Presentation on Marketing Automation delivered to the Valley Industrial Association on November 3, 2010.

1. Making Marketing Easy
with Automation
Steve Susina
11/3/2010
©2008 Laurus Technologies, Inc.

2. Agenda:
> What Is Marketing Automation
> How Marketing Automation tools differ from (and enhance) CRM
systems like Salseforce.com and Email services like Constant Contact.
> Understanding ROI
> How you can identify high ROI tactics and improve performance of your
marketing program.
> Introduction to lead scoring, and why is it important for marketers
today.
> Two Case Studies
> Event invitation and attendance
> Lead assignment and notification
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3. Lead Lifecycle Process Today
Prospect
/
Recycled
Database
“Contact
Us”
“Free
Trial”
Recycle:
Contact
Inbound
Call
Specify
;me
/
within
24
Unknown
;me
hours
Sales
Y
Owner?
N Sales
Lead
Process
within
7
days
Alert:
ISR
Lead
5
minute
telemarke;ng
response
Customized
telemarke;ng
call
&
email
within
24
hours
Opportunity
Disqualified
Branching
/
addi;onal
telemarke;ng
(21
days)
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4. What is Marketing Automation
130,000
115,000
100,000
Total Potential (US)
Penetration
2007 2010 2013
“By 2010, over half of marketing staff in “As the job of the B2B marketing
companies worldwide will use enterprise organization evolves from pure demand
software… $2.5 billion global generation to qualifying and nurturing
spending on marketing automation leads, marketing automation becomes a
technology by 2010.” ‘must have’ application.”
– Gartner Predicts 2007: A Return to Growth Fuels – Elana Anderson, former VP Marketing
Marketing Technology Spending Strategy and Research, Forrester
Source: Firstmark Capital
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5. Evaluation
> Looked at 3 vendors
> Eloqua
> Vtrenz / Silverpop
> Marketo
> Capabilities are similar
> Create emails
> Sync with Salesforce
> Manage Campaigns
> We Chose Marketo
> Ease of Use
> Cost
> Reputation & recommendations
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6. What is Marketing Automation
Eloqua
Vtrenz Marketo
Oracle/Siebel
Manticore
Strategic Vision Market2Lead
(B2B marketing
specific needs)
MarketFirst Salesforce.com
Unica LoopFuse
Aprimo
Pardot
Omniture
Fast and Easy
(Ease of use, implementation, training, affordability)
Source: Firstmark Capital
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7. What Is Wrong With
Current Marketing Tools
> CRM (Salesforce.com
> Manage database of contacts
> Effectively manage one person who buys one thing
> Filtering based on prior activity
> Difficult to monitor responses
> Re-nurturing once assigned to a sales person
> Email Tools
> Inflexible Templates
> Difficult reporting
> Difficult to build multi-step workflows & autoreponders
> Difficult to use filters & triggers to pick lists
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8. Demand Generation Funnel
Inquiry
Awareness
Pending
Oppor-­‐ Cust-­‐
Prospect
Lead
tunity
omer
Recycled
Nurturing
Database
Anony-­‐ Name
&
Sales-­‐Ready
Sales
mous
Email
In-­‐Profile /
Score>65
AcDve
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9. What Is Wrong With Tools We
have
> User Fills out Web-To-Lead Form
> Email Auto-Responder
> Lead placed in SFDC Campaign
> Import New Leads
> Reports in SFDC Web-To-Lead Auto-
Form Responder
> What’s wrong?
> No de-duplication
> No Scoring
> No advanced processing
> Need web developer Import
> Email Follow-up is manual
Biggest issue—No sync between email and salesforce
databases.
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10. With Automation:
> User Fills out Form
> Lead Processed/Scored
> Customizable workflow
> Lists Imported
> Automatically sync with SFDC
Rich
> Separate Sales & Marketing Online Form Workflow
activity Campaign
> What’s better?
> Auto De-dup
> No Manual Follow-up
> Rich Scoring Import
> No Web Developer needed SYNC
> Lead Nurturing
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11. Lead Scoring:
New
Lead
is
Created
One
for
each
ac;vity
(See
worksheet)
• Use Add
Change
Choice for all
Score
Job Title
• Use Add
Change Choice for all Change
• See worksheet
Score Company Score
Size
• Use Add
Change
Choice for all
Score
_________
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12. Scoring Worksheet / Examples
Trigger Change Notes
Visit any WebPage +1 Set a standard base for score
Opened Email +1 Not reliable
Clicked Link In Email +3 Shows definite interest
Downloaded White +5 Could be bogus data
Paper
Director or VP title +10 Sweet Spot
Visits 3 Job Search -20 Not a customer – looking for work
Pages on same visit
Fills Out Any Form +7 Willing to share information
Clicked Link in +3 Searching for Information –
Google researching a purchase?
No Activity – 30 days -5 Declining interest
Other Trigger
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13. Alert – based on lead score
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14. Case Studies– Event
Management & Internal Alerts
> Monthly Mixer for Microsoft Sharepoint users
> Goals:
> Invite people based on combination of job title, imported
lists, and geography
> Low cost email-based invitation process
> Alert sales team when registration occurs
> Track attendance over time
> Update data in salesforce.com record
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15. Case Study – Event
Management
> Marketing Assets needed:
> Outlook Calendar .ics file (“Add this event to my calendar”)
> Invitations:
> Invitation Outbound Email
> Last Chance Invitation Outbound Email
> Landing Pages
> Landing Page to register
> Landing Page after you register
> Confirmation Email
> Reminder Email
> Alert to Sales team that their customer registered
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16. Email Invitations
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17. Confirmation & Reminder
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18. Landing Page
Customizable
Form:
Any Field in
Salesforce.com
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19. Flexible Forms
> Required Fields
> Optional Fields
> Progressive Profiling
> Include 10 items
> Only show 5
> Hidden Fields
> Lead Source & Note
Information
> Programmable Options
> “Submit” versus “Register”
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20. After “Submit”
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21. Alert to Sales team
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22. Salesforce Automatically
Updated:
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