Our marketing automation journey (Marketo summit) 2013
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Transcript of Our marketing automation journey (Marketo summit) 2013
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Our ongoing Ansell case study
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Agenda
Ansell
Our problem
The solution journey
Lessons learned & next steps
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A century-old Australian company
11,000 people
$1.3bn in revenue
Global scope
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More than condoms
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Ansell is big in medical and industrial safety
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Riding the resources industry
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Agenda
Ansell
Our problem
The solution journey
Lessons learned & next steps
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The usual marketing challenges
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The inconvenient truth …
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Process, culture & IT issues obscured our view
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Today’s sales funnel is not linear
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Agenda
Ansell
Our problem
The solution journey
Lessons learned & next steps
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Bettter data driving more leads
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TV Print &
radio
Shows &
events
Direct mail
Email Digital Retail Call centre
Supply chain
Sales Product
Communicate image Deliver value
Making promises
Keeping promises
Brand promises + brand actions = brand value
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2) Their
goals 3) Helping them
accomplish
those goals
1) Our
customers,
represented
by personas
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Who are our customer & what are their needs?
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Who are our customers?
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Their
goals Customers,
represented
by personas
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Our customer-focused business requirements
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+
Marketing Data Sales Data
Our marketing & sales platform
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Driving the marketing & sales stages
Touches
Inquiries
Marketing Qualified Leads
Sales Accepted Leads
Sales Qualified Leads
Closed-Won deals
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Enabling our new lead-to-revenue model
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A journey of 24+ months & continuing
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Revenue Cycle Model
Lead scoring
Lead allocation
Lead alerts
Lead nurturing
Outbound campaigns
Testing insights
What have we achieved so far
Lead recycling
Sales alignment
Lead conversion reporting
Dashboards
Data updates
Lost revenue identification
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A customer scenario
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Anonymous searches for “plumbers gloves”
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Clicks on link & visits our plumbers’ page
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Anonymous submits form and becomes “known”
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Will Smith Safety Officer Westco Mines
[email protected] (08) 3234 9809
“Known” is sent a triggered email
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Will Smith Safety Officer Westco Mines
[email protected] (08) 3234 9809
Behavioural and demographic data is scored
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Sales representative clicks on link in alert email
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Sales rep changes status from open to working
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Sales rep logs call & creates follow-up task
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Sales rep converts lead to opportunity
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Alternatively, the lead is recycled or disqualified
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The sales representative selects a reason
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Will Smith Safety Officer Westco Mines
[email protected] (08) 3234 9809
Lead is entered into a recycling campaign
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Contextually-relevant content is a challenge
Safety officers Procurement All “others”
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Relevant? Open & click-through rates tell us
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The numbers from our nurturing waves so far
Delivery rate: 97.7%
Opened: 22.4%
Clicked to links: 26.1%
Unsubscribed: 0.2%
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Making events work
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Our outcome: 182 Sydney Safety Show leads
No Specific
Request
Asked for
Catalogue
Asked to
Contact Us
Asked for
Glove Samples
12
5
23
142
56 meaningful
leads
identified $
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Promoters
Passives
Detractors
One question:
will you
recommend
Ansell?
A brand
sentiment check
So, what does the market think of us?
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Tell us what you think in 30 seconds
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The simple Net Promoter Score email
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7-8
9-10
% Promoters
minus
% Detractors
Likely
Unlikely
0-6
Calculating our Net Promoter Score
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Promoters: 50% Minus Detractors: 12% Equals: 38
Our Net Promoter Score is +38
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+50
In 12 months ….
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A sophisticated, cross-organisation process
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Agenda
Ansell
Our problem
The solution journey
Lessons learned
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Sales & marketing alignment is essential
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Harvest insights, actions & predictions
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Marketing Sales
Develop an inside sales capability
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Hire an unemployed newspaper journo
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Business Technology
Vs
Information Technology
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Positive momentum is critical
External partners (not vendors)
Develop a network of internal allies
Senior management support
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You need all the jigsaw pieces
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People, process & technology
People
Biz Tech
Process
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Fight the F.U.D.
Fear, Uncertainty & Doubt
Relevance Clarity
Anxiety Distraction Urgency
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Embrace lead-to-revenue management
Shift your thinking
from one-time events
and campaigns to
developing business
relationships over
weeks, months, and
years
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Business benefits don’t just leap out of the box
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Start small, learn fast & then go big or go home
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Ask the best question and win the condoms