Marketing automation is the technology that allows companies to streamline, automate, and measure marketing tasks and workflows so they can increase operational efficiency and grow revenue faster. In this presentation we will cover the following topics 1. Changing Buyer and the Leaky Funnel 2. What you can do to improve your results 3. Business benefits from these improvements 4. Lead nurturing for improved ROI

1. MARKETING AUTOMATION
NURTURING & PRIORITIZING
LEADS TO CONVERTS MORE
LEADS TO REVENUE
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And other valuable ideas learned from the
trenches that will take your service
business to the next level.

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WHAT IS MARKETING AUTOMATION?
Marketing automation is the
technology that allows companies to
streamline, automate, and measure
marketing tasks and workflows so
they can increase operational
efficiency and grow revenue faster.
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THE CHANGING B2B BUYER
ØBuyers are seeking and finding more information on
their own—they are in control.
ØThere is an information abundance and we have to be
heard through the noise.
ØTo drive revenue, marketers must become more adept
at identifying sales-ready leads and nurturing the
remainder.
ØCompanies need to interact with prospects early in
the sales process, by providing relevant information in
the early stages of the buying process.
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THE LEAKY FUNNEL
ØPoorly defined customer segments
ØFlawed lead qualification standards
ØSlow or no follow-up from sales
ØLack of process
ØNo sales and marketing alignment
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WHAT CAN YOU DO?
1. Identify your buyer and understand the buying
journey
2. Map sales and marketing practices to the
buying journey
3. Use marketing automation integrated with
CRM to deliver the right content to your buyer
at the right time
4. Create lead scoring and nurturing programs
that enable your to hand off warmer leads to
sales
5. Measure and adapt based on testing
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INCREASE PRODUCTIVITY
Use Marketing Automation to:
1. Run more campaigns without
expanding the marketing team
2. Create more consistent email
follow-up
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MORE QUALIFIED LEADS
Nurtured leads experience a 23%
shorter sales cycle.
- Market2Lead
Lead nurturing can potentially save
80% of your direct mail budget
and bring a 10% or greater
increase in revenue over 6-9
months.
- Gartner Research
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8. INCREASE SALES EFFECTIVENESS
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Ø Prioritize leads based on quality
and urgency
Ø Let sales send leads back to
marketing for further nurturing,
preventing leads that just "sit"
somewhere
Ø Provide comprehensive lead
activity history for sales
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9. LEAD SCORING
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With good info on lead prioritization, your staff spends
more time selling and less time guessing.
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10. TURNING MARKETING INTO A REVENUE DRIVER
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11. MARKETING AUTOMATION ROI
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According to Forrester
Research, companies that excel
at lead nurturing generate 50%
more sales leads at 33% lower
cost per lead. -
DemandGen Report
Marketing automation
users report three times
more leads passed to
sales after one month.
- Marketo
A study by CSO Insights showed that 89% of companies that
aligned sales and marketing lead generation efforts reported
measurable increases as a result of continuous nurturing.
Lead nurturing is essential for all businesses that wish to drive higher profits and ROI.
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CURRENT LEAD NURTURING STRATEGIES
1. What Is Currently In Place?
2. What Do You Want to Implement?
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SUMMARY
• More innovation
• Greater scalability
• Enhanced targeting
• Increase conversion
• Increase marketing productivity
• Improve lead nurturing
• Increase sales effectiveness
• More visibility into key analytics
• Turn marketing into a revenue driver
Source: Marketo
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