SearchCon 2016 | Marketing Automation Success Factors with Brandon Larocque
Transcript of SearchCon 2016 | Marketing Automation Success Factors with Brandon Larocque
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May 12 & 13, 2016 | Breckenridge, Colorado
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Contents
• What did we study?• Criteria• What did we learn?• Client examples• How to set up your customers for success• Q&A
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What Did We Study?
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Criteria
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Criteria
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Note About Program Results
• Open / Click Rate• Engagement• Sales• Lead Profiling
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What Did We Learn?
1.Content2.Lead gen programs 3.Lists – existing or old4.Resources or budget5.Intangibles
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What Did We Learn? - Content
No offercontent
Poor/Fair Good/Excellent
Quality offercontent
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What Did We Learn? - Content
Top
Middle
Bottom
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What Did We Learn? - Content
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What Did We Learn? - Content
Don't try to close too early
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What Did We Learn? – Lead Gen
Poor Good/Excellent
0% 50%
Fair
100%
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What Did We Learn? – Lead Gen
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What Did We Learn? – Lead Gen
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What Did We Learn? – Lists/Database
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Lists/Database - Segmentation
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Lists/Database – Time to Results
Like waiting at the DMV…
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Lists/Database – But…Lead Gen
Lead Generation
Existing Database
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Lists/Database – Beware Purchased Lists
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What Did We Learn? - Resources
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Resources – Why Outsource If I Have Staff?
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Resources – Strategy is Universal Need
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What Did We Learn? - IntangiblesBelief in MA as a
strategyPatience to
nurtureLeadership buy-in
Good/ Excellent
Poor/ Fair
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Intangibles – Leadership Buy-in
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Intangibles – Belief in MA Strategy
Must buy into the vision
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Intangibles – Patience to Nurture
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Client Example – TotalRewards Software
“Access Marketing Company has become an extension of our business—essentially our marketing department—because they bring a depth of expertise in pretty much every marketing discipline. The results have far outweighed the investment.”
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Client Example – TotalRewards Software
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Client Example – Stefanini
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How To Set Up Your Customers for Success
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How To Set Up Your Customers for Success
StrategyCopywritingDesignImplementation
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How To Set Up Your Customers for Success
• Leadership buy-in• Belief in MA as a strategy• Patience to leverage
programs
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Have Any Questions?
AccessMarketingCompany.com
www.linkedin.com/company/access-marketing-company@accessmarketing
Brandon [email protected] x101