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Total in SupportCroissantje Creatief
THE FUTURE IN B2B MARKETING & SALES
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Dirk
1. Former Top Handbal player, 28 caps2. Marketing cleaning company (35 mln)3. Cruyff Institute Marketing Manager4. Help people grow & Connecting the dots5. CEO of SearchUser and FacilityApps (startup)6. Board of Glasaal Volendam
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SU (10 FTE)
1. Founded in 2009 – focus on SEO/SEA2. Focus on B2B Online Marketing &SALES3. Top-10 Google Agencies, SMB Partner4. Traffic Generation, Conversion + Automation for B2B5. Served over 500 companies in internet marketing6. IBM, Scoupy, B2B and software companies7. 15 MA implementations in the last 6 months
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Email Marketing
Marketing Automation
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What is MA?
1) Right message - right lead - right time
2) As Automated As Possible
3) Know when a lead is sales ready
4) ROI measurement
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Advantages
- Save time- Marketing and Sales = 1- Right clients + qualification- Notifications versus human ‘mistakes’- Marketing = ROI - E-mail marketing + CRM in one package - Building authority
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Right PeopleProduct -> Target Group
Right MessageStrategie -> Funnel
Automation / DATAPhysical > Online/Software
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Don’t think:‘I want more traffic to my website’
Think:‘I want my ideal client on my website’
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STOP SHOOTING EVERYBODY
How do I get my ideal client/fans?
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CRM?
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Target Group List: Get the lead
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Linkedin search
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Buyer Persona
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AIDA Google Model
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Linkedin Targetting
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Facebook Targetting
17
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Twitter targetting
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Remarketing
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Bird has flown
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Right PeopleProduct -> Target Group
Right MessageStrategie -> Funnel
Automation / DATAPhysical > Online/Software
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TIP 1: GATHER EMAIL ADRESSES WITH (FREE) GIVE AWAYS
E-MAILS = LEADS!!
TIPS FOR AN ONLINE SALES FUNNEL
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TIP 2: E-mail follow up
Tip 2.1: separate your sales pitch (case studies, etc.)
Tip 2.2: send useful content (tips & tricks)
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TIP# 3:Use different conversions
(divide your product)
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TIP# 4:Use more funnels
• Per product -> different sales story!• Per industry -> different sales story!• Per type customer -> different sales story!
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Tip# 5,6,7,8: Automate
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Right PeopleProduct -> Target Group
Right MessageStrategie -> Funnel
Automation / DATAPhysical > Online/Software
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Marketing Automation
1. AUTOMATE ALL MARKETING ACTIVITIES
2. SPEED UP THE SALE - behavior based content’)
How?
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My journey to the right software
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Marketing Automation Software
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Our journey
So you chose your software. Now what?
Choose your client
Choose added value
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No, it’s not ‘cold’ and non-personal!
1. Get more info about your leads- Measure site behavior- Get notifications2. Faster lead to sale- Segmentation- Automate e-mails- Dynamic content3. Measure your ROI - Revenu per campaign- Adwords integration- CRM + sales funnel
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1. More info about leads!Which companies on my site?
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1. More information about your leads
See exactly what visitors have done (and who they are)
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1. More information about leads
Notifications!!
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2. Faster go to sale
Segmentate automatically, based on their behavior on the website or in emails.
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Example of segmentation lists
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2. Speed up your sale
Dynamic content (web + e-mail)
A B
A B
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3. Meet je ROI
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3. Sales Funnel
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Example Marketing Automation
Klant zoekt verhuizer online
1. Komt op site, download 10 verhuistips2. Klant komt in funnel
3. Krijgt e-mail, wat voor specifieke verhuistips zoekt u? (klantsegmentatie)
4. Krijgt automatische email met gespecificeerde content
5. Call to action mail met aanbieding
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Example Marketing Automation
Koper van Whisky
1. Komt op site, plaatst een bestelling2. Klant komt in funnel
3. Krijgt e-mail, wij hebben ook een community en market place, voordelen daarvan. Of krijg na bepaalde periode
email met aanbieding zelfde type smaak whisky
4. Word opgenomen in nieuwsbrief
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Example Marketing Automation
Verzekeringskantoor wil verzekeringen verkopen
1. Nieuwsbrief wordt verstuurd naar alle klanten over verzekeringen rondom wintersport
2. Klant klikt en komt in funnel*3. Klant krijgt meer informatie over waaraan hij
moet denken bij wintersportvakantie4. Als klant klik krijgt hij aanbieding
5. *Funnel is trechter
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Take Aways
- Automate Content = King!- Give away (e-book, whitepaper, etc.)- Lead nurturing based on sales funnel- Story telling of your emails -> ask questions, survey, different
landing pages- Not only fo inform, but HELP- MA Software is for startups and SMB - 300-400 v.s. 1500-2000