Maximizing Lead Generation and Revenue Using Marketing Automation

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Do you use marketing automation software, or are you planning to purchase a platform this year? Marketing automation is a huge investment of both money and time, and it’s very important to know exactly what marketing automation can do for your company so you can get the most from your investment.

During this webinar, Janet Driscoll Miller of Marketing Mojo and Kelly Waffle of MarketBridge will guide you through the many capabilities of marketing automation so you can leverage them to their fullest benefit for your company.

What You’ll Learn:
• Why marketing automation is such an important component for any digital marketing strategy
• How NOT to get stuck in a rut with your marketing automation platform
• Nurturing leads through the funnel and improving sales using marketing automation

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Maximizing Lead Generation and Revenue Using Marketing Automation

  1. 1. @marketingmojo | #mojowebinar | marketing-mojo.com Presented by Janet Driscoll Miller President and CEO, Marketing Mojo Kelly J. Waffle Vice President, Strategic Solutions Group, MarketBridge MAXIMIZING LEAD GENERATION AND REVENUE USING MARKETING AUTOMATION
  2. 2. @marketingmojo | #mojowebinar | marketing-mojo.com TODAY’S PRESENTERS KELLY J. WAFFLE Vice President, Strategic Solutions Group MarketBridge +KellyWaffle JANET DRISCOLL MILLER President and CEO Marketing Mojo @janetdmiller +Janet Driscoll Miller
  3. 3. @marketingmojo | #mojowebinar | marketing-mojo.com ABOUT MARKETING MOJO • Originally founded as Search Mojo • Demand generation marketing firm founded in 2005 › Search engine optimization (SEO) › Paid media management » Pay-per-click advertising management (PPC) » Social media advertising › Content marketing › Marketing automation › Analytics consulting • Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
  4. 4. @marketingmojo | #mojowebinar | marketing-mojo.com OUR CLIENTS
  5. 5. @marketingmojo | #mojowebinar | marketing-mojo.com ABOUT MARKETBRIDGE • Managed marketing services firm with 20-year history working with Fortune 1000 and high-growth clients • Formula for success: Digital strategy/programs + data analytics = improved sales productivity • Headquartered in Bethesda, MD › Offices in San Francisco, CA and Sofia, Bulgaria • Website: www.market-bridge.com • Blog: http://the-digital-bridge.com
  6. 6. @marketingmojo | #mojowebinar | marketing-mojo.com WHY MARKETING AUTOMATION?
  7. 7. @marketingmojo | #mojowebinar | marketing-mojo.com HOW MANY WEBSITES PROCESS LEADS Salesforce.com Marketing Mojo Website
  8. 8. @marketingmojo | #mojowebinar | marketing-mojo.com WHY IS THIS A PROBLEM? • Salesforce duplicates lead records • Not everyone wants immediate contact › Sales cycle of 90 days (sometimes longer) • Some people may NEVER be qualified leads or buyers › Learners vs. buyers
  9. 9. @marketingmojo | #mojowebinar | marketing-mojo.com ADDING MARKETING AUTOMATION Salesforce.com Search Mojo Website
  10. 10. @marketingmojo | #mojowebinar | marketing-mojo.com CASE STUDY: MARKETING MOJO Salesforce.com Alone Salesforce.com + Marketo MQLs to Opportunities
  11. 11. @marketingmojo | #mojowebinar | marketing-mojo.com CASE STUDY: MARKETING MOJO Salesforce.com Alone Salesforce.com + Marketo Opportunities Won
  12. 12. @marketingmojo | #mojowebinar | marketing-mojo.com CASE STUDY: MARKETING MOJO Salesforce.com Alone Salesforce.com + Marketo Time to Close
  13. 13. @marketingmojo | #mojowebinar | marketing-mojo.com HOW DO YOU GET SIMILAR RESULTS? • Two main steps: › Input leads into the funnel more effectively › Address how you move leads through the funnel Campaign Management Lead Management Pipeline Management Handoff to Sales CRM Lead Nurturing Lead Scoring Segmentation around Personas Qualification Stages Marketing Qualified Lead Loyalty & Retention Close Sales Engagement & Qualification Sales Qualified Opportunity Marketing Automation Web Landing Pages Inbound Marketing Outbound Marketing Tele-prospecting Follow-up Lists Data cleansing, appending, and augmentation
  14. 14. @marketingmojo | #mojowebinar | marketing-mojo.com PUTTING LEADS INTO THE FUNNEL
  15. 15. @marketingmojo | #mojowebinar | marketing-mojo.com STEPS TO EFFECTIVE LEAD GENERATION WITH MARKETING AUTOMATION • Understand/Develop Personas • Optimize Forms • Target Personas through Demand and Lead Generation Efforts
  16. 16. @marketingmojo | #mojowebinar | marketing-mojo.com UNDERSTANDING PERSONAS • Know your customers and target audience. › Build personas, even basic ones, from the information in your customer database › Understand their demographics and behaviors too
  17. 17. @marketingmojo | #mojowebinar | marketing-mojo.com OPTIMIZE FORMS • Reduced 9 form fields to only 3 Landing Page Conversion Long Checkout 0.26% Short Checkout 1.04% Increase 300% Source: Marketing Experiments
  18. 18. @marketingmojo | #mojowebinar | marketing-mojo.com OPTIMIZE FORMS • Propagating a user’s profile over time • Marketers prioritize the fields to capture
  19. 19. @marketingmojo | #mojowebinar | marketing-mojo.com OPTIMIZE FORMS
  20. 20. @marketingmojo | #mojowebinar | marketing-mojo.com OPTIMIZE FORMS 42.3% of Respondents Fill Out Additional Information
  21. 21. @marketingmojo | #mojowebinar | marketing-mojo.com OPTIMIZE FORMS
  22. 22. @marketingmojo | #mojowebinar | marketing-mojo.com OPTIMIZE FORMS 10% used social login
  23. 23. @marketingmojo | #mojowebinar | marketing-mojo.com WHY SOCIAL? • High level of demographic targeting Facebook LinkedIn Likes Industry Gender Gender Status Update Title and/or Function Geographic Region Geographic Region School Company Size Age Seniority Level
  24. 24. @marketingmojo | #mojowebinar | marketing-mojo.com Google Retargeting ads focused on financial planning assets User Responds to Offer (Fills out form) User Does Not Respond to Offer (Doesn’t fill out form) User clicks on social ad Mark person as interested in financial planning Ad targeted towards people with interests in financial planning Landing page, focused on financial planning white paper TARGETING PERSONAS
  25. 25. @marketingmojo | #mojowebinar | marketing-mojo.com CASE STUDY: SCIENCELOGIC 0 100 200 300 400 2011 2012 Conversions
  26. 26. @marketingmojo | #mojowebinar | marketing-mojo.com CASE STUDY: SCIENCELOGIC 2011 2012 Cost per Lead
  27. 27. @marketingmojo | #mojowebinar | marketing-mojo.com CASE STUDY: SCIENCELOGIC 2011 2012 Cost
  28. 28. @marketingmojo | #mojowebinar | marketing-mojo.com SEARCHMOJO.COM CASE STUDY: SCIENCELOGIC 281% 1178% (pipeline)(revenue) ROI
  29. 29. @marketingmojo | #mojowebinar | marketing-mojo.com MOVING LEADS THROUGH THE FUNNEL
  30. 30. @marketingmojo | #mojowebinar | marketing-mojo.com BUILD A FUNNEL—IT’S VITAL Great lead generation and management require more than just marketing automation. They require repeatable processes—which the funnel pulls together. Campaign Management Lead Management Pipeline Management Handoff to Sales CRM Lead Nurturing Lead Scoring Segmentation around Personas Qualification Stages Marketing Qualified Lead Loyalty & Retention Close Sales Engagement & Qualification Sales Qualified Opportunity Marketing Automation Web Landing Pages Inbound Marketing Outbound Marketing Tele-prospecting Follow-up Lists Data cleansing, appending, and augmentation “A whopping 68% of B2B organizations have not identified their funnel.” MarketingSherpa
  31. 31. @marketingmojo | #mojowebinar | marketing-mojo.com SPEAK THE SAME LANGUAGE Marketing talks about: • “Volume” • “Activities” • “Leads” Sales talks about: • “Quality” • “Revenue” • “Opportunities” “61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified.” MarketingSherpa
  32. 32. @marketingmojo | #mojowebinar | marketing-mojo.com SCORE LEADS TO TRACK FUNNEL ADVANCEMENT Secret: Lead scoring is easy-to- implement but hard to leverage. Make sure you are scoring both fit and behavior. Still not working? Try using behavior triggers, not scores. “79% of marketers have not established lead scoring.” Marketing Sherpa
  33. 33. @marketingmojo | #mojowebinar | marketing-mojo.com NURTURE LEADS TO MAXIMIZE INVESTMENT “Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.” Forrester Tip: Before you attack the middle of the funnel, standardize your data with your marketing automation platform by role for better segmentation and more consistent and effective messaging. Job Title Role • Chief Financial Officer • Chief Marketing Officer • VP, Sales and Marketing • VP, Marketing • VP, Administration • Director of Marketing • Economic Buyer/Decision Maker
  34. 34. @marketingmojo | #mojowebinar | marketing-mojo.com DEFINE FUNNEL STAGES TOGETHER • What is an “inquiry”? A “prospect”? A “lead”? • What is a “Marketing Qualified Lead (MQL)”? • What does the handoff between Marketing and Sales look like? “Only 25% of leads are legitimate and should advance to sales.” Gleanster Research
  35. 35. @marketingmojo | #mojowebinar | marketing-mojo.com CONTACT KELLY J. WAFFLE Vice President, Strategic Solutions Group MarketBridge +KellyWaffle JANET DRISCOLL MILLER President and CEO Marketing Mojo @janetdmiller +Janet Driscoll Miller
  36. 36. @marketingmojo | #mojowebinar | marketing-mojo.com LOOKING FOR HELP? Contact Marketing Mojo 800-939-5938 ext. 101 jmiller@marketing-mojo.com MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo Contact MarketBridge 1-888-GO-TO-MKT kwaffle@market-bridge.com MARKETBRIDGE Twitter: @marketbridge Facebook: facebook.com/MarketBridge Google+: +MarketBridge

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