Supercharge your Marketing with Marketing Automation and much more
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In the current financial climate, 2013 promises to be a challenging year for many businesses and as marketers and business leaders you need to ask yourself some serious questions: How can you really connect and understand the challenges in your own business? If you could pick 4 or 5 areas of focus - which ones would make the most impact to your business? Can tools help you supercharge your marketing and at what cost and benefit? In this session, Marina Lumley connects with today’s challenges for b2b businesses and discusses how marketing automation can help them navigate towards a more profitable 2013. Join Marina’s session and you will learn: • How to make more of the finite time we have • How your marketing activities can be more effective • How sales and marketing can work together for success • How you can specifically define where your problems are – and fix them! • How best to use technology to help your business
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Supercharge your Marketing with Marketing Automation and much more
- 1. Supercharge sales & marketing – Marketing Automation Marina Lumley @marinalumley uk.linkedin.com/in/marinalumley
- 2. A bit about me • Marketing Consultant, practitioner and trainer in Marketing Communication strategy • Formerly integrated agency Board Director • 17 years Marketing Experience • CIM Faculty Member and Trainer • Teaching in the digital space - digital marketing; social media marketing; integrated marketing. • Teach in the in marketing space– creative brief writing and agency management
- 3. Do you know what your problem is? A wise man once said – spend 95% of your time on defining the problem. And the remaining 5% to solve it.
- 5. Digital Landscape Earned Media Communication created Brand outside of the brand, about the brand/product Digital Website Advertising Product Site Owned Media All online media owned SEO by the brand Affiliates Bought Media Campaign Typical media spend Website driving visitors to owned Social media Media Email
- 6. Smarter at everything we do 2% 2 billion $ Canadian dollars a year
- 7. Marketing Automation The use of a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions. Wiki
- 8. 5 Common Problems • Time • Engagement • Sales Journey • Effectiveness • Data management (customer view)
- 9. Time is not elastic http://www.youtube.com/watch?v=0YrHl7X7c OE
- 10. “Just under 17,500 businesses with a revenue of under $5m have installed Marketing Automation systems in 2012” Raab Guide
- 11. Marketing Automation saves time 1. Database instantly updated with new data, insights and prospect behaviors 2. Dash boards and reports extracts your key metrics automatically 3. Single view so no need to go searching 4. Automate emails reducing manual work flows 5. Automatic alerts informing individuals as appropriate 6. Sales allocation is automated and outlook synced with appointments and reminders 7. Joins up and automates sales and marketing processes
- 12. Engagement Lack of it = wasted cost of acquiring attention Acquire Share Participate Engage
- 13. “Businesses that blog at least 20x per month generate over 5x more traffic than those that blog fewer than 4x per month” “Businesses that blog at least 20x per month generate nearly 4x more leads than those who don’t blog” Source : Hubspot
- 14. …Benefits of engagement scoring 1. Score behaviours and interactions 2. Qualify based on score 3. Pass to sales once qualified on pre-defined metrics which have been agreed by the company 4. Automated 5. In Real time
- 17. The Sales Journey Goals – Enable qualification – Encourage sales and marketing down from their ivory towers to share the Intel – Unite with the cause – Own one system - together
- 18. … benefits to the sales journey 1. More potent email marketing to prospects which is tailored to position in the sales funnel and engagement stage – Driven by greater knowledge and understanding 2. Sales and marketing more informed about the prospect journey – as an individual what they did, said, interacted with and when and what they did next 3. Never loose valuable leads – they can’t get lost or missed 4. Sales and Marketing can see what each other did 5. Know the real pipe line, not the one sales say 6. More opportunities – the anonymous
- 19. “How do I know how much to spend on what?”
- 20. “How do I know how much to spend on what?”
- 21. Purchase Abandon Browse Interact Post-click most relevant and meaningful for your marketing activity Unique visitors (anon.) No. of visits Time on site Conversion rate Contact details – if provided…
- 22. What we know: • Browsed Product Page Product interest 1st visit • Downloaded an Interest building 2nd visit infographic – no form fill and researching Seeking to build • Commented on a blog 3rd visit credibility / gain a perspective • Joined a webinar – form fill Ready to engage 4th visit
- 23. Lead Scoring • Browsed Product Page 1st visit +5 points • Downloaded an 2nd visit infographic – no form fill +10 points • Commented on a blog +7 points 3rd visit • Joined a webinar – form 4th visit fill +20 points
- 24. Engagement Score Return on Touch-point +20 points £140 +42 points £120 +30 points £100
- 25. More options and solutions than ever before • Integration bridges • Plug-ins • A desk-top of dash boards • £10k - £100k+
- 26. Marketing manager with minimum 5 years experience required – Solid level of communication experience across on-line, off-line and non-line channels – Experience managing data – Capable of creating and sending out email campaigns – Social media guru – Able to write blogs, posts, tweet at will – Creative – able to write copy and do design – Technical – able to operate and integrate tools – Great working with sales people – Experience in setting exacting measurements for all activity – Can demonstrate through previous experience – ROI, ROC, ROT – Can increase my sales by 10% within the first 3 months of joining team – Will not ask for more resource for at least a year
- 27. • Built a set of tools that not exhaustive in market place – but is core functionality • Built in with full CRM system that will gets started sales and marketing processes – built on an enterprise level platform that can scale as you grow Empower marketing and sales to supercharge their business. To push the dial, tweak, learn, evaluate, roll-out. Assessment in real time and fast decisions. To be 2% better in 5 different key places. That’s 10% better than we were.
- 28. Any questions?
- 29. Marina Lumley @marinalumley uk.linkedin.com/in/marinalumley
Notas do Editor
- My starting point when I work with clients – whether its’ directly on their marketing/business issues – or whether its delivering a training programme – is do you really know what your problem is? Quite often the problems are identified fast – and the time is spent on the solution. But a wise person once said to me – spend 95% of the time on truly defining the problem – and the solution will come easy. And whilst it’s often painful, frustrating, full of highs and lows – its always stood me in good stead and put more faith and confidence and certainty around the solution. The subject for today’s seminar is – Supercharging Sales & Marketing.
- I’m currently consulting for Target360 who is sponsoring this event today and indeed this seminar. And I’m finding that I’m having a conversation every day more or less – and this is what it comes down to – with more digital tools at the marketers disposal – more ability for marketing managers to think – act – and do engaging and 1-2-1 marketing – how do they actually get it to work and know its worked.
- And I’m finding that I’m having a conversation every day more or less – and this is what it comes down to – with more digital tools at the marketers disposal – more ability for marketing managers to think – act – and do engaging and 1-2-1 marketing – how do they actually get it to work and know its worked.
- Very recently I was in New York and happened to be talking to a Canadian gentleman who was there with his sales team. They were on a bit of a jolly. They had flown in on 2 private jets (first indication of success). And I asked him what his business was – he said – scrap metal. Business to business clearly. He and his brother owned the company. I thought what the hell and I asked him what his turnover was. Just short of 2 billion Canadian dollars a year. This guy clearly knew what success looked like and I asked him how he achieved it. He said – it’s the 2%. 2% smarter at every point of our sales journey. (Marketing Automation gives the opportunity for multiple 2% along the journey) Come in Huston – we have a problem – in fact we have several. And I’m not which to fix? Are they all fixable? And what do I tackle first? So lets see if some of this resonates…
- Problem - How do you know you are being most effective and efficient? – when the request comes in – we need another sales person, another marketing exec, we need more time to do what you’ve asked.. how do you know if that is really an accurate solution to the problem – create more time please – longer deadlines or more people hours.
- The challenge – in situations where you have multiple acquisition activities – potentially in more than one channel - an event or PPD advertising, where you have a lead journey – from initial “vague” awareness to potential interest – you need communications and contacts to help nurture. And you may have 1000 leads all at different stages, requiring different activities and interactions – so how exactly to you make that happen seamlessly without giving marketing a nervous breakdown? – or worse still - not even attempt to do it with the help of a little Valium?
- Problem – I’ve heard about it, I know about it – are we doing it? - Often discussed, rarely executed or measured. Now we cannot just say it – but do it. Why do you need engagement? And what is the difference between acquisition.. etc…
- Problem - The MDs nightmare – listening to the excuses of sales people when they explain all the reasons why they can’t close sales…. Leads not real leads, not qualified, not the decision maker etc… So sales people are unhappy and blaming marketing. And marketing think sales should be doing more. Tension headache -
- £300k deal anonymous
- Like Indy here, we are all trying to reach for the Holy Grail….
- Problem - A marketers holly grail “How much do I spend on what?” I’m sure for some – this is your situation. We’ve got some tools already. We are doing some marketing activity. But does marketing have the time and bandwidth to work out the true impact –ROI, ROT, ROA.. Are they quick enough to evaluate campaigns? Not so long ago marketing tended to evaluate campaigns and activity at the end. But that’s far too slow today.
- Today you need to work fast and fail fast – it’s often the precursor to success.
- Marketing needs confidence to tune and fine tune activity. It needs to be able to say – we can convert to sales for £1,000 per lead using these activities in this order, verses £5,000 this way. Eventually you’ll be able to say that the £5k customer stayed 3 times longer – so still well worth the investment.
- Problem – Do I need a CRM system? Is mine OK? How much is it going to cost? Will I use it?Education: More options and cost effective solutions than ever before. Have to keep working the solution once you’ve got it deployed. Sales Force, SugarCRM, Microsoft Dynamics.And then the sales and marketing tools overlay – consultancy, integration issues, combination of tools from different vendors – email from dotmailer, analytics from Marketo, etc… 3 systems – all trying to work together with integration bridges. (is this true??) How much easier is t36? How difficult are the others? Do we know? Can we canvass people using it? Many tools can be overlaid on an existing system – but its still 2 systems. T360 – it is a CRM – and its 40k of consultancy that you don’t have to pay. An absolute USP and my only pitch of the day.