Laura Hoffman presenter slides: IHS Globalspec Industrial Digital Marketing Summit, June 2013
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Laura Hoffman presenter slides: IHS Globalspec Industrial Digital Marketing Summit, June 2013

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Slide deck of Laura Hoffman, from the 2013 Industrial Digital Marketing Summit by IHS Globalspec. As a stree-smart marketer who is an avid believer in attaining continuously better marketing ...

Slide deck of Laura Hoffman, from the 2013 Industrial Digital Marketing Summit by IHS Globalspec. As a stree-smart marketer who is an avid believer in attaining continuously better marketing through technology and inspired teams, these slides address specifically the opportunity presented to marketer's today by using marketing automation platforms to contribute to the sales process. It is an excerpt presentation which was part of a larger panel on Effective Lead Management, which is described by Globalspec below:

Efficient Lead Management Panel


Marketing is facing a dynamic period of change and opportunity, as a result of the increasing flood of prospects and buyers online researching, comparing and buying products. Each day, prospects are engaging with your products and services in a variety of ways from online advertising, to website visits, and content downloads.

You, as an industrial marketer, can easily get overwhelmed by the number of leads generated by your online marketing activities. You should be prepared with efficient CRM and marketing automation platforms as well as a strong follow-up strategy. You will also need to understand the value of having a repeatable, automated process to "marketing qualify" leads prior to sending to sales for follow up.

To align with today's evolving sales funnel, marketing automation platforms are growing rapidly in deployment and are being aligned to sales CRM systems. In this presentation, understand how a strong lead nurturing process will shorten the sales cycle and create a perception that your company is customer service oriented by being responsive and easy to engage and transact.


Key Take-Aways:
•How the evolution of online research and buyer behavior change the rules for marketing
•The top three challenges industrial marketers face
•How today's environment presents an opportunity for marketers
•How marketing automation can help you "qualify" leads
•Benefits of a strong lead qualification process can have on the perception of your business

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  • Increase Efficiency within marketing activities and also with your sales lead processes. , Improve Lead Quality, Report with Confidence

Transcript

  • 1. Marketing AutomationAn Opportunity for GrowthDigital Marketing Summit 2013PresenterLaura HoffmanVP Global Marketing, Red Lion Controlswww.linkedin.com/in/laurahoffman/
  • 2. TopicsToday’s marketing environment:What everyone is dealing withThe ball is in our court:Increasing opportunity for marketersThe tool that is changing marketing’s world:Marketing Automation123IHS GlobalSpecDigital Marketing SummitLaura Hoffman, VP Global Marketingbetter.redlon.net
  • 3. What everyone is dealing with• Information Access• Rapid technologyevolution & growingtoolkit options– Buyers & Sellers– Business productivity– Marketing & Sales productivityIHS GlobalSpecDigital Marketing SummitLaura Hoffman, VP Global Marketingbetter.redlon.net
  • 4. What we marketers dealing with?• More ground to cover• Relevant “what’s new”expectations• Responsibility forvirtual relationshipsboth pre & post saleIHS GlobalSpecDigital Marketing SummitLaura Hoffman, VP Global Marketingbetter.redlon.net
  • 5. Industrial Marketers top 3 challengesIHS GlobalSpecDigital Marketing SummitLaura Hoffman, VP Global Marketingbetter.redlon.net
  • 6. Industrial Marketing Pitch“Industrial products are often pitched by marketing as helping todo things like maximize productivity, efficiency and profitability.”IHS GlobalSpecDigital Marketing SummitLaura Hoffman, VP Global Marketingbetter.redlon.net- Laura HoffmanB2B Marketer, 20+ years
  • 7. “But what about our own marketing efficiency?Shouldn’t we be continually evaluating and looking at howmarketing can maximize our productivity and efficiency?Plus, let’s focus on what we can do to help sales!”IHS GlobalSpecDigital Marketing SummitLaura Hoffman, VP Global Marketingbetter.redlon.net- Laura HoffmanB2B Marketer, 20+ yearsBut what about ourselves?
  • 8. Change is here. Marketing is Evolving.• Embrace this• It is an opportunity to grow• Do you want to be part ofwhat comes next?IHS GlobalSpecDigital Marketing SummitLaura Hoffman, VP Global Marketingbetter.redlon.netMarketing can apply our tools to help sales
  • 9. You have a choice in how you reactIHS GlobalSpecDigital Marketing SummitLaura Hoffman, VP Global Marketingbetter.redlon.net
  • 10. Opportunity Knocks…IHS GlobalSpecDigital Marketing SummitLaura Hoffman, VP Global Marketingbetter.redlon.netMarketing Automation+CRM System
  • 11. What is Marketing Automation?Marketing automation refers to software platforms designed formarketing departments and organizations to automate repetitivetasks. Marketing departments, consultants and part-time marketingemployees benefit by specifying criteria and outcomes for tasks andprocesses which are then interpreted, stored and executed bysoftware, which increases efficiency and reduces human error.Originally focused on email marketing automation, marketingautomation refers to a broad range of automation and analytic toolsfor marketing.[1]• The use of a marketing automation platform is to streamlinesales and marketing organizations by replacing high-touch,repetitive manual processes with automated solutions.
  • 12. Multiple Marketing Tools & NeedsTools and Programs Data AggregationIHS GlobalSpecDigital Marketing SummitLaura Hoffman, VP Global Marketingbetter.redlon.netHow many different tools do you use today?How many places areas does your information reside?
  • 13. Marketing AutomationA Single Toolkit & Business Intelligence PlatformTools & Programs• Email marketing• Web forms• Web landing pages• Web visitor analyticsData Aggregation• Form submissions• Online & email engagement• Tradeshow & Advertising engagement• Sales engagement & Customer preferencesIHS GlobalSpecDigital Marketing SummitLaura Hoffman, VP Global Marketingbetter.redlon.net+ Sales Connection: Leads & Nurture• Data-Sharing with CRM• Sales Lead Scoring• Automated Lead Nurture Paths• Behavioral Driven Actionable DataSALES CRMMARKETING AUTOMATIONCustomer Relationship Management• Sales lead process funnel• Opportunity stages & activity• Sales forecasting• Customer retention activity• More opportunities, current accounts
  • 14. Marketing Automation: Learn More• Online Marketing Institute• Vendors with good online learning resources
  • 15. SummaryToday rapid change on global scaleMarketing is evolvingChange is here, will you embrace it?Marketing AutomationYou should look at it123IHS GlobalSpecDigital Marketing SummitLaura Hoffman, VP Global Marketingbetter.redlon.net
  • 16. Thank You.Digital Marketing Summit 2013Laura HoffmanVP Global Marketing, Red Lion Controlswww.linkedin.com/in/laurahoffman/The company:Red Lion is growing and changing. Learn more online at: better.redlion.netThe presenter: