Learn how marketing automation can power customer acquisition for insurance and financial services marketers!

1. A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
0
Power your
customer
acquisition with
Marketing
Automation

2. 1
What Research
reveals...

3. Less than 2% of penetration of the big 4 suites (that provide marketing
automation) in Insurance/Financial Services
2
Low adoption of Marketing Automation in
Financial Services
• The current MAP penetration in B2B today is 15.5% across all
industries. It’s highest in IT (65% penetration), high in Business
Services and moderate in Manufacturing (38%). Penetration is still low
in Financial Services (4%) – Sirius Decision Summit 2014
• As per a survey conducted among 896 marketing automation software
buyers in 2013, the prospective buyer penetration of marketing
automation in Banking is around 6%, while high tech rules the roost
with 23% penetration. – Software Advice

4. Challenges for Marketing Automation Success in
Financial Services
3
Financial Service organizations struggle with complexity
Unique sales channels/ complex
distribution channels
Large buyer segments
Large product offerings
Compliance

5. 4
Marketing Automation overview
What a marketing automation model looks like
Source:Mintigo

6. 5
1
2
3
4
BENEFITS
SHORTEN LEAD CYCLE OF COMPLEX
SALES
INCREASE LEAD VOLUME
ENGAGE BROKERS
1:1 MARKETING –SEGMENTATION AND
TARGETING
5
6
BUYER INSIGHT
REDUCE INEFFICIENT SPEND

7. 6
70%
Companies that invest in
marketing automation solutions
see 70% faster sales cycle times
and 54% improvement in quota
achievement.
Bulldog Solutions

8. 7
1
2
3
4
SHORTEN LEAD CYCLE OF COMPLEX
SALES
INCREASE LEAD VOLUME
ENGAGE BROKERS
1:1 MARKETING –SEGMENTATION AND
TARGETING
5
6
BUYER INSIGHT
REDUCE INEFFICIENT SPEND

9. 8
45%
COMPANIES USING
MARKETING AUTOMATION
SOURCE 45% MORE PIPELINE
THAN THOSE WHO DON’T
USE MARKETING
AUTOMATION
Marketo

10. 9
1
2
3
4
SHORTEN LEAD CYCLE OF COMPLEX
SALES
INCREASE LEAD VOLUME
ENGAGE BROKERS AND ADVISORS
1:1 MARKETING –SEGMENTATION AND
TARGETING
5
6
BUYER INSIGHT
REDUCE INEFFICIENT SPEND

11. 10
Enabling
brokers and
advisors
BROKERS NEED TO BE ENABLED TO
HAVE 1:1 DIGITAL CONVERSATIONS
WITH CUSTOMERS
?
Source: Distribion

12. Agent Engagement and Empowerment
Across the lifecycle, an engagement marketing strategy can
improve retention and producer effectiveness
11
•Transaction alerts and updates
•Policy reminders
•CRM
• Email automation
• Allowing producers to run
campaigns based on templates
•Newsletters
•Automated training/education
campaigns
•Surveys
•Webinars
• Integration with offline events
•Acquisition campaigns
•Data enrichment
•Messaging
•Analytics
Inbound
acquisition
Educating
agents
Enabling
Empowering
agents agents
•Demand gen/acquisition
•Product updates
•Reminders/Alerts
•Surveys, polls, events, webinars
•Tools and calculators
• Integration with website/CMS, CRM,
customer portal
•Preference management

13. 12
1
2
3
4
SHORTEN LEAD CYCLE OF COMPLEX
SALES
INCREASE LEAD VOLUME
ENGAGE BROKERS
1:1 MARKETING –SEGMENTATION AND
TARGETING
5
6
BUYER INSIGHT
REDUCE INEFFICIENT SPEND

14. 13
87%
87% OF TOP-PERFORMING
MARKETERS SAY TARGETING
CAMPAIGNS TO AUDIENCE
SEGMENTS IS THE LARGEST
VALUE DRIVER, WITH 78% LISTING
SEGMENTATION AS THE #1
MARKETING-AUTOMATION
CAPABILITY THEY CAN’T LIVE
WITHOUT.
Gleanster

15. 14
1
2
3
4
SHORTEN LEAD CYCLE OF COMPLEX
SALES
INCREASE LEAD VOLUME
ENGAGE BROKERS
1:1 MARKETING –SEGMENTATION AND
TARGETING
5
6
BUYER INSIGHT
REDUCE INEFFICIENT SPEND

16. 15
70%
70% OF BUYERS PURCHASE A
MARKETING AUTOMATION
SOFTWARE FOR BETTER
REPORTING / MARKETING
ANALYTICS
Gleanster

17. 16
1
2
3
4
SHORTEN LEAD CYCLE OF COMPLEX
SALES
INCREASE LEAD VOLUME
ENGAGE BROKERS
1:1 MARKETING –SEGMENTATION AND
TARGETING
5
6
BUYER INSIGHT
REDUCE INEFFICIENT SPEND

18. 17
12.2%
MARKETING AUTOMATION
DRIVES A 14.5% INCREASE IN
SALES PRODUCTIVITY AND A
12.2% REDUCTION IN
MARKETING OVERHEAD
Nucleus Research

19. 18
What to look
for in a
marketing
automation
solution?

20. 19
Is generating online leads enough?
 On an average only 25% of new leads are sales ready.[Source : Marketo]
 60% of marketers prefers quality of lead over quantity.[ Source : Marketing Prof]
 10 % increasein lead quality is equivalent to 40% increase in sales.[Source :
Marketo]
 Companies that get lead scoring right have a 192% higher average lead
qualification rate than those that do not.[Source: Technical marketing]
 For the companies using lead scoring , close rates increased by
30%, company revenue increased by 18%, and revenue per deal
increased 17%. [Eloqua Lead Scoring Solution Guide]
 Organizations that nurture their leads experience a 45% lift in lead
generation ROI over those organizations that do not [Source: Marketing
Sherpa]

21. 20
Common situations and pain points
 Multiple individual broker/agency websites that are used by
respective agents for demand generation
 Insurers/FS companies may provide templates, content and
collateral for these agency websites
 50-70% of agents do not use Insurers/FS companies’ CRM
 Analytics on Insurers/FS companies and agency websites are
either basic or have limited value and there are limited
insights/trends available
 Leads are being acquired through distribution/email lists or
through Search, Social and Display campaigns
 There is no de-duplication of lead data in place so actual
incoming leads are lower in number than anticipated and poorer
in quality
 There is no marketing automation infrastructure in place
for central execution and tracking of campaigns

22. 21
Way ahead for Insurers/FS companies
 Explore and evaluate: evaluation of your current lead generation,
qualification of leads, nurture and handoff process in entirety and
introduction of best practices for strong alignment between you and
producers
 Digital body language:setup of advanced web analytics to track how
prospects are engaged on your site, what are they doing,, downloading,
etc.
 Passing on insight:Driving key insights from your website/acquisition
analytics on to your agents so that they are better prepared to service and
nurture leads you distribute to them
 Data Enrichment:using data providers such as Epsilon and Axciomto
enrich the quality of data on inbound leads before passing it on to your
producers
 Thought leadership:evaluation of your content/collateral assets and
mapping them to what prospects would look for at different stages/basis
different needs
 CRM:using central CRM where carriers have all their major producers on
boarded to allow for updated customer and prospect information

23. 22
Improving marketing infrastructure
A marketing automation platform might be a potentially
good fit for you
Marketing automation platform is your delivery tool
 Think Objectives:Customer acquisition, agent recruitment or
distribution channel revenue – it is the business objective that
drives the need for automation.
 Think Strategy:How will you get the best channel partners and
how will they be able to sell effectively to end customers?
 Think Programs:Every strategy should lead to a program with a
logical outcome through your automation platform.
 Don’t think only emails :Your platform delivers emails but emails
are tied to marketing and revenue objectives.
 Marketing Automation:When you use the tool to market to your
channel and end customer across their lifecycles, you achieve
true automation.
eDynamic, Friday, December 5, 2014

24. 23
Leading platforms
Big 4 in FS include Oracle/Eloqua,
Salesforce/ExactTarget/PardotAdobe/Neolane, Marketo
eDynamic, Friday, December 5, 2014

25. 24
Journey to marketing
automation success

26. 25
The road to success
 Roadmap
 Understand the buyer
 Create a lead management
architecture
 Content strategy
 Manage compliance
 Reporting
 Best of breed technology

27. 26
The road to success
 Roadmap

28. 27
Marketing is a Journey –
Understand where you are and where you need to be
Moving from a Spray and Pray Email Blaster to a Predicting Marketing Wizard
is the key to success

29. 28
Creating the Roadmap
Job#1 – Blueprint and Framework
 Current State:
 Understand & document Current State
 How do your customers decide to buy today?
 How are sales leads generated today?
 What does a good lead look like to sales?
 What is marketing's role in this process?
 How are leads qualified for inside/field sales?
 What happens to dormant/inactive leads?
 Future State: Design an Achievable & Measurable Future State
 Where do you want to be in 1,2,3 years?
 Buyer Needs, Organization, Processes, Metrics, Technology
 Getting There:
Steps & Milestones along the way with measurable progress

30. 29
Typical Roadmap
Strategy and Planning
Lead Forward/Revenue Back Database Analysis
Plan and Design Demand Gen Framework
Vertical-specific (Acquisition) Campaign Planning
CM (Customer) Campaign Planning
Evaluate Sales Impact and Adoption
Vertical-specific (Acquisition) Campaign
Process Adjustment
Q1 Q2 Q3
Campaigns
Launch
Install and Integrate
Launch Campaigns
Evaluate and Optimize
Plan and Design Reporting/Analysis Framework
Ongoing Refinement
Lead Management
Marketing Measurement
Campaign Management
Initial Planning and Installation
Install and Configure Marketing Automation
• Data Model
• Email Templates
• Form and Landing Pages
• Lead Scoring V1.0
• Web Form Integration
• CRM Integration
CM Campaign
Real-time Sales Alerts
Sales Lead Queues
Scoring and Routing
Closed-loop Reporting
Lead Scoring Review and Adjustment
Add new campaigns

31. 30
The road to success
 Understand the buyer

32. 31
Who is Your Customer?
Define your Ideal Customer Profile
1. A Lead Forward, Revenue back analysis will not only
provide insights into a lead management process but will
also tell you who your ideal customer is
2. Criteria:
 Technical Buyer, Economic Buyer, User Buyer, Coach
 Job Role/Function
 Industry
 Motivations
 Pain Points

33. 32
Buyer is informed Buyer Journey
is dynamic and cross channel
Buyer has
little attention
The customer has changed

34. 33
Understand the Buying Process
By identifying who our customers are and how they buy will
help us segment and map out the way we engage with them
Interest Learn Evaluate Justify Purchase
Qualified
Lead
Sales
Accepted
Lead (SAL)
Prospect $$
Suspect
Sales
Qualified
Opportunity
(SQO)
Customer’s
Buying
Process
Sales &
Marketing
Process
Marketing
validates
quality of
interest
Marketing
nurtures to
sales ready
Sales
validates and
accepts
ownership
Sales
validates
BANT criteria
Sales closes
revenue
opportunity
COLD WARM HOT

35. 34
User Journey has changed
Unknown User
Website page
Unknown User
Web page on
any device
Retargeting
Offline relevant
event invite, webinar
promotion
Drip Marketing
Sales Ready Lead
Unified data to store
and validate profiles
for repeat visits
Reads
Content
Reads
Content
Subscribes Offer
Nurture
EITHER
OR

36. 35
The demand funnel needs to be supported
by technology at each stage

37. 36
The road to success
 Content strategy

38. 37
Content Marketing Trends
“Inbound marketing delivers 54% more leads into the
marketing funnel than traditional outbound leads.”
• Trends:
• Create targeted content for specific audiences
• Repurpose and promote on multiple channels (COPE)
• Focus on distribution as much as creation
• Understand this is an iterative process; you get what you
put in.

39. 38
Develop a Content Strategy
Content…in context

40. 39
Content Creation and Distribution: Distribution is the
Key
Source: BrainSINS

41. 40
Develop a Content Strategy
Content…with a purpose: Assemble and categorize content by
objective
Attract Qualify Nurture

42. 41
Key Elements of an Acquisition Strategy
Your assets and strategies across the acquisition process need
to be aligned.
Acquisition Process
Driving Traffic Conversion Nurturing Sales
• Listening to the
customer
• Multiple
methods to drive
traffic
• Social media
marketing
• Lead
management
• Dynamic
experiences
• Analytics
• Lead scoring
• Personalization
• Lead nurturing
tactics
• Email and
marketing
automation
• Marketing and
sales
enablement
• Sales force
automation
Website Limited use in FS

43. 42
The road to success
 Create a lead management
architecture

44. 43
Lead Management Architecture
Create an Automated Lead Management System that nurtures
and moves prospects through the buying cycle to close
Lead
Creation
Thank
You
Follow-up
Pre-
Qual
Score
Sales
(Qual)
Nurture
I
Nurture
II
Nurture
III
Close
LOSS
ND
Nurture
IV
YES
NO NO
CONTACT
ME
CONTACT
ME
CONTACT
ME
CONTACT
ME
CONTACT
ME
CONTACT
ME
Whitepapers
Facebook/PPC/DM/Telesales/Banners to site
General website
Outbound Programs
Online Events
Tradeshows
Intro I
CONTACT
ME
Other sources
( D&B List Buy, Association Lists, Partner Channels)
SFDC MAP

45. 44
Lead Management Architecture
Continue to communicate to Customers with relevant,
personalized and timely communications
Data
Standardize
+ Segment Email?
Other
Channels
Drive to
Web
CM
Nurture
I
CM
Nurture
II
NO
Yes
Customer
Referral
SFDC MAP Data
Feed
Data
Sign Up
CM
Nurture
III
• Communicate changes in program / product terms &
conditions via targeted email
• Execute servicing & marketing client level
communications via email
• Advocacy and Referral Campaigns
• Email Opt-in/Preference Center
• Bill Paper-off Campaigns
• Delinquency alerts
WEB
• Benefits:
• Reduce costs across all communications;
improved ROI
• Improve customer experience through
relevancy of communications to clients

46. 45
Effective Lead Nurturing – #1
Use a scoring system to identify your segments
Low level of engagement
(Low level of how much the lead wants
to talk to us)
High level of engagement
(High level of differentiation driving
purchase intent)
High level of
Profile Match
(High level of how
much we want to
talk to the lead)
The Buying Zone
The only leads we should be
feeding to the sales field
Low level of
Profile Match
(Low level of how
much we want to
talk to lead)

47. 46
The road to success
 Best of breed technology

48. 47
Best-of-Breed Tools are not solving the problem
The Reason: Most often the activities across applications are
disconnected
1. No holistic view of the
customer
2. Need for
 Process,
 Content
 Well configured, truly
integrated technology
ecosystem
3. Align messaging with where
the customer is in the buying
cycle or post-purchase
engagement lifecycle.

49. 48
Unified Customer Experience
Aligning the technology “islands” to deliver consistent context-driven
multi-channel messages for improved engagement
Consistent
message
and
experience
Web Content
Management
(WCMS)
Marketing
Automation
Customer
Relationship
Management
(CRM)
Community

50. 49
Integrate the Tools
Integrate platforms for a common view of the customer across
channels

51. 50
Revenue is driven by an integrated eco-system

52. 51
Campaign Planning
Map your messages

53. 52
Create a Calendar of Activities
Volume and Velocity of activity is critical as multiple interactions
result in better scoring and identifies highly engaged prospects

54. 53
The road to success
 Reporting

55. 54
Roadmap for analytics
Source: Pedowitz consulting

56. 55
Tracking and Reporting
Email Performance
Website Visitors
Inquiries
Start Simple

57. 56
Finally… but most important
Empower your sales team/agents/brokers
Courtesy: Eloqua Discover for Salesforce

58. 57
The road to success
 Manage compliance

59. 58
Manage Compliance
Managing compliance is critical for success of marketing
automation programs in Financial Services
• Create a governance model
• How often can you communicate with a customer?
• What data needs to be secured, and how?
• Security and permissions to execute campaigns
• Approval process to launch campaigns
• Ongoing audits
• Risk
• Many platforms do not provide adequate compliance coverage

60. 59
Move from offline to
digital and do more
with less...

61. 60
Value of marketing automation
A marketing automation platform might be a potentially
good fit for you
 Reduce time to market and improve ROI by up to 10X
 100% automation of marketing programs such as events,
emails, webinars, video marketing
 Low operations cost and low cost of acquisition
 Ability to run a marketing machine smoothly for various
digital campaigns
 Personalize your content with customer profile and context
 Reach your customers where they are at any time
 Be relevant and persistent through scoring and nurture
 Try, try, try till you succeed – cost of failure is low
 Improved quality of acquisition

62. 61
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