In the current financial climate, 2013 promises to be a challenging year for many businesses and as marketers and business leaders you need to ask yourself some serious questions:
How can you really connect and understand the challenges in your own business? If you could pick 4 or 5 areas of focus - which ones would make the most impact to your business? Can tools help you supercharge your marketing and at what cost and benefit?
In this session, Marina Lumley connects with today’s challenges for b2b businesses and discusses how marketing automation can help them navigate towards a more profitable 2013.
Join Marina’s session and you will learn:
• How to make more of the finite time we have
• How your marketing activities can be more effective
• How sales and marketing can work together for success
• How you can specifically define where your problems are – and fix them!
• How best to use technology to help your business
2. A bit about me
• Marketing Consultant, practitioner and trainer in
Marketing Communication strategy
• Formerly integrated agency Board Director
• 17 years Marketing Experience
• CIM Faculty Member and Trainer
• Teaching in the digital space - digital marketing; social
media marketing; integrated marketing.
• Teach in the in marketing space– creative brief writing
and agency management
3. Do you know what your problem
is?
A wise man once said – spend 95% of your time
on defining the problem. And the remaining 5%
to solve it.
4.
5. Digital Landscape
Earned Media
Communication created
Brand outside of the brand, about
the brand/product
Digital Website
Advertising Product
Site
Owned Media
All online media owned SEO
by the brand
Affiliates
Bought Media Campaign
Typical media spend
Website
driving visitors to owned Social
media Media
Email
7. Marketing Automation
The use of a marketing automation platform is
to streamline sales and marketing organizations
by replacing high-touch, repetitive manual
processes with automated solutions.
Wiki
8. 5 Common Problems
• Time
• Engagement
• Sales Journey
• Effectiveness
• Data management (customer view)
9. Time is not elastic
http://www.youtube.com/watch?v=0YrHl7X7c
OE
10. “Just under 17,500 businesses with a revenue of
under $5m have installed Marketing Automation
systems in 2012”
Raab Guide
11. Marketing Automation saves
time
1. Database instantly updated with new data, insights and
prospect behaviors
2. Dash boards and reports extracts your key metrics
automatically
3. Single view so no need to go searching
4. Automate emails reducing manual work flows
5. Automatic alerts informing individuals as appropriate
6. Sales allocation is automated and outlook synced with
appointments and reminders
7. Joins up and automates sales and marketing processes
12. Engagement
Lack of it = wasted cost of acquiring attention
Acquire
Share
Participate
Engage
13. “Businesses that blog at least 20x per month
generate over 5x more traffic than those
that blog fewer than 4x per month”
“Businesses that blog at least 20x per month
generate nearly 4x more leads than
those who don’t blog”
Source : Hubspot
14. …Benefits of engagement
scoring
1. Score behaviours and interactions
2. Qualify based on score
3. Pass to sales once qualified on pre-defined
metrics which have been agreed by the
company
4. Automated
5. In Real time
17. The Sales Journey
Goals
– Enable qualification
– Encourage sales and marketing down from their
ivory towers to share the Intel
– Unite with the cause
– Own one system - together
18. … benefits to the sales journey
1. More potent email marketing to prospects which is
tailored to position in the sales funnel and engagement
stage
– Driven by greater knowledge and understanding
2. Sales and marketing more informed about the prospect
journey – as an individual what they did, said, interacted
with and when and what they did next
3. Never loose valuable leads – they can’t get lost or missed
4. Sales and Marketing can see what each other did
5. Know the real pipe line, not the one sales say
6. More opportunities – the anonymous
21. Purchase
Abandon
Browse
Interact
Post-click most relevant and meaningful for
your marketing activity
Unique visitors (anon.)
No. of visits
Time on site
Conversion rate
Contact details – if provided…
22. What we know:
• Browsed Product Page Product interest
1st visit
• Downloaded an Interest building
2nd visit infographic – no form fill and researching
Seeking to build
• Commented on a blog
3rd visit credibility / gain a
perspective
• Joined a webinar – form
fill Ready to engage
4th visit
23. Lead Scoring
• Browsed Product Page
1st visit +5 points
• Downloaded an
2nd visit infographic – no form fill +10 points
• Commented on a blog +7 points
3rd visit
• Joined a webinar – form
4th visit fill +20 points
25. More options and solutions than
ever before
• Integration bridges
• Plug-ins
• A desk-top of dash boards
• £10k - £100k+
26. Marketing manager with minimum 5 years
experience required
– Solid level of communication experience across on-line, off-line
and non-line channels
– Experience managing data
– Capable of creating and sending out email campaigns
– Social media guru
– Able to write blogs, posts, tweet at will
– Creative – able to write copy and do design
– Technical – able to operate and integrate tools
– Great working with sales people
– Experience in setting exacting measurements for all activity
– Can demonstrate through previous experience – ROI, ROC, ROT
– Can increase my sales by 10% within the first 3 months of joining
team
– Will not ask for more resource for at least a year
27. • Built a set of tools that not exhaustive in
market place – but is core functionality
• Built in with full CRM system that will gets
started sales and marketing processes – built
on an enterprise level platform that can scale
as you grow
Empower marketing and sales to supercharge their business. To
push the dial, tweak, learn, evaluate, roll-out. Assessment in real
time and fast decisions. To be 2% better in 5 different key places.
That’s 10% better than we were.
My starting point when I work with clients – whether its’ directly on their marketing/business issues – or whether its delivering a training programme – is do you really know what your problem is? Quite often the problems are identified fast – and the time is spent on the solution. But a wise person once said to me – spend 95% of the time on truly defining the problem – and the solution will come easy. And whilst it’s often painful, frustrating, full of highs and lows – its always stood me in good stead and put more faith and confidence and certainty around the solution. The subject for today’s seminar is – Supercharging Sales & Marketing.
I’m currently consulting for Target360 who is sponsoring this event today and indeed this seminar. And I’m finding that I’m having a conversation every day more or less – and this is what it comes down to – with more digital tools at the marketers disposal – more ability for marketing managers to think – act – and do engaging and 1-2-1 marketing – how do they actually get it to work and know its worked.
And I’m finding that I’m having a conversation every day more or less – and this is what it comes down to – with more digital tools at the marketers disposal – more ability for marketing managers to think – act – and do engaging and 1-2-1 marketing – how do they actually get it to work and know its worked.
Very recently I was in New York and happened to be talking to a Canadian gentleman who was there with his sales team. They were on a bit of a jolly. They had flown in on 2 private jets (first indication of success). And I asked him what his business was – he said – scrap metal. Business to business clearly. He and his brother owned the company. I thought what the hell and I asked him what his turnover was. Just short of 2 billion Canadian dollars a year. This guy clearly knew what success looked like and I asked him how he achieved it. He said – it’s the 2%. 2% smarter at every point of our sales journey. (Marketing Automation gives the opportunity for multiple 2% along the journey) Come in Huston – we have a problem – in fact we have several. And I’m not which to fix? Are they all fixable? And what do I tackle first? So lets see if some of this resonates…
Problem - How do you know you are being most effective and efficient? – when the request comes in – we need another sales person, another marketing exec, we need more time to do what you’ve asked.. how do you know if that is really an accurate solution to the problem – create more time please – longer deadlines or more people hours.
The challenge – in situations where you have multiple acquisition activities – potentially in more than one channel - an event or PPD advertising, where you have a lead journey – from initial “vague” awareness to potential interest – you need communications and contacts to help nurture. And you may have 1000 leads all at different stages, requiring different activities and interactions – so how exactly to you make that happen seamlessly without giving marketing a nervous breakdown? – or worse still - not even attempt to do it with the help of a little Valium?
Problem – I’ve heard about it, I know about it – are we doing it? - Often discussed, rarely executed or measured. Now we cannot just say it – but do it. Why do you need engagement? And what is the difference between acquisition.. etc…
Problem - The MDs nightmare – listening to the excuses of sales people when they explain all the reasons why they can’t close sales…. Leads not real leads, not qualified, not the decision maker etc… So sales people are unhappy and blaming marketing. And marketing think sales should be doing more. Tension headache -
£300k deal anonymous
Like Indy here, we are all trying to reach for the Holy Grail….
Problem - A marketers holly grail “How much do I spend on what?” I’m sure for some – this is your situation. We’ve got some tools already. We are doing some marketing activity. But does marketing have the time and bandwidth to work out the true impact –ROI, ROT, ROA.. Are they quick enough to evaluate campaigns? Not so long ago marketing tended to evaluate campaigns and activity at the end. But that’s far too slow today.
Today you need to work fast and fail fast – it’s often the precursor to success.
Marketing needs confidence to tune and fine tune activity. It needs to be able to say – we can convert to sales for £1,000 per lead using these activities in this order, verses £5,000 this way. Eventually you’ll be able to say that the £5k customer stayed 3 times longer – so still well worth the investment.
Problem – Do I need a CRM system? Is mine OK? How much is it going to cost? Will I use it?Education: More options and cost effective solutions than ever before. Have to keep working the solution once you’ve got it deployed. Sales Force, SugarCRM, Microsoft Dynamics.And then the sales and marketing tools overlay – consultancy, integration issues, combination of tools from different vendors – email from dotmailer, analytics from Marketo, etc… 3 systems – all trying to work together with integration bridges. (is this true??) How much easier is t36? How difficult are the others? Do we know? Can we canvass people using it? Many tools can be overlaid on an existing system – but its still 2 systems. T360 – it is a CRM – and its 40k of consultancy that you don’t have to pay. An absolute USP and my only pitch of the day.