Marketing Automation A Practical Approach -
Description: Marketing Automation A Practical Approach - Chandresh J. Shah Marketing What is Marketing? Product Marketing Marketing Execution Marketing Execution Strategy Plan Marketing Automation A Process NOT a Software Goal - Sales Marketing
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slide1. Marketing Automation A Practical Approach
- Chandresh J. Shah<br>
slide2. Marketing What is Marketing?
Product Marketing
Marketing Execution<br>
slide3. Marketing Execution Strategy
Plan<br>
slide4. Marketing Automation A Process
NOT a Software<br>
slide5. Goal - Sales Marketing Responsibilities – Execution
Lead Generation
Engagement
Conversion
Customer Engagement
Satisfaction – Word-of-Mouth
Foundation - Content<br>
slide6. Lead Generation – Conversion Points Opt-Ins
Entry click-in – SEO / SEM / PPC
Call – in
Engagement
Lead Aggregators, Paid leads
Small Steps
Visits
Browse
Sign-up for ‘stuff’
Abandonment<br>
slide7. Conversion<br>
slide8. Conversion Logic Best Practices
A/B and Multivariate testing – colors, columns, white space, buttons
Red vs. Green buttons – vary according to industry, company, site
No Consideration for User Content<br>
slide9. User Content Everything about your Potential Clients
Who are they?
Where they came from?
Where are they now?
What do they know?
Reason for browsing
Are they home? Clinic? Using desktop? Tablet?
Are they trying to solve a problem? Changing EMR? MU Incentive is the motive?
How knowledgeable are they?
Search Engine or campaigns or other media
How close are they to being ready to buy?<br>
slide10. Funnel Design Not just for Sales – Marketing AND Sales Process
Series of steps that lead visitors through website and other marketing and sales tactics towards ultimate conversion point.
Can and should have several funnels depending on your business model
Micro conversions
Bottom line conversions<br>
slide11. Funnel<br>
slide12. Funnel Standard<br>
slide13. Funnel - Leaks<br>
slide14. Funnel – Top Heavy<br>
slide15. Funnel - Lean<br>
slide16. Plinko<br>
slide17. Funnel - Hourglass<br>
slide18. Buyer Expectations - ZMOT<br>
slide20. 3 Reasons for Marketing Automation You Don’t want to miss out on your leads
79% of Marketing leads are not pursued (salesforce)
You want to engage with HOT prospects quickly
78% of sales goes to vendor that responds first (salesforce)
Be on Top of mind for your prospects
Nurtured leads deliver 47% higher average order values than non-nurtured leads (Aberdeen)<br>
slide21. SEO, PPC, Offline, DM, Social Website Lead Qualified 1 Qualified 2 Demo Negotiate Webform ïƒ Landing page ïƒ @ @ @ Drip Campaign @ @ @ -
Score Leads Drip Campaign @ @ @ Event – online, offline CRM Groups Workflows
Activities
Sales alerts based on criteria Marketing Automation
Simplifies Business Processes
Brings Efficiency
Ensures Growth<br>
slide23. Marketing Automation Vendors Marketo Infusionsoft Eloqua Act-on Pardot Callidus Salesfusion Hubspot Greenrope<br>
- Chandresh J. Shah<br>
slide2. Marketing What is Marketing?
Product Marketing
Marketing Execution<br>
slide3. Marketing Execution Strategy
Plan<br>
slide4. Marketing Automation A Process
NOT a Software<br>
slide5. Goal - Sales Marketing Responsibilities – Execution
Lead Generation
Engagement
Conversion
Customer Engagement
Satisfaction – Word-of-Mouth
Foundation - Content<br>
slide6. Lead Generation – Conversion Points Opt-Ins
Entry click-in – SEO / SEM / PPC
Call – in
Engagement
Lead Aggregators, Paid leads
Small Steps
Visits
Browse
Sign-up for ‘stuff’
Abandonment<br>
slide7. Conversion<br>
slide8. Conversion Logic Best Practices
A/B and Multivariate testing – colors, columns, white space, buttons
Red vs. Green buttons – vary according to industry, company, site
No Consideration for User Content<br>
slide9. User Content Everything about your Potential Clients
Who are they?
Where they came from?
Where are they now?
What do they know?
Reason for browsing
Are they home? Clinic? Using desktop? Tablet?
Are they trying to solve a problem? Changing EMR? MU Incentive is the motive?
How knowledgeable are they?
Search Engine or campaigns or other media
How close are they to being ready to buy?<br>
slide10. Funnel Design Not just for Sales – Marketing AND Sales Process
Series of steps that lead visitors through website and other marketing and sales tactics towards ultimate conversion point.
Can and should have several funnels depending on your business model
Micro conversions
Bottom line conversions<br>
slide11. Funnel<br>
slide12. Funnel Standard<br>
slide13. Funnel - Leaks<br>
slide14. Funnel – Top Heavy<br>
slide15. Funnel - Lean<br>
slide16. Plinko<br>
slide17. Funnel - Hourglass<br>
slide18. Buyer Expectations - ZMOT<br>
slide20. 3 Reasons for Marketing Automation You Don’t want to miss out on your leads
79% of Marketing leads are not pursued (salesforce)
You want to engage with HOT prospects quickly
78% of sales goes to vendor that responds first (salesforce)
Be on Top of mind for your prospects
Nurtured leads deliver 47% higher average order values than non-nurtured leads (Aberdeen)<br>
slide21. SEO, PPC, Offline, DM, Social Website Lead Qualified 1 Qualified 2 Demo Negotiate Webform ïƒ Landing page ïƒ @ @ @ Drip Campaign @ @ @ -
Score Leads Drip Campaign @ @ @ Event – online, offline CRM Groups Workflows
Activities
Sales alerts based on criteria Marketing Automation
Simplifies Business Processes
Brings Efficiency
Ensures Growth<br>
slide23. Marketing Automation Vendors Marketo Infusionsoft Eloqua Act-on Pardot Callidus Salesfusion Hubspot Greenrope<br>