Marketing Automation: A Process Perspective

© 2011 Green Hat. All Rights Reserved.

Andrew Haussegger, Green Hat June 2011

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What I’ll be talking about ...

Green Hat (short intro) The B2B marketing landscape (and associated challenges) How can automation help? The Six 3C3P Process Steps for best-practice automation Lessons from the trenches

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A Short Intro to Green Hat

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The Landscape

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What do CEOs think of marketers?

Source: 2011 Global Marketing Effectiveness Program Fournase Group UK (June-11)

77%little linkage to

revenue & sales

74%too much

focus on trends

67%too ‘arty’, not business-like

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What is Marketing Automation?

Process and technology that help generate and nurture leads, grow

customer loyalty, synchronise with the buyer’s journey and optimise

alignment between marketing, sales and revenue.

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Forrester: ‘B2B Marketers must better prepare for marketing automation’

Source: Forrester - B2B Marketers Must Better Prepare For Marketing Automation Report (Apr 2011)

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Forrester: ‘B2B Marketers must better prepare for marketing automation’

Source: Forrester - B2B Marketers Must Better Prepare For Marketing Automation Report (Apr 2011)

frustrate the sales team

messages dont’ resonate

marketing to wrong people, wrong time

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Are B2B marketers equipped to achieve their 2011 key marketing objectives?

Source: Green Hat/ADMA/AMI B2B Marketing Outlook Report (Feb 2011)

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How can automating marketing help?

> Move from mass to 1-to-1 marketing> Tracking the ‘Splinternet’ (digital age)> Right time, right message, right person> Systematic nurturing to MQL

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What about the buying stages of customer’s lifecycle ...

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http://www.flickr.com/photos/calwalker/4628

Plan your approach before executing your

moves.

Contacts

Content

Platform

Process

Flow

Perform

ance

Comm’ns

3C3P Framework for Marketing Automation Process

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Step 1. ContactsUnderstand the B2B buyer & the buyer’s journey

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Profile: IT Manager (Government) - example

My Information Needs• I’m usually ready for a chat• A view of the future: business trends, innovations,

meaningful ‘new things’• Professional development• Vendor product material/technical details• SLAs, commitment, reporting• Integration/automation (eg between helpdesks and

consumables, alerts)• Open to outsourcing – reducing TCO• Ideas for increasing productivity (users & ICT team)• Help with developing a business case for IT investment• Possibly, sustainability and Green ICT

Challenges in Communicating with Me• I network with other government IT Managers, so get to

hear of any service issues (herd animal)• I may be influenced by prior vendor relationships• Can’t talk/hear from you during tender processes

My KPIs• Become more strategic/business focussed than technical• Service delivery to users/public/greater good• Making good decisions – technical/business

My Environment & Responsibilities• One of 1-5 reporting to the CIO or Assistant Secretary• Old building, bureaucratic environment• I’m generally unpopular because I can’t always deliver

what users want • Community spirited – want to contribute to greater good

My Challenges• Under pressure to deliver services/functionality to users• Working within strict budget cycles• Reducing IT operational costs• Delivering return on IT capital investment• Reliable IT infrastructure/service delivery

Who am I?40+, from a technical background, probably risen through the government ranks, career bureaucrat

Buyer's Journey: IT Manager (Government)

Decision to Act

Approved Project

Review Options

Research possible solutions. Approach approved suppliers for proposals

Make Recommendations

Participate in prescribed procurement process

Facilitate Purchase

Arrange and source purchase if required

Internal Feedback

Receive Positive internal feedback on implementation

Internal Feedback

Receive Negative internal feedback on implementation

Awareness Consideration Decision Implementation

LIK

ED

ISLI

KE

TIME

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Step 2. Communications> nurture themes> thought leadership & solution

streams> email + phone + social> call-to-action offers

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Interlocking nurture streams to give the customer what they need when they need it ...

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Step 3. Content Mapping> right asset, right time> your’s or other’s assets?> find the optimal media mix

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Content Mapping - relevant assets required for different stages

Buyer Role

Growing Problem Awareness &

Desire

Exploring Solutions

Justifying the Decision

Financial management (CFO, Financial Controller…)

Strategic management (CEO, MD, Business Owner …)

Technology management (CIO, IT Manager …)

Line-of-Business management (HR, Marketing, Supply Chain…)

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What is content layering?1. Free to public2. Identified strangers3. Profiled audience

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Cust

omer

s

Aware-ness

Tier 2

Sale

s qu

alifi

catio

n

On

goin

g pr

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on

info

rmati

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Tier 3

Self

Asse

ssm

ent T

ool

Tier 4 Tier 1

DRW Print

Country Profiles (web)

International Business Index

Alliance workshops Deal workshops

Finance toolworkshops

Finance Assessment Index

Chart Pack(web)

Wel

com

e –

self

sign

up p

roce

ss

Trade Missions

Ally / sponsor events

Other ATL

Content marketing for multiple sub-segments (client example)

Awareness (GFC issues)

Awareness (finance sol’ns)

Identify NeedKey

Briefings/Events

Nurture Assets 2

Global update Subscription

Country alerts

Australian updates subscriptions

Nurture Assets 1 MTV

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Content Marketing Best-Practice Tips Recycle and re-purpose Setup an editorial calendar & plan content a quarter ahead

Content-on-the-fly ! Use third party content in the problem awareness stage where possible Build content for video and smart-phone consumption

Build profiles for your thought-leaders (social, conferences)

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Step 4. Process flow and rule-set considerations

Process ‘Levers’ Issues

Cadence How often do you email/call? When?

Progressive Profiling Should you profile explicitly and/or behaviourally?

Lead Scoring What should you lead-score ? CRM record, web activity, profiling responses, campaign response? Should you score at all?

Lead Routing Should leads be routed immediately to sales, marketing or tele-marketing?

Humanising the ‘Touch’ Should emails come from the company or individuals?

Tele-Nurturing Who do you call? Responders, non-responders?

Database hygiene How will you keep your contact data fresh?

Tracking What should you track?

Step 5: Performance: KPIs, Metrics> Define KPI/metrics with stakeholders> Define targets against benchmarks> Define conversion rates b/w stages> Define revenue outcome and ROMI> Reportability ?

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Step 6. Marketing Automation Platform Selection

> Automating chaos results in chaos> Prototype to test & optimise> Cloud vs On-Premise options> CRM integration> Register for comparison report @

www.green-hat.com.au

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The Marketing Automation (MA) systems landscape

> CRM sales force automation focus> 100+ MA software providers > confusing marketplace> growing VC funding (online & cloud)

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Can we use our CRM for marketing automation?

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Lessons from the trenches

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Case Study: IBM Nurture Marketing Program (March 11)

Green Hat has been assisting IBM Australia with many lead nurture programs for over four years

Longest program (targeting IT mgt/solution architects) continues to deliver to the best results

Lead-to-Win results across five lead nurture programs deliver over double the conversion rate than non-nurtured contacts (per the graph)

Nurtured contacts delivers 4-6 times better response to campaigns than non-nurtured contacts

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Case Study: Global Software Company - Nurture/Automation Program

> Complex sale - ave lead time 18 months> Automated consistent ‘touch’ program> Process drives internal activities> ‘Its all about the buyer’> Response encouraging, expanding program

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In summary, some hot top tips ...

The DOs The DON’Ts

Interlock marketing with sales (no longer optional)

Don’t run automated programs standalone

Use the ‘Human Touch’ where you can Don’t over-communicate. Respect the permission given to you.

Cleanse/optimise your list using your automated process

Don’t talk about your solutions too early.

A/B test and optimise (experiment) - frequently

Don’t talk dirty (sell) to customers. Sales will sell.

Automate colleague referral Don’t forget to seed in your offers.

Collect bite-size chunks of profile data Don’t wait – get started. Start small.

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Andrew Haussegger0419 569 122andrewh@green-hat.com.auwww.green-hat.com.auhttp://twitter.com/hausseggerhttp://au.linkedin.com/in/andrewhaussegger

For marketing automation & lead nurturing resources:www.green-hat.com.au/resources

Thank you.