value of marketing automation

Marketing automation is the technology that allows

companies to streamline, automate, and measure marketing

tasks and workflows so they can increase operational efficiency

and grow revenue faster

Marketing Automation

Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into

Revenue

© 2013 Televerde, LLC

Executive Summary

• The B2B Buyer has changed: need to pro-actively engage around educational topics

• Leads need to be nurtured until they are sales-ready

• Sales & Marketing need to be aligned more closely, creating a seamless buying process

• There is an opportunity to turn marketing into a revenue driver rather than a cost center

• Marketing automation provides a dramatic ROI: many benefits, low risk, modest investment

“Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost”

© 2013 Televerde, LLC

The Changing B2B Buyer • Buyers are seeking and finding more

information on their own—they’re in control

• There is an information abundance and we have to be heard through the noise

• To drive revenue, marketers must become more adept at identifying sales-ready leads and nurturing the remainder

• Companies need to interact with prospects early in the sales process, by providing relevant information in the early stages of the buying process

A recent report from Forrester found:

“Buyers seek out 3 pieces of content about a vendor for every 1 piece sent by a marketer, and for every 1 piece sent from sales”

© 2013 Televerde, LLC

• Buyers control their journey through the buying cycle; as much as 70% of decision is made before buyer engages with seller.

• This buyer dynamic changes the role of B2B marketing in a fundamental way. Marketing now owns a much bigger piece of the lead-to-revenue cycle. And B2B marketers must take responsibility for engaging with the customer through most of the buying cycle.

Changing Role

© 2013 Televerde, LLC

The Leaky Funnel

• Poorly defined customer segments

• Flawed lead qualification standards

• Slow or no follow-up from sales

• Lack of process

• No sales and marketing alignment

© 2013 Televerde, LLC

Plugging the Leak

© 2013 Televerde, LLC

• Identify our buyer and understand the buying journey

• Map sales and marketing practices to the buying journey

• Use marketing automation integrated with CRM to deliver

the right content to our buyer at the right time

• Create lead scoring and nurturing programs that enable us

to hand off warmer leads to sales

• Measure and adapt based on testing

Increase Productivity With Automation

• Run more campaigns without

expanding the marketing team

• Create more consistent email

follow-up

• Example: automate event

campaigns, including invitations,

reminders, follow-up and reporting.

© 2013 Televerde, LLC

More Qualified Leads with Lead Nurturing

Goal: Increase the number of sales opportunities

& deal size and reduce cost per qualified lead

• “79% of marketing leads never convert into sales. Lack of nurturing is the common cause of this poor performance”—MarketingSherpa

• “Done right, lead nurturing can result in 50% more sales qualified leads at a 33% lower cost”—Marketo Email Benchmark

“Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads”

© 2013 Televerde, LLC

The Value of Lead Nurturing

Lead Nurturing helps turn more inquiries into qualified leads and decreases cost per qualified lead

Conversion: Inquiry to

Qualified Lead

Cost per Inquiry

Cost per Qualified Lead

Without Nurturing

27% $50 $206

With Nurturing

40% $50 $137.50

Source: actual data from software vendor

© 2013 Televerde, LLC

Value of Lead Nurturing

© 2013 Televerde, LLC

Increase Sales Effectiveness

Improved Lead Quality = Increased Sales Productivity

• Prioritize leads based on quality and urgency

• Let sales send leads back to marketing for further nurturing, preventing leads that just "sit" somewhere

• Provide comprehensive lead activity history for sales

“46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads”.

© 2013 Televerde, LLC

The Value of Lead Scoring

With good info on lead prioritization, reps spend more time selling and less time qualifying

© 2013 Televerde, LLC

Turn Marketing Into a Revenue Driver

Show that marketing is a revenue driver, not a cost center.

• Optimize ROI

• Improve marketing's accountability by proving marketing’s impact on revenue

• Improve Revenue Performance:

– Conversion rates

– Time in a particular stage (velocity)

© 2013 Televerde, LLC

The Value of Marketing Automation

© 2013 Televerde, LLC

Digital Body Language

© 2013 Televerde, LLC

The “Job” of Content

“Today, B2B marketers must decode their buyers’

digital body language to understand their roles,

information needs, timing and buying intentions of

their largely faceless and elusive target market.”

Steven Woods Digital Body Language

© 2013 Televerde, LLC

The “Job” of Content

© 2013 Televerde, LLC

“Re-orient your marketing thinking to guide prospects

through their education and discovery process by

understanding and presenting the exact information

they need at each step.”

Steven Woods Digital Body Language

Marketing Automation ROI

Investment in Marketing Automation pays itself back quickly

Most mature users of marketing automation achieve 32% greater revenue versus their plan than average companies – and 79% more than the least mature companies. © 2013 Televerde, LLC

Steps to Take to Improve Lead

Nurturing

Examples Improving Lead Nurturing

What Do You Have In Place?:

• Monthly Email Newsletter

• Generic content (whitepapers, webinars, blog posts)

To Implement:

• Drip email campaigns

• Content based on buyer profile and buying stage

• Automation of marketing campaigns (including Trigger-based nurturing)

• Integration of lead nurturing with CRM data and CRM activity

• A/B Testing

• Using social data © 2013 Televerde, LLC

Improving Sales Productivity

In Place:

• Automatically assign new leads to sales people

To Implement:

• Lead Scoring based on profile and activity

• Prioritized lead list for sales

• Lead Activity Monitoring with real-time alerts

• Lead activity history in CRM system (email clicks, web visits, registrations)

Steps to Improve Sales Productivity

© 2013 Televerde, LLC

Improving Sales & Marketing Analytics

In Place:

• Reporting on lead volume

To Implement:

• Lead conversion rates

• Pipeline velocity (how fast leads flow through the funnel)

• Percentage of the pipeline that is Marketing-sourced

• Percentage of the pipeline that is Marketing-influenced

Steps to Improve Insight into Sales

and Marketing Effectiveness

© 2013 Televerde, LLC

12 Demand Management Competencies

1. GTM Strategy & Goals: Direct, channel, Target Account Mkting (ABM)

2. Strategic: Marketing, demand management, content (including deep customer insights)

3. Data and Database (what to collect)

4. Website: Microsites & Landing Pages

5. Inbound and Social Media and other Lead Generation

6. Automated Lead Management: Campaign design and execution

7. Tele-touch (qualify and nurture)

8. Sales and Marketing Alignment & Integration

9. Content (fuel)

10. Metrics, Reporting and Analytics (predictive)

11. Program and Operations Mgt.

12. Technology & Tools

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Summary

Marketing automation benefits

• More innovation

• Greater scalability

• Enhanced targeting

• Increase conversion

• Increase marketing productivity

• Improve lead nurturing

• Increase sales effectiveness

• More visibility into key analytics

• Turn marketing into a revenue driver

© 2013 Televerde, LLC

For more info…

Bryan Ehrenfreund

VP of Digital Strategies

bryan.ehrenfreund@televede.com

Direct: +1 480.303.7078

Twitter: @ehrenfreund

www.televerde.com blog.televerde.com

© 2013 Televerde, LLC