Download Marketing automation

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Marketing Automation
Nurturing, Prioritizing, and Recycling Leads
to Convert More Leads into Revenue
Marketing automation is the technology that allows companies to
streamline, automate, and measure marketing tasks and workflows so
they can increase operational efficiency and grow revenue faster
Executive Summary
• The B2B Buyer has changed: need to proactively engage around educational topics
• Leads need to be nurtured until they are
sales-ready
“Companies that excel at lead
nurturing generate 50% more
sales ready leads at a 33% lower
cost”
• Sales & Marketing need to be aligned more
closely, creating a seamless buying process
• There is an opportunity to turn marketing
into a revenue driver rather than a
cost center
• Marketing automation provides a dramatic
ROI: many benefits, low risk, modest
investment
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The Changing B2B Buyer
• Buyers are seeking and finding more
information on their own—they’re in control
• There is an information abundance and we
have to be heard through the noise
• To drive revenue, marketers must become
more adept at identifying sales-ready leads
and nurturing the remainder
A recent report from
Forrester found:
“Buyers seek out 3 pieces of
content about a vendor for
every 1 piece sent by a
marketer, and for every 1
piece sent from sales”
• Companies need to interact with prospects
early in the sales process, by providing relevant
information in the early stages of the buying
process
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The Leaky Funnel
• Poorly defined customer
segments
• Flawed lead qualification
standards
• Slow or no follow-up from
sales
• Lack of process
• No sales and marketing
alignment
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Plugging the Leak
• Identify our buyer and understand the buying journey
• Map sales and marketing practices to the buying journey
• Use marketing automation integrated with CRM to deliver the
right content to our buyer at the right time
• Create lead scoring and nurturing programs that enable us to
hand off warmer leads to sales
• Measure and adapt based on testing
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Increase Productivity With Automation
• Run more campaigns without expanding
the marketing team
• Create more consistent email follow-up
• Example: automate event campaigns,
including invitations, reminders, followup and reporting.
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More Qualified Leads with Lead Nurturing
Goal: Increase the number of sales opportunities
& deal size and reduce cost per qualified lead
“Nurtured leads produce, on
average, a 20% increase in
sales opportunities versus
non-nurtured leads”
• “79% of marketing leads never convert
into sales. Lack of nurturing is the
common cause of this poor
performance”—MarketingSherpa
• “Done right, lead nurturing can result in
50% more sales qualified leads at a 33%
lower cost”—Marketo Email Benchmark
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The Value of Lead Nurturing
Lead Nurturing helps turn more inquiries into qualified
leads and decreases cost per qualified lead
Conversion: Inquiry
to Qualified Lead
Cost per
Inquiry
Cost per
Qualified Lead
Without
Nurturing
27%
$50
$206
With
Nurturing
40%
$50
$137.50
Source: actual data from software vendor
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Increase Sales Effectiveness
Improved Lead Quality =
Increased Sales Productivity
• Prioritize leads based on quality and
urgency
“46% of marketers with
mature lead management
processes have sales teams
that follow up on more than
75% of marketinggenerated leads”.
• Let sales send leads back to marketing
for further nurturing, preventing leads
that just "sit" somewhere
• Provide comprehensive lead activity
history for sales
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The Value of Lead Scoring
With good info on lead prioritization, reps spend more time
selling and less time
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Turn Marketing Into a Revenue Driver
Show that marketing is a revenue driver,
not a cost center.
• Optimize ROI
• Improve marketing's accountability by
proving marketing’s impact on revenue
• Improve Revenue Performance:
– Conversion rates
– Time in a particular stage (velocity)
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The Value of Marketing Automation
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Marketing Automation ROI
Investment in Marketing Automation pays itself back quickly
Most mature users of marketing automation achieve 32% greater
revenue versus their plan than average companies – and 79% more than
the least mature companies.
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Improving Lead Nurturing
In Place:
• Monthly Email Newsletter
• Generic content (whitepapers, webinars, blog
posts)
To Implement:
• Drip email campaigns
• Content based on buyer profile and buying
stage
• Automation of marketing campaigns (including
Trigger-based nurturing)
• Integration of lead nurturing with CRM data
and CRM activity
• A/B Testing
• Using social data
Steps to Take to Improve
Lead Nurturing
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Improving Sales Productivity
In Place:
• Automatically assign new leads to sales people
Steps to Improve Sales
Productivity
To Implement:
• Lead Scoring based on profile and activity
• Prioritized lead list for sales
• Lead Activity Monitoring with real-time alerts
• Lead activity history in CRM system (email
clicks, web visits, registrations)
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Improving Sales & Marketing Analytics
In Place:
• Reporting on lead volume
Steps to Improve Insight
into Sales and Marketing
Effectiveness
To Implement:
• Lead conversion rates
• Pipeline velocity (how fast leads flow through
the funnel)
• Percentage of the pipeline that is Marketingsourced
• Percentage of the pipeline that is Marketinginfluenced
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These are suggested stages for marketing automation implementation. Revise where
appropriate.
Getting Started / Next Steps
3 months
0
STAGE 1
Initial Assessment
STAGE 2
STAGE 3
Marketing Automation Strategy
Development
Advanced Assessment and
Continued Development
• Identify “hits” and “misses”
• Begin evaluating marketing
automation software
• Select and implement
marketing automation
solution
• Begin developing list of
feature requirements
• Develop preliminary lead
scoring strategy
• Test and optimize emails and
landing pages for various
segments
• Identify current successes
and areas for improvement
• Define high-value segments in
database
• Create standard set of
automated, trigger-based
campaigns for key segments
• Develop additional content
resources for lead generation
• Create advanced, automated,
trigger-based campaigns for
more segments
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Summary
Marketing automation benefits
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More innovation
Greater scalability
Enhanced targeting
Increase conversion
Increase marketing productivity
Improve lead nurturing
Increase sales effectiveness
More visibility into key analytics
Turn marketing into a revenue
driver
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• Powerful and easy marketing
software
• Sales insights and sales
effectiveness
• Analytics to measure, optimize,
and forecast the revenue cycle
• Thought leadership, best
practices, customer success
• Social marketing capabilities to
amplify your reach
• 2000 global customers and
counting!