Key Considerations & Best Practices To Ensure A Successful Rollout &

Optimize Results

Presented by

Sponsored by

Building The Business Case For Marketing Automation

2

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ago, only a small percentage of cutting edge companies had

successfully adopted marketing automation solutions. Fast forward

to 2012, and the technology has exploded from a base of tech-

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of industries.

Estimates on adoption rates for

marketing automation within

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sources point to the category

growing by at least 50% per

year for the past four years.

According to MarketingSherpa’s 2011 B2B Marketing Benchmark

Report, 54% of CMOs have either begun or completed their

implementation of marketing automation software, and another

17% intend to begin implementation. The report also found that

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As more of the BtoB buying process has shifted to the web,

marketers are realizing they need deeper intelligence into

prospect interests and interactions. Reports on email opens and

clicks are a good start, but most marketers are now starting to

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channels to truly gauge a prospect’s information needs and

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Considering these new realities

and requirements, marketing

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from early adopter use to

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for many organizations.

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increasingly supported the

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to both the top and bottom line.

For example, according to the 2011 Lenskold Group Lead

Generation Marketing ROI Study, ����RI�PDUNHWHUV�WKDW�KDYH�

implemented marketing automation with CRM or sales systems

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marketers without marketing automation.

54% of CMOs have either begun or

completed their implementation of

marketing automation software, and another

17% intend to begin implementation.

- 2011 B2B Marketing Benchmark Report, MarketingSherpa

3

Research studies, as well as a growing list of successful case studies,

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had on BtoB organizations.

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share of companies who failed to realize the potential and ROI of

the system. These stalled use cases were typically not a result of the

technology failing, but rather companies being poorly prepared

for the changes in process and new skill sets required to utilize these

powerful systems to their fullest.

This E-book is designed to help companies who are building the

internal business case for their initial launch of marketing automation

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This E-book will also address the process changes required to share

the expanded intelligence across sales and marketing organizations.

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The Migration Model — Tracing the Proper Path for

Marketing Automation Adoption;

Preparing New Lead Management Processes — The Importance Of Alignment & Collaboration;

Setting Expectations — Reality Checks On What You’ll Need, and

How Long It Will Take To Succeed;

Putting The Tools To Use — Crawl, Walk, Run;

Sharing The Results — Early Stage Wins;

Keeping Score — The Power of Prioritization;

Accelerating Deals — Increasing Conversion Rates

Via Segmentation;

Maximizing Prospect Value — Keeping Buyers Warm Via

Nurturing; and

7KH�(IÀFLHQF\�)DFWRU�— Cost Savings.

4

The most common progression we see for companies that

successfully deploy marketing automation is to graduate from

an email marketing platform or to add deeper reporting and

campaign tools onto their CRM system.

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running email campaigns

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is often a sufficient means of

communicating with prospects.

But with reports showing opens,

closes and unsubscribes from

inside of tools, ESPs stop short of

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prospect’s interests and interactions with your company.

With complex BtoB buying cycles often lasting months and

spanning multiple touches across many different channels, a more

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really are in the buying cycle, and which types of programs are

likely to help sales to close more business. Companies with no

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across channels are often unaware they are being considered until

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marketing, monitoring which

offers a prospect responds to or

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marketing automation consultancy DemandGen International,

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automation “… is to take leads off the web site and put them into a

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The Migration Model - Tracing the Proper Path for

Marketing Automation Adoption

The driver for migrating from ESPs to

marketing automation “… is to take leads

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- David Lewis, CEO, DemandGen International

5

In addition to enabling marketing departments to continue

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within the CRM system.

Marketing departments had

traditionally been responsible

for generating leads from trade

shows and webinars and then

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Those contacts that registered

for a webinar or dropped a card

at a trade show booth were

often added immediately into

a CRM system as a lead, but premature hand-offs often caused a

disconnect with prospects that were not prepared for a sales call.

Carlos Hidalgo, CEO of lead management consultancy The

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rules of engagement. “Companies are realizing the need for an

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process-enabled automated system.”

By integrating with a CRM system,

marketing automation systems

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to add deeper intelligence, so

that prospects could be scored

and prioritized based on their

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companies are using marketing

automation to alert sales and

marketing teams when a prospect

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step a BtoB company can make towards turning their interactions

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Preparing New Lead Management Processes - The Importance of Alignment & Collaboration

Companies are realizing the need for an

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- Carlos Hidalgo, CEO, The Annuitas Group

6

Closer collaboration around lead management has often tripped up

companies when deploying marketing automation. This is a core area

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organizational structure should be assessed.

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must make sure their sales and marketing teams are aligned with

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Illustrating the critical role and alignment process plays in a successful

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technology - and it requires rethinking the people, process and

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In addition bringing together the different departments that will

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process, Hidalgo recommends that companies take the time to

outline their goals and expectations for the new systems at the front-

end. “Many companies rush to make an automation purchase before

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they need from the automation solution,” Hidalgo says. “It is best to

approach the purchase of automation

in a cross-functional manner that

includes groups beyond marketing,

such as sales, operations, customer

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functional areas.”

Change Management Required:

7

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often tripped up new automation adopters.

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onto “auto-pilot,” magically

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The reality is these powerful systems

still do require educated users,

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organizational structure to help

BtoB organizations be successful in

connecting with prospects across

multiple channels.

The following are some of the recommended steps industry

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Sales and marketing are the most integral teams in a

successful deployment, and getting sales buy-in is critical

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it doesn’t work and lose faith in the

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at demand generation consultancy

Bluebird Strategies.

It’s also important to loop in

other departments that may be

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processes put in place as a result

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and pipeline acceleration.

Setting Expectations - Reality Checks On What

You’ll Need, How Long It Will Take To Succeed

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problems (leads being misrouted or passed

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- Cari Baldwin, Partner, Bluebird Strategies

8

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report. Making the transition from a “batch and blast” email

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paradigm shift, so some time should be dedicated to learning

the basics behind lead scoring and nurturing. And it is also

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It’s important to realize that demand generation is still a

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that comes with a marketing automation system will often be

foreign territory for many existing marketing teams. Therefore,

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sets is key to long-term success.

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Technology at marketing consultancy Bulldog Solutions. “While

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traditional marketers that are lacking some of

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understanding of data and a bit of technical know-how.”

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In order to generate the most actionable intelligence possible

for the entire organization, marketing automation systems are

typically integrated with CRM systems, Content Management

Systems, as well as web analytics and other Business

Intelligence tools. Early in the rollout phase, companies must

make decisions and establish rules for how information should

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the most important integration point, as that will determine

how leads and lead intelligence are processed and shared

between databases and departments.

9

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The size of the organization;

Condition of existing databases;

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Complexity of integration needs;

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Use of experts/consultants.

As a general benchmark, industry experts suggest users should plan

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functionality of a system and demonstrating the impact internally.

“Plan on 6 months to fully implement and

use 100% of the marketing automation

functionality,” says Baldwin. “It’s important

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to the team ‘here’s where we are and

here’s where we are going,’ so that

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Establish Realistic & Achievable Timelines

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communicate to the team ‘here’s where we are

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- Cari Baldwin, Partner, BlueBird Strategies

10

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their disposal after deploying a marketing automation system,

organizations might be tempted to try and get it all running at once.

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users start small by creating email campaigns and corresponding

landing pages.

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campaigns going, maybe a few running at the same time. Set

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the offers and landing pages featured in your campaigns.

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a campaign without knowing who they are.

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interact with other tools currently used? For example, can the

organization automate the lead management process from

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content in email campaigns or landing pages?

Putting The Tools To Use: Start Simple & Add Sophistication

11

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Raab, Principal of Raab Associates. Once successful programs

are established, Raab says organizations should allocate time

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watch your campaigns carefully and see how results are changing

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- David Raab, Principal of Raab Associates

12

Deeper intelligence into the interests and pain points of prospects

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a customer.

To get sales on board with the power of marketing automation

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purchased your product;

�� What web pages they looked at in the month before they

were engaged with sales;

�� Which emails they opened, clicked, or forwarded to other

people in their company; and

�� What the last campaign to touch them was before they

became an opportunity.

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changing after a sales call. For example, if the prospects are now

looking at pricing pages, or ROI case studies, then they are exhibiting

buying signals that sales can seize upon. This intelligence can also

help sales to focus on similar companies after closing a deal in a

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The bottom line is that the reporting and analytics within a marketing

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Deeper intelligence into the interests and pain

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13

In order to maintain support for the new technology and approach,

it’s important that marketing establish set performance expectations

based on where key metrics are - both before and after system

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�� Email open rates;

�� Email click-throughs;

�� Database size;

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the early stages after a rollout. It is important to communicate with

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are getting passed should be higher than before.

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detailed information about the campaigns and content a prospect

is responding to allows for a clearer understanding about where they

are in the buying process.

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Having more detailed information about the

campaigns and content a prospect is responding

to allows for a clearer understanding about

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14

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demonstrate the impact of the marketing automation implementation.

In the meantime, industry experts

suggest marketing teams focus

on lead scoring and prioritization

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marketers to assign points to

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is also, quite possibly, the most

important aspect of any marketing automation implementation.

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into a lead score before it is passed to sales, and assuming that sales

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framework, more leads will be accepted by sales and ultimately

translate into true selling opportunities.

More sophisticated lead scoring systems

look beyond those basic explicit details

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department and title, company size

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implicit details of a prospect’s interests

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be in their buying cycle.

By implementing these “two tiered”

lead scoring systems, marketers are

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By holding back the prospects that are clearly still looking for further

education, and only sending sales the ones that are exhibiting buying

signals, they will are able to focus on the highest quality leads and

close more business rather than sorting through the noise.

Keeping Score - The Power of Prioritization

When demographic information and

engagement behavior is calculated

into a lead score before it is passed to

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selling opportunities.

15

As marketing and sales teams start to see the impact of focusing on

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database marketing.

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and segment their database, response rates typically increase and

unsubscribes decrease because emails are only sent to prospects

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“You are able to see what prospects are interested in and then

respond by sending them case studies and other information

that speaks directly to their needs and areas of interest,” says

Jill Konrath, a sales strategist and author of the best-selling book

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Accelerating Deals - Increasing Conversion Rates

via Segmentation & Visibility

Marketing automation allows for a degree of

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email providers or through database marketing.

16

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budgets into generating leads, but little into tracking those leads

and accelerating them to closed deals. In fact, companies without

marketing automation systems in place often wind up ignoring longer-

term leads because sales discards them if they are not immediately

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For BtoB industries with complex buying cycles, up to 80% of the leads

generated by marketing are long-term leads and are not ready for

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go on to buy within 12 to 18 months.

With this reality in mind, another capability that has helped build the

case for marketing automation is lead nurturing. Once marketers

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in the discard pile now often wind up back in the opportunity column.

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when compared to standard campaigns. Some of the highlights

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programs then from broadcast emails; and

�� 20% of pipeline can be directly attributed to nurture programs.

Maximizing Prospect Value - Keeping buyers

Warm Via Nurturing

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17

A key aspect of nurturing functionality is the “automation”

capabilities. Timed, strategic emails designed to play to the interests

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engaged leads through the marketing funnel.

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prospects from a campaign when they either engaged with sales

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sent, and only to the prospects that are most likely to respond to them.

This type of “timed-release” email marketing — with automated

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associated with campaign creation and inefficient

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of the manual processes associated with campaign creation and

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With a clear understanding of which high-performing assets a

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new leads can be dropped into nurture programs featuring

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for much longer than batch-and-blast campaigns would allow.

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Marketing automation has some built-in data management

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the blanks” on their leads, and more time talking to prospects.

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A little known fact about email marketing is that the more

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keep track of how their customers react to emails. If they are

deleted and not opened, or if they are automatically deleted

or marked as spam, then ISPs take a closer look at those emails

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7KH�(IÀFLHQF\�)DFWRU�- Cost Savings

19

About Eloqua

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mission is to make its customers the fastest growing companies on Earth. Thousands of

sales and marketing professionals rely on the marketing automation power of Eloqua to

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About DemandGen Report

DemandGen Report is a targeted e-media publication spotlighting the strategies and

solutions that help companies better align their sales and marketing organizations,

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and marketing automation tools that enable companies to better measure and

manage their multi-channel demand generation efforts.

About

1921 Gallows Road 500 Vienna, VA 22181-3900

1.866.327.8764 www.eloqua.com

411 State RT 17, Suite 410 Hasbrouck Heights, NJ 07604

1.888.603.3626 www.demandgenreport.com