Marketing Automation: Essential Elements of Successful B2B Demand Generation Forest Yule Silverpop Strategic Alliances Manager Fyule@silverpop.com 512-850-2946
Agenda Who we are Why Marketing Automation Key Capabilities with Marketing Automation Closing/Q&A
Silverpop 1500+ customers, 2000+ brands Email Marketing and Marketing Automation Appexchange/ISV Partner with Self-Service Integration >80M msgs/day sent across our customer base
Key Learning Goals Lead nurturing is critical to creating sales-ready leads The B2B buyer of today requires a new approach; dialog-marketing tactics Lead Nurturing provides a proven, substantial return on investment Where do you start? You can start simple, then adapt
B2B demand-gen is a numbers game Only 2-5% of raw inquiries coming into the top of the B2B marketing and sales ‘funnel’ convert to sales. 25-30% of B2B marketing databases have bad or incomplete records. Source: SiriusDecisions, SiriusDecisions 2010 Summit, Scottsdale, Arizona
Marketing Automation Results Nurture campaigns have 2X the Open Rates and 3X the Click-Through-Rates at of one-off emails 23% shorter deal times for nurtured than non-nurtured leads Higher win ratios for prospects touched 3-4 times per month by marketing nurture campaigns. 47% higher order value from closed sales that were nurtured versus sales that were not Source:Aberdeen, Sirius Decisions, and Silverpop Research
But are your messages delivered? Compliance Opt-in/Opt-Out Terms Identity & Reputation Dedicated IP Building Reputation Content Monitoring SPAM Scoring Inbox Preview
Share to Social #2 Clicking link takes recipients to social network to complete sharing process #1 Insert Social Network Link in Email #3 All the recipients friend will now be notified via Facebook of the share!