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Kenny Van Beeck, Director Marketing Automation

What every marketer can learn from B2B marketing automation…

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of the buyer’s buyingjourney has been completed

before the sales rep establishes contact

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31%

18%9%

11%

16%

15%

AdministrationProblem solvingProspectingActive sellingNon Value added timeTraveling

Time spent by sales people

Bayler Business School & Alexanderproudfoot.com (2009)

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Align Sales and Marketing

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Marketing performance

Best in Class

Industry Avg

PassiveStatus Quo

Number of responses needed to make one new customer.

50 150 1400

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17.50%

12.50%

70.00%

GediskwalificeerdKlaar voor verkoopLange termijn potentieel

Reality of our responses

DisqualifiedReady for

salesFuture

potential

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Timing is everything

20% Followed up

30% Qualified

20% Don’t buy

80% Not Followed up

70% Disqualified

80%Do buy

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Leads?

Behavior and intent

Pro

file

& d

emo

gra

ph

yMarketing Qualified

Leads

Nurture zone

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Where?

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Components

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In-dept profiling

• Qualify leads in a proper way so they can help sales AND marketing• Get an overall view on the digital behavior of your customer

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Define lead scoring

• Emails are OK, but think beyond opened and click-through rates• Approach your right audience by intelligent targeting (bant – explicit data)• What about time on site, search, specific page visits time on site

(behavioural – implicit data)

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Automate campaigns• Start defining individual nurturing tracks• Automate as much as possible• Learn from their previous online behavior to better target the content

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Integrate with CRM• If possible integrate this in your CRM for optimal follow-up

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The case for Marketing Automation• Is not about MORE leads, but BETTER leads• Optimize your ROI by better targeting• Grow your market by better customer insides

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AlignmentMQLSQL

INQ

MQL- Procedural- Clerical- Definitional

SAL & SLA

SQL

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We can helpGet you the

helicopter view

Booth C18Thanks

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