1. Laura Ramos, Vice President, Principal Analyst
Webinar Fund Your L2RM Business Case With A Focus On People And Process
Laura Ramos, Vice President, Principal Analyst
January 22, 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
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.
No problem.
We’re automated!

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 customer engagement
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
Attract/inbound
Educate
Target
Monitor behavior
Segment
Build interest/score
Create awareness
Qualify
Advocate
Short-list
Loyalty
Provide comparison
Upsell/cross-sell
Persuade
Achieve best practices
Negotiate/purchase
Implement
Onboard
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
Source: Frederick Reichheld, Bain & Company, published in the Harvard Business Review and 2012 CEB Marketing Leadership Council Survey
50% more
Likely to try a new product2

11. A winning L2RM business case

12. Technology investments are modest
___________________________
Size of company
Investment category
Small (<$20M)
Mid ($20M < $250M)
Enterprise ($250M+)
Type of cost
Technology (software)
$10K to $25K
$25K to $50K
$200K to $750K
Recurring
Avg. investment: $20K to $40K (annualized)
As low as a few hundred dollars per month
Costs scale with increases in users and activity.
Source: December 18, 2013, “CMOs Must Prepare For Lead-To-Revenue Investments Now” Forrester report

13. Here’s what comes with SW investment
Data? Workflow?
Content? Process maps?
Scoring models?
Image source: Topliners (

14. What’s needed for L2RM transformation
Map end-to-end process.
Data management
Image source: PrestatoolBox ( Procom Computers Technologies ( Spark Up Arts ( and Dynaton (
Content
Integration

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

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

17. Gear up content creation
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.
Content
Image source: Spark Up Arts (
Source: January 12, 2012, “Content Marketing Is A Key Differentiator For Tech Marketers” Forrester report

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

19. Size up the required investments
________________________________
Size of company
Investment category
Small (<$20M)
Mid ($20M < $250M)
Enterprise ($250M+)
Type of cost
Process change
$10K to $25K
Equivalent to initial technology investment
$75K to $150K
Two to three times initial technology investment
$600K to $3M:
• Three to five times initial technology investment
• Requiring six-month effort prior to technology implementation
Recurring
Data management
$25K
In-house project
$100K
Hiring database specialist to clean
and standardize customer data
$250K
Retaining database services firm to clean and standardize data
Content creation
$10K to $50K
$75K to $150K:
• Content creation
• Execution support
$250K+:
• Execution
• Sales support
Integration
$50K to $100K
$150K to $300K+
Dependent on number of systems, data sources, etc.
One-time
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
What does this role do differently?
Key skills required
Campaign, industry or solutions
Focus on buyer’s journey and delivery of relevant content at each stage.
Direct marketing, tactical outbound, message creative
Inbound marketing
Create online dialogues, monitor social discussions/topics/groups, and add value to conversations.
Digital, SEM/SEO, website, blogging, social media engagement, community management
Marketing operations
Oversee marketing automation, technologies, and data initiatives; report business results.
Data management, system integration, tool set skills, technology management, sales ops
Telemarketing (inside sales)
Qualify demand for sales, provide 1-to-1 nurturing, and relationship building.
Communication and follow-up skills, deliver on quotas, track and monitor leads
Editor in chief
Set content strategy, manage editorial
calendar, and establish thought leadership platform.
Creative/journalism background, strong point of view, test/measure content effectiveness
Content marketing
Translate product features into business needs, engage in storytelling, and share key points of view.
Copywriting, press savvy, visual design, creative thinking, journalistic writing
Source: December 18, 2013, “CMOs Must Prepare For Lead-To-Revenue Investments Now” Forrester report

23. To properly fund L2RM talent
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.
Investment
category
Small (<$20M)
Mid ($20M < $250M)
Enterprise ($250M+)
Type of cost
Headcount
$50K to $100K
One FTE or agency
$100K to $150K
One FTE plus agency fees
$300K to $500K
One director plus two
to five FTEs
Recurring
Training
$10K to $25K
$25K to $50K
Duration: up to two quarters of training
$100K+
Duration: up to three quarters of training
One-time for technical marketing staff
Recurring for users
Source: December 18, 2013, “CMOs Must Prepare For Lead-To-Revenue Investments Now” Forrester report

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. Smartling redefined end-to-end process to gain real-time pipeline visibility
Score = buying behavior
Grade = demographic match
Image source: Smartling (

27. SunGard content leans on pop culture to spark interest and engage buyers
Image source: SunGard (

28. ReadyTalk integrates L2RM to streamline webconferencing management
Image source: ReadyTalk (

29. Visage Mobile automates ongoing client interactions to build loyalty and value
Image source: Visage Mobile (

30. Small business MedQuest Pharmacy drives greater efficiency when delivering local events
Image source: MedQuest Pharmacy (

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

32. Keep the L2RM business case focused on vision; effectiveness will follow
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.

33. Questions?

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35. Laura Ramos