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© 2019 eMarketer Inc.
Webinar: All About Marketing Automation—What It Is & Why It WorksYou will be connected to audio using your computer’s microphone and speakers (VoIP). A headset is recommended. Or you may select “Use Telephone” after joining the webinar. To join using your telephone, dial the conference number and provide the access code noted in your control panel.
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Mike MaddenHead of Commercial Demand GenMarketo
Tech Talk Tuesday
Nancy Taffera-SantosSVP, Media Solutions & StrategyeMarketer
Presented by
PRESENTER MODERATOR
All About Marketing Automation –What It Is and Why It WorksMike MaddenHead of Commercial Demand Gen
Housekeeping This webinar is being recorded! Slides and recording will be sent to
you after the webinar concludes. Have a question? Use the chat box and I’ll get to your questions
after the webinar. Posting to social? Use our hashtag - #mktgnation There is a brief survey after the webinar
Agenda
What is a Triggered Campaign
1 5 Use Cases for Triggered Campaigns
2Q&A
3
If you could have one superpower, what would it be?
What is a Triggered Campaign?Gain The Power To Exist In All Places At Once
Imagine Having Super Human Hearing
Listen for everything that is happening
Narrow it down to what’s most important
Put Your Ears Out There & Listen For…Behaviors Website visits Number of website visits Clicks link on web page Email opens & clicks Form completions Ad clicks Landing page views Content sharing Sales activity Email bounces & unsubscribes New Lead/Subscriber created
Operations Job title Technologies used Behavior Score change Demographic score change Phone number change Product interest change Address change New subscription requested Campaign is requested New sales stage/opportunity Account Score change
The Evolution of ‘Knowing’Pr
e-In
tern
et • Sales owned most of the buyer’s journey
• Remember brochures?
Early
200
0s • Marketing gains a little more control of the buyer’s journey
• Still some brochures
Toda
y • The entire car buying process can happen online
• Sales is more transactional
The Smart Campaign – A Super-Human Listening Machine
Smart List
The ‘Who’
FlowThe ‘What’
ScheduleThe ‘When’
ResultsThe ‘Wow’
#1: Scoring BehaviorsScore Every Action Based on Importance
Behavior Scoring & Why It’s Awesome
What is Behavioral Scoring?Scoring is a shared sales and marketing methodology for ranking leads in order to determine their sales-readiness. It helps marketers understand which leads should be nurtured and which ones should be fast-tracked to sales.
Why Behavioral Scoring is Awesome Creates a common “lead” definition A 10% increase in lead quality can
translate into a 40% increase in sales productivity
Improve sales and marketing alignment Focus on the right leads/accounts You gain more insight into where
someone is in their buyer’s journey, which means more relevant messaging
Most leads aren’t ready for sales
Score Everything From One Central Location
Behavioral – Clicks Marketing Email
These are tokens
Let’s Say You Sent 100,000 Emails…
Trigger
Action
= +3 on Behavior Score
What About Contact Me Forms?
Trigger
Action
= +24 on Behavior Score
Is There Negative Scoring? You bet!
Trigger
Action
= -5 on Behavior Score
Use Case #1 Recap: Behavioral Scoring
Behavioral scoring listens for positive and negative actions, then scores them Use triggers to build a complete picture of how prospects/customers
engage Capture everything in real time on any channel
#2: Demographic ScoringScore Your Buyers Based On Who They Are
Demographic Scoring & Why It’s Awesome
What is Demographic Scoring?Implicit or Explicit attributes like company size, industry, valid email/phone, job title, job role, decision maker, etc.
Why Demographic Scoring is Awesome Demo scoring completes the picture –
who is engaging AND are they a good fit? When done right, demo scoring
dramatically improves lead quality Demo scoring focuses sales on the right
prospects Gauge the effectiveness of your
acquisition programs by demographic scores
Demographic Score Lives in One Place Too!
Demographic – Job Title CMO
Let’s Say You’re Acquiring New Names…
Trigger
Action
= +50 on Demographic Score
Use Case #2 Recap: Demographic Scoring
Score people based on who they are and/or who they become Know which programs bring in the right new names and which ones
don’t
Big Picture, How Do Triggers Impact Scoring?
Real-time scoring makes your decisions more actionable Know in the moment exactly what quality leads you are acquiring Build actionable models that combine behavioral, demographic, and
even firmographic scoring to empower your sales team
Quality = Behavior Score + Demographic Score
#3: Intelligent Nurture EnginePlace People in Nurture, Automatically
Triggers Can Help New Leads Find Their Home
1) Customer
• Customers require different messaging and you are focused on cross-sell/upsell
2) C-Level
• You have identified that c-level prospects require different messaging
3) Competitive
• If a prospective buyer uses a competitive technology/product, feed them competitive nurture messaging
4) Vertical
• People respond better with messaging in the correct vernacular
?
Use Case: Sorting New U.S. Leads into Nurture
• Newly acquired lead is in North America, Key Vertical, Financial Services
New Lead Acquired
• We need to sort the lead into the appropriate region before we can sort by industry
Region Selection • We’ve placed the
region, next is placing the newly acquired lead by key industry
Industry Selection
How to Sort by Priority
Trigger
ActionWe are requesting the next trigger campaign that
processes verticals
How to Sort by Key VerticalConnecting
Trigger
Action
Lead is placed in Financial Services
Use Case #3 Recap: Intelligent Nurturing
Based on who people are, place them automatically in the right programs with the right messaging Triggers can reduce the headache of sorting new people into the
appropriate programs Make your messaging (and even your routing) more intelligent
#4: Webinar RegistrationHere’s What Could Have Happened To You
A Familiar Webinar Reg PageTriggers tracked: Email or Ad click Reg page view Form Completion
How You Would Be Registered
Trigger
Multiple Processing
Actions
Use Case #4 Recap: Webinar Registration
Listen for the right form completion, then assign multiple actions in a single campaign: Confirm registration Update the person’s program status for attribution and reporting Add the person to a static list for one, easy-to-reference location of
registrants
#5: Your WebsiteUsing Triggered Campaigns to Drive Revenue
Why use website triggers? Because they drive 3x more engagement than
batch/nurture emails
Your Website is a Front Door
Multiple Doors Exist for the Visitor…
Let’s Say They Choose One of Our Product Pages
Let’s Say We Were Listing For Activity on the Email Product Page
Trigger
Multiple Filters
Then We Engage with Personalization and Relevance!
Actions
Wait step
Send personalized email
Alert the Sales person that owns the
account
Add the person to the Email Marketing Nurture
Program
Why The World Needs More Trigger Campaign Emails
7,675% more efficient at
generating an opportunity
261% higher open rates
157% higher click to open
rates
833% higher click through
rates
© 2019 eMarketer Inc.
Be sure to check out these upcoming eMarketer Webinars:
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You can register for our upcoming Tech Talk Tuesday and Meet the Analyst Webinars at emarketer.com/articles/videos
Be sure to also check out eMarketer’s “Behind the Numbers” podcast for daily, freewheeling conversations about the ways digital is transforming media, marketing, business and even life. Visit emarketer.com/articles/topics/emarketer-podcast
Mike MaddenHead of Commercial Demand GenerationMarketo
Nancy Taffera-SantosSVP, Media Solutions & StrategyeMarketer
Presented by
PRESENTER MODERATOR
Tech Talk TuesdayQ&A Session