marketing automation matters - hileman group lunch & learn series

Marketing Automation MattersNovember 14, 2013

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• Marketing Automation Overview

• Why Marketing Automation

• Marketing to Sales Funnel

• Marketing Automation Sample Solution

• Online Assessment

• Q&A Session

Have Questions? Tweet Us with #HilemanGroup

Agenda

What is Marketing Automation (MA)

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• The use of a defined approach and specialized software to organize the previously disconnected process of lead generation and management

• The ability to utilize many marketing channels seamlessly throughout the sales and marketing funnel

• Increase tracking and allow a closer relationship between marketing and sales

• End users are nurtured throughout the funnel rather than overwhelmed


How MA Organizes the Marketing & Sales Process

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• The ability to utilize digital marketing

channels to increase reach and

tracking ability

• By using highly targeted content and

an inbound marketing approach we

can target end users throughout the

sales cycle.

• Nurture end users through a defined

cycle based on what they request

• Track everything!


Bringing Peace & Harmony

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Align Sales & Marketing = Seamless Buying Process


Adopt New Approach

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• Buyers are seeking and finding more information on their own

• Companies need to interact with prospects before the sales conversation and provide relevant information in the early stages of the buying process

• Leads need to be nurtured before they are sales ready in order to help drive revenue

• Companies should be moving away from blasting a batch of emails to all their customers

• Instead they should be delivering campaigns personalized and relevant to each customer

• A greater understanding of your customers behaviors and their needs is imperative in order to gain their business


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Marketo: 2012 Marketing Benchmarks


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Marketo: 2012 Marketing Benchmarks


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• Lifetime of the sales cycle has remained unchanged

• The time spent by marketing engaging with leads before transitioning to sales has evolved


Changes to Sales Cycle

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Marketing to Sales Funnel

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2

3

4


Drive Awareness: Step 1

• Define and segment target audience

• Create campaigns that are relevant to audience that provide valuable information to incent initial engagement (low user commitment)

• Drive awareness of campaign by utilizing various tactics that address your target audience

11Have Questions? Tweet Us with #HilemanGroup


Paid & Organic Search

• More than 1 billion queries searched a month on search engines.

• Target the right keyword terms with the right content to reach relevant users when they are searching for answers.

• The click through rate across organic and paid search ranges from 1% to over 20%

Google Search



Paid Social

• Define a highly targeted audience based on profile and geographical data

• By using highly targeted content and relevant ads we can drive the right visitors to your website or landing page.

• This approach allows you to drive highly targeted traffic with a very low cost-per-click structure.

LinkedIn Banners



Paid Social

• Define a highly targeted audience based on profile and geographical data

• By using highly targeted content and relevant ads we can drive the right visitors to your website or landing page.

• This approach allows you to drive highly targeted traffic with a very low cost-per-click structure. Facebook Banners



Display Remarketing

• Re-engage end users after

they have already visited your

website and did not convert.

• With a highly relevant target

audience and a low cost per

click structure the cost per

lead from remarketing is

extremely low.


Educate & Build Profile: Step 2

• Continue to nurture leads after initial engagement

• Collect additional information from them by providing valuable and relevant content (build your customer profile)

• White papers, guides, free product, newsletter, presentations, etc.



Whitepaper/Guide Downloads

• Creating content that helps

solve your prospects’ pain is

one of the most common

approaches to educate.

• Landing pages are also a

great opportunity to gain

additional information on

marketing leads.



Sweepstakes

• Sweepstakes are a low

commitment way to drive

new leads into the marketing

funnel.

• Keep in mind that

sweepstakes leads will

require a lot more nurturing

and qualifying than other

educating activities.



Product Trials or Demos

• A strong nurturing activity is trials or demos of a product or service.

• When implemented correctly you can easily convert a lead into a customer with very little nurturing.

• This type of activity is normally performed at the bottom of the marketing funnel.


Engage & Qualify: Step 3

• Track user engagement throughout campaign

• Calculate lead score

• Determine which leads are ready to convert (those defined as a “qualified” lead)


Engage & Qualify: Step 3

Lead Scoring = Qualifying

• In order to qualify your leads a

well defined scoring and lead

process is imperative

• Once a scoring structure is

defined it is easy to transition

into step 4 or the conversion

stage of the process.


Convert: Step 4

• Marketing qualified leads are passed on to sales

• Leads not qualified by Marketing continue through nurturing process

• Sales converts qualified leads to purchase

• Shortens the sales cycle by making sales process more efficient


Convert: Step 4

Marketing Automation System

• System in which leads are

nurtured before being passed

off to sales as qualified

CRM System

• System where qualified leads

are tracked by sales team

until conversion


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Take action to refine campaigns and help reduce abandonment stage

• Determine campaign successes and areas for improvement

• Define steps taken by qualified leads to conversion

• Evaluate the users that did not engage

• View analytics and tweak campaign to try and re-engage abandoned users


Abandonment Stage

Marketing to Sales Funnel

Is Your Company Ready for Marketing Automation?

• What is the current size of your sales and marketing funnel?

• Can you provide your lead conversion percentage?

• What is your current cost per opportunity? Cost per lead?

• On average, how many days does it take to convert a lead to purchase?

Companies that excel at lead nurturing are able to generate 50% more sales ready leads at 33% lower cost per lead.

Forrester Research


Take Your Online Assessment

www.hilemangroup.com/lp/marketing-automation/index.html


http://www.hilemangroup.com/lp/marketing-automation/index.html?utm_source=slideshare&utm_medium=social&utm_campaign=marketingautomationmatters

http://www.hilemangroup.com/lp/marketing-automation/index.html?utm_source=slideshare&utm_medium=social&utm_campaign=marketingautomationmatters

marketing automation matters - hileman group lunch & learn series

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