The document is a presentation about marketing automation from Green Hat. It discusses the challenges in the B2B marketing landscape and how automation can help by moving from mass to personalized marketing. It then outlines a six step process framework called 3C3P for best practice automation, including understanding contacts, communications, content mapping, process flows, performance metrics, and platform selection. The presentation concludes with lessons learned and a case study example.
2. 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
Slide 2
5. What do CEOs think
of marketers?
67%
74%
77%
too much focus
little ‘arty’, not
too linkage to
business-like
on trends
revenue & sales
Slide 5 2011 Global Marketing Effectiveness Program
Source:
Fournase Group UK (June-11)
6. 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.
Slide 7
7. Forrester: ‘B2B Marketers must better prepare for
marketing automation’
Source: Forrester - B2B Marketers Must Better Prepare For Marketing
Automation Report (Apr 2011)
Slide 8
8. Forrester: ‘B2B Marketers must better prepare for
marketing automation’
frustrate the sales team
messages dont’ resonate
marketing to wrong
people, wrong time
Source: Forrester - B2B Marketers Must Better Prepare For Marketing
Automation Report (Apr 2011)
Slide 9
9. Are B2B marketers equipped to achieve their 2011
key marketing objectives?
Source: Green Hat/ADMA/AMI B2B Marketing Outlook Report (Feb 2011)
Slide 10
10. How can automating marketing help?
> Move from mass to 1-to-1 marketing
> Tracking the ‘Splinternet’ (digital age)
> Right time, right message, right person
Slide 11 > Systematic nurturing to MQL
11. What about the buying stages of customer’s lifecycle ...
Slide 12
12. Plan your approach
before executing your
moves.
Slide 13
http://www.flickr.com/photos/calwalker/4628
14. Step 1. Contacts
Understand the B2B
buyer & the buyer’s
journey
Slide 15
15. Profile: IT Manager (Government) - example
Who am I? My Information Needs
40+, from a technical • I’m usually ready for a chat
background, probably risen • A view of the future: business trends, innovations,
through the government meaningful ‘new things’
• Professional development
ranks, career bureaucrat
• Vendor product material/technical details
• SLAs, commitment, reporting
• Integration/automation (eg between helpdesks and
consumables, alerts)
My KPIs • Open to outsourcing – reducing TCO
• Become more strategic/business focussed than technical • Ideas for increasing productivity (users & ICT team)
• Service delivery to users/public/greater good • Help with developing a business case for IT investment
• Making good decisions – technical/business • Possibly, sustainability and Green ICT
My Environment & Responsibilities
• One of 1-5 reporting to the CIO or Assistant Secretary Challenges in Communicating with Me
• Old building, bureaucratic environment • I network with other government IT Managers, so get to
• I’m generally unpopular because I can’t always deliver hear of any service issues (herd animal)
what users want • I may be influenced by prior vendor relationships
• Community spirited – want to contribute to greater good • Can’t talk/hear from you during tender processes
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
Slide 16
16. Buyer's Journey: IT Manager (Government)
LIKE
Decision to Act Review Options
Approved Project Research possible
solutions. Approach
approved suppliers Internal Feedback
Facilitate
for proposals
Purchase Receive Positive
Arrange and internal feedback on
source purchase implementation
if required
Make
TIME Recommendations Internal Feedback
Participate in
prescribed Receive Negative
procurement process internal feedback on
implementation
DISLIKE
Awareness Consideration Decision Implementation
25. 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?
Slide 26
31. 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
Slide 32
32. 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
Slide 33
33. In summary, some hot top tips ...
The DOs The DON’Ts
Interlock marketing with sales Don’t run automated programs
(no longer optional) standalone
Use the ‘Human Touch’ where you can Don’t over-communicate. Respect the
permission given to you.
Cleanse/optimise your list using your Don’t talk about your solutions too
automated process early.
A/B test and optimise (experiment) - Don’t talk dirty (sell) to customers.
frequently 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.
Slide 34
34. Thank you.
For marketing automation & lead nurturing resources:
www.green-hat.com.au/resources
Andrew Haussegger
0419 569 122
andrewh@green-hat.com.au
www.green-hat.com.au
http://twitter.com/haussegger
http://au.linkedin.com/in/andrewhaussegger
Slide 35
Hinweis der Redaktion
Ask?- marketers V others- who with MA system (what is a MA system?)-
Source: Fournaise Group UK 600 June-112011 Global Marketing Effectiveness Programabout 600 global respondents77% of CEOs feel that despite marketers talk about brand, brand values, brand equity and other similar parameters, top management has difficulties linking it back to results that really matter: revenues, sales and even market valuation74% feel that marketers focus too much on the latest marketing trends such as social media, because they believe they represent the new marketing frontiers – but can rarely demonstrate how these trends will help them generate more business for the company72% believe that marketers understand the task of increasing Marketing ROI as cost cutting through better economies of scale or negotiations with their third-party partners and agencies, instead of top-line growth generation: more revenue, more sales, more prospects, more buyers72% also think that marketers are always asking for more money, but can rarely explain how much incremental business this money will generate70% feel that marketers bombard their stakeholders with marketing data that hardly relate to or mean anything for the company’s P&L67% think that unlike CFOs and Sales Forces, marketers don’t think enough like businesspeople: they focus too much on the creative, “arty” and “fluffy” side of marketing and not enough on its business science, and rely too much on their ad agencies to come up with the next big idea
- lead nurture/mgt process needs to be thought out- frustrated stakeholders, poor leads, low ROI- need to consider content- database segmentation to target the right people
- lead nurture/mgt process needs to be thought out- frustrated stakeholders, poor leads, low ROI- need to consider content- database segmentation to target the right people
Understand the buyer:Demographic – role, place, size ...Psychographic – interests, needs, desires, aspirations ...Behavioural – response, action ...2. Under their buying cycle 3. Map information needs4. Do a gap analysis based on the ICP (inc opt-ins)
- Understand the process- Sometimes active and sometimes inactive; what are info requirements in throughout.
Not a platform itself.Should be ‘linked in’/a communications channel for all activities.GH tweeting today about this event to our followers, replicated on our LinkedIn site.Events can be posted.iStrategy event: reluctance
Content can come from many sources:- 3rd party, links to press, POV emails-Media mix:
Retain IPNeed to hold back for future profilingTime-delay on info offeringControlled releaseContent is valuable commodity of the sellerFreely available to publicAvailable to identified strangers (tell me who are and you can have it …)Only shared with chosen profiled audience (eg in nurture program, customer community, Seek’s salary survey, Marketing Profs …)
(WRS) Trying to not scare people into thinking this is way too complicated...so recommend we remove.Awareness = inboundTier-4 = purchased list with no-optinsTier-3 = opt-in (like engaged)Tier-2 = opt-in and in ICP (like profiled) – triggered by external events, complex triggersTier-1 = SAL (managed by sales)Grey = discard nicely (no calls-to-action)
Use third party content in the problem awareness stage where possible- Industry analyst abstracts, independent researchers- Link to media articles of interest- Content can be simple such a point-of-view email on a current topic
- cadence, send-time optimisation- tracking, read time, glance time, scan time, print, manual fwds?- preferences- tracking
- already had data mining, campaign management tools- 11 of the leading 18 vendors started since 2007
- Involved for over 4 years working with IBM - Over 2 x better qual leads = lead to revenue conversion- 4-6 times better response - longest term program been the most successful, opt-ins, activity