Marketing automation allows companies to streamline, automate, and measure marketing tasks to increase efficiency and revenue. It helps nurture leads through content tailored to where prospects are in the buying process. This improves lead conversion rates and generates more sales-ready leads at a lower cost. Marketing automation also enhances sales effectiveness by prioritizing leads and providing activity history to reps. It provides metrics to demonstrate marketing's impact on revenue and turn it into a driver of business versus just a cost center.

1. Marketing Automation
Nurturing, Prioritizing, and Recycling
Leads to Convert More Leads into
Revenue
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
© 2013 Televerde, LLC

2. Executive Summary
• The B2B Buyer has changed: need to proactively 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
© 2013 Televerde, LLC
“Companies that excel at
lead nurturing generate
50% more sales ready leads
at a 33% lower cost”

3. 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
© 2013 Televerde, LLC
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”

4. Changing Role
• 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.
© 2013 Televerde, LLC

5. 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

6. Plugging the Leak
• 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
© 2013 Televerde, LLC

7. 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

8. 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
© 2013 Televerde, LLC
“Nurtured leads
produce, on average,
a 20% increase in
sales opportunities
versus non-nurtured
leads”

9. 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

10. Value of Lead Nurturing
© 2013 Televerde, LLC

11. 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
© 2013 Televerde, LLC
“46% of marketers
with mature lead
management
processes have sales
teams that follow up
on more than 75% of
marketing-generated
leads”.

12. The Value of Lead Scoring
With good info on lead prioritization, reps spend
more time selling and less time qualifying
© 2013 Televerde, LLC

13. 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

14. The Value of Marketing Automation
© 2013 Televerde, LLC

15. Digital Body Language
© 2013 Televerde, LLC

16. 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

17. The “Job” of Content
“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
© 2013 Televerde, LLC

18. 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%
© companies.
more than the least mature2013 Televerde, LLC

19. 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
Steps to Take to
Improve Lead
Nurturing

20. 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)
© 2013 Televerde, LLC
Steps to Improve
Sales Productivity

21. Improving Sales & Marketing Analytics
Steps to Improve
Insight into Sales
and Marketing
Effectiveness
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
© 2013 Televerde, LLC

22. 12 Demand Management Competencies
GTM Goals,
Strategies, Plans
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
Tele-touch
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

23. Summary
Marketing automation benefits
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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

24. 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