Marketing Automation: A Tool Your Company Can't Afford to Ignore
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19-Oct-2014 -
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Transcript of Marketing Automation: A Tool Your Company Can't Afford to Ignore
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Marketing AutomationA TOOL YOUR COMPANY CAN’T AFFORD TO IGNORE
What
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DEFINITION Marketing automation is a type of software that allows a company to align its marketing processes, people and technology to increase operational efficiency and grow revenue.
mar ket ing au to ma tionnoun \’mär-kә-tiŋ\ \ō-tә-’mā-shәn\
How
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THESE CHANNELS INCLUDE:
YOUTUBE
DIRECT MAILSOCIAL MEDIA
...and many more!
MOBILE
By streamlining, automating,
and measuring marketing tasks and processes across multiple
marketing channels.
Why
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Without it, your content
marketing strategy isn’t living up to its full potential.
Content marketing is most effective when combined with marketing automation tools. These tools allow you to segment leads and determine which are most likely to buy.
The sales team can then spend their time working these “hot” leads while the others continue to receive appropriate marketing communications as they progress further down the sales funnel.
459
Why
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68% 68% 66%
61% 56% 55%
55% 47% 39%
Brand Awareness
Customer Acquisition
Lead Generation
Customer Retention/
Loyalty
Website Traffic
Engagement
Thought Leadership
Sales Lead Management/
Nurturing
Organizational Goals for Content Marketing*According to a recent Content Marketing Institute survey
Creating great content is step
one. Using a marketing automation solution to
appropriately deliver that content and effectively
nurture and manage leads is
step two.
“
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Marketers are beginning to realize that the quality of content is crucial to success in both lead generation and lead nurturing. Marketing automation will yield higher conversion rates and ROI because campaigns are better targeted towards the right persona and utilize consistently high quality, relevant content.”
John McTigue, Kuno Creative
Who
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Today, small & mid-sized businesses (between $5M and $500M in annual revenue) are catching up & represent the fastest growing segment to utilize this technology.
Is marketing automation a solution for only large
corporations?
Since its introduction, large companies have found great value in marketing automation technology.
When
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Are you ready for marketing automation?
1. Our revenue process is complicated. It involves multiple touches from Marketing and/or Sales.
2. We target sophisticated buyers who do a lot of research before they engage with us.
3. Our company requires more insight into the exact value that our Marketing programs deliver, so we can quantify our investment.
4. Our customer base out-sizes our Sales team (assuming you have one), so we lack direct personal relationships with all of our customers and prospects.
5. It would be impossible to personally call every potential customer or new lead that we generate.
survey continued on next slide.
1 2 3 4 5DISAGREE AGREENEUTRAL
For each question, select the appropriate number as it applies to you. Choose 1 if you strongly disagree, choose 5 if you strongly agree.
When
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Are you ready for marketing automation?
6. Many of our new leads aren’t ready to buy from us. They require nurturing.
7. We would improve our sales results if Marketing played a bigger role in our revenue process, particularly as it applies to nurturing relationships with target early stage prospects.
8. We already use most, or all, of the capabilities of our current email marketing service provider.
9. Data drives almost every decision that our marketing team makes.
10. Our marketing team is generating (or has specific plans to generate) significant amounts of personalized content for our target prospects.
1 2 3 4 5DISAGREE AGREENEUTRAL
To interpret your results, tally your score!
When
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Are you ready for marketing automation?
If you scored >35, you’re ready for marketing automation.
If you scored between 20 - 35, you’re moving in
that direction. You should consider getting started with marketing automation very
soon.
If you scored under 20, you may not be ready for marketing
automation quite yet.
>35 20-35 <20
IF YOU SCORED...
Regardless of your score, there’s good news: where you are now is exactly where you need to be in order to get more leads, get better leads, and
know how to tell the good from the bad.
Survey courtesy of Marketo | www.marketo.com
Contact
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WANT TO LEARN MORE?Contact StrataBlue online or call 317-207-0195 to
discuss your unique needs and learn how a customized, end-to-end marketing automation solution can benefit your company.
StrataBlue @StrataBlue