Download - An introduction to Marketing Automation
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An Introduction to Marketing Automation
July 7th, 2015Kevin KrasonBiznet Digital
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Agenda
• Modern Marketing Landscape• Promise of Marketing Automation• Fundamentals• Lifecycle of a Prospect• First Steps
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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
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Then… …Now
Marketing
Sales
Marketing
Sales
Awareness
Interest
Consideration
Intent
Evaluation
Purchase
Sales & Marketing Roles have Changed
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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
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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
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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?
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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
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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
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MA Fundamentals
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Lifecycle of a Prospect
The relationship begins when a prospect visits your website through:
• Search• Social• Email• Direct
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Visitor IDIdentify Visitors even before they share their contact information
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Incentivize Visitors to Self Identify
Offer visitors Gated Content or promotions in exchange for contact information, email address, phone, etc.
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Track Web Activity
• Know every page your prospect visited
• Flag Important Pages to identify prospects
• Score actions to evaluate quality, interest and readiness
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Track Activity
• Know every page your prospect visited
• Flag Important Pages to identify prospects
• Score actions to evaluate quality, interest and readiness
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Nurture
• Continue to reach out via email and monitor site activity
• Personalize the message based on user actions, scores, and interests
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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
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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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Recommends SharpSpringGenerate More Leads, Convert Them To Revenue, Prove Marketing ROI
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Summary: Marketing Automation is a Must Have for Today’s Businesses