Implementing a Marketing Automation Solution

IMPLEMENTING
A MARKETING
AUTOMATION
SOLUTION
HOW-TO GUIDE

2 Implementing a Marketing Automation Solution How-to Guide
This report provides practical advice for designing a Marketing Automation strategy, aligning
Sales & Marketing processes, and implementing a Marketing Automation solution.
Read this brief report to learn:
Review this report to understand how to implement a Marketing Automation infrastructure that
will provide a consistent supply of qualified leads to your sales organization.
HOW-TO GUIDE
Top Marketing Challenges
Definition of Marketing Automation
Marketing Automation Solution Benefits
Marketing Automation System Components
Implementing a Marketing Automation Solution
Implementing a Marketing
Automation Solution
According to the CMO Council’s Marketing Outlook study that polled over 820 senior marketing
professionals, some of the top challenges for marketing leaders in 2008 include:
Top Marketing Challenges
1. Quantifying the Value of Marketing: measuring the impact of marketing programs and invest-
ments continues to be the top challenge for marketers.
2. Increasing Credibility of the Marketing Function: while 79% of respondents are increasing
the perceived value of marketing, 19% are losing credibility.
3. Improving Marketing Department Efficiency: many organizations will be automating key
marketing processes and implementing marketing ROI systems.
4. Generating More Qualified Leads: emphasis on leveraging analytics to score lead quality,
and lead nurturing strategies to incubate & develop prospects.

Marketing automation solutions incorporate business strategies, marketing processes, and auto-
mation technologies to generate, qualify, and develop leads along the entire sales cycle.
Key Marketing Automation concepts include: Lead Acquisition, Lead Scoring, Lead Nurturing, and
Lead Assignment.
Following are definitions for each concept:
In the past, marketers were using disparate systems for email marketing, website analytics, direct
mail, online advertising, etc, making it extremely difficult to accurately track the results of inte-
grated marketing efforts.
New advances in Marketing Automation technology are providing mid-sized enterprises with
systems that can automate manual marketing processes and drive efficiency.
Most Marketing Automation solutions can be integrated directly with CRM systems to track leads
from initial inquiry to sale, providing a closed loop reporting mechanism for marketing activities,
enabling campaign ROI measurement.
Definition of Marketing Automation
Lead Acquisition: leads are acquired when prospects inquire or respond to marketing campaigns
such as tradeshows, email marketing, direct mail, cold-calling, search engine marketing, online
advertising, etc.
Lead Scoring: leads are scored for quality based on explicit profile criteria (job title, company size,
location, etc) and implicit behaviors (website visits, downloads, event registrations, form submis-
sions, etc).
Lead Nurturing: leads are incubated until they are ready for follow-up by sales. Typically, nurturing
involves a steady flow of communications designed to educate the buyer and align purchasing and
sales cycles.
Lead Assignment: once leads reach a specified quality score, they are deemed sales-ready and
are assigned to sales representatives for immediate follow-up.

Implementing an integrated Marketing Automation infrastructure composed of skilled people,
automated processes, and integrated technology provides numerous benefits, including:
Marketing Automation Solution Benefits
Alignment of Sales & Marketing: alignment occurs when sales and marketing can agree on the
definition of a qualified lead; systems are integrated to provide visibility into activities and results;
and the loop is closed between lead source and revenue generated.
Increased Win Rates: leads that are scored and nurtured before being handed off to sales close at
higher win rates as purchasing & sales cycles are more aligned.
Reduced Cost per Lead: when key marketing processes such as lead scoring, lead nurturing, and
lead assignment are automated, less resources are required to manage new opportunities. Addi-
tionally, the use of a web/email-based approach can drastically reduce acquisition costs for new
prospects and opportunities.
Improved Accountability & Credibility: marketing leaders can provide accountability for their
spending once they are able to quantify the impact of their investments. When deployed properly,
Marketing Automation solutions increase credibility by providing a system of record that tracks and
measures marketing activities and associated business results.
Better Allocation of Resources: having detailed analytics on prospect behaviors and campaign
ROI provides marketers with the insight needed to optimize spending on the most profitable
marketing programs.
At a high level, most marketing automation systems provide similar functionality: campaign meas-
urement & reporting; marketing automation & lead management; individual web analytics & search
engine marketing; direct marketing & database management; lead conversion & landing pages/forms;
CRM/MS Outlook Integration.
If you are interested in marketing automation systems, consider researching the following vendors:
Eloqua, Manticore, Marketo, Pardot, LoopFuse, and eTrigue.
For more information on key vendors, review Demand Metric’s Marketing Automation Vendors Matrix.
Marketing Automation System Components

Marketing Automation System Components & Functionality:
Marketing Automation & Lead Management: leads can be automatically scored based on
profile criteria and behaviors; leads can be added to nurturing campaigns to align purchasing
& sales cycles; prospects can be routed to the appropriate sales representative based on
assignment rules; sales users can be notified of prospect behavior such as website visits or
document downloads; auto-responder emails are sent when a prospect interacts with the
website (completes a form, etc); automation rules can be configured to add/delete prospects
from programs based on their activities.
Web Analytics & Search Engine Marketing: individual website visitor activity can be tracked and
provided to sales users; paid search campaigns and online advertisement programs can be inte-
grated to track original lead source; website search queries can be tracked and tied to prospects;
natural/organic search traffic can be tracked and keywords used to find your website are identified;
non-registered companies can be identified based on their corporate IP address.
Direct Marketing & Database Management: contact lists can be imported, stored, and de-dupli-
cated; email marketing campaigns can be executed with tracked URLs to determine click-through
rates; prospects from all channels (events, cold-calling, direct mail, etc) can be tracked by original
lead source; variables such as “first name” can be dynamically inserted into email/direct mail collat-
eral; bi-directional CRM system integration.
Lead Conversion, Landing Pages/Forms, & PURLs: web forms can be created by marketing
without I/T support; unique URLs can be used to track leads from advertising, direct mail, or other
offline campaigns; personalized URLs (PURLs) or landing pages can be created to provide more
customized interactions with customers; data can be captured from web forms that were not
completed or submitted; forms can block invalid/free email addresses (hotmail, yahoo, gmail, etc)
to ensure leads are qualified; form fields can be customized and set up to capture additional infor-
mation during subsequent web visits.

Action Plan
STEP 1 - Learn
3 Strategize
1 Learn
7 Research
8 Select
9 Implement
10 Monitor
6 Benchmark
4 Qualify
2 Understand
5 Document
Developing an integrated
Marketing automation strategy
that is highly automated and
measures return on investment
is not reserved for Fortune 500
marketing organizations. In
fact, there are many affordable
Marketing automation solutions
that can be integrated and
implemented very rapidly.
If you are charged with
generating measurable demand,
follow these best practices to
optimize your processes and
leverage advances in Marketing
Automation technology.
Attend webcasts such as
Optimizing Lead Generation
or High Performance Demand
Creation with industry thought-
leaders. Alternatively, read
blog postings from innovative
marketing leaders in the
Marketing Automation industry:
Best Practices in Demand
Generation, Lead Management,
and Innovative Marketer.
Learn Best Practices

Action Plan
STEP 2 - Understand
3
1 Learn
7
8
9
10
6
4
2 Understand
5
Complete our Marketing
Automation Maturity
Assessment to see how your
current processes & systems
compare to best practices and
other mid-sized marketing
organizations.
Understand Strengths &
Weaknesses
Marketing Automation
Maturity Assessment
V I E W R E S O U R C E
Strategize
Qualify
Document
Benchmark
Research
Select
Implement
Monitor

Action Plan
STEP 3 - Strategize
3 Strategize
1
7
8
9
10
6
4
2
5
Use our Lead Generation
Scorecard to set your
strategic objectives, initiatives,
measures, and targets.
Develop a Marketing
Automation Strategy
Lead Generation Scorecard
Learn
Understand
Qualify
Document
Benchmark
Research
Select
Implement
Monitor

Action Plan
STEP 4 - Qualify
3
1
7
8
9
10
6
4 Qualify
2
5
Use our Lead Scoring Index
and Lead Definition Tool
to build alignment between
sales and marketing on the
definition of a “qualified lead.”
Agree on “Qualified Lead”
Definition
Lead Definition Tool
Lead Scoring Index
Learn
Understand
Strategize
Document
Benchmark
Research
Select
Implement
Monitor

Action Plan
STEP 5 - Document
3
1
7
8
9
10
6
4
2
5 Document
Define the stages in your sales
pipeline and clearly document
key marketing processes
& campaigns for lead
acquisition, lead nurturing,
and lead assignment. For
assistance, use our Marketing
Automation Consulting RFP
to hire a consultant to facilitate
this initiative.
Document Sales &
Marketing Processes
Marketing Automation Consulting RFP
Learn
Understand
Strategize
Qualify
Benchmark
Research
Select
Implement
Monitor

Action Plan
STEP 6 - Benchmark
3
1
7
8
9
10
6 Benchmark
4
2
5
Benchmark Key Metrics
If you don’t have historical data,
establish benchmarks for the
following metrics:
Cost Per Lead = budget /
total # leads
Win Rate % = wins / closed
opportunities
Acquisition Cost = cost per
lead / win rate
Lead Conversion % = #
opportunities / leads
Lead Source % = # leads / #
total leads
Return on Marketing =
pipeline value / spend
Learn
Understand
Strategize
Qualify
Document
Research
Select
Implement
Monitor

Action Plan
STEP 7 - Research
3
1
7 Research
8
9
10
6
4
2
5
Review key marketing automation
vendors with our Marketing
Automation Vendors Matrix.
Research Marketing
Automation Systems
Marketing Automation Vendors Matrix
Learn
Understand
Strategize
Qualify
Document
Benchmark
Select
Implement
Monitor

Action Plan
STEP 8 - Select
3
1
7
8 Select
9
10
6
4
2
5
Use our Marketing Automation
System RFP to document your key
business & system requirements.
Next, use our Marketing
Automation Vendor Evaluation
Matrix to compare solutions based
on your key requirements.
Select a Marketing
Automation Vendor
Marketing Automation System RFP
Learn
Understand
Strategize
Qualify
Document
Benchmark
Research
Implement
Monitor

Action Plan
STEP 9 - Implement
3
1
7
8
9 Implement
10
6
4
2
5
Import contact lists; add tracking
code to your corporate website;
customize landing pages &
forms for lead conversion; create
marketing automation rules for
sales alerts, lead scoring, lead
nurturing, and lead assignment;
integrate with MS Outlook, CRM
system, and online advertising
platforms; design HTML email
templates for campaigns and
“drip” programs.
Leverage your websites new
tracking capability to measure
prospect behavior and buying
signals. Add unique URLs to
track ads & direct mail, or place
tracked URLs in your email
marketing campaigns to monitor
response rates and individual
website visitor activity.
Implement Marketing
Automation System
Learn
Understand
Strategize
Qualify
Document
Benchmark
Research
Select
Monitor

Action Plan
STEP 10 - Monitor
3
1
7
8
9
10 Monitor
6
4
2
5
Evaluate your programs to
tweak lead acquisition, lead
scoring, lead nurturing, and lead
assignment processes. Report
on improvements to key metrics
and invest in programs that are
providing a quantifiable return on
investment.
Monitor Results and
Refine Processes
Learn
Understand
Strategize
Qualify
Document
Benchmark
Research
Select
Implement

Demand Metric is a marketing research and advisory firm serving a membership community
of over 100,000 marketing professionals and consultants in 75 countries.
Offering consulting playbooks, advisory services, and 500+ premium marketing tools and
templates, Demand Metric resources and expertise help the marketing community plan
more efficiently and effectively, answer the difficult questions about their work with authority
and conviction, and complete marketing projects more quickly and with greater confidence
— thus boosting the respect of the marketing team and making it easier to justify resources
the team needs to succeed.
To learn more about Demand Metric, please visit www.demandmetric.com
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Implementing a Marketing Automation Solution

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