WHAT IS

AUTOMATION?MARKETING

Marketing Automation helps you:•generate more sales leads, •make more sales and •earn more money.

Marketing Automation helps you:•generate more sales leads, •make more sales and •earn more money.

3

• Marketing Automation systems are web-based applications.

• They help you generate more sales leads.

• They help you generate better quality leads.

• They automate the follow-up with those leads to convert more of them to “sales ready” leads.

• They coordinate web marketing activities like email marketing, online ads and online registrations.

• They help you analyze which marketing inputs produce the best outputs – sales leads and sales.

• Marketing Automation systems are web-based applications.

• They help you generate more sales leads.

• They help you generate better quality leads.

• They automate the follow-up with those leads to convert more of them to “sales ready” leads.

• They coordinate web marketing activities like email marketing, online ads and online registrations.

• They help you analyze which marketing inputs produce the best outputs – sales leads and sales.

Why Do You Need Marketing Automation?

• Lead Generation tends to be inconsistent – not standardized or automated.

• Can identify contacts but these don’t convert to opportunities

• Process frequently ignores buyer behaviour – buyers now do a lot /most of their research online

The Problem

Ad hoc lead generation - not repeatable11

22 Ad hoc lead management - inconsistent

33 Too many manual steps – not scalable

6

• Online lead generation is not systematically managed.• Marketing teams generate a limited number of leads from one or

two sources such as tradeshows.• Marketing teams pass every contact they generate to Sales without

sorting out the good from the bad.• Sales teams believe the leads they get from their Marketing units

are low quality and so do not follow them up effectively.• Some leads are not followed up within a reasonable time frame, or

at all.• Marketing can’t see what happens to the leads they pass to Sales.• Marketing can’t compare the quality of leads generated from two

different sources because they can’t track their progress in sales.• Marketing teams are not sure which activities generate ‘good’ sales

leads.• Marketing aren’t sure which elements of promotional spend

produce the best sales results.

The problem

Typical problems with Lead Generation today

The ProblemThe Problem

7

2

3

4

5

1

47%

Source: DemandBase and Focus.com, 2011

Lead Generation is Moving Online

4 of the top 5 lead sources are online

8

Email MarketingEmail Marketing

Digital Marketing Is Too Complex

•Specialist skills required•Multiple tools for SEO, ads, social ...

9

Tools Not Designed For B2B Tech Marketing

•Tools not designed for typical sales or marketing staff•Complex systems that require specific skills•Have to use multiple tools to obtain benefit

A Repeatable Customer Acquisition Process

Our Goal

Predictable11

22 Scalable

33 Automatable

What Does Marketing Automation Do?

Generate Web

Traffic

Capture Leads

“Nurture” those Leads

Handover Sales-Ready leads

“Closed Loop”

Reporting

The problemThe ProblemWhat Does Marketing Automation Do?

The problemThe ProblemWhat Does Marketing Automation Do?

Generate Web

Traffic

Capture Leads

“Nurture” those Leads

Handover Sales-Ready leads

“Closed Loop”

Reporting

The problemThe ProblemWhat Does Marketing Automation Do?

Source: Forrester Research “The State of Lead to Revenue Management” July 2012

100%Awareness

35%Lead Capture

32%Lead Nurturing

26%Handoff to

Sales

22% € $ £Revenue

Automate each step from initial capture through to handover to salesAutomate each step from initial capture through to handover to sales

The problemThe ProblemWhat Does Marketing Automation Do?

Marketing AutomationMarketing Automation

Marketing Automation systems typically manage these activitiesMarketing Automation systems typically manage these activities

Lead scoringLead scoring Email marketingEmail marketing

Landing pagesLanding pagesLead generationLead generation

Search Engine Optimization toolsSearch Engine Optimization toolsLead NurturingLead Nurturing

CRM IntegrationCRM Integration Analytics & “Closed Loop” reportingAnalytics & “Closed Loop” reporting

What Are The Benefits?

The Benefits

17

Increased Lead Generation

Generate more leads from increased automated lead capture.

Better Quality Leads Marketing apply consistent criteria to ensure only sales-ready leads are passed to sales.

Increased Revenue More leads and better quality leads convert to more sales and increased revenue.

Increased Automation More efficient use of marketing and sales time through automation, leading to reduced cost per lead.

“Closed Loop” reporting - accurate insight

Understand which marketing inputs results in sales. Analytics leading to better decision making for marketing spend.

The Benefits

18

There’s a clear business case

Industry Research++

136%

136%

80%

80%

20% - 30%

Sources: Forrester, Gartner, MarketingSherpa, CSO Insights

136% increase in Gross Profit - CSO Insights

Convert an additional 20% to 30% of Leads

Reduce lead cost by up to 80%

How Does CRM Relate To Marketing Automation?

Marketing Automation

Customer Relationship Management

Customer Life Stage

Acquire Maintain / grow

Retain / recapture

Users

Marketing

Sales

Support

Source: David Raab, http://customerexperiencematrix.blogspot.com

The Benefits

What Are The Key Features of a Marketing Automation System?

Key Marketing Automation Features

22

Lead Capture Forms Ability to create registration forms or capturing website visitor registration details.

Landing page design and host

Drag and drop page design, hosting of the resulting landing pages for visitor lead capture.

Lead profiling Capture profile information including location, source of visitor, keyword search terms, social media profiles.

Lead scoring rules Automated rules to apply a numeric score to a lead based on its profile and behaviour.

Lead grading/Persona matching

Allow manual grading of lead’s match to targeted “personas”.

Lead routing/allocation Automated rules to route lead for automated or manual follow-up.

Notifications Notify sales or marketing personnel when prospects take a specific action.

Lead Nurturing Automatically send a sequence of email messages to a lead based on pre-defined rules. These rules can related to its score, profile, location, company or other parameters.

Lead Behaviour Score Automatically add or subtract points from a lead score based on behaviour such as additional website visits, downloads, email opens, inactivity etc.

Core Features

Key Marketing Automation Features

23

Nurture emails Create a pre-defined sequence of emails to be used for follow-up ‘nurture tracks’.

Email campaigns to multiple recipients

Send email campaigns to multiple recipients.

Email design Design user-friendly HTML marketing emails.

Auto-responder emails Trigger automated emails when a user takes an action.

Landing page design Design user-friendly HTML landing pages in a drag and drop editor.

Customizable form fields Create new form fields.

Progressive profiling Progressively acquire additional information from clients on repeat interactions via landing pages, web pages or emails.

Email

Key Marketing Automation Features

24

CRM connector Integration connectors to main CRM systems.

Route leads to CRM account

Assign leads, have them posted to sales team’s CRM accounts.

Retrieve CRM opportunity data

Retrieve opportunity status and revenue data for leads from CRM system and match to marketing lead generation costs.

Custom CRM fields Create custom fields in the CRM system and match them to fields in the Marketing Automation system.

CRM Integration

Key Marketing Automation Features

25

Web visitor tracking Tracking of visitor numbers, sources, search terms, location, frequency etc.

Lead reporting Reports on number and quality of leads, cost per lead.

Channel analysis Analysis of quality of lead, cost per lead, per channel e.g. email, SEO, pay-per-click, social.

Revenue impact Analysis of which leads converted to revenue, from which sources and at what cost.

Anonymous visitor tracking

Tracking of visitors before they register on a landing page or form.

Reporting and Analytics

Key Marketing Automation Features

26

Manual update Ability to manually edit a lead record to update address or contact data, add notes.

Social media data Integrate to LinkedIn, Twitter and other social networks to pull up profile data on the lead and append it to the record.

Data append Integrate with 3rd party data appending services to enrich lead detail records.

List management Manage and segment lists of leads based on industry, geography, role and other parameters.

Contact Management

Key Marketing Automation Features

27

Search source data Record the source data including keyword terms against lead records.

Keyword configuration analysis

Analyse client website page settings.

Keyword opportunity analysis

Identify high volume keyword opportunities.

Keyword ranking information

Identify current ranking against selected keywords.

Search Engine Optimization

What Are The Goals For a Marketing Automation Project?

29

Marketing Automation

1. Generate more leads

2. Generate better quality leads (i.e. generate more 'hot' leads and less 'cold' ones).

3. Ensure we respond to all leads (i.e. that none of them go un-contacted).

4. Make sure this response happens faster than at present (e.g. minutes or hours rather than days).

5. Ensure we respond to all leads consistently.

6. Ensure this response is based on information we have about the lead, rather than based on a given sales person's current location, their workload or their access to the CRM system or other circumstantial drivers.

7. Ensure that our longer-term response (lead nurturing) is effective at driving engagement with leads – that our actions increase engagement, not decrease it.

8. Record sufficient information about how we manage leads so that we can analyze our activities and draw accurate conclusions about how to improve our approach.

The Goals of Marketing AutomationGoals For Marketing Automation

How Do You Implement Marketing Automation?

Where Do You Start?

Who to target – Ideal Customer Profile (Personas)

What is a Lead? – Define with your Sales team

11

22

What Are We Selling – review your Value Proposition 33

Prep

arati

onEx

ecuti

on

Inbound Tactics Outbound Tactics4a4a

Process Automation with Motarme System55

CaptureCapture ProfileProfile ScoreScore NurtureNurture SalesReady

SalesReady

4b4b

“ We have seen for ourselves how a solid strategy has helped to drive traffic to our

site and generate sales leads.”

“ We have seen for ourselves how a solid strategy has helped to drive traffic to our

site and generate sales leads.”

Caolan BushellBusiness Development ManagerMergon Group

Caolan BushellBusiness Development ManagerMergon Group

Barry RooneyChief Operations OfficerSiemens ITSS

Barry RooneyChief Operations OfficerSiemens ITSS

“Motarme delivered real, measurable results in a short

timeframe – sales and contacts from our target audience at Tier 1

companies.”

“Motarme delivered real, measurable results in a short

timeframe – sales and contacts from our target audience at Tier 1

companies.”

Joe LynchGeneral ManagerIMEC Technologies

Joe LynchGeneral ManagerIMEC Technologies

“Generating leads online is now a central part of our sales strategy.”

“Generating leads online is now a central part of our sales strategy.”

About Us

What We Do – B2B Technology Marketing

Motarme helps business-to-business (B2B) technology companies generate leads online and convert those leads to sales. We provide marketing automation, website design, digital marketing and PR services.

•Lead Generation Consultancy

•Marketing Automation

•Web Marketing and Web Design

Thank YouMotarme Marketing Automation

T: +353 1 969 5029M: +353 86 383 8981W: www.motarme.com

Twitter: @motarme