supercharge your marketing with marketing automation and much more

Supercharge sales & marketing – Marketing Automation

Marina Lumley

@marinalumleyuk.linkedin.com/in/marinalumley

A bit about me

• Marketing Consultant, practitioner and trainer in Marketing Communication strategy

• Formerly integrated agency Board Director• 17 years Marketing Experience• CIM Faculty Member and Trainer • Teaching in the digital space - digital marketing; social

media marketing; integrated marketing. • Teach in the in marketing space– creative brief writing

and agency management

Do you know what your problem is?

A wise man once said – spend 95% of your time on defining the problem. And the remaining 5%

to solve it.

Digital Landscape

DigitalAdvertising

SEO

SocialMedia

BrandWebsite

ProductSite

Email

CampaignWebsite

Affiliates

Earned MediaCommunication created outside of the brand, about the brand/product

Bought MediaTypical media spend driving visitors to owned media

Owned MediaAll online media owned by the brand

2 billion $ Canadian dollars a year

2%Smarter at everything we do

Marketing Automation

The use of a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.

Wiki

5 Common Problems

• Time• Engagement• Sales Journey• Effectiveness• Data management (customer view)

Time is not elastic

http://www.youtube.com/watch?v=0YrHl7X7cOE

“Just under 17,500 businesses with a revenue of under $5m have installed Marketing Automation

systems in 2012”Raab Guide

Marketing Automation saves time

1. Database instantly updated with new data, insights and prospect behaviors

2. Dash boards and reports extracts your key metrics automatically

3. Single view so no need to go searching4. Automate emails reducing manual work flows5. Automatic alerts informing individuals as appropriate6. Sales allocation is automated and outlook synced with

appointments and reminders7. Joins up and automates sales and marketing processes

Engagement

Lack of it = wasted cost of acquiring attention

Acquire

ParticipateEngage

Share

“Businesses that blog at least 20x per month

generate over 5x more traffic than those that blog fewer than 4x per month”

“Businesses that blog at least 20x per month

generate nearly 4x more leads than those who don’t blog”

Source : Hubspot

…Benefits of engagement scoring

1. Score behaviours and interactions2. Qualify based on score3. Pass to sales once qualified on pre-defined

metrics which have been agreed by the company

4. Automated5. In Real time

The Sales Journey

The Sales Journey

The Sales Journey

Goals– Enable qualification– Encourage sales and marketing down from their

ivory towers to share the Intel– Unite with the cause– Own one system - together

1. More potent email marketing to prospects which is tailored to position in the sales funnel and engagement stage– Driven by greater knowledge and understanding

2. Sales and marketing more informed about the prospect journey – as an individual what they did, said, interacted with and when and what they did next

3. Never loose valuable leads – they can’t get lost or missed4. Sales and Marketing can see what each other did5. Know the real pipe line, not the one sales say6. More opportunities – the anonymous

… benefits to the sales journey

“How do I know how much to spend on what?”

“How do I know how much to spend on what?”

Purchase

Abandon

Browse

Interact

Unique visitors (anon.)No. of visitsTime on siteConversion rateContact details – if provided…

Post-click most relevant and meaningful for your marketing activity

1st visit

• Browsed Product Page

2nd visit

• Downloaded an infographic – no form fill

3rd visit

• Commented on a blog

4th visit

• Joined a webinar – form fill

What we know:

Product interest

Interest building and researching

Seeking to build credibility / gain a perspective

Ready to engage

1st visit

• Browsed Product Page

2nd visit

• Downloaded an infographic – no form fill

3rd visit

• Commented on a blog

4th visit

• Joined a webinar – form fill

Lead Scoring+5 points

+10 points

+7 points

+20 points

Engagement Score

+20 points

+42 points

+30 points

Return on Touch-point

£140

£120

£100

More options and solutions than ever before

• Integration bridges• Plug-ins• A desk-top of dash boards• £10k - £100k+

Marketing manager with minimum 5 years experience required– Solid level of communication experience across on-line, off-line

and non-line channels– Experience managing data– Capable of creating and sending out email campaigns– Social media guru– Able to write blogs, posts, tweet at will– Creative – able to write copy and do design– Technical – able to operate and integrate tools– Great working with sales people– Experience in setting exacting measurements for all activity– Can demonstrate through previous experience – ROI, ROC, ROT– Can increase my sales by 10% within the first 3 months of joining

team– Will not ask for more resource for at least a year

Empower marketing and sales to supercharge their business. To push the dial, tweak, learn, evaluate, roll-out. Assessment in real time and fast decisions. To be 2% better in 5 different key places. That’s 10% better

than we were.

• Built a set of tools that not exhaustive in market place – but is core functionality

• Built in with full CRM system that will gets started sales and marketing processes – built on an enterprise level platform that can scale as you grow

Any questions?

Marina Lumley

@marinalumley

uk.linkedin.com/in/marinalumley