How to Maximize Marketing ROI by Implementing Multichannel Campaigns
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Transcript of How to Maximize Marketing ROI by Implementing Multichannel Campaigns
How to Maximize Marketing ROI by Implementing Multichannel Campaigns
Marketing Professionals
Jennifer Pockell-Wilson: PolycomAna Bardelas: Celsis InternationalAndrea Wildt: Marketing Automation ExpertDavid Lewis: DemandGenLarissa DeCarlo: Marketing Operations Works
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Marketing ROI is a Journey
Agenda
1. Marketing automation case studies:
2. Q&A with our panel of marketing automation experts
Our Speakers
Speaker Company
Ana Bardelas Celsis International
Jen Pockell-Wilson Polycom
Andrea Wildt CRM and marketing automation expert
David Lewis DemandGen
Larissa DeCarlo Marketing Operations WorksMOCCA: Marketing Operations Cross-Company Alliance
Ana Bardelas
Celsis International Ltd
Andrea Wildt
CRM & Marketing Consultant
Celsis International At-a-Glance
Location Chicago
Company size >250 Worldwide
Industry Life science products and laboratory services
Marketing team staff 5.5 employees
Key marketing channels 3rd party lead generationDirect marketing – email and direct mailSearch marketing (SEO & SEM)Trade shows & eventsAdvertising – online and offline
# Campaigns/Qtr 10
Marketing systems Salesforce: CRM, Marketing, ContentLyris HQ: Email marketing, web analytics, web content, search marketing
Celsis: Before
1. Several salesforce.com SysAdmins over the years
2. Data quality issues
3. Not a standardized hand-off process with Sales– Leads not converted correctly by Sales organization
4. Not all campaign tactics tracked in Salesforce– Yes 3rd party online programs, tradeshows
– No Inbound from website landing pages, paid search
5. Provide exec-level KPIs on dashboards
Celsis After: 4 steps to Marketing Metrics
Campaignset-up
Unique campaign
Track against other
tactics
Response capture
Web forms
External lists
Handoff to Sales
Convert Lead to Oppty
Create Oppty from
Contact
Report on success
Qualified Leads
Pipeline
Closed Business
Celsis After: Campaign Set Up
Celsis After: Response Capture
Lists: Tradeshows, Events, 3rd Party lead Gen
Web Content: Web-to-Lead Forms
Setting Up Web-to-Lead
<input type=hidden name="Campaign_ID" value="70180000000XXXX" />
Handling Inbound Responses
Duplicate Records
Easy To Understand Lead Status Values
Consistent Criteria For Conversion
Standard Opportunity Creation Process– Creating Opportunities from Contacts or Leads ensures
campaign association and contact role association
New Marketing KPIs
Ready for Marketing Automation?
Compelling Reasons
Cannot meet growing demands
Right message, right time, right
channel
Demand generation pipeline
Marketing performance and
MROI
Considerations
On-demand solution (SaaS) or
on-premise
Cost: $10,000 to $1,000,000 per
year
Integrations with other systems
Staffing (Internal, Outsourced)
Jen Pockell-Wilson
Polycom
Polycom At-a-Glance
Location Worldwide HQ Pleasanton, California
Company size $1.2 Billion
Industry Telepresence, video and voice communications
Marketing team staff ~200
Key marketing channels Enterprise/SMB/Service Providers
# Campaigns/Qtr ~350
Marketing budget 4.9% Revenue in 2010
Marketing systems Salesforce CRMEloqua marketing automationWeb analyticsOther…
What Percentage of Polycom’s Business Do Conference Phones Represent?
A. Less than 20%
B. 20+% - 50%
C. More than 50%
Polycom: Before
Marketing viewed as an expense,
not an investment
Lack of clarity in Roles &
Responsibilities
Gaps in resource model
No common metrics or
measurement
Plus, normal challenges
associated with $1B growth
company
Polycom: After
People– Roles and Responsibilities
– Introducing Global Marketing Operations
Process– Define Common Process – Demand Waterfall
– Speak the same language
– Introducing Global Programs – 60/40 rule
– Magic Matrix – Full Transparency
Systems – Implementation & Continuous Development
with Eloqua
– Salesforce integration – Global Reporting
– Data Quality
Polycom: After2010 Marketing Dashboard
Demand Generation Programs Demand Generation Programs
Awareness & Thought LeadershipAwareness & Thought Leadership
Volume Min. of X articles/qtr
Favorability No more than X% unfavorable
Prominence & Impact X% include Polycom in headline
Speaker Placements X+ placements in 2010
Q4 09 Q1 10 Q2 10 Q3 10 Q4 10Q4 09 Q1 10 Q2 10 Q3 10 Q4 10
Marketing Responses Drive X marketing responses by quarter
Pipeline Conversion Convert X%+ responses to Pipeline by quarter
Solution-Oriented Sales ToolsSolution-Oriented Sales Tools
Increase in adoption/downloads by X%
Partner Programs Partner Programs
Marketing Plans Top X% to have plans reviewed quarterly
Coop Efficiency X% of Coop allocated to Global Programs
Web MetricsWeb Metrics
Polycom.com Search engine referrals increase by X%
Registration/response increase by X%
PRC Increase in frequency of partner visits by X%
Planet Increase in employee click thrus by X%
SRC/SERC Increase in downloads by X%
Polycom: AfterDemand Generation
10,547 3,76135,833 12,705 883
Conversion of Pipeline to
Opportunities toXX% from XX%
Closed Business
$XX.XM
Responses Impacted by Marketing
XX,XXX
Sales AcceptedLeads (SALs)
XX,XXX
Opportunities
$XX.XXX,XXX
Marketing QualifiedLeads (MQLs)
XX,XXX
Polycom: AfterSalesforce.com Lead Metrics Table & Reports
Combines
Campaign, Lead,
Opportunity
Can be sliced and
diced in many
different ways
Global or local
David Lewis
DemandGen
Marketing Automation Components
Marketing Measurement• Asset Performance• Campaign Performance• Revenue Contribution• Site Utilization
Lead Management• Demand Funnel• Lead Scoring• Lead Nurturing
Campaign Management• Emails• Landing Pages• Forms• Microsites
Contact Management• Prospect Database• Lead Database• Client Database• Suscription Management
The Whole is Greater Than the Sum
Marketing Automation
Updates sent to Sales
Updates sent to Marketing
Email Design
Lead NurturingCRM/Salesforce
Lead Management
Contact Management
Account Management
Opportunity Management
Pipeline Management
Landing Pages & Forms
Event & Survey Campaigns
List Management
Lead Scoring
Web Analytics
Campaign Planning
Subscription Management
Customer Service
Contract Tracking
Partner Management
Leveraging Lead Scoring
Qualification
Level
InterestLevel
Lead
Rating
A
BBC
Lead Scoring = Sales’ Priority List
Everything is Not a Lead
$$InquiryMarketing Qualified
Lead (MQL)
Sales Accepted
Lead (SAL)Suspect
Sales Qualified
Lead (SQL)
Educate PurchaseInterest JustifyAwareness
Marketing measures prospect interest
Nurture and Score to get lead sales
ready
Sales accepts
ownership
Sales qualifies
BANT criteria
Sales closes revenue
opportunity.
Establish a Shared Taxonomy Between Sales and Marketing
Makeover your Sales & Marketing Process with Marketing Automation and a Demand Funnel
Nurturing Leads Through The Buying Cycle
Update Salesforce Goal: Sales Alignment- Lead Score- Funnel Status
Lead Nurture (Goal: Educate)Inquiry Nurture (Goal: Qualify)
Words of Wisdom for The Journey
It’s not if you should, it’s when you should
Pick a system that works for people you respect
Establish process before rolling out to marketing
Create a task force to align sales and marketing
Establish your demand funnel and taxonomy
Implement lead scoring and nurturing to maximize ROI
Say goodbye to batch and blast, think programs
Learn how to show marketing’s contribution to revenue
The Marketing Automation Landscape
Questions?Ana Bardelas: Celsis InternationalJennifer Pockell-Wilson: Polycom
Andrea Wildt: CRM & Marketing expertDavid Lewis: DemandGen
Larissa DeCarlo: Marketing Operations Works
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