Taking a Bite-Sized Approach to Marketing Automation
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Taking a Bite-Sized Approach to Marketing Automation
Featuring New Survey Data from DemandGen Report
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Welcome Webinar Attendees Your GoToWebinar Attendee Viewer is made of 2 parts:
1. Viewer Window 2. Control Panel
Type your question here
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Speakers
Andrew Gaffney Editor DemandGen Report
Matt West Director of Marketing Genius.com
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About DemandGen Report
• Over 25k subscribers to our weekly newsletter
• Source for: • White Papers • E-books • Web Seminars • Podcasts • Daily BtoB Marketing insights
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New Executive Briefing: Measured Approach To Marketing Automation Shows Biggest Payoff
Available to All Attendees
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Marketing Automation is a process
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Rate the level of priority given to each functional area PRIOR to selecting/deploying a marketing automation solution.
7.3%
14.5%
25.9%
23.2%
16.1%
21.8%
3.6%
34.5%
21.8%
46.3%
41.1%
23.2%
34.5%
14.3%
58.2%
63.6%
27.8%
35.7%
60.7%
43.7%
82.1%
Landing Pages
Web Forms
Anonymous Visitor Tracking
Lead Scoring
Lead Nurturing
Drip Email Marketing
Email Marketing
Very Important
Somewhat Important
Not Prioritized
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Which of the following features/functionality would you cite as being effectively used by your team after you deployed?
60.0%
65.5%
34.0%
31.5%
30.9%
38.5%
89.1%
30.9%
27.3%
37.7%
29.6%
54.5%
42.3%
9.1%
9.1%
7.3%
28.3%
38.9%
14.5%
19.2%
1.8%
Landing Pages
Web Forms
Anonymous Visitor Tracking
Lead Scoring
Lead Nurturing
Drip Email Marketing
Email Marketing
Not Using Using Somewhat Effectively Using
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Email Marketing
Prior to selecting/deploying marketing automation…
…after selecting/deploying marketing automation
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Web Forms
Prior to selecting/deploying marketing automation…
…after selecting/deploying marketing automation
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Landing Pages
Prior to selecting/deploying marketing automation…
…after selecting/deploying marketing automation
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Lead Nurturing
Prior to selecting/deploying marketing automation…
…after selecting/deploying marketing automation
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How long have you had the system in place?
17.9%
10.7%
21.4% 23.2%
26.8% Less Than 3 Months 3-6 Months 6-12 Months 1-2 Years Over 2 Years
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What percentage of your marketing automation solution’s full features and functionality would you say your team is currently utilizing today?
14.3% 14.3%
7.1%
21.4%
42.9%
10-20% 20-30% 30-40% 40-50% More than 50%
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Growth Curve: System Utilization Over Time
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Growth Curve: Performance Payoffs Over Time
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Lead Scoring
…after selecting/deploying marketing automation
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What is the biggest hurdle your organization sees as the reason for not getting more out of your Marketing Automation System
35.1%
27.7%
12.8%
12.8%
11.7% Lack of Internal Resources (Need someone to run it) Lack of Knowledge
Lack of Integration with Other Systems
System is Limited
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In hindsight, would you have preferred to rollout a system that allowed you to grow into the features, vs. paying for every feature out of the gate?
53.6%
46.4% Yes No
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How to Get a Free $20k Marketing Automation System
Company: Networking Company 1. Dec ’09: Signed up with 2 users for Email Marketing (This is now free) 2. Took advantage of the free training, saw immediate success 3. May ’10: With the ROI generated, added new features: track anonymous
visitors and host web forms 4. Sept ‘10: With additional ROI achieved, Upgraded to Full Automation Product:
Began Nurturing and Scoring. 5. Since Then, have added dozens of users and every feature possible. 6. Now have a $20k Marketing Automation Solution--with no Cash Out!
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Prospect Opens Email
Visits Web Site
Sales
Sees Instant Ad
Fills Out W2Lead
Chats
Sends Email or Web Link
Marketing
Baby Steps to Marketing Automation Success
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Marketer
Google Ads
Company blog
Sales
Baby Steps to Marketing Automation Success
Prospect
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What were the business objectives that you were looking to address when you decided to deploy a marketing automation solution?
27.0%
26.4%
16.7%
13.9%
11.1%
4.9%
Increasing Flow of Qualified Sales Opportunities
Generating More Leads
Personalizing Communication With Prospects
Re-engaging Inactive Leads
Learning More About Interests of Prospects
Other
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What were the key functions that were attractive to you in adopting marketing automation?
25.0% 21.5% 21.5%
17.5%
12.8%
1.7%
Lead
/Rev
enue
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Which key functions have you utilized most and found to be most beneficial since adopting marketing automation?
34.0%
21.2% 20.4% 18.6%
8.8%
0.9%
Lead
/Rev
enue
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Ques%ons
Type your question here
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Thank you for attending today’s webinar!
For more information on these topics, please visit:
www.demandgenreport.com www.Genius.com www.theconnectedmarketer.com
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