How to Maximize Marketing ROI by Implementing Multichannel Campaigns

Marketing Professionals

Jennifer Pockell-Wilson: PolycomAna Bardelas: Celsis InternationalAndrea Wildt: Marketing Automation ExpertDavid Lewis: DemandGenLarissa DeCarlo: Marketing Operations Works

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Marketing ROI is a Journey

Agenda

1. Marketing automation case studies:

2. Q&A with our panel of marketing automation experts

Our Speakers

Speaker Company

Ana Bardelas Celsis International

Jen Pockell-Wilson Polycom

Andrea Wildt CRM and marketing automation expert

David Lewis DemandGen

Larissa DeCarlo Marketing Operations WorksMOCCA: Marketing Operations Cross-Company Alliance

Ana Bardelas

Celsis International Ltd

Andrea Wildt

CRM & Marketing Consultant

Celsis International At-a-Glance

Location Chicago

Company size >250 Worldwide

Industry Life science products and laboratory services

Marketing team staff 5.5 employees

Key marketing channels 3rd party lead generationDirect marketing – email and direct mailSearch marketing (SEO & SEM)Trade shows & eventsAdvertising – online and offline

# Campaigns/Qtr 10

Marketing systems Salesforce: CRM, Marketing, ContentLyris HQ: Email marketing, web analytics, web content, search marketing

Celsis: Before

1. Several salesforce.com SysAdmins over the years

2. Data quality issues

3. Not a standardized hand-off process with Sales– Leads not converted correctly by Sales organization

4. Not all campaign tactics tracked in Salesforce– Yes 3rd party online programs, tradeshows

– No Inbound from website landing pages, paid search

5. Provide exec-level KPIs on dashboards

Celsis After: 4 steps to Marketing Metrics

Campaignset-up

Unique campaign

Track against other

tactics

Response capture

Web forms

External lists

Handoff to Sales

Convert Lead to Oppty

Create Oppty from

Contact

Report on success

Qualified Leads

Pipeline

Closed Business

Celsis After: Campaign Set Up

Celsis After: Response Capture

Lists: Tradeshows, Events, 3rd Party lead Gen

Web Content: Web-to-Lead Forms

Setting Up Web-to-Lead

<input type=hidden name="Campaign_ID" value="70180000000XXXX" />

Handling Inbound Responses

Duplicate Records

Easy To Understand Lead Status Values

Consistent Criteria For Conversion

Standard Opportunity Creation Process– Creating Opportunities from Contacts or Leads ensures

campaign association and contact role association

New Marketing KPIs

Ready for Marketing Automation?

Compelling Reasons

Cannot meet growing demands

Right message, right time, right

channel

Demand generation pipeline

Marketing performance and

MROI

Considerations

On-demand solution (SaaS) or

on-premise

Cost: $10,000 to $1,000,000 per

year

Integrations with other systems

Staffing (Internal, Outsourced)

Jen Pockell-Wilson

Polycom

Polycom At-a-Glance

Location Worldwide HQ Pleasanton, California

Company size $1.2 Billion

Industry Telepresence, video and voice communications

Marketing team staff ~200

Key marketing channels Enterprise/SMB/Service Providers

# Campaigns/Qtr ~350

Marketing budget 4.9% Revenue in 2010

Marketing systems Salesforce CRMEloqua marketing automationWeb analyticsOther…

What Percentage of Polycom’s Business Do Conference Phones Represent?

A. Less than 20%

B. 20+% - 50%

C. More than 50%

Polycom: Before

Marketing viewed as an expense,

not an investment

Lack of clarity in Roles &

Responsibilities

Gaps in resource model

No common metrics or

measurement

Plus, normal challenges

associated with $1B growth

company

Polycom: After

People– Roles and Responsibilities

– Introducing Global Marketing Operations

Process– Define Common Process – Demand Waterfall

– Speak the same language

– Introducing Global Programs – 60/40 rule

– Magic Matrix – Full Transparency

Systems – Implementation & Continuous Development

with Eloqua

– Salesforce integration – Global Reporting

– Data Quality

Polycom: After2010 Marketing Dashboard

Demand Generation Programs Demand Generation Programs

Awareness & Thought LeadershipAwareness & Thought Leadership

Volume   Min. of X articles/qtr

Favorability   No more than X% unfavorable

Prominence & Impact   X% include Polycom in headline

Speaker Placements   X+ placements in 2010

Q4 09 Q1 10 Q2 10 Q3 10 Q4 10Q4 09 Q1 10 Q2 10 Q3 10 Q4 10

Marketing Responses   Drive X marketing responses by quarter

Pipeline Conversion   Convert X%+ responses to Pipeline by quarter

Solution-Oriented Sales ToolsSolution-Oriented Sales Tools

  Increase in adoption/downloads by X%

Partner Programs Partner Programs

Marketing Plans   Top X% to have plans reviewed quarterly

Coop Efficiency   X% of Coop allocated to Global Programs

Web MetricsWeb Metrics

Polycom.com   Search engine referrals increase by X%

    Registration/response increase by X%

PRC   Increase in frequency of partner visits by X%

Planet   Increase in employee click thrus by X%

SRC/SERC Increase in downloads by X%

Polycom: AfterDemand Generation

10,547 3,76135,833 12,705 883

Conversion of Pipeline to

Opportunities toXX% from XX%

Closed Business

$XX.XM

Responses Impacted by Marketing

XX,XXX

Sales AcceptedLeads (SALs)

XX,XXX

Opportunities

$XX.XXX,XXX

Marketing QualifiedLeads (MQLs)

XX,XXX

Polycom: AfterSalesforce.com Lead Metrics Table & Reports

Combines

Campaign, Lead,

Opportunity

Can be sliced and

diced in many

different ways

Global or local

David Lewis

DemandGen

Marketing Automation Components

Marketing Measurement• Asset Performance• Campaign Performance• Revenue Contribution• Site Utilization

Lead Management• Demand Funnel• Lead Scoring• Lead Nurturing

Campaign Management• Emails• Landing Pages• Forms• Microsites

Contact Management• Prospect Database• Lead Database• Client Database• Suscription Management

The Whole is Greater Than the Sum

Marketing Automation

Updates sent to Sales

Updates sent to Marketing

Email Design

Lead NurturingCRM/Salesforce

Lead Management

Contact Management

Account Management

Opportunity Management

Pipeline Management

Landing Pages & Forms

Event & Survey Campaigns

List Management

Lead Scoring

Web Analytics

Campaign Planning

Subscription Management

Customer Service

Contract Tracking

Partner Management

Leveraging Lead Scoring

Qualification

Level

InterestLevel

Lead

Rating

A

BBC

Lead Scoring = Sales’ Priority List

Everything is Not a Lead

$$InquiryMarketing Qualified

Lead (MQL)

Sales Accepted

Lead (SAL)Suspect

Sales Qualified

Lead (SQL)

Educate PurchaseInterest JustifyAwareness

Marketing measures prospect interest

Nurture and Score to get lead sales

ready

Sales accepts

ownership

Sales qualifies

BANT criteria

Sales closes revenue

opportunity.

Establish a Shared Taxonomy Between Sales and Marketing

Makeover your Sales & Marketing Process with Marketing Automation and a Demand Funnel

Nurturing Leads Through The Buying Cycle

Update Salesforce Goal: Sales Alignment- Lead Score- Funnel Status

Lead Nurture (Goal: Educate)Inquiry Nurture (Goal: Qualify)

Words of Wisdom for The Journey

It’s not if you should, it’s when you should

Pick a system that works for people you respect

Establish process before rolling out to marketing

Create a task force to align sales and marketing

Establish your demand funnel and taxonomy

Implement lead scoring and nurturing to maximize ROI

Say goodbye to batch and blast, think programs

Learn how to show marketing’s contribution to revenue

The Marketing Automation Landscape

Questions?Ana Bardelas: Celsis InternationalJennifer Pockell-Wilson: Polycom

Andrea Wildt: CRM & Marketing expertDavid Lewis: DemandGen

Larissa DeCarlo: Marketing Operations Works

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