1. Powering the Nurture Dialog: Automating Marketing Programs in a Closed-Loop Environment Will Schnabel VP, Business Development and Alliances, Silverpop Email: wschnabel@silverpop.com Twitter: @wschnabelwschnabel@silverpop.com

2. Agenda Understanding Marketing Automation Key Steps to Utilizing Marketing Automation Example Case Studies

3. Solutions for B2B and B2C Marketers 2000+ customers across 38 countries Marketing Automation + Email Marketing Software-as-a-Service CRM and Web Analytics Integration Silverpop

4. Plugging the Leaky Funnel

5. The Value of Nurturing! Nurture campaigns have 2X the Open Rates and 3X the Click-Through-Rates at of one-off emails 23% shorter deal times for nurtured than non-nurtured leads Higher win ratios for prospects touched 3-4 times per month by marketing nurture campaigns. 47% higher order value from closed sales that were nurtured versus sales that were not Source: Aberdeen, Sirius Decisions, and Silverpop Research

6. Marketing Automation 2.0 Twitter: #B2BUniversity

7. Nurturing Infrastructure

8. Lead Capturing Nurturing Infrastructure

9. Lead Assessment & Scoring Nurturing Infrastructure

10. Lead Routing to Sales Nurturing Infrastructure

11. Lead Nurturing & Reporting Nurturing Infrastructure

12. Web Integration & Inbound Lead Capture Multi-Channel Communications Campaign (Nurture) Automation Lead Scoring & Management Sales Integration Revenue Reporting & Analysis Centralized Marketing Database Marketing Automation Capabilities

13. Centralized Marketing Database

14. Consolidated Lead Data Flexible Structure Consolidated Leads Initial Scrub Appending Data Ownership Marketing Database

15. Website Integration and Lead Capture

16. Webpage and Lead Capture Integrated landing pages/ web-form building Pre-Populated Forms Dynamic Content Leads captured directly into Marketing Database Auto De-duplication / Cleansing

17. Basic Lead Information Lead Data Capture

18. Progressive profiling – Dating Source: MarketingSherpa and KnowledgeStorm, “Connecting Through Content" 1 st contact 2 nd /3 rd contact later contact + behavioral

19. Progressive profiling - collection 1. Basic Lead Form 2. Returning Leads – Pre Populate 3. Returning Leads – Pre-Populate – Gather More 4. Returning leads – Personalize – Pre-Populate – Progressively Gather More

20. How are leads finding you?

21. Integrating Social for Lead Capture

24. Website Tracking of Prospect Activity Individual Tracking vs. Aggregate Web behavior allows relevant and targeted messaging Sales Alerting Marketing Database

25. Alerting Sales Website Activity Key Actions Message Activity Campaigns

26. EU/Europe Australia, NZ Canada (C-28) Permission Considerations (move to prior consent) Except the U.S. Consider Global Permission Policy @ Highest Common Denominator

27. Multi-Channel Communications

28. Integrated Multi-Channel Campaigns Marketing Database Email Mobile/SMS Dynamic Landing Pages Share-to-Social DM with PURLs TeleQualification

29. Email = Top B2B tactic 89% of B2B marketers use email. Email is the number-one outbound B2B marketing tactic used today. Source: Forrester Marketing Forum 2010 presentation

31. Inbox Preview –What does your message look like Spam Assassin –SPAM scoring Inbox Monitoring –% Delivered to actual inbox Reputation & Authentication –IP Segmentation Deliverability

32. Dollars Generated per Month (in thousands) NB: Metrics and salary costs are based on a Forrester executive survey. Based on 2.8 million pieces of email per month, CPM ranges grow with program complexity, assuming $39 AOV and 40% product margin. Source: Q1 2009 Global Email Marketing And On-Site Targeting Online Survey Relevancy Delivers

33. Right Message, Right Time Source: Silverpop Research

34. Share to Social #1 Insert Social Network Link in Email #2 Clicking link takes recipients to social network to complete sharing process #3 All the recipients friend will now be notified via Facebook of the share!

35. Social Sharing

36. The Challenge of Relevancy Relevance = Right Time + Right Message

37. Best time to send?

38. Send Time Optimization 75% increase in revenue 2X conversion rate 30% increase in number of orders per program 50% increase in open rates 22% lift in conversion rates

39. Automated Lead Scoring

40. Scoring Leads Sales Target Interest in Your Product/Services Right Fit Highly Engage d Hot Target HighLow Low Fit High Fit

41. 41 The Lead Puzzle Download a Whitepaper 5000 Employees VP Sales $100M Company Evaluating Solutions Has 2009 Budget Needs Fit Solution Visited Website Last Week 41 Demographic BANT Activity

42. Integrated Lead Scoring Rank Leads by Score –Identifies buying phase Explicit Data Demographic & BANT Self reported and 3 rd party Implicit Activity Recency & Frequency of activities Key Online Behaviors Digital Footprints

43. Campaign Automation

44. Email Nurturing Drip Campaigns Registration Day 0 eBook Delivered Immediate Link to Demo Day 2 On-Demand Webinar Day 4 Sales Intro Day 7

45. The Nurture Campaign Challenge

46. 1-2-3 Go!

47. Sales Integration

48. CRM Synchronization

49. CRM Integration (w/Salesforce.com)

50. Sales Insight (Lead Activity)

51. Sales Insight (Web Activity)

52. Sales Collaboration (Sales Control)

53. Personalize/Nurture Campaigns Personalized from Salesperson Response to a Web Visit Triggered Response- No Action

54. Sales Collaboration and Alerting

55. Reporting and Analytics

56. Process Metrics Campaign reports Email reports Custom reports Management Reports Marketing ROI Revenue Pipeline Reporting and Analytics

57. Analyzing Communications

58. Analyzing Social – Twitter Trends

59. Blog Trends

60. Measure Impact of Marketing Events

61. Revenue Reporting

62. Case Example Twitter: #B2BUniversity

63. Ciena Global communications systems provider Business Challenges Inability to send timely, personalized, and relevant communications Lack of ability to score leads was delaying follow- up Existing database and marketing platform was difficult to use and manage Overview of Solution/Benefits Replacing outsourced database led to a 10K monthly cost savings 40% of MQL can be tracked back to one of Ciena’s cultivation campaigns Full integration with global CRM system (Salesforce.com) Lead Generation went from delivering <10% of pipeline to over 40% “Overall, our sales team has a better understanding of marketing and is in tune with marketing programs as well as follow up activities. This has led to further collaboration between Ciena sales and marketing teams, including working with sales to create nurture campaigns for cross-sell and up sell opportunities.” Daniela Szymczak Marketing Cultivation Manager Ciena

64. Large portfolio of product offerings, ranging from beverages to fresh and prepackaged food. Large enterprise sales team personally delivering new- product updates to business clients and collecting orders Needed a cost-effective way to: stay in closer touch with customers shorten existing sales cycle & increase overall customer value. Need to increase frequency of customer contacts while maintaining relevance Communicate the details on a full range of products based upon business customers’ preferences Case Study: H.J. Heinz

65. Data Enrichment Campaign

66. Product Specific Direct Sales Campaigns

68. Up-sell following first offer

69. Thank you page Triggers to Sales

70. Lead Alert

71. Closing Points Twitter: #B2BUniversity

72. CRM vs. Marketing Automation FunctionalityCRMEmailMarketing Automation Single EmailsNoYes Email DeliverabilityNoYes Dynamic Nurturing CampaignsNo Yes Behavioral Lead ScoringNo Yes Dynamic Content/MessagingNoYes A/B and Multivariate testingNoLimitedYes Activity Tracking and Web AnalyticsNo Yes Integrated Web-forms and Landing PagesLimited Yes Progressive ProfilingNo Yes Automatic De-duplicationNo Yes Activity and ROI ReportingIncompleteNoYes CRM vs Email vs MA

73. Business Value Marketing Automation Sophistication Increasing Capabilities and Business Benefit Level 1 Level 2Level 3Level 4 I II III IV V Level 5 Marketing Automation Maturity

74. Measure Success Increased No. of New Leads Generated through existing demand gen activities Increased No. of qualified leads sent to sales Improved Sales Close Rates Reduced Cost per Sale

75. Summary Dialog Marketing = Nurturing Lead nurturing accelerates sales opportunities Marketing Automation can scale the dialog There is high ROI and Benefits

76. Thank you! E-mail: wschnabel@silverpop.com Twitter: @wschnabel Resources: www.silverpop.com/au www.slideshare.net/Silverpop