Jak planować działania b2b marketing automation?
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Transcript of Jak planować działania b2b marketing automation?
MARKETING AUTOMATION PLAN FOR SUCCESS A Customizable Planning Template for SMB Marketers
• Ownership & Goals • Objectives • Changes in Strategy • Quarterly Campaign Plan • Plan for Implementation • Marketing Automation Stats • Case Study Excerpts
TABLE OF CONTENTS
STRATEGY PLANNING
Marketing automation point person: Who in your company will head up this initiative? Users: Who will have a seat in your platform? Current pain points: Ex: Low lead quality; small ratio of leads passed to sales become closed deals. Long-term goals:
Short-term goals: KPIs to measure: Ex: MQLs
OWNERSHIP & GOALS
GOALS CAMPAIGNS CHANNELS
Ex: Increase # of marketing-qualified leads by 20% in Q4
Ex: Run lead nurturing campaigns targeted toward prospects who have been inactive less than 6 months
Ex: Email
Goal 2 Campaign 2 Channel 2
Goal 3 Campaign 3 Channel 3
Goal 4 Campaign 4 Channel 4
Goal 5 Campaign 5 Channel 5
OBJECTIVES PLANNING Goals, campaigns, and channels to start with:
OLD STRATEGY NEW STRATEGY
Ex: Monthly email blast to cold leads Ex: Targeted nurturing tracks to educate non-sales-ready leads to a sales-ready state
Strategy 2 Strategy 2
Strategy 3 Strategy 3
Strategy 4 Strategy 4
Strategy 5 Strategy 5
CHANGES IN STRATEGY Marketing automation can streamline marketing initiatives by making current strategies more efficient and effective.
PLAN FOR EXECUTION
Complete by: __________ Complete by: __________ Complete by: __________
Complete by: __________ Complete by: __________ Complete by: __________
Implementation contact: Kickoff date: Goal for completion:
IMPLEMENTATION PLAN
FEBRUARY
Overarching Campaign
Overarching Campaign
Event 1 Event 2 Event 3 Event 4
Nurturing Campaigns
Social Media
Content Efforts
Paid Adver<sing
Webinars
JANUARY MARCH
QUARTERLY CAMPAIGN PLAN
WHAT TO EXPECT
• Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report)
• Companies with mature lead generation and management practices have a 9.3%
higher sales quota achievement rate. (CSO Insights) • Companies that excel at lead nurturing generate 50% more sales-ready leads at 33%
lower cost. (Forrester Research) • Nurtured leads make 47% larger purchases than non-nurtured leads. (The Annuitas
Group) • Companies that automate lead management see a 10% or greater increase in revenue
in 6-9 months. (Gartner Research)
QUICK STATS
CASE STUDIES • Within 12 months of implementing marketing automation, Epicom increased website
leads by 63%. Learn more.
• JetReports saw unique visitors to their website increase by 115%. Learn more. • Mediacurrent saw a 129% year-over-year growth in content convertions. Learn more. • In 6 months, AchieveIt went from 152 qualified leads to 1,405 — an increase of 824%.
Learn more. • RedTail Solutions increased marketing team productivity by 40%, while reducing the
sales cycle by 25%. Learn more. • Wistia increased the number of free service trials by 40%. Learn more.
THANK YOU For more information, visit pardot.com.