Mapping	  Your	  Marke.ng	  Processes	  	  To	  Automate	  Them	  
A	  li8le	  about	  me	  •  Sold	  knives	  to	  SaaS	  and	  everything	  in-­‐between	  •  Ran	  marke7ng	  for	  small	...
Marke.ng	  Automa.on	  is	  Great	  Technology	  But	  it	  can	  fail	  
The	  Failure	  of	  Marke.ng	  Automa.on	  •    Typically	  not	  a	  technology	  issue	  •    Need	  a	  marke7ng	  pro...
Iden.fying	  the	  Marke.ng	  Process	  •  Situa7on	  Analysis	      •  5	  C	  analysis	      •  SWOT	  analysis	  •  Mar...
Situa.on	  Analysis	  •  5	  C’s	               •  SWOT	  Analysis	      •  Company	                •  Strengths	      •  ...
Targe.ng	  and	  Segmenta.on	  •  Targe7ng	                            •  Segmenta7on	     •    Single	  segment	         ...
Content	  Strategy	  •    Editorial	  strategy	  •    Web	  wri7ng	  •    MetaData	  strategy	  •    SEO	  •  Content	  ma...
Value	  Proposi.on	  •  Crea7ng	  segmented	  value	  props	  •  Discover,	  don’t	  dictate	  •  Isolate	  discoveries	  
Sales	  and	  Marke.ng	  Alignment	  •    Tie	  marke7ng	  and	  sales	  goals	  together	  •    Clear	  defini7on	  of	  a...
With	  a	  Process	  in	  Place	  
Sales	  and	  Marke.ng	  Alignment	  •    “Set	  and	  Forget”	  marke7ng	  campaigns	  •    Lead	  segmenta7on	  •    Ide...
Campaign	  Process	                                   Validate	  Offering	      Build	  Campaigns,	  Iden7fy	  Campaign	   ...
Set	  and	  Forget	  Campaigns	  •    Forms/Landing	  Pages	  •    Page	  Views/Interests	  •    Segment	  leads	  •    Id...
Lead	  Segmenta.on	  
Iden.fying	  Marke.ng	  Qualified	  Leads	  •  Track	  online	  behavior	  to	  iden7fy	  interest	  •  Create	  buyer	  pr...
Lead	  Rou.ng	  
Closed	  Loop	  ROI	  Repor.ng	  •  Two	  op7ons	     •  Use	  CRM	     •  Use	  Marke7ng	  Automa7on	  Tool	           Ca...
Ques.ons	  
Contact	  Informa.on	                                 Pardot	  Adam	  Dewey	                950	  East	  Paces	  Ferry	  R...
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Mapping Your Marketing Processes to Automate Them

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In this informative webinar,we will walk us through the secrets of utilizing marketing automation to:

- Identify marketing means and approaches that will benefit your company
- Create a campaign process that will reach your specific, targeted prospect audience
- Learn how the alignment of sales and marketing efforts creates effective, revenue-generating company results

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Mapping Your Marketing Processes to Automate Them

  1. 1. Mapping  Your  Marke.ng  Processes    To  Automate  Them  
  2. 2. A  li8le  about  me  •  Sold  knives  to  SaaS  and  everything  in-­‐between  •  Ran  marke7ng  for  small  startup  •  Brand  New  Uncle  
  3. 3. Marke.ng  Automa.on  is  Great  Technology  But  it  can  fail  
  4. 4. The  Failure  of  Marke.ng  Automa.on  •  Typically  not  a  technology  issue  •  Need  a  marke7ng  process  •  No  plan  for  targeted  buyer  personas  •  Focus  on  quan7ty  and  not  quality   (sales  and  marke7ng  alignment)  
  5. 5. Iden.fying  the  Marke.ng  Process  •  Situa7on  Analysis   •  5  C  analysis   •  SWOT  analysis  •  Marke7ng  Strategy   •  Targe7ng   •  Segmenta7on   •  Content  Planning   •  Value  Proposi7on  •  Marke7ng  and  Sales  Alignment  
  6. 6. Situa.on  Analysis  •  5  C’s   •  SWOT  Analysis   •  Company   •  Strengths   •  Customers   •  Weaknesses   •  Compe7tors   •  Opportuni7es   •  Collaborators   •  Threats   •  Climate  
  7. 7. Targe.ng  and  Segmenta.on  •  Targe7ng   •  Segmenta7on   •  Single  segment   •  Loca7on   •  Selec7ve  specializa7on   •  Company  type   •  Product  specializa7on   •  Behavioral   •  Market  specializa7on   characteris7cs   •  Full  market  coverage  
  8. 8. Content  Strategy  •  Editorial  strategy  •  Web  wri7ng  •  MetaData  strategy  •  SEO  •  Content  management  strategy  •  Content  channel  distribu7on  strategy  
  9. 9. Value  Proposi.on  •  Crea7ng  segmented  value  props  •  Discover,  don’t  dictate  •  Isolate  discoveries  
  10. 10. Sales  and  Marke.ng  Alignment  •  Tie  marke7ng  and  sales  goals  together  •  Clear  defini7on  of  a  lead  •  Clear  defini7on  of  rou7ng  •  Process  that  allows  sales  teams  to  push   leads  back  to  marke7ng  
  11. 11. With  a  Process  in  Place  
  12. 12. Sales  and  Marke.ng  Alignment  •  “Set  and  Forget”  marke7ng  campaigns  •  Lead  segmenta7on  •  Iden7fy  marke7ng  qualified  leads  •  Lead  rou7ng  •  Closed  loop  ROI  repor7ng  
  13. 13. Campaign  Process   Validate  Offering   Build  Campaigns,  Iden7fy  Campaign   Demand  via   Goals,  Timing  and   Offering   Research   Budget   Iden7fy  Sales  Develop  Segments   Create  Collateral   Team  Support   Track  Success  and  Prep  SEO,  PR,  Ads   Launch  Campaign   Adjust  as  needed  
  14. 14. Set  and  Forget  Campaigns  •  Forms/Landing  Pages  •  Page  Views/Interests  •  Segment  leads  •  Iden7fy  hot  leads  •  Route  them  to  sales   Run   campaign  
  15. 15. Lead  Segmenta.on  
  16. 16. Iden.fying  Marke.ng  Qualified  Leads  •  Track  online  behavior  to  iden7fy  interest  •  Create  buyer  profiles  with  a  grading  scale   Visits Page Views Google AdWords Google Keyword Searches Yahoo Keywords Site Searches Drip Nurturing Email Clicks Email Opens Email Link Clicks Webinar Responses Twitter LinkedIn Facebook Website Chats
  17. 17. Lead  Rou.ng  
  18. 18. Closed  Loop  ROI  Repor.ng  •  Two  op7ons   •  Use  CRM   •  Use  Marke7ng  Automa7on  Tool   Campaigns   $$$$$$  
  19. 19. Ques.ons  
  20. 20. Contact  Informa.on   Pardot  Adam  Dewey   950  East  Paces  Ferry  Rd  Sales  Manager   Suite  3300  Adam.Dewey@pardot.com   Atlanta,  Georgia  30326  @adamdeweypardot    hp://about.me/adamdewey     404.492.6845  x144   877.3B2B.ROI   www.pardot.com  
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