5 Ways to Pay for Marketing Automation
Post on 21-Nov-2014
432 Views
Preview:
DESCRIPTION
Transcript
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 1
Presented by:
Debbie Qaqish, Chief Revenue OfficerThe Pedowitz Group
John Follet, Chief AnalystDemand Metric
5 Ways + 5 Tools to Pay for
Marketing Automation
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 2
“What are you gonna to do about revenue?”
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 3
Agenda
Lay the Foundation Industry Standards 5 Ways to Pay for
Marketing Automation 5 Tools to Help Justify
Your Business Case
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 4
Change in Buyer Behavior
Information became free Prospects access information
online Sales is no longer
information conduit Marketing now responsible
for this early and frequent digital communication
How have you changed?
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 5
New Role for Marketing
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 6
Enhancing Lead Gen is #1
CSO Insights Study
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 7
Sales Rates Marketing on Lead Generation..and the score is not good!
63% “Needs Improvement”
CSO Insights Study
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 8
107% better lead conversion rate
40% greater average deal size
20% higher team attainment of quota
17% better forecast accuracy• Aberdeen Group, “Marketing Automation 101:
Ensuring Early Success with the Basics; Maturing Your Deployment for long-term ROI” June 2010
Companies with an MA Platform
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 9
“Companies that excel at lead nurturing have 9% more sales reps make quota, and enjoy a 10% shorter ramp up time for new reps.”• CSO Insights
“On average, nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads.”• DemandGen Report
“Companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost-per-lead.”• Forrester Research
Industry Metrics
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 10
Average MA system runs $30k - $60k/year Allocate ½ to 3 FTE One Revenue Marketer averages $90K
fully loaded Ranges from $75K to $150K
How much does it cost?
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 11
Studies show…
According to the “2010 Lead Generation Optimization Key Trends Analysis” from CSO Insights,
more than 91% of companies worldwide reported increasing new customer acquisition was one of their top strategic marketing objectives for 2010.
Based on the quantity and quality of leads generated, companies said email was their best lead generation program, followed by live events, website registrations and webinars.
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 12
Average B2B company spends $10K/month• 1-2 speaking engagements• A by-line article• A press release
Shift 50% of this or $5k/month = $60k/year In return:
• 3x increase in lead production (can also look at improving the conversion rate)
• Assuming a 30:1 lead to close ratio, $50K average sales price, three new deal/month = $150K
• $5k gives you $150K per month• $60K gives you $1.8M per year
#1. Reallocate PR Budget
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 13
Average tradeshow costs $30k Lucky to get 2-3 good leads Get one customer = $50,000 Using math in example #1, $30K represents
6-12 months worth of marketing automation
Every month = 3 net new deals Value of one tradeshow is:
• 6 mos x 3 x $50k = $900k• 12 mos x 3 x$50k = $1.8M
#2. Do one less tradeshow
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 14
Typical agency spend is $10k/month Provides creative services Not demand generation focused Convert part of this spend to measurable
demand generation
#3. Reduce your agency spend
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 15
Assuming you send 10,000 pieces at $1.50 each = $15,000
Pays for 3 – 6 months of marketing automation
That’s 9 – 18 new pieces of closed business
#4. Eliminate one direct mail campaign
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 16
Average sales rep is $150K fully loaded Takes 6 months to get up to speed More than fully pays for marketing
automation Has an immediate, measurable and
predictable return
#5. Hire one less sales person
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 17
So, now what are you gonna do about revenue?
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 18
About the Speaker
Debbie Qaqish – Chief Revenue Officer and Principal at The Pedowitz Group, is a recognized thought leader in the Demand Generation industry with over 7 years experience in using marketing automation and 30 years experience in sales and marketing. Debbie has helped hundred of companies meet their demand generation goals.
debbie@pedowitzgroup.com770-331-4443
Revenue Marketer Educational Series Revenue Marketer Radio
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 19
About the Speaker
John Follet – John Follett joined Demand Metric in July 2007 as a Partner and Chief Analyst, specializing in Product Development and research. John was responsible for providing Canadian citizens with secure private, high-speed access to all federal government online services earlier in his career and has extensive experience in Internet Marketing and Business Continuity Planning.
john@demandmetric.com
04/08/23 debbie@pedowitzgroup.com | 770-331-4443 | The Pedowitz Group ©2010 20
Lead Generation Strategy Scorecard Lead Generation Prioritization Tool ROI Demand Generation Calculator
Other Tools Available After the Webinar: Demand Generation Business Case Template Webinar Replay Webinar Slide Deck
Let’s look at some cool tools
top related