Presentation about marketing automation by Dirk Tuip from SearchUser given at the growthhacking week of Startupbootcamp Amsterdam for ecommerce startups. More information available on www.searchuser.nl/marketing-automation of www.marketingautomationtips.nl.

1. Total in Support
Croissantje Creatief
+searchuser
@searchuser
searchuser.nl
THE FUTURE IN B2B
MARKETING & SALES
+dirktuip
@dirktuip
dirktuip.nl

2. Dirk
1. Former Top Handbal player, 28 caps
2. Marketing cleaning company (35 mln)
3. Cruyff Institute Marketing Manager
4. Help people grow & Connecting the dots
5. CEO of SearchUser and FacilityApps (startup)
6. Board of Glasaal Volendam

3. SU (10 FTE)
1. Founded in 2009 – focus on SEO/SEA
2. Focus on B2B Online Marketing &SALES
3. Top-10 Google Agencies, SMB Partner
4. Traffic Generation, Conversion + Automation for B2B
5. Served over 500 companies in internet marketing
6. IBM, Scoupy, B2B and software companies
7. 15 MA implementations in the last 6 months

4. Email Marketing
nd image slide!
mail Evolution!
!
Personalized!
SPAM!!
SPAM!
!
Segmented!
Newsletters!
!
Hyper!
Targeting!
!
!
Real-time!
Marketing Automation

5. What is MA?
1) Right message - right lead - right time
2) As Automated As Possible
3) Know when a lead is sales ready
4) ROI measurement

6. Advantages
- Save time
- Marketing and Sales = 1
- Right clients + qualification
- Notifications versus human ‘mistakes’
- Marketing = ROI
- E-mail marketing + CRM in one package
- Building authority

7. Right People
Product -> Target Group
Right Message
Strategie -> Funnel
Automation / DATA
Physical > Online/Software

8. Don’t think:
‘I want more traffic to my website’
Think:
‘I want my ideal client on my website’

9. STOP SHOOTING EVERYBODY
How do I get my ideal client/fans?

10. CRM?

12. Target Group List:
Get the lead

13. Linkedin search

14. Buyer Persona

15. AIDA Google Model

16. Linkedin Targetting

17. Facebook Targetting
1
7

18. Twitter targetting

19. Remarketing

20. Bird has flown

21. Right People
Product -> Target Group
Right Message
Strategie -> Funnel
Automation / DATA
Physical > Online/Software

22. TIP 1:
GATHER EMAIL ADRESSES WITH (FREE) GIVE AWAYS
E-MAILS = LEADS!!
TIPS FOR AN ONLINE SALES FUNNEL

23. TIP 2: E-mail follow up
Tip 2.1: separate your sales pitch (case
studies, etc.)
Tip 2.2: send useful content (tips & tricks)

24. TIP# 3:
Use different conversions
(divide your product)

25. TIP# 4:
Use more funnels
• Per product -> different sales story!
• Per industry -> different sales story!
• Per type customer -> different sales story!

26. Tip# 5,6,7,8: Automate

27. Right People
Product -> Target Group
Right Message
Strategie -> Funnel
Automation / DATA
Physical > Online/Software

28. Marketing Automation
1. AUTOMATE ALL MARKETING ACTIVITIES
2. SPEED UP THE SALE - behavior based
content’)
How?

29. My journey to the right software

30. Marketing Automation Software

31. Our journey
So you chose your software. Now what?
Choose your client
Choose added value

32. No, it’s not ‘cold’ and non-personal!
1. Get more info about your leads
- Measure site behavior
- Get notifications
2. Faster lead to sale
- Segmentation
- Automate e-mails
- Dynamic content
3. Measure your ROI
- Revenu per campaign
- Adwords integration
- CRM + sales funnel

33. 1.
More info about leads!
Which companies on my site?

34. 1. More information about your leads
See exactly what visitors have done (and who they are)

36. 1. More information about leads
Notifications!!

37. 2. Faster go to sale
Segmentate automatically, based on their behavior on the website
or in emails.

38. Example of segmentation lists

39. 2. Speed up your sale
Dynamic content (web + e-mail)
A B
A B

40. 3. Meet je ROI

41. 3. Sales Funnel

42. Example Marketing Automation
Klant zoekt verhuizer online
1. Komt op site, download 10 verhuistips
2. Klant komt in funnel
3. Krijgt e-mail, wat voor specifieke
verhuistips zoekt u? (klantsegmentatie)
4. Krijgt automatische email met
gespecificeerde content
5. Call to action mail met aanbieding

43. Example Marketing Automation
Koper van Whisky
1. Komt op site, plaatst een bestelling
2. Klant komt in funnel
3. Krijgt e-mail, wij hebben ook een
community en market place, voordelen
daarvan. Of krijg na bepaalde periode
email met aanbieding zelfde type
smaak whisky
4. Word opgenomen in nieuwsbrief

44. Example Marketing Automation
Verzekeringskantoor wil verzekeringen verkopen
1. Nieuwsbrief wordt verstuurd naar alle klanten
over verzekeringen rondom wintersport
2. Klant klikt en komt in funnel*
3. Klant krijgt meer informatie over waaraan hij
moet denken bij wintersportvakantie
4. Als klant klik krijgt hij aanbieding
5. *Funnel is trechter

45. Take Aways
- Automate Content = King!
- Give away (e-book, whitepaper, etc.)
- Lead nurturing based on sales funnel
- Story telling of your emails -> ask questions, survey, different
landing pages
- Not only fo inform, but HELP
- MA Software is for startups and SMB - 300-400 v.s. 1500-2000

46. Total in Support
Croissantje Creatief
+dirktuip
@dirktuip
dirktuip.nl
THE FUTURE IN B2B
MARKETING & SALES