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  • How do we become what people are wanting
  • Interuptive tactics do not work. Educated research purchase decisions
  • Content marketing
  • Marketing responsibility
  • Ad agencies obsolete w/o demand generation
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Mau presentation marketing_fora_bravenewworld Mau presentation marketing_fora_bravenewworld Presentation Transcript

  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Marketing For a Brave New World!Sponsored byRadix Promotions and MarketingTM
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Who am I?Why do I think I know whatI am speaking about?Introduction
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Marketing of YesterdayDark-haired step child of theorganizationInterruptive CampaignsNo AccountabilityMetrics?
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Marketing of Today Responsible for MORE with LESS Accountable for revenue contribution Metrics! Inbound Marketing / DemandGeneration
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Inbound Marketing Vs. Outbound Marketing“Audiences everywhere are tough. They don‟thave time to be bored or brow beaten byorthodox, old fashioned advertising.We need to stop interrupting what peopleare interested in & be what people areinterested in.”CRAIG DAVISCHIEF CREATIVE OFFICER, WORLDWIDEJ. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Fact:The internet has fundamentallychanged the way people find,discover, share, shop, & connect.Inbound Marketing Vs. Outbound Marketing
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Inbound Marketing Vs. Outbound MarketingSOURCE: PEW RESEARCH CENTER, MAY 2010The things we used to do offline,we now do online.
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Fact:Marketers are shifting theirbudgets away form “interruption”advertisingInbound Marketing Vs. Outbound Marketing
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”B2B marketers are shifting their budgets toward inbound marketingInbound Marketing Vs. Outbound MarketingSOURCE: MARKETINGSHERPA, OCTOBER 2010
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Inbound Marketing Vs. Outbound MarketingMore than half of marketers increased theirinbound marketing budget in 2011SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Fact:Inbound marketing is a lot morecost effective than traditional,outbound marketingInbound Marketing Vs. Outbound Marketing
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Inbound Marketing Vs. Outbound MarketingInbound marketing costs 62% less perlead than traditional, outbound marketingSOURCE: HUBSPOT, 2011
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Inbound marketing tactics don‟t just generate leads.They generate revenue.Inbound Marketing Vs. Outbound MarketingSOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Inbound Marketing Vs. Outbound MarketingThe Bottom Line:Go inbound or go home!!!
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Demand Generation & Marketing AutomationSo Now What????!!!!
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Demand Generation & Marketing AutomationWhat is Demand Generation? Demand Generation is the focus of targeted marketingprograms to drive awareness and interest in a companysproducts and/or services. Commonly used in business to business, business togovernment, or longer sales cycle business to consumersales cycles, demand generation involves multiple areas ofmarketing and is really the marriage of marketing programscoupled with a structured sales process.
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Demand Generation & Marketing AutomationThree key elements a Demand Generation approach:1. Building a holistic, integrated set of buyer nurturing programsthat enable marketing to operate at the center of—and lead—thecustomer acquisition, adoption and renewal processes.2. Leveraging Marketing Automation as the core infrastructure topower Demand Generation programs.3. Creating a set of business processes to integrate the marketingand sales teams, closely track and optimize marketing spend andcapitalize on a companys existing success.
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Demand Generation & Marketing AutomationData Points Only 2-5% of companies today are using marketing automation(Laura Ramos, Forrester) 89% of companies struggle with automating marketing functions(Aberdeen) Today, only 27% of all closed sales come from leadsgenerated by marketing(Sirius Research)
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”OLD WAY - ESP, Google Analytics, etc…Prospect Contact form completed No PersonalizationNo EngagementUnknown Actions& readinessNEW WAY - Marketing AutomationProspectContact form is mapped & addeddirectly into your lead databaseName, email, phonegives us details for 1:1communicationsWe know when she’s ready!Faster/more tailored follow-upDemand Generation & Marketing AutomationBenefits of Using Marketing Automation
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Demand Generation & Marketing AutomationBefore Marketing Automation Annual quality leads marketing sends to sales: 1,200 Sales based on 16% conversion rate (Aberdeen study): 192 Lifetime revenue per deal: $4,800 Lifetime revenue generated: $921,600 Marketing costs: $300,000 Marketing Net profit: $621,000 Marketing Cost-per-sale $1,562 Marketing ROI: 107%
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Demand Generation & Marketing Automation Annual quality leads marketing sendsto sales: 1,800 50% Higher Leads sent to sales that wereclosed -16% : 288 (Aberdeen study) + 92 Opportunities Lifetime Revenue generated:$1,382,400 (Immediately)After Marketing Automation
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Is Demand Generation & Marketing Automation Right forYour Business?Are you sending emails as part of your marketing strategy?Is it valuable to identify who is on your website and/orinteracting with emails and content?Do you need to hand off leads to sales as soon as theyreach a certain threshold of „readiness‟?Marketing Automation can help with automated emailcampaigns, granular visitor tracking, lead scoring, leadnurturing, alerts, etc.
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Benefits by Business TypeB2B B2C E-CommerceManages complexsales cyclesPersonalizescommunicationsEfficientElevate sales readyleadsLoyalty programsSweepstakesPromotions and salesbased on site usageProfiling / DemographicinsightTracks socialconversation related tothe brandCart abandonmentcampaignsPromotions and salesbased on purchasehistoryCustomized e-couponsSeasonal messages
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Benefits for Companies of all SizesLarge EnterpriseSmall / MediumBusinessSo-Ho Streamlines communications Centralizes lead management Individualizes conversations Promotes lead cycle management Easy to use interface Quickly measures qualified prospects Replaces blind cold-calling with calls toqualified leads Helps you do more with less! Offers good balance of personalizedcommunication Scales lead nurturing Efficient follow-up to qualified leads
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Benefits for Your Business Develop and qualify moreopportunities from your database Have „e-conversations‟ usingrelevant collateral as opposed toone-off emails Hand off the most qualified leads tosales at the height of engagement Save time and stretch your budgetwith automated processesHow does Marketing Automation benefit you?
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Final Thoughts By not spending more on marketing, but ratherreallocating to increased digital presence,content, and lead nurturing, you are able toincrease revenue, profits and lower cost-per lead. Ultimately this leads to 5 times greater Returnon Marketing spending for your company.
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Q & A
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Thank You!!
  • Click to edit Master title style“Marketing Solutions Today for Tomorrow’s Challenges”Marketing For a Brave New World!Sponsored byRadix Promotions and MarketingTM