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Building a-blueprint-for-marketing-automation
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Best practices for getting the most out of your technology investment
Build a Blueprint for Marketing Automation ROI
#yb2bMktgAuto
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INTRODUCTION
2
Yesler is a B2B marketing agency that helps technology
companies deliver predictable revenues, sustainable growth,
and measurable results.
We apply an end-to-end integrated framework of services that
aligns marketing and sales. We make your marketing relevant
and accountable – to your buyers, to your sales team, and to
the bottom line.
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• New capabilities
• Enabling new practices
• Feasibly
• Affordably
• Expanding marketing’s role
Marketing automation primer
5. • Technology and Infrastructure
• Revenue Model (the big picture)
• Lead Capture
• Lead Enrichment
• Lead Nurturing
• Lead Scoring and Lead Routing
• Lead Development
• Campaign Tracking
5
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• Needs Assessment
• Typical sales cycle
• Potential lead volume
• Purchase consideration
• Selection Criteria
• Time-to-value
• Full functionality
• Interoperability
• Implementation Considerations
• Sales process and system maturity
• Revenue model alignment
Infrastructure
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Like the Beatles sang, the path to revenue is a long and winding road
Revenue MOdel
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Revenue MOdel
Lead: A Lead is a Name that has shown a minimal level of engagement as evidenced by achieving a behavioral
score of at least 25.
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Revenue MOdel
MQL: A Marketing Qualified Lead is a Lead that meets minimal demographic qualification with a demographic score
of at least 15. This is a timed SLA that provides 21 days to qualify the Lead forward into a Sales Accepted Lead
(SAL), disqualify the Lead, or recycle the Lead.
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Revenue MOdel
MQL > SAL: All transitions from MQL to SAL are done manually by a Market Development Representative (MDR).
This is the hand-off from marketing and sales and an area that deserves considerable focus and attention.
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Revenue MOdel
MQL > Recycled MQL: Recycling can be triggered manually by a MDR as a result of client guidance or will occur
automatically on the 22nd day of being an Marketing Accepted Lead (MAL). Upon recycling, the behavioral score is
set to 0. The Recycled MQL can re-activate itself by re-achieving a behavioral score of at least 25.
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Revenue MOdel
MQL > Disqualified: Disqualification occurs automatically for the following reasons: a Lead unsubscribes, has an
invalid email, is too small or out of market, or is identified as known junk, an employee, a competitor, or a partner. A
MDR can manually disqualify a lead by changing its status and selecting one of the reasons noted above.
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• Landing page considerations/best practices/performance
• Layout & format
• Shareability
• Responsive design
• Testing discipline
• The data collection trade-off
• Minimum requirements
• Progressive profiling
• Keeping it clean
• Secure the perimeter
• Stay on top of form-spam
• Protect your users and your credibility
Lead Capture
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• Demographic scoring—industry, size,
geographic, revenue, number of employees
• Behavioral scoring – page visits, clicks,
shares, attendance at events, etc.
• Profiling – interests and
preferences/personalization
• Demographic score (fitness) + behavioral
score (progress)
Lead scoring
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• Bridging the gap between lead capture and sales acceptance
• Segmentation –
• Stages of the buying journey
• Buyer personas
• Interest/preference
• Industry
• Engagement level
• Dynamic pacing
• Personalized and/or contextualized content
• What to test – formats, subject lines, frequency, tone
• How to test - challenger/champion
• Patience required!
Lead nurturing
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• A personal touch (the concierge)
• Similar to social outreach
• Engage and serve. Don’t sell.
• Reconnaissance
• Qualification - BANT
• Budget
• Authority
• Need
• Timing
• Open-ended questions
• Pattern recognition
• Questions
• Challenges
• Objections
Lead development
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Revenue MOdel
Lead Capture Lead Enrichment
Lead Development
Lead Nurturing
Marketing Automation Sales Force Automation
Lead Scoring Demographic Lead Scoring Behavorial
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the yesler b2b
marketing
framework
A Blueprint for B2B Marketing
Success
