A solution for your Lead Generation and Tracking mechanism- Marketing Automation

1. Marketing Automation (MA) & Lead
Management/Nurturing Overview
Vivek Srivastava

2. Marketing Automation
• What’s driving this as a priority
for CMO’s and marketers?

3. Our Challenges
• Highly competitive market
• Little to no sophisticated marketing processes and systems
• Little to no insights and information on prospect and customer behaviour
• Unknown and unquantifiable marketing impact
• Poor data, multiple data sources, no single source of the truth
• How can we do more with less?

4. Organisational Needs

5. Is Marketing a Cost Centre or a Revenue Generator?

6. Audiences everywhere are tough.
They don’t have time to be bored
or brow beaten by orthodox,
old-fashioned advertising.
We need to stop interrupting what
people are interested in and
be what people
are interested in.”

7. Today’s approach:
“GET IN THEIR FACE”
when they’re not looking.
Tomorrow’s approach:
“GET FOUND”
when they are looking.

8. Buying Has Changed Forever

9. Buyers are Hyperactive
Prospects and customers are now consuming 30-60 pieces of content BEFORE
they ever contact a brand or speak to a sales person.

10. Marketing
needs to be
reengineered!

11. Commonwealth Bank of Australia / Presentation Title / Confidential
Inbound marketing
-
Any marketing tactic that relies
on earning people’s interest
instead of buying it;
.

12. Rethinking Marketing
Outbound Marketing
• Telemarketing
• Trade shows
• Direct mail
• Email blasts
• Print ads
• TV/radio ads
Inbound Marketing
• SEO/SEM
• Blogging
• Social Media
• Content Marketing
• Videos / Podcasts
• Free Tools/Trials
• Public Relations
1-5% Average Response Rate 20-50% Average Response Rate

13. The new
marketing
mix.
“Interruption”- based (Highest Cost)
• Avg response rate: 1-5%
“Permission”- based (Lowest Cost)
• Avg response rate 20-50%
60-80% of
leads
20-40% of
leads

14. Inbound marketing costs 62% less
per lead than traditional, outbound marketing.
AVG COST/LEAD: $373
OUTBOUND
AVG COST/LEAD: $143
INBOUND

15. CMO’s Guide to Inbound Marketing

16. Content Marketing
costs 41% lessper
lead than the next best
tactic, Paid Search.

17. Make
stuff
people
want.
1
START CREATING/PUBLISHING CONTENT THAT IS
HELPFUL & VALUABLE TO OUR CUSTOMERS:
• FAQS
• HOW-TO’S
• THOUGHT LEADERSHIP CONTENT
• WHITEPAPERS
• WEBCASTS
• VIDEOS
• CALCULATORS
• INFOGRAPHICS / FIRMOGRAPHICS
• BLOG!

18. Be
generous.2
• THE MORE WE GIVE,
THE MORE
WE GET
• INCREASES VISITORS,
PAGES VIEWS &
INBOUND LINKS
• BUILDS TRUST,
CREDIBILITY,
& GOOD WILL

19. Rock
our
keywords.
• FOCUS ON THE LONG TAIL
• 70% LEAD OPPORTUNITIES
• GET ON PAGE 1
• DOUBLES TRAFFIC
• REDUCED RELIANCE ON PPC (FOR EVERY PAID SEARCH
CLICK THERE ARE 5.6 ORGANIC CLICKS)

20. Give
great
directions.
4
• RELEVANT AND ENGAGING WEBSITE
• TARGETED LANDING PAGES
• CLEAR CALLS TO ACTION
• COMPELLING CONTENT & OFFERS
• THE RIGHT CONTENT AT THE RIGHT
TIME, STAYING IN FRONT OF
PROSPECTS - MARKETING
AUTOMATION (LEAD NURTURING)

21. Invest
wisely.5
“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”

22. It no longer makes
economic sense to send
an advertising message
to the many, in hopes of
persuading the few.

23. Marketing Automation & Sales
Force Automation
• A High Level Overview

24. What is Marketing Automation?
• Forrester defines lead
management automation
or Marketing Automation
as:
– Tooling and process that help generate new business
opportunities, manage volumes of business inquiries,
improve potential buyers' propensity to purchase, and
increase alignment between marketing activity and sales
results.

25. Business Architecture of Leads
Management1. Capturing Leads
2. Identifying quality leads (Scoring AND Modelling – not the
same thing)
3. Nurturing (Stay in front of customer / Right Message at Right
Time)
• Low-quality Leads (Stay in touch/Drip)
• Acceleration
• Lifecycle (Welcome/onboarding, Cross Sell / Up Sell,
Retention)
4. Routing and distributing leads, informing Sales of their quality
& priority, empowering Sales with customer engagement
insights
5. Lead / Customer engagement and follow up activities by Sales
6. Measuring the effectiveness of the entire Closed-Loop
Marketing & Sales process

26. Video Overview of Marketing Automation

27. Commonwealth Bank of Australia / Presentation Title / Confidential
3
Case Study
Webinar Invite
Whitepaper +10 – Job Title Contains Executive
+10 – Active Project in Place
+5 – Filled Out Form
+15 – Watched Video
Scoring &
Insight
5
Life-Cycle
Automation
62
Wait 1
Week
Reporting &
Analytics
1
New Lead
Processing
Wait 1
Week
10
Data Management
Segmentation
202540
7
Lead
Nurturing
4
Emails, Landing
Pages, Forms
Web Analytics
CRMMARKETING
AUTOMATION

28. Understanding and Aligning to the Demand Waterfall
• Inbound Marketing (Owned & Earned
Media):
• Blog Posts
• Web Pages,
• Press Releases
• Search (SEO)
• Social Media
• Outbound Marketing (Paid Media):
• PPC
• Advertising (TV, Radio, Print, Outdoor)
• Radio
• Call Centre
• Direct Mail
This is a diagram of the Demand Waterfall
today showing Inbound and Outbound
Marketing driving inbound Contacts/Names:

29. Organisational Level of Maturity

30. The Road to Success

31. Why Marketing Automation?
• Driving more leads, higher
quality leads, increasing
productivity and delivering
greater revenue and customer
satisfaction across the business.

32. Overall Business Benefits of Marketing Automation
• Best-in-Class companies who integrate
marketing and sales technologies through
Marketing Automation demonstrate:
• Up to 49% increase in year-over-year annual revenue
• 33% performance improvement in ROMI* (Return On Marketing Investment)
• 21% performance increase in the year-over-year lead-to-sales conversion rate.

33. Overall Business Benefits of Marketing Automation
• An implementation of marketing automation will lower costs, improve conversion rates and drive revenue by
achieving the following:
• Stopping lead loss – Lead qualification and lead management as part of a holistic marketing automation strategy identifies the
best leads and advances them to sales while nurturing leads who are still in the research phase / not yet ready to buy
• Lowering the cost per opportunity – Since leads are tracked from initial touch to sale, marketing automation decreases CPO
as marketing assigns only qualified leads to the sales team
• Reengaging Dormant Leads – When leads are advanced to sales prematurely, many are incorrectly disqualified due to
unresponsiveness. Rather than discarding those leads, nurturing keeps our messages top of mind as prospects educate
themselves on options within our industry
• Increasing Opportunity Size – Leads that have been nurtured have reviewed a steady stream of buyer-focused content, which
reinforces the need for your solution
• Maximising efficiency – Marketing automation minimises the waste and redundancy caused by manual campaign execution,
cutting expenses. Additionally, marketing automation gives companies in-depth insight into campaign, channel and program
effectiveness

34. Reality of Marketing Generated Pipeline
• Detailed research by Aberdeen Group
shows:
• One if four deals (26%) of all closed business come from marketing
generated leads at Best-in-Class organisations.
• One in six deals (15%) of all closed business comes from marketing
generated leads at Industry Average organisations.
• One in 20 deals (5%) of all closed business comes from marketing generated
leads at Industry Laggard organisations.

35. Reality of Marketing Generated Pipeline

36. What constitutes ‘Best-In-Class?’

37. Benefits of Marketing Automation - Lead Nurturing
• Outcome
• Without Lead Nurturing: Marketing misses
valuable opportunities.
• With Lead Nurturing: Stop leads from leaking out.
Widen reach and recapture opportunities.

38. Benefits of Marketing Automation

39. Benefits of Marketing Automation
• Frees up resources to do
other tasks
• Frees up resources to
execute more marketing
activity
• Reduction in resources
• More time for analysis and
strategy

40. Benefits of Marketing Automation

41. Benefits of Marketing Automation

42. Marketing Automation = Greater ROI
• Nurtured leads produce 20%
more sales opportunities vs
non-nurtured leads
• Nurture Campaigns have 2x
open rates and 3x click-through
rates of one off emails
• 23% shorter deal times
• 47% higher order value

43. Marketing Automation = Greater ROI
• Companies that excel at lead nurturing:
• Generate 50% more sales-ready leads at 33% lower cost per lead
• Reduce the percentage of marketing generated leads that are ignored by
sales (from as high as 80% to as low as 25%).
• Raise win rates on marketing-generated leads (7% points higher) and reduce
“no decisions” (6% points lower)
• Have more sales representatives make quota (9% higher) and a shorter ramp
up time for new reps (10% decrease)

44. PRM
(Prospect Relationship Management)
CRM
(Customer Relationship Management)
Digital Living
MembershipHardware &
Software
Purchase
Marketplace
Consumer Lifecycle
SW/HW
Attach
FGF/Viral
Welcome Member Surveys Promotional
Upgrade
InactiveCross Sell Service UpdatesTrial Expiry
Awareness
Total $57m – 2007/08
• Reduce Churn - $28m
• Convert Silver to Gold - $13m
• Upsell / Cross Sell - $16m
Example: Xbox Live - Extend and Expand the Lifecycle

45. Closed Loop Marketing
• Drive Revenue Performance by
Staying in Front of Prospects and
Customers

46. Awareness
Names
Prospects&Recycled
MarketingLead
(MarketingQualifiedLead)
Opportunity
(Sales Qualified
Lead)
Sale
(Closed/Won)
Nurturing Database
Inside Sales
Qualification Sales
SalesLead
(SalesAcceptedLead)
Recycled
Example Revenue Cycle Model
Marketing

47. 0
are Engaged Prospects
But Not Yet Ready to Buy
or Speak to Sales50-
70%
are MarketingQualified
and Ready to Buy,
Speak to Sales now
5-
25%
are Unqualifiedand
Irrelevantand can
be discarded
25%
Engaged
Marketing
Prospects vary in
terms of sales
acceleration and
hence need their
journey through
the sales funnel
customised to fit
different needs
PROSPECTS
Early Stages – Low Acceleration
Stay in Touch Campaigns – campaigns
that ‘drip’ relevant content to prospects
over time, gradually educating, informing
and building trust in CBA.
Mid Funnel – Medium
Acceleration
Lead LifecycleCampaigns – campaigns
that ensure movement and engagement
with prospects, even if they are not yet
sales-ready.
End of Funnel – High Acceleration
Campaigns that try to accelerate
prospects towards the sale by providing
relevant ‘nudges’ based on specific lead
characteristics or sales / offer updates.
NAMES
Marketing
Sales
Lead Handoff:
Leads are automatically
pushed from Marketing and
distributed to Sales.
Lead Recycling:
Leads are cycled back to
the top of the funnel by
sales for further nurturing
if the lead is not yet ready
to buy.
Welcome / On-
boarding Campaigns
Retention Campaigns
NLP, Up Sell / Cross
Sell, Early Adopter
Campaigns
Existing Customers
become Prospects:
Once a prospect or lead
becomes a customer, they
can be automatically
dropped into strategic
nurturing campaigns based
on specific models and or
triggers. Or they simply
become a prospect again
until their behaviour
indicates they are a
potential buyer or they
meet specific nurture
campaign conditions.
Lead Capture (Names):
Up to 95% of people visiting our owned media are not yet ready to buy. However, 70% will
buy from us or our competitors over the next 12-24 months. We need to become experts at
capturing basic contact details via engaging calls to action, targeted landing pages and
forms so we can stay in front of prospects & customers through nurturing campaigns.
Lead Sources:
Lead sources can be anything from Display Ads, Retargeting,
PPC, SEO, Website, Social, Chat, Telephone, Direct Mail, Self
Generated, Referrals, Webinars, Events and Sponsorships
etc.
Marketing Automation, Lead
Nurturing & Lead Management
MARKETING LEAD
SALE / WIN
SALES LEAD
OPPORTUNITY
Customised Nurturing
Campaigns
Customer
Nurturing
Campaigns
1
2
3
4 5 6
7
8
9
11
10
12
13
14
15
16

48. LEAD DISTRIBUTION /
ROUTING
LEAD PRIORITISATION /
LEAD INSIGHTS
INBOUND
OUTBOUND
CHANNELS LEAD
SOURCES
Email
Forms
Landing Pages
MARKETING
QUALIFIED
LEAD
NURTURING
• Low Quality
Leads
• Lifecycle
• Cross Sell
• Acceleration
• Retention
• Welcome /
Onboarding
CONTACT
RULES
• Suppression
• Contact
Thresholds
• Recency
REAL-TIME CLOSED LOOP ANALYTICS
Segmentation
Lead Recycling(Prospect or
Customer is not ready)
Sale
SCORING
MODELLING / ANALYSIS /
SEGMENTATION
Propensity Models
+ Early Adopter
+ Next Logical Product
+ Retention
Analysis & Recommendations
+ Detailed analysis of data
+ Recommendation to marketers for inflight
campaign optimisation
Implicit(Behavioural)
+10 – Home Loan SEO
+15 – Home Loan Landing Page
+35 – Filled Out Form
+ 5 – Visited Blog
Explicit(What Customer Tells Us/What We
Know)
+10 – Job Title Contains Executive
+15 – Existing Product (Credit Card)
+15 – Postcode
NEW LEAD
PROCESSING
Immediate
Hot Leads
AWARENESS NAMES PROSPECTS LEADS OPPORTUNITY SALE
OTR
LEAD /
CUSTOMER
ENGAGEMENT
& FOLLOW UP
• Work Activities
• Tasks
• Blog
• eDM
• Direct Mail
• Ad Targeting
• UIB
• Social
• Content
• Landing Pages
• Forms
• Events
• Webinars
Branch
Referrals
DB/PAS
Customer Centric View
Events
Data Management Analytics Reporting

49. AWARENESS / DEMAND GENERATION
PPC DM DISPLAY EMAIL PHONESMSEVENTS SEOSOCIAL BRANCH PR ADVERTISING
REGISTRATION1
LANDING PAGE
FORM 1
LANDING PAGE
FORM 2
REGISTRATION2
CONTACT US FORM
CLICK TO CHAT
REGISTRATION3
CONTENT
DOWNLOAD FORM
WEBINAR
REGISTRATION
FORM
EZINE /
NEWSLETTER
SUBSCRIPTION
FORM
EZINE /
NEWSLETTER
SUBSCRIPTION
FORM
WEBSITE
Prospect
Activity
Lead
Acquired
LEAD SCORING
LEAD NURTURING CAMPAIGNS
• Stay in Touch (Drip)
• Acceleration
• Cross Sell / Up Sell
• Retention
• Welcome / On boarding
Qualifie
d Lead
PROSPECT SCORE = 70+
Implicit (Behavioural)
+10 – Home Loan SEO
+15 – Home Loan Landing Page
+35 – Filled Out Form
+ 5 – Visited Blog
Explicit (What Customer Tells
Us/What We Know)
+10 – Job Title Contains
Executive
+15 – Existing Product (Credit
Card)
+15 – Postcode
Marketing Automation Software
• Prospect & Lead Source
Tracking
• Anonymous + Prospect + Lead
Behavioural Analytics
• Prospect / Lead Acquisition
• Prospect / Lead Scoring
• Prospect / Lead Nurturing
• Prospect / Lead Segmentation
• Lead Prioritisation
• Lead Insights
• Lead Escalation & Alerts
CRM APPLICATION/ SALES FORCE AUTOMATION
Lead Distribution& Routing
Lead Recycling
LEAD ENGAGEMENT
LEAD
PRIORITISATION
LEAD INSIGHTS
WORK ACTIVITIES
TASKS
Sales Force Automation
Software
• Lead Distribution & Routing
• Lead Recycling
• Sales Forecasting
• Sales Pipeline Performance

50. Names
5,000
Prospects
1,000
*Active Prospect Database
250K
Marketing Leads
(300 + 7.5k) Nurture
Opportunities
3,744
Sales
1,498
Lead Type Variants
• Source
• Channel
• Industry
• Size
20-50% 70% (> 1 month)
30% (< 1 month)
15%
Inactive
(Last 6 months)
3.0% / month (7.5k)
75%
46% of prospects eventually
become a lead
40%
65% of all sales would follow
this model
80%
Awareness
100k
5%
Revenue Cycle Model – Overview Example (No lead left behind)
*Cumulative Nurturing
Database
TD
D&T
Savings
Credit Card
Loans
19% Sales Leads
4,680
60%
Leads automatically flowing from
Always On Drip Campaigns. As low
as 3% of all prospects in database
become Marketing Qualified Leads
per month to as high as 7%.

51. Campaign Example – Initial Hot Leads + Leads from Drip Campaigns
• Typically only 5% of prospects visiting a brands website or digital properties are ready to buy or speak to sales and
Marketing & Sales only focus on these immediately ‘hot’ leads.
• However, 70% of the other 95% who have responded in same way to marketing campaigns will eventually buy from
us or our competitors. This is the benefit of automated nurturing campaigns like a ‘stay in touch’ campaign as
outlined below – Business As Usual vs BAU + Nurturing.
Marketing Automation / Lead Nurturing Model
Campaign A
Conversion Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Total
Campaign Visitors 60,000 - - - - - - - - - - - - - - 60,000
Names 10% 6,000 - - - - - - - - - - - - - -
Prospects (At least one meaningful engagement) 50% 3,000 - - - - - - - - - - - - - -
Leads (Marketing Qualified Leads - MQL's) 40% 1,200 - - - - - - - - - - - - - - 1,200
MQL's coming from Nurturing (Drip Campaign) 5% - 90 86 81 77 73 70 66 63 60 57 54 51 49 46 922
Total MQL's 1,200 90 86 81 77 73 70 66 63 60 57 54 51 49 46 2,122
Opportunities 48% 576 43 41 39 37 35 33 32 30 29 27 26 25 23 22 1,019
Wins 70% 403 30 29 27 26 25 23 22 21 20 19 18 17 16 16 713
Lifetime Value per Sale $500 201,600$ 15,120$ 14,364$ 13,646$ 12,964$ 12,315$ 11,700$ 11,115$ 10,559$ 10,031$ 9,529$ 9,053$ 8,600$ 8,170$ 7,762$ 356,527$
Nurturing Database - Leads 1,800 1,710 1,625 1,543 1,466 1,393 1,323 1,257 1,194 1,134 1,078 1,024 973 924 878 878
Business as Usual Results 403 201,600$
Additional results from Nurturing 310 154,927$
Total Campaign 713 356,527$
Uplift with Marketing Automation / Lead Nurturing 77% 77%
H2 H1 H2
Q4 Q1 Q2 Q3

52. ROI Marketing Automation
Marketing Automation allows us to understand
and optimize every stage of the funnel.
Examples:
1. If we optimized just the initial conversion rate
from Touches to Names (capturing names) by
2%, the overall number of sales for the
optimized campaign would increase by 40%.
2. If we optimized just the conversion rate of
Marketing Qualified Leads to Sales by 5%, the
overall uplift on the campaign would be 28%.
Touches to Names
Our Baseline
5.00%
Optimise Here:
7.00%
60,000 60,000
Names to Prospects
Our Baseline
20.00%
Optimise Here:
20.00%
3,000 4,200 1,200 40%
More Names
Prospects to MQL
Our Baseline
30.00%
Optimise Here:
30.00%
600 840 240 40%
More Prospects
MQL to SAL
Our Baseline
50.00%
Optimise Here:
50.00%
180 252 72 40%
More SQL's
SAL to Opportunity
Our Baseline
60.00%
Optimise Here:
60.00%
90 126 36 40%
More SAL's
Opportunity to Close
Our Baseline
60.00%
Optimise Here:
60.00%
54 76 22 40%
More Opportunities
Baseline Revenue per Sale
$500 32 45 13 40%
More Wins
$16,200 $22,680 $6,480 40%
Marketing's
Baseline
Revenue Impact
Marketing's
Optimised
Revenue Impact
More revenue with
Marketing
Automation
Touches
Names
Prospects
MQL
SAL
Opportunity
Close
Baseline Optimised Our ROI

53. Revenue Cycle Model – Loans
(Illustrative)
Names
Analytics
Propensity Modelling
CommBank / Netbank
Marketing Lead
Sales Lead
Sale
Landing Pages / FormsGDW – Existing
Customers
Prospects
OTR, Online Form, Phone,
Paper Form
POC, Clicks Link, Branch,
Inbound Call, Online Form, Chat
Application / Pre-Approval
Opportunity Negotiation
Approval
CBA Activities
Inbound Outbound
• Owned Media
• Earned Media
• Paid Media
Marketing Activities
Webinars, Case Studies,
FAQ’s, Brochures, Spec Sheets
Guides, Videos,
Calculators, Checklists, eBooks
Demos,
Assessments,
Consultations,
Comparisons,
Estimates,
Trials
Welcome, On boarding
Education
Recycling
Marketing
Nurturing
Campaigns

54. Revenue Cycle Model – TD, D&T,
Savings (Illustrative)
Names
Analytics
Propensity Modelling
Marketing
CommBank / Netbank
Marketing Lead
Sales Lead
Sale
Landing Pages / FormsGDW – Existing
Customers
Prospects
Application
Opportunity
Approval
CBA Activities
Inbound Outbound
• Owned Media
• Earned Media
• Paid Media
Marketing Activities
Webinars, Case Studies,
FAQ’s, Brochures, Spec Sheets
Guides, Videos,
Calculators, Checklists, eBooks
Recycling
Welcome, On boarding
Education
OTR, Online Form, Phone,
Paper Form
POC, Clicks Link, Branch,
Inbound Call, Online Form, Chat
Demos,
Assessments,
Consultations,
Comparisons,
Estimates,
Trials
Nurturing
Campaigns

55. Revenue Cycle Model – Credit Cards
(Illustrative)
Names
Analytics
Propensity Modelling
Marketing
CommBank / Netbank
Marketing Lead
Sales Lead
Sale
Landing Pages / FormsGDW – Existing
Customers
Prospects
Recycling
Application / Credit Checks
Approval
CBA Activities
Inbound Outbound
• Owned Media
• Earned Media
• Paid Media
Marketing Activities
Webinars, Case Studies,
FAQ’s, Brochures, Spec Sheets
Guides, Videos,
Calculators, Checklists, eBooks
Demos,
Assessments,
Consultations,
Comparisons,
Estimates,
Trials
Welcome, On boarding
Education
Opportunity
OTR, Online Form, Phone,
Paper Form
POC, Clicks Link, Branch,
Inbound Call, Online Form, Chat
Nurturing
Campaigns

56. Nurturing
• Driving Revenue Performance by
Staying in Front of Prospects and
Customers and Delivering the
Right Content at the Right Time
in Real-time.

57. Why Lead Nurturing: Stay In Touch
Awareness
Contacts
Lead Nurturing
Lead(MQL)
Opportunities
Contract
Signed
SalesLead(SQL)
Engaged
Building relationships with qualified
prospects regardless of their timing to
buy, with the goal of earning their
business when they are ready.
“The art of maintaining permission to stay in front of your buyers as they
educate themselves”.

58. Marketing Automation - Lead Nurturing
• Basic Lead Nurturing Campaigns
• There are two types of lead nurturing campaigns and processes that can help you get started with the goal
of generating more and better-qualified leads.
• Incoming Lead Processing Campaigns
• Lead nurturing is no different than building a long-term relationship — you need to foster respect and trust, be a good listener, and
keep things interesting. Incoming Lead Processing campaigns are your chance to make a positive first impression – what you do
and how you act when you first meet someone will affect how they perceive you from there on out. What should you be doing to
lay the right foundation?
• Stay in Touch / Drip Campaigns (we drip content)
• ‘Stay in Touch’ or ‘Drip’ campaigns are useful for all prospects that are not immediately ready to engage with sales. They form the
backbone of your lead nurturing program by “dripping” out relevant content to prospects over time, helping to educate them and
build trust and credibility for your company. By touching prospects regularly, they help keep your brand top of mind so that the
prospect will contact you when they are ready to move to the next step.
• Together, these campaigns put in place all the necessary processes to help ensure a stream of more and
better qualified leads for the sales team.

59. Marketing Automation - Lead Nurturing
• Advanced Lead Nurturing Campaigns
• After building a foundation with Basic Lead Nurturing Campaigns, we are now ready to examine the
nuances and winning strategies for advanced lead nurturing:
• Accelerator Campaigns
• Accelerator campaigns are campaigns that attempt to move prospects along the buying cycle faster by providing relevant
“nudges” at the right time, usually triggered by specific buyer behaviours or sales updates. By observing the type of content
prospects request, where they go and how often they visit your Web site, marketers can adapt their nurturing approaches
accordingly, placing prospects with stronger interest on a more accelerated path toward a sales conversation and scaling back.
communications with less interested individuals.
• Lead Lifecycle Campaigns (On boarding, retention, up sell, cross sell etc)
• Lead Lifecycle campaigns maximize marketing’s investment in lead generation by ensuring that leads will never grow stagnant or
lost. As a general lead nurturing rule, there should be no place in the buying process where leads just “sit,” and you should have
only one lead stage value for leads being nurtured. All other lead status values should have a time limit, and leads that sit idle past
the deadline should be automatically recycled for further nurturing. In sum, Lead Lifecycle campaigns ensure movement and
interaction with prospects, even if they are not ready to buy or sales does not engage.

60. Marketing Automation - Lead Nurturing
• Nurturing involves maintaining a
relationship with prospects and leads
through regularly scheduled, customised
communications, such as ‘drip campaigns.
• Lead nurturing is scheduled at regular intervals to
deliver the benefits of a multi-touch campaign.
• With marketing automation systems, subsequent
action points in the campaign can be based on the
precise behaviour / activity of the prospect / lead
(branched logic campaign).
• These campaigns guide prospects and leads individually
through the funnel according to their characteristics.

61. Nurturing Campaigns

62. Example: Nurture Email & Landing Pages

63. Example B2B Drip Campaign
1A
1B
2A
2B
3A
3B
TOUCH 1 TOUCH 2 TOUCH 3
Opt-in
Y/N
R
NR
R
NR NR
eDM
DM
CommBank
Y
R
Names
Landing Page 1B
Landing Page 1A
Landing Page/s 2
Registration
TIMING
SCORING
ARTIFACTS
CONTENT
5 DAYS 7 DAYS 14 DAYS
DM
eDM
Paid Acquisition
Landing Pages Form DM
eDM
Landing Pages
DM
eDM
Landing Pages
DM
eDM
Landing Pages
PPC, Display,
SEO, Social
Contact Us – Chat, Form, Phone
EXAMPLE ONLY
Content 1 (1A & 1B) Content 2 (2A & 2B) Content 3 (3A & 3B)
Yes Yes Yes Yes Yes Yes
Landing Page 1A & 1B are the same, just different
locations for tracking as 1B uses a vanity URL.
Awareness Consideration Conversion
Any prospects or leads at any stage which
actively want to speak to sales (click to chat,
please contact me form) are immediately
routed to leads.
Content A – Drive Contact Us
Drive Registrations

64. Content is King!
• Successful Inbound Marketing,
Closed Loop Marketing and
Marketing Automation is all
about content. It is also critical to
note that attempting content
marketing without Marketing
Automation is not ideal. It is
about getting the right content at
the right time to the right
prospects or customers and
continually tracking and
optimizing it’s performance.

65. Successful Inbound Marketing is Content Lead
• The marketing world has been turned upside down.
• Digital has quickly changed, and marketers
recognise they must now practice the opposite of
interruption marketing.
• To create relationships we must earn the
permission to sell to prospects.
• We must produce relevant thought leadership
content, not only content about our own products.
• The critical ingredient to creating engagement,
trust, and thought leadership positioning is content.
• Content is what attracts prospects at the top of the
funnel and content is what nurtures leads down the
funnel.
• Marketers now understand that brands must
become publishers.

66. Content and Buyer Preferences
• Prospects have preferences based on the buying stage so we
need a portfolio of content assets…

67. The Content Marketing Machine
• Here’s a description of the different
components of the machine:
1. Plan: Create a strategic structure for your
content marketing
2. Team: Assemble the group to manage your
content marketing operation
3. Ideas: Generate a steady flow of ideas for your
content
4. Production and Distribution: Assemble your
content and distribute it across the web
5. Audience Development: Generate traffic to
your content
6. Conversion & Nurture: Convert visitor to leads,
nurture them to opportunities
7. Measure & Optimise: Analyse and improve
performance

68. Use a Great Content Marketing Tool which Integrates with the leading Marketing
Automation Platforms
• Content Marketing Tool integrates
with Marketing Automation vendors
to help make your Content Marketing
efforts work. It has a great Marketing
Calendar, Workflow, Analytics and
much more.

69. All about Right Content, Right Time. Real Time
Content mapping for lead nurturing is the
process of preparing and organising our content
so that it can be distributed to our prospects and
leads at the right time based upon their needs
and stages in the buying cycle. A content map is
based on a buyer persona:
• Helps organise content that can address questions at
various stages of the buying cycle.
• Creates a blueprint for content distribution through
multiple channels.
• Services as the primary content inventory for the
purpose of reference and re-purposing.

70. Buyer Personas and Content Mapping (Illustrative)
Emotional Persona (1st home buyers, new family home etc) HOME LOANS CAMPAIGN
Customer Interest /
Tasks
Search for properties. Review property data. Lender search.
Loan / Product search.
Compare shortlist. Meet with lenders.
Pre-approval.
Found property.
Take out loan.
Theme Thought Leadership Solution Knowledge Value Story Solution Validation Financial Justification Onboarding
Perceptual Journey
of Customer
Thinking about a new
home.
Exploring, looking at new
homes.
Understanding products,
services, solutions and
getting assurance these
are right for me.
Choosing and affirming. We are confident and
ready to move forward,
negotiate deal terms etc.
We are ready to commit.
Pain Points
Messages
Customer Lifecycle
Awareness Consideration Conversion
Education Solution Vendor Selection
Content at this stage focused on introducing a
problem, and then connecting that problem to critical
issues. It should create a sense of urgency for a target
to take action, action that should eventually lead them
to consider a solution/product/service that we offer.
Once target commits to solving a problem, content
should be built to help them pinpoint their needs in
relation to the problem. Next comes the process of
matching needs against a range of solution options in
order to find the type of solution that is the best fit,
which has unique content requriements of its own.
Content at this stage should focus on helping buyers
differentiate vendors that offer the ideal solution, and
arming them with the information they will need to
address the questions and concerns of other
influencers. Clearly communicating features and
functionality, demonstrating return on investment and
total cost of ownership, and sharing details around
service.
Trying to understand the home loan process.
Staying informed throughout the process.
Trying to understand what I am signing / complexity of contracts.
Alternate staffing models
Developing agent productivity
Improving workplace productivity

71. Buyer Personas and Content Mapping (Illustrative)
Emotional Persona (1st home buyers, new family home etc) HOME LOANS CAMPAIGN
Questions
Content Articles Educational tips Case Studies Whitepapers Customer references Welcome kit
Social Media Webinars Testimonials Pricing / licensing ROI calculator Training
White papers Web site Features / benefits How to buy Live demo Customer newsletter
Blogs SEO Competitive and product
comparisons
Events Product awards
Video Analyst reports Data sheets FAQ's Checklists
Infographics Product spec sheets
eBooks Customer stories
Playbooks Industry insights
Guides Product/service fact sheets
Where can I find expert advice?
What do they offer? Leading, solid product/company?
Where can I find information on properties prices? Are their customers satisfied? Recommended by customers and analysts?
Where can I find opinions and ratings on lenders?
Do they fit my need? Meets or exceeds my needs?
Who can I call?
How can I easily evaluate/compare? Can I afford to buy & implement?
Do they meet my expectations? How can I easily purchase?
Where's the best place to go for information on
properties?
Do they have a specialist / partner in my area?Why should I choose them?
Why buy now?
How much can I borrow?
What do analysts say, are they a leader? Can I purchase online?
Is company viable?

72. You Must Audit, Map and Create Content for Buying
Stages
Mapping Your Buying Stages
Now that you’ve defined your
personas, you need to create a
buying journey that will convert
these personas into customers. A
buying journey maps a buyer’s
decision making process during a
purchase. Mapping this allows you
to:
• Understand the process your
buyers go through when
considering your product or
service
• Develop a content strategy that
speaks directly to buyers,
regardless of their stage in the
buying journey

73. You Must Audit, Map and Create Content for Buying Stages

74. You Must Audit, Map and Create Content for Buying Stages

75. You Must Audit, Map and Create Content for Buying Stages

76. Easy to Manage & Automate Content/Nurturing with right Tools

77. Nurture Campaigns, Simple to Manage & Automate - Video

78. Nurture Campaign Content – 4-1-1 Rule
• For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of
relevant content written by others.
• What’s great about this approach is that it lets you engage in the conversation, build awareness, and keep in touch
with your followers without coming across as pushy or too “me” focused. We’ve been trying to follow this approach
for our Twitter updates as well as our Facebook updates, and so far results are positive.
• The 4-1-1 rule can also apply to your lead nurturing using email. Formally, lead nurturing is the process of building a
relationship with prospects that are not yet sales-ready by conducting an informative dialog, regardless of budget,
authority, or timing. Less formally, lead nurturing is the art of maintaining permission to “keep in touch” with
potential customers as they educate themselves, with the goal of being top of mind when they are ready to move
into a buying phase.
• This is where the 4-1-1 rule can apply. As you plan out the cadence of emails you’ll send to prospects, try
scheduling four educational or entertaining emails mixed with one “soft promotion” (e.g. attend an event) and one
“hard promotion” (e.g. download a free trial or apply for an account).

79. Right click and clone event
Webinar Integration – Gotowebinar, On24, WebEx

80. Anonymous Known
Dynamic Landing Pages

81. Notifications, Alerts, Workflow

82. Lead Scoring
• Lead scoring ranks a prospect or
lead’s level of interest and sales
readiness according to a pre-
determined scoring
methodology.

83. Marketing Automation - Lead Scoring
• Lead scoring ranks a prospect or lead’s level of
interest and sales readiness according to a pre-
determined scoring methodology.
• Marketing communications are customised to
match the prospects characteristics and degree of
sales-readiness.
• Every activity the prospects or lead does is given a
score.
• When the scores reach a pre-determined
threshold, the prospect or lead is deemed
Marketing Qualified and therefore sales-ready and
transferred to the sales team.

84. Marketing Automation - Lead Scoring

85. InterestAwareness Consideration Action
Prospect
Emailed
Invitatio
n to BI
Event
Opens Email,
Clicks link,
Visits Landing
Page
Inside Sales
Calls and
Qualifies Lead
Re-
enforcing
Email
Topics
10 points
Registers/
Attends Online
Home Loans
Q&A
20 points
Visits Website
and Uses Home
Loan Tool
15
points
25 points
Qualified Lead is
Passed to Sales
5 points
Receives Email
for Home Loan
Calculator Tool
5 points
Receives Email
Invite to Home
Loans Online
Q&A
5 points
0-25 Points 26-75 Points 76-100 Points
How Lead Scoring Works in an Automated Marketing Context
Prospect
Receives Email
for Home Loan
Promotion

86. InterestAwareness Consideration Action
Visits Campaign
Landing Page
10 points
Completes
Request an
Appointment
Form
35
points
Qualified Lead is
Passed to Sales
5 points
Receives Email
Confirmation
Appointment
Request
5 points
0-25 Points 26-55 Points 56-100 Points
How Lead Scoring Works in an Automated Marketing Context
Prospects
Searches for
Home Loan

87. Content & Behavioural Scoring –
Active vs Latent BehaviourContent Scoring Attributes
Example of Active vs Latent Behaviour.
Two different prospects with same score
but with different behaviour and time.

88. Explicit & Implicit Data
Explicit: What a prospect tells us / what we know Implicit: What a prospect does

89. Content Scoring and Optimisation
Constantly reviewing what content works
throughout the funnel.
In this example, 95% of all opportunities
visited the ‘Pricing Details Page’.
You could look at all of your content and see
whether Leads, Opportunities or importantly
Conversions/Sales and viewing / engaging
with it and when.

90. Social Scoring

91. Marketing Automation – Prospect /
Lead Characteristics
• There are three Qualification Characteristics;
Demographics, BANT (Budget, Authority, Need,
Timing) and Behavioural Indicators.
• Characteristics are critical signifiers that
determine the sales-readiness of a prospect or
lead.

92. Progressive Profiling
• Ask the minimum upfront, then
ask a time based and or
contextual question on next visit.
Key information already filled
out, also encourages prospects
to keep their details up to date.

93. Progressive Profiling

94. Progressive Profiling Example
1st visit 2nd visit 3rd visit
With a Marketing Automation solution, a prospect or customer’s details can be ‘remembered’ and pre-populated
on forms. If information presented to a prospect or customer is wrong, ie. Email they are
more likely to correct it and therefore the data stays clean and up to date. On
subsequent visits, it allows us to ask one or two additional questions (progressive
profiling), ie. One time based and the other contextual based on the content they are
consuming / engaging with.

95. Operationalising the Capability
• Operationalising the capability is
critical. Organisational
structure/alignment, Centres of
Excellence and clearly defined
roles and tasks are crucial. How
does all this work in terms of
specific roles like Marketing and
Sales?

96. Centralization of Marketing Automation
Regardless of a MA’s level of centralization, specific functions must
always be centrally administered.
Centralized
Hybrid,
centralized
Hybrid
Hybrid,
decentralized
Decentralized
<5
%
25
%
35
%
20
%
15
%
Centralized: Required
• Opt-out management
• User management
• Security settings
• Field mapping
• Upload policy
• QA Policy
• Data standards
Centralized: Recommended
• Touch governance
• Templates
• Lead scoring • Lead routing
• Suggested reports• Data management
• Large-visibility
programs
96

97. Primary Owner of Marketing Automation
Though Marketing Automation can be administered in many
organizational structures, it is often located in one of three areas.
97
Marketing Operations
• Internal skills gap;
specialization of labor
• Multiple programs/campaigns
• Highly integrated with corporate
systems and dependent on data
Field Marketing
15%
Marketing
Operations
75%
Other
5%
Demand Center
5%

98. Primary Owner of Marketing Automation
Though Marketing Automation can be administered in many
organizational structures, it is often located in one of three areas.
98
Demand Center
• $1B+ in revenue
• Outsourced program execution
• Hubs of expertise
Field Marketing
15%
Marketing
Operations
75%
Other
5%
Demand Center
5%

99. What the Program Requires -
People• There are already some case studies and best practices relating to marketing
organisational structures and the types of skills & resources required to excel at
Marketing Automation, Inbound and Outbound Marketing.
• Before we look at some options, it’s important to understand five key characteristics
of a successful marketing team in this new era of marketing:
1. Strategy
2. Focus
3. Cross functional
4. Agile
5. Data driven
• Here are some organisational design options and a recommendation……

100. What the Program Requires -
People• Example 1
MARKETING LEADERSHIP
TEAM
Hires, manages & develops marketing teams;
allocates budgets, develops strategy.
BRAND & BUZZ
Objective: Generate
brand awareness
TOFU
Objective: Attract
Leads
MOFU & BOFU
Objective: Nurture &
Close Leads
KNOWLEDGE &
EVANGELISM
Objectives: Deepen
product awareness
MIT
Objective: Make stuff
• PR
• Brand
• Company Blog
• Events
• Content
• Co-marketing
• Affiliate Marketing
• Display
• PPC
• Email
• Landing Pages
• Webinars
• Calculators
• Demos / Assessments
• Product content
• Sales training
• Marketing training
• Customer events
• Centres of Excellence
• Tools & apps
• Internal marketing tech
• Innovation pilots
T E A M R E S P O N S I B I L I T I E S / A S S E T S
• Direct & branded search
traffic
• PR coverage
• Reach
• Visitors
• Subscribers
• Downloads
• Names
• Prospects & Leads
• Conversion rates
• Lead quality
• Optimisation
• Product awareness
• Product buzz
• Sales SLA’s
• Tools adoption
• Traffic / downloads /
users of tools & apps
• Marketing productivity
T E A M M E T R I C S

101. What the Program Requires -
People• Example 2
CROSS FUNCTIONAL
TEAM
(Needs a RACI or ORAP model)
BRAND & BUZZ DEMAND GEN
CONTENT &
CREATIVE
NURTURING ANALYTICS
KNOWLEDGE &
EXCELLENCE
• PR
• Brand
• Company Blog
• Events
• Co-marketing
• Affiliate Marketing
• Display
• PPC
• Display
• Social
ATL
• Research Content
• Content Strategy
• Content Mapping
• Content Creation
• Content
Optimisation
• SEO
• Develop, deploy,
track & optimise
Nurture Campaigns
• Power user for
Marketing
Automation tools
• Measure, monitor
& track all
Marketing Activity
• Analyse and
develop insights
and
recommendations
• Reporting
T E A M R E S P O N S I B I L I T I E S / A S S E T S
• Marketing Training
• Sales Training
• Centre of Excellence
• Best Practices
• Innovation pilots

102. What the Program Requires -
People• Example 3
MARKETING LEADERSHIP
TEAM
Hires, manages & develops marketing teams;
allocates budgets, develops strategy.
CONTENT CREATION
Objective: Attract and
Convert Leads
DEMAND
GENERATION
Objective: Attract Leads
LEAD MANAGEMENT
Objective: Nurture &
Close Leads
KNOWLEDGE &
EVANGELISM
Objectives: Deepen product
awareness
MIT
Objective: Make stuff
• Content Strategy
• Content Mapping
• Content Creation
• Content Optimisation
• PPC
• Display
• Social
• SEO
• Campaign development
& management
• Email
• Landing Pages
• Webinars
• Calculators
• Demos / Assessments
• Product content
• Sales training
• Customer events
• Analyst relations
• Tools & apps
• Internal marketing tech
• Innovation pilots
T E A M R E S P O N S I B I L I T I E S / A S S E T S

103. What the Program Requires -
People• PILOT RECOMMENDATION CAMPAIGN LEAD
(Marketing Manager)
INBOUND
MARKETING
CONTENT
SEO
WEBSITE
PAID
ACQUISITION
PPC, DISPLAY
LANDING
PAGES &
FORMS
FUNNEL &
NURTURING
POWER USER
AUTOMATION
TOOL
ANALYTICS
MEASUREMENT
, ANALYSIS,
REPORTING
INSIGHTS &
RECOMMENDAT
IONS
KNOWLEDGE &
EXCELLENCE
TRAINING
PLAYBOOK,
CHEAT SHEETS,
FAQ’S
CENTRE OF
EXCELLENCE

104. What the Program Requires -
People• POST PILOT RECOMMENDATION CMO
INBOUND MARKETING
(Organic Marketing)
CONTENT
SEO
SOCIAL /
COMMUNITY
WEBSITES
DESIGN
PR
PERFORMANCE
MARKETING
(Paid Acquisition)
MARKETING
FUNNEL
PPC
DISPLAY
AFFILIATE
MARKETING
BRAND
ADVERTISING
MARKETING
ANALYTICS
60-80% Leads
(Lowest Cost)
20-40% Leads
(Highest Cost)

105. Marketing & Sales Alignment
• For the Marketing Automation pilot to be truly
beneficial and successful, it is very important to
ensure Marketing & Sales are aligned and this
alignment piloted as part of the project.
• If the pilot works correctly and effectively then it will
drive better quality leads and importantly when the
prospect is likely to be ready to buy. If these leads are
not passed onto sales and dealt with immediately
(within minutes or hours) then much of the
effectiveness of the program will be negated because
we will not be able to see relevant conversion rates for
the leads generated and therefore the necessary
insights into which channels, tactics, content and
programs are working (or not).
• An aspect of Marketing Automation is Sales Force
Automation in combination with SLA’s. Both of these
components need to be established prior to the
execution of the pilot.

106. 1. Strategy &
Leadership
2. Digital
Marketing
Platform
3. Connected Sales
& Marketing
4. Digital Ignition
Digital
Marketing
Mission: More measured digital interactions with customers
Core Components for Digital & Integrated Marketing Succes

107. A cohesive, consistent and
strategic framework for
planning, prioritising, executing
and evaluating digital marketing
activities
 Efficient and productive processes
 Clear roles & responsibilities
 Relevant & effective documents (brief’s etc)
 The right skills and resources
 A better understanding of how digital aligns/ interconnects with offline
tactics
 Insightful and actionable KPI’s, timely analysis and regular reporting
 Appropriate tools & infrastructure
Our single biggest priority is to operationalise digital marketing @ CBA focusing on the basics and then scaling and
advancing from there:
A more audience & customer-
centric marketing approach
 Develop more relevant digital experiences which address customer
goals & needs across the entire user journey
 Build better online experiences which utilise industry best practices
 Overall top down audience centric prioritisation and experience
governance model
 Activate & Engage New Users
 Surprise and delight with the right content & scenarios
 Build advocacy
Acquire new leads, accelerate
purchase decisions, nuture
leads and increase customer
satisfaction
 Acquire new leads
 Accelerate purchase decisions across the entire sales & marketing
lifecycle
 Successfully nurture, retain, up-sell and cross-sell new and existing
leads
 Lower the cost of lead acquisition & retention
 Increase customer satisfaction through more timely and relevant
messaging, content and engagement
How will your organisation Master the Art of Digital?

108. 1. Shifting the Marketing Mix
4. Measurement, Analytics & Insights
3. Core External Capability:
Our Agencies
2. Core Internal Capability:
Organisation’s Digital & Online Network
5. Building an Organization of Great
Digital Marketers
Digital Ignition: 5 Strategic Pillars

109. Digital Marketing Readiness Pillars - Assessment
MarketerDrivenMarketDriven
Audience Digital Adoption
How relatively sophisticated are digital users?
Availability of Credible Research & Planning Tools
What Media consumption/digital behaviour research and planning tools are available?
Digital Media Landscape
How relatively sophisticated is the
publishing community?
Capitalising on Internal Assets
Are our internal digital assets being leveraged for
Marcom?
Embracing Digital for Marcom
Are the local teams increasingly transitioning to Digital as Core Marcom element?
Following Digital Best Practices
Are Digital Best Practices being deployed to meet marketing Objectives?
Digital Readiness Program

110. DIGITAL CENTRES OF EXCELLENCE
THE 8 COMPONENTS OF A COE
Marketing
Automation/Lead
Nurturing (MACOE)
Provides marketers with
on-demand information
for all aspects of
marketing automation,
lead nurturing, lead
scoring, landing pages,
A/B testing and individual
prospects and customer
targeted best practices.
Online Advertising
(OCOE)
Provides guidance for
planning, execution, and
optimization of online
advertising campaigns
and enables more
effective online
advertising.
Search
(SCOE)
Centralized set of
resources for Search
Engine Marketing (SEM)
to maximize ability to
deliver and retain more
qualified traffic to
IBM.com from search
activities and encourage
marketers to make
greater use of SEM.
Measurement
(MCOE)
Prescriptive framework
and guidance for
consistent measurement,
reporting, analysis,
testing and optimisation
to increase online
marketing campaign
effectiveness and
efficiency.
Cross COE frameworks and guidance for strategy, tools,
resources, communications, measurement and skills
Campaign Site
(CCOE)
Prescriptive guidance for
campaign landing
environments to increase
online marketing
campaign effectiveness
and efficiency
Strategy Process Policy Tools
Resources Communication Measurement Skills
Operationaliz
e Digital
Marketing
through COE
deployment:
Training,
resources,
skills
development
Digital Marketing Centres of Excellence: DCOE

111. Increase search marketing skill set of CBA marketers and our agency
partners through training/education of strategy, process and policy
Evangelize best practices
Provide business requirements for improving/new tools, either internally
or for our external partners
STRATEGY Create a best-in-class SEM capability by building a road map with our agency
and marketers (enables us to advance CBA digital marketing leadership)
PROCESS
Ensure consistency and integrity of processes and manage process change
and optimization
Streamline processes and reduce redundancies
POLICY
COMMUNICATIONS
HUMAN RESOURCES
SKILLS DEVELOPMENT
TOOL REQUIREMENTS
REPORTING/
OPTIMIZATION
Ensure adherence to CBA privacy standards, brand standards, vendor
management, cross-country, etc
Develop SEM scorecard, set performance benchmarks, build robust testing
plans, analyze results, optimize efforts
Scope (in order of priority) Description
Deliver updates to marketers on the SCOE, including, but not limited to
process & policy changes, aggregate SEM performance, new tools, etc.
Central core team to drive SEM leadership
Extend team to drive input to enable better relevance to corporate and
field organizations
Example: Search Centre of Excellence

112. Example:

113. Lead Management Program
Definitions
• Before embarking on a Marketing
Automation / Lead Management
journey, it is critical that
EVERYONE in your organisations
is on the same page in terms of
definitions and taxonomies.

114. Lead Management Terminology
• CBA Revenue Cycle Glossary*
# Terms Definitions Additional Description
1 Awareness This is pretty self explanatory. This is all of our Branding Activities and Content
Creation across Inbound Marketing (Owned and Earned Media) and/or
Outbound Marketing (Paid Media & Call Centre) which our target audiences are
exposed to.
All of this activity generates Traffic, Educates Prospects, Builds Brands, Produces Thought Leadership and can even help
Reduce Churn. It is critical to measure this activity correctly as a “Lead Source” (also whether Inbound or Outbound) as
the ability to determine lead source performance is critically important and therefore the Source Taxonomy is critically
important as well.
2 Names Name of an individual along with some basic contact details, for example; First
Name, Surname, Email Address and possibly Address, Phone Number, Job Title.
This is the entry point for everyone. We know little about their specific needs, their intent, their fit or where they are in
the buying cycles.
3 Prospect These are qualified and engaged contacts which could buy from us at some
stage but are not yet ready to engage with sales. They become a qualified
prospect based upon behavioural lead scoring.
For someone to move from simply a name to a “prospect,” they must conduct meaningful interactions with us. For
example; a visit to our website and either fill out a form, download content or use an online calculator. At this point the
Contact undergoes demographic lead scoring. Using this scoring, a prospect is, “the right kind of person at the right
company.” Many organisations actually define all of their Prospects as Leads but this overestimates the quality of the
Prospect.
4 Marketing Lead These Marketing Lead or Marketing Qualified Leads (MQL) are prospects which
have shown enough behavioral engagement or buying intent that we want to
call them to ensure they are ready.
An MQL is a lead deemed worthy to be handed off to sales. Sales should have the ability to reject an MQL for a handful
of basic reasons, including procedural (lead has been incorrectly routed), clerical (the prospect record is incomplete or
inaccurate) or definitional (the lead does not meet target market, activity or lead-level thresholds).
5 Sales Lead These Sales Leads or Sales Accepted Leads (SAL) have been qualified by
Marketing, based upon criteria agreed upon by both sales and marketing, as
sales ready by our Inside Sales tele-qualification teams or by active and or
latent behaviour.
Salespeople who accept MQL’s are simply acknowledging that the leads they’ve received meet the agreed-upon criteria
in the SLA. Leads should be reviewed and accepted or rejected by sales prior to attempting contact.
6 Opportunity These Opportunities or Sales Qualified Leads (SQL) are Leads which have been
successfully qualified and now constitute a sales pipeline. Therefore these
opportunities will contribute to a sales forecast.
Many companies, more commonly those with complex decision cycles, have additional stages even within the
Opportunity stage to more accurately reflect, forecast and provide confidence around longer sales cycles.
7 Sale We have successfully closed an opportunity and won either new customer
business or new business from existing customers (up sell / cross sell).
This is our final phase showing the ultimate result of our opportunities. It is important here to distinguish between net
new customers / business and new business / sales from existing customers. However, both should use the same
definition for a successful sale or deal.
*The key difference between 1,2,3,4 and 5 is
Buyer Fit and Intent

115. Lead Management Terminology
• Generic terms
Terms Definitions
Account Companies or organisations; these can be prospects, customers, partners or even competitors.
Lead An individual or company that has the potential of doing business with our organisation. Most organisations actually
incorrectly define their Prospects as Leads which is a significant over estimation of the readiness of these people to buy
and therefore an overestimation of the quality of the Lead.

116. Lead Management Terminology
• Marketing AutomationTerms Definitions Description
Marketing
Automation
The use of technology to manage and automate the process of converting prospective customers
into actual buyers.
B.A.N.T. The acronym for Budget, Authority, Need, Time - fundamental ways to determine the sales
readiness of a lead.
Lead
Management
The process of generating revenue from leads by collecting, qualifying and interacting with
individuals and/or organizations in relevant ways throughout the buying process.
Revenue Cycle A new way of looking at the traditional sales cycle, the revenue cycle starts from the day the
organization first meets a prospect and continues through the sale and beyond to the customer
relationship.
Trigger An event based on a change or update in status, demographic information, or user behavior that
causes a lead to proceed along a specific workflow branch or new path.
Workflow A pre-determined path of interactions for individuals to experience based on their profile,
demographic, and/or behavioral data with the goal of nurturing and building relationships.
Campaign
Management
The process of creating, executing, and measuring marketing programs directed at specific
audience segments.

117. Lead Management Terminology
• Lead NurturingTerms Definitions Description
Lead Nurturing The process of building relationships with qualified prospects regardless of their timing to buy,
with the goal of earning their business when they are ready.
Closed Loop Marketing Campaigns that send communications based on a prospect’s previous actions and their place
in the buying cycle.
Incoming Lead
Processing Campaign
What you do and how you act when you first meet someone will affect how he or she
perceives you from there on out
Drip Campaign A series of scheduled emails that deliver thought leadership to prospects that have opted in to
receive marketing communications.
Accelerator Campaigns Campaigns that attempt to move prospects along the buying cycle faster by providing relevant
“nudges” triggered by specific buyer behaviors or sales updates
Stay In Touch
Campaign
Campaigns that “drip” out relevant content to prospects over time, helping to educate them
and build trust and credibility for your company.
Lead Recycling The process of passing a lead from sales back to marketing because a lead was not yet ready
to buy.
Lead Lifecycle
Campaigns
Campaigns that ensure movement and interaction with prospects, even if they are not ready
to buy or sales does not engage

118. Lead Management Terminology
• Lead Scoring
Terms Definitions Description
Lead Scoring The process of determining the sales readiness of leads using a pre-determined scoring
methodology and ranking them accordingly.
Explicit Data Information that a prospect provides that is unambiguous such as title, industry,
company, etc.
Implicit Data Information that is revealed by a prospect’s online behavior such as pages visited, and
recency or frequency of visits.
Qualified The lead characteristic of being ready to engage with sales—a definition that is agreed
upon by marketing and sales according to the profile of an “ideal” customer and a
scoring methodology.
Decay Score If your prospect hasn’t had any activity for a certain period of time, say two weeks, and
then you might want to automatically deduct points. Based on inactivity, sales
recycling, or other behavioral triggers.
Threshold A score used to determine whether or not a specific action should be taken on a lead.
Depreciation The ability to automatically lower a lead score due to inactivity, status change, or any
other attribute that signifies a decrease in the level of interest – sometimes known as
Lead Degradation and Score Decay.
Active Behaviour Active buying behavior identifies “hot” leads based on activities that demonstrate sales
readiness and current interest.
Active vs. Latent buying behavior is complex and multi-dimensional. You need systems to evaluate and
value different kinds of behavior. The most important distinction lies between active vs. latent buying
behavior. The benefits come from adjusting your scoring accordingly. Understanding the difference is
crucial. For example, imagine two similar prospects exhibiting different behaviors. One has downloaded an
RFP, watched a demo and visited the pricing page - all very active buying behaviors. The other prospect has
made several repeat visits to the same page over a longer period of time with no implicit interest in your
product or service. While these prospects might both achieve the same overall engagement, one is active
while the other is latent. When creating a lead scoring model it is important to ensure you are able to adjust
your scoring to take these different buying behaviors into account.
Latent Behaviour Latent buying behavior, on the other hand, involves lower engagement activity.

119. New Marketing Metrics
• Insightful and Actionable Data

120. ‘Silly’ Marketing Metrics
• Too many organisations and too many marketers are using what I call ‘silly’ metrics to ‘measure’ marketing
and in most cases have also inadvertently created a tsunami of un-actionable reports.
• There are generally two categories of ‘silly’ marketing metrics:

121. Within Each Opportunity, Start with Questions, Not Data….
Traditionally, organisations are tempted to start by gathering all available data before beginning their
analysis.
This leads to an all-encompassing focus on data management – collecting, cleansing and converting data – with little
time or energy or resources to understand its potential uses. It also usually results in data being trapped in legacy
systems which the marketing tools and applications cannot access and use in real-time.

122. Marketers Struggle With
Measurement in Four Fundamental
Ways1. Action without data
• High level goals without supporting
metrics to define them
• Measurement intended, but not
delivered (technology, budgets…)
4. Context without action
• No plans for improvement, continue as
before
• Actions “miss the window” to be
effective
2. Data without insight
• Unread reports (everyone gets 7+…)
• Data used to justify current activities vs
guiding new ones
3. Insight without context
• Confusion on which measures are
“right” and deserve focus
• Little proven business value from web
behaviours (“visits / impressions”)

123. Four KPI’s Summarise Marketing
Impact**
Marketing
Generated
Revenue
% of sales
revenue
uniquely
created by
marketing
10% to
47%
Marketing
Influenced
Revenue
% of sales
revenue
touched by
marketing
30% to 82%
Investment-to-
Pipeline
Average cost
of demand
creation of
sales revenue
1% to 4%
Investment-to-
Revenue
Average
revenue
generated from
$1 invested in
demand
creation$5 to
$20+
*Cross-industry averages
** CSAT or NSAT would be another critical metric

124. Six Metrics Diagnose Marketing
OpportunityDatabase
% database
with bad/
incomplete
records
25%+
Inquiries
Raw
responders
or hand
raisers
(Awareness
to Names)
2-5%
Marketing
Qualified
Leads
(MQLs)
Leads ready
to be
qualified
(Contacts to
Leads)
4% to
8%
Sales
Accepted
Leads
(SALs)
Leads
accepted by
Sales
45% to
75%
Opportuniti
es
(Sales
Qualified
Leads -
SQLs)
A lead that
is
opportunity
in pipeline
45% to
60%
Opportunity
-to-Sale
Leads that
have closed
20% to
30%
*Cross-industry average conversion rates

125. Diagnostic Metrics - Example

126. Metrics to Diagnose Marketing Operational Performance
Operational Performance
Operational performance KPI’s are what marketing managers and marketing management review to look
at the high level operational performance of their marketing effort and activities either by campaign and
or channel / tactic.

127. Top Drivers of Satisfaction for the Field
Potential
NSAT
Impact
H1 FYxx
Net
Score
∆ 6
Months
∆ 12
Months
∆ 18
Months
H1 FYxx
Driver
Rank
1.1 125 -9 -1 -6 21
0.7 113 -9 -1 -1 3
0.6 104 -3 +2 -2 18
0.6 77 -4 +6 +6 9
0.4 105 -16 -5 -8 2
0.4 109 -7 +3 +1 23
0.4 107 -4 +1 +1 16
0.3 93 -9 +1 -7 13
59% Somewhat Satisfied Swing Voters
To prevent the “At Risk” population
from moving to DSAT, prioritize efforts
to improve:
To move the “Leaning” population to
VSAT, prioritize efforts to improve:
•Demonstrates an understanding
•Helps me understand the software
roadmap
•Has appropriate frequency of
contact
•Demonstrates an understanding
•Products are easy to install •Is knowledgeable of tech solutions
H1 FY09
H1 FY08
DSAT
16%
DSAT
15%
At Risk
2%
At Risk
2%
Neutral
54%
Neutral
51%
Leaning
3%
Leaning
6%
VSAT
25%
VSAT
26%
IT Pro
Quality Cares Value Innovative Trust Security Ease Resources
NET
∆ 12
Months
NET
∆ 12
Months
NET
∆ 12
Months
NET
∆ 12
Months
NET
∆ 12
Months
NET
∆ 12
Months
NET
∆ 12
Months
NET
∆ 12
Months
Microsoft 104 -5 85 +2 73 -4 111 -4 103 +4 87 +2 79 -7 115 +2
IBM 144 +22 124 +26 121 +29 125 +9 133 +14 119 -10 114 +16 123 +17
Red Hat Linux 134 118 150 125 128 142 107 121
Oracle 104 102 81 96 105 111 100 107
Sun 128 115 121 132 120 131 109 121
Symantec 117 +4 101 +3 108 -5 115 +10 125 -2 129 -4 108 +9 101 -5
Qualitative Audience Performance Summary: Example Data Only
Swing Voter AnalysisPerformance on H1 FYxx Drivers
Competitive Analysis (Core Measures & Pillars)
H1 FYxx Top Improvement Areas
Lower price on products (incl. more
competitive pricing)
Licensing/improve licensing
Easier licensing policy
More reliable system (incl. less
system crashes)
Windows Vista Improved ease of use of products
Verbatim Distribution
49%
55%
46%
40%
4%
5%
5%
10%
15%
15%
10%
14%
22%
14%
20%
18%
9%
8%
17%
15%
H1 FY4
H2 FY3
H1 FY2
H2 FY1
Verbatim Themes Product (Net)
Security (Net)
Resources (Net)
Ease of Doing
Business (Net)
Cost (Net)
Scores showing significant improvement Scores showing significant decline Metric Leader
NSAT VSAT DSAT H1 FYxx
Base SizeH1 FYxx ∆ 6 Mos. ∆ 12 Mos. ∆ 18 Mos. H1 FYxx ∆ 6 Mos. ∆ 12 Mos. ∆ 18 Mos. H1 FYxx ∆ 6 Mos. ∆ 12 Mos. ∆ 18 Mos.
109 -8 -2 0 25 -2 -1 +3 16 +6 +1 +3 403
NSAT Performance
0.2%
0.2%
0.1%
0.4%
0.2%
0.2%
0.3%
0.2%
0.9%
0.5%
0.5%
0.2%
0.2%
0.2%
0.1%
0.1%
Products are relevant to my needs
Resources help me do my job better
Products are reliable
Products are secure from vulnerabilities
Products are easy to maintain
Resources help me get the most of our
products
Resources help me connect to the IT
community
Communicates business value
Share of impact moving DSAT to SSAT Share of impact moving SSAT to VSAT
Getting the right quantitative
data is only half of the
marketing measurement
equation.
Equal effort and investment
must be made into
Qualitative Measurement as
it provides insight into
behaviour, drivers and
needs.

128. Example: Qualitative Optimisation Priorities Example
Measuring the NSAT
(CSAT – DSAT * 100)
opens up other critical
performance and
operational insights
and can help identify
important issues which
quantitative data will
not identify.

129. CBA Should Have Organisational
Wide – Data CardData Card: Dynamic universe sizing
and reporting capability supporting
audience management and campaign
planning.
How does the Data Card enable
greater audience management and
campaign planning strategy?
• Dashboard view with quick
filtering capability.
• Detailed visibility into customer &
prospect universe (including non-
contactable) by segment,
audience, sub-audience, region,
etc.
• Historical data visibility enables
trend reporting for reach,
contactability, and touch metrics.
• Customizable standard report
views, pivot table report, and
Excel download capability for all
reports.

130. Sample Reports
• Embedding Real Time and On
Demand Insights with Marketers
to Empower More Effective
Marketing Planning, Execution
and Optimisation.

131. Sales Performance Reporting

132. Sales Performance Reporting

133. Sales Performance Reporting

134. Sales Performance Reporting

135. Sales Performance Reporting

136. Sales Performance Reporting

137. Sales Performance Reporting

138. Closed Loop Analytics - Revenue Performance Management

139. Closed Loop Analytics - Revenue Performance Management

140. Closed Loop Analytics - Revenue Performance Management

141. Closed Loop Analytics - Channel performance & Velocity

142. Closed Loop Analytics - Single view of customer (Detailed)

143. Closed Loop Analytics – Individual Lead & Customer Behaviour

144. Easily Track and Measure Nurturing Campaigns

145. Social Analytics

146. Email Analytics

147. A/B Testing - Email, Landing Page and Forms

148. Revenue Cycle Analytics
Key topic areas:
• Balance
• Flow
• Conversion
• Velocity
Filter/Drill into
data, e.g. by
Program Type,
Business Unit,
Geography etc.
Trends over time
Measure key metrics
associated with each stage
of the marketing & sales
funnel:
• Balance of leads in
stage
• In flow
• Out flow
• Conversion rate
• Velocity (time in stage)
Then have the ability to
filter this information by

149. Revenue Cycle Analytics

150. Revenue Cycle Analytics

151. Sales Insight
• Embedding Customer Behaviour
and Marketing Engagement
Insights to Human Channels to
Empower and Enable Sales

152. Sales Insight – Basic Lead / Contact Details in Salesforce

153. Sales Insight – Enhanced Customer Details in Salesforce
Standard Salesforce
Contact Record
Sales Insight Information
embedded in Salesforce or
Dynamics CRM or SAP

154. Sales Insight – Individual Lead / Customer Behaviour

155. Sales Insight – Individual Lead / Customer Behaviour

156. Sales Insight – Individual Lead / Customer Behaviour

157. Sales Insight – Prioritising Hot Leads for Sales

158. Sales Insight – Individual Lead / Customer Behaviour

159. Sales Insight – Lead Behaviour Notifications for Sales
Sales or marketing can
setup real-time Email and
or SMS alerts to let them
know of specific prospect
or key customer
behaviours.

160. Sales Insight - Mobile RSS Feeds for Mobile Sales Teams

161. Timely Follow up
• As Marketing Automation
identifies prospects and leads
when they are ‘hot’ and ready to
speak to sales / buy, it is critical
that they are followed up
immediately. After 5 minutes,
conversion rates drop off 100
fold.

162. Contacting Hot Leads – Benchmark Data

163. Hot Leads Must Be Followed Up Quickly
If a ‘hot’ lead is generated / identified it
is critical to follow up the prospect /
customer as quickly as possible.
Conversion rates drop 100 fold after 5
minutes.

164. No Lead Left Ever Left Behind – Alerts & Escalations

165. How Does it Work?
• Scenario of Marketing & Sales
Alignment – Marketing
Automation + Sales Force
Automation.

166. Customer Scenario

167. Anonymous person searches for ‘Home Loan’ clicks link
A score would be given for visitor
behavior. For example a higher score
of 10 might be given for the search
term ‘Commonwealth Bank Home
Loan’ vs a score of just 5 for ‘Home
Loan’.

168. Visits our Home Loan Page
Scores can be given for visiting
specific pages. For example, visiting a
pricing page could generate a score
higher than a general product page.

169. Anonymous person submits form, becomes ‘known’ Name
A score high enough (ie. 50) to automatically
push a visitor above the threshold score
which determines whether a Lead is a
‘Marketing Qualified Lead’ would be given
for completing an online ‘Contact Us’ form.

170. Inside Sales Receives Email Alert of Qualified Lead
These notifications / alerts
can be as simple or complex
as required. If Sales don’t
follow up a Hot Lead within
an agreed period, a follow
up email can be sent and if
still not followed up an
email can be sent escalating
it to a manager.
All of these SLA’s can be
reported on to determine
which branch / sales person
is or isn’t meeting agreed
SLA’s.

171. Inside Sales Clicks on Link in Marketing Qualified Lead Email Which then Opens the Record in
Salesforce

172. Inside Sales Immediately Changes the Status of the Lead

173. Inside Sales De-Dupes, Cleans & Adds Value to the Data
In addition to de-duping and
merging any duplicated records in
your CRM, an Inside Sales
Development Rep (part of
Marketing team) would also use a
subscription to D&B or relevant
equivalent to add value to the basic
data. For example, Industry SIC
code, correct Company Name,
CAN/ABN, address etc.

174. Inside Sales then Qualifies the Marketing Lead
• Doing human qualification of a marketing lead is critical to
determining whether a Marketing Lead is indeed a real opportunity
which can be passed onto sales.
• Qualification is unique to individual companies, but typically it
would include some or all of these components and the
qualification notes would be entered into Salesforce:
• Demographics
• Behavioural Indicators
• B.A.N.T. – Budget, Authority, Need, Time
• Mandatory questions
• Nice to have questions
• Developed and agreed on questions with sales teams
• An Inside Sales team would also look after inbound calls, online
chat, outbound calls and can even manage lower valued accounts.

175. Inside Sales Logs the Lead Qualification Details which Records Activity in CRM for Sales Rep

176. Inside Sales can ‘Recycle’ or ‘Un-qualify’ Lead if they Determine it’s not a Real Opportunity to go to
Sales

177. Lead is Recycled or Unqualified
If the Lead is not yet ready to buy then they are
‘recycled’ which automatically puts them back into
Drip Nurturing Campaign (stay in front).
If the Lead is genuinely not interested or our
organisation cannot help them with a specific
product / solution then they need to be
‘unqualified’.

178. If Lead is Qualified, It Is Now Converted to Opportunity

179. Lead is Converted to an Opportunity, Opportunity Created

180. Lead is Routed, Distributed, Allocated to Sales Rep

181. Sales Rep Reviews Lead/Customer’s Marketing Engagement & Behavioural Information and then
Contacts Them
Before Sales contacts the
Lead or Customer, they
first review what product
information, marketing
activities the Lead or
Customer has
engagement with.
Individually targeted cross
sell and up sell messaging
and offers could also be
displayed at this point for
the sales representative

182. Sales Team is Forced to Select Reason for Recycling or Un-qualifying the Opportunity (Feedback to
Marketing)
In order for Marketing
and Sales to understand
the effectiveness of
marketing investments,
the quality of leads and
conversion rates, Sales are
forced to select a reason
for Recycling or
Unqualifying a Lead.

183. During the Opportunity Engagement Stages the Sales Rep Must Update Opportunity Stages (Pipeline
Management)

184. Or, Close Out the Opportunity when it is Closed/Lost

185. What Tools Do What?
• It is critical to define, understand
and explain what tool does what
and when in context of
Marketing Automation as well as
any differences between systems
and applications.
• *In my view most organisations don’t have a
Digital Marketing Platform (DMP) Vision which
defines their systems, application and
technology roadmap. It is crucial to define one
first. See example Vision at end of this
document.

186. Marketing Automation
• Marketing Automation Delivers an Integrated Solution
• We already know that marketing technology is not a new thing. For
example, companies already use solutions for email marketing and
Customer Relationship Management (CRM), so many marketers are
confused. What does marketing automation replace, and what does it
complement? Furthermore, how does marketing automation compare
to other new technologies and marketing trends, such as content
marketing, inbound marketing, and social marketing?
• Many CRM systems already have a module for marketing, which is
why marketers wonder whether they really need marketing
automation to run their modern marketing departments. From a
functional perspective, CRM systems typically do not provide
functionality for things like email marketing, prospect behaviour
tracking, and marketing program management. And it’s true that
many CRM systems can be customized to handle things like
automated campaign flows, lead scoring, and de-duplication. But it’s
hard.
• A marketing automation solution also delivers essentially all the
benefits of an email marketing solution along with integrated
capabilities that would otherwise need to be cobbled together using
various standalone technologies.

187. Marketing Automation & CRM
• Architecture of Marketing Automation vs
CRM
• If you dig into the design and capabilities,
you’ll find that while CRM systems provide
indispensable value to any kind of sales
organization, the reality is that they fall
short for most marketing departments. CRM
systems are designed and optimized for a
very different purpose, which is what
creates the whitespace for marketing
automation vendors.
• Here’s a very high-level summary of how the
two systems differ from a strategic and
architectural standpoint.

188. Marketing Automation & CRM
• Features and Capabilities of Marketing
Automation vs CRM
• Now, let’s take a comprehensive look into
the specific capabilities of a marketing
automation system compared to CRM alone.

189. Marketing Automation
• Marketing Automation Delivers an Integrated Solution
• We want confidence that the platform we buy will meet all of our needs today – meaning it works with the systems and processes we have
– as well as any systems we may need to use in the future. At the same time, marketing as a whole is moving so quickly that there is a
dizzying array of possible solutions we can use.
• Complete marketing automation systems include functionality for lead generation, including online and offline events, pay-per click, and
tradeshows, as well as organic programs such as social and content marketing.
• While modern marketing automation started with email, many platforms today provide a single source of truth for everything you know
about a prospect or customer. They combine information from your CRM system, social activity, your website and blog, buyer purchase
history, and other behavioral information. With this complete view of a customer’s needs and interests, you can trigger relevant interactions
at the right time, over any channel.
• Today’s marketing automation systems directly provide or integrate with social capabilities including social profiles, campaigns, sign-on, and
promotions. This means you can trigger marketing actions based on any of these activities, such as making a tweet, sharing a post, and so on.
• Marketing automation is not just about new business. The same segmentation and nurturing capabilities can and should be used to develop
and deepen relationships with customers, not just prospects.

190. Marketing Automation
• A few of the categories that a robust Marketing Automation discipline should include are:
• Dynamic campaigns. Enhance your campaigns with interactive online media, including rich videos, live chat, and rich display advertising.
• Social campaigns. Manage multiple social profiles, schedule messages and updates, track brand mentions, and analyze social media traffic.
• Top of the funnel. Most marketers today focus a significant portion of their time generating leads at the top of the funnel. Work with SEO and
inbound marketing solutions, A/B testing solutions for your landing pages, and learn how to better serve your anonymous visitors to drive
higher conversion.
• Lead data enrichment. Data is the lifeblood of your marketing, so you’ll want to enrich and augment your data with the latest and best
solutions available.
• 360 degree view of online behaviours. To enhance lead scoring and relevance, you need to know everything your prospect does online – not
just on your website, and not just when they are in the “lead to revenue” funnel. Go beyond your website and webinars; bring in behaviours
from online communities, social networks, online videos and documents and more.
• Content Marketing. In a world where attention is a scarce resource, the best marketers build their own audiences, rather than rent someone
else’s. To do that you need editorial discipline and workflow, and the ability to curate and publish content on a regular schedule.
• Lifecycle Marketing. Marketing is not just about conversion at the top of the funnel. It’s about identifying potential customers and being the
voice of the customer throughout the entire lifecycle.

191. ADOBE SITECATALYST
ADOBE CQ, TEST&TARGET, AUDIENCE MANAGER
DIGITAL EXPERIENCE MANAGEMENT
DAM
Design Testing, A/B
Testing
1. Multichannel
Content
Management
Content Targeting,
Personalisation
Ad Targeting
WEB ANALYTICS
Heatmaps1. Reporting
1. Cross Device
Analytics
Segmentation MarketingAttribution
CRM
Forecasting Social CRM
Email Integration
2. Database
Approvals, Workflow,
Automation
6. Analytics
Sales Force
Management&
Automation
Knowledge
Management
Order Processing
Customer Service Contact Management
3. Reporting
1. GDW
BI & PROPENSITY MODELLING
SAS KXEN Tableau
Existing CRM Frontline
Systems
REPORTING
1. Macro Web Analytics. For cross device
website usability and performance
diagnostics. For online publishing teams.
2. Micro Analytics. For end-to-end inbound
marketingperformancemeasurement and
optimisation.For marketers & executives.
3. For sales forecasting and pipeline
performancemeasurement. For sales
channels, sales managers
ANALYTICS
1. Macro Web Analytics. For cross device
website usability and performance
diagnostics. For online publishing teams.
2. Micro Web Analytics. For end-to-end inbound
marketingperformancemeasurement and
optimisation.For marketers & executives.
3. Sophisticatedanalytics to assess demand
generation and lead nurturing programmes
using pre-built, interactivereal-time
dashboards
4. Dashboards and analytics that allow you to
see the performanceof your individual social
campaigns, so you can test, tune and optimise
them over time.
5. Sales dashboard with full insight into the
hottest leads and opportunities as well as lead
and customer engagement and behavior.
6. For sales forecasting and pipeline
performancemeasurement.For sales
channels, sales managers.
DATABASE
1. GDW will always be a Consolidated Data
Warehouse for all required data.
2. The CRM Database contains either a subset or
all of the GDW customer related data for use
in the CRM and MarketingAutomation
System.
3. This Database becomes the Actionable
‘system of record’ for all marketingand
customer engagement related data.
MARKETING AUTOMATION
2. Lead Capture
Forms & Landing
Pages
2. Closed Loop
Analytics
Email
Campaign
Management
Social Marketing
3. Revenue Cycle
Analytics
Workflow,
Automation, Nurturing
Lead Management&
Distribution
2. Reporting
5. Sales Insight
Segmentation, List
Management
3. Database System of
Record
Lead Scoring
4. Social Analytics
A/B Testing
LANDING PAGES & FORMS
1. The CMS if for all persistent web pages,
microsites and other more complex content.
2. MarketingAutomation provides the capability
for marketers to quickly design, deploy, test
and optimise simple landing pages and online
lead capture forms.

192. Email and Online Marketing
Batch Email Marketing
Email Deliverability & Reputation Management
Real-time Triggered Emails
Landing Pages
Forms
A/B Testing
Dynamic Content
Mobile Optimised
Sales Emails
Progressive Profiling
Hidden Form Field Population

193. Which Tool – Forms & Landing Pages
Persistent Website Campaign Microsite
CMS - Adobe
A/B Testing – Adobe
Content Targeting - Adobe
CMS - Adobe
A/B Testing – Adobe
Content Targeting - Adobe

194. Which Tool – Forms & Landing Pages
Lead Capture Pages / Basic Landing Pages
CMS – Marketing Automation
A/B Testing – Marketing Automation
Dynamic Content – Marketing Automation
Email
Email – Marketing Automation
A/B Testing – Marketing Automation
Dynamic Content – Marketing Automation

195. Email and Online Marketing
Component Description
Batch Email Marketing Email marketing is the ability to create “what-you-see-is-what-you-get” (WYSIWYG) emails and newsletters with easy-to-use design tools, send emails
to groups of customers and prospects, and track and report on deliveries, opens, and clicks. It gives you a complete view of email performance.
Email Deliverability and Reputation Management Simply sending emails cannot impact revenue if the emails do not make it to the recipients’ inboxes. Since marketing automation typically replaces a
stand-alone email service provider (ESP), your vendor should offer functionality and services to ensure inbox delivery. This can include opt-in
management, bounce handling, unsubscribe processing, and suppression lists, as well as higher-end services such as dedicated IP addresses and
capabilities like email preview, spam checking, link validation, and delivery monitoring.
Real-Time Triggered Emails Triggered emails give you the ability to listen for specific customer behaviors and events and respond with an appropriate real-time email. For example,
when a prospect clicks on a specific link, a sales rep logs a call, or a lead score goes above a certain threshold, you can automatically send the right
message at the right time. Personalized, 1:1 emails based on real-time behavioral data can increase open rates by 50% and conversion rates by 350%
(Jupiter Research).
Landing Pages The landing page is an essential part of many marketing campaigns. By directing clicks to a landing page customized for a specific email rather than a
generic home page, marketers can significantly improve their conversion rates. That’s why many marketing automation systems include the ability to
build WYSIWYG pages with a graphical interface, without help from IT or the Online team.
Forms Registration forms can be placed on landing pages, microsites, and corporate websites. When a prospect or customer fills out the form, it captures the
activity and adds the lead to the database (if new). Some systems have “progressive profiling,” which are smart forms that recognize known visitors and
ask different questions to build out the profile over time. Some systems also allow for “social sign-on,” letting users register on landing pages using their
social credentials.
A/B Testing (Emails and Content) An effective split-testing strategy drills into what works to maximize response rates, and can raise your conversions by 48% or more, according to
MarketingSherpa. You can test emails (subject lines, copy, graphics, calls to action, frequency, timing, etc.) as well as landing pages, forms, and so on.
Dynamic Content Emails and landing pages that have been customized for specific segments drive much higher engagement. Customize text, images, and calls-to-action
based on criteria, including location, industry, job title, and much more. For example, send different messages to current active opportunities than to
early stage prospects.

196. Email and Online Marketing
Component Description
Mobile Optimized As mobile devices become increasingly popular in business, the marketing system must support mobile-optimized emails and landing pages.
Sales Emails This is the ability to personalize “from addresses” and signatures on behalf of individual sales reps, so that automated emails appear to come from the
specific sales owner.
Progressive profiling To easily create dynamic forms that recognize known visitors, prepopulate any existing fields, and gather additional information to complete lead
records.
Hidden form field population Based on a URL parameter or a cookie without custom code. For example, you might capture the lead source and search keyword as a hidden field.

197. Lead Management
Marketing Database
Single View of the Customer
Segmentation
Multi-touch Campaigns / Lead Nurturing
Online Behaviour Tracking
Lead Scoring and Grading
Data Quality and Append
Automated Sales Alerts and Tasks
CRM Integration (Data Sync)
Lead Lifecycle Workflows
Sales Intelligence

198. Lead Management (contd…)
Sales Campaigns
Revenue Cycle Modelling
Real-time, behaviour based trigger responses
Advanced Segmentation
IP Lookup
Multiple Lead Scoring Models
Separate Lead Scores for Lead Demographics &
Behaviours
Decay Score

199. Lead Management
Component Description
Marketing Database A marketing database is the system of record for your most important marketing assets: your leads and contacts. It should include more than the data
in your CRM system, providing a rich view of all marketing interactions between each person and your company, including website visits, email clicks,
scoring changes, data updates/history, and so on.
Single View of the Customer The more powerful marketing automation solutions extend the marketing database to include data from third-party systems, social networks, in-house
applications, and more. They provide a true single view of your customer and prospect. This enables the platform to trigger “right-time, right-message”
interactions and extend beyond marketing into broad customer lifecycle management.
Segmentation The ability to precisely micro-segment your database and target the exact right list of leads and contacts is essential to the success of all
marketing activities. These filters should include a combination of demographic, household, and firmographic attributes (title, company size,
location), as well as behavioral filters and CRM information. Here are some example lists: high-score leads in a particular region who
visited your website in the last seven days; contacts at active opportunities who registered for an upcoming webinar; or prospects who received an
email offer and did not click through but visited your website anyway.
Multi-touch Campaigns / Lead Nurturing This is the ability to automate “drip marketing” campaigns that send relevant messages over time, based on prospect behaviors and predefined
campaign steps. This can include automated email marketing flows, but can also include other channels as well. Often, this
capability is used to run lead nurturing workflows that are designed to maintain and deepen relationships with prospects over the long term.
Online Behavior Tracking This is the ability to track which emails prospects open and click, what webpages they visit, what keywords they use, even what they say on social
networks – all with the goal of understanding who they are, what they are interested in, and where they are in the buying process with
your company.
Lead Scoring and Grading With lead scoring, you automatically qualify leads based on demographics and BANT criteria as well as specific prospect behaviors, including recency
and frequency. By tracking each of these factors and assigning appropriate weights to each, you get a comprehensive view of prospect interest and
engagement. More advanced capabilities include reducing scores based on inactivity, and supporting multiple
scoring models that separate demographic fit from behavioral interest, as well as scores for different products, divisions, etc.
Data Quality and Append CRM data is often full of duplicates and missing records. This isn’t a problem for salespeople who work with one record at a time, but it’s hard to use for
Marketing. Data quality is an essential underpinning to any successful marketing program, consisting of de-duplication, cleansing, and appending. De-
duplication recognizes leads and contacts you already have in your database, prevents duplicates before they enter, and merges any duplicates that
already exist. Cleansing standardizes data, such as titles and company names, and removes bad data, such as contacts that are no longer with the
company. Appending means filling in missing or incomplete data by adding additional contacts to an account or filling in missing fields, such as phone
number or industry.

200. Lead Management
Component Description
Automated Sales Alerts and Tasks This is the ability to create tasks automatically and provide real-time sales alerts over email, RSS, or mobile device. It can be important to
ensure that Sales receives and acts on lead information in a timely fashion.
CRM Integration (Data Sync) Marketing automation solutions have varying levels of integration with CRM systems. While some require manual mapping of fields, others
do it automatically and maintain the connection over time. Some sync information in near real-time; others less frequently. Some systems
provide access primarily to lead and contact information; others give access to opportunity and custom objects as well. This is a particularly
complex area with high variance among solutions, so it’s worth taking the time to understand your needs and your vendor’s capabilities.
Lead Lifecycle Workflows This takes marketing automation beyond email and web marketing, extending the workflow engine to integrate with the CRM system to
create complete lead management workflows. It includes automated data field updates (e.g. update lead status based on changes to the lead score);
automated list management; and lead routing / territory assignment rules. It also lets you ensure sales follow-up by creating tasks directly in the CRM
system, reassigning leads if they don’t follow-up, and converting hot leads to opportunities. And it supports lead recycling processes, where sales leads
are passed back to Marketing for further nurturing.
Sales Intelligence Sales intelligence provides account executives with easy access to the key interesting moments and prospect behaviors, so they can focus on the
hottest leads and opportunities —and know what the prospect wants to talk about. Some solutions provide reps with drill-in capabilities to see which
emails are opened and clicked, which web pages the prospect visits, and how the lead score changes over time.
Sales Campaigns Some solutions allow Marketing to create campaigns that Sales can add prospects into, or even run targeted campaigns of their own.
Revenue Cycle Modeling This is the ability to define the stages for how leads flow through the revenue cycle, automate the rules for how leads move from stage to
stage, and to provide an easy-to-understand framework for the sales and marketing process. It provides the foundation for establishing clear
rules governing how leads transition from one stage to the next and assigning Service Level Agreements (SLAs) for lead response and disposition.
Real-time, behavior-based trigger responses Real-time, behavior-based trigger responses—based on real-time behaviors, not just pre-set schedules. For example, if your customer visits a key
webpage twice in one week, you might send him a special offer and alert the sales team immediately.
Advanced segmentation Combine real-time triggers, demographic fields, and behavioral attributes in a single list.

201. Lead Management
Component Description
IP lookup By inferred company and geocoding by zip code, state, region, and so on.
Multiple lead scoring models To track interest and engagement for multiple products or businesses.
Separate lead scores for lead demographics and
behaviors
According to Benchmarks on Revenue Performance, companies that implement this kind of lead scoring enjoy 23% better sales productivity
and a staggering 33% higher revenue growth than companies that only use demographic scoring.
Decay score If your prospect hasn’t had any activity for a certain period of time, say two weeks, and then you might want to automatically deduct points. Based on
inactivity, sales recycling, or other behavioral triggers.

202. Marketing Programs / Lead
Generation
Program Management
Event Marketing including Webinars
Cloning
Program Import / Export

203. Marketing Programs / Lead
GenerationComponent Description
Program Management Manage marketing campaigns and programs across multiple channels, including online ads, video campaigns, mobile, virtual events, and
social media. Create and optimize program assets such as landing pages, emails, campaigns, and lists. Track program objectives, results, and costs to
assess the program ROI.
Event Marketing including Webinars From attracting attendees to registration administration to post-event follow up, the event management lifecycle can be laborious. Event
marketing capabilities streamline the entire event process, including personalized invitations, registration, reminders, and post-event follow up. They
can also provide analytics, so know how many people have registered, how many attended, and so on. For online events, some
marketing automation systems integrate with tools like Cisco WebEx®, Adobe Connect, Citrix GoToWebinar, ON24, and Readytalk to streamline the
process further.
Cloning Each marketing program contains multiple emails, landing pages, campaigns, and lists, but many programs are similar in structure. The ability to clone
an existing program can save significant time and resources, especially if your system makes it easy to edit all program
parameters in one place and automatically update all the underlying assets (e.g. emails).
Program Import/Export Some systems provide access to a shared library of pre-built verified programs and the ability to exchange marketing programs with other users. This
means you can take advantage of their best practices to jump-start your implementation and see results faster and with less effort.

204. Social Marketing
Social Sharing and Campaigns
Social Campaigns
Social Profiles
Social Engagement and Promotion
Facebook Registration Page Publication