an introduction to marketing automation

An Introduction to Marketing Automation

July 7th, 2015Kevin KrasonBiznet Digital

Agenda

• Modern Marketing Landscape• Promise of Marketing Automation• Fundamentals• Lifecycle of a Prospect• First Steps

Modern Marketing Landscape

• The Internet flipped the buy/sell process• The buyer finds the seller 80% of the time

– 72% on Google• Modern Marketing is all about a content strategy• Sales require a Relationship: Know-Like-Trust

“The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process.”

SiriusDecisions

PPCSEO

Then… …Now

Marketing

Sales

Marketing

Sales

Awareness

Interest

Consideration

Intent

Evaluation

Purchase

Sales & Marketing Roles have Changed

Marketing Challenges

• Buyers have more information than they can use• Many marketing tactics are ignored because they don’t get the

attention of the target – must be personalized• Nurturing leads with relevant content is now required

Marketing Challenges

• Not enough leads to feed the sales funnel• No easy way to qualify leads• No way to effectively nurture leads• Big gaps in follow-up from sales team• Can’t see where the leaks are in the pipeline• Don’t know which tactics are driving revenue

“Only 27% of leads sent directly to sales are qualified.” – Marketing Sherpa

What if you could…

…Know what your prospects want before they tell you?

… Allow them to self-select the information that matters most?

…Engage them at exactly the right time, every time, with the right message automatically?

Promises of Marketing Automation

• Generate more leads• Increase number of qualified leads• Drive more sales• Balanced sales and marketing resources• Increase in average sales price• Improves up-selling and cross selling• Measure marketing effectiveness• Provide a perpetual lead generation machine

What is the Ultimate Lead Machine?

…A technology driven ecosystem for prospects and clients that:• Educates, inspires and nurtures• Provides personalized, timely information• Guides prospects through the sales process• Automatically delivers the right message at the right time• Identifies sales-ready prospects• Tracks and proves the ROI for every marketing tactic• Creates the optimal marketing system

MA Fundamentals

Lifecycle of a Prospect

The relationship begins when a prospect visits your website through:

• Search• Social• Email• Direct

Visitor IDIdentify Visitors even before they share their contact information

Incentivize Visitors to Self Identify

Offer visitors Gated Content or promotions in exchange for contact information, email address, phone, etc.

Track Web Activity

• Know every page your prospect visited

• Flag Important Pages to identify prospects

• Score actions to evaluate quality, interest and readiness

Track Activity

• Know every page your prospect visited

• Flag Important Pages to identify prospects

• Score actions to evaluate quality, interest and readiness

Nurture

• Continue to reach out via email and monitor site activity

• Personalize the message based on user actions, scores, and interests

Close the Business

When a prospect’s score predicts that they are ready to buy, engage directly by turning them over to the sales team to close

First Steps

• Define/review buyer personas – your “Target Market”• Review existing marketing content and collateral• Assess website’s ability to attract and nurture• Optimize website for lead generation and nurturing• Review/upgrade/replace/enhance technology for content

management, marketing analytics, email, lead generation, lead nurturing, and scoring• Define KPI’s and configure reporting tools

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Summary: Marketing Automation is a Must Have for Today’s Businesses

Questions?

Thank You!Kevin Krason

kkrason@biznetdigital.net248-560-9000