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B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
B2B Marketing in an Automated World
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B2B Marketing in an Automated World

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  • Very recently I was in New York and happened to be talking to a Canadian gentleman who was there with his sales team.  They were on a bit of a jolly.  They had flown in on 2 private jets (first indication of success). And I asked him what his business was – he said – scrap metal.  Business to business clearly.  He and his brother owned the company.  I thought what the hell and I asked him what his turnover was.  Just short of 2 billion Canadian dollars a year.  This guy clearly knew what success looked like and I asked him how he achieved it. He said – it’s the 2%. 2% smarter at every point of our sales journey. (Marketing Automation gives the opportunity for multiple 2% along the journey) Come in Huston – we have a problem – in fact we have several.  And I’m not which to fix? Are they all fixable? And what do I tackle first? So lets see if some of this resonates…
  • Goals = the broad outcomesStrategies = the approaches you will takeObjectives = the measurable steps to achieve the strategiesTactics =  the tools you will useGoal: Win the war.Strategy: Surround Germany to choke off the resources that fuelled its military force.Objective: Invade France. This is measurable. You’ll know if you’ve succeeded and to what degree.Tactics: What will you use to do this? e.g. ships, planes, soldiers, etc.In summary: 
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    1. B2b Marketing in an automated worldSupercharging yoursales & marketing in 2013
    2. Marina Lumley @marinalumley uk.linkedin.com/in/marinalumley• Practitioner and trainer in Marketing Communication strategy Formerly integrated agency Board Director• 18 years Marketing Experience• CIM Faculty Member and Trainer• Teaching in the digital & marketing space
    3. Themes for today’s seminarConnecting with Making a today’s b2b measurable challenges difference in How technology 2013 can help Can you really Embracing the role impact your of Content bottom line? Marketing
    4. B2B challenges1. Getting cut-through and delivering quality leads into the business keeps getting harder2. Traditional methods are under scrutiny by those signing off the marketing budget and its harder to demonstrate ROI3. Digital marketing is seen now by many as the holy grail of solutions – but its often a challenge to demonstrate the ROI against actual sales4. Prospects keep their distance for much longer now and do their research without speaking to you
    5. Content isCould it also be the futureof SEO strategies?
    6. Search queries for Content Marketing The Future?Econsultancy & Outbrain Content Marketing Survey Report 2012.1300 respondents: Clients, agencies and publishers B2b Content marketing Trends – 2012 Survey Results. By Holger Schulze, author of the blog “everything technology marketing”. Sponsored by IDG Enterprise. 740 responders from a LinkedIn community
    7. Smarter at everything we do2% 2 billion $ Canadian dollars a year
    8. 5 Supercharging opportunities Turn Email Marketing Make time elastic into the most powerful tool in your tool box Create prospect Manage, score &intelligence for sales & engage your leads the ability to do their before sales get hold of own marketing them Measure your marketing effectiveness & ROI better than ever before
    9. 5 Supercharging opportunities Turn Email Marketing Make time elastic into the most powerful tool in your tool box Create prospect Manage, score &intelligence for sales & engage your leads the ability to do their before sales get hold of own marketing them Measure your marketing effectiveness & ROI better than ever before
    10. Create more timehttp://www.youtube.com/watch?v=0YrHl7X7cOE
    11. 5 Supercharging opportunities Turn Email Marketing Make time elastic into the most powerful tool in your tool box Create prospect Manage, score &intelligence for sales & engage your leads the ability to do their before sales get hold of own marketing them Measure your marketing effectiveness & ROI better than ever before
    12. 1. Good bye batch and blast2. Personalisation a norm3. Proactive, reactive, automa tic4. Automatic remarket5. Testing par the course A power too6. Fine tuned all to individual customer behaviour
    13. 5 Supercharging opportunities Turn Email Marketing Make time elastic into the most powerful tool in your tool box Create prospect Manage, score &intelligence for sales & engage your leads the ability to do their before sales get hold of own marketing them Measure your marketing effectiveness & ROI better than ever before
    14. Acquire Manage Share & Participate Engage Engage1. Marketing database & single customer view2. Behavioural tracking3. Score the engagement of your leads4. Drive different communication and content to leads based on place in buying cycle
    15. 5 Supercharging opportunities Turn Email Marketing Make time elastic into the most powerful tool in your tool box Create prospect Manage, score &intelligence for sales & engage your leads the ability to do their before sales get hold of own marketing them Measure your marketing effectiveness & ROI better than ever before
    16. Enhanced intelligence &1. Passed MQL leads lead quality for2. Full access to intel on prospects behaviour & sales interactions3. Can generate own campaigns4. On Marketing’s radar
    17. 5 Supercharging opportunities Turn Email Marketing Make time elastic into the most powerful tool in your tool box Create prospect Manage, score &intelligence for sales & engage your leads the ability to do their before sales get hold of own marketing them Measure your marketing effectiveness & ROI better than ever before
    18. Ultimately drive a stronger ROI from1. Measure & attribute marketing impact of each digital investment channel on sales2. One-stop-shop for reporting – personalised dashboards3. React-able sales forecast
    19. New opportunity to re-build your strategyGoals – the Establish thebusiness outcome. strategies – aWhat do you want broad approach toyour 2. how you are going 1. Goalscommunication to Strategies to achieve yourachieve goals Define objective(s) 3. Develop tactics & for each of your 4. Tactics Objectives implementation strategies Specific: plan – the tools you Measurable: are going to use to Achievable: Realistic achieve your :Timely objectives
    20. Ultimately drive a stronger ROI from marketing investment1. Improving the quality of the marketing to individual prospects2. Improving the marketing intelligence and enhance performance3. Focus budget on what makes the most impact to your bottom line
    21. Marketing manager with minimum 5 yearsexperience required– Solid level of communication experience across on-line, off-line and non-line channels– Experience managing data– Capable of creating and sending out email campaigns– Social media guru– Able to write blogs, posts, tweet at will– Creative – able to write copy and do design– Technical – able to operate and integrate tools– Great working with sales people– Experience in setting exacting measurements for all activity– Can demonstrate through previous experience – ROI, ROC, ROT– Can increase my sales by 10% within the first 3 months of joining team– Will not ask for more resource for at least a year
    22. • UK owned and based Marketing Automation system • Offers friendly support to run marketing audits & workshops to help you make the decision and implement • Built-in CRM as well as MA to ensure maximum integration • From sign up to launch within a week as it’s a hosted solution• Marketing / digital health – checks available this afternoon• Simple Guide to Content Marketing www.target360/Content• Simple Guide to Marketing Automation www.target360/MA

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