The business case of marketing automation Efficiency, effectiveness and aligment People, systems and processes

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(119-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
Jan Peeters– Sales Director
April 2014
A case for Marketing
Automation

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(219-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
LeadFabric customers
Information Technology
Industrial Solutions
Professional Business Services Financial Industry
Healthcare Sector Automotive Media
Other

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(319-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
Customers’ buying processes
have evolved in our world of ubiquitous,
instant, global communication
…but companies’ selling processes
have for the most part stayed the
same ”

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(419-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium

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(519-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
of the buyer’s buying
journey has been completed before the
sales rep establishes contact

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(619-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
31%
18%
9%
11%
16%
15%
Administration
Problem solving
Prospecting
Active selling
Non Value added time
Traveling
Time spent by sales people
Bayler business School & Alexanderproudfoot.com (2009)

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(719-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
Process, people, technology

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(819-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium

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(919-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium

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(1019-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
Marketing performance
Best in Class Industry
Avg
Passive
Status Quo
Number of responses needed to make one new customer.
50 150 1400

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(1119-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
Timing is everything
20%
Followed up
30%
Qualified
20%
Don’t buy
80% Not
Followed up
70%
Disqualified
80%
Do buy

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(1219-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
Qualification
Behavior and intent
Profile&demography
Marketing
Qualified
Leads
Nurture zone

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(1319-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
Alignment
MQL
SQL
INQ
MQL
- Procedural
- Clerical
- Definitional
SAL & SLA
SQL

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(1419-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
The case for Marketing Automation

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(1519-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
Components

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(1619-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
Contact
Jan Peeters
LeadFabric
jpeeters@leadfabric.com
+32 477 619 193