Marketing automation allows organizations to better manage customer data and improve the flow of leads through the sales funnel. It provides benefits like increased productivity, improved communication with customers, and more effective marketing. Key components include lead scoring, email marketing, lead nurturing, and CRM integration. There are various vendor types that range from basic email tools to complex marketing automation platforms. Choosing the right solution requires evaluating an organization's needs and goals.

1. Enhancing CRM Value Through
Marketing Automation
Mike Wallgren
Director, Marketing Automation Services
Kyazma Business Consulting

2. Automation: Definitions and Benefits
“Advantages commonly attributed to
automation include higher production
rates and increased productivity, more
efficient use of materials, better product
quality…shorter workweeks for labour,
and reduced [factory] lead times.”
- Encyclopedia Brittanica
“Automation is having technology do
things for you so that you don’t have to.”
- Paul Dickinson, Lifehack.com

3. The Marketing and Sales Funnel
Marketing
automation allows
organizations to
accelerate and better
manage the flow of
data through the
demand funnel
MQL
Inquiries
SAL
Oppty
Stages
Won

4. Marketing and Sales System Flow
Website
forms
External
media
Live events
Lead sources
and campaign
metadata
Marketing
automation
system
CRM
Leads
with
scores
Lead history /
follow-up
info

5. Marketing Automation Components
Marketing
Automation
Strategy
Lead
Scoring
Email
Marketing
Lead
Nurturing
CRM
Integration
Online
Activity
Tracking
Marketing
Analysis

6. Lead Scoring
Interaction Score
View high-value web page 5
Email open 1
Email click-through 2
Subscribe to newsletter 5
Webinar registration 10
Live event registration 15
Download white paper 10
Objective: Filter high-value leads for your sales team, allowing them to focus on the
leads that have the highest propensity to convert to a sale.
Lead Grade Point Value
A >20
B 10-19
C <10

7. Email Marketing
• Personalization
• Dynamic signatures and “send from”
addresses
• Dynamic content

8. Lead Nurturing
Objectives
• Continue communications with leads
and opportunities that drop out of the
funnel at each stage.
• Create an ongoing dialog with
customers and prospects
Types
• Pre-sales
• Stalled opportunities
• Lost opportunities
• Upsell/cross-sell

9. Nurture Campaign Example

10. CRM Integration
• Regular intervals (15 minutes to 1 hour)
• Account, contact, lead, campaign, opportunity data
• Bi-directional sync
• View email and web activity from within Salesforce

11. Online Activity Tracking
• Web activity via
page tags and
cookie tracking
• Email interactions
• Third-party link
clicks
• Form submissions
• Salesforce
campaigns

12. Marketing Analysis

13. Marketing Automation Benefits
Improve Sales
Efficiency and
Productivity
Build
Relationships
Through
Effective
Communication
Leverage Rich
CRM Data to
Improve
Marketing
Effectiveness
Better Measure
Effectiveness of
Marketing
Campaigns

14. Marketing Automation Benefits
• 75% of companies using marketing
automation see ROI within 12 months, 44%
within 6 months.
• Companies that excel at lead nurturing
generate 50% more sales-ready leads at 33%
lower cost.
• Relevant emails delivered through marketing
automation drive 18 times more revenue than
email blasts.
Source: Pardot

15. Automated Versus Manual
Without Marketing
Automation
With Marketing Automation
Segmentation Manual using Excel Automated based on contact
attributes
Email delivery Manually pull a list, upload,
and deliver for each email
Build out using a workflow tool
Lead Scoring Can be somewhat automated
in Salesforce
Fully automated based on
contact attributes and activity
Lead Management Can be somewhat automated
in Salesforce
Full automation of leads passing
back and forth between sales and
marketing

16. Key Pitfalls
1. “The Shiny New Toy”
• Many options exist for marketing automation solutions
• The selected solution needs to be the right fit
2. “The Magic Box”
• “We just need to buy something, and then our campaigns will run
themselves.”
• Just like with Salesforce.com, no system will fix bad process.
3. “Destination Nowhere”
• Key objectives and metrics are key to a successful marketing
automation strategy

17. Email Marketing Vendors
Vendor Type: Basic Email Solutions
Strengths • Intuitive and easy to use
• Inexpensive
Downsides • Lack of automation – manual solutions
• No integrated function for landing pages or website
tracking
• Not all solutions provide native Salesforce.com integration
Pricing Tier Low
Vendor Examples MailChimp
VerticalResponse
iContact
Constant Contact

18. Email Marketing Vendors
Vendor Type: Large Email Vendors with Some Marketing Automation
Strengths • Scalability
• Email deliverability
Downsides • Automation capabilities are limited
• Not as good at supporting account-based selling model
• Limited Salesforce.com integration
Pricing Tier Medium – based on number of sends
Vendor Examples ExactTarget (Salesforce.com)
Silverpop
Responsys (Oracle)

19. Email Marketing Vendors
Vendor Type: Online Marketing Vendors with Some Marketing Automation
Strengths • Breadth of features
• Intuitive interfaces
Downsides • Limited CRM integration
• Lack of depth in automation capabilities
Pricing Tier Medium – based on database size
Vendor Examples HubSpot
Genius

20. Email Marketing Vendors
Vendor Type: SMB Marketing Automation
Strengths • Value – deliver rich feature set and great UI for reasonable
cost.
• Excellent integration with Salesforce.com.
Downsides • Lack some flexibility and depth on automation features.
Pricing Tier Medium – based on database size
Vendor Examples Pardot (Salesforce.com)
eTrigue
Act-On

21. Email Marketing Vendors
Vendor Type: Enterprise Marketing Automation
Strengths • Flexibility and depth of automation capabilities
Downsides • Complexity – user interfaces can be difficult to navigate
and manage.
• May need a full-time automation specialist to manage.
Pricing Tier High– based on database size
Vendor Examples Eloqua (Oracle)
Marketo
Neolane (Adobe)

22. Summary
• Marketing automation provides tangible
benefits to any organization.
• The components of marketing automation can
help streamline your marketing process and
improve marketing and sales alignment.
• There are several vendor types that run the
gamut from basic email marketing to complex
marketing automation.

23. Additional Resources
• Blog
• Webinars
• SLC Event and other possible events
• mike@kyazmallc.com