A BUSINESS CASE FOR B2B MARKETING AUTOMATION

Transcription

1 A BUSINESS CASE FOR B2B MARKETING AUTOMATION

2 TURN MARKETING INTO A REVENUE DRIVER RATHER THAN A COST CENTER 1. Generate and Nurture Leads 2. Align Sales and Marketing 3. Measure Results and Optimize Investments 4. Save Money and Increase Productivity

3 A NEW BUYER FOR THE DIGITAL AGE 66-90% of a buyer s journey is self-directed before they interact with you, according to Forrester Research. Marketing is now, more than ever, responsible for communicating with the customer throughout their journey with relevant, personalized messages NURTURING Need Gather Information Evaluate Options Buying Decision Purchase MARKETING SALES

4 SHIFT IN FOCUS TO LEAD NURTURING The new buyer has sparked a shift from a primary focus on customer acquisition to continuous engagement through lead nurturing Continuous Relationships Continuous Engagement Continuous Conversations

5 POWER THE LEAD FUNNEL ATTRACT ENGAGE CLOSE/RETAIN

6 ATTRACT ENGAGE CLOSE/RETAIN Drive more inbound website traffic Right message Right person Right time Increase quality leads to sales Convert web visitors to leads Accelerate the sales cycle Win more deals

7 ATTRACT ENGAGE CLOSE/RETAIN SEO Intelligent Nurture Sales Insight ATTRACT ENGAGE CLOSE Web Personalization Plan & Measure

8 WHAT IS MARKETING AUTOMATION? Central Database Segment and target the right message to each lead Engagement Marketing Engine Listen and respond to buyers in real-time, providing personal and relevant communication Analytics Engine Understand what worked, what didn t, and where you can improve

9 HOW CAN MARKETING AUTOMATION DRIVE REVENUE? Let s explore how marketing automation will help us: 1. Generate and Nurture Leads 2. Align Sales and Marketing 3. Measure Results and Optimize Investments 4. Save Money and Increase Productivity

10 1. GENERATE AND NURTURE LEADS CLOSE THE LEAD DEVELOPMENT GAP WITH LEAD MANAGEMENT Increase pipeline and move leads to the next stage of the customer lifecycle Current marketing focus The B2B lead development gap Current sales focus Organizations leveraging a lead management system to maximize their marketing automation have seen a 416% increase in closed deals according to Sirius Decisions. Reach Interest Desire Convert Enrich XXXX NO LEAD MANAGEMENT = LEAKY FUNNEL

11 2. ALIGN SALES AND MARKETING B2B organizations with tightly aligned marketing and sales organizations achieved, over a 3 year period: 24% faster revenue growth 27% faster profit growth Source: Sirius Decisions

12 3. MEASURE RESULTS AND OPTIMIZE INVESTMENTS Keep a system of record Measure and test 80% of users saw their leads increase Prove program ROI Measure funnel impact 77% of users saw their conversions increase Source: VB Insight

13 4. SAVE MONEY AND INCREASE PRODUCTIVITY Empower marketers to become self-sufficient and more productive Marketing automation increases productivity and reduces overhead. It makes sales more productive too with better leads and lead prioritization. Develop more effective campaigns and implement them at scale 14% Test different versions of the same campaign using methods like A/B testing or multivariate testing to determine which one results in the most conversions

14 COMPANIES THAT INVEST IN MARKETING AUTOMATION SOLUTIONS SEE 70% 15-20% 12.2% 54% 14% Faster sales cycle Bulldog Solutions Decrease in marketing spending McKinsey Reduction in marketing overhead Nucleus Research Improvement in quota achievement Bulldog Solutions Increase in sales productivity Nucleus Research

15 ROI OF MARKETING AUTOMATION What does marketing automation mean to us? Results without Marketing Automation Results with Marketing Automation Length of Sales Cycle Sales Pipeline Quota Achievement Marketing Spending $10,000 $8,500 Marketing Overhead Costs $2,500 $2,195 Sales Productivity days leads closed deals a quarter marketing spend marketing overhead leads contacted every week

16 A COMPLETE MARKETING AUTOMATION SOLUTION IMPROVES ACCURACY Clone the same form across multiple campaigns and track each conversion INCREASES PRODUCTIVITY Build out different parts of programs and processes at different times. Change information in your templates, which automatically updates all s and landing pages based on the template BUILDS SMARTER CAMPAIGNS Build lists and segments using and/or logic REACTS IN REAL-TIME Trigger workflows based on just about any criteria, such as customer score or account opportunity stage and any changes to those, all in one place, to nurture leads with the right message at the right time

17 REALIZE EXPONENTIAL GAINS WITH MARKETING AUTOMATION ATTRACT ENGAGE CLOSE/RETAIN 451% 70% 416% increase in qualified leads The Annuitas Group faster sales cycle Bulldog Solutions increase in closed deals Sirius Decisions 54% improvement in quote achievement Bulldog Solutions Plan & Measure