Focus on how your email marketing technology can deliver measurable results to your sales process Presented by Silverpop http://df2u-fl.eventbrite.com/

1. Marketing Automation: Essential Elements of Successful B2B Demand Generation Forest Yule Silverpop Strategic Alliances Manager Fyule@silverpop.com 512-850-2946

2. Agenda Who we are Why Marketing Automation Key Capabilities with Marketing Automation Closing/Q&A

3. Silverpop 1500+ customers, 2000+ brands Email Marketing and Marketing Automation Appexchange/ISV Partner with Self-Service Integration >80M msgs/day sent across our customer base

4. Key Learning Goals Lead nurturing is critical to creating sales-ready leads The B2B buyer of today requires a new approach; dialog-marketing tactics Lead Nurturing provides a proven, substantial return on investment Where do you start? You can start simple, then adapt

5. The Need for Marketing Automation

6. B2B demand-gen is a numbers game Only 2-5% of raw inquiries coming into the top of the B2B marketing and sales ‘funnel’ convert to sales. 25-30% of B2B marketing databases have bad or incomplete records. Source: SiriusDecisions, SiriusDecisions 2010 Summit, Scottsdale, Arizona

7. B2B marketing legacy Source:MarketingSherpa

8. Considering the Buying Process sort-of-ready definitely not ready Source: MarketingSherpa, "2010 E-mail Marketing: Benchmark Report"

9. Plugging the Leaky Funnel

10. Plugging the Leaky Funnel

11. Marketing Automation Results Nurture campaigns have 2X the Open Rates and 3X the Click-Through-Rates at of one-off emails 23% shorter deal times for nurtured than non-nurtured leads Higher win ratios for prospects touched 3-4 times per month by marketing nurture campaigns. 47% higher order value from closed sales that were nurtured versus sales that were not Source:Aberdeen, Sirius Decisions, and Silverpop Research

12. Enter Marketing Automation

13. Nurturing Infrastructure

14. Nurturing Infrastructure Lead Capturing

15. Nurturing Infrastructure Lead Assessment & Scoring

16. Nurturing Infrastructure Lead Routing to Sales

17. Nurturing Infrastructure Lead Nurturing & Reporting

18. The Components of Marketing Automation Web Integration & Lead Capture Outbound/Email Execution ROI Reporting & Analytics Centralized Marketing Database Lead Scoring & Management Sales Tools /CRM Integration Campaign (Nurture) Automation

19. 1. Central Marketing Database

21. Duplicates?

23. Digital Footprint

24. 2. Web Integration and Lead Capture

26. Anonymous

27. Identified

28. Landing Pages

29. Microsites

30. Dynamic Content

32. Silverpop Landing Pages

33. Progressive profiling - collection 3. Returning Leads – Pre-Populate – Gather More 2. Returning Leads – Pre Populate 1. Basic Lead Form 4. Returning leads – Personalize – Pre-Populate – Progressively Gather More

34. 3. Outbound/Email Communications

35. But are your messages delivered? Compliance Opt-in/Opt-Out Terms Identity & Reputation Dedicated IP Building Reputation Content Monitoring SPAM Scoring Inbox Preview

36. Share to Social #2 Clicking link takes recipients to social network to complete sharing process #1 Insert Social Network Link in Email #3 All the recipients friend will now be notified via Facebook of the share!

37. Popular search question Best time to send?

38. Right Message, Right Time

39. Send Time Optimization

40. 4. Automated Lead Scoring

41. Scoring Leads Level 3 High Fit Hot Target Right Fit Sales Target Highly Engaged Low Fit High Low Interest in Your Product/Services

42. The Lead Puzzle Demographic VP Sales Evaluating Solutions Download a Whitepaper BANT Visited Website Last Week $100M Company 5000 Employees Has 2009 Budget Activity Needs Fit Solution 36 36

45. Key Online Behaviors

47. When should sales pounce?

48. 6. CRM Integration and Sales Tools

49. Self-Service Integration w/ Salesforce

50. CRM Integration

51. Sales Visibility (Lead Activity)

52. Sales Control over Nurturing

53. Sales Collaboration and Alerting

54. 7. Analytics and Reporting

55. Campaign Analysis

57. Campaign reports

58. Email reports

59. Custom reports

60. ROI Reports

61. Revenue Pipeline

64. Increased No. of qualified leads sent to sales

65. Improved Sales Close Rates

66. Reduced Cost per Sale5x 2x 25%

68. Lead nurturing accelerates sales opportunities

69. Mapping content to buyer needs is key

70. There is a proven, substantial return on investment

72. Self-Service Integration w/ Salesforce