top challenges solved with marketing automation
DESCRIPTION
The world of marketing has changed and now buyers are often in control. Innovative marketers must change their approach to understanding buyers and their digital body language via new technologies like marketing automation. Hear a panel of marketing innovators share best practices and techniques to increase marketing ROI, align marketing and sales, and accelerate lead generation.TRANSCRIPT
Top challenges solved with Marketing Automation
Nicolas Draca
November 2009
Eloqua Experience 09 - Markie Award 2009 – Sales Impact
Dreamforce 09 – Appy Award Nominee - Sales Cloud
2
How Marketers view Themselves
3
Sales Qualified Lead (SQL)
Organic Search
Click-through (CTR)
Sales Accepted Lead (SAL)Lead nurturing
Implicit Score
Closed business
3
Eloqua&
Salesforce
Best Practices
How Sales views Marketers
Current Challenge
4
Inquiries
MQL
SAL
SQL
Closed
Marketing Waterfall
10% 30% 50% 70% 100%
Sales pipeline
Opportunity cycle
$
$
$
$
?
??
??
Marketing contribution to revenue
Marketing support to grow the pipeline
??
Meetings
Prospects
Leads
Conversion rate 100 leads 20 meetings 10 Opps 2.5 Opps
Sales Cycle 100 days 110 days
Measure everything
Opportunity WonOpportunity Created
Recognize business cycles
Marketing ROI $30 / lead $150 /meeting $300 /Opp $1,200 /Opp
** All data has been altered from actuals **
Phase 3: Preference
Brand Case Studies
Product reviews channel
Customers Eval
Phase 1: Awareness
Organic search Social Media channel advertising
freeware press
Phase 2: Consideration
events channel Webinars demo
bloxNews
Marketing contentMarketing contentMarketing content
Opportunity Won(Closed)
Meetings (SAL / SQL)
Opportunity Created(SQL)
Prospects(Inquiries)
Leads (MQL)
Measure everything, translate and align
Understand marketing campaign impact
LEAD SCORING AND LEAD NURTURING
Step 1: We set up a lead scoring system coupled to a lead nurturing program;
How we did it with Eloqua and Salesforce?
Step 2: We educated our Inside Sales Team and we made it simple to use;
Step 3: We measured conversion rate through each step of the sales cycle;
Opportunity Won(Closed)
Opportunity Created(SQL)
Leads (MQL / SAL)
Average conversion 100 leads 10 Opps 2.5 Opps
Hot Leads 100 leads 15 Opps 4.1 Opps
Cold Leads 100 leads 6 Opps 0.3 Opps
Quantifiable Results - Metrics
Validate proper scoring for Hot Leads
** All data has been altered from actuals **
Quantifiable Results - Metrics
Extract from CMO Dashboard
(metrics are per work day)
Tangible marketing results: > 15% pipeline Tangible marketing results: > 15% revenue
** All data has been altered from actuals **
How we did it with Eloqua and Salesforce?
Quantifiable Results - Metrics
Marketing corroboration of sales pipeline
Key Take aways
1) Measure marketing investment
2) Make it simple and educate
3) Impact sales cycle and company revenue
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Thank you
Nicolas DracaMarketing Director
http://www.linkedin.com/in/ndraca
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