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Bma kc marketing automation-perceptive_software_final

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Perceptive Software presentation at B2B Rising BMA event.

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Bma kc marketing automation-perceptive_software_final

  1. 1. Salesforce CRM and EloquaSara Zittergruen-Miller, Director ofMarketing and Stephanie Ayers, TeamLead – Inbound Marketing of PerceptiveSoftware
  2. 2. © 2012 Perceptive Software. All rights reserved.Presented for the BMA of Kansas CityHow Marketing Automation Turned UsInto Modern Marketers
  3. 3. Agenda© 2012 Perceptive Software. All rights reserved. What We Do Our Marketing Evolution Marketing Automation – How We Do It The Automated Buyer’s Journey Return on Marketing Investment Our Future How You Can Get Started
  4. 4. What We Do© 2012 Perceptive Software. All rights reserved.
  5. 5. What We Do© 2012 Perceptive Software. All rights reserved.
  6. 6. Who We Target© 2012 Perceptive Software. All rights reserved. Business-to-Business Manager and above, particularly the C-Suite Primarily in North America, EMEA, Asia Pacific
  7. 7. What Marketing Does© 2012 Perceptive Software. All rights reserved.Q4“Justify”Q3“Evaluate”Q2“Learn”Gradual Execution vs. Big BangReputationDemandCreationSalesEnablementMarketIntelligence Analyst Day Banners on sites NewslettersSDCRNUENAC Press Release Print Advertising Analyst Webinars Search Auto Educate  Closed Lost Events  SleepingGiants Collateral Webinar Nurturing Campaign Positioning  CompetitiveAnalysis Feedback SurveysQ1“Interest”Day 1 ofProspectLifecyclePurchase Demos
  8. 8. How Marketing Does It© 2012 Perceptive Software. All rights reserved.GlobalCampaignManagerSolutionMarketingManagerMarcomFieldInfluenceDesign/ContentInboundCustomerPartner- NA Expertise- Sales Enablement- Regional Expertise- Sales Enablement- PR- Social- Analyst Relations- Market Intelligence- AutomatedPrograms- Search- CustomerMessaging- Expansion- Referrals- Indirect Programs- Messaging- Thought Leadership- Product Launch- Sales Enablement- Messaging Pain Points- Market Knowledge- Social
  9. 9. Our Evolution to Revenue Marketing© 2012 Perceptive Software. All rights reserved.
  10. 10. Our Evolution to Revenue Marketing© 2012 Perceptive Software. All rights reserved.Lead Generation2005 to 2008› Shared common pipelinewith Sales› Marketing focused ongenerating leads› E-mail, webinar, CRM,web not integrated› Mostly outboundmarketing activities› Limited search marketing› Replaced “home grown” CRMwith SalesForce.com› Implemented Eloqua› Established SLAs with Sales› Shifted focus from leads toopportunities› Quality over quantity› Added more modern marketingtalent› Increased focus on inboundmarketing activities› Redesigned .com site› Power messaging› More completepipeline view› Implemented Eloquacampaign module› Implementing newcampaign approachLittle to No Alignment BetweenSales and MarketingComplete Alignment BetweenSales and MarketingDemand Generation2009 to 2011Revenue Marketing2011 to Foreseeable FutureFocusesonactivityFocusesonRevenue
  11. 11. Our Shared Pipeline© 2012 Perceptive Software. All rights reserved.
  12. 12. “Impact from the Evolution© 2012 Perceptive Software. All rights reserved. Improved opportunity to closed won rates by 50% over past threeyears. Eloqua “Markie” finalist in the Revenue Growth category in 2012.Brian CarrollB2BLeadBlog.com“The unrealized potential of sales and marketingalignment can be likened to batteries in a flashlight. If thebatteries aren’t inserted in the right direction, or areotherwise out of proper contact, their power is unusable.
  13. 13. Automation – How We Do It© 2012 Perceptive Software. All rights reserved.
  14. 14. Automation – How We Do It© 2012 Perceptive Software. All rights reserved. People and Systems:
  15. 15. Automation – How We Do It© 2012 Perceptive Software. All rights reserved.
  16. 16. Automation – How We Do It© 2012 Perceptive Software. All rights reserved. Systems Integration: Daily Auto Synchs
  17. 17. Automation – How We Do It© 2012 Perceptive Software. All rights reserved. Systems Integration: Auto Program SynchsProspectSynchCustomerSynchOpportunitySynch
  18. 18. Automation – How We Do It© 2012 Perceptive Software. All rights reserved. Systems Integration: Auto Program ExampleEarly Pipeline Nurturing Program
  19. 19. Automation – How We Do It© 2012 Perceptive Software. All rights reserved. Systems Integration: Auto Program ExampleEarly Pipeline Nurturing Program
  20. 20. Automation – How We Do It© 2012 Perceptive Software. All rights reserved. Systems Integration: IntelligenceEloqua activities integration onlead and contact records in SFDC
  21. 21. Automation – How We Do It© 2012 Perceptive Software. All rights reserved. Systems Integration: WorkflowAuto Task in SFDC from Eloqua ActivityForm Submission Notification EmailWebsite Visit Alerts via Prospect Profiler
  22. 22. The Automated Buyer’s Journey© 2012 Perceptive Software. All rights reserved.
  23. 23. The Automated Buyer’s Journey© 2012 Perceptive Software. All rights reserved.
  24. 24. Return on Marketing Investment© 2012 Perceptive Software. All rights reserved.
  25. 25. Measuring ROMI© 2012 Perceptive Software. All rights reserved.Marketing accountability measures All web properties, Eloqua campaigns and SFDC pipeline are all synched,allowing for complete closed-loop campaign analysis and ROMI SFDC pipeline – value, velocity, volume Eloqua Insight Reports Campaign Analysis Reports – leading indicators (response metrics) Closed-Loop Reports – lagging indicators (revenue and ROI metrics)“IBM Global CMO Study, 2011“Two-thirds of CMOs believe marketing ROI will be their topeffectiveness measurement by 2015...but less than halfbelieve they can provide the hard numbers.
  26. 26. Measuring ROMI© 2012 Perceptive Software. All rights reserved.Eloqua Closed Loop ReportsCampaign Cost AnalysisCampaign Revenue Analysis
  27. 27. Measuring ROMI© 2012 Perceptive Software. All rights reserved.Eloqua Closed Loop Reports
  28. 28. Our Future© 2012 Perceptive Software. All rights reserved.
  29. 29. Our Future© 2012 Perceptive Software. All rights reserved. Enhance the pipeline experience through increased automation Revise and relaunch lead scoring in Eloqua 10 Revise and relaunch progressive profiling in Eloqua 10 Social sign-on Increased A/B and multi-variate testing
  30. 30. How You Can Get Started© 2012 Perceptive Software. All rights reserved.
  31. 31. Getting Started© 2012 Perceptive Software. All rights reserved.Phase One: Sales and marketing unified pipeline Understand your stage map and systems support needsPhase Two: Road map your systems integration Implement and test baseline integration Identify processes to automate Establish champions in sales and marketing to operate in your automationplatformPhase Three: Identify automated program needs based on your buying cycle Implement and test programmatic synchs Establish KPIs and develop dashboards and reports
  32. 32. One last thing…We Are Hiring!!!www.perceptivesoftware.com/company/careers© 2012 Perceptive Software. All rights reserved.
  33. 33. Questions?© 2012 Perceptive Software. All rights reserved.

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