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Driving L2RM Transformation: A Business Case for Marketing Automation

This webinar will discuss the importance of prioritizing marketing automation and the necessary steps to transform marketing. It will focus on the skills and training needed to refit the B2B marketing mindset and provide examples of L2RM successes. Join us on January 22, 2014, at 10:55 a.m. Eastern time.

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Driving L2RM Transformation: A Business Case for Marketing Automation

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  1. WebinarFund Your L2RM Business CaseWith A Focus On People And Process Laura Ramos, Vice President, Principal Analyst January 22, 2014. Call in at 10:55 a.m. Eastern time

  2. Agenda • Why prioritize marketing automation? • The L2RM business case: What’s required to transform marketing? • Skills and training needed to refit the B2B marketing mindset • Examples of L2RM successes

  3. L2RM reasons to invest seem obvious Source: December 18, 2013, “CMOs Must Prepare For Lead-To-Revenue Investments Now” Forrester report

  4. Automation makes us more productive No problem. We’re automated! Launch more campaigns. Get inbound working. Increase lead quality and volume. Develop demand through nurturing. Qualify leads with scoring. Promote them to sales. Close more deals, faster.

  5. The marketing automation dilemma Source: October 4, 2006, “Improving B2B Lead Management” Forrester report

  6. Things get complex in age of customer Source: March 28, 2013, “The New Physics Of Lead-To-Revenue Management” Forrester report

  7. The fallacy of technology-led investment Source: March 28, 2013, “The New Physics Of Lead-To-Revenue Management” Forrester report

  8. Think bigger about L2RM investment Architect of customerengagement Top-notch lead supplier L2RM: integrated goals, processes, and metrics that shape marketing practices from lead generation to revenue events, focused on customer engagement and measured against revenue performance — from new customer acquisition through lifetime value

  9. L2RM helps engage customers across the entire life cycle Educate Attract/inbound Target Monitor behavior Segment Build interest/score Create awareness Qualify Advocate Short-list Loyalty Provide comparison Persuade Upsell/cross-sell Achieve best practices Negotiate/purchase Onboard Implement Source: August 29, 2013, “Make Customer Obsession Pay Off With The Customer Life Cycle” Forrester report

  10. Why does customer marketing matter? Customer retention versus customer acquisition 6 or 7 25% to 95% Number of times more costly it is to acquire a new customer than retain an existing one1 Amount of increased profits that can come from boosting customer retention rates by as little as 5% Loyal versus average customers 50% more Likely to try a new product2

  11. A winning L2RM business case

  12. Technology investments are modest ___________________________ Size of company Source: December 18, 2013, “CMOs Must Prepare For Lead-To-Revenue Investments Now” Forrester report Avg. investment: $20K to $40K (annualized) As low as a few hundred dollars per month Costs scale with increases in users and activity.

  13. Here’s what comes with SW investment Data? Workflow? Content? Process maps? Scoring models?

  14. What’s needed for L2RM transformation Map end-to-end process. Data management Content Integration

  15. Rethink L2RM processes Map end-to-end process. Source: Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey 38% = poor lead processes* Use a results chain to model ideal engagement with buyers. Engage sales to focus on revenue delivery.

  16. Fund data management Data management Source: November 19, 2012, “How Analytics Drives Customer Life-Cycle Management” Forrester report Aids segmentation and targeting Helps to model propensity to buy Fund data hygiene as ongoing concern.

  17. Gear up content creation Content Source: January 12, 2012, “Content Marketing Is A Key Differentiator For Tech Marketers” Forrester report Content quality correlates to engagement. Invest in journalists. Co-create and curate to generate volume. Develop for “chunkable” publication — delivered through buyer’s preferred channels. Go visual.

  18. Integrate to transform Integration Source: July 2, 2012, “The State Of Lead-To-Revenue Management” Forrester report Bring in difficult-to-hire marketing, system, and data management experts. Integration makes automation more effective.

  19. Size up the required investments ________________________________ Size of company Source: December 18, 2013, “CMOs Must Prepare For Lead-To-Revenue Investments Now” Forrester report

  20. Finance skills and training to refit the marketing mindset

  21. L2RM requires change in perspective . . . Source: February 21, 2013, “Rethinking Marketing In The Buyer’s Context” Forrester report

  22. . . . and new roles and skill to succeed Source: December 18, 2013, “CMOs Must Prepare For Lead-To-Revenue Investments Now” Forrester report

  23. To properly fund L2RM talent Source: December 18, 2013, “CMOs Must Prepare For Lead-To-Revenue Investments Now” Forrester report Assess skill gaps on current team. Budget for dedicated leadership. Expect training costs to exceed tech investment. Make skill development a continuous process. Augment skills with consultants or agencies.

  24. Proof and success stories help to seal the L2RM deal

  25. Persuasive business cases include: Clear, quantitative facts. Arguments centered on sales productivity and predictability. Believable stories — similar company, shared situations, and credible results.

  26. SunGard content leans on pop culture to spark interest and engage buyers

  27. ReadyTalk integrates L2RM to streamline webconferencing management

  28. Visage Mobile automates ongoing client interactions to build loyalty and value

  29. Small business MedQuest Pharmacy drives greater efficiency when delivering local events

  30. Making value and benefits tangible Source: December 18, 2013, “CMOs Must Prepare For Lead-To-Revenue Investments Now” Forrester report

  31. Keep the L2RM business case focused on vision; effectiveness will follow Focus the dialogue on sales productivity and pipeline predictability. Sign up for a number — or prepare to trade off programs. Use short-term gains to justify needed long-term change. Share you vision about transforming marketing.

  32. Questions?

  33. Forrester’s Forum For Sales Enablement ProfessionalsDRIVE GROWTH WITH A 21st-CENTURY SELLING SYSTEMMarch 3-4, 2014 · Fairmont Scottsdale Princess · Scottsdale, AZ http://forr.com/se14us The future of sales and marketing is now. Siloed, product-focused sales and marketing approaches must be re-aligned. We can help you modernize your selling system, using your customers to determine what is valuable. Join us to learn how to: Give executives visibility into selling investments. Achieve cross-department alignment that results in revenue growth. Free up your sellers’ time to sell more effectively.

  34. Laura Ramos +1 650.581.3812 lramos@forrester.com Twitter: @lauraramos http://blogs.forrester.com/laura_ramos

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