From Email Marketing to Marketing Automation

Nicol BatraEnterprise Account Manager | Marketo EMEA

What are the milestones you should aim to achieve?

…..as you move towards:

• Advanced lead management

• Automated nurturing

• Account based marketing

• Web personalisation

#1: Plan across the organisation

• Marketing

• Sales

• CRM

• Ops

• Digital

• Corp Communications

• Agencies & Partners

• Board Level

#2: CRM integration

• Not enough just to have the synch in place

• Also need to scope the priorities; exposure; bi-directional nature; frequency etc.

• Vitally, clear business processes around it e.g. lead assignment; triggers, alerts to Sales; education & adoption

#3: Marketing / Sales Alignment

Making it happen in real terms:

• Have a single executive level champion across both Sales & Marketing

• Must have Sales IN THE ROOM when planning and making decisions:

• e.g. lead assignment across SMB / ENT or different territories

• Scoring criteria: thresholds, quantifications, reset to zero on recycling etc.

• Defining lead stages, objectives, KPIs, critical measurements, target accounts

• Roles and Responsibilities

The Lifecycle

Best practice: This program should 100% control the model

Best practice: This program should use a custom channel for Lifecycle

The Revenue Model

Measure and Optimize the Sales Process

S S S

S SS

M M

M

M

M

M

M SAutomated in Marketo CRM triggers action in Marketo

Marketing Responsibility Sales Responsibility

MS

M

Definition of Lead Revenue Stages

Behavior score > 0

Lead Status “Engaged” (or “Suspect”)

Email Address known

Lead Status “Known” (or “Raw”)

New leads Leads who started researching

Leads who meet scoring threshold

Leads who were accepted and converted to contact

Sales Qualified lead moves to opportunity pipeline

Lead score reaches threshold

Lead Status “Marketing Qualified”(or “MQL”, “Prospect”)

Telemarketing or sales has time limit of X days to qualify

Status changed or converted to contact

Lead Status “Sales Accepted”(or “SAL”, “Working”)

Opportunity created

Lead Status “Opportunity”(or “SQL”, “Sales Qualified”)

Email Address unknown

Is Anonymous “true”

UnknownWeb visitors

Dead Ends

Persons who should not be marketed to:

- Competitors

- Employees

- Outside of geographic territory

- Invalid data

- Email bounced

Detours

Persons who should not be marketed to:

- Competitors

- Employees

- Outside of geo-graphic territory

- Invalid data

- Email bounced

Persons who are not ready to purchase:

- No BANT

- Might purchase in the future

- Influencers who should be kept informed

#4: Get the right balance between demographics & behaviours

• Has to be the right mix for your organisation & your market

• Naturally, give behaviours more weight, but it’s the power of the blended approach that counts e.g. job title AND page visits

• Allows you to move towards one-to-one marketing / persona-based marketing

Strategic ROI: the Marketo Engagement Program

• Plan a customer journey

• Target people based on behaviours and preferences

• Respond based on behaviours

Engagement program for New Leads

• Stream 1: Introductory emails

• Stream 2: Pulls in people who click links about topic A

• Stream 3: Pulls in people who click links about topic B

• Etc.

Results from Engagement Programs:

• Analyse the web behaviour of people who move stream

• web activity report, customised

• Report on how our financial investment in this program translates into new customers and ongoing revenue

• Program Analyzer

• Opportunity Analyzer

2 Engagement programs compared:

• Program 1 targets: according to Demographics

• Job title

• Industry

• Region

• Program 2 targets: according to Behaviour

• Opt-ins for subject matter (5%)

• Participants in online events on subject matter (40%)

• Downloaded relevant pdfs (55%)

#5: Set and track against KPIs

• Be realistic – aim at the right level

• Key Metrics could be:

• Flows and pace between lead stages (Engaged to MQL)

• Opportunity Analysis: contact roles, pipeline, closed won values, touch-points

• Program effectiveness: ROI, success metrics, new names, program success etc.

• Named accounts vs. non-ABM

Useful MetricsFlow Conversion Impact Investment Revenue

PerformanceOther

# New Names % Names to Prospects % of Pipeline Contributed by Marketing

Investment per New Name

MT OpportunityCreated and Revenue Expected

Balance of Prospects in Key Stages

# Prospects % Prospects to MQLs Value of PipelineContributed by Marketing

Investment per Prospect

Marketing Influenceon Opportunity Created and Won

Balance of Open Opportunities

# MQLs % MQLs to SALs % of Wins Contributed by Marketing

Investment per MQL MT Opportunity Won by Programs/Channels

Velocity/Cycle Time for New Name to MQL

# SALs % SALs to Opportunities

Value of Wins Contributed by Marketing

Investment per SAL MQL Trend Month/Month

Velocity/Cycle Time for New Name to Win

# Opportunities % Opportunities to Wins

Investment per Opportunity

MQL Forecasting

# Wins Investment per Win Top 20 Programs by MT ROI

# Losses Avg. Number of Successes Per Win

#6: Set your content personalisation / ABM Strategy

• Identify target accounts (M and S)

• Create content for them (unique, compelling, remarkable)

• Put ABM into action (segment web campaigns)

• Apply to optimise advertising budget

10 Steps to Web PersonalisationStep 1: Figure out your Who, What and Why

Step 2: Select 2-3 use cases to implement

Step 3: Select 2 audiences per use case to implement

Step 4: Segment and gather initial analytics

Step 5: Outline content per stages of the customer journey

Step 6: Leverage existing content and create customized calls-to-action

Step 7: Deploy Web Personalization Campaigns

Step 8: Power your ads with data to target

Step 9: Implement A/B testing and optimize performance

Step 10: Share reports with internal teams and align with sales

https://www.marketo.com/ebooks/10-steps-for-a-successful-personalized-web-engagement-strategy/

Account-Based

Marketing

• Manage• Account-centric data model

• Engage• Target and nurture accounts

• Monitor• Roll-up activities • Account based scoring• Analytics

#7: Lead hand-off to Sales

• Pass the right information to Sales at the right time

• Brand new leads, non-engaged, don’t need to flow into CRM

• Use Interesting Moments / Marketo Sales Insight

• Flag with indicators of recency, frequency, hotness, priority

Passing information to Sales

• Communicate where new leads are coming from and what drives revenue

• Which content is converting?

• Which events are the most productive?

• Get input on what buying signals are important

• Sales Insight

• Lead lifecycle and lead scoring

Some example Lessons Learned:

• Don’t start pushing MQLs/Interesting Moments too soon

• Once sales sees your work as ineffectual, you lose credibility

• Too few hot leads better than a bunch of junk leads – so quality not quantity

• Get input on what to score, and how important it is

• Create a sense of shared ownership

• Agree with Sales when a lead is MQL

• Complete an exercise in analysing recent wins to see what the decision makers/influencers did

• Did they click emails?

• Attend events?

• Webinars?

• When did it occur in relation to sales meetings?

#8: Establish discrete pathways for prospects / existing customers

• They are not the same – they deserve different messaging

• Implement as separate lifecycles: lead lifecycle / customer lifecycle

• Metrics will also be different between new business / retention

#9: Data segmentation

• There is no one right answer

• Has to be right for you as a business

• Start small, think big, do it in phases, test iteratively

• E.g. products/geos/demographics/seasonality etc.

• 2*5*12*4=480….BUT DON’T SET THEM ALL UP FROM SCRATCH!

Product-level Lifecycle (example)

Anonymous Known EngagedMarketing

QualifiedSAL Opportunity Won

LostRecycled

early mid late

Nurture Program

What you see in the Program

#10: Track Costs

Simple but not straightforward…..surprising how many don’t do it

• Can’t achieve ROI without it

• It’s habitual, once you start it will get easier

• Use notional values to get started

• Baseline costs help you to clone / re-use etc.

Proving Marketing’s connection to revenue: the pre-requisites

• Enter costs in your program’s Setup tab (can be done/changed later if necessary)

• Ensure that contacts are connected to Opportunities in your CRM system

• Assign Acquisition Programs

• Assign “Success” in all Programs!

Share the Program Performance report!

In Summary

• Org buy-in is key. Without this, you will not succeed.

• Aligning Marketing & Sales needs to happen at the levels of business, technology, process and people.

• Set realistic goals: start small but think big.

• Use ABM judiciously. A named account is a special target.

• The handoff of a lead from Marketing to Sales – this is an ever-moving process that will evolve over time (e.g. scoring, recycling, content).

• Work iteratively. Be patient. Make incremental, but significant changes (email deliverability, re-targeting.

• Prioritize behaviours over demographics.

• Sit down with Sales and review your success reports against goals

• Make marketing automation visible! Subscribe stakeholders to Marketo reports.

Thank you

Nicol BatraEnterprise Account Manager | Marketo EMEA

nbatra@marketo.com