This document provides an overview of marketing automation presented by Marti Konstant. The presentation covers the core components of marketing automation including lead scoring, metrics, and goals. It also discusses challenges companies face with marketing automation and how to select a vendor. Case studies show marketing automation can increase leads by 4.5x and website traffic by 13% on average. The document concludes recommending companies evaluate their size, needs, and user experience when selecting a marketing automation platform.

1. @martikonstant
Marketing
Automation
101
TM
Marketing Automation 101
Brand for Demand Marti Konstant Marketing Hackathon April 2012
Marti Konstant
Content Jam 2013

2. Agenda
1
Why Now?
2
What’s @ the Core of Marketing Automation?
3
Hero Metrics for your Business
4
Leading Indicators: Lead Scoring Basics
5
How to Choose a Vendor
6
Case Study

3. “B2B customers contact a sales rep only
after 70% of the purchase decision has
been made.” Sirius Decisions 2012
“50% of qualified leads are not ready to
purchase immediately.” Gleanster 2013
why
now?
Just looking
Marketing Automation 101
Marti Konstant

4. want
more.
Pipeline
76%
Higher Quality
Leads
Marketo BenchmarkReport 2012
Marketing Automation 101
Gleanster 2013
Marti Konstant
79%
Revenue
Productive
Sales Reps

5. what’s at the
core?
%
%
10
email
search social landing pages behavioral
& web forms tracking
Marketing Automation 101
7
lead
scoring
Marti Konstant
%
lead
CRM
Reporting
nurturing integration

6. automation
adoption
5%
50% traditional marketing!
!
25% lead generation!
20%
Just looking
!
20% demand generation!
!
5% revenue marketing!
25%
Source: Pedowitz Group, Marketo Marketing Nation
Marketing Automation 101
50%
Marti Konstant

7. Challenges
Creating enough content
at reasonable cost
97%
Data quality
and integration
85%
Poor marketing processes
Just looking
84%
75
80
85
90
95
100
Source: Gleanster Q3 2013
Marketing Automation 101
Marti Konstant

8. hero metrics

9. hero metrics
Number of qualified leads
84%
Cost per lead
77%
Conversion rate from inquries to
leads
Close rate on marketing sourced
lead
71%
69%
Response rate
48%
0%
20%
40%
60%
80%
100%

10. what to
measure
R
A
V
E
Response
Activities
Value
Efficiency
Open clickthroughs
Site traffic
Reconversions
Emails sent
Set ups for nurture
trigger emails
Segmentation
Revenue generated
Cost vs. revenue
generated
Close rate of
Cost per customer
MQLs through
nurturing
Sales accepted leads
Subscribes
Unsubscribes
marketing-sourced
leads

11. simple
metrics
Leads
The number of new leads
that marketing brings in
Marketing qualified
leads
The number of leads that are
qualified for sales
Sales
The number of leads who
convert to customers

12. nurture
critical path
contact!
lead!
marketing !
qualified !
lead!
MARKETING
opportunity! customer!
SALES

13. contact
A prospect with
demographic and
firmographic relevance!

14. lead
A contact who has
signed up to receive
information via website
or other form!

15. marketing
qualified
lead
A lead who has
converted on one or
more content
offers – advanced
through the funnel!

16. opportunity
A lead who has
researched pricing
and is working with
a sales rep on
proposal stages!

17. customer
A lead who has
purchased
something from you!

18. Goal one:
convert contacts to leads
contact!
lead!
Marketing Automation 101
Marti Konstant

19. Goal two:
convert leads to MQLs
contact!
lead!
Marketing Automation 101
marketing !
qualified !
lead!
Marti Konstant

20. Goal three:
convert MQLs to
opportunities
contact!
lead!
Marketing Automation 101
marketing !
qualified !
lead!
Marti Konstant
opportunity!

21. Goal four:
turn opportunities into
customers
contact!
lead!
Marketing Automation 101
marketing ! opportunity! customer!
qualified !
lead!
Marti Konstant

22. leading
indicators
Just looking

23. Lead scoring steps
1
Gather Demographics and Behavior
2
Align with Sales
3
Establish Scoring Criteria
4
Apply to System
5
Flight Check with Sales
5
6 Refine

24. Lead scoring system
example
Explicit
Fit
Firmographic
Demographic
Source: Hubspot

25. Lead scoring system
example
Implicit
Interest
Online behavior
Source: Hubspot
your Company

26. Basic lead scoring
Fit
Demographic
Firmographic
Explicit
C1 B1 A1
D2 C2 B2
F D3 C3
Just looking
Interest, online behavior
Implicit
Source: Act-on

27. Establish thresholds
Fit
Demographic
Firmographic
Explicit
Right Person
Right Fit
LS = 0-10
Wrong Person
Right Fit
LS = 0-10
Wrong Company
LS = 0 -10
Right Person
Right Fit
LS = 10-100
Right Person
Right Fit
LS = 100+
Maybe Right Guy Maybe Right Guy
Moderate Fit
Moderate Fit
LS = 10 -100
LS
Just looking = 100+
Right Person
Wrong Fit
LS = 10 - 100
Right Person
Wrong Fit
LS = 100+
Interest, online behavior
Implicit
Source: Act-on

28. Negative scoring criteria
①
②
③
④
⑤
⑥
⑦
Email unsubscribe
Non-product web visit
Geographic location
No website activity for long time
No progression
Sales rejects
Negative social media comment
Marketing Automation 101
Marti Konstant

29. Track leads across sources
2500
Organic Search
Referrals
2000
Paid Search
Direct Traffic
Email Marketing
1500
Social Media
Just looking
Other Campaigns
1000
500
Lead to Customer
0
JAN
FEB
Marketing Automation 101
MAR
Marti Konstant
APR MAY
JUN

30. Dynamic process flow
Content Marketing
Contact
Lead pages
Lead
Lead score
Segment
Nurture
MQL
Sales
Customer

31. “Most marketing automation is
really experience design”
Scott Brinker
@chiefmartec

32. business case
TRAFFIC: Overall users experienced an
average of 13% increase in visitors each
month
LEADS: Overall users experienced an
average of 4.5X increase in leads per
month (more than 50 starting leads)
MIT Sloan 2013 and Babson Olin 2012, using Hubspot

33. ROI calculator
Source: Marketo

34. choose who?

35. it depends
1
Size of Company
2
Feature and Function Requirements
3
Ease of Use Preference
4
Inbound Requirements
5
All-in-one Software
5
6 What type of buyer? – B2C enterprise, B2B
enterprise, CRM suite buyer, email emphasis
buyer

36. small to mid-size
vs enterprise
SMALL
MEDIUM/LARGE ENTERPRISE

37. big three
Source: Gleanster Q3 2013

38. ease of
deployment
2
3
Act-On
Etrique
InfusionSoft
Marketo
Adobe Neolane
Genius.com
Hubspot
SFDC Pardot
LeadLife
Oracle Eloqua
Silverpop
1
Source: Gleanster Q3 2013

39. features
functionality
2
3
Adobe Neolane
Hubspot
Act-On
Etrigue
InfusionSoft
Genius.com
Marketo
Oracle Eloqua
Silverpop
LeadLife
SFDC Pardot
1
Source: Gleanster Q3 2013

40. ease of use
based on user experience
2
3
Act-on
Hubspot
Etrigue
InfusionSoft
Adobe Neolane
Genius.com
Marketo
Oracle Eloqua
SFDC Pardot
Silverpop
LeadLife
Oracle Eloqua
1
Source: Gleanster Q3 2013

41. overall value
based on user experience
1
2
Act-on
Etrigue
Adobe Neolane
Marketo
Hubspot
InfusionSoft
3
SFDC Pardot
Silverpop
Oracle Eloqua
Source: Gleanster Q3 2013

42. Thank you
Marti Konstant
marti@konstantchange.com
Content Jam 2013