This document discusses engagement marketing using marketing automation. It begins by noting that lead generation is the top challenge for many B2B marketing organizations. It then discusses how marketing has traditionally focused on raw leads but should now focus on nurturing buyer relationships using automation. The rest of the document covers how automation can be used to better understand buyers, nurture leads through different content streams, integrate with sales processes, and improve results through reporting. The key points are that lead nurturing improves efficiency and sales outcomes compared to traditional lead generation approaches.

1. Engagement Marketing:
Modern B2B Marketing Using Marketing
Automation
Will Schnabel wschnabel@silverpop.com
VP Business Development, Silverpop Twitter: @wschnabel

2. Silverpop
• Global Marketing
Automation and Email
Service Provider
• 1300+ customers,
2000+ brands
• Seamless Integrations
to CRM and Web
Analytics
• >80M msgs/day sent
across our customer
base

3. Leads = our greatest challenge ...
52% of B2B marketing organizations say
lead generation is their #1 marketing challenge
Sales Process – 10%
Market Definition –
20%
52%
Lead
Product Generation
Marketing –
2% Marketing
Communications – Hiring – 10%
12%
Source: SiriusDecisions

4. Presentation goal: Shift thinking of
B2B marketing from a focus on raw
leads to a focus on managing buyer
dialogue using marketing automation
to nurturing sales-ready relationships
and improve revenues

5. Agenda
• The Nurturing Imperative
• The Changing B2B Buyer
• Marketing Automation Fundamentals
• Case Example
• Q&A

6. The Need for Lead Nurturing

7. B2B marketing is Different
• Direct sales forces
• High-involvement sales process
• Lower volume; higher purchase price
• Rational vs. emotional purchase
• Multiple Stakeholders involved in purchase

8. B2B demand-gen is a numbers game
• Only 2-5% of raw inquiries
coming into the top of the
B2B marketing and sales
‗funnel‘ convert to sales.
• 25-30% of B2B marketing
databases have bad or
incomplete records.
Source: SiriusDecisions, SiriusDecisions 2010
Summit, Scottsdale, Arizona

9. B2B marketing legacy
Source: MarketingSherpa

10. But it is about timing
definitely not ready sort-of-ready
Source: MarketingSherpa, "2010 E-mail
Marketing: Benchmark Report"

11. B2B selling
“[A]nalyze where your
customers are in their decision
cycle and assist in moving them
through to a decision."
Source: R. Jolles, Customer Centered Selling

12. B2B buyer decision cycle
Reconsideration Satisfaction
Selection Acknowledgment
Investigation Decision
Measurement Criteria
Source: R. Jolles

13. B2B buyer decision cycle
Reconsideration Satisfaction
Selection Acknowledgment
Investigation Decision
Measurement Criteria
Source: R. Jolles

14. B2B buyer decision cycle
Reconsideration Satisfaction
Selection Acknowledgment
Investigation Decision
Measurement Criteria
Source: R. Jolles

15. Emerging buying cycle gap ...
Reconsideration Satisfaction
5%
Selection Acknowledgment
79%
Investigation Decision
Source: R. Jolles
Measurement Criteria

16. Emerging buying cycle gap ...
Reconsideration Satisfaction
Selection Acknowledgment
2%
Investigation Decision
2-3%
Source: R. Jolles
Measurement Criteria

17. Emerging buying cycle gap ...
Reconsideration Satisfaction
Selection Acknowledgment
the problem and
opportunity
Investigation Decision
Measurement Criteria
Source: Left Brain Marketing, R. Jolles

18. Inefficient Marketing

19. Lead Nurturing Drives Efficiency

20. Nurturing Improves ROI
• 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

21. B2B Buying in a digital world

22. Power Shift…Buyer 2.0
“[T]he hunter has become
the hunted. Buyers are
more informed and seek
information independent of
sales. ... How sales people
want to sell has little impact
on how buyers are choosing
to buy.‖
Source: SiriusDecisions, ―Marketing Needed for Sales
2.1‖

23. Buyers are turning to online
sources…
Source: Enquiro, ―Integrated Persuasion: Online and
Offline‖

24. Peer influence is king ...
Source: ITSMA, ―How Customers Choose Solution Providers, 2009.‖ Global

25. Education is in... Interruption is out
Permission/
education
Traditional/
interruption
Source: MarketingSherpa, "2009-10 B2B Marketing:
Benchmark Report.― Global data.

26. By 2014…
9,000 email
marketing
messages a year.
…750 a month
…25 each day

27. B2B Buyers Hearing More Noise

28. Enter Marketing Automation

29. Marketing Automation in Action
Marketing
Database

30. Marketing Automation in Action
Lead
Capture
Marketing
Database

31. Marketing Automation in Action
Marketing
Database
Lead
Assessment

32. Marketing Automation in Action
Marketing
Database
Lead
Routing to
Sales

33. Marketing Automation in Action
Marketing
Database
Lead
Nurturing

34. Marketing Automation Capabilities
2. Web Integration &
Inbound Lead Capture
3. Multi-Channel
7. ROI Reporting
Campaign Execution
& Analysis
1. Centralized (e.g email, DM, web, telesales)
Marketing
Database
6. Sales 4. Lead Scoring
Integration & Management
5. Campaign (Nurture)
Automation

35. 1. Centralized Marketing Database

36. Centralize Data
• Consolidate contacts from marketing
efforts and CRM
Initial Cleaning
Marketing
• Age of records?
Database
• Duplicates?
• Ownership?

38. 2. Web Integration and Lead Capture

39. Web Integration
 Website Tracking
 Anonymous
 Identified
 Landing Pages
 Microsites
 Dynamic Content
 Registration Forms

40. Integrated Landing Page/Lead
Form

41. Progressive profiling – Like Dating
1st
contact
2nd/3rd
contact
later
contact +
behavioral
Source: MarketingSherpa and KnowledgeStorm,
―Connecting Through Content"

42. Progressive profiling - collection
2. Returning Leads – 3. Returning Leads –
1. Basic Lead Form
Pre Populate Pre-Populate – Gather More
4. Returning leads –
Personalize – Pre-Populate –
Progressively Gather More

43. 3. Email Infrastructure

44. Direct Marketing Channels
Email
Mobile/SMS
Dynamic Landing Pages
Marketing
Database
Share-to-Social
DM with PURLs
TeleQualification

45. 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

46. Messages Need to Be Delivered
• Opt-in/Opt-Out/Legislative Compliance
• Content
– SPAM Scoring
– Inbox Preview
• Identity & Reputation
– IP Segmentation
• Volume
– Consistency

47. Messages can be shared

49. Best time to send?

50. Right Message, Right Time

51. Send Time Optimization
75% increase in revenue
2X conversion rate
30% increase in number of orders per
program
50% increase in open rates
22% lift in conversion rates

52. 4. Automated Lead Scoring

53. The Lead Challenge
Right Target
Target Fit Buyer
Profile
(You want to
talk to them)
Highly
Engage
d
Web Behaviour/Interest
(They want to talk to you)

54. Lead Definition
Source: SiriusDecisions

55. The Lead Puzzle
Demographic
VP Sales
Evaluating
Download a
Solutions
Whitepaper
BANT
Visited
Website Last $100M
5000
Has Week Company
Employees
2009
Budget
Needs Activity
Fit
Solution
55

56. Integrated Lead Scoring
Lead Breakdown
A, 600
B, 2000
D, 6500
C, 2500

57. 5. Lead Nurture Campaigns

58. Email Nurturing
• Level 1: Batch and Blast
• Level 2: Simple Drip Campaigns
• Level 3: Multi-Track, Multi-Step
Programs

59. Email Nurturing
• Level 1: Batch and Blast
• Create List, Hit Send!

60. Email Nurturing
• Level 2: Simple Drip Campaigns
eBook Link to On-Demand Sales
Registration
Delivered Demo Webinar Intro
Day 0 Immediate Day 2 Day 7 Day 14

61. Email Nurturing
• Level 3: Multi-Track, Multi-Step
Programs
• Triggered Communications
• Match Content to Buyer Stage
• Utilize Buyer Personas and 1-to-1
targeting
• Scoring/Routing drives next touch point

62. Source: Annuitas Group, Silverpop
Training schedules/How To‘s
Post-Purchase
New product announcements
Win/Loss
Customer Satisfaction Surveys
Selection-
Fact sheets, Implementation Plans,
(SQL)
Competitive comparison charts
Evaluation –
Product Demos, short videos, testimonials
product specifications
(SAL)
Content Mapping
Consideration-
Internal whitepapers, vendor sponsored
webcasts, case studies, customer
(MQL)
testimonials
3rd-party whitepapers, webcasts.
Inquiry
Advertised events, brochures.
Sales Director
Demand Gen
CRM Admin
SEGMENT /
Marketing/
PERSONA
Specialist/
Marketing
Director
Admin

63. Nurturing path = the dynamic campaign
Source: The Annuitas Group

64. When should sales pounce?

65. 6. Sales Integration and
Collaboration

66. Before calling a prospect ...
―The sales rep must come to a
meeting prepared to discuss the
buyer's specific business — yet
31% of sales reps are not
prepared with even a basic
level of Web available
information before taking a
buyer's valuable time. Only 16%
are extremely prepared.‖
Source: Technology Marketing Blog (IDC), ―Sales
Enablement and the Year of the Sales Rep‖

67. CRM Synchronization
Marketing Automation CRM
Leads/Contacts
Accounts
Programs
Marketing Activities
Opportunities/€€s

68. Sales Visibility (Lead Activity)

69. Sales Visibility (Lead Activity)

70. Sales Control over Nurturing

71. Sales Routing and Alerting

72. 7. Reporting and Analysis

73. Monitor the Nurturing Process
 Process Reports
 Campaign reports
 Email reports
 Custom reports
 ROI Reports
 Revenue Pipeline
 Waterfall Reports

74. Tracking Revenue Pipeline
Impressions
Inquiries Marketing
Marketing Qualified
Sales Accepted
Sales Qualified
Sales
New Business
Nurture Programs = Revenue Acceleration

75. Case Example

76. Case Example: Kopijyvä
Inbound leads
begin at the
Kopijyvä website

77. Kopijyvä: Lead Capture
Communication
streams begin
based on
submitting email
address as part of
service quote

78. Kopijyvä: Follow-up Email
New email sent
every two weeks
• Inform on various
services
Emails contain active
offers and links
• Various Services
• More Information
• Offers

79. Kopijyvä: Microsites
Microsite includes links
for more information or
to connect with sales
Same Look and Feel
as Email

80. Summary of the Program
• Developed 10 different pieces of content (email +
microsite)
• New material sent every two week, with total program no
more than 5 months
• Reminders sent for those who didn‘t open
– After 1 month
– After 3 months
• Leads scored based on activity and behavour of contacts
• Most active leads sent to sales

81. Initial Results- Newsletter Sending
120.0 %
100.0 %
100.0 %
90.2 %
80.0 %
60.0 %
40.0 %
25.0 %
20.0 %
8.5 %
0.8 %
0.0 %
Sent Received Opened Clicked Unsubsribed

82. Initial Results- Website Visitor
Tracking
Identified Visitors
30.0 %
28.2 %
25.0 %
20.0 %
15.0 %
12.5 %
10.0 %
5.0 %
0.0 % 0.0 % 0.0 %
Viikko -2 Viikko -1 Lähetysviikko 1 Lähetysviikko 2

83. Closing Points

84. CRM vs MA vs Pure Email
CRM MA Email
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
Source: Left Brain Marketing

85. Is it worth it?
•
400 Increased No. of New Leads Generated
%
through existing demand gen activities
•
5x Increased No. of qualified leads sent to
sales
2x
• Improved Sales Close Rates
25
%
• Reduced Cost per Sale

86. Summary
• Dialog Marketing = Nurturing
• Lead nurturing accelerates sales opportunities
• Marketing Automation can scale the dialog
• There is high ROI and Benefits

87. eBook: www.silverpop.com/suomi

88. Thank you!
• E-mail: wschnabel@silverpop.com
• Twitter: @wschnabel
• Resources: www.silverpop.com/suomi