marketing automation & drupal
DESCRIPTION
The economic downturn forced marketing organizations to do a better job communicating and quantifying their strategies, tasks, and success. Out of this has come tools to generate leads better and also at a lower cost. These tools are marketing automation. Well-implemented Marketing Automation increases revenues and profitability while lowering costs (or at least cost per new customer). Jim Caruso will cover why this is important to us, organizations that have or build Drupal websites. Jim Caruso, CEO of MediaFirst +1 770.642.2080 http://MediaFirst.netTRANSCRIPT
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ConsistentStrategy + Tactics
Industry AwarenessEducating Audiences & Markets
Selling Value PropositionConnect & Engage
Leads
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Unfair AdvantagesEngineers
IT Sales = Real Customers12 Years of Client Successes
Know Industries & TechnologiesEffective process, Low overhead
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Partner, Tool, Contractor• Partners: Rackspace 10+, Hubspot, Yottaa, Acquia, etc.
•Tools: Drupal, WordPress, MailChimp, and whatever you have
•Write, edit, social media, PR, etc.
•Websites & changes, advertising, etc.
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78% of Internet users conduct product research online.
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75% of the links search users
click on are organic—not paid.
SOURCE: MARKETING SHERPA, FEBRUARY 6, 20077Friday, April 12, 13
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Companies that blog get
website visitors.
12 SOURCE: HUBSPOT, 2010
55% more
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14 SOURCE: HUBSPOT, 2011
67%of B2C companies
and 41% of B2B companieshave acquired a customer
through Facebook.
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IT’S TIME TO
MARKETING!TRANSFORM
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Make stuff people want.
1START CREATING/PUBLISHING CONTENT THAT IS HELPFUL & VALUABLE TO OUR CUSTOMERS:
• FAQS• HOW-TO’S• EBOOKS• VIDEOS• BLOG!
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Be generous.2
• THE MORE WE GIVE, THE MORE WE’LL GET
• INCREASE # OF PAGES & INBOUND LINKS
• BUILD TRUST, CREDIBILITY, & GOOD WILL
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Rock our keywords.3 • GET ON PAGE 1!
• DOUBLE TRAFFIC• CUT PPC SPENDING IN HALF
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Give great directions.
4• CREATE RELEVANT LANDING PAGES• CLEAR CALLS TO ACTION• COMPELLING OFFERS
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Invest wisely.5
“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
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6 MONTH GOALS:
• Double web traffic (to buyer keywords)• Double web leads• Website Grade above 70
–http://www.WebsiteGrader.com–Grader.com
• REPEAT!HOW TO USE THIS SLIDE: Adjust above goals according to your baseline and growth objectives. Then delete this box & the orange arrow to the left!
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(my addition in parentheses)
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200 MillionAmericans have registered on the Federal Trade Commission’s “Do Not Call” list.
SOURCE: FTC, JULY 201017Friday, April 12, 13
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Yesterday’s approach:
“GET IN THEIR FACE” when they’re not looking.
Tomorrow’s approach:
“GET FOUND” when they are looking.
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Inbound marketing costs 62% less per lead than traditional, outbound marketing.
AVG COST/LEAD: $143
AVG COST/LEAD: $373
OUTBOUND INBOUND
SOURCE: HUBSPOT, 201119Friday, April 12, 13
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Inbound Marketing Methodology
Source - http://www.hubspot.com/products/inbound-marketing/
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Marketing is EVERYTHING
• Website
• Content
• Social Media
• SEO
• Events
• Video
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Marketing Automation
•Overview
•Components
•Tools
•Implementation
•Measurement
•Plan, Do , Measure, Control - Deming
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What I Like
• A methodology for implementation
• Tracking methods that show incremental improvement
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Drupal
•Powerful Out-of-the-Box
•Flexible - Add Modules
•Functional - Any
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Marketing Automation
• Content: Website, Blogging, Press Releases, Forum, etc
• Calls-To-Action (CTA)
• Forms (number of fields)
• Landing Pages
• Email: Campaigns, Nurturing (Drip), Transactional
• SEO
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Attract Buyers
• Buyer Personas - Who will buy?
• Buyer Needs - What content helps them buy?
• “Buyer Keywords” - What will be their search query?
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Owned, Earned & Paid Media
• Owned: your website and communications that you control
• Earned: Press coverage, “Likes,” Google +1, Retweet, etc.
• Paid: Advertising and promoted content
• Syndicated content, promoted tweet, Facebook or Linkedin Ads
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Persona, VC (Investor)
• Large Market
• Excellent Management Team
• Effective Value Proposition
• Ability to Execute
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Metrics• Revenues: Top Line
• Profit: Bottom Line
• Closed Deals
• Qualified Leads
• Marketing Qualified Leads
• All Leads
• Traffic29Friday, April 12, 13
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Marketing Tools•Website profiler: Ghostery, BuiltWith, etc.
•Dashboards: Geckoboard, Informly, etc.
•Integration: Zapier
•Collaboration: Basecamp, GatherContent, etc.
•SEO: SeoMoz, SpyFu, SEMRush
•Traffic Rank: Alexa, Compete, Quantcast, etc.
•File Share & Sync: Dropbox, Google Drive, Voxel, CloudHQ
•Quotes & Digital Signatures30Friday, April 12, 13
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Dashboard: Leftronic
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Dashboard: Ducksboard
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Dashboards - a listhttp://chimeapp.com/
http://www.cyfe.com/http://www.digmydata.comhttp://www.ducksboard.comhttp://www.easy-insight.comhttp://www.geckoboard.comhttp://www.grappster.comhttp://www.inform.ly http://www.leftronic.comhttp://statusboard.mehttp://www.trakkboard.comhttp://www.zeppelin.coRead more: http://mediafirst.net/blog/dashboard-apps-chime-cyfe-digmydata-ducksboard-easy-insight-geckoboard-grappster-informly-trakk#ixzz2QBXpv0Yz Under Creative Commons License: Attribution Non-Commercial No Derivatives
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THINK LIKE A MEDIA COMPANY. You are one.
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Google is our new business card.
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IMPACT OF WEBSITE CONTENT ON INBOUND LEADS.
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Inbound Marketing Campaign Components
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Produce a Compelling Marketing Offer
Place the Offer on Your Website
Promote the Offer
Nurture the Leads who Convert on That Offer
Measure Your Success
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Create a Compelling Offer
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•Offers can take any number of formats•Ebooks•Whitepapers•Webinars•Demos•Tip Sheets•Infographics•Videos•Templates•And so on…
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Place the Offer on Your Website
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Email #1Day 10
Download Our New Lead Generation eBook
Email #2Day 20
Watch “How Using Targeting Email can Increase Leads”
Email #3Day 40
Receive a Demo of the HubSpot Contacts Tool
Nurture Leads Who Convert
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Promote the Offer
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How to properly promote your offer through social media• Decide on the timing.• Choose what social networks work best for this offer• Use a Hashtag• Change up your messages• Measure your success and replicate what works.
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Measure Your Campaign
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CONVERTS INTO QUALIFIED LEADS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
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DELIGHTS YOUR CUSTOMERS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
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Content Distribution
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Incremental Improvement
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Landing Page
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Incremental Improvement
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Incremental Improvement
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create marketing people love
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119%THE CLICK-THROUGH RATE ON TRIGGERED MESSAGES IS 119% HIGHER THAN “BUSINESS AS USUAL MESSAGES.
- EPSILON & DMAhttp://www.epsilon.com/download/q1-2012-north-america-email-trend-results-open-rates-improve-over-previous-quarter-and-prev
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Semi- fictional representations of your ideal customer based on real data and some select educated speculation
about customer demographics, behavior patterns, motivations, and goals.
What is a Buyer Persona?
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Persona Profile Checklist
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MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (BU), MBA (Babson)• 42, Married, 2 Kids (10 and 6)
Goals:• Support sales with collateral and leads• Manage company communications• Build awareness
Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess
Loves HubSpot because:• Easy to use tools that make her life easier• Learn inbound marketing best practices• Easier reporting to sales and CEO
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Use PPC to Unleash the Power of Organic (SEO)
• Free
• More traffic
• Smarter people
• Longer lasting
Source: Marketing Sherpa and Enquiro Research
Organic Results
75% of clicks
Pay Per Click – 25% of Clicks
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Marketing Automation Vendors•Act On
•Eloqua
•Hubspot
•Infusionsoft
•Loopfuse
•Marketo
•Pardot
•Salesfusion
•Silverpop
•“White Label”
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Resources: Complete Examples•Marketing Automation vendors
•Brian Clark
•ProBlogger.net
•Chris Brogan
•Gary Vaynerchuk @GaryVee
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Marketing Automation with Drupal
•Google Analytics
•Great content, taxonomy, related content
•Friendly search, Solr and faceted
•Performance tuned servers, caching, and CDN
•Drupal form & validation modules (CRM form modules)
•Email: modules for MailChimp & Mandrill - other ESPs
•Great experience, tracking and landing page alternatives
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MediaFirst: Marketing PR, Social, & Web - for Leads
• Jim Caruso, 404.788.0188, [email protected]
• http://MediaFirst.net
68Friday, April 12, 13