Six Truths BtoB Marketers Must Accept
to be Successful with Marketing Automation
May 11, 2010
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
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The Marketing Automation Imperative SiriusDecisions: 50% of BtoB will have
marketing automation by 2015 Executive Benchmark Assessment Data:
Executive Benchmark Assessment, Bulldog Solutions and Frost & Sullivan, 2009
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
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Big Gains (Potential) Companies that get lead scoring right have a 192% higher average lead qualification rate than those that do not.
Source: Aberdeen Research
Nurturing (leads) with relevant communication and multiple touches increased conversion to sales ready leads by 375% in the first eight months.
Source: Brian Carroll (InTouch) and Dr. Flint McGlaughlin (Marketing Experiments)
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Truth #1: Marketing Automation ISN’T Easy
“MAP vendors have tended to outdistance the current capabilities of many marketing functions with the deep
functionality offered, meaning that the inability to fill the “marketing skills gap” is one of the greatest threats
to the long-term viability of the MAP space. All the technology in the world will be worthless if users aren’t
able to utilize the MAP in a deep fashion and aren’t properly motivated and supported by the greater
organization that surrounds them.”Source: SiriusDecisions
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Big Challenges
Executive Benchmark Assessment, Bulldog Solutions and Frost & Sullivan, 2009
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
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Executive Benchmark Assessment: eba.bulldogsolutions.com
About Manticore Technology Founded in 2001 Trusted provider of SaaS marketing automation
solutions since 2003 Companies of all sizes around the globe rely on
Manticore to manage and measure their marketing funnel.
Simply powerful marketing automation Developed for marketers Ideal combination of usability and power
It’s about process – not technology for technology sake People Process Technology
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
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Executive Benchmark Assessment: eba.bulldogsolutions.com
Customers Around the Globe
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Bulldog Solutions is a demand acceleration company that changes the way BtoB companies define demand
generation strategy, engage prospects and convert leads to customers. We power demand generation and
demand management programs for many of the best business brands in the world. Industry leaders have recognized our unique process and technologies as
best-in-breed at turning a higher proportion of prospects into sales and improving the
return on marketing investment.
About Bulldog Solutions
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
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Executive Benchmark Assessment: eba.bulldogsolutions.com
Executive Benchmark Assessment
• Why benchmark?• Compare to best practices• Compare to peers
• Just for BtoB• Measures:
• Strategy• Content• Database• Marketing automation Validated by global
research firm Frost & Sullivan
Comparison to high performers
Recommendations based on results
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
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Truth #2: Process Is the Key
Process
TechnologyPeople
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Defining and Building a Process is HARD
How Do You Build a Process?1. Assess where you are at now2. Define stages of marketing funnel3. Benchmark conversion rates4. Identify conversion bottlenecks5. Define lead nurtures6. Execute7. Measure & Compare
“Most organizations we deal with lack a structured marketing process. The fact that we’re automating it literally forces them to think through what the process should look like.”
Leigh Kelson, Managing Director
Pacific Rim Marketing
*DemandGen Report: Lessons from the Trenches 2009*
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Executive Benchmark Assessment: eba.bulldogsolutions.com
What SHOULD be Easy When You Have the Right Process in Place… Identifying the RIGHT technology Using the technology Integration with your CRM Getting support from your vendor
when needed Proving ROI on marketing spend Driving revenue growth
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
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Executive Benchmark Assessment: eba.bulldogsolutions.com
Prepare Your Organization Manage expectations – this takes time/learning
Identify & train a system operator(s)
Establish open communication with your vendor
Start basic - Grow more sophisticated
Document your process
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
14Demand Acceleration Framework
Data
LeadRouting
SalesSupport
AudienceDefinition
LeadQualification
Message Development
Lead Nurturing
AudienceAcquisition
Program Integration
Lead Scoring
Technology
Content
Strategy
AttractConv
ert
Engage
Guides discovery and deployment
Strategic layer maps goals to outcomes to program components
Core data, content and technology are fundamental to program development
Nine practices areas are incremental to program growth and performance
Demand Acceleration Framework
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Inq/MQL MQL/SAL SAL/SQL SQL/Close
Waterfall Conversion Rates
Average Strong Process Best Practice Source: SiriusDecisions
Get It Right, Close 5X Deals
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Executive Benchmark Assessment: eba.bulldogsolutions.com
Awareness
Interest
Evaluation
Commit
Awareness
Interest
Evaluation
Commit
Then Now
MARKETING
SALES
MARKETING
With infinite information, buyers are doing extensive amounts of research before picking up the phone – and it’s ongoing
Truth #3: The Buying Process
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Executive Benchmark Assessment: eba.bulldogsolutions.com
Source: DemandGen Report – Breaking out of the Funnel, survey of 100 B2B Buyers
Influences on the Buyer
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Online Activity Shows Buying Phase
Comparison Review Phrases, 52%
Brand Phrases, 43%
Solution, 18%
Issue Opportunity Phrases, 5%
0%
10%
20%
30%
40%
50%
60%
Awareness Phase Consideration Phase Decision Phase
*Google/TechTarget Research Project: How IT Pros Search Online During the Purchase Process*
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Deliver relevant content to buyers based on where they are at in the buying cycle through lead nurturing
Make content widely available Don’t be afraid to make comparisons to your competition Enable sales – who do they engage? What do they talk
about Sales alerts Website visit tracking Lead scoring
Strategies to Manage Truth #3
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Insight from Marketing Automation
“Brand Phrase” Search Term
Online Demo & Comparison Click Path
Indicates Prospect
is in “Decision Phase”
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Truth #4: Content Is King (and not necessarily a benign dictator)
Executive Benchmark Assessment, Bulldog Solutions and Frost & Sullivan, 2009
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
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Content Requirements Grow
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Support for Multiple Messages
Executive Benchmark Assessment, Bulldog Solutions and Frost & Sullivan, 2009
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
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How Much Content Do You Need?
Gain Permission
Attract prospects into your database
• Registration• Opt-in• Sign-up
Overcome Objections
Provide information to overcome objections
• Learn More• Download• Read More
Support Decisions
Final call-to-action to convert opportunities
• Find out why• Read Testimonials• See our client success
stories
MQL SAL SQL ConvertInquiry CTA CTA CTA CTA
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Content Audit
Persona 1 Persona 2 Persona 3 Persona 4
Mes
sage
Foc
us
Permission
Objection
Validation
Determine availability and volume of content to drive prioritization of new/repurposed content.
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
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Lead Nurturing: The process of building prospect engagement through ongoing value-based ‘dialogue’ with qualified suspects, prospects, and existing clients.
A successful nurturing program: Extends over multiple touchpoints across a
complex sales cycle Offers value in exchange for prospect insight Leverages calls-to-action to drive prospects
towards a clearly defined conversion goal
Truth #5: Think Beyond Quantity
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Benefits of Lead Nurturing Drive greater ROMI Extend the value & life of existing marketing
collateral Drive greater conversion from lead generation
activities Provide greater
integration across existing programs
Strengthen brand
Proper lead nurturing programs can yield anywhere from 15% to 200% in additional, new qualified leads.
Brian Carroll, InTouch, in “Lead Nurturing: Ripening the Right Bananas,” MarketingProfs
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Benefits of Lead Nurturing Revitalize dead opportunities Generate mindshare and maintain contact with
leads throughout the sales cycle Augment data captured through traditional lead
scoring / lead qualification Improve database hygiene,segmentation and size
Companies that engage in best practices, which include lead nurturing, convert 33% more leads than those that do not.
SiriusDecisions Index “Marketing and Sales Waterfall Conversion Rates”
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Executive Benchmark Assessment: eba.bulldogsolutions.com
Building Blocks
Strategy Content Depth Database Strength Marketing Automation
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Executive Benchmark Assessment: eba.bulldogsolutions.com
Truth #6: You Don’t Know What You Don’t Know“The inability to fill the “marketing skills gap” is one of the greatest threats to the long-term viability of the Marketing Automation space. All the technology in the world will be worthless if users aren’t able to utilize it in a deep fashion and aren’t properly supported by the greater organization that surrounds them.”
The State of Marketing Automation: Utilization, SiriusDecisions, 2009
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
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Executive Benchmark Assessment: eba.bulldogsolutions.com
Ability to define and automate a marketing business process Ability to manage and negotiate with players (sales &
marketing) Industry-specific content writing and management Technical expertise necessary to manage your marketing automation platform
Not all marketing automation platforms require the same level of expertise. Consider your available skill sets when choosing a platform.
Necessary Skillsets
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Multiple ways to achieve the same outcome1) Train Your Current Team in the Areas Needed
Initial training – Does it cost extra or it is included? Ongoing training – Is it available? How is it delivered?
2) Hire an Agency to Train Your Team and/or Manage the platform
3) Hire New Team Members to Fill In Your Skills Gaps
Marketing Automation Platforms Aren’t Plug & Play People support technology and process: There’s no way
around it.
Finding the Right Skillsets
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Executive Benchmark Assessment: eba.bulldogsolutions.com
Summary: Rules of the Road
“Ease of Use” in a Marketing Automation Platform EASY.
Building and Executing a Business Process Is Key to Your Success.
Use Your Marketing Automation Platform to Drive Behavior-Based Engagements.
Content Is Your Fuel. You Need it to Reach Your Destination.
Marketing Automation Enables You to Shift Your Focus from Quantity to Quality.
People Run the Technology.
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
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Executive Benchmark Assessment: eba.bulldogsolutions.com
Executive Benchmark Assessment
• Why benchmark?• Compare to best practices• Compare to peers
• Just for BtoB• Measures:
• Strategy• Content• Database• Marketing automation Validated by global
research firm Frost & Sullivan
Comparison to high performers
Recommendations based on results
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