Rajiv Kapoor Marketing Automation

Advanced marketing automation Rajiv Kapoor

Who is Rajiv Kapoor
Silverpop and Marketo partner
2 successful trade sales
Vapps sold to Citrix Online for $26 million
Consultant as well as executive
Marketing automation specialization

What we’ll cover
B2b new paradigm
Marketing automation basics
Advanced marketing automation
Summary

B2b new paradigm
Marketing automation
Sales and marketing not distinct
Intelligence vs. brute force
Decisions based on history
Education vs. control

Marketing automation basics
Implement a tool
Integrate to CRM
Clean and introduce list
Run basic campaigns
80% never get past basic

Advanced automation
Metrics that work
Lead scoring that sales is happy with
Sales and marketing work flows
Refine scoring using mathematics
Skills + time consuming
3x sales per sales person

Takeaway
Basic automation not valuable
Advanced automation is rare
Advanced automation is time consuming and you need skills
Advanced automation can yield 3x sales per sales person

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Rajiv Kapoor Marketing Automation

by Rajiv Kapoor on Jan 12, 2010

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Rajiv Kapoor Marketing Automation — Presentation Transcript