Learn how to overcome the hurdles that stand in the way of executing effective automated marketing.

1.
Getting The Most
From Marketing Automation"
Micky Long, VP and Practice Director, Lead Nurturing!
Arketi Group!

2. The good news…"
• Companies that excel at lead nurturing
generate 50% more sales ready leads at
33% lower cost. (Source: Forrester
Research)"
• Companies that automate lead
management see a 10% or greater
increase in revenue in 6-9 months.
(Source: Gartner Research)"
• Businesses that use marketing
automation to nurture prospects
experience a 451% increase in qualified
leads. (Source: The Annuitas Group)"

3. And the bad…"
• 79% of marketing leads never convert
into sales. Lack of lead nurturing is the
common cause of this poor performance.
(Source: MarketingSherpa)"
• Up to 70% of Marketing – generated
leads are never followed up by Sales"
• 50% of respondents to a 2011 Focus
survey stated they have not realized the
full value of their marketing automation
investment…"
• …less than 25% use their platforms to
their full potential"

4. How to get the greatest return"
1
Data
2
Content
3
Process

5. Data"
Who are you kidding?!

6. Your data – How good is it?"
What Jigsaw found:"
90%" 74%" 21%" 7%"
Incomplete" Need Updates" Dead" Duplicate"
“Lack of quality customer data is one of the top causes of CRM failure.”
-- Gartner"
Source:
Best
Prac.ces
for
Keeping
Your
Data
Clean
-­‐
Salesforce

7. Your data – How good is it?"
What Jigsaw found:"
90%" 74%" 21%" 7%"
Incomplete" Need Updates" Dead" Duplicate"
“Lack of quality customer data is one of the top causes of CRM failure.”
-- Gartner"
Source:
Best
Prac.ces
for
Keeping
Your
Data
Clean
-­‐
Salesforce

8. How to practice good data hygiene"
1. Build a plan"
2. Agree on standardization"
3. Invite everyone to participate"
4. Be ruthless"

9. Content"
Building a white paper is NOT a strategy!!

10. Why your content needs to get better"
• Everyone’s solution promises the same value"
• Make me money, save me money, make my
life easier"
• Prospects are in control of the process"
• Up to 75% of buyers reach a decision on
what to buy before talking to Sales"
• 30% reach the decision before the “official”
sales process begins"
• By 2020, customers will manage 85% of their
relationship without talking to a human."
Given the above…if Sales doesn’t, who does?
Marketing must make up the difference. "

11. Completed buyer persona map
" “I have 3 concerns when I sit down at my desk: ‘what’s our cash flow?’
‘what is revenue/customer?’ and ‘how efficient is our plant running?’”"
!
Brad the CFO
Age: 45 ! !!
Education: Bachelor’s (Finance) with most likely an MBA!
About Brad" Goals" Words-phrases Objections"
• Reports to CEO" • Efficiency" that resonate" • Cost too much"
• Has financial responsibility for firm" • Less expenses" • ROI" • Burdensome
• Spends too much time on compliance/risk • Proven ROI" • Proven" implementation"
mitigation/SOX" • Better financial • Financially stable"
• Must see fast ROI" • Integrated"
ratios"
CFO Message" Influencers" Proof Points"
• “Our plant solutions can bring immediate ROI • Peers" • Avg.20%
through reduced inventory.”" • Case studies with decrease in
• “We enhance compliance through advanced ROI" inventory"
reporting.”" • Current clients" • 30% less waste"
• Analyst firms"

12. Top persona-building methods"
Persona-building methods"
Mining in-house database" 43%"
Customer/prospect survey" 47%"
Sales interviews" 56%"
Customer/prospect interviews" 64%"
0%" 10%" 20%" 30%" 40%" 50%" 60%" 70%"

13. Buyer-centric marketing"
Target Qualify Develop Prove Close Service
13

14. Buyer-centric marketing"
Target Qualify Develop Prove Close Service
13

15. Buyer-centric marketing"
Check signer
Cost/ROI Reputation Confirmation of decision
Decision maker
Addresses pain Credibility Benefits Feature/function Trust Issue resolution
Influencer
Ease workload Not overly complex Peer reference Easy training Support
Target Qualify Develop Prove Close Service

16. Content to conversion"
Check Cost/ROI Reputation Confirmation of decision
signer
Decision Addresses pain Credibility Benefits Feature/function Trust Issue resolution
maker
Ease workload Not overly complex Peer reference Easy training Support
Influencer
Target Qualify Develop Prove Close Service
Data sheet Trial
Media
coverage
Bylined
ar.cles
Customer Customer support
Feature comparison Live event
Social
media
Trade
shows
experience videos
Product comparison Interactive demo
Viral
video
Retargeted
ads
Customer Case studies
Case studies Drip campaign communication candidate
Infographic
eNewsleJer
Analyst reports Customer testimonial
News
Release
News
release
References User tips
News release
(thought
leadership)
(product)
(case study) User enewsletter
Tech specs
eBooks
Webinars
ROI calculator News release
User conference
Curated
lists
Guides
PPC
(award) User community
Survey
campaigns
White
paper
(product)
Cross sell/Up sell
Organic
search
CSR efforts
Pricing campaigns
News
release
(corporate)
Print
Ads
Support
Quicktours
Nurture
campaigns
SLA
3-­‐D
mailers
Industry
white
papers
Proposals
First
strike
PPT
13

17. Content preferences"
Content type utilized during business search"
Podcast"
Presentation"
Infographic"
Video"
E-book"
Blog post"
Case study"
Webinar"
White paper"
0%" 20%" 40%" 60%" 80%" 100%"
Source:
DemandGen
Report,
Content
Preference
Survey

18. Embracing video as a channel"

19. Embracing video as a channel "
Don’t Do Must Haves
Scripted Call to action
Free form
Production
Gritty Transcripts and
quality
keyword rich
Natural
Enhanced description on
60 minutes video server
90 seconds to
service
3 minutes
Use YouTube

20. Top content challenges"
Challenges"
0
1%" Engaging content
Enough content
7%" Budget
Lack of exec buy-in
12%
Content variety
42%
License budget
18%
20%

21. Don’t be afraid to be green -- recycle"

22. Leverage all options"
Start with a white paper, run a podcast, create a video"

23. Borrow expertise"
Partner with an analyst, run a webinar, highlight in a collateral piece"

24. Curate for credit"
Content Curation - is a term that describes the act of finding,
grouping, organizing or sharing the best and most relevant content
on a specific issue. " "
" " – Courtesy of Rohit Bhargava, Influential Marketing blog !
! !!
Five Curation Models:"
1. Aggregation – “Top five tips for success”"
2. Distillation – shorten and simplify"
3. Elevation – spot trends from other material"
4. Mashup – pulling together items to create new POV"
5. Chronology – Pulling together timeline to show trends"

25. Put it all into action"
Well-mapped content can feed highly effective drip marketing programs"
10%
Awareness
Industry
White Paper
Response
Industry
Webinar
Response
Industry
White Paper
Response
Industry
Webinar
Response
Industry
Podcast
Response
N N
Response
Y Y Y
N
Y
N
20-­‐30%
Discovery
Technical
Response
Product
Response
Technical
Response Return to Pool
White Paper Case Study White Paper
Response
Y
N
Y
N
Y
N
40+%
Validation
Vendor
Video
Response
Product
Datasheet
Response
Product
Case Study
Response
Response
Y
N
Y
N
Y
N
Offer/
Sales

26. Process"
Tame those loose cannons!!

27. Why process?
"
• 64% of CMOs lack a formal process for
managing marketing automation. -- Annuitas
Group"
• Only 33% of execs using both marketing
automation and CRM systems say they
integrate well -- Experts Bench"
• 66% of Marketing execs claim “Fixing broken
processes” is a major challenge to effective
automation implementation -- Gleanster survey "
• 46% of marketers with mature lead
management processes have sales teams that
follow up on more than 75% of marketing-
generated leads. -- Forrester"

28. Three steps to a better MA experience"
• Establish a plan with milestones"
- Evaluate custom metrics"
- Don’t overlook basics"
- Be realistic"
- Don’t forget the talent"
- Do not implement in a vacuum
"
• Create a learning culture"
- Always be testing"
- Implement change"
- Don’t fear failure
"
• Make review a part of the process"
- Be relentless"
- Invite all stakeholders"

29. Arketi Lead Nurture Healthcheck"
• Overall Lead Nurture Goal"
– Define the objectives identified at the start of the lead nurturing/automation initiative!
• Last Quarter Goal Review"
– Review the 2 or 3 specific goals that were established for the previous quarter and
identify performance against expectations!
• Next Quarter Goals"
– Identify 2 or 3 goals for next quarter and the metrics that will determine their success!
• Campaign Effectiveness"
– For each campaign conducted during the quarter, report on all key metrics!
• Lead Workflow"
– Review existing lead workflow, Sales handoff threshold and return to marketing points!

30. Arketi Lead Nurture Healthcheck"
• Lead Scoring Model"
– Review and adjust as necessary!
• Content Development"
– Review content creation/curation strategy!
• Website Activity"
– Review overall web traffic and identify correlation with lead nurture activities!
• Thematics / Message"
– Review marketing campaign messages and proof points against system results from past
quarter!
• Calls to Action"
– Review relevance and effectiveness of offers used in emails and drip programs !

31. Arketi Lead Nurture Healthcheck"
• Prospect Database"
– Review and adjust total prospect database!
• System Maintenance"
– Review Automation tool to streamline and ensure proper functionality!
• Next Quarter Campaigns"
– Review ongoing campaigns for viability and needed changes!
• New Outreach Campaigns"
– Identify new Marketing campaigns/initiatives "

32. Questions?"
Micky Long
mlong@arketi.com
404-929-0091 ext. 214
www.arketi.com
!