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Powering the Nurture Dialog:Automating Marketing Programs in a Closed-Loop Environment Will Schnabel VP, Business Development and Alliances, Silverpop Email: firstname.lastname@example.org Twitter: @wschnabel
Agenda • Understanding Marketing Automation • Key Steps to Utilizing Marketing Automation • Example Case Studies
Silverpop Solutions for B2B and B2C Marketers 2000+ customers across 38 countries Marketing Automation + Email Marketing Software-as-a-Service CRM and Web Analytics Integration
The Value of Nurturing! • Nurture campaigns have 2X the Open Rates and 3X the Click-Through-Rates at of one-off emails • 23% shorter deal times for nurtured than non-nurtured leads • Higher win ratios for prospects touched 3-4 times per month by marketing nurture campaigns. • 47% higher order value from closed sales that were nurtured versus sales that were not Source:Aberdeen, Sirius Decisions, and Silverpop Research
Marketing Automation 2.0 Twitter: #B2BUniversity
Nurturing Infrastructure Lead Capturing
Nurturing Infrastructure Lead Assessment & Scoring
Nurturing Infrastructure Lead Routing to Sales
Nurturing Infrastructure Lead Nurturing & Reporting
Marketing Automation Capabilities Web Integration & Inbound Lead Capture Multi-Channel Communications Revenue Reporting & Analysis Centralized Marketing Database Sales Integration Lead Scoring & Management Campaign (Nurture) Automation
Consolidated Lead Data Marketing Database Flexible Structure Consolidated Leads Initial Scrub Appending Data Ownership
Webpage and Lead Capture • Integrated landing pages/ web-form building • Pre-Populated Forms • Dynamic Content • Leads captured directly into Marketing Database • Auto De-duplication / Cleansing
Lead Data Capture • Basic Lead Information
Progressive profiling – Dating 1st contact 2nd/3rd contact later contact + behavioral • Source: MarketingSherpa and KnowledgeStorm, • “Connecting Through Content"
Progressive profiling - collection 3. Returning Leads – Pre-Populate – Gather More 2. Returning Leads – Pre Populate 1. Basic Lead Form 4. Returning leads – Personalize – Pre-Populate – Progressively Gather More
Website Tracking of Prospect Activity • Individual Tracking vs. Aggregate • Web behavior allows relevant and targeted messaging • Sales Alerting Marketing Database
Alerting Sales • Website Activity • Key Actions • Message Activity • Campaigns
Integrated Multi-Channel Campaigns Email Marketing Database Mobile/SMS Dynamic Landing Pages Share-to-Social DM with PURLs TeleQualification
Email = Top B2B tactic • 89% of B2B marketers use email. • Email is the number-one outbound B2B marketing tactic used today. Source: Forrester Marketing Forum 2010 presentation
Deliverability • Inbox Preview • What does your message look like • Spam Assassin • SPAM scoring • Inbox Monitoring • % Delivered to actual inbox • Reputation & Authentication • IP Segmentation
Relevancy Delivers Dollars Generated per Month (in thousands) Source: Q1 2009 Global Email Marketing And On-Site Targeting Online Survey NB: Metrics and salary costs are based on a Forrester executive survey. Based on 2.8 million pieces of email per month, CPM ranges grow with program complexity, assuming $39 AOV and 40% product margin.
Right Message, Right Time Source: Silverpop Research
Share to Social #2 Clicking link takes recipients to social network to complete sharing process #1 Insert Social Network Link in Email #3 All the recipients friend will now be notified via Facebook of the share!
The Challenge of Relevancy Relevance = Right Time + Right Message
Best time to send? Popular search question
Scoring Leads High Fit Hot Target Right Fit Sales Target Highly Engaged Low Fit Low High Interest in Your Product/Services
The Lead Puzzle Demographic VP Sales Evaluating Solutions Download a Whitepaper BANT Visited Website Last Week $100M Company 5000 Employees Has 2009 Budget Activity Needs Fit Solution 41 41
Integrated Lead Scoring Rank Leads by Score • Identifies buying phase • Explicit Data • Demographic & BANT • Self reported and 3rd party • Implicit Activity • Recency & Frequency of activities • Key Online Behaviors • Digital Footprints
Email Nurturing • Drip Campaigns Sales Intro On-Demand Webinar eBook Delivered Link to Demo Registration Immediate Day 2 Day 4 Day 7 Day 0