Setting Your Clients Up for Success with Marketing Automation – Best Practices - Created and Presented by Jeffrey Yee (Consultant at Eloqua) at #torontoB2B Marketers Meetup VI.

1. Marketing Automation Implementation:
Getting Inside the Head of the Client
Best Practices for Success
Jeffrey Yee
May 3, 2012

2. Your Takeaways:
Services side Client side
Ideas on how to Best practices to
better engage bring back to your
with your clients marketing
that use marketing department
automation
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3. About Me
• 8 years of B2B Marketing Experience
• Began using email marketing in 2004
• Using marketing automation software since 2008
• Worked for public software and information services
companies in both Canada (Constellation Software) and the
US (D&B – Dun and Bradstreet)
• Recognition Received 
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4. Q. How many of you are familiar with what
Marketing Automation Software is?
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5. Lead Routing Event Management
Lead Nurturing Trigger Based Email
Deployment
Website Statistics and
Analytics Closed Loop Reporting
Does Anyone Compliance Here?
See a Challenge
Subscription List Management
Forms
Segmentation Lead Scoring
Revenue Performance Data Hygiene
Management
Hypersites
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6. Classic Marketing Automation “Fails”
• Too expensive
• Did not fully utilize
• Was not implemented correctly
• Did not address our true business needs /
Missing features
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7. Who is D&B / The Marketing Challenge
• Information Services - commercial database contains over
200 Million records (D-U-N-S Number)
• D&B data is used to provide solutions in 3 key areas:
– Credit Risk Management
– Sales and Marketing
– Supply Risk Management
• Large inside and field sales team, hundreds of products and
thousands of customers
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8. Best Practice Number #1:
The Power of Focusing on the Business
Imperative
• Replant yourself in your corporate
goals
• In the Canadian Inside sales business –
had a retention challenge
• Knew we needed to leverage 1:1
automated communications to remind
both customers and sales people as
their contracts were approaching
renewal!
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9. Lead Routing Event Management
Lead Nurturing Trigger Based Email
Deployment
Website Statistics and
Analytics Closed Loop Reporting
Compliance
Subscription List Management
Forms
Segmentation Lead Scoring
Revenue Performance Data Hygiene
Management
Hypersites
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10. Results
Retention Rates Over Time
• We saw a 10% increase in retention rates since starting the program
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11. Best Practice #2: The Power of Identifying
the right program BEFORE You Automate it
• It takes a lot of resources to automate
• Run a Focus Group to Identify What Works!
(insight)
• Study the top performers
• Ask how can do duplicate this on a mass scale?
Where does marketing automation FIT in to
what we need to accomplish?
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12. Leverage Existing Content Assets –
Don’t Reinvent the Wheel
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13. Leverage Existing Content Assets –
Don’t Reinvent the Wheel
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14. Think Linear – Its Easier that Way
All Products w/ ups-ell and
cross- sell combined Credit Risk Marketing Supply
video video video
whitepaper whitepaper whitepaper
webinar webinar webinar
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15. Best Practice #3: The Power of Mass
Adoption with your Programs
“You can give sales the best leads in the world but if they don’t believe
they are or don’t know they exist then they will not be called”
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16. Load your Program up with the Contacts
Sales Has Vetted
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17. Grow and Clean your Contact List with 3rd
Party Contact Data
13,588 21,297
Sales Team 1 contacts contacts
13,816 20,933
Sales Team 2 contacts contacts
Before 3rd Party Data After 3rd Party Data Append
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18. Best Practice #4: The Power of Waiting
Patiently for the “Lift”
• Teams w/ the program experienced a lift
between5 - 10% in new business pipeline
• Sample of Lift you can expect
Measurement Difference vs. Control
Pipeline Value + 15%
Number of Opportunities + 7%
Average Opportunity Size + 23%
Opportunities Won +9%
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19. Closing Thoughts / Call to Action
• Remember the Best Practices: Focus, Automate what works,
Adoption, Be Patient for the lift
• While activity will be quick - ROI will take longer than you
think. Budget 12 months+
• Configuring your marketing automation software is only
half of the work, the rest is planning, preparation and
adoption.
• Be as hands-on yourself as possible!
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20. Questions?
Jeffrey Yee
Consultant, Eloqua
Jeffrey.yee@eloqua.com
LinkedIn: jeffreyspenceryee
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