marketing automation for the evolving business
TRANSCRIPT
Marketing Automation for the Evolving Business
Kelly Ernest, Marketing Manager, KatzAboschFebruary 20, 2015
Business Owner
You Seek… TimeEfficiencyLongevityProfitabilitySatisfactionStatusImpressionEnlightenment
Who is your Buyer?
DemographicGeographicIndustryTitle Revenue/IncomePain pointsMotivations
HOW BUYERS BUY
Awareness
Interest
Desire
Hire
Rule: Our Mission Is To Change The Buyer’s Behavior
Ads Sponsorships SEO
Branding Networking
MARKETING
SALES
Association Involvement Content Website
Event Attendance Calls to action
Referrals
Alliances
Nurturing
RFP
Customers!
Get found! Publish, optimize, promote
Convert! Visitors to leads & leads to customers
What is Marketing Automation?
Inbound Marketin
g
Email/Drip
Marketing
Blogging
Gating > Forms > Landing Pages
Calls to Action
Lead Generati
onCampaign
Management
CRM Integrati
on
Social Marketin
g
Marketing
Analytics
Marketing &
Sales Integrati
on
More Fun Stats
78% of successful marketers cite marketing automation systems as most responsible for improving revenue contribution. – Lenskold and Pedowitz Group’s 2013 Lead Generation Marketing Effectiveness Study
B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%. - Forester Research’s The Forrester Wave TM: Lead-to-Revenue Management Platform Vendors, Q1 2014
Statistics provided by Hubspot estimate that generating inbound leads is up to 61% less expensive than outbound.
Are you ready for Marketing Automation?
Have you identified a digital strategy in which to attract more traffic to your website?
Search Engine Optimization (SEO)Search Engine Marketing (SEM) CRMBuyer personas identifiedContent
Best Platforms*
Eloqua Marketo Pardot HubSpot
Oracle Marketing Cloud product;
Primarily used by Enterprises (>1000 employees) and mid-market (51-1000 employees);
SalesForce product; bonus in that it integrates most seamlessly with SalesForce CRM;
Primarily used by Small Businesses (50 or fewer employees) and mid-market (51-1000 employees);
“Cadillac” of marketing auto;
ease of use; primarily used by Small Businesses (50 or fewer employees) and mid-market (51-1000 employees);
phenomenal service with wealth of tools and ongoing education at hand;
Primarily used by Enterprises (>1000 employees) and mid-market (51-1000 employees);
quick set-up; segmentation of buyer personas based on very granular actions they are taking (gives better insight);
intuitive and a time saver
capable of handling unlimited campaigns a year with extra smooth workflow
good mid to high level tool;
good for specific niche targeting
micro-segmentation
*Based on what my network says & comparing them on G2 Crowd.
Helpful Links
Eloqua –Marketo –Pardot –HubSpot -www.G2Crowd.com
1. Know who you are 2. Know your buyer3. Develop a sales process4. Follow a sales process5. Ready for marketing automation?6. Assign role to Marketer or
Consultant7. Free trials8. Go get em’ tiger!
