Mapping Your Marketing Processes to Automate Them
 

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: ...

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 Mapping Your Marketing Processes to Automate Them Presentation Transcript

  • Mapping  Your  Marke.ng  Processes    To  Automate  Them  
  • A  li8le  about  me  •  Sold  knives  to  SaaS  and  everything  in-­‐between  •  Ran  marke7ng  for  small  startup  •  Brand  New  Uncle  
  • 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  process  •  No  plan  for  targeted  buyer  personas  •  Focus  on  quan7ty  and  not  quality   (sales  and  marke7ng  alignment)  
  • 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  
  • Situa.on  Analysis  •  5  C’s   •  SWOT  Analysis   •  Company   •  Strengths   •  Customers   •  Weaknesses   •  Compe7tors   •  Opportuni7es   •  Collaborators   •  Threats   •  Climate  
  • Targe.ng  and  Segmenta.on  •  Targe7ng   •  Segmenta7on   •  Single  segment   •  Loca7on   •  Selec7ve  specializa7on   •  Company  type   •  Product  specializa7on   •  Behavioral   •  Market  specializa7on   characteris7cs   •  Full  market  coverage  
  • Content  Strategy  •  Editorial  strategy  •  Web  wri7ng  •  MetaData  strategy  •  SEO  •  Content  management  strategy  •  Content  channel  distribu7on  strategy  
  • 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  lead  •  Clear  defini7on  of  rou7ng  •  Process  that  allows  sales  teams  to  push   leads  back  to  marke7ng  
  • With  a  Process  in  Place  
  • Sales  and  Marke.ng  Alignment  •  “Set  and  Forget”  marke7ng  campaigns  •  Lead  segmenta7on  •  Iden7fy  marke7ng  qualified  leads  •  Lead  rou7ng  •  Closed  loop  ROI  repor7ng  
  • 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  
  • Set  and  Forget  Campaigns  •  Forms/Landing  Pages  •  Page  Views/Interests  •  Segment  leads  •  Iden7fy  hot  leads  •  Route  them  to  sales   Run   campaign  
  • Lead  Segmenta.on  
  • 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
  • Lead  Rou.ng  
  • Closed  Loop  ROI  Repor.ng  •  Two  op7ons   •  Use  CRM   •  Use  Marke7ng  Automa7on  Tool   Campaigns   $$$$$$  
  • Ques.ons  
  • 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