Marketing Automation - BtoB Magazine

© 2013 B2B Fusion Group / Proprietary & Confidential

DatePrepared for


June 2013

Jon Russo, Founder

B2B Fusion Group

Generate. Optimize. Close.

Marketing Automation – areas that are overlooked


A Our data is incomplete, inaccurate, or missing the right ongoing hygiene processes

B Our sales and marketing lead definitions are not agreed upon or consistently used in automation

C Our existing marketing automation deployment is vastly underutilized

D We don’t know how to prove marketing ROI

E None of these – we have other issues

What is your single biggest challenge of pulling of a successful marketing automation deployment?

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B2B Fusion: Providing the ‘HOW’ in Marketing ROI

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CMO - Marketing

What is the ROI of our Marketing Investments?

How do we produce more sales ready leads?

CSO –

SalesHow can we maximize sales rep selling time?

How can we minimize sales rep distractions via

our CRM data processes?

How do we track, trend, and improve our performance as a combined sales & marketing revenue machine?


• Data and its business impact:• High quality data correlates to 39% more closes & 66% more revenue• 25% of a field sales rep’s selling TIME is wasted with incorrect data

• How the selling environment has changed:• For every 650 leads, 1 deal is closed in 19 months • 43% of B2B companies indicate that sales cycles have lengthened over

the past three years

The Situation

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Gartner 2013, IDC 2013, Alinean 2013, Discover.org 2013, Data.com


Data hygiene processes: Not Sexy yet critical

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Nurture

Fuzzy Sales & Marketing Definitions = Fuzzy ROI

Define your lead lifecycle within your systems and with your sales and marketing teams

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Inquiries MQL LGQL SQLCustomer

s

Prospect & Recycled(Marketing Qualified Lead)

Sales Accepted Lead

Sales QualifiedOpportunity

SALESMARKETING

All Names

Lead GenQual. Lead

SAL

LEADGEN

INSIDESALES


43% of Business IT investments not living to full potential

85% of companies that have purchased marketing automation not living up to full potential

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Description XYZ TodayAnnualized

Estimated USD Cost

People 33 Sales People $3,300,000

2 Inside Sales People 200,000

9 Marketing People 900,000

Programs Marketing Programs 900,000

Technology CRM: 132 Enterprise Licenses 198,000

Marketing Automation Enterprise License: 30k records 36,000

10 data source License: $.42/record 15,000

Annual Total $5,549,000

Gartner 2013, SiriusDecisions 2013

...Accelerate progress by augmenting skills


Marketing ROI – Harder than it looks, yet doable

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• Invest time in (unsexy) data processes

• Define lead stages with sales & marketing and then your systems

• Accelerate your own learnings to avoid the 85% underutilization syndrome

• Anticipate Marketing ROI as a journey, not destination

Key TakeAways

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Contact Information

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Jon Russo

[email protected]

@b2bcmo

http://www.b2bfusiongroup.com/

mailto:[email protected]


Our Customers

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Referenced by Forrester Research: 2011, 2012, & 2013

Best B2B Best Practices,KPIs, and Buyers Journey

Referenced in Forbes 2012

Marketing Automation - BtoB Magazine

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