DOCSLIB.ORG

MARKETING AUTOMATION Solution Study

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
MARKETING AUTOMATION Solution Study MARKETING AUTOMATION Solution Study Insights, Landscape, & Vendor Analysis MARKETING AUTOMATION Solution Study Table of Contents 1 Executive Summary 03 2 What is Marketing Automation? 05 4 Benefits of Marketing Automation 08 5 Marketing Automation Deployment Lifecycle 11 6 Vendor Selection Criteria 13 7 Marketing Automation Solutions Landscape 18 8 Analyst Bottom Line 23 Action Plan 24 Our Solution Study Methodology 34 About Demand Metric 35 MARKETING AUTOMATION SOLUTION STUDY Executive Summary EXECUTIVE SUMMARY MARKETING AUTOMATION SOLUTION STUDY 4 Executive Summary Effective Sales Enablement is a multi-stage process. In our Sales Enable- This Solution Study covers: ment Solution Study Series, we examine each functional area of Sales 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 a Benefits of Marketing Automation baseline understanding of the Marketing Automation landscape. If your organization is considering Marketing Automation software, currently Marketing Automation implementing a Marketing Automation system, or providing a Marketing Deployment Lifecycle Automation-related product or service, this report will provide you with fresh insights on the landscape, technology, strategies, and vendor solutions. Vendor Selection Criteria Marketing Automation Solutions Landscape Action Plan THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 5 MARKETING AUTOMATION SOLUTION STUDY What is Marketing Automation? WHAT IS MARKETING AUTOMATION? MARKETING AUTOMATION SOLUTION STUDY 6 What is Marketing Automation? Demand Metric defines Marketing Automation (MA) as: The strategies, processes, and software technology that enable marketing departments to automate, measure, and improve the Email performance of marketing strategies, activities, Marketing and workflows. Lead Management These strategies and activities include: Email Marketing, Multi-channel Foundational Campaign Management, Inbound/Search Marketing, Landing Pages, Features Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, of MA Systems Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing, and Marketing Analytics. Campaign The four foundational functions of marketing automation systems are – Management email marketing, campaign management, lead management, and reporting Reporting and analysis. and Analysis While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system. SALES ENABLEMENT ROLES MATRIX MARKETING AUTOMATION SOLUTION STUDY 7 Sales Enablement Roles Matrix ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS 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 Data Management Lead Scoring & Nurturing Asset Mgmt. & MRM Proposals, Presentations 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. Up-sell/Cross Sell Contact Management Sales Content Portal Sales Scripts Opportunity Metrics 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 Customer Insight/Feedback Online Community Requests Accounting/Billing/ERP FAQs, SLA Net Promoter Score (NPS) THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 8 MARKETING AUTOMATION SOLUTION STUDY Benefits of Marketing Automation BENEFITS OF MARKETING AUTOMATION MARKETING AUTOMATION SOLUTION STUDY 9 Benefits of Marketing Automation Here we explore the fundamental features/benefits of a typical Marketing Automation solution. We will explore the advanced and emerging features and benefits, such as engagement marketing and channel marketing automation, in the Marketing Auto- mation Solutions Landscape section of this report. Implementing a Marketing Automation system offers the following major benefits to the marketing organization: Aligns Sales & Marketing Develops Multi-Channel Marketing Alignment occurs when sales and marketing can agree on Campaigns the definition of a qualified lead, systems are integrated to Across multiple channels for email, web, mobile, events, provide visibility into activities and results and the loop is and social media. The use of a multi-channel approach can closed between the lead source and revenue generated. drastically reduce acquisition costs for new prospects and opportunities. Improves Accountability & Credibility Manages Marketing Resources When deployed properly, Marketing Automation solutions When key marketing processes are automated, fewer increase credibility by providing a system of record that resources are required to manage new opportunities. tracks and measures marketing activities and business results for the marketing organization. BENEFITS OF MARKETING AUTOMATION MARKETING AUTOMATION SOLUTION STUDY 10 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 to Total Marketing Revenue Contribution sales in: Higher Revenue Per Sale Lead to Closed Sale Conversion % Quality of Leads Passed to Sales % of Leads Accepted by Sales Quantity of Leads Generated Measures and Improves Revenue Performance Revenue analytics on prospect behaviors and campaign ROI provide marketers with the insight needed to optimize spending on the most profitable marketing programs. Download and complete Demand Metric’s Marketing Automation Maturity Assessment to evaluate the effectiveness and identify VIEW RESOURCE any weaknesses of your Marketing Automation system. THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 11 MARKETING AUTOMATION SOLUTION STUDY Marketing Automation Deployment Lifecycle MARKETING AUTOMATION DEPLOYMENT LIFECYCLE MARKETING AUTOMATION SOLUTION STUDY 12 Marketing Automation Deployment Lifecycle As noted previously, the maturing of the Marketing Automation market means A Marketing Automation deployment lifecycle typically begins with email that Marketing Automation has become an integral part of Sales Enablement, marketing and often moves through the marketing department as follows: as illustrated by our Sales Enablement Roles Matrix (page 7). FIGURE 1: MARKETING AUTOMATION DEPLOYMENT LIFECYCLE As you will see, Marketing Automation and related Marketing Resource Management (MRM) products and services are associated with the following roles and processes: 10 1 Senior Management uses MRM to support budget and planning, perfor- Revenue Email Analytics Marketing mance reviews, and the retention of sales reps. 9 Sales Operations uses Marketing Automation to support sales fore- 2 Behavior casting, territory management, and sales compensation. Landing Pages Tracking & Forms Marketing Operations uses Marketing Automation to support budgeting, campaign analysis, and lead qualification. 8 3 Demand Generation uses Marketing Automation to support advertising Social/Mobile Web Traffic Marketing Analytics campaigns, lead generation, and event marketing. Deployment of a Marketing Automation solution
Load more

Recommended publications
  • Lead Scoring
    The Grande Guide to Lead Scoring Brought to you by © 2010 ELOQUA CORPORATION The Grande Guide to Lead Scoring 01 The Grande Guide to Lead Scoring What’s a “Grande Guide”? marketing group. How do you send all those leads to sales? > We know what the typical day is like for marketers. After Most marketing organizations simply hand-off a huge list of all, we are marketers ourselves. Between brainstorming names, or upload them to the sales database, then sit back and strategy sessions, last-minute requests and and expect sales to call them all. After a few calls, most impromptu meetings (“It’ll just take a minute, really!”), salespeople give up, deriding the leads as “junk.” And so the and trips to meet customers, you can barely find time to finger pointing begins. breathe, never mind keep up with the latest marketing trends. That’s why we’ve developed the Grande Guide > This kind of interaction is counter-productive and causes series. In the time it takes you to drink a cup of coffee, enormous inefficiencies across the organization’s revenue- you can become proficient in a key marketing topic, in bearing teams. It can put enormous strain on sales this case, lead scoring. productivity. As your sales reps work furiously to stay afloat, they’re becoming inefficient in their daily tasks … undermining What is Lead Scoring? the goal of doing more with less. > Lead scoring is an objective ranking of one sales lead According to Aberdeen Research, companies that get lead scoring right against another. This not only helps align the right have a 192% higher average lead qualification rate than those that do not.
    [Show full text]
  • Lead Scoring
    The Grande Guide to Lead Scoring Brought to you by © 2010 ELOQUA CORPORATION The Grande Guide to Lead Scoring 01 The Grande Guide to Lead Scoring What’s a “Grande Guide”? marketing group. How do you send all those leads to sales? > We know what the typical day is like for marketers. After Most marketing organizations simply hand-off a huge list of all, we are marketers ourselves. Between brainstorming names, or upload them to the sales database, then sit back and strategy sessions, last-minute requests and and expect sales to call them all. After a few calls, most impromptu meetings (“It’ll just take a minute, really!”), salespeople give up, deriding the leads as “junk.” And so the and trips to meet customers, you can barely find time to finger pointing begins. breathe, never mind keep up with the latest marketing trends. That’s why we’ve developed the Grande Guide > This kind of interaction is counter-productive and causes series. In the time it takes you to drink a cup of coffee, enormous inefficiencies across the organization’s revenue- you can become proficient in a key marketing topic, in bearing teams. It can put enormous strain on sales this case, lead scoring. productivity. As your sales reps work furiously to stay afloat, they’re becoming inefficient in their daily tasks … undermining What is Lead Scoring? the goal of doing more with less. > Lead scoring is an objective ranking of one sales lead According to Aberdeen Research, companies that get lead scoring right against another. This not only helps align the right have a 192% higher average lead qualification rate than those that do not.
    [Show full text]
  • Demand Generation Strategy Playbook Do You Want to Create Need for a Product and Pass on Qualified Leads to Your Sales Team?
    Demand Generation Strategy Playbook Do you want to create need for a product and pass on qualified leads to your sales team? Of course you do. But you’ll need a demand generation strategy to do it right. We put together this guide to help you do just that. You’ll get the resources and tips you need to identify audiences, set up a demand gen funnel, and optimize it for further growth. Throughout the guide, we’ll be using an example company called Remote Retreats. It’s an event planning agency that coordinates corporate retreats in North America, putting the messiness of travel and logistics into the hands of experts. Let’s start strategizing. Chapters What is Demand Generation Marketing? Step 1: Define Your Audience Step 2: Make Goals and Create Your Funnel Step 3: Set Up the Tools You Need Step 4: Experiment with Paid Channels Step 5: Measure Your Successes DEMAND GENERATION STRATEGY PLAYBOOK INTRO What is demand generation marketing? 1 DEMAND GENERATION STRATEGY PLAYBOOK A simple definition of demand generation: Demand generation marketing creates need for a product or service with the goal of passing qualified leads to the sales team. INTRO: WHAT IS DEMAND GENERATION MARKETING | BUYSELLADS.COM 1 DEMAND GENERATION STRATEGY PLAYBOOK What sets demand generation apart Marketing and sales funnels are connected Demand generation covers the entire marketing process from awareness to sale. It’s a holistic, usually lengthy approach made up of different touch points and tactics. Most demand generation marketers use the trusted marketing or conversion funnel to visualize strategies. This shows how demand generation covers the entire funnel from top to bottom, including how marketers plan on re-engaging past customers to make more sales.
    [Show full text]
  • Predictive, AI, ML
    ShopIQ Brochure About ShopIQ ShopIQ offers enterprise-grade advanced eCommerce analytics solution for deducing the user behavior on your online store through various KPIs and machine learning models. It will enable you to identify critical opportunities and predict patterns to drive more business to your eCommerce store. Predicting user behavior and person- alized experience is the key to remain competitive. The solution provides a robust interface, powerful analyt- ics capabilities, and real-time mechanism that will con- nect all touchpoints and will help you improve sales and achieve higher revenue goals. Optimize customer jour- neys, drive functional enhancements and improve overall customer experience. Watch Video Features 25+ 275+ Quick Setup Dashboards Data Streams Get started within minutes quickly with basic features. 165+ Fully featured Analyzed Charts Single e-commerce app to analyze user behavior, engage- ment, marketing, sales, products, brands and more. Real-time Analyze and gain insights based on actual clickstream data and stop relying on sampled data. Work with sub-second latency. Keep a track of every activity on your online store in real-time and make quick business decisions. ML & AI integrated platform Built-in capability for AI and ML. Integrate advanced ma- chine learning capabilities to take critical data-driven busi- ness decisions faster. Use predictive models to analyze the pattern, segment customers and boost conversion. Boost conversions Better customer experience Improve revenue Save operational costs Drive functional enhancements Built-in lead scoring Abandoned cart/wishlist analysis Generate customer lifetime value Predictive inventory modeling Features Contd. Predictive Lead Scoring Inventory Prediction Determine propensity score for your online visitors and ShopIQ’s inventory analysis model uses past sales data to know how valuable a particular customer is for your brand determine the quantity of a product required in the inven- based on their online behavior and level of interest.
    [Show full text]