Marketing Automation Summit, September 30th 2016

The economical impact of having a predictable performance driven marketing machine

Revenue Rock Stars

renout.van.hove@thom.eu/renoutvanhove

/THOM_News

Marketing Automation Summit, September 30th 2016

The economical impact of having a predictable performance driven marketing machine

Revenue Rock Stars

renout.van.hove@thom.eu/renoutvanhove

/THOM_News

• Transparency• The Business Case• Accountability & measurement

Marketing Automation Summit, September 30th 2016

• Approach, People & skills

Transparency becomes an important

requirement.

Optimistic Marketers

Measuring all touch points becomes more important than ever.

Marketing departments need to be aware of their accountability

Campaign ROI is attributed to each respective channel in our mix Y/N

We report confidently about our single customer view, also multi-device Y/N

Customer journey maps justify our campaign budget allocation Y/N

We attribute digital campaign budgets to offline revenue Y/N

Data drives almost every decision that our marketing team makes Y/N

How do you measure up?

DON’T HAVE A CLUE? CONTACT US: renout.van.hove@thom.eu

7

It’s possible more than ever by embracing Marketing Automation

Important drivers for implementing Marketing Automation

Enhanced targeting and personalization47%

Improved lead management and nurturing43%

Increased efficiency and productivity38%

Resulting in both quick wins and strategic benefits

CHANGE THE GAME

STRATEGIC ROI

Behavioral targeting, dynamic segmentation

Rethinking customer journeys

Source: Marketo, Nucelus Research, Forrester

QUICK WINS

TACTICAL ROI

Email performance improvement

Event attendance improvement

DO THINGS DIFFERENTLY

OPERATIONAL ROI

Alignment with salesMarketing Application stack consolidation& simplification

Automate manual time-consuming tasks

Improved content usage

Business process improvement

Improve PPC performance

10

1500

58

6

1,2

850

1000

40

1

WITHOUT AUTOMATION

1150

NO / WEAK PROCESS STRONG PROCESSES

2000

45

5

5

78

Source: Sirius decisions

85%

5%

18%

Leads

Inquiries 2% response rate

Closed won

business

Opportunity

Database: 50k contacts

At an average deal size of 50k€: 50k€ 60k€ 250k€

MQL

Inquiries 3 to 4 % response rate

SQL

SAL

Database: 50k contacts

Strategic ROI: doing things differently

511%

WITH AUTOMATION

75%

5%

20%

11%

3,9%

58%

23%

49%

Anonymous MCL (known) MQL (engaged) SAL SQL Customer

Will never buy

RecycleDid not buy*

ConsiderCatch Convert Close Continue

9months

Advocate

Contract renewal

Enabling companies to convert more leads by nurturing

TODAY

TOMORROW

1000 LEADSGENERATED ONLY 30% QUALIFIED BY SALES 1 DEAL

CLOSED

Improved qualification through nurturing

2000 LEADSGENERATED

6 DEALS CLOSED

Per 1,000 leads

X3* Will buy on average in 80% of the cases within 9 months. Elsewhere…

• Transparency• The Business Case• Accountability & measurement

Marketing Automation Summit, September 30th 2016

• Approach, People & Skills

PERFORMANCEMETRICS DIAGNOSTICMETRICS LEADINGINDICATORS

REVENUEMETRICSLeadgenerationversustargets

Leadvelocity

Conversionrateversusbenchmark

Close rateonmarketing-sourcedleads

Prospectdatabasesize

Marketingcontributionforecast

MARKETINGPROGRAM

PERFORMANCE

Investment

MQLs&SALs

ProgramROI

Responserates

LiftovercontrolgroupExpected contribution

forecast

PROFIT perCUSTOMER

Averagesellingprice,CLVInvestment toacquire

(CAC)Costtoserve

Retention ratesProductsPerCustomer

NPS

How can it benefit your ?It’s all about measuring the right things

Maturity & Predictability

It’s all about measuring the right things

FLOW CONVERSION IMPACT INVESTMENT SALES AND RPM OTHER

# of New Names

% Name to Prospect

% of Pipeline Contributed by Marketing

Investment per New Names

Average Selling Price

Balance of Active Prospects in key inventory stages

# Prospects % Prospect to Marketing-Qualified Lead

Value of Pipeline Contributed by Marketing

Investment per Prospect

Sales Cycle Times

Balance of Open Opportunities

# Marketing Qualified

Leads

% Marketing-Qualified Lead to Sales-Accepted Lead

% of Wins Contributed by Marketing

Investment per Marketing Qualified Lead

% Reps Making Quota

Velocity / Cycle Time for New Name to Lead

# Sales Accepted

Leads % Sales-Accepted Lead to Opportunity

Value of Revenue Contributed by Marketing

Investment per Sales Accepted Lead

Time To Ramp a New Sales Rep

Velocity / Cycle Time for Opportunity to Win

# Opportunities

Investment per Opportunity

RPM Efficiency = (Total Revenue) / (Total Marketing + Sales Investment)

Key “Awareness” Metrics: web traffic, direct/branded traffic, social followers, etc.

# Wins Investment per Win Total Period Revenue vs Quota

# Lost Discounts # Churn Pipeline

Renewals / Retention

Campaign ROI is attributed to each respective channel in our mix Y/N

Our marketing objectives always link with programs with business objectives Y/N

We prioritize projects based on their value and business impact Y/N

I feel confident to discuss the ROI of our marketing campaigns with C-level Y/N

Do you consider yourself accountable?

I know what a 10% increase in my marketing budget would generate on average Y/N

DON’T HAVE A CLUE? CONTACT US: renout.van.hove@thom.eu

• Transparency• The Business Case• Accountability & measurement

Marketing Automation Summit, September 30th 2016

• Approach, People & skills

BigStart Scale

Small

ThinkFAST

Approach your marketing automation projects in a lean way

Lifecycle NurturingPredictive OffersBehavioral TriggersMarketing Management Marketing Revenue Attribution Advanced Revenue AnalyticsOmni-Channel CampaignsFull API Integrations Integrated Marketing Calendar

Behavioral SegmentationCross-channel CampaignsTriggered NurturingDynamic ContentRevenue Analytics Real Time Personalization Actionable Sales Insight

Inbound MarketingEmail Nurturing Lead ScoringSocial Share & Sign-onCampaign ReportingBasic Sales IntelligencePlanning

Stra

teg

ic V

alu

e

Marketing Maturity

Email MarketingLanding Page CreationBasic SegmentationBasic Social Presence

Conventional Marketing

Demand Generation

Integrated Pipeline

Revenue performance management

And follow a marketing automation roadmap

Chief Customer Officer

Managing marketing automation, which of the following competencies are relevant and crucial? (N=225, multiple answers)

Focus on the right competencies

Marketing Automation Summit, September 30th 2016

The optimistic marketer…CMOs are increasingly held accountable for their actions and need to be more transparent

1

Marketing technology is essential in bringing the different touch points together and aligning with sales is important when building a case

2

Measure the right metrics to see the true impact of marketing automation3

Think big, start small and scale fast!4

Marketing Automation Summit, September 30th 2016

WANT TO KNOW MORE? CONTACT US!/renoutvanhove

renout.van.hove@thom.euDownload the slides:

www.thehouseofmarketing.be/MAsummit