e marketeer seminar june 2014
DESCRIPTION
TRANSCRIPT
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MARKETING THAT DRIVES SALES
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LEAD GENERATION AND MARKETING AUTOMATION
ACAD EMY
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• Brief introduction to eMarketeer
• How outbound, inbound and nurturing goes together
• What is marketing automation and why do you need it?
• Short demo
AGENDA
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Brief introduction to eMarketeer
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Owned, headquarteredand developed in Sweden
Founded in 2002
Highest Creditworthiness
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…and some 1200 more
Companieswe keep...
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250+ Integrations..• CRM• CMS• Image editing• Analytics• Web stats• Social Media• Video• Image archives• Slides• Audio• Maps
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SalesNurtureCaptureAwareness
What we do
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SalesNurtureCaptureAwareness
We help you drive up awareness, with "outbound marketing”
1
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SalesNurtureCaptureAwareness
We help you drive up awareness, with "outbound marketing”
We help you capture leads with "inbound marketing"
1
2
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SalesNurtureCaptureAwareness
We help you drive up awareness, with "outbound marketing”
We help you capture leads with "inbound marketing"
1 3
2
We help you nurture leads with ”marketing automation"
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SalesNurtureCaptureAwareness
We help you drive up awareness, with "outbound marketing”
We help you capture leads with "inbound marketing"
We help you deliver qualified leads to sales with "sales enablement"
1 3
42
We help you nurture leads with ”marketing automation"
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Awareness Capture Nurture Sales
Emails, SMS, SurveyLanding PagesFB Pages, Web appsWeb Forms, Events
Address & SendPublishSegmentingScheduling
BUILD DEPLOY
What it is
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Awareness Capture Nurture Sales
Emails, SMS, SurveyLanding PagesFB Pages, Web appsWeb Forms, Events
Address & SendPublishSegmentingScheduling
BUILD DEPLOY LISTEN
CTA Forms, Survey answersEvaluations, Web page visitsLink clicks, Email OpensSocial interaction
What it is
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Awareness Capture Nurture Sales
Emails, SMS, SurveyLanding PagesFB Pages, Web appsWeb Forms, Events
Address & SendPublishSegmentingScheduling
BUILD DEPLOY LISTEN AUTOMATE
CTA Forms, Survey answersEvaluations, Web page visitsLink clicks, Email OpensSocial interaction
Send Email, Send SMSSend notify, Add & remove from lists, Update contactAdd & remove fr campaign
What it is
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Awareness Capture Nurture Sales
Emails, SMS, SurveyLanding PagesFB Pages, Web appsWeb Forms, Events
Address & SendPublishSegmentingScheduling
BUILD DEPLOY LISTEN AUTOMATE SHARE
CTA Forms, Survey answersEvaluations, Web page visitsLink clicks, Email OpensSocial interaction
Send Email, Send SMSSend notify, Add & remove from lists, Update contactAdd & remove fr campaign
SMS & Email NotifySuperOffice CRMSalesforce CRMTouchpoints
What it is
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Awareness Capture Nurture Sales
Emails, SMS, SurveyLanding PagesFB Pages, Web appsWeb Forms, Events
Address & SendPublishSegmentingScheduling
BUILD DEPLOY LISTEN AUTOMATE SHARE
CTA Forms, Survey answersEvaluations, Web page visitsLink clicks, Email OpensSocial interaction
Send Email, Send SMSSend notify, Add & remove from lists, Update contactAdd & remove fr campaign
SMS & Email NotifySuperOffice CRMSalesforce CRMTouchpoints
What it is
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CONTACTS CONTACTSCONTACTS CONTACTSCONTACTS CONTACTS
EDITOR EDITOREDITOR EDITOREDITOR EDITOR
RESULTSRESULTSRESULTS RESULTSRESULTS RESULTS
API / PLUGINAPI / PLUGINAPI / PLUGIN
API / PLUGINAPI / PLUGIN API / PLUGIN
PAYPLANPAYPLANPAYPLAN PAYPLANPAYPLAN PAYPLAN
LOGINLOGINLOGIN LOGINLOGIN LOGIN
99% of all marketeers…
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NEWSLETTER?CONTACT US DEMO WEBINAR OTHER GOAL
NEWSLETTERS SEARCH & ADSSOCIALEVENTS MOBILE OTHER CAMPAIGNS
INBO
UN
DO
UTB
OU
ND
NU
RTU
RIN
G
SALE
S EN
ABLE
MEN
T
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How do you work smarter?Do MORE with LESS resources
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Manage MULTIPLE channelswith ONE tool
EMAIL MARKETING FACEBOOK MARKETING MOBILE MARKETING WEB & LANDINGPAGES EVENT MANAGEMENT SURVEY & WEBFORMS
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EMAIL MARKETING FACEBOOK MARKETING MOBILE MARKETING WEB & LANDINGPAGES EVENT MANAGEMENT SURVEY & WEBFORMS
ONE content editor for all channelsConnected to 250 content sources
EDITOR
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Capture InterestsFrom multiple channels
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EMAIL MARKETING FACEBOOK MARKETING MOBILE MARKETING WEB & LANDINGPAGES EVENT MANAGEMENT SURVEY & WEBFORMS
ONE Contact DatabaseGet a 360° contact view!
CONTACTS
Frank clicked link in “Newsletter #2”
Frank registered to our event “Big Biz”
Frank answered our Customer Survey
Segments
Photo
Email Activity
Form Activity
Web Activity
Mobile Activity
Landing Page
Activity
Group Member
Social Platforms
360° view
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EMAIL MARKETING SURVEYS & WEBFORMS FACEBOOK MARKETING WEB & LANDING PAGES MOBILE MARKETING EVENT MANAGEMENT
CONTACTSRESULTS ONE
integrationCRM
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Nurture
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SUSPECT
PROSPECT
QUALIFIED LEAD
SALES
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SUSPECT
PROSPECT
QUALIFIED LEAD
SALES
Free whitepapers, GuidesEbooks, Videos, Checklists
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SUSPECT
PROSPECT
QUALIFIED LEAD
SALES
Webinars, Case studies, Free samples, Catalogs, FAQ sheets, Brochures
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SUSPECT
PROSPECT
QUALIFIED LEAD
SALES
Free trials, Demos, Assessments,Consultations, Coupons
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SUSPECT
PROSPECT
QUALIFIED LEAD
SALESSales interaction to generate customers
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From multiple channels
Marketing Automation
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EMAIL MARKETING FACEBOOK MARKETING MOBILE MARKETING WEB & LANDINGPAGES EVENT MANAGEMENT SURVEY & WEBFORMS
ONE Automation EngineAutomate based on contact feedback across channels!
IF-THEN AUTOMATION
Someone answers a formSomeone answers a surveySomeone opened an email
Someone clicks on email linkSomeone clicks on SMS link
Someone clicks a link on webEmail is sent
SMS is delivered
IFSend an emailSend a SMSAdd contact to listRemove contact from listAdd contact to campaignRemove contact from campaignUpdate contact cardUnsubscribe a contactSend notification via email/SMSPush data to URLInteract with CRM
THEN
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Why marketing automation...
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Awareness
Interest
Qualification
Decision
Experience
The r
ole
of
sale
s
THE ROLE OF SALES
80%OF THE BUYER’S JOURNEY TRAVELLED WITHOUT SALES
??!
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Awareness
Decision
Action / Experience
Interest
Qualification
!
!
!
!
The Buyer’s Journey
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Awareness
Decision
Action / Experience
Interest
Qualification!!
!
!
!
!
!
!
!
!
The Buyer’s Journey
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Can sales and marketing become friends?
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“Marketing isn’t giving us enough leads”
SALES SAYS:
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“Boohoo! I gave you tons of leads.
You just don’t follow up properly!”
MARKETING SAYS:
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Sales called unqualified leads and find they are a waste of time – they stop
calling the rest of the leads
Why?
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Offer full transparency
and up to date information on
qualified leads to sales.
Friends?
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DEMO
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&QUESTIONSANSWERS
? ? ? ?? ?
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KLAUS TROLLECMO EMARKETEER
Thank you for your
time!