As a digitally-minded advertising agency, Tocquigny frequently helps clients select, deploy and optimize marketing automation platforms to drive, nurture and convert leads. After mastering the basics of this increasingly important element of the marketing mix and identifying your business needs around marketing automation in Part 1 of The Marketing Automation Manual, Part 2 will get you ready to market. Of course, we would be happy to provide expert guidance along the way. Visit www.tocquigny.com for more information.

1. THE MARKETING AUTOMATION MANUAL
PART 2: THE DIVE
Tocquigny
2901 Via Fortuna
Building #6, Suite 100
Austin, Texas 78746
www.tocquigny.com
@Tocquigny

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1. How does marketing automation work?
2. Why is content so important?
3. Why use marketing automation?
4. Which system should you use?
5. What are challenges you can expect?
6. Ready to market
AGENDA

3. HOW DOES MARKETING
AUTOMATION WORK?

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 “Batch and blast” email execution
(single, one-off emails)
 Constant rework of effort
(unrepeatable)
THEVISION:SCALEYOURMARKETING
 Multi-step email campaigns
 Repeatable
 Conversational for better response rates
 Personalized
 Efficient with dynamic content
Typical current state Future state

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SAMPLE:HOWLEADSFLOWTHROUGHSALES&MARKETINGSYSTEMS
MQL
Telesales
SAL
SQL
MACs
Reporting

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Media Mix
 Search
 Display
 Social
 Email
 Etc.
MAP Landing Page or
Website with Tracking Code
MAP
Database
MAP
Emails
Sales
Database
MQL
Sync
TRACKYOURCUSTOMERJOURNEY
Sales
Conversations
(Marketing
Qualified Leads)
(Master email list
with
up-to-date
information)
Records
Prospects’
Actions
(Behaviors are tracked
and added to the
database)

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Form Completion
Call
Whether a user completes a
form or makes a call,
a “conversion” means
adding a record to the
database.
THEGOALISCONVERSION
(Phone calls are actions
that must be manually
added to the database by
sales)
MAP
Database

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 Online
− Marketing automation tools
− Google Analytics & Salesforce
» Pass campaign codes directly into Salesforce
− Third Party Click Tracking
» Place conversion codes at the end of online forms
 Offline
− Call tracking: Custom script online can identify user source
and serve up unique telephone number
THEREAREMANYTRACKINGTOOLS&OPTIONS

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YOUMUSTHAVEACONTACT
STRATEGY
 A contact strategy outlines all marketing touch points throughout the
customer decision journey.
– Based on your different customer types (personas) and their needs
– Includes the type of content you deliver

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EVALUATECAMPAIGNPERFORMANCEATEVERYSTEP

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MEASUREMARKETINGREACH
Prospect
MQL
SAL
SQL
Closed/Won
 How many inquiries are delivered as a result of lead generation efforts?
 Report: Total number of marketing generated inquiries

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MEASUREMARKETINGVALUE
Prospect
MQL
SAL
SQL
Closed/Won
 How much revenue do you expect to be generated by the efforts?
 Report: [(Number of prospects x % probability to close) + (Number of
MQLs x % probability to close) + (SALs x % probability to close) + (SQLs x
% probability to close)] x average selling price]
$

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MEASURECONVERSION
 Are prospects progressing through the stages of the funnel?
 Report: Funnel progression between demand funnel stages.
– Progression from Inquiry to MQL; MQL to SAL; SAL to SQL; SQL to close
Prospect
MQL
SAL
SQL
Closed/Won

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MEASURETIMETOREVENUE
 How long does it take to realize revenue from prospects?
 Report: Total number of days from inquiry generation to closed sale
– Essential requirement: Ability to time stamp inquiry date, MQL date, SAL
date, SQL date and closed/won date in Salesforce
Prospect
MQL
SAL
SQL
Closed/Won
TIME

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MEASURERETURNONREVENUE INVESTMENT
Total closed/won revenue for a given timeframe. Total
marketing campaign costs that generated the revenue.
Reports generated by Salesforce:
 Overall revenue
 Revenue by source
 Revenue by program/campaign
Essential requirements:
 Marketing campaign expenses in SFDC
 Ability to tie revenue to marketing campaign(s)

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MEASUREMONTHLY
In the near term, monthly numbers can be compared against industry averages.
Over time, internal benchmarks can be generated.
Funnel Conversion Rates
Inquiries
3.9%
MQLs
SALs
SQLs
Closed/Won
Business
5.8% 9.7%
Average Strong Process Best-in-Class
58.3% 65.6% 74.5%
49.1% 56.4% 60.5%
23.1% 26.9% 30.7%
Sirius Decisions

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SAMPLEOPTIMIZATION OPPORTUNITY: TELESALES TRAINING
Only 5 sales from 164 leads

18. WHY IS CONTENT SO
IMPORTANT?

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BUYERSNEEDDIFFERENTCONTENTBYPHASE
Awareness
Discuss the problem the
customer experiences.
Explain a solution to the
problem.
Consideration
Best practices and
options for solving the
problem.
Decision
Compare solutions and
build a business case to
buy.
Google/TechTarget Behavioral Research Project Phase 2

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BUYERSNEEDDIFFERENTCONTENTBYPHASE
Awareness
Discuss the problem the
customer experiences.
Explain a solution to the
problem.
Market research
Video
Product overview
Consideration
Best practices and
options for solving the
problem.
Demo
White paper
Case study
Selection guide
Decision
Compare solutions and
build a business case to
buy.
White paper
ROI tool
Cost comparison
Customer testimonials
Google/TechTarget Behavioral Research Project Phase 2

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BUYERSNEEDDIFFERENTCONTENTBYPHASE
Awareness
Discuss the problem the
customer experiences.
Explain a solution to the
problem.
Market research
Video
Product overview
Consideration
Best practices and
options for solving the
problem.
Demo
White paper
Case study
Selection guide
Decision
Compare solutions and
build a business case to
buy.
White paper
ROI tool
Cost comparison
Customer testimonials
VERSIONED FOR DIFFERENT CUSTOMER TYPES
Google/TechTarget Behavioral Research Project Phase 2

22. WHY USE MARKETING
AUTOMATION?

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Get more done faster – with fewer resources
 Automatically route leads to the right person immediately
 Capitalize on warm/hot leads
 Conversion rates drop by 25% for each 24 hours contact is delayed
Source: MarketingSherpa
BENEFIT: FASTER

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Reach the right prospects more effectively
 Send only prequalified leads to sales
 A 10% increase in lead quality can increase sales productivity by 40%
BENEFIT: LOWERCUSTOMERACQUISITIONCOSTS
MarketingSherpa

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Improve conversion rates, revenue and alignment between
marketing and sales
 Harvest the incremental value of initially non-qualified prospects
 Nurture them through drip email to stay top-of-mind when they’re ready
BENEFIT: SHORTERSALESCYCLE

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Create more predictable sales forecasts by
understanding what marketing is effective and optimizing
campaigns
 Continuously test messages, offers, format and design to determine
what customers respond to best
BENEFIT: PREDICTABILITY

27. IF IT WAS EASY
EVERYONE WOULD DO IT

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 Develop rigor around the practice of measuring and
tweaking every part of the process
 Start small with modest monthly reports and
dashboards that display performance and database
growth, then build from those
 First mover advantage is critical
JUSTGETSTARTED

29. WHICH SYSTEM SHOULD
YOU CHOOSE?

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 G2 Crowd offers objective analysis
http://www.g2crowd.com/categories/marketing-automation/compare
YOURUNIVERSEOFCHOICES

31. WHAT ARE THE
CHALLENGES YOU CAN
EXPECT?

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 Determine who’s responsible for:
− Training your team
− Setting up the system
− Using it on a regular basis
− Testing and optimization strategy
− Reporting results
 Define the intersection of your CRM and MAP and the interactions
between them
 Make sure that marketing and sales are communicating and working
together, and define a leader in your organization
 Stick with it. It takes a lot of upfront work to define the personas, flows,
standard emails, scoring
DON’TAUTOMATECHAOS

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1. Incomplete, inaccurate or missing data
2. Sales and marketing lead definitions not consistently used in automation
3. Start, then stop -- and underutilize MAP
3POTENTIALREASONSFORFAILURE

34. CRAWL, WALK, RUN

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 Develop a strategy to implement marketing automation
 Define lead stages with sales & marketing and your systems
 Invest in the right MAP, skills and knowledge to avoid
underutilization
 Maintain rigor in process
 Don’t expect results overnight
 Go to market
NEXTSTEPS

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Contact Tom Fornoff
512.532.2912
tfornoff@tocquigny.com
Good luck!
(let us know if you need a nudge)