Download - Webinar: The Urgency of Marketing Automation

Manticore Technology Confidential – Copyright 2009. All rights reserved.

The Urgency of Marketing AutomationPresented by Manticore Technology and SiriusDecisions

April 7, 2009

2 04/11/23Manticore Technology – Copyright 2009. All rights reserved.

Today’s Webinar

Agenda The Urgency of Marketing Automation

Jonathan Block | Vice President and Service Director - SiriusDecisions

Leveraging Marketing AutomationChristopher Doran | Vice President, Marketing - Manticore Technology

Q&A

04/11/23 Manticore Technology – Copyright 2009. All rights reserved.

The Urgency of Marketing Automation:Critical Processes


SystematicSystematicSystematicSystematic

RepeatableRepeatableRepeatableRepeatable

PredictablePredictablePredictablePredictable

Field Marketing 1.0…Our Foundation

LeadTaxonomy

LeadTaxonomy

CampaignExecutionCampaignExecution

TargetMarketing

TargetMarketing

HandoffsHandoffs Service-LevelAgreements

Service-LevelAgreements

Lead FlowProcess

Lead FlowProcess

TechnologyTechnology ServicePartnersServicePartners MetricsMetrics

SiriusPerspective: Field marketing 1.0 introduced the concepts of discipline, process and sales/marketing collaboration.

Source: SiriusDecisions

4


Field Marketing 2.0

Better The evolution of current best practices to new standards Evolving technology

New New practices that can now be executed effectively

because of a 2.0 scenario

Adaptable, situational application of 1.0 principles and technology coupled with next-generation best practices

that better facilitate and support buying and sales cycles from cold to close


5


One-size target, campaign, qualify

Loose confederation of platforms and tools

Ad hoc, often not integrated into the mix

Marketing led, mainly program-focused

Core Components: From Field Marketing 1.0 to 2.0

Marketing-led, sales cooperative

Distinct marketing and sales ownership

Adaptable target, campaign, qualify

Platform-based, best-in-class tool augmented

Surgically chosen, applied and woven into the system

Service-level agreement based, funnel-wide

Ownership

Process

Services

Metrics

Technology

Component 1.0 2.0


6


Demand Creation Waterfall

SiriusPerspective: The most effective b-to-b demand creators look at a shared demand waterfall in the context of automating processes.

Inquiries A raw response, or hand-raiser to an outbound marketing program; relatively little is known about the prospect at this point.

Marketing Qualified Leads (MQLs)

A lead – by way of definition and service-level agreement – that is deemed “ready” for a receiving function to work.

Sales Accepted Leads

A lead that has been formally accepted by the receiving function; when this occurs, the receiving function is compelled to work the lead in a give time frame.

Sales Qualified Leads (SQLs) A lead that has evolved into an opportunity, one that is

deemed “pipeline quality” by the organization.

Closed/Won Business An opportunity that has come to fruition.

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MAP Goal: Avoid and Reclaim Wasted Leads

SiriusPerspective: The waterfall helps to determine which processes are worth your time to develop, refine and automate.

Inquiries

Marketing Qualified Leads (MQLs)


Sales Qualified Leads (SQLs)

Closed/Won Business

Qualify 1

The process required to bring an inquiry to a “certified” level, including attributes/scoring levels

Handoff 2

Transition of a lead from one function to another; service-level agreement based

Nurture 3

Three “flavors,” depending on the funnel stage

Recycle 4

For leads that have been disqualified at any funnel stage


8


MAP Goal: Help Accelerate Conversion Rates

SiriusPerspective: Marketing automation is critical to achieving best-in-class conversion rates.


9

Waterfall Conversion Rates

Inquiries

3.9%Marketing

Qualified Leads (MQLs)


Sales Qualified Leads (SQLs)

Closed/Won Business

5.8% 9.7%

AverageStrong Process

Best-in-Class

58.3% 65.6% 74.5%

49.1% 56.4% 60.5%

23.1% 26.9% 30.7%


Demographics

BANT

Activity

• Do you know the demographic profile of your buyers?

• Looks can be deceiving

• What happens when you enter new markets?

• “Habituals”

• Most organizations do not “evolve” their activity

• Takes time and technology to understand the desired arc of activity

• Buyers are liars

• Most of us know what to say to get what we want

• Depending on demand type, could be less relevant (realistic)

Process Deep Dive: Lead Scoring

SiriusPerspective: Used alone, each category has significant weakness; used together they are powerful.


10


It’s hard to build activity into a scoring model when you are only interacting once

The use of a portfolio approach opens the doors to multi-dimensional scoring

The use of BANT combined with a “one and done” approach is particularly troublesome

Key ObservationsKey Observations

Process Deep Dive: The Role of Tactics in Scoring

SiriusPerspective:If activity is so important, why are so many organizations ignoring it in their scoring schematics?

%

%


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The Need for Scoring Automation

For scoring to work, it must be: Systematized Automated Conducted off of a unified prospect database (or

prospect databases that are linked together and regularly reconciled)

The case for wide-scale, technologically enabled scoring can be justified using non-technological means

Campaign tests List cuts New market penetration/testing

SiriusPerspective: Technology is necessary to score across the full range of prospect interactions.


12


Automation Requirements

Solves nothing with the proper inputs and outputs Agreed-upon baseline scoring system Plan and participants for a scoring review team Thresholds for lead transfer Action items/service-level agreements System to recycle “rejected” leads

Attributes and weights based off of human belief; without significant data, they will be imperfect

Many organizations are not set up to run “portfolios” of campaigns

Organized, coordinate online and offline efforts Not yet predictive; this is the “holy grail” of scoring


13


A Marketing Technology Ecosystem

CRM

Reputation Tools

Marketing Resource Management

Business Intelligence

Channel Management

Marketing Automation Platform

Source: SiriusDecisions 14


Marketing Automation Budgets Are Increasing

Source: SiriusDecisions benchmarks

-12%• Local events are decreasing in favor of global programs for leverage.

-17%• Broad-based branding programs are decreasing in favor of targeted product messaging.

- 6%• Decrease reflects changes in messaging due to the economy and tactical message needs.

+ 4%• Field marketing technology, resources and program investments will rise.

+ 6%• New industry messaging and tactical product level focus.

Event Marketing

Advertising

Marcom

Field Marketing

Solution Marketing

SiriusPerspective: The technological “heart” of demand creation – the marketing automation platform – is no longer a luxury.

15


SiriusDecisions Demand Creation Technology Stack


16

Layer One: Marketing Database

Layer Four: Adaptive Marketing


Layer Two: Campaign Management

Layer Three: Lead Management

PredictiveMarketing

Long-TermNurturing

Execution Management

CustomerMarketing

LeadScoring

LeadRouting

PortfolioMarketing

LeadDistribution

InteractiveMarketing Online

Telemarketing/Teleprospecting

WebAnalytics

DataQuality

DataIntegration

ListBuilding

DataAnalysis


Marketing Database Layer

Flag redundant/incorrect data

Detect data patterns/similarities

Segment/profile

Dynamically generate clean, validated lists


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PredictiveMarketing

Long-TermNurturing


CustomerMarketing

LeadScoring

LeadRouting

PortfolioMarketing

LeadDistribution

InteractiveMarketing Online Telemarketing/

TeleprospectingWeb

Analytics

DataQuality

DataIntegration

ListBuilding

DataAnalysis







PredictiveMarketing

Long-TermNurturing


CustomerMarketing

LeadScoring

LeadRouting

PortfolioMarketing

LeadDistribution


TeleprospectingWeb

Analytics

DataQuality

DataIntegration

ListBuilding

DataAnalysis

Campaign Management Layer

Develop, execute and track Web, email and direct mail campaigns

Enable keyword search, search optimization

Analyze/report on Web site visits, navigation

Track Web site conversions

Offer reporting/dashboard capabilities


18


Lead Management Layer

Support multistep “portfolios” of campaigns

Support flexible, rules-driven lead scoring

Route scored leads to a variety of sources

Offer lead pooling

Offer threshold-based alerts


19






PredictiveMarketing

Long-TermNurturing


CustomerMarketing

LeadScoring

LeadRouting

PortfolioMarketing

LeadDistribution


TeleprospectingWeb

Analytics

DataQuality

DataIntegration

ListBuilding

DataAnalysis


SiriusDecisions Demand Creation Technology Stack

Uncover and report on attributes and response patterns of high-quality opportunities

Identify “arcs of activity” that indicate high purchase intent

Capture and nurture leads that are rejected by sales or fall out of its funnel

Enable marketing participation in cross-selling, upselling and customer loyalty

Support the needs of a decentralized marketing organization

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PredictiveMarketing

Long-TermNurturing


CustomerMarketing

LeadScoring

LeadRouting

PortfolioMarketing

LeadDistribution


TeleprospectingWeb

Analytics

DataQuality

DataIntegration

ListBuilding

DataAnalysis


State of Marketing Automation: Technology

: Current state.

Basic/cost-of-entry functionality

Next-generationfunctionality

Marketing Database

Campaign Management Email capabilities are not enough Often enabled through partnership Web analytics is a key differentiator

Lead Management Most vendors can’t aggregate key lead scoring components The ability to score multiple offerings per prospect not yet a reality

Adaptive Marketing Vision of Field Marketing 3.0 Robust lead nurturing is critical for every organization Many vendors can’t support cross/up-sell campaigns

The point of integration with CRM List pulls a core requirement

Advanced solutions include data quality tools


21

SiriusPerspective: The focus for organizations has moved toward lead management in the last 24 months.

22 04/11/23Manticore Technology – Copyright 2009. All rights reserved.Manticore Technology Confidential – Copyright 2009. All rights reserved.

Leveraging Marketing Automation

Christopher DoranVice President, Marketing – Manticore Technology


Key Findings

Investments in Field Marketing and Solution Marketing are up 4% & 6%, respectively. The numbers clearly illustrate why:


10k Lead Model

Average Strong Best in Class

Inquiries 10,000 3.9% 10,000 5.8% 10,000 9.7%

MQL 390 58.3% 580 65.6% 970 74.5%

Sales Accept 227 49.1% 380 56.4% 723 60.5%

SQL 112 23.1% 215 26.9% 437 30.7%

Closed/Won 26 58 134

420% increase in closed business

Companies that implement marketing automation are 1) best positioned to weather the economic storm & 2) capitalize as economy rebounds.


Marketing Automation

Two key components of a marketing automation enable the improvement on conversion rates:

1. Lead Scoring – Enables:a) Qualification through automationb) “Handoff” between groups

2. Lead Nurturing – Enables:a) Automation to move lead from stage to stageb) Recycling of leakage between stages


Lead Scoring

Lead Scoring within Manticore provides the tools to ensure the hand-off between stages and identify “sales-ready” leads

Lead Scoring models contain two components:

Similarity of Lead to Target Market,

BANT+ Behavior lead has

exhibited to indicate likelihood of purchase

“Fit” “Interest”


“Fit” & “Interest”

Fit can include any fields in the lead management aspect of the marketing automation platform – OR – data from your CRM REMEMBER – Lead scores should be based on marketing

and/or sales data Tight integration with CRM is critical

Interest is developed by actions that define a qualified lead as defined by your organization


Best-In-Class: Multi-Model Lead Scoring

One lead scoring model cannot support more than one product Solution: Build Lead Scoring Models for various products in your

portfolio Match inbound leads with their “Fit” with each target market and

their “Interest” in each individual productSix different lead scoring models

match leads with target markets

Create modelto match customers with cross-sell/up-sell opportunities


Lead Nurturing

Lead Nurturing goes beyond campaigns to engage leads in a continuous dialog, thereby moving them through the pipeline

Campaign or Point Solution Approach

Register?

InquirySend

To Sales

End

End

Lead Nurturing

Inquiry:

YesNo

MQL?Score

MQL -Send to sales

handoff

SalesAccept?

Send toInquiryNurture

Send to MQLNurture

SalesEngage

Campaign generates Inquiry

YesNo

YesNo

SendEmail


Configuring a Lead Nurturing Campaign

Use on-going flow of content to engage in

dialog

Periodic lead score checks to remove from nurture as

necessary

Use automation to move to next stage

of funnel


Why Manticore Technology

Proven Leader Founded in 2001, profitable, privately funded

Easy to Install and ConfigureDelivers true value of SAAS with one-hour implementation, incredibly intuitive interface

AffordablePricing starts at $2k/month

Worldwide EcosystemPartners can offer support of configuration, optimization, and lead management.


Next Steps

Visit manticoretechnology.com FREE 30-DAY Trial VIEW Online Demo Download:

23 Questions that Demand GenerationCompanies May NOT Want you to Ask

Analyst Reports Whitepapers Case Studies

[email protected]


Q&A


Contact Information

Christopher DoranVice President, Marketing - Manticore Technologychristopher.doran@manticoretechnology.comwww.manticoretechnology.com

Jonathon BlockVice President and Service Director - [email protected]

Download - Webinar: The Urgency of Marketing Automation

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