5. Who is your Buyer?
Demographic
Geographic
Industry
Title
Revenue/Income
Pain points
Motivations
6. HOW BUYERS BUY
Awareness
Interest
Desire
Hire
Rule: Our Mission Is To Change The Buyer’s Behavior
Ads Sponsorships SEO
Branding Networking
MARKETING
SALES
Association Involvement Content Website
Event Attendance Calls to action
Referrals
Alliances
Nurturing
RFP
Customers!
Get found!
Publish,
optimize,
promote
Convert!
Visitors to
leads & leads
to customers
7.
8. What is Marketing Automation?
Inbound
Marketing
Email/Drip
Marketing
Blogging
Gating >
Forms >
Landing
Pages
Calls to
Action
Lead
Generatio
nCampaign
Managem
ent
CRM
Integratio
n
Social
Marketing
Marketing
Analytics
Marketing
& Sales
Integratio
n
9.
10.
11.
12. More Fun Stats
78% of successful marketers cite marketing automation systems as
most responsible for improving revenue contribution. – Lenskold and
Pedowitz Group’s 2013 Lead Generation Marketing Effectiveness Study
B2B marketers who implement marketing automation increase their
sales-pipeline contribution by 10%. - Forester Research’s The Forrester Wave TM: Lead-to-
Revenue Management Platform Vendors, Q1 2014
Statistics provided by Hubspot estimate that generating inbound
leads is up to 61% less expensive than outbound.
13. Are you ready for Marketing
Automation?
Have you identified a digital
strategy in which to attract
more traffic to your website?
Search Engine Optimization
(SEO)
Search Engine Marketing (SEM)
CRM
Buyer personas identified
Content
14. Best Platforms*
Eloqua Marketo Pardot HubSpot
Oracle Marketing Cloud
product;
Primarily used by Enterprises
(>1000 employees) and mid-
market (51-1000 employees);
SalesForce product; bonus in
that it integrates most
seamlessly with SalesForce
CRM;
Primarily used by Small
Businesses (50 or fewer
employees) and mid-market
(51-1000 employees);
“Cadillac” of marketing auto; ease of use; primarily used by Small
Businesses (50 or fewer
employees) and mid-market
(51-1000 employees);
phenomenal service with
wealth of tools and ongoing
education at hand;
Primarily used by Enterprises
(>1000 employees) and mid-
market (51-1000 employees);
quick set-up; segmentation of buyer
personas based on very
granular actions they are taking
(gives better insight);
intuitive and a time saver
capable of handling unlimited
campaigns a year with extra
smooth workflow
good mid to high level tool; good for specific niche
targeting
micro-segmentation
*Based on what my network says & comparing them on G2 Crowd.
16. 1. Know who you are
2. Know your buyer
3. Develop a sales process
4. Follow a sales process
5. Ready for marketing automation?
6. Assign role to Marketer or Consultant
7. Free trials
8. Go get em’ tiger!
Customers need to feel as though they can relate to a business and that it is why it has become so important to create online content that caters to customer personas that make up your target audience.
The use of social media such as Facebook and Twitter allows businesses to gain deeper insights into the concerns of leads while simultaneously gaining free word-of-mouth advertising.
Not only is social media virtually free to use, it will certainly prove more effective in generating leads, conversions and defining personas than pricey widespread radio advertisements or television commercials.
Know yourself as a business owner
What are your core values
What is your mission
Where are you going
How are you going to get there
All of the platforms at our disposal to get our message across. Each platform serves a purpose in the sales pipeline. They help us pinpoint qualified leads and nurture them through the sales process.
Pipeline really should be a never-ending cycle where analysis is performed over time to determine better ways to get found and convert. Marketing research such as A|B testing, surveys and web analytics can help with better decision making.
Software as a Service (SaaS) used to streamline, automate and measure marketing workflows to increase operational efficiency, nurture leads, and grow revenue faster using CONTENT.
Wraps up your:
Email/drip marketing
Blog
Gating, forms, calls to action and landing pages on website
Campaign and event management
Lead generation
CRM Integration (in some cases, CRM is included with the software)
Prospect and client segmentation
Pipeline Tracking
Social Marketing
Marketing Analytics
Integrates marketing and BD function
About two-thirds of respondents to a recent study from Regalix indicate that it takes at least 6 months from the time of implementation to realize the benefits of using marketing automation. The survey – fielded among 348 senior marketing executives, practitioners and business leaders from around the world.
Search Engine Optimization (SEO)
Back-linking
Retargeting
Social Media
Keyword Implementation
Content, content, content – Library, Blogging and Video
Search Engine Marketing (SEM) – Pay Per Click (PPC)
CRM - Clean, segmented data
Buyer personas identified
“When it comes to marketing automation capabilities, using CRM is like building a car from a kit. All the parts
are there, but you need the time and skill to put it all together. Using marketing automation is like buying the
car you want or need, with all the features you want already installed and some gas in the tank, ready to
drive. In either case, you still need to know how to drive and where you want to go.”
Free trials = use them!
Some 73% of the Regalix survey respondents said they are using marketing automation tools, with another 15% evaluating or considering them. Among those who have implemented a marketing automation solution, 82% said they are using a hosted solution.
Based on Regalix Study from earlier, 7 in 10 respondents use or have evaluated Marketo’s automation tool in the past 12 months, trailed by Eloqua (41%), Pardot (32%) and HubSpot (19%).
The top factors respondents consider when evaluating platforms and vendors are ease of use (86%), price (82%), product integration (77%) and analytics and reporting features (75%).
The most commonly-cited roadblocks to effective use of marketing automation are lack of resources (55%) and time (53%).
