Marketing Automation Concepts: On Building the Ideal SaaS Marketing Machine

Steps TowardsBuilding the Ideal SaaS

Marketing MachineIdan Carmeli Mike Telem

June 12th, 2012

In 2012, your buyers come from many places

The Ideal SaaS Marketing Machine 2

3The Ideal SaaS Marketing Machine

Your Funnel, In Theory

Inbound Marketing

Marketing Automation

Sales Force Automation


Your Funnel, In Practice

Anonymous Visitors


Your Funnel: Common Pain Points

Low traffic, low quality leads

Good traffic, low quality leads

Good traffic, good leads, low conversion* rates

Good traffic, good leads, good conversion, not sales ready

* Conversion = visitor gives you their detailsor signs up to for trial

Digital marketers spend $92 driving traffic to website for every $1 spent to optimize it

Source:Adobe Digital MarketingOptimization Survery, 2012


Anonymous Visitors

73% of B2B leads are not sales-ready when they first come in.

Source:MarketingSherpaBenchmark Report 2011


The Case for Better B2B Lead Management

• The B2B Buyer has changed: need to pro-actively engage around educational topics

• Leads need to be nurtured until they are sales-ready

• There is an opportunity to turn marketing into a revenue driver rather than a cost center

• Lead management provides a dramatic ROI: many benefits, low risk, modest investment

8

“Nurtured leads produce, on average, a 20 percent increase in sales opportunities versus leads that are not nurtured.”

The Ideal SaaS Marketing Machine


USE a SMART MIX of

MARKETING AUTOMATION TACTICS TO MANAGE LEADS

in the REVENUE CYCLE


the bad news: a long way separates a filled out form and a closed deal

The good news: trial signup forms are awesome list builders!


Five leads sign up / leave detailsOne leaves a fake address

(junk)

One changes her mind(unsubscribers)One ignores all communications

(dormants)

Let’s say 100 visitors come to your website

Don’t give up on anyone! Assign leads to sales appropriately and place the rest in marketing nurture paths

triggered emails have96% higher open rates and 125% higher click rates than “business as usual” (BAU) messagesSource: Epsilon and the DMA’s Email Experience Council

Maximize the attention potential of your trial welcome email

Goal: Convert More Visitors Leads Into Trial UsersCustomers

• Lead Nurturing, Lead Scoring, Lead Routing and Lead Monitoring close the gap in the middle of the funnel

• Improve the dynamics of your revenue cycle to convert more potential customers into customers

Current marketing focus Current sales focusThe B2B leadDevelopment gap

Issue 1: Marketing hands offLeads too early. Unqualified

Leads waste sales’ time.

Issue 2: Sales cherry picks leads, lettinglonger-time-frame leads leak out.Issue 3: Marketing spends

More to recapture lost leads.

Reach Interest Desire Convert Enrich Retain

Warm leads leak out

Lead Management Closes the Gap in The Middle of the Funnel

Source: October 2006, Best Practices “Improving B2B Lead Management”


Potential prospects fail to get into the funnel


USE REAL-TIME

INBOUND MARKETINGTACTICS to INCREASE

VOLUME and QUALITY ofLEADS in the CYCLE

B2B Lead Quality Starts Even Before Leads Come In

Marketers need a new inbound marketing playbook:

Outbound - General

Mass marketing/spamming

Paid Media

Conventions

Email blast campaigns

Inbound - Targeted

Micro-segmentation

Earned Media

Social media, blogs, tweets

Adaptive channels

Sales teams should shift gears

Blind cold calls

Outbound emails

Lead Generation

Intelligence-based interactions

Real-time auto-engagements

Contextual lead qualification


• Incoming prospects

– Have a challenge, a problem to solve

– Want information or knowledge

– Actively seek a solution

– Are proactive and in control

• During inbound interactions, customers are most tuned-

in to your messages and offers and are typically most

responsive

Your Inbound Prospects


• Cost per inbound lead is 61% lower then outbound

• Inbound leads close-rate is 5-8 times higher then outbound

• Focus on relevant incoming prospects - You paid a lot to get them!

• Analyze who’s HOT and who’s not and focus on prospects that show interest

and potential

Inbound Marketing concepts


1. Make sure they find you

2. Segment them based on digital body language, sector, organization

3. Maximize the ROI on Marketing content by adapting your message to

their intent and potential

4. Educate, nurture and engage to generate more qualified leads.

Inbound Marketing concepts


Are You Engaging Your TOFU?

Geo/Org

Your Top-Funnel online prospects are actively looking for a solution...

Capturing your inbound prospect’s intent and potential and auto-engaging

them in real-time will boost your conversion rates and generate more

qualified leads.


Real-time Inbound Marketing

White papers, Case

Studies, Webinars, Offers, PR’s

…

Deliver the right message to the right

person at the right time

Your Top-Funnel Prospects


• B2B Hitech vendor• Inbound Segmentation Ratio: 18%• Actual Conversions on segmented prospects

– Average (6M): 10% (average CTR on web estimated at ~0.2%, Google claims ~2% in ppc

ads)

– Top performing: 45%

23

0.2%2.0% 2%

10% 10%

45%

AI Compared to Web AI compared to PPC Top performing segment (6m)

Sample Use Case : MAX Content ROI, Nurturing


Real-Time Inbound Marketing

Accelerate Customer Acquisition

• Max ROI on existing marketing assets

• Extend your marketing automation reach by 50X

• Engage top funnel anonymous prospects

• Generate more Qualified leads



Your Funnel: System Domains View

Inbound Marketing Domain

Marketing Automation Domain

Sales Force Automation Domain


Thank You!

Idan Carmeli Mike Telem

June 12th, 2012

[email protected] [email protected]

Marketing Automation Concepts: On Building the Ideal SaaS Marketing Machine

Technology

Transcript of Marketing Automation Concepts: On Building the Ideal SaaS Marketing Machine