setting your clients up for success with marketing automation – best practices
DESCRIPTION
Setting Your Clients Up for Success with Marketing Automation – Best Practices - Created and Presented by Jeffrey Yee (Consultant at Eloqua) at #torontoB2B Marketers Meetup VI.TRANSCRIPT
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Marketing Automation Implementation: Getting Inside the Head of the Client
Best Practices for Success
Jeffrey Yee
May 3, 2012
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Your Takeaways:
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Services side Client side
Best practices to bring back to your
marketing department
Ideas on how to better engage with
your clients that use marketing
automation
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About Me
• 8 years of B2B Marketing Experience
• Began using email marketing in 2004
• Using marketing automation software since 2008
• Worked for public software and information services companies in both Canada (Constellation Software) and the US (D&B – Dun and Bradstreet)
• Recognition Received
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Q. How many of you are familiar with what Marketing Automation Software is?
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Compliance
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Lead Nurturing
SegmentationForms
Hypersites
Closed Loop Reporting
Subscription List Management
Data Hygiene
Event Management
Website Statistics and Analytics
Revenue Performance Management
Trigger Based Email Deployment
Lead Scoring
Lead Routing
Does Anyone See a Challenge Here?
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Classic Marketing Automation “Fails”
• Too expensive
• Did not fully utilize
• Was not implemented correctly
• Did not address our true business needs / Missing features
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Who is D&B / The Marketing Challenge
• Information Services - commercial database contains over 200 Million records (D-U-N-S Number)
• D&B data is used to provide solutions in 3 key areas:– Credit Risk Management– Sales and Marketing– Supply Risk Management
• Large inside and field sales team, hundreds of products and thousands of customers
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Best Practice Number #1: The Power of Focusing on the Business Imperative
• Replant yourself in your corporate goals
• In the Canadian Inside sales business – had a retention challenge
• Knew we needed to leverage 1:1 automated communications to remind both customers and sales people as their contracts were approaching renewal!
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Compliance
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Lead Nurturing
SegmentationForms
Hypersites
Closed Loop Reporting
Subscription List Management
Data Hygiene
Event Management
Website Statistics and Analytics
Revenue Performance Management
Trigger Based Email Deployment
Lead Scoring
Lead Routing
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ResultsRetention Rates Over Time
• We saw a 10% increase in retention rates since starting the program
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Best Practice #2: The Power of Identifying the right program BEFORE You Automate it
• It takes a lot of resources to automate
• Run a Focus Group to Identify What Works! (insight)
• Study the top performers
• Ask how can do duplicate this on a mass scale? Where does marketing automation FIT in to what we need to accomplish?
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Leverage Existing Content Assets – Don’t Reinvent the Wheel
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Leverage Existing Content Assets – Don’t Reinvent the Wheel
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Think Linear – Its Easier that Way
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webinar webinar webinar
whitepaper whitepaper whitepaper
videovideovideo
Credit Risk Marketing SupplyAll Products w/ ups-ell and
cross- sell combined
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Best Practice #3: The Power of Mass Adoption with your Programs
“You can give sales the best leads in the world but if they don’t believe they are or don’t know they exist then they will not be called”
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Load your Program up with the Contacts Sales Has Vetted
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Grow and Clean your Contact List with 3rd Party Contact Data
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13,588contacts
21,297contacts
Before 3rd Party Data After 3rd Party Data Append
Sales Team 1
Sales Team 2 13,816contacts
20,933contacts
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Best Practice #4: The Power of Waiting Patiently for the “Lift”
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• Teams w/ the program experienced a lift between 5 - 10% in new business pipeline
• Sample of Lift you can expect
Measurement Difference vs. Control
Pipeline Value + 15%
Number of Opportunities + 7%
Average Opportunity Size + 23%
Opportunities Won +9%
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Closing Thoughts / Call to Action
• Remember the Best Practices: Focus, Automate what works, Adoption, Be Patient for the lift
• While activity will be quick - ROI will take longer than you think. Budget 12 months+
• Configuring your marketing automation software is only half of the work, the rest is planning, preparation and adoption.
• Be as hands-on yourself as possible!
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