Why Digital Marketing Should Be Half-man, Half-machine
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Transcript of Why Digital Marketing Should Be Half-man, Half-machine
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• Set up the contrarian view: MA industry claims and what’s wrong with them (Mike)
• The emerging role of telesales nurturing, not yesterday's 'appointment setter' (CJ)
• The role, as we see it, of MA in B2B (Mike)• Use case?!? What does an ideal situation look like(CJ)• Tie it all tougher (Mike)• Q&A (Trisha)
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Why Digital Marketing Should Be Half-Man, Half-Machine
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• Persona vs. Pain campaigns
• Reliance on accurate data
• Fractions of fractions
Over Automation Mistakes
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• What you can predict…– Content for personas– Effective messaging &
copy– Buying considerations
• What you can’t predict…– Buying journey steps
(in sequence)
Persona vs. Pain
*Sales Engine Webinar October 2011
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My nameis Brad.
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• Original spark… a business problem needs fixed!
• Web search: Whitepapers, articles, videos, webinars…
• Engage sales rep(s)• Create evaluation committee• Expand Scope• Engage Sr leadership• Reduce scope• New competing initiative• Change in Leadership• Budget Cut• New leadership… a business problem needs
fixed!
• New competitors
• New scope• New criteria• New faces• New CEO• Budget freeze• Project
approved• YOU WIN!!!
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Reliance on accurate data
“Your Marketo platform…”
“You have installed Marketo…”
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Fractions of Fractions
“I only want my reps calling on qualified leads who have come out the bottom of the Marketing funnel.”
- VP Sales
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1,784 Unique Visitors/mo
*
4%Web
Conversions
20%
Nurture(Node #1)
= ½ Lead per month
20%
Nurture(Node #2)
20%
Nurture(Node #3)
Fractions of Fractions
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THE EMERGING ROLE OF TELESALES NOT YESTERDAY'S 'APPOINTMENT SETTER’
CJ Hauptmeier
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• Many B2B marketers still treat “Teleprospecting” as a standalone tactic or channel and not as the tie that binds all other go to market approaches
• Typical misuse of Teleprospecting:• Appointment Setting ONLY• Event Recruitment ONLY• Lead Generation/Qualification ONLY• License Renewals ONLY
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• Modern Day Inside Representation are able and adaptive
• Appointment Setting and Lead Qualification
• Nurturing Longer Term Prospects• Content Concierge• Data Hygiene• Market Intelligence and Campaign
Feedback• Connection with Sales
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SALES READY LEADS
NURTURE LEADS
AWARE PROSPECTS
VALIDATED DECISION MAKERS
TOTAL ADDRESSABLE MARKET
MAN+MACHINE DEMAND
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What does an ideal situation look like?
Agile Support:
Events
SurveysCustomer Outreach
Partner Recruitment
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Solution #1 – Automate to pain not persona
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Solution #1 – Automate to pain not persona
7/12/12Account Created
Lead Source: Web
7/12 – 7/174 contact
attempts by rep
7/18/12Saundra Jones email open: Top
25 GEO Q’s
7/18/12Web form
submission: Contact Request
7/24/12First Meeting; Opportunity
Created
7/25 – 8/13 Rep conducting due diligence;
closes opp $15k
8/16/12Opened August
eNewsletter
8/30/12Surpassed lead score of 9,999;
elevated to MQL1
9/6 – 9/20Rep conducting due diligence;
developing addtl opps
9/27 – 11/26Enrolled in 4 email
campaigns
12/3/12 New opportunity
created & closed,
Recruitment $6k
1/21/13New opportunity
created – Addendum to
orig opp
2/12/13Opportunity closed $25k
3/6 – 4/196 emails sent; email click thru
& web visit
6/5/13Opportunity
created $18k (on hold)
28 Sales touches
21 Marketing touches
12/26/12 – 1/29/13Enrolled in 3 email
campaigns
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Solution #2 – Integrate Telesales in Campaigns
• Webinar invite• Webinar Email• Social Media• Website
• BDR Playbook• Sales Alerts• Call & 1:1 email cadence
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Solution #2 – Integrate Telesales in Campaigns
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Solution #3 – Start with Good Data
Hi <first_name>, I was researching your company, and by the looks of the tracking code on your website, you are using <software_name> to track site visitors. We haven't met, but I think the fact that you've implemented <software_name> says you're a shrewd marketer who sees the potential of…
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The impact of integrating Marketing Automation and Telesales
Industry Location
Pipeline Created/ Nurtured
% $
Payroll/HR Services
TX 70% $16,343,088
IT Services VA 76% $6,158,311Data Encryption NJ 59% $5,071,321
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QA