The marketing automation manual part 1

THE MARKETING AUTOMATION MANUAL
PART I: THE BASICS
Tocquigny
2901 Via Fortuna
Building #6, Suite 100
Austin, Texas 78746
www.tocquigny.com
@Tocquigny

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1. 3 reasons why digital marketing matters
2. Assess your website
3. Data may be your most valuable asset
4. Why is data important to your business?
5. What are cookies?
6. What is marketing automation?
7. How is marketing automation different from CRM?
After this presentation, you’ll be ready for Part 2: The Dive.
AGENDA

3 REASONS WHY DIGITAL
MARKETING MATTERS

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1. All businesses are being
disrupted by competitors who
are expertly using digital
marketing.

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2. Digital marketing is the most
cost-effective way to acquire
customers.

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3. This is what your customers
want: 60% of the BtoB
buying cycle occurs before
your customer speaks to a
salesperson.

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 Your company website is the foundation for all marketing activities.
 It’s the first place people go in order to learn more about you. It tells your
story. It positions you against your competitors.
 It tells the audience what you want them to do. Your CTA should be
evident throughout.
 It captures leads for your business.
YOURWEBSITEISYOURMARKETINGFOUNDATION

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1. Is the site customer centric?
− Who is your customer? Is your website speaking to them or are you
addressing multiple audiences with a generic message?
− What do your customers want to know when they come to your
website?
− Is that message loud and clear on your home page?
− How many clicks does it take to get the information your visitors need?
2. Is there a strong CTA on your home page?
− What do you want your visitors to do when they get to your site?
− Is this clear on the home page?
− Are you measuring the effectiveness of your CTA?
3. Is the site optimized for search?
4. Is the site design mobile enabled to show up well on mobile devices?
5. Is the site building your database?
6. What are you doing with that data?
ASKTHESE6QUESTIONS

DATA MAY BE YOUR MOST
VALUABLE ASSET

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We speak about many forms of data:
 Contact data
 Marketing data
 Sales data
 Financial data
 Past, current and projected data
DATAISALOADEDWORDTHESEDAYS

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 High-quality data correlates to 39% more sales closes
& 66% more revenue.
 25% of a field sales rep’s selling time is wasted with
incorrect data.
CONTACTDATA:YOURBUSINESSASSET
Gartner 2013, IDC 2013, Alinean 2013, Discover.org 2013, Data.com

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CHALLENGE:DATAHYGIENE
Salesfore.com

WHY IS DATA IMPORTANT
TO YOUR BUSINESS?

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 With decentralized data, there is no
ability to monitor opt-outs or the
frequency of communications
 Can result in “spamming” and over
communicating -- with the result of an
immediate opt-out
INTEGRATED DATAENABLESBETTER MARKETINGPRACTICES
 Deliverability services to ensure
messages reach audience
 Monitoring of spam complaints and
bounces
Typical current state Future state
?
 Inbox Monitoring: verify that valid domains are
being populated in lists to maximize effectiveness
of campaigns
 Message Rendering: test messages to ensure
an optimal reading experience across desktop,
webmail and mobile devices
 Mailbox Analysis: measure how people receive
your email and optimize based on email client or
device
 Blacklist Monitoring: safeguard the reputation of
your domain or IP address with immediate alerts
for any blacklisting of your sending domains

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 With decentralized data, there is no
ability to track results across your
company or set benchmarks
 No web tracking
INTEGRATED DATAENABLESEFFECTIVEREPORTING
 Ability to see results across all campaigns,
brands and regions
 Standard reports out-of-the-box, plus custom
reporting capability
 Visibility into web activity
 Sales reps can see web activity, marketing
responses, etc., through their CRM
?

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DATAALLOWSYOUTOTRACK
Anonymous Data
Tracking with most analytics platforms does
not allow for an individualized look at user
actions, but rather a summary of all behavior.
Individual actions are reported in total and
thus indicate larger trends and behavior.
Individualized Data
Marketing automation platforms use cookies
to align user actions with individuals. Actions
are not anonymous and can be analyzed by
looking at specific visitors.
2.8% 2.8% 2.7%
1.5%
3.1%
2.2%4.2% 1.3%
0.6% 0.9%
0.9%
Marketing
Automation
Platform

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A SOFTWARE PLATFORM that automates repetitive
tasks
Combined with a METHODOLOGY for managing a
company’s interactions with buyers through the entire
customer decision journey
To enable more predictable, rapid revenue growth.
MARKETINGAUTOMATION IS…

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 No standard definition of a “lead”
 All respondents are sent to sales, whether truly
“sales ready” or not
 Qualification is performed by reps, which is time-
consuming and subjective
 Non-qualified leads … what happens to them?
TYPICALCURRENTSTATE

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MARKETINGAUTOMATIONATTRIBUTES
 Leads are automatically qualified based on pre-
defined criteria
 Only “sales ready” leads are sent to reps
 Unqualified leads can automatically funnel into a
nurture program, until sales ready

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MARKETING&SALESFUNNELTRACKING
Prospect to MQL
From prospect to marketing-qualified lead
(MQL), or a prospect who has been exposed to
enough content to be considered “warm” for a
sales discussion
MQL to SAL
From MQL to sales-accepted lead (SAL), or
when initial contact is made with an MQL to
validate interest
SAL to SQL
From SAL to sales-qualified lead (SQL), or when
an sales representative determines an SAL is
ready to buy
SQL to Sale
Prospect
MQL
SAL
SQL
Closed/Won
Sirius Decisions

HOW IS MARKETING
AUTOMATION DIFFERENT
FROM CRM?

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 No consistency in data format
 Difficult to pull lists or segment data
 Impossible to have a clear view of
customers and/or prospects
CHALLENGE:DATAINTEGRATIONINCLUDINGMAP&CRM
 Standardized data format
 Easy segmentation, enabling
targeted emails
 Simple views of best customers,
hottest prospects, etc.

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 Tweak your website to make sure it is meeting minimal
requirements
 Assess your data situation
 Identify MAPs that fit your business needs and budget
 Select 3 MAPs for an in-depth review or trial
 Share the experience
 Master Part 2: The Dive
FIRSTSTEPS

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See you in Part 2 of
The Marketing Automation Manual
Contact Tom Fornoff
512.532.2912
tfornoff@tocquigny.com

The marketing automation manual part 1

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