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The economic downturn forced marketing organizations to do a better job communicating and quantifying their strategies, tasks, and success. …

The economic downturn forced marketing organizations to do a better job communicating and quantifying their strategies, tasks, and success.

Out of this has come tools to generate leads better and also at a lower cost. These tools are marketing automation. Well-implemented Marketing Automation increases revenues and profitability while lowering costs (or at least cost per new customer).

Jim Caruso will cover why this is important to us, organizations that have or build Drupal websites.

Jim Caruso, CEO of MediaFirst
+1 770.642.2080
http://MediaFirst.net

More in: Business , Technology
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  • 1. Consistent Strategy + Tactics Industry Awareness Educating Audiences & Markets Selling Value Proposition Connect & Engage Leads Jim Caruso, +1 770.642.2080 http://MediaFirst.net 3Friday, April 12, 13 3
  • 2. Unfair Advantages Engineers IT Sales = Real Customers 12 Years of Client Successes Know Industries & Technologies Effective process, Low overhead Jim Caruso, +1 770.642.2080 http://MediaFirst.net 4Friday, April 12, 13 4
  • 3. Partner, Tool, Contractor • Partners: Rackspace 10+, Hubspot,Yottaa, Acquia, etc. • Tools: Drupal, WordPress, MailChimp, and whatever you have • Write, edit, social media, PR, etc. • Websites & changes, advertising, etc. Jim Caruso, +1 770.642.2080 http://MediaFirst.net 5Friday, April 12, 13 5
  • 4. 78% of Internet users conduct product research online.6 Jim Caruso, +1 770.642.2080 http://MediaFirst.net 6Friday, April 12, 13 6
  • 5. 7 5% earch users of the links s t paid. rganic —no cli ck on are o10 Jim Caruso, +1 770.642.2080 SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007 http://MediaFirst.net 7Friday, April 12, 13 7
  • 6. Companies that blog get 55% more website visitors.12 Jim Caruso, +1 770.642.2080 SOURCE: HUBSPOT, 2010 http://MediaFirst.net 8Friday, April 12, 13 8
  • 7. 67%o and 4 f B2C 1% o comp have f B2B anies acqu comp ired anies throu a cus gh Fa tome cebo r ok. SOURCE: HUBSPOT, 201114 Jim Caruso, +1 770.642.2080 http://MediaFirst.net 9Friday, April 12, 13 9
  • 8. IT’S TIME TO TRANSFORM MARKETING! Jim Caruso, +1 770.642.2080 http://MediaFirst.net 10Friday, April 12, 13 10
  • 9. 1 Make stuff people want. START CREATING/PUBLISHING CONTENT THAT IS HELPFUL & VALUABLE TO OUR CUSTOMERS: • FAQS • HOW-TO’S • EBOOKS • VIDEOS • BLOG!28 Jim Caruso, +1 770.642.2080 http://MediaFirst.net 11Friday, April 12, 13 11
  • 10. • THE MORE WE GIVE, THE MORE WE’LL GET • INCREASE # 2 OF PAGES Be & INBOUND LINKS generous. • BUILD TRUST, CREDIBILITY, & GOOD WILL29 Jim Caruso, +1 770.642.2080 http://MediaFirst.net 12Friday, April 12, 13 12
  • 11. 3 Rock our keywords. • GET ON PAGE 1! • DOUBLE TRAFFIC • CUT PPC SPENDING IN HALF30 Jim Caruso, +1 770.642.2080 http://MediaFirst.net 13Friday, April 12, 13 13
  • 12. 4 Give great directions.• CREATE RELEVANT LANDING PAGES• CLEAR CALLS TO ACTION• COMPELLING OFFERS31 Jim Caruso, +1 770.642.2080 http://MediaFirst.net 14Friday, April 12, 13 14
  • 13. 5 Invest wisely. “IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”32 Jim Caruso, +1 770.642.2080 http://MediaFirst.net 15Friday, April 12, 13 15
  • 14. 6 MONTH GOALS: • Double web traffic (to buyer keywords) • Double web leads • Website Grade above 70 –http://www.WebsiteGrader.com –Grader.com • REPEAT! HOW TO USE THIS SLIDE: Adjust above goals according to your baseline and growth objectives. Then delete this box & the orange arrow to the left! (my addition in parentheses)33 Jim Caruso, +1 770.642.2080 http://MediaFirst.net 16Friday, April 12, 13 16
  • 15. 200 Million Americans have registered on the Federal Trade Commission’s “Do Not Call” list.11 Jim Caruso, +1 770.642.2080 SOURCE: FTC, JULY 2010 http://MediaFirst.net 17Friday, April 12, 13 17
  • 16. Yesterday’s approach: “GET IN THEIR FACE” when they’re not looking. Tomorrow’s approach: “GET FOUND” when they are looking.25 Jim Caruso, +1 770.642.2080 http://MediaFirst.net 18Friday, April 12, 13 18
  • 17. Inbound marketing costs 62% less per lead than traditional, outbound marketing. AVG COST/LEAD: $373 AVG COST/LEAD: $143 OUTBOUND INBOUND16 Jim Caruso, +1 770.642.2080 SOURCE: HUBSPOT, 2011 http://MediaFirst.net 19Friday, April 12, 13 19
  • 18. Inbound Marketing Methodology Source - http://www.hubspot.com/products/inbound-marketing/ Jim Caruso, +1 770.642.2080 http://MediaFirst.net 20Friday, April 12, 13 20
  • 19. Marketing is EVERYTHING • Website • Content • Social Media • SEO • Events • Video Jim Caruso, +1 770.642.2080 http://MediaFirst.net 21Friday, April 12, 13 21
  • 20. Marketing Automation •Overview •Components •Tools •Implementation •Measurement •Plan, Do , Measure, Control - Deming Jim Caruso, +1 770.642.2080 http://MediaFirst.net 22Friday, April 12, 13 22
  • 21. What I Like • A methodology for implementation • Tracking methods that show incremental improvement Jim Caruso, +1 770.642.2080 http://MediaFirst.net 23Friday, April 12, 13 23
  • 22. Drupal • Powerful Out-of-the-Box • Flexible - Add Modules • Functional - Any Jim Caruso, +1 770.642.2080 http://MediaFirst.net 24Friday, April 12, 13 24
  • 23. Marketing Automation • Content: Website, Blogging, Press Releases, Forum, etc • Calls-To-Action (CTA) • Forms (number of fields) • Landing Pages • Email: Campaigns, Nurturing (Drip), Transactional • SEO Jim Caruso, +1 770.642.2080 http://MediaFirst.net 25Friday, April 12, 13 25
  • 24. Attract Buyers • Buyer Personas - Who will buy? • Buyer Needs - What content helps them buy? • “Buyer Keywords” - What will be their search query? Jim Caruso, +1 770.642.2080 http://MediaFirst.net 26Friday, April 12, 13 26
  • 25. Owned, Earned & Paid Media • Owned: your website and communications that you control • Earned: Press coverage, “Likes,” Google +1, Retweet, etc. • Paid: Advertising and promoted content • Syndicated content, promoted tweet, Facebook or Linkedin Ads Jim Caruso, +1 770.642.2080 http://MediaFirst.net 27Friday, April 12, 13 27
  • 26. Persona,VC (Investor) • Large Market • Excellent Management Team • Effective Value Proposition • Ability to Execute Jim Caruso, +1 770.642.2080 http://MediaFirst.net 28Friday, April 12, 13 28
  • 27. Metrics • Revenues: Top Line • Profit: Bottom Line • Closed Deals • Qualified Leads • Marketing Qualified Leads • All Leads • Jim Caruso, +1 770.642.2080 Traffic http://MediaFirst.net 29Friday, April 12, 13 29
  • 28. Marketing Tools • Website profiler: Ghostery, BuiltWith, etc. • Dashboards: Geckoboard, Informly, etc. • Integration: Zapier • Collaboration: Basecamp, GatherContent, etc. • SEO: SeoMoz, SpyFu, SEMRush • Traffic Rank: Alexa, Compete, Quantcast, etc. • File Share & Sync: Dropbox, Google Drive,Voxel, CloudHQ Jim Caruso, +1 770.642.2080Friday, April 12, 13 • Quotes & Digital Signatures http://MediaFirst.net 30 30
  • 29. Dashboard: Leftronic Jim Caruso, +1 770.642.2080 http://MediaFirst.net 31Friday, April 12, 13 31
  • 30. Dashboard: Ducksboard Jim Caruso, +1 770.642.2080 http://MediaFirst.net 32Friday, April 12, 13 32
  • 31. Dashboards - a list http://chimeapp.com/ http://www.cyfe.com/ http://www.digmydata.com http://www.ducksboard.com http://www.easy-insight.com http://www.geckoboard.com http://www.grappster.com http://www.inform.ly http://www.leftronic.com http://statusboard.me http://www.trakkboard.com http://www.zeppelin.co Read more: http://mediafirst.net/blog/dashboard-apps-chime-cyfe-digmydata-ducksboard-easy-insight-geckoboard-grappster-informly-trakk#ixzz2QBXpv0Yz Under Creative Commons License: Attribution Non-Commercial No Derivatives Jim Caruso, +1 770.642.2080 http://MediaFirst.net 33Friday, April 12, 13 33
  • 32. THINK LIKE A MEDIA COMPANY. You are one. Jim Caruso, +1 770.642.2080 http://MediaFirst.net 34Friday, April 12, 13 34
  • 33. Google is our new business card.26 Jim Caruso, +1 770.642.2080 http://MediaFirst.net 35Friday, April 12, 13 35
  • 34. Jim Caruso, +1 770.642.2080 http://MediaFirst.net 36Friday, April 12, 13 36
  • 35. IMPACT OF WEBSITE CONTENT ON INBOUND LEADS. Jim Caruso, +1 770.642.2080 http://MediaFirst.net 37Friday, April 12, 13 37
  • 36. Inbound Marketing Campaign Components Produce a Compelling Marketing Offer Place the Offer on Your Website Nurture the Leads who Convert on That Offer Promote the Offer Measure Your Success Jim Caruso, +1 770.642.2080 http://MediaFirst.net 38 38Friday, April 12, 13 38
  • 37. Jim Caruso, +1 770.642.2080 http://MediaFirst.net 39 39Friday, April 12, 13 39
  • 38. Create a Compelling Offer •Offers can take any number of formats •Ebooks •Whitepapers •Webinars •Demos •Tip Sheets •Infographics •Videos •Templates •And so on… Jim Caruso, +1 770.642.2080 http://MediaFirst.net 40 40Friday, April 12, 13 40
  • 39. Place the Offer on Your Website Jim Caruso, +1 770.642.2080 http://MediaFirst.net 41 41Friday, April 12, 13 41
  • 40. Nurture Leads Who Convert Email #1 Download Our New Lead Generation eBook Day 10 Email #2 Watch “How Using Targeting Email can Increase Leads” Day 20 Email #3 Receive a Demo of the HubSpot Contacts Tool Day 40 Jim Caruso, +1 770.642.2080 http://MediaFirst.net 42 42Friday, April 12, 13 42
  • 41. Promote the Offer How to properly promote your offer through social media • Decide on the timing. • Choose what social networks work best for this offer • Use a Hashtag • Change up your messages • Measure your success and replicate what works. 43Friday, April 12, 13 43
  • 42. Measure Your Campaign 44Friday, April 12, 13 44
  • 43. CONVERTS INTO QUALIFIED LEADS Attract Convert Close Delight Strangers Visitors Leads Customers PromotersFriday, April 12, 13 45
  • 44. DELIGHTS YOUR CUSTOMERS Attract Convert Close Delight Strangers Visitors Leads Customers PromotersFriday, April 12, 13 46
  • 45. Friday, April 12, 13 47
  • 46. Friday, April 12, 13 48
  • 47. Content DistributionFriday, April 12, 13 49
  • 48. Friday, April 12, 13 50
  • 49. Incremental ImprovementFriday, April 12, 13 51
  • 50. Landing PageFriday, April 12, 13 52
  • 51. Incremental ImprovementFriday, April 12, 13 53
  • 52. Incremental ImprovementFriday, April 12, 13 54
  • 53. Friday, April 12, 13 55
  • 54. Friday, April 12, 13 56
  • 55. Friday, April 12, 13 57
  • 56. create marketing people loveFriday, April 12, 13 58
  • 57. 119% THE CLICK-THROUGH RATE ON TRIGGERED MESSAGES IS 119% HIGHER THAN “BUSINESS AS USUAL MESSAGES. - EPSILON & DMA http://www.epsilon.com/download/q1-2012-north-america-email-trend-results-open-rates-improve-over-previous- quarter-and-prevFriday, April 12, 13 59
  • 58. What is a Buyer Persona? Semi- fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.Friday, April 12, 13 60
  • 59. Persona Profile ChecklistFriday, April 12, 13 61
  • 60. MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: Loves HubSpot because: • Too much to do • Easy to use tools that make her life easier • Not sure how to get there • Learn inbound marketing best practices • Easier reporting to sales and CEO • Marketing tool and channel messFriday, April 12, 13 62
  • 61. Use PPC to Unleash the Power of Organic (SEO) • Free Pay Per Click – 25% of Clicks • More traffic Organic Results • Smarter people 75% of clicks • Longer lasting Source: Marketing Sherpa and Enquiro ResearchFriday, April 12, 13 63
  • 62. Marketing Automation Vendors •Act On •Eloqua •Hubspot •Infusionsoft •Loopfuse •Marketo •Pardot •Salesfusion •Silverpop •“White Label”Friday, April 12, 13 64
  • 63. Friday, April 12, 13 65
  • 64. Resources: Complete Examples • Marketing Automation vendors • Brian Clark • ProBlogger.net • Chris Brogan • Gary Vaynerchuk @GaryVeeFriday, April 12, 13 66
  • 65. Marketing Automation with Drupal •Google Analytics •Great content, taxonomy, related content •Friendly search, Solr and faceted •Performance tuned servers, caching, and CDN •Drupal form & validation modules (CRM form modules) •Email: modules for MailChimp & Mandrill - other ESPs •Great experience, tracking and landing page alternativesFriday, April 12, 13 67
  • 66. MediaFirst: Marketing PR, Social, & Web - for Leads •Jim Caruso, 404.788.0188, jim@mediafirst.net • http://MediaFirst.netFriday, April 12, 13 68