Marketing automation

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Automation in Marketing Function

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  • Explain: Prospects- anyone who visits your website, comes, takes action there- before they get to sales
    Once this person is in the hands of sales, they are an opportunity or lead
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  • Marketing automation

    1. 1. Presented By: Atish Singla Gaurav Bisht Gaurav Verma
    2. 2. • Marketing Automation Overview • Marketing Automation Capabilities • The Sales Funnel • Lead Generation • Marketing Automation Benefits
    3. 3.  Marketing software that aligns your company’s digital marketing efforts with your prospect’s website activity ◦ Marketing Efforts + Website Activity  Enables marketers to better track their marketing efforts, and how they directly impact sales  Opens lines of communication with prospective customers
    4. 4. Presentation Agenda
    5. 5.  Email, form & landing page development ◦ Quickly develop marketing pages without IT involvement  Website visitor tracking ◦ Tell your sales team who is visiting your website  Lead Management ◦ Leverage lead scoring to provide insight as to where a prospect is in the sales cycle
    6. 6.  Social Media ◦ Integrate all aspects of your digital presence  CRM ◦ Transfer marketing insight to sales team  Reporting
    7. 7. Image from CRW Graphics
    8. 8.  Gain prospect behavior insights ◦ How a prospect came to your website ◦ Every visit one of your prospects makes to your website ◦ The pages, resources and content a prospect visited  Marketing Automation can deliver ◦ Targeted email messages relevant to your prospect ◦ Lead scoring on all prospects, to aid the sales team in qualification
    9. 9.  Well built marketing systems will ◦ Enable the sales team to focus on the most qualified prospects, in all stages of the buying process  Communicate to prospects with the right message ◦ Enable marketers to design targeted, automated communications for prospects  Where they are in the sales cycle • What they are most interested in
    10. 10. Sales Contact Lead Generation (Inbound Marketing) Marketing Automation Software
    11. 11. Lead Generation (Inbound Marketing) Nurture Sales Ready Marketing Automation Customers
    12. 12. Forrester Consulting, "Driving SMB Revenue In A Tough Economy," November 2012.
    13. 13.  Lead Scoring ◦ Behavioral  Pages Visited  Content Read  Emails Opened ◦ Demographic  Traits that make your company’s ideal customer  Ex. B2B Company: VP Sales, US & Canada
    14. 14.  Drip Campaigns ◦ Automated programs that help you keep in touch with your customers until they are ready for a nurture campaign  Lead Nurture Campaigns ◦ Serving relevant content to a prospect that relates to their interests and their place in the sales cycle
    15. 15.  Inbound Marketing ◦ PPC & SEO ◦ Email Marketing ◦ pURL Campaigns ◦ Direct Mail  Nurture ◦ White Papers ◦ Case Studies ◦ Demos & Videos ◦ Customer Testimonials ◦ Relevant Industry Data
    16. 16.  Lead Scoring + Drip & Nurture Campaigns ◦ Once the lead score reaches your target, the prospect is sent to your sales team
    17. 17. • Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. • Nurtured leads make 47% larger purchases than non-nurtured leads. • 61% of B2B marketers send all leads directly to sales; however, only 27% of those leads may be qualified Statistics from from Forrester Research, The Annuitas Group and Marketing Sherpa, respectively.
    18. 18.  http://www.hubspot.com/marketing- automation-information  http://www.slideshare.net/hschulze/marketi ng-automation-trends-2014  http://www.silverpop.com/Software/marketin g-automation/marketing-automation- highlights/b2b-highlights/

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