Marketing Automation Rules for Healthcare Organizations
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Transcript of Marketing Automation Rules for Healthcare Organizations
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Presented by
Nick LatsosVP Sales Cloud, CRM Evangelist LLC
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Featured Clients
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Atlanta, GA
Founded 1997Award-winning digital agency
Clients - growing companies, leading brands, Fortune 500Key industries - Healthcare, Financial, Technology
QUICK FACTS
Dallas, TX
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SOCIAL
STRATEGY
CRM & MA
ANALYTICS
SEARCH
CONTENT
DESIGN
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SOCIAL
STRATEGY
ANALYTICS
CONTENT
DESIGN
SEARCH
CRM & MA
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THE NEW RULES
Marketing Automation
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Agenda
• AIS Media / CRM Evangelist offerings• Overall objectives of Marketing Automation• Are you ready for Marketing Automation?• How do I nurture leads?• How do I track prospect interest?• A customer success story
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TOP 3 GOALSfor Marketing Automation
1. Educate / Nurture 2. Track Interest3. Qualify
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Solution: Nurture them through Marketing Automation technology
Only a small percentage of your prospects are ready to buy today…
What do you do with the rest?
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Work Smarter, Not Harder
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Marketing automation is on the fast track for a 50% increase in usage by 2015
Pardot
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Salesforce - Pardot
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Are You Ready For Marketing Automation?
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Do you want:1. Sales & marketing collaboration
2. Automated assignment of qualified sales leads via
CRM
3. Targeted & segmented communications
4. Efficient content promotion & distribution
5. Closed loop reporting
6. Guiding your buyer’s journey
7. Effective multi-channel communication
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What Are The Basic Building
Blocks?
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60% of the sales funnel is now happening in the digital space
Webtrends
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75% of initial purchasing process is done before the buyer wants to engage vendor directly
Forrester Research
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Sales & marketing alignment
Challenges• Missing objective lead qualification
• Prefer to use the “eyeball” approach
• Sales and marketing teams cannot agree on definition of a good lead
Solutions• Implement technology that helps close the loop
• Tracking results from sales-related activities
• Both Sales and Marketing Teams work together to identify:
• Customer Personas
• Buyer’s Journey Maps
Aligned sales and marketing experienced a 20% jump in
revenue growthAberdeen Research
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1. Ensure company branding and awareness is top-notch
2. Align and integrate sales & marketing processes
Buyers feel 97% of
interactions with sales
are waste of time
New Business Strategies
3. Initiate nurture campaigns to generate more qualified leads
4. Measure and refine (wash, rinse and repeat)
The order of things
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How Do I Get Leads?
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Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost
Forrester Research
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Inform
Educate
Involve
Qualify
Convert
Upsell
LEADNURTURING
PROCESS
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• Track all actionable behavior
• Not only email activities
• Use landing page activity to direct drip targeting
• Self-directed segmentation
• Deliver content download link in first email, then provide immediately for all subsequent content requests
Drip Nurturing Campaigns
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Nurtured leads produce, on
average, a 20% increase in sales opportunities versus non-nurtured leads
DemandGen Report
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How Do I Track Prospect Interest?
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Initial Digital Interactions
Nurturing & Scoring
Sales Engagement
Prospect Scoring & Grading
Event registration
+30
Request for collateral
+20
Clicked email link +1
Leads not sales ready & need additional
nurturing-100
Leads that are marketing qualified >= 100
Prospects that are showing interest > 0
Marketing Automation
Platform
Customer Relationship Management
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75% of companies
using marketing
automation see ROI within 12 months, 44%
within 6 months
Focus Research
Buyer Behaviors Within Your Pipeline
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A Customer Success Story
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About Wake Forest InnovationsWake Forest Innovations is the new commercialization enterprise of Wake Forest Baptist Medical Center located in Winston-Salem, North Carolina
Core services with branded websites include:Product Innovation and Commercialization ServicesContract Research & Development ServicesInnovation Quarter Services
• Gutted many former tobacco warehouses and renovated into state-of-the-art medical research & testing facilities
• Ground-breaking research & discoveries
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Marketing automation solutions see 70% faster sales cycle times and 54% improvement in quota achievement
Bulldog Solutions
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2013
2014
New
web
site
s la
unch
ed
Dev
elop
men
t of m
arke
ting
cont
ent
List
cle
ansi
ng a
nd s
egm
enta
tion
Alig
nmen
t of s
ales
& m
arke
ting
proc
esse
s
Land
ing
page
s w
/ pro
gres
sive
pro
filin
g
Wake Forest timeline
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New websites launched
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.49% of hospitals lack a mobile-friendly website
Evolve Digital Labs
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HubSpot
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ALIGNMENT
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Development of marketing content
Present Offerings
Present & Planned Offerings
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50% of qualified leads
are not ready to purchase
immediatelyGleanster
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List Cleansing and Segmentation
Problem: How to cleanse thousands of dead cold leads
Secondary problem: The Marketing Automation platform had a strict NO-SPAM policy and supported only permission-based marketing
Solution: Staging strategy to use an ESP (more tolerant to abuse) to vet the list before migrating leads to the MA platform
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Relevant emails sent through marketing automation generate 18x more revenue than email blasts
Jupiter Research
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Landing Pages with Progressive Profiling
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Companies with 30+ landing pages generate 7x more leads than those with fewer than 10
HubSpot
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Launch of First DripNurturing Campaign
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Nurtured leads make 47% larger purchases than non-nurtured leads
Annuitas Group
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When should you get started?
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63% of companies outgrowing their competitors, use marketing automation
Lenskold and Pedowitz
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