Accelerate Sales with Marketing Automation
 

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Accelerate Sales with Marketing Automation

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The way we make buying decisions has changed. With so many channels though which to gather information, buyers spend a lot more time educating themselves before they’re ready to engage with a sales ...

The way we make buying decisions has changed. With so many channels though which to gather information, buyers spend a lot more time educating themselves before they’re ready to engage with a sales representative. This change in buying behavior presents both challenges and opportunities for today’s sales organizations. One way that companies are meeting this challenge head on and thriving in this new world is to leverage marketing automation technology. In this session, we’ll explore 5 ways that marketing automation helps sales teams close more business, more quickly.

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  • And as I was thinking about this, I ran into an HBR article… <br /> And I realized it’s YOU – the Marketing Nation that is leading this innovation
  • Half marketo users
  • Our #1 secret is that we believe that buying has changed forever, and that marketing and sales need to change as well. <br /> <br /> Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from sales. <br /> <br /> In this world, it made perfect sense for marketing to pass all leads over to sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention. Traditional marketing, characterized by Mad Men-style marketing, grew up in this era. <br />
  • Changed the way we work <br /> Changed what was expected of us <br /> Changed our careers <br /> Changed everything to what it means to be a marketer
  • Lots of research available that supports this shift.
  • Why Attract visitors to your content w/ SEO and social. Nurture them at MOFU. Focus though, is on
  • Content discovery. Build your audience through content, great, but they need to find it.
  • Why Attract visitors to your content w/ SEO and social. Nurture them at MOFU. Focus though, is on
  • Why Attract visitors to your content w/ SEO and social. Nurture them at MOFU. Focus though, is on
  • Here’s how Marketo does it. <br /> <br /> Latent behaviors – interest <br /> Active behaviors – buying intent

Accelerate Sales with Marketing Automation Presentation Transcript

  • 1. 2 out of 3 most innovative companies 1 2 3
  • 2. most disruptive companies 50
  • 3. ABUNDANCE INFORMATION
  • 4. CHANGING BUYER Need car Gather information Evaluate options Buying decision Purchase MARKETING SALES
  • 5. CHANGING BUYER Need car Gather information Evaluate options Buying decision Purchase MARKETING SALES
  • 6. CHANGING BUYER MARKETING SALES Need car Gather information Evaluate options Purchase Buying decision
  • 7. TOFU MOFU BOFU $ WHY MARKETING AUTOMATION?
  • 8. 1 ATTRACT
  • 9. 2 ENGAGE
  • 10. 2 ENGAGE
  • 11. 3 THE HANDOFF
  • 12. Scoring and Lead Management SALES AND MARKETING ALIGNMENT
  • 13. DEMOGRAPHIC “FIT” SCORE Positive Demographic Score • Job title, industry, company size, region Negative Demographic Score • Generic or bad email address, no company (unemployed, self, looking), job title
  • 14. Page 18 © 2014 Marketo, Inc.#mktgnation14 +1 Click email +1 Visit webpage / blog +3 Early stage content +5 Attend webinar -10 Decay inactivity Basic Engagement +15 Free trial or contact request +10 Pricing pages +10 Demos +12 Late-stage content +8 Searches for specific keywords: “marketo review” Buying Intent
  • 15. 4 THE CONVERSATION
  • 16. Joe Smith Opened Email Beth Ray Filled out Form Glen Gary 4 Page Views Jen Harvey 2 Page Views Lisa Zhang 3 Page Views Harold Samuel Downloaded File Lori Francis Clicked Email Link
  • 17. 5 SALES AUTOMATION
  • 18. A Leads B Leads
  • 19. Add leads to campaign Email 1 Email 2 Email 3
  • 20. STATS Email Open Clicked Auto-Touch Email 3 44% 21% Industry Average 22% 3% Link Clicked Clicked 1. Going to purchase 6% 52% 2. Investigating solution 9% 3. Reach out next month 37% Not interested 48% 48% 65 %
  • 21. NO LEAD LEFT BEHIND: SLA’S Day 0 Notification Day 1 If untouched, reminder Day 2 If untouched, reminder cc boss Day 3 If untouched, alert executives Day 7 If stale, reminder Day 8 If stale, reminder cc boss Day 9 If stale, alert executives
  • 22. ATTRACT NEW LEADS ENGAGE PROSPECTS THE HANDOFF THE CONVERSATION AUTOMATED SALES FOLLOW-UP TOFU MOFU BOFU $