Why Marketing Automation is Indispensable for B2B Marketing Success
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This document discusses the growing importance and value of marketing automation. It notes that marketing automation software acquisitions totaled over $6 billion from 2010 to 2013 as tools became indispensable. The main challenges for marketing include an expected 20-fold increase in digital data by 2020, empowered customers who complete most of the buyer journey without sales, and pressure to prove marketing ROI. The document advocates for lead nurturing programs to guide customers through personalized, behavior-driven communications. It also emphasizes using automation to improve sales and marketing alignment by delivering better leads and enabling sales to engage opportunities. Analysis of marketing campaigns and attributed revenue is presented as a way to demonstrate accountability through data-driven reporting.
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Why Marketing Automation is Indispensable for B2B Marketing Success
- 1. Shimon Ben Ayoun Managing Partner spotONvision WHY MARKETING AUTOMATION IS INDISPENSIBLE For every B2B marketing and sales manager #b2bnl
- 2. When Buyer Seller Value 2010 IBM Unica 480M $ 2012, 2013 Oracle Eloqua, Compendium, Responsys 1500 + 30 + 871M $ 2012 Microsoft Marketingpilot ? 2012, 2013 Adobe Efficient Frontier, Auditude, Day Software, Demdex, Neolane 2500M $ 2013 SalesForce ExactTarget, Pardot 2500M $ SAP Still has to buy 6 Billion $ in Marketing Software Acquisitions
- 4. Source: Scott Brinker, chiefmartec.com
- 5. It’s all in the DATA! Data volume will grow to 20x of what it is today by 2020 (Gartner)20X Percentage of digital information generated by individuals (IDC): 75%
- 7. Growing Expectations Increase the Burden On Marketing New responsibilities 76%89% No change in budget or resources Leadership judges marketing ROI faster 76% Source: Forrester/Business Marketing Association May 2013 Global Marketing Online Survey
- 8. Buying process shifting to marketing-driven Source: Forrester/Business Marketing Association May 2013 Global Marketing Online Survey THEN NOW • Sales Dominated • One-way, single channel, relationship- driven • Marketing plays critical role • Internet-driven, analytics-driven
- 9. Sales wants “leads!” Marketing hits the “more” button Sales doesn’t follow up Marketing: “Why no followup?” Sales: The “leads” are no good Marketing: Wasted effort, poor performance, bitterness, despair Sales is pushing for more.. quality
- 10. 3 / 4 CEOs want marketers to become 100% ROI-focused 2013, Fournaise Group study of CEOs
- 11. WE NEED TO OF MARKETING THE VALUEPROVE
- 13. The Age of the Empowered Customer Does 60% of the buyer journey without sales
- 14. THE LENGTH OF THE SALES CYCLE LARGER DMU’S, SLOWER DECISION MAKING
- 15. “The purpose of business is to create and keep a customer.”
- 16. How can MAP help bridge these gaps? Not just product features and right price How do I visualise and better understand the digital body language of my buyer How do I make sure to send the right message to the right person at the right time? How do I improve my relationship with sales? How do I analyse marketing operations and prove the ROI of marketing?
- 17. What is marketing Automation?
- 18. Digital Body Language Know your customer
- 20. Track any activity: owned, earned, paid media Digital Body Language
- 21. MEET ERNA(based on a true story)
- 22. Digital Body Language Engagement fit • Interested in Content Marketing (found us via google) • Funnel Stage – Awareness • Main message – You can reach more with content Profile fit • Segment marketing manager • Large Insurance company • Large marketing teams
- 23. BUT, HOW DO WE GUIDE ERNA IN HER JOURNEY TO BECOMING A SQL?
- 24. Lead Nurturing Guide your customer
- 25. Communication Effectiveness Batch and Blast Product-Driven Segment Customer-Driven One to One Behavior-Driven Right-Time Right-Message True Personalization Forrester Research “Campaigns that target based on Website user click- stream data outperform untargeted broadcast campaignsby nearly 4 to 1.” Marketing Sherpa “Segmented lists yielded an 11.7%CTR v. un- segmented lists of same size yieldingonly a 0.6% CTR. Aberdeen Group Best-in-class lead scoring programsincrease pipeline thickness by 27%v. the average of 12%. Lead Nurturing
- 29. Lead Nurturing
- 30. Lead Nurturing Search Google • Found spotONvision eBook and visited relevant webpages Attended the webinar • Follow-up afterwards Sent eBook with Follow-up • Also sent invitation for webinar Registered for the webinar • Sent all details and agenda appointment 2 Weeks
- 31. Education Campaign Get them ready to talk to Sales • Engage to further profile prospect • Educate about value prop Why Us Campaign Expose your solution to their need • Differentiate your brand from competitors’ • Reiterate value prop • Include relevant case studies, testimonials Urgency Campaign Remove roadblocks, speed purchase decision • Provide decision tools New Customer Onboarding Welcome new customers • Thank them • Identify next steps Customer Loyalty/ Retention Retain and develop • Reiterate purchase/ relationship benefit • Seek feedback • Tips/tricks to get most of product Welcome Campaign Welcome new subscribers/ contacts to DB • Introduce brand • Reiterate subscription benefits • Spell out next steps • Opt in to something else Evaluate PurchaseLearn Justify Advocacy ERNA Interest Lead Nurturing
- 32. Lead Nurturing
- 33. Sales & Marketing alignment Improve your relationship with sales
- 34. Deliver Better Leads: Lead Scoring Sales & Marketing alignment
- 35. Enable Sales to Profile and Engage with Their Best Opportunities Sales & Marketing alignment
- 37. Less than 1 in 3 companies properly calculate marketing ROI* Analysis
- 38. Analysis REVENUE IMPACT REPORT NUMBER OF LEADS & OPPORTUNITIES GENERATED
- 39. Analysis ATTRIBUTED REVENUE BY CAMPAIGN CLOSED LOOP & CAMPAIGN REPORTING
- 40. SO, WHAT’S NEXT?
- 41. START WITH THE BASICS GET TO KNOW YOUR BUYER AND HIS/HER BUYER JOURNEY FIRST
- 42. CONTENT IS THE NEW CURRENCY HAVING QUALITY CONTENT IS ESSENTIAL FOR B2B ENGAGEMENT
- 43. MAKE SURE YOUR DATA IS CLEAN KEEPING DATA CLEAN AND FUNCTIONAL, ENSURES SUCCESSFUL CAMPAIGNS
- 44. AGREE ON LEAD QUALIFICATION WITH SALES ENSURE THERE IS A GOOD UNDERSTANDING BETWEEN BOTH PARTIES
- 45. DON’T INVEST IF YOU PLAN TO USE IT ONLY AS AN EMAIL-SYSTEM MARKETING AUTOMATION IS SO MUCH MORE THEN JUST ANOTHER EMAIL-SYSTEM
- 46. WHEN NOT TO INVEST IN MAP • Don’t have the right content in place • Very low number of website visitors • Very low volume of contact database Analysis
- 48. Thank You! Shimon Ben Ayoun @shimonbenayoun