Transcript Marketing Automation Matters

Marketing Automation Matters
November 14, 2013
Agenda
• Marketing Automation Overview
• Why Marketing Automation
• Marketing to Sales Funnel
• Marketing Automation Sample Solution
• Online Assessment
• Q&A Session
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2
What is Marketing Automation (MA)
• 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
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3
How MA Organizes the Marketing & Sales Process
• 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!
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4
Bringing Peace & Harmony
Align Sales & Marketing = Seamless Buying Process
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5
Adopt New Approach
•
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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6
Marketo: 2012 Marketing Benchmarks
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Marketo: 2012 Marketing Benchmarks
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8
Changes to Sales Cycle
•
Lifetime of the sales cycle has remained unchanged
•
The time spent by marketing engaging with leads before transitioning
to sales has evolved
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9
Marketing to Sales Funnel
1
2
3
4
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10
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
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11
Drive Awareness: Step 1
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
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Drive Awareness: Step 1
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.
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LinkedIn Banners
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Drive Awareness: Step 1
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.
Have Questions? Tweet Us with #HilemanGroup
Facebook Banners
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Drive Awareness: Step 1
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.
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15
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.
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16
Educate & Build Profile: Step 2
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.
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17
Educate & Build Profile: Step 2
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.
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18
Educate & Build Profile: Step 2
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.
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19
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)
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20
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.
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21
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
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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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23
Abandonment Stage
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
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25
Marketing to Sales Funnel
Companies that excel at lead nurturing are able to generate 50%
more sales ready leads at 33% lower cost per lead.
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?
Forrester Research
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26
Take Your Online Assessment
www.hilemangroup.com/lp/marketing-automation/index.html
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Questions?
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28
Lunch & Learn: Designing for Mobile
Date:
Thursday, February 20th at 12pm EST
Course Description:
The number of people browsing the web from a
mobile device has rapidly increased over the past
few years and is expected to continue
growing. In this course, we will educate you on
the options you have when designing for mobile
and what you should consider when developing
the mobile strategy for your website.
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