our marketing automation journey (marketo summit) 2013
DESCRIPTION
Presentation delivered at the 2013 Marketo customer conference in San Francisco on April 9TRANSCRIPT
Our ongoing Ansell case study
Agenda
Ansell
Our problem
The solution journey
Lessons learned & next steps
A century-old Australian company
11,000 people
$1.3bn in revenue
Global scope
More than condoms
Ansell is big in medical and industrial safety
Riding the resources industry
Agenda
Ansell
Our problem
The solution journey
Lessons learned & next steps
The usual marketing challenges
The inconvenient truth …
11
Process, culture & IT issues obscured our view
Today’s sales funnel is not linear
Agenda
Ansell
Our problem
The solution journey
Lessons learned & next steps
Bettter data driving more leads
TV Print &
radio
Shows &
events
Direct mail
Email Digital Retail Call centre
Supply chain
Sales Product
Communicate image Deliver value
Making promises
Keeping promises
Brand promises + brand actions = brand value
2) Their
goals 3) Helping them
accomplish
those goals
1) Our
customers,
represented
by personas
16
Who are our customer & what are their needs?
Who are our customers?
Their
goals Customers,
represented
by personas
18
Our customer-focused business requirements
+
Marketing Data Sales Data
Our marketing & sales platform
Driving the marketing & sales stages
Touches
Inquiries
Marketing Qualified Leads
Sales Accepted Leads
Sales Qualified Leads
Closed-Won deals
Enabling our new lead-to-revenue model
A journey of 24+ months & continuing
Revenue Cycle Model
Lead scoring
Lead allocation
Lead alerts
Lead nurturing
Outbound campaigns
Testing insights
What have we achieved so far
Lead recycling
Sales alignment
Lead conversion reporting
Dashboards
Data updates
Lost revenue identification
A customer scenario
Anonymous searches for “plumbers gloves”
Clicks on link & visits our plumbers’ page
Anonymous submits form and becomes “known”
Will Smith Safety Officer Westco Mines
[email protected] (08) 3234 9809
“Known” is sent a triggered email
Will Smith Safety Officer Westco Mines
[email protected] (08) 3234 9809
Behavioural and demographic data is scored
Sales representative clicks on link in alert email
Sales rep changes status from open to working
Sales rep logs call & creates follow-up task
Sales rep converts lead to opportunity
Alternatively, the lead is recycled or disqualified
The sales representative selects a reason
Will Smith Safety Officer Westco Mines
[email protected] (08) 3234 9809
Lead is entered into a recycling campaign
Contextually-relevant content is a challenge
Safety officers Procurement All “others”
Relevant? Open & click-through rates tell us
The numbers from our nurturing waves so far
Delivery rate: 97.7%
Opened: 22.4%
Clicked to links: 26.1%
Unsubscribed: 0.2%
Making events work
Our outcome: 182 Sydney Safety Show leads
No Specific
Request
Asked for
Catalogue
Asked to
Contact Us
Asked for
Glove Samples
12
5
23
142
56 meaningful
leads
identified $
Promoters
Passives
Detractors
One question:
will you
recommend
Ansell?
A brand
sentiment check
So, what does the market think of us?
Tell us what you think in 30 seconds
The simple Net Promoter Score email
7-8
9-10
% Promoters
minus
% Detractors
Likely
Unlikely
0-6
Calculating our Net Promoter Score
Promoters: 50% Minus Detractors: 12% Equals: 38
Our Net Promoter Score is +38
+50
In 12 months ….
A sophisticated, cross-organisation process
Agenda
Ansell
Our problem
The solution journey
Lessons learned
Sales & marketing alignment is essential
Harvest insights, actions & predictions
Marketing Sales
Develop an inside sales capability
Hire an unemployed newspaper journo
Business Technology
Vs
Information Technology
Positive momentum is critical
External partners (not vendors)
Develop a network of internal allies
Senior management support
You need all the jigsaw pieces
People, process & technology
People
Biz Tech
Process
Fight the F.U.D.
Fear, Uncertainty & Doubt
Relevance Clarity
Anxiety Distraction Urgency
Embrace lead-to-revenue management
Shift your thinking
from one-time events
and campaigns to
developing business
relationships over
weeks, months, and
years
Business benefits don’t just leap out of the box
Start small, learn fast & then go big or go home
Ask the best question and win the condoms