An overview of Marketing Automation - from initial lead generation, through to lead scoring and lead nurturing. The presentation explains the problems marketing automation solves and the benefits it delivers. It also summarizes the key features provided in Marketing Automation.

1. WHAT IS
AUTOMATION?
MARKETING

2. Marketing Automation helps you:
•generate more sales leads,
•make more sales and
•earn more money.

3. 3
• Marketing Automation systems are web-based
applications.
• They help you generate more sales leads.
• They help you generate better quality leads.
• They automate the follow-up with those leads to
convert more of them to “sales ready” leads.
• They coordinate web marketing activities like email
marketing, online ads and online registrations.
• They help you analyze which marketing inputs
produce the best outputs – sales leads and sales.

4. Why Do You Need Marketing
Automation?

5. The Problem
• Lead Generation tends to be inconsistent – not
standardized or automated.
• Can identify contacts but these don’t convert to
opportunities
• Process frequently ignores buyer behaviour – buyers
now do a lot /most of their research online
Ad hoc lead 11 generation - not repeatable
2 2 Ad hoc lead management -
inconsistent
3 3 Too many manual steps – not scalable

6. 6
The problem
ThTeh Pero Pblreomblem
Typical problems with Lead Generation today
• Online lead generation is not systematically managed.
• Marketing teams generate a limited number of leads from one or
two sources such as tradeshows.
• Marketing teams pass every contact they generate to Sales without
sorting out the good from the bad.
• Sales teams believe the leads they get from their Marketing units
are low quality and so do not follow them up effectively.
• Some leads are not followed up within a reasonable time frame, or
at all.
• Marketing can’t see what happens to the leads they pass to Sales.
• Marketing can’t compare the quality of leads generated from two
different sources because they can’t track their progress in sales.
• Marketing teams are not sure which activities generate ‘good’ sales
leads.
• Marketing aren’t sure which elements of promotional spend
produce the best sales results.

7. 7
Lead Generation is Moving Online
4 of the top 5 lead sources are online
1
2
3
4
5
47%
Source: DemandBase and Focus.com, 2011

8. EEmmaaiill MMaarrkkeettiinngg
8
Digital Marketing Is Too Complex
•Specialist skills required
•Multiple tools for SEO, ads, social ...

9. 9
Tools Not Designed For B2B Tech Marketing
•Tools not designed for typical sales or
marketing staff
•Complex systems that require specific skills
•Have to use multiple tools to obtain benefit

10. Our Goal
A Repeatable Customer
Acquisition Process
11 Predictable
2 2 Scalable
3 3 Automatable

11. What Does Marketing Automation Do?

12. ThWe PThraohbtel eD mporeosb Mlemarketing Automation Do?
Generate
Web
Traffic
Capture
Leads
“Nurture”
those
Leads
“Closed
Loop”
Reporting
Handover
Sales-
Ready
leads

13. ThWe PThraohbtel eD mporeosb Mlemarketing Automation Do?
Generate
Web
Traffic
Capture
Leads
“Nurture”
those
Leads
“Closed
Loop”
Reporting
Handover
Sales-
Ready
leads

14. ThWe PThraohbtel eD mporeosb Mlemarketing Automation Do?
AAuuttoommaattee eeaacchh sstteepp ffrroomm iinniittiiaall ccaappttuurree tthhrroouugghh ttoo hhaannddoovveerr ttoo ssaalleess
Awareness 100%
Lead 35%
Capture
Lead 32%
Nurturing
26%
Handoff to
Sales
Revenue 22% € $ £
Source: Forrester Research “The State of Lead to Revenue Management” July 2012

15. ThWe PThraohbtel eD mporeosb Mlemarketing Automation Do?
MMaarrkkeettiinngg AAuuttoommaattiioonn ssyysstteemmss ttyyppiiccaallllyy mmaannaaggee tthheessee aaccttiivviittiieess
MMaarrkkeettiinngg AAuuttoommaattiioonn
LLeeaadd ggeenneerraattiioonn LLaannddiinngg ppaaggeess
LLeeaadd ssccoorriinngg EEmmaaiill mmaarrkkeettiinngg
LLeeaadd NNuurrttuurriinngg SSeeaarrcchh EEnnggiinnee OOppttiimmiizzaattiioonn ttoooollss
CCRRMM IInntteeggrraattiioonn AAnnaallyyttiiccss && ““CClloosseedd LLoooopp”” rreeppoorrttiinngg

16. What Are The Benefits?

17. The Benefits
17
Increased Lead
Generation
Generate more leads from increased
automated lead capture.
Better Quality Leads Marketing apply consistent criteria to
ensure only sales-ready leads are passed to
sales.
Increased Revenue More leads and better quality leads convert
to more sales and increased revenue.
Increased Automation More efficient use of marketing and sales
time through automation, leading to
reduced cost per lead.
“Closed Loop” reporting
- accurate insight
Understand which marketing inputs results
in sales. Analytics leading to better decision
making for marketing spend.

18. The Benefits
18
There’s a clear business case
Industry Research
+ +
20% -
30%

80%

80%

136%

136%
Convert an additional 20% to 30% of Leads
Reduce lead cost by up to 80%
136% increase in Gross Profit - CSO Insights
Sources: Forrester, Gartner, MarketingSherpa, CSO Insights

19. How Does CRM Relate To Marketing
Automation?

20. Marketing
Automation
Customer
Relationship
Management
Acquire Maintain /
grow
Customer Life Stage
Retain /
recapture
Users
Marketing
Sales
Support
Source: David Raab, http://customerexperiencematrix.blogspot.com
The Benefits

21. What Are The Key Features of a
Marketing Automation System?

22. Key Marketing Automation Features
22
Lead Capture Forms Ability to create registration forms or capturing website visitor
registration details.
Landing page design and
host
Drag and drop page design, hosting of the resulting landing pages
for visitor lead capture.
Lead profiling Capture profile information including location, source of visitor,
keyword search terms, social media profiles.
Lead scoring rules Automated rules to apply a numeric score to a lead based on its
profile and behaviour.
Lead grading/Persona
matching
Allow manual grading of lead’s match to targeted “personas”.
Lead routing/allocation Automated rules to route lead for automated or manual follow-up.
Notifications Notify sales or marketing personnel when prospects take a specific
action.
Lead Nurturing Automatically send a sequence of email messages to a lead based
on pre-defined rules. These rules can related to its score, profile,
location, company or other parameters.
Lead Behaviour Score Automatically add or subtract points from a lead score based on
behaviour such as additional website visits, downloads, email
opens, inactivity etc.
Core Features

23. Key Marketing Automation Features
23
Nurture emails Create a pre-defined sequence of emails to be used for follow-up
‘nurture tracks’.
Email campaigns to
multiple recipients
Send email campaigns to multiple recipients.
Email design Design user-friendly HTML marketing emails.
Auto-responder emails Trigger automated emails when a user takes an action.
Landing page design Design user-friendly HTML landing pages in a drag and drop editor.
Customizable form fields Create new form fields.
Progressive profiling Progressively acquire additional information from clients on
repeat interactions via landing pages, web pages or emails.
Email

24. Key Marketing Automation Features
24
CRM connector Integration connectors to main CRM systems.
Route leads to CRM
account
Assign leads, have them posted to sales team’s CRM accounts.
Retrieve CRM
opportunity data
Retrieve opportunity status and revenue data for leads from CRM
system and match to marketing lead generation costs.
Custom CRM fields Create custom fields in the CRM system and match them to fields
in the Marketing Automation system.
CRM Integration

25. Key Marketing Automation Features
Reporting and Analytics
Web visitor tracking Tracking of visitor numbers, sources, search terms, location,
25
frequency etc.
Lead reporting Reports on number and quality of leads, cost per lead.
Channel analysis Analysis of quality of lead, cost per lead, per channel e.g. email,
SEO, pay-per-click, social.
Revenue impact Analysis of which leads converted to revenue, from which sources
and at what cost.
Anonymous visitor
tracking
Tracking of visitors before they register on a landing page or form.

26. Key Marketing Automation Features
26
Contact Management
Manual update Ability to manually edit a lead record to update address or contact
data, add notes.
Social media data Integrate to LinkedIn, Twitter and other social networks to pull up
profile data on the lead and append it to the record.
Data append Integrate with 3rd party data appending services to enrich lead
detail records.
List management Manage and segment lists of leads based on industry, geography,
role and other parameters.

27. Key Marketing Automation Features
27
Search Engine Optimization
Search source data Record the source data including keyword terms against lead
records.
Keyword configuration
analysis
Analyse client website page settings.
Keyword opportunity
analysis
Identify high volume keyword opportunities.
Keyword ranking
information
Identify current ranking against selected keywords.

28. What Are The Goals For a Marketing
Automation Project?

29. 29
Marketing Automation
ThGe oGaolasls Foof Mr Markaertikneg tAiuntgom Aautitoonmation
1. Generate more leads
2. Generate better quality leads (i.e. generate more 'hot' leads and less
'cold' ones).
3. Ensure we respond to all leads (i.e. that none of them go un-contacted).
4. Make sure this response happens faster than at present (e.g. minutes or
hours rather than days).
5. Ensure we respond to all leads consistently.
6. Ensure this response is based on information we have about the lead,
rather than based on a given sales person's current location, their
workload or their access to the CRM system or other circumstantial
drivers.
7. Ensure that our longer-term response (lead nurturing) is effective at
driving engagement with leads – that our actions increase engagement,
not decrease it.
8. Record sufficient information about how we manage leads so that we can
analyze our activities and draw accurate conclusions about how to
improve our approach.

30. How Do You Implement Marketing
Automation?

31. Where Do You Start?
Who to target – Ideal Customer Profile (Personas)
What is a Lead? – Define with your Sales team
11
22
What Are We Selling – review 33 your Value Proposition
Execution Preparation
44aa Inbound Tactics Outbound Tactics
55 Process Automation with Motarme System
CCaappttuurree PPrrooffiillee SSccoorree NNuurrttuurree Sales
Ready
44bb

32. “ We have seen for ourselves how a solid
strategy has helped to drive traffic to our
site and generate sales leads.”
Caolan Bushell
Business Development Manager
Mergon Group
Barry Rooney
Chief Operations Officer
Siemens ITSS
“Motarme delivered real,
measurable results in a short
timeframe – sales and contacts from
our target audience at Tier 1
companies.”
Joe Lynch
General Manager
IMEC Technologies
“Generating leads online is now a
central part of our sales strategy.”
About Us

33. What We Do – B2B Technology Marketing
Motarme helps business-to-business (B2B) technology
companies generate leads online and convert those leads to
sales. We provide marketing automation, website design, digital
marketing and PR services.
•Lead Generation Consultancy
•Marketing Automation
•Web Marketing and Web Design

34. Thank You
Motarme Marketing Automation
T: +353 1 969 5029
M: +353 86 383 8981
W: www.motarme.com
Twitter: @motarme