Marketing Automation 101 Automation 101.pdf · 2016-07-20 · Marketing Automation- B2B...
Transcript of Marketing Automation 101 Automation 101.pdf · 2016-07-20 · Marketing Automation- B2B...
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Marketing Automation 101
Frank Coyle | President
Rachel Peden | Client Manager
February 27, 2013
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Webinar Information
• Being recorded, and will be uploaded to Website
• This is an interactive webinar, so it is okay to ask questions during the presentation
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Presentation Agenda About Point It
• Launched in April 2002
• Seattle’s largest independent search marketing firm
• PPC, SEO, Design, Marketing Automation
• $40 MM in managed media/yr
• Servicing clients across all verticals and revenue models
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Agenda
• Marketing Automation Overview
• Marketing Automation Capabilities
• The Sales Funnel
• Lead Generation
• Marketing Automation Benefits
• Q&A
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Marketing Automation Overview
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Marketing Automation
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Overview
• Marketing software that aligns your company’s digital marketing efforts with your prospect’s website activity
– Marketing Efforts + Website Activity
• Enables marketers to better track their marketing efforts, and how they directly impact sales
• Opens lines of communication with prospective customers
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Presentation Agenda Software Vendors
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Marketing Automation Software Capabilities
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Capabilities
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Capabilities
• Email, form & landing page development
– Quickly develop marketing pages without IT involvement
• Website visitor tracking
– Tell your sales team who is visiting your website
• Lead Management
– Leverage lead scoring to provide insight as to where a prospect is in the sales cycle
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Capabilities
• Social Media
– Integrate all aspects of your digital presence
• CRM
– Transfer marketing insight to sales team
• Reporting
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Capabilities
Image from CRW Graphics
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Capabilities
• Gain prospect behavior insights
– How a prospect came to your website
– Every visit one of your prospects makes to your website
– The pages, resources and content a prospect visited
• Marketing Automation can deliver
– Targeted email messages relevant to your prospect
– Lead scoring on all prospects, to aid the sales team in qualification
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Marketing Automation
• Well built marketing systems will
– Enable the sales team to focus on the most qualified prospects, in all stages of the buying process
• Communicate to prospects with the right message
– Enable marketers to design targeted, automated communications for prospects
• Where they are in the sales cycle
• What they are most interested in
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Marketing Automation
• Example: Purchasing a Home
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Impact on the Sales Funnel
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Marketing Automation
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Sales Funnel
Sales
Contact
Lead Generation
(Inbound Marketing)
Marketing
Automation
Software
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Sales Funnel
Lead Generation
(Inbound Marketing)
Nurture
Sales
Ready
Marketing
Automation
Customers
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Sales Funnel
Forrester Consulting, "Driving SMB Revenue In A Tough Economy," November 2012.
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Marketing Automation
• Example: Purchasing a Home
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Lead Generation
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Lead Generation
• Lead Scoring
– Behavioral
• Pages Visited
• Content Read
• Emails Opened
– Demographic
• Traits that make your company’s ideal customer
• Ex. B2B Company: VP Sales, US & Canada
• Ex. B2C Company: Males, 35+, Global
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Lead Generation
• Drip Campaigns
– Automated programs that help you keep in touch with your customers until they are ready for a nurture campaign
• Lead Nurture Campaigns
– Serving relevant content to a prospect that relates to their interests and their place in the sales cycle
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Drip & Nurture Campaigns: B2B
• Inbound Marketing
– PPC & SEO
– Email Marketing
– pURL Campaigns
– Direct Mail
• Nurture
– White Papers
– Case Studies
– Demos & Videos
– Customer Testimonials
– Relevant Industry Data
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Drip & Nurture Campaigns: B2C
• Inbound Marketing
– PPC & SEO
– Display Advertising
– Demographic Targeting
– Email Marketing
• Nurture
– pURLs
– Contest
– Social Media
– Survey
– Coupon
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Lead Generation
• Lead Scoring + Drip & Nurture Campaigns
– Once the lead score reaches your target, the prospect is sent to your sales team
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Lead Nurture
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Benefits of Marketing Automation
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Marketing Automation- B2C
• Consumers who are targeted with personalized messaging bases on behavior are 400% more likely to become a customer.
• Companies who use Marketing Automation to nurture, report that customers spend 47% more on purchases.
• Companies using Marketing and Sales Automation report a 56% increase in leads/sales on their web properties.
*Data from InteractiveMarketing.net
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Marketing Automation- B2B
• Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.
• Nurtured leads make 47% larger purchases than non-nurtured leads.
• 61% of B2B marketers send all leads directly to sales; however, only 27% of those leads may be qualified
Statistics from from Forrester Research, The Annuitas Group and Marketing Sherpa, respectively.
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Thank You!
Questions?