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AUTOMATION
Solution Study
Table of Contents
1 Executive Summary 03
Action Plan 24
Executive Summary
MARKETING AUTOMATION SOLUTION STUDY 4
Executive Summary
Effective Sales Enablement is a multi-stage process. In our Sales Enable-
ment Solution Study Series, we examine each functional area of Sales
This Solution Study covers:
Enablement, from initial marketing and sales alignment to the final deal
close and revenue capture.
What is Marketing Automation?
In this report, we focus on the second of the two foundation technolo-
gies of Sales Enablement – Marketing Automation.
The insights and analysis presented in this report provide marketers with Benefits of Marketing Automation
a baseline understanding of the Marketing Automation landscape.
Marketing Automation
Solutions Landscape
Action Plan
THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 5
MARKETING AUTOMATION
Solution Study
Foundational
Features
These strategies and activities include: Email Marketing, Multi-channel of MA Systems
Campaign Management, Inbound/Search Marketing, Landing Pages,
Lead Generation, Lead Management, Lead Scoring, Lead Nurturing,
Social Marketing, Marketing Resource Management, Event Manage-
Campaign
Management
ment, Engagement Marketing, and Marketing Analytics.
Reporting
The four foundational functions of marketing automation systems are and Analysis
– email marketing, campaign management, lead management, and
reporting and analysis.
Revenue Accountability Budgeting & Planning CRM Thought Leadership Blog Revenue by Channel
Senior
Staffing & Channel Management Performance Reviews & QA Business Intelligence Webinar Presentations Customer Lifetime Value, NPS
Management
Reporting to CEO/Board Recruitment & Retention MRM Conference Keynotes Return on Customer (ROC)
New Product Development Product Launch Product Mgmt. System Data Sheets, Whitepapers Market Share, Profitability
Product
Create Sales Tools/Guides Win/Loss Analysis Enterprise Feedback/Survey Case Studies/Testimonials Brand Equity
Management
Messaging & Positioning Competitive Analysis Content Management Competitive Analysis Content Usage
Build Reports & Dashboards Sales Forecasting CRM Compensation Model % Quota Achieved
Sales Operations Monitor Sales Productivity Territory Management Proposal/CPQ TCO/ROI Calculators Sales Cost/Revenue Ratio
Data Management Sales Compensation Sales Content Portal Sales Playbooks Incentive vs. Quota Ratio
Build Reports & Dashboards Marketing Budget CRM & Marketing Automation Buyer Personas Sales Qualified Leads
Marketing
Marketing Systems Admin Campaign Analysis Analytics & B.I. Customer Journey Map Cost Per Lead (CPL)
Operations Proposals, Presentations
Data Management Lead Scoring & Nurturing Asset Mgmt. & MRM Cost of Acquisition (CAC)
Lead Generation & Events Advertising/Sponsorship Marketing Automation/Email How-To Guides Campaign ROI, Email Metrics
Demand
Branding & Social Media Lead Generation & Appointments Digital Asset Management Research Reports Marketing Qualified Leads
Generation
Content Marketing Tradeshows & Webinars Event/Survey Management Webinars Contribution to Pipeline
Customer Acquisition Sales Process CRM New Features/Ideas for R&D % Quota Achieved
Sales/Account
Customer Retention Opportunity Management Proposal/CPQ Objection Responses Renewal Rate, Revenue
Mgmt. Opportunity Metrics
Up-sell/Cross Sell Contact Management Sales Content Portal Sales Scripts
Staffing for Sales Enablement Recruiting & Hiring HRIS Job Descriptions Avg. Time to Achieve Quota
Human
Sales Training New Rep Onboarding Learning Management System Quality Assurance/Coaching % Unsuccessful Hires
Resources Performance Management Performance & Firing LinkedIn & Job Websites Sales Training Manual # CV/Resume Submissions
Customer Service/Support Helpdesk (phone support) Customer Support, Twitter New Features/Ideas for R&D Avg. Time to Resolution
Customer
Identify Sales Opportunities Email Support (case/ticket) CRM, Order Management Support Scripts % Escalations to Tier 2
Support Accounting/Billing/ERP
Customer Insight/Feedback Online Community Requests FAQs, SLA Net Promoter Score (NPS)
THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 8
MARKETING AUTOMATION
Solution Study
Benefits of
Marketing Automation
MARKETING AUTOMATION SOLUTION STUDY 9
Improves Lead Lifecycle Management Additionally, the marketing organization can reduce expenditures and
more effectively manage marketing resources to deliver:
For lead generation, qualification, scoring, nurturing and
tracking and provide higher quality, more closeable leads Total Marketing Revenue Contribution
to sales in: Higher Revenue Per Sale
MARKETING AUTOMATION
Solution Study
Marketing Automation
Deployment Lifecycle
MARKETING AUTOMATION SOLUTION STUDY 12
MARKETING AUTOMATION
Solution Study
Landing Pages, Web Forms, Surveys, Web Analytics & Visitor Tracking, Multi-channel Campaign Management,
STANDARD Campaign Measurement & Reporting, Lead Capture & Scoring, CRM Integration, Analytics, SEO
Social Marketing, Mobile Marketing, Online Advertising & Paid Search, Project Management,
COMPREHENSIVE
Channel/Partner Marketing, Website Management, Asset Management, Content Management
General/System
Secure Web Access for Remote Users Automation
Auto-responder emails sent upon form conversion
Easy & Intuitive User Interface
Leads are scored based on profile & activity history
No IT Staff Required for Set-up or Maintenance Leads routed based on lead assignment rules
Free Trial is Available to Test-Drive System Dynamic marketing campaigns based on if/then logic or behavior
Microsoft Outlook Email Integration Lead Scoring – Scores explicit data & behavioral data
Lead Nurturing – Prospects can be added to drip marketing campaigns
Microsoft Excel Import/Export
Landing Pages & Forms
Bi-directional CRM System Integration (Salesforce.com, etc.)
Customizable fields
Marketing Automation Fundamentals Invalid/free email address blocker
Dynamic insertion of variables & tracked URLs Integrates multiple channels on one platform
Lists can be imported, updated, and segmented Reports and analyzes budget and campaign response
Automatic de-duplication of contact records Chat – Supports proactive and reactive chat integrated with website
Email campaign scheduling & automation
Data Management
Web Analytics
De-duplication, validation, append
Individual user behavior tracking (micro-analytics)
Enrichment (integration with D&B, GroupOne, etc.)
Identification of anonymous companies (WHOIS)
Digital Asset Management – Supports repository, user access control,
Captures prospect’s data for incomplete forms
personalization, and localization of content
Tracks entry/exit pages & referral source identifies search terms
used to find your website Web Content Management – Creates, manages, and delivers personal-
Daily visitor activity reports (automatically sent to sales/marketing users) ized online experiences through mobile, social, and ecommerce
VENDOR SELECTION CRITERIA MARKETING AUTOMATION SOLUTION STUDY 16
Profiling – Sales users can update prospect profile to automate lead scoring
Last Activity – Sales users can view & sort prospects based on last activity
Advanced Functionality
Lead Scoring Integrated Digital Asset Management – Personalized output in multiple
Centralized scoring based on pre-determined criteria channels with precise control over user rights
Supports multiple scoring models to segment based on different Social Marketing – Publishing, monitoring, and analytics
product lines, geographies, behaviors, or loyalty levels
Mobile Marketing – Universal, all-device access; responsive design and
3-D Lead Scoring – Scoring based on activity profile, engagement level, SDKs
and lifecycle stage
Personalized, Localized, Multi-channel Engagement – Web and mobile
Email/Web Analytics Application Integration (Google Analytics, etc.) engagement by individual user activity and interest
Paid Search Application Integration (Google AdWords, etc.) Marketing Performance Tracking – ROI tracking and reporting
Marketing Campaign ROI (search, direct mail, PPC, cold-calling, trade- Behavior Tracking
show, etc.)
Records individual-level profiles of the Web visits and other activities
Closed-Loop Reporting – All sales can be traced back to original lead Delivers relevant messages to users based on online behavior
source
Revenue Analytics – Revenue analytics can import CRM opportunity data
Event Management – Automation of pre- and post-event marketing
and relate it to marketing campaigns for ROI analysis
activities
Integrated Channels
SMS – Supports personalized text messaging
RSS – Supports creation and management of RSS
Digital Direct Mail – Creates and sends personalized mail
Voicemail – Sends personalized, individual or batch
Text-To-Voice – Computer generated voice from script
Call Center – Integration with Telemarketing/Inside Sales
THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 18
MARKETING AUTOMATION
Solution Study
Marketing Automation
Solutions Landscape
MARKETING AUTOMATION SOLUTION STUDY 19
Personalization - Customer profiling has matured from capturing activity Playing Field
to tracking behaviors by both known and anonymous website visitors,
which can be linked to social profiles and provide the capability for real- Across the Marketing Automation Landscape, solutions fall into four
time responses to website visits, landing page activity, or campaign tiers based on the features and functionality of their offerings:
interaction. Basic - Lead, Campaign & Management, Email Marketing
Performance Measurement - Analytics have matured from website activity Standard - Landing Pages/Web Forms/Surveys, Web Analytics/Visitor
and traffic reports to provide detailed measurements of multi-channel Tracking, Multi-channel Campaign Management, Analytics/SEO,
campaign performance. Revenue analytics track prospects over time, Campaign Measurement & Reporting, Lead Capture & Scoring, CRM
providing reports on buying cycles and marketing effectiveness. Integration
M A R K E T I N G AU TO M AT I O N
ACTION PLAN
Follow this simple, step-by-step methodology to develop a marketing automation plan that increases
sales, builds customer insights, and grows brand awareness.
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 25
1 Evaluate
5 Request
VIEW RESOURCE
6 Identify
7 Select
8 Strategize
9 Measure
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 26
1 Evaluate
5 Request
VIEW RESOURCE
6 Identify
7 Select
8 Strategize
9 Measure
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 27
1 Evaluate
3 Develop
Develop a solid plan and goals for the next 12-18 months for
your Sales Intelligence initiative with our Marketing Automa-
4 Understand
tion Strategy Scorecard.
5 Request
VIEW RESOURCE
6 Identify
7 Select
8 Strategize
9 Measure
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 28
1 Evaluate
7 Select
8 Strategize
9 Measure
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 29
1 Evaluate
5
dard proposal template for your organization.
Request
6 Identify
VIEW RESOURCE
7 Select
8 Strategize
9 Measure
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 30
1 Evaluate
6
send your use cases to vendor in advance of demo
Identify
define meeting length (max 1 hour) up front
don’t let vendor control the demo
7 Select
rate each vendor using a scorecard
have vendor demo their solution to your top use cases
8 Strategize
make list of key items that vendor doesn’t have clear answers for
set clear expectations around follow-up and timeframes
9 Measure
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 31
1 Evaluate
5 Request
VIEW RESOURCE
6 Identify
7 Select
8 Strategize
9 Measure
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 32
1 Evaluate
5 Request
MARKETING COMMUNICATIONS PLAN
Playbook & Toolkit
6 Identify
VIEW RESOURCE
7 Select
Follow this simple step-by-step playbook to create a marketing communications
plan that supports its marketing strategy.
8 Strategize
9 Measure
ACTION PLAN MARKETING AUTOMATION SOLUTION STUDY 33
1 Evaluate
3 Develop Measure and track the progress and results of your Sales
Intelligence initiative with our Marketing Automation Metrics
Dashboard.
4 Understand
Use our Marketing Automation ROI Calculator to understand
the impact your Marketing Automation system is having on your
5 Request business.
6 Identify
VIEW RESOURCE
7 Select
8 Strategize
9 Measure
MARKETING AUTOMATION SOLUTION STUDY 34
Solution Study Tool-kits are designed to provide marketers with the Sales Communication
tools & templates they need to plan for an initiative in a given focus Sales Intelligence
area, analyze the vendor landscape, and select the best vendor for
Social Media Marketing
their organization.
Video Marketing
MARKETING AUTOMATION SOLUTION STUDY 35
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