Learn what marketing automation is and how to leverage it for your B2B marketing programs.

1. Building Out Your B2B
Marketing Infrastructure

2. About Left Brain
What – Full-service Marketing Automation Agency
Key Attributes – Large & Small company experience, Project & Agency-based services
Value Prop – Deep Marketing Automation Expertise on multiple platforms
Services
Marketing Automation Planning
Strategy, Program Design, Nurturing, Lead Scoring, Demand Gen
Marketing Automation Production
Design and Management of programs (Project or Agency)
Creative Services
Copy writing, landing page creation, graphic design
Collateral Creation
eBooks, Newsletters, Case Studies, Podcasts, Webinars
SFDC
System set-up, Dashboards, Customization
Vendor Selection
2
© Left Brain Marketing Inc. All Rights Reserved

3. Agenda
A. What is Marketing Automation?
B. Why you should care.
C. Leveraging Automation
D. Getting Started
4
© Left Brain Marketing Inc. All Rights Reserved

4. A. What is Marketing Automation?
5
© Left Brain Marketing Inc. All Rights Reserved

5. The Basics
! Infrastructure for marketing
! SaaS-based (Annual/Monthly)
! Cost: $1,000 - $15,000/month
! Integrates with SFDC and other major CRM
systems
! API available to integrate other systems
! Manageable without I.T. involvement
6
© Leftbrain Marketing Inc. All Rights Reserved

6. Types of functionality
WEB FORM &
VISITOR CONTENT EMAIL
LANDING
TRACKING MGMT ENGINE
PAGES
SEGMENTA-
LEAD SALES LEAD
CAMPAIGN TION &
SCORING INSIGHT
MGMT ROUTING
ENGINE ENGINE TOOLS
CLOSED-
MARKETING CRM DATA
LOOP
DATA SYNC
ANALYTICS
7
© Leftbrain Marketing Inc. All Rights Reserved

7. Marketing & Sales Landscape
Sales
Calls
Inside
Sales
CRM Sales
Sales
Emails
Forms
Trade
Shows Webinars Web Site
Direct
Mail
8
© Left Brain Marketing Inc. All Rights Reserved

8. CRM vs. MA vs. B/B (batch & blast)
CRM MA B/B
Single Emails
Nurturing Campaigns
Demographic Scoring
Behavioral Scoring
Form Builder
Landing Page Builder
Dynamic List Segmentation
Dynamic Email Content
High Volume Emails
Visitor Tracking
ROI Reporting
9
© Left Brain Marketing Inc. All Rights Reserved

9. B. Why you should care.
10
© Left Brain Marketing Inc. All Rights Reserved

10. #1 Bigger is better
It’s like putting your
lead generation
program on steroids.
11
© Leftbrain Marketing Inc. All Rights Reserved

11. #2 It’s coming
Marketing automation is currently in use by
approximately 10% of b-to-b marketers. By 2015,
that number will increase to 50%.
SiriusDecisions
12
© Left Brain Marketing Inc. All Rights Reserved

12. #3 Pipeline Conversion
! 82.5% are ready to buy or will buy
! 70% are long-term opportunities
Source: MarketingSherpa
13

13. C. Leveraging Automation
14
© Left Brain Marketing Inc. All Rights Reserved

14. Power Your Nurturing
15
© Left Brain Marketing Inc. All Rights Reserved

15. Types of Nurtures
! Dead “Recycled” leads
! Long sales cycles
! Cross-sell/Up-sell
! Trade show follow-up

16. Step by step Nurturing Program
17

17. Segment
18
© Left Brain Marketing Inc. All Rights Reserved

18. Forms & Progressive Pro ling
Hints:
1. Ask only what you
absolutely need
2. Use each additional
piece of information to
better segment
3. Be sure the
prospect is sold on
your value first
4. How else do you
collect data?
19
© Leftbrain Marketing Inc. All Rights Reserved

19. Power Business Processes
20
© Leftbrain Marketing Inc. All Rights Reserved

20. S/M Integrated Lead Process
+,-."/*0$:2"2"$ 4",=?4!@$
!"#$!"%$&"'()*'"'
$
$
+,-."/*0$12#)3,/)*$ 6,7"'8)-9"$
4,#,5,'"$
1. Nurture (1 Track)
C(95%#$&$(& ;*'<="$6,7"'
$
Until Score = 50
E88(#$"90$, &
2. Nurture (3 tracks), Inside Sales 'D*3%1&)%*+,&!(F. &
Score = 50-150 & Unknown account
AppExchange
/012"*304,&
3. Push to Sales Team '!%5%#&)%*+,. & ><"7=$6,7"'
$
Score = 150+
3 progressive profile fields,
including Contact Us !"#$"#%&
'!($&)%*+,&-%$.
&
C"1$(G%#HHH
&
&
6"3783%&!"#$"#09:&;#*<=1&&>>>&&?@&/*,&!"#$"#%&&>>>&&AB@&/*,&!"#$"#%&&>>>&&C#(11>D%33&!"#$"#%
21

21. Project
! Company – webinar technology/service
! Customers – audience, presenters, channel
owners, sponsors/list buyers
! Technology – Marketing automation,
email system, and in-house technology
22
© Leftbrain Marketing Inc. All Rights Reserved

22. Audience Flow How to speak email
More ways to engage with BrightTALK How to set up a channel email
emails
How to sponsor a webcast/summit
Interested in sponsorship
Interested in a channel
Interested in speaking
Happy Flows
Interested in other channels emails? Subscribes to more
channels
Prospect Subscribes to a channel Registers for a webcast Watches webcast Watches more webcasts
BrightTALK registration Doesn’t watch
webcast Webcast reminder emails
confirmation x3
Weekly activity email Cancelled webcasts
Webcast reminder emails [We missed
[Channel webcast invites] x3 you email] Rescheduled webcasts
Cancelled webcasts No more webcasts
Rescheduled webcasts
Audience prospecting
emails Doesn’t watch
Bulk invite email webcast
Marketing automation emails
Future brighttalk.com emails
23
© Leftbrain Marketing Inc. All Rights Reserved
brighttalk.com emails

23. Communicate Better
24
© Leftbrain Marketing Inc. All Rights Reserved

24. Time to Renew!
Malcolm/Mr. Friedberg
Burden on Me/Poor CTA
1. Poorly thought out
CC Update Form?
2. Bad instructions
Susie Q! Hours for dial in?
CS Team Why email?
Direct Dial
© Leftbrain Marketing Inc. All Rights Reserved
3. Not using data 25

25. 26
© Leftbrain Marketing Inc. All Rights Reserved

26. Personalize?
Bought it.
Not even
Bought it. sure what
it is?
Bought it.
Bought it.
27
© Leftbrain Marketing Inc. All Rights Reserved

27. 28
© Leftbrain Marketing Inc. All Rights Reserved

28. Play nice with Sales
29
© Left Brain Marketing Inc. All Rights Reserved

29. S/M Lead Process
+,-."/*0$:2"2"$ 4",=?4!@$
!"#$!"%$&"'()*'"'
$
$
+,-."/*0$12#)3,/)*$ 6,7"'8)-9"$
4,#,5,'"$
1. Nurture (1 Track)
C(95%#$&$(& ;*'<="$6,7"'
$
Until Score = 50
E88(#$"90$, &
2. Nurture (3 tracks), Inside Sales 'D*3%1&)%*+,&!(F. &
Score = 50-150 & Unknown account
AppExchange
/012"*304,&
3. Push to Sales Team '!%5%#&)%*+,. & ><"7=$6,7"'
$
Score = 150+
3 progressive profile fields,
including Contact Us !"#$"#%&
'!($&)%*+,&-%$.
&
C"1$(G%#HHH
&
&
6"3783%&!"#$"#09:&;#*<=1&&>>>&&?@&/*,&!"#$"#%&&>>>&&AB@&/*,&!"#$"#%&&>>>&&C#(11>D%33&!"#$"#%
30

30. Opportunities for discussion
! Universal lead de nition
! Lead scoring criteria
! Lead ownership & routing
! Inside sales utilization
! Types of nurturing programs
31
© Leftbrain Marketing Inc. All Rights Reserved

31. D. Getting Started
32
© Left Brain Marketing Inc. All Rights Reserved

32. Assess Yourself (& Organization)
33
© Left Brain Marketing Inc. All Rights Reserved

33. What’s Right for My Business?
! “I want to do x” list (short/long-term)
! Build a roadmap
! VW or Ferrari
! Money, Time and People
34
© Leftbrain Marketing Inc. All Rights Reserved

34. Implementation Roadmap
4"(7)A3"*#$ B,'<9$C',0"$ 1=)(/)*$ >277$;*#"0-,/)*$
• C(9I:"#*7(9& • LG*03&6*#=%79:&Q& • LR8*9+&!"#$"#%&& • STU&C*G8*0:9&;%179:&
• J(*+&/*$*K*1%& )%8(#79:& &C*G8*0:91& • L5%9$&)%:01$#*7(91&
• LG*03&;%G83*$%1& • O%K&;#*<=09:&Q& • STU&LG*03&;%179:& • C3(1%+>3((8&)EN&&
• M(#G&N9$%:#*7(9& )%8(#79:& • C*G8*0:9&)%8(#79:& &)%8(#79:&
• O%K10$%&N9$%:#*7(9& • C"1$(G%#&P#(I3%1&Q& • 60<#(10$%&C#%*7(9&
• J%*+&D<(#09:&
D%:G%9$*7(9&
• J*9+09:&P*:%1& • D*3%1&S3%#$1& • D$#*$%:0<&C(91"379:&
• C#%*$%&!"#$"#09:&
• C)6&N9$%:#*7(9& • U%1$&P#*<7<%&C(91"379:& • M"33&N9$%:#*7(9&09$(&
P#(:#*G1&
• J%*+&)("79:& &6=$:TD*3%1&8#(<%11%1&
• /%5%3(8&C(33*$%#*3&
! &
4,A'$DEDF$ 4,A'$DG$E$FG$ 4,A'$FH$E$IJ$ 4,A'$IJ$E$DKJ$
35
© Leftbrain Marketing Inc. All Rights Reserved

35. Selecting a Vendor
@-<#"-<,$$ +1$LD$ M$ N$ F$ G$ H$
L*1%&(4&V1%&& WX@& YX@& WXZ& [XW& BX@& XZ&
)%8(#79:&Q&
S9*3,7<1& BXZ& ?X[& WXZ& YXW& ]XW& XW&
O(#=^(F&
G*8809:& XZ& X@& XZ& ]XZ& ]XW& ZX@&
J%*+&D<(#09:&& XW& X[& X@& ZXW& ]XW& ZX@&
/%8$_&(4&
M"9<7(9*30$,&
09<3"+09:& XW& X@& ZXW& ZX@& ZX@& ZX@&
N9$%:#*7(91&
D*3%1&
S30:9G%9$& XW& ]X[& ZXZ& ZX@& X@& ]XW&
M"9<7(9*30$,&
O)#,7'$ NNPQ$ NJPG$ NJPJ$ MFPN$ MNPJ$ MJPQ$

36. Evaluating your team
! Production requirements
! Strategic skills
! Training (online vs. live vs. one-on-one)
! Agency vs. going it alone?
37
© Leftbrain Marketing Inc. All Rights Reserved

37. Have a plan
38
© Left Brain Marketing Inc. All Rights Reserved

38. Where You Do “the work”
65% - 75% of “the work” in developing a
successful marketing automation program
is done outside the application.
39
© Leftbrain Marketing Inc. All Rights Reserved

39. Map out a plan
! The elements:
• Channels – email, nurturing, web, PPC, SEM, direct mail, webinar,
trade shows, newsletter…
• Teams – marketing, sales, inside sales, telesales
• Products – small, medium, large
• Prospects – buyers, in uencers, researchers
• Buying cycle – awareness, consideration, purchase
• Technology – CRM, marketing automation, email
! Carbon = or
40
© Leftbrain Marketing Inc. All Rights Reserved

40. • 42 emails in 59 days
• 5 emails w/in 2 days
• 3 emails in 1 day
What’s the source of
the problem?
41
© Leftbrain Marketing Inc. All Rights Reserved

41. Create a Vision (w/ Goals)
42
© Left Brain Marketing Inc. All Rights Reserved

42. Lead Gen Stages w/ Targets
43
© Leftbrain Marketing Inc. All Rights Reserved

43. Final Thoughts
! First timer? Get educated.
! Think mid to long term
! It’s where marketing is headed. Take the
leap or start thinking about getting your
teaching credential.
44
© Leftbrain Marketing Inc. All Rights Reserved