Tales from the  Marketing Automation Trenches
motum b2b
My message today <ul><li>big picture about marketing automation </li></ul><ul><li>planning your content </li></ul><ul><li>...
The b2b buying cycle is changing  ? The b2b buying cycle is changing  ! The b2b buying cycle is changing  ;-)
motum b2b & Pardot  <ul><li>introduced Fall 2008 </li></ul><ul><li>V.A.R. in Q1, 2009 </li></ul><ul><li>1 st  client Q1, 2...
motum b2b’s Marketing Machine
 
 
motum b2b’s approach
Clearly define your goals  <ul><li>sell more </li></ul><ul><li>indicators of engagement </li></ul><ul><ul><li>new leads at...
What is the sales landscape  <ul><li>sales acceptance </li></ul><ul><ul><li>crossed or open arms </li></ul></ul><ul><li>sa...
Content Audit  <ul><li>everything and anything you have </li></ul><ul><li>determine its value and what prospects will pay ...
 
The Content Molecule <ul><li>properties and elements </li></ul><ul><li>bonds with other molecules </li></ul><ul><li>forms ...
The Content Molecule <ul><li>So what characteristics and properties do you need to define for the molecule? </li></ul><ul>...
The Content Molecule
Content Molecule Chains
The Content Closet <ul><li>What’s in your wardrobe? </li></ul><ul><ul><li>Expensive stuff that you really like and use a l...
The Content Closet
 
Optimize for Inbound Marketing  <ul><li>Are you findable?  </li></ul><ul><li>Do you have paths to your front door? </li></...
 
 
The Marketing department is in Atlanta for the week.  Now what? <ul><li>basic level of automated activity </li></ul><ul><l...
Put the pieces together a targeted outreach campaign
 
 
 
 
 
 
 
 
 
Final thoughts <ul><li>thank you </li></ul><ul><li>questions </li></ul><ul><li>Scott Moore – smoore@motumb2b.com </li></ul...
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Tales From the Marketing Automation Trenches - Pardot Users Conference

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Tales From the Marketing Automation Trenches - Pardot Users Conference

  1. 1. Tales from the Marketing Automation Trenches
  2. 2. motum b2b
  3. 3. My message today <ul><li>big picture about marketing automation </li></ul><ul><li>planning your content </li></ul><ul><li>basic needs for success </li></ul><ul><li>executing targeted campaigns </li></ul>
  4. 4. The b2b buying cycle is changing ? The b2b buying cycle is changing ! The b2b buying cycle is changing ;-)
  5. 5. motum b2b & Pardot <ul><li>introduced Fall 2008 </li></ul><ul><li>V.A.R. in Q1, 2009 </li></ul><ul><li>1 st client Q1, 2009 </li></ul><ul><li>9 clients – directly managing 7 </li></ul><ul><li>part of core of our business model </li></ul><ul><li>powers content marketing </li></ul>
  6. 6. motum b2b’s Marketing Machine
  7. 9. motum b2b’s approach
  8. 10. Clearly define your goals <ul><li>sell more </li></ul><ul><li>indicators of engagement </li></ul><ul><ul><li>new leads at the top of the funnel </li></ul></ul><ul><ul><li>conversion from anonymous to prospect </li></ul></ul><ul><ul><li>active prospects </li></ul></ul><ul><ul><li>assigned prospects </li></ul></ul><ul><ul><li>opportunities created </li></ul></ul><ul><li>refine into KPIs </li></ul>
  9. 11. What is the sales landscape <ul><li>sales acceptance </li></ul><ul><ul><li>crossed or open arms </li></ul></ul><ul><li>sales needs </li></ul><ul><ul><li>net new revenue </li></ul></ul><ul><ul><li>average first sale value </li></ul></ul><ul><ul><li>conversion rate </li></ul></ul><ul><ul><li>length of the sales cycle </li></ul></ul>
  10. 12. Content Audit <ul><li>everything and anything you have </li></ul><ul><li>determine its value and what prospects will pay for it </li></ul><ul><li>identify any gaps </li></ul><ul><ul><li>content </li></ul></ul><ul><ul><li>opportunity warm-up </li></ul></ul><ul><li>organize it </li></ul><ul><ul><li>prospect engagement level </li></ul></ul><ul><ul><li>subject matter </li></ul></ul><ul><ul><li>customer segment </li></ul></ul>
  11. 14. The Content Molecule <ul><li>properties and elements </li></ul><ul><li>bonds with other molecules </li></ul><ul><li>forms more complex structures </li></ul>
  12. 15. The Content Molecule <ul><li>So what characteristics and properties do you need to define for the molecule? </li></ul><ul><ul><li>email teaser </li></ul></ul><ul><ul><li>call to action button design </li></ul></ul><ul><ul><li>landing page </li></ul></ul><ul><ul><li>Form fields </li></ul></ul><ul><ul><li>auto response email </li></ul></ul><ul><ul><li>file or link </li></ul></ul><ul><ul><li>automation & scoring </li></ul></ul>
  13. 16. The Content Molecule
  14. 17. Content Molecule Chains
  15. 18. The Content Closet <ul><li>What’s in your wardrobe? </li></ul><ul><ul><li>Expensive stuff that you really like and use a lot </li></ul></ul><ul><ul><li>Trendy things that you use a lot for a short time </li></ul></ul><ul><ul><li>Accessories that don’t stand alone </li></ul></ul><ul><ul><li>Accessories that emphasize </li></ul></ul><ul><ul><li>Special occasion items </li></ul></ul>
  16. 19. The Content Closet
  17. 21. Optimize for Inbound Marketing <ul><li>Are you findable? </li></ul><ul><li>Do you have paths to your front door? </li></ul><ul><li>Do people leave with something? </li></ul>
  18. 24. The Marketing department is in Atlanta for the week. Now what? <ul><li>basic level of automated activity </li></ul><ul><li>identification to warm prospect </li></ul><ul><li>triggered by identification gateways </li></ul><ul><li>adjusted by inbound pathway </li></ul>
  19. 25. Put the pieces together a targeted outreach campaign
  20. 35. Final thoughts <ul><li>thank you </li></ul><ul><li>questions </li></ul><ul><li>Scott Moore – smoore@motumb2b.com </li></ul><ul><li>www.motumb2b.com </li></ul>

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