Marketing Automation Matters - PowerPoint Presentation

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Marketing Automation Matters

November 14, 2013Slide2

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Marketing Automation Overview

Why Marketing Automation

Marketing to Sales Funnel

Marketing Automation Sample Solution

Online Assessment

Q&A Session

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AgendaSlide3

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

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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!

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Bringing Peace & Harmony

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Align Sales & Marketing = Seamless Buying Process

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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 revenueCompanies should be moving away from blasting a batch of emails to all their customersInstead they should be delivering campaigns personalized and relevant to each customerA greater understanding of your customers behaviors and their needs is imperative in order to gain their business Have Questions? Tweet Us with #HilemanGroupSlide7

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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

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Changes to Sales CycleSlide10

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Marketing to Sales Funnel

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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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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.

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.

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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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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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.

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anding pages are also a great opportunity to gain additional information on marketing leads.

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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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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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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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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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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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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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Abandonment StageSlide25

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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

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Take Your Online Assessment

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

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Questions?

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Date:

Thursday, February 20

th

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.  Have Questions? Tweet Us with #

HilemanGroup

Lunch & Learn: Designing for Mobile