360 degree sales & marketing tracking and enabler :- marketing automation

Marketing Automation (MA) & Lead Management/Nurturing Overview

Vivek Srivastava

Marketing Automation

• What’s driving this as a priority for CMO’s and marketers?

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?

Organisational Needs

Is Marketing a Cost Centre or a Revenue Generator?

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.”

Today’s approach:

“GET IN THEIR FACE” when they’re not looking.

Tomorrow’s approach:

“GET FOUND” when they are looking.

Buying Has Changed Forever

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.

Marketing needs to be

reengineered!

Commonwealth Bank of Australia / Presentation Title / Confidential

Inbound marketing -

Any marketing tactic that relies

on earning people’s interest

instead of buying it;

.

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

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

Inbound marketing costs 62% less

per lead than traditional, outbound marketing.

AVG COST/LEAD: $373

OUTBOUND

AVG COST/LEAD: $143

INBOUND

CMO’s Guide to Inbound Marketing

http://blog.marketo.com/blog/2012/04/the-cmo-guide-to-inbound-marketing-infographic.html?fullsize=http://blog.marketo.com/wp-content/uploads/2012/03/The-CMO-Guide-to-Inbound-Mktg3.png



Content Marketing

costs 41% less per lead than the next best tactic, Paid Search.

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!

Be generous. 2

• THE MORE WE GIVE,

THE MORE

WE GET

• INCREASES VISITORS,

PAGES VIEWS &

INBOUND LINKS

• BUILDS TRUST,

CREDIBILITY,

& GOOD WILL

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)

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)

Invest wisely. 5

“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”

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

Marketing Automation & Sales Force Automation

• A High Level Overview

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.

Business Architecture of Leads Management 1. 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

Video Overview of Marketing Automation

http://www.youtube.com/watch?v=yFe47LnyQwM

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

6 2

Wait 1 Week

Reporting & Analytics

1

New Lead Processing

Wait 1 Week

10

Data Management

Segmentation

20 25 40

7

Lead Nurturing

4

Emails, Landing Pages, Forms

Web Analytics

CRM MARKETING AUTOMATION

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:

Organisational Level of Maturity

The Road to Success

Why Marketing Automation?

• Driving more leads, higher quality leads, increasing productivity and delivering greater revenue and customer satisfaction across the business.

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.

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

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.

Reality of Marketing Generated Pipeline

What constitutes ‘Best-In-Class?’

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.

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

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

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)

PRM

(Prospect Relationship Management)

CRM

(Customer Relationship Management)

Digital Living Membership Hardware &

Software Purchase

Marketplace

Consumer Lifecycle

SW/HW

Attach

FGF/Viral

Welcome Member Surveys Promotional

Upgrade

Inactive Cross Sell Service Updates Trial 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

Closed Loop Marketing

• Drive Revenue Performance by Staying in Front of Prospects and Customers

Aw

aren

ess

Nam

es

Pro

spec

ts &

Rec

ycle

d

Mar

keti

ng

Lead

(M

arke

tin

g Q

ual

ifie

d L

ead

)

Opportunity (Sales Qualified

Lead)

Sale (Closed/Won)

Nurturing Database

Inside Sales Qualification Sales

Sale

s Le

ad

(Sal

es A

ccep

ted

Lea

d)

Recycled

Example Revenue Cycle Model

Marketing

0

are Engaged Prospects But Not Yet Ready to Buy or Speak to Sales 50-

70%

are Marketing Qualified and Ready to Buy, Speak to Sales now

5-25%

are Unqualified and Irrelevant and 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 Lifecycle Campaigns – 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

LEAD DISTRIBUTION / ROUTING

LEAD PRIORITISATION / LEAD INSIGHTS

INB

OU

ND

O

UTB

OU

ND

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

AWARENESS / DEMAND GENERATION

PPC DM DISPLAY EMAIL PHONE SMS EVENTS SEO SOCIAL BRANCH PR ADVERTISING

REGISTRATION 1

LANDING PAGE FORM 1

LANDING PAGE FORM 2

REGISTRATION 2

CONTACT US FORM

CLICK TO CHAT

REGISTRATION 3

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

Qualified 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

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%.

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

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

Revenue Cycle Model – Loans (Illustrative)

Names

Analytics Propensity Modelling

CommBank / Netbank

Marketing Lead

Sales Lead

Sale

Landing Pages / Forms GDW – 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

Revenue Cycle Model – TD, D&T, Savings (Illustrative)

Names


Marketing

CommBank / Netbank

Marketing Lead

Sales Lead

Sale


Prospects

Application

Opportunity

Approval

CBA Activities

Inbound Outbound


• Paid Media




Recycling





Estimates, Trials

Nurturing Campaigns

Revenue Cycle Model – Credit Cards (Illustrative)

Names


Marketing

CommBank / Netbank

Marketing Lead

Sales Lead

Sale


Prospects

Recycling

Application / Credit Checks

Approval

CBA Activities

Inbound Outbound


• Paid Media





Estimates, Trials


Opportunity



Nurturing Campaigns

Nurturing

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

Why Lead Nurturing: Stay In Touch

Aw

aren

ess

Co

nta

cts

Lead Nurturing

Lead

(M

QL)

OpportunitiesContract Signed

Sale

s Le

ad (

SQL)

Enga

ged

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”.

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.

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.

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.

Nurturing Campaigns

Example: Nurture Email & Landing Pages

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

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.

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.

Content and Buyer Preferences

• Prospects have preferences based on the buying stage so we need a portfolio of content assets…

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

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.

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.

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 LifecycleAwareness 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

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?

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

You Must Audit, Map and Create Content for Buying Stages

Easy to Manage & Automate Content/Nurturing with right Tools

Nurture Campaigns, Simple to Manage & Automate - Video

http://www.youtube.com/watch?v=OR-Q4BvS8Ag

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).

Right click and clone event

Webinar Integration – Gotowebinar, On24, WebEx

Anonymous Known

Dynamic Landing Pages

Notifications, Alerts, Workflow

Lead Scoring

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

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.

Marketing Automation - Lead Scoring

Interest

Awareness

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

Interest

Awareness

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

Content & Behavioural Scoring – Active vs Latent Behaviour Content Scoring Attributes

Example of Active vs Latent Behaviour. Two different prospects with same score

but with different behaviour and time.

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

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.

Social Scoring

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.

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.

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.

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?

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

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%


75%

Other 5%

Demand Center 5%

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%


75%

Other 5%

Demand Center 5%

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……

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


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


• Marketing Training • Sales Training • Centre of Excellence • Best Practices • Innovation pilots


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


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

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)

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.

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

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?

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

Digital Marketing Readiness Pillars - Assessment

Mar

kete

r D

rive

n

Mar

ket

Dri

ven

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

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

Operationalize Digital Marketing through COE deployment: Training, resources, skills development

Digital Marketing Centres of Excellence: DCOE

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

Example:

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.

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

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.

Lead Management Terminology • Marketing Automation

Terms 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.

Lead Management Terminology • Lead Nurturing


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

Lead Management Terminology • Lead Scoring


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.

New Marketing Metrics

• Insightful and Actionable Data

‘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:

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.

Marketers Struggle With Measurement in Four Fundamental

Ways 1. 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”)

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

Six Metrics Diagnose Marketing Opportunity

Database

% 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%

Opportunities

(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

Diagnostic Metrics - Example

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.

Top Drivers of Satisfaction for the FieldPotential

NSAT Impact

H1 FYxxNet

Score

∆ 6Months

∆ 12 Months

∆ 18Months

H1 FYxxDriver 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” populationfrom 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

DSAT16%

DSAT15%

At Risk2%

At Risk2%

Neutral54%

Neutral51%

Leaning3%

Leaning6%

VSAT25%

VSAT26%

IT Pro

Quality Cares Value Innovative Trust Security Ease Resources

NET∆ 12

MonthsNET

∆ 12 Months

NET∆ 12

MonthsNET

∆ 12 Months

NET∆ 12

MonthsNET

∆ 12 Months

NET∆ 12

MonthsNET

∆ 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 policyMore 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 DoingBusiness (Net)Cost (Net)

Scores showing significant improvement Scores showing significant decline Metric Leader

NSAT VSAT DSAT H1 FYxxBase 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 ourproducts

Resources help me connect to the ITcommunity

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.

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.

CBA Should Have Organisational Wide – Data Card

Data 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.

Sample Reports

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

Sales Performance Reporting

Closed Loop Analytics - Revenue Performance Management

Closed Loop Analytics - Channel performance & Velocity

Closed Loop Analytics - Single view of customer (Detailed)

Closed Loop Analytics – Individual Lead & Customer Behaviour

Easily Track and Measure Nurturing Campaigns

Social Analytics

Email Analytics

A/B Testing - Email, Landing Page and Forms

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 campaign, products, business unit, demographics, geography etc.

Sales Insight

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

Sales Insight – Basic Lead / Contact Details in Salesforce

Sales Insight – Enhanced Customer Details in Salesforce

Standard Salesforce Contact Record

Sales Insight Information embedded in Salesforce or

Dynamics CRM or SAP

Sales Insight – Individual Lead / Customer Behaviour

Sales Insight – Prioritising Hot Leads for Sales

Sales Insight – Individual Lead / Customer Behaviour

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.

Sales Insight - Mobile RSS Feeds for Mobile Sales Teams

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.

Contacting Hot Leads – Benchmark Data

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.

No Lead Left Ever Left Behind – Alerts & Escalations

How Does it Work?

• Scenario of Marketing & Sales Alignment – Marketing Automation + Sales Force Automation.

Customer Scenario

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’.

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.

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.

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.

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

Inside Sales Immediately Changes the Status of the Lead

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.

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.

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

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

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’.

If Lead is Qualified, It Is Now Converted to Opportunity

Lead is Converted to an Opportunity, Opportunity Created

Lead is Routed, Distributed, Allocated to Sales Rep

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

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.

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

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

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.

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.

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.

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.

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.

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.

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

Heatmaps 1. Reporting

1. Cross Device Analytics

Segmentation Marketing Attribution

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 marketing performance measurement and optimisation. For marketers & executives.

3. For sales forecasting and pipeline performance measurement. 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 marketing performance measurement and optimisation. For marketers & executives.

3. Sophisticated analytics to assess demand generation and lead nurturing programmes using pre-built, interactive real-time dashboards

4. Dashboards and analytics that allow you to see the performance of 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 performance measurement. 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 Marketing Automation System.

3. This Database becomes the Actionable ‘system of record’ for all marketing and 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. Marketing Automation provides the capability

for marketers to quickly design, deploy, test and optimise simple landing pages and online lead capture forms.

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


Hidden Form Field Population

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

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

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.

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.

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

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

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.


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.


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.

Marketing Programs / Lead Generation

Program Management

Event Marketing including Webinars

Cloning

Program Import / Export

Marketing Programs / Lead Generation Component 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.

Social Marketing

Social Sharing and Campaigns

Social Campaigns

Social Profiles

Social Engagement and Promotion

Facebook Registration Page Publication

Social Marketing Component Description

Social Sharing and Campaigns

Add intelligent share buttons to your campaigns and content so your audience can amplify your message to drive broader reach – and then track who shares your content and drives conversions. Most tools let you customize the default share message and image for each share; some provide triggered capabilities to prompt the share at the right time.

Social Campaigns Use or integrate with URL shortening services. Measure likes, comments, replies, retweets, etc. Including polls and voting, referral programs and sweepstakes. For example, you might reward $100 to those who refer three friends to an event, or enter a user to win an iPad if they share the content you create.

Social Profiles Incorporate social profile data to enhance segmentation and scoring, including name, location, and description – as well as a history of social sharing activity.

Social Engagement and Promotion Social applications such as polls, sweepstakes, and referral programs can enhance audience engagement and encourage people to amplify your message. Some tools let you easily create and include such social content on your website, landing pages, Facebook pages, and emails so that you can tap into your customers’ and prospects’ social networks.

Facebook Registration Page Publication To improve your lead registration programs’ EdgeRank inside Facebook.

Usability / Speed

Auto Complete Feature

Ability to Clone Entire Marketing Program

Tokens

Library of Best Practice Marketing Programs

Usability / Speed Component Description

Auto complete feature To suggest campaigns and field names when you enter specific values.

The ability to clone an entire marketing program The ability to clone an entire marketing program while keeping multiple emails, landing pages, links, and segments intact.

Tokens Tokens that let you input your event location, date, and time once, and then auto-populate the fields into every relevant email and landing page associated with the event.

Library of Best Practice Marketing Programs A pre-built library of best practice marketing programs—including email and landing page templates, events like webinars and tradeshows, and lead scoring and nurturing workflows. This library should be included inside the application.

Analytics

Web Analytics

SEO / Keyword Analytics

Basic Reporting

Multi-touch Revenue Attribution

Program ROI Analytics


Social Tracking and Analytics

Analytics Component Description

Web Analytics This capability tells you why prospects visit your site, which pages they visit, and how often they come back. Marketing Automation can even tell you who visits your site when visitors aren’t in your database, thanks to anonymous company lookup, and can send daily alerts to sales reps so they know which companies are interested. When prospects do register, you also have the complete history of their prior web activity as part of their record and lead score.

SEO/Keyword Analytics Monitor and track relevant keywords being used by anonymous and known users to arrive at websites, landing pages and forms.

Basic Reporting The ability to access pre-built and build custom reports and dashboards to measure leads by source/campaign/month, email performance, landing page performance, web activity, and so on. Systems vary in report depth, such as the ability to use custom metrics and queries. Some systems let you create report subscriptions that automatically send updates to your team and executives.

Multi-Touch Revenue Attribution Customers do not purchase your product because of just one campaign. Rather, marketing usually impacts a sale multiple times across multiple people. Multi-touch attribution is the ability to allocate credit (pipeline, revenue) among all the marketing activities that have successfully touched a sale as it moves through the revenue process. Some systems also provide a visual way to see all the marketing programs and touches that influence the contacts associated with a sale as it moves through the funnel.

Program ROI Analytics This is the ability to measure and compare revenue performance by channel or program along metrics like revenue, pipeline, investment, ROI, prospects generated, etc. As a result, you can see which marketing investments generate the greatest return, and get visibility into how the marketing budget should be allocated going forward.

Revenue Cycle Metrics These metrics analyze how leads flow through each stage of the revenue process, from anonymous to customer and beyond, so Marketing and Sales can adjust business processes to increase pipeline and revenue. Key performance metrics for each stage can include balance, flow, conversion rate, and velocity.

Social Tracking and Analytics By adding tracking to social sharing applications, you get insight into who shares your content, your social conversion rates, how much “social lift” you are getting from your campaigns, and how social impacts your bottom line.

Web Analytics vs Marketing Automation Analytics

• I like to call this “macro tracking” because it tells you the percentage of anonymous visitors that converted into web leads.

• For many marketers, this number will suffice and hold demanding executives at bay when they ask, “How’s our marketing going?” But after several months of reporting that 215 people converted into a lead last month from your PPC campaign, most executives will want to know, “Which people? And how much money did we make from them?” That’s where marketing automation comes in.

Macro Tracking (Aggregate / Anonymous) - Web Analytics Micro Tracking (Anonymous / Individual) - Marketing Automation Analytics

Number of visitors to our site Which individual pages they click on your website

Sources of visitors to our site The information they input into your landing page form before hitting “Submit” (such as their company name, email address, and phone number)

Average number of pages per visit Whether they are accessing your site from their company IP address or another location (like a Starbucks or Holden Australia)

Visitor demographics (geography, language, etc.) What search phrases they typed into Google that led them to our pages

What technology people use to access our site (mobile devices, internet browsers, etc.) What emails individuals are opening, clicking and engaging with

As you probably could’ve guessed, marketing automation is more like microeconomics for your website. You know that whole supply and demand curve thing from Economics 101 that told you how many widgets a company should sell and for how much? Turns out that information would actually be relevant to your job someday. Instead of looking at the website as a whole and reporting on overall percentages, marketing automation software analyses each individual that visits your website.

Advanced prospect tracking available in Marketing Automation applications allows us to view a log of all touch points with our prospect, see the pages our prospect has visited, files downloaded, email correspondence, and more – out-of-the-box. All activities that occurred prior to the prospect’s conversion (while still an anonymous visitor) are also captured. It is important to note that with the alternative to a marketing automation solution using disparate marketing tools, it is generally difficult or impossible to paint a complete picture of an individual prospect’s activity. This prospect activity history gives great insight into exactly what your leads are interested in, allows your sales reps to tailor their phone calls or sales pitches accordingly and importantly for marketing to provide the right message and content at the right time. For example, if you know that a lead has searched for “pricing” on your site, you will want to have pricing information on hand when you make contact or score the lead more highly. Similarly, if the lead accessed highly technical content, it would make sense to have a sales engineer available for the call.

Infrastructure

User Roles and Permissions

Secure Partitions / Workspaces

Sandbox

API / Integrations

Ecosystem

Online Community / University

Infrastructure Component Description

User Roles and Permissions Assign permissions that align with specific pieces of functionality or tasks. Example user roles include a role that gives the ability to create but not approve landing pages or emails, and a role that can create but not activate a campaign.

Secure Partitions / Workspaces This is the ability to give users access to only specified lead partitions and assets (e.g. campaigns, landing pages, emails, reports). This lets you create different organizational views that align with how your organization is structured, so different groups can use the system without risk of interfering with each other – while still supporting sharing as appropriate across functions and the demand center.

Sandbox A sandbox is a testing environment that isolates untested changes and outright experimentation from the production environment. This lets the enterprise test out changes to the production system with less risk.

API/Integrations An application programming interface (API) is a specification that tells other systems how to call into the marketing automation platform to get data or perform an action. Other integrations allow the marketing automation system to trigger actions in other systems. In both cases, it allows the platform to interoperate with the other systems in the enterprise.

Ecosystem An ecosystem is a complementary set of solutions that amplify the power of the underlying platform. A strong ecosystem can help ensure that your needs will continue to be met even as you require additional capabilities.

Online Community / University This an online community / University where end users can share best practices, access training and education resources and share ideas and insights.

CRM Integration

Advanced Data Sync

Self-healing Schema

Data Triggers

CRM Integration Component Description

Advanced data sync This offers the ability to immediately synchronize your marketing database with CRM opportunities, activities, campaigns, and custom object information. Also makes those fields available for segmentation, scoring, and reporting.

Self-healing schema This identifies and syncs changes to specific CRM fields, such as new field names or values, and automatically adds new custom fields.

Data triggers This is used to activate marketing workflows in real-time based on data changes in opportunities and custom objects in your CRM.

Resource Management

Budgeting

Calendaring

Resource Management Component Description

Budgeting

This can cover all aspects of managing marketing investments, including assigning top-down budgets to various groups and divisions, planning marketing spend across programs, tracking open-to-spend, ensuring budget compliance, coordinating workflows and permissions, and reconciling plans with actual invoices.

Calendaring

It can be tedious to maintain a marketing calendar across multiple groups and to communicate the calendar and activities to interested groups, such as Sales. This functionality is about managing the calendar for the entire marketing department, from promotions to content to PR and so on.

Overview of Systems

• What system does what and how do they work together?

Marketing Database System of Record

Lead Scoring & Evaluation

Demographics Behaviour

Budget Authority

Need Time

Sales

Leads to Nurture

Reporting

Marketing

CRM Campaign

Automation Engine

Qualified Leads

Sales Force Automation


GDW

Legacy System

Legacy System

1

2

3 4

5

1 CRM system connects to One or more Legacy Systems via API. (Better when it’s one source.)

2 There needs to be one primary Data Warehouse to connect to the CRM.

3 Marketing engagement data can be sent to General Data Warehouse (GDW) for access by other systems and for more advanced analysis, modelling etc if required.

4 Either Salesforce in the branch, VisualForce pages in the branch or Salesforce connected to Commsee (or GDW) via API are needed for the two way interaction between CRM / Sales Force Automation and human sales channels. Sales needs to provide feedback & engagement details with leads to the system and therefore marketing and be able to reject / recycles leads.

5 GDW or some equivalent CBA database needs to be the primary CBA data source for the CRM system. Multiple legacy systems can connect to the CRM for different functions but not for overlapping functions such as customer data as their needs to be a single, accurate source of this data.




Budget Authority

Need Time

Sales

Leads to Nurture

Lead Capture Sources

Reporting

Marketing

CRM Campaign

Automation Engine

Qualified Leads



GDW




Budget Authority

Need Time

Sales

Leads to Nurture


Reporting

Marketing

CRM Campaign

Automation Engine

Qualified Leads



GDW




Budget Authority

Need Time

Sales

Leads to Nurture

Lead Routing & Distribution

Reporting

Marketing

CRM Campaign

Automation Engine

Qualified Leads



GDW




Budget Authority

Need Time

Reporting

Marketing

Sales

Leads to Nurture

Lead Nurturing

CRM Campaign

Automation Engine

Qualified Leads



GDW



CRM Campaign

Automation Engine


Budget Authority

Need Time

Sales

Qualified Leads

Leads to Nurture

Reporting

Marketing


Salesforce


GDW



CRM Campaign

Automation Engine


Budget Authority

Need Time

Sales

Qualified Leads

Leads to Nurture

Reporting

Marketing


Marketing Automation Application


GDW

Digital Marketing Platform (DMP) End State Vision

• It is critical to have an end state in relation to digital applications, tools and technology to avoid the proliferation and duplication of unnecessary tools but importantly to provide a 360 contextual and optimised operating environment for marketers, marketing data and customers.

Yesterday

Evolving Digital Landscape

Evolving Digital Landscape

“Conversations and engagement with citizens are changing. Customers are time-shifting and place-shifting; choosing when and where to consume information and how to engage and interact with brands and government.”

Today

Linear or fragmented thinking must change. It’s about interconnected lifecycle experiences.

Google research found that 90% of our media consumption occurs across four screen devices – PC, television, tablet and smartphone – and that more and more consumers are viewing more than one screen device at a time. Furthermore, the findings highlight that consumers are browsing the internet on more than one screen device, using their smartphone as a starting point.

*See Martin Walsh’s ‘The New Multi-Screen World’ Presentation

Linear or fragmented thinking must change. It’s about interconnected lifecycle

experiences*

Multi-screen Lessons to Apply 1. The vast majority of media interactions are screen-based, and so marketing strategies should no longer

be viewed as “digital” or “traditional”. Businesses and government should understand all of the ways that people consume media, particularly digital, and tailor strategies to each channel.

2. Consumers turn to their devices in various contexts. Marketing and websites should reflect the needs of a consumer on a specific screen, and conversion goals should be adjusted to account for the inherent differences in each device.

3. The prevalence of sequential usage makes it imperative that businesses enable customers to save their progress between devices. Saved shopping carts, “signed-in” experiences or the ability to email progress to oneself helps keep consumers engaged, regardless of device used to get to you.

4. Consumers rely on search to connect their experiences across screens. Not only should brands give consumers the opportunity to find them with multi-device search campaigns, strategies such as keyword parity across devices can ensure consumers can find the brand when resuming their search

Services, Not Structures Make capabilities available through flexible components and, where appropriate, through APIs.

Connectivity All component capabilities and even foundational capabilities should have out-of-the-box connectivity through API’s or connectors.

Get Measurement Religion

Measurement must be considered throughout capability development. New skills and processes must be developed. We can’t manage what we don’t measure.

Foundation Partnerships Foundation capabilities are critical, and require significant new internal and external partnerships to ensure success.

Customer Scenarios Flexibility in capability enablement, and long-term work towards holistic customer data are critical.

Accessibility / Compatibility Make content and features accessible for customers access across all screens / devices using Web and Digital Standards such as HTML5 (where possible).

Implications for DMP Roadmap

Guiding Principles • SERVICES, NOT STRUCTURES

• Avoid monolithic & inflexible program and

capability structures. • Create flexible services that can be integrated

into, and across different applications and systems and importantly the different customer scenarios

Guiding Principles • OUT OF THE BOX CONNECTIVITY

• All component capabilities and even

foundational capabilities should have out-of-the-box connectivity through API’s or connectors.

• This ensures that the entire platform exchanges data and functionality in context of an entire customer lifecycle and critically in context of marketing operations ensuring day to day work by marketers is streamlined as much as possible.

Guiding Principles • GET MEASUREMENT RELIGION

• Measurement must be integrated holistically into program

planning • We cannot manage what we don’t measure and in order to

satisfy customer needs we must become data driven • Effective measurement requires a cultural shift, with new

skills to analyze and execute • Measurement enablement must evolve and be considered in

all aspects of capability delivery • Equal weighting and investment must be placed across both

Qualitative and Quantitative measurement

Guiding Principles

• PARTNERSHIPS MUST BE FORGED INTERNALLY AND EXTERNALLY TO CREATE SUCCESS WITH OUR CAPABILITIES

• Business Intelligence, Customer Data Management, Customer Engagement and Content Development & Management are essential to the success of all programs, but are the least accounted for in current ownership plan

• Access to the best but most relevant technologies, devices and innovation is essential to maintaining relevance and service excellence. Strategic partnerships with the right companies is crucial for this insight and access.

• Roadmap development and execution requires successful partnership with owners of each foundation capability, business processes as well as relevant external organisations who live and breathe technology and innovation but who are centered around customer excellence.

Guiding Principles

• COMPELLING CUSTOMER EXPERIENCES REQUIRE A HOLISTIC APPROACH TO ENGAGEMENT ACROSS TOUCHPOINTS

• Customer scenarios and Personas are useful tools in understanding customer’s needs and wants in a specific moment in time

• Quality customer engagement requires greater insight into the entire customer experience from media to channels to devices

• This requires a flexible approach to delivering capabilities, and access to holistic customer data

Guiding Principles • ACCESSIBILITY AND COMPATIBILITY ARE CRITICAL TO ENSURE ALL

CUSTOMERS HAVE EQUAL ACCESS

• Content, features and functionality must be, where appropriate accessible for all citizens, ie. including those with disabilities or lower social-economic backgrounds

• The same applies for non-English speaking backgrounds. Services & information should be available in multiple languages

• Importantly, to avoid fragmentation and favouring one audience vs another, this content, features & functionality must be available across all screens / devices • (For example, where possible always build with HTML5 & Responsive

Web Design principles vs native apps. However if a native app is required then it should be available on all platforms simultaneously so as not to alienate customers)

Thank You Vivek Srivastava [email protected]

mailto:[email protected]

360 degree sales & marketing tracking and enabler :- marketing automation

Small Business & Entrepreneurship