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2Stallions x AmCham

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This is a talk presented by Daniël Heerkens, Digital Marketing Strategy Director at 2Stallions Digital Marketing Agency, at The American Chamber of Commerce on 25th May 2017. He is sharing insights on marketing automation and its importance to modern marketers.

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2Stallions x AmCham

  1. 1. MARKETING AUTOMATION: HOW IT WORKS AND WHY IT'S IMPORTANT FOR MODERN MARKETERS
  2. 2. Hello, I’m Daniel
  3. 3. Why Email Marketing? • There are expected to be 4.9 Billion email accounts by 2017, which is 3x the number of ALL social media users • Open rates for email marketing messages range from 10-30% with click-through averaging at 2-3%. • A user that’s opted in to your emails is much more receptive and likely to take an action 3
  4. 4. How about Marketing Automation then? Many believe that MarketingAutomationis just Email Marketingon steroids but it is so much more… MarketingAutomationhas the power to save time and increase revenue while offeringall the functions of most email marketingservices. 4 Difference between email marketing & marketing automation
  5. 5. MARKETING AUTOMATION ALLOWS BUSINESS TO NURTURE POTENTIAL LEADS WITH HIGHLY PERSONALISED, USEFUL CONTENT, CONVERTING THEM FROM LEAD INTO DELIGHTED CUSTOMERS. Why MarketingAutomation? It guides them through your sales funnel Content that discusses their problems and concerns while introducing your business as a solution. It doesn’t just stop with leads. Marketing automation helps keep customers engaged. What does that mean? 5
  6. 6. • Sends Mass Emails • Tracks Open Rates and Clicks • Easy to Build Landing Page • Easy to Build Web Forms Email Service* Provider Marketing Automation *Email service providers can be zoho, mailchimp and many others 6 Feature comparison Email Marketing VS MarketingAutomation
  7. 7. • Easy to Create Multi-Step Campaigns • Integrates with all Direct Mail, Social Media, and More • Data Deduplicationand Normalization • Scores Leads Email Service Provider Marketing Automation 7
  8. 8. • Recycles and Nurtures Leads • Ensures Only Qualified Leads go to Sales • Measures the impact on Marketing Initiatives on Revenue Email Service Provider Marketing Automation 8
  9. 9. Is Marketing Automation RIGHT for your ORGANIZATION? • Your customer buying process lasts longer than a week • Sending emails alone does not seem to drive sales • Your marketing team needs an easier way to create and send targeted, multi-touch email campaigns • You sell different products or services to different demographics 9
  10. 10. • You want to send different messages to different titles and industries • Your sales people are complaining about the quality of leads your marketing team is delivering • You want to know which of your marketing campaigns are the most effective • You can’t tell if you should be spending more or less money on marketing 10
  11. 11. Benefits of MarketingAutomation Your Company Increase Lead Volume & Quality Decisions Based On Data Close More Sales Build Reputation Do More With The Same Team Nearly 80% of top-performing companies have used marketing automation >2 years 11
  12. 12. • MEDICAL SERVICES: Dentist, Orthodontist, Physiotherapy 12 Successful areas of implementation
  13. 13. • EDUCATION: Tuition/Childcare centre, Schools, Universities 13 Success Stories
  14. 14. 14 Success Stories • LEISURE: Sports, Adventures, Travel, Beauty, and many more
  15. 15. • When repetitive processes are automated, small business owners can instead devote time to the goals that really matter-like GROWING the BUSINESS 15 Success Stories
  16. 16. Whether you’re meeting new potential customers or responding to those who have already called or emailed, automated processes allow you to gain and retain leads more quickly and efficiently. 1. Leads 2. Sales Think of automation software as the project manager for your sales team. While software helps your team focus on the most important tasks ahead, it also keeps track of leads who aren’t yet ready to buy, ensuring progress at every stage of the sales journey. What processes to automate? 16
  17. 17. Automation software encourages customers to buy and buy again—even if they forget to reorder, abandon a shopping cart or let a credit card expire. 3. E-Commerce 4. Customer Service and Engagement Automation allows you to treat customers as you would if you had more time. Help customers immediately, respond to their feedback and even send wishes for a happy birthday. What processes to automate? 17
  18. 18. Hosting an event keeps you busy enough. Let automation handle some of the details, like registrations, confirmations and promotion. 5. Events And MANY MORE things to AUTOMATE.. What processes to automate? 18
  19. 19. Practical Lead example to Automate 19
  20. 20. Whether you’re meeting new potential customers or responding to those who have already called or emailed, automated processes allow you to gain and retain leads more quickly and efficiently. 1. Respond immediately to an enquiry 20 Practical Lead example to Automate
  21. 21. 2. Assign inbound leads Practical Lead example to Automate 21
  22. 22. 3. Follow up with new networking connections Scans business cards using your smartphone’s camera and uploads contact informationtoyour records 22 Practical Lead example to Automate
  23. 23. To those who sign up for your emails,you gain new leads and show off your expertise while you’re at it 23 Practical Lead example to Automate 4. Capture leads by offering free content.
  24. 24. Practical Sales example to Automate 24
  25. 25. Practical Sales example to Automate Think of automationsoftware as the project manager for your sales team.While software helps your team focus on the most important tasks ahead, it also keeps track of leads who aren’t yet ready to buy, ensuring progress at every stage of the sales journey. 1. New opportunity: A lead has been identified. 2. Contacting: The lead moves into this stage when a sales rep calls/email him. If the sales rep reaches him, the lead advances to the next stage 25
  26. 26. Practical Sales example to Automate 4. Qualified: The lead moves into this stage when the sales rep determines that he’s qualified, meaning that he has the budget and authority to make the purchasing decision. 3. Engaging: The sales rep is talking with the lead to learn about his needs and how your product or services can benefit him. 26
  27. 27. Sales 27
  28. 28. Focus on your Hottest Leads Sales: Focus 28 Lead Scoring Email Clicking Other Engagement
  29. 29. • Establish trust by cultivating the relationship over time, until the lead is ready to make the big decision. • On average, nurtured leads result in a 20 percent** increase in sales opportunities, compared with leads that didn’t receive that attention. • Automating a “lead nurturing” process prevents prospects from slipping through the cracks, allowing you to keep in touch without having to remember to do so. Sales: Focus Stay engaged with leads who aren’t ready to buy yet In the B2B world, 73% of leads aren’t yet ready to become customers* 29 *According toa report bythe researchfirmMarketingSherpa **Accordingto a studybythe B2B marketing publicationDemandGenReport
  30. 30. 1. Check in again Shortly after the customer has started using your product or services to see how she’s doing. 2. Solicit feedback By sending a survey or asking how your company could improve. If the customer is dissatisfied, you’ll want to take action sooner than later. Sales: Nurture customers 30 Welcome a new Customer In the first email, sent immediately after a purchase, include a thank you(gift) and an introduction to your company
  31. 31. Customer referral program Word-of-mouth is the most trusted form of advertising, with 84 percent*** of people saying they completely or somewhat trust recommendations from people they know Sales: Nurture customers 1. Increase Engagement Creating referral programs enables companies to develop a database of brand ambassadors and understand their behaviors better to use the right marketing. This allows for the opportunity to remarket to them with special promotions/offers, reward them for their activity, or simply say thank you for their help 31 ***Accordingto Nielsen
  32. 32. Sales: Nurture customers 2. Gain Loyal Customers Gaining new customers for any business can be an expensive challenge, but with a referral program it doesn't have to be. People that have been referred by a friend, family or colleagues typically stay, than those that found the company by other means. To encourage them to take action, you might offer a small gift or coupon as a token of your appreciation. 32
  33. 33. Sales: Nurture customers 3. Spread Brand Awareness Naturally, a large contributor of building brand awareness is good referral marketing. In general customers say friends and family are their top sources of brand awareness. The more your referrers talk about your services, the larger your reach becomes. 33
  34. 34. Sales: Nurture customers 4. Increasing your sales cycle by generating leads sales 34 Within the scope of your satisfied customers’ circles of influence. A better way to spend marketing dollars than cold calling
  35. 35. E-Commerce 35
  36. 36. 1. Generate repeat business A sale isn’t a one-time event. You want a customer to buy again—and again and again, especially if you sell a recurring service or a product. E-Commerce Selling to an Existing customer New Prospect 60 to70% 5 to 20% The probability of selling to an existing customer is: 36 Accordingto theauthors ofthe bookMarketing Metrics
  37. 37. E-Commerce 2. No need to wait for customer contact you “Be proactive by automating prompts for future sales. Automation software starts the clock when a sale is made, sending a follow up email after a predetermined length of time. If you sold a 30-day supply of a product, your customer will automatically receive an email shortly before it’s time to reorder: “ I know your supply is running low. Would you like to buy more? 37
  38. 38. 2/3 of online shoppers abandon shopping carts. Possible reasons: Not interested, Not ready, Distracted Marketing Automation detects that a customer visited an order form without making a purchase, it can remind customers to follow through E-Commerce 38 3. Remind a customer about an abandoned shopping cart
  39. 39. Customer Service & Engagement 39
  40. 40. 41 Customer Service & Engagement 1. Make it easy for customers to ask for help 6 in 10 consumers have decided against an intended purchase or business transactionbecause of poor customer service • Make sure your company meets—and exceeds—the customer’s expectations every time by automating a process for responding to help inquiries. Include a “contact us” link in every email to spare customers the task of locating it on your website. • When a customer clicks the link, automation software tells a predetermined staff member to follow up. 40
  41. 41. 1. Reduce No-shows & Waiting Lists Automated email reminders provide customers with advance notice to reschedule or cancel their appointments 2. Improve Customer Satisfaction Time is valuable, and in today’s technology driven environment, many people prefer to receive email rather than have to answer a call 3. Customer Appreciation Contacting busy customers can be a real challenge. By automating email communication and allowing customers to respond at their convenience, you can dramatically improve response rates. Customer Service & Engagement 2. Send appointment reminders 41
  42. 42. Automatically reminding customers allows you to better utilize your working day, improve collection processes, and maximize your revenue stream Individually calling customers can be a costly exercise, especially with most people having a mobile contact number. Sending an email directly is cost effective and is received well by customers. Customer Service & Engagement 3. Maximize Revenue & Save Money 42
  43. 43. Customer Service & Engagement 4. Staff Productivity A major advantage of automating appointment reminders is the time it frees up for staff to focus on productive tasks and the customers in the office. Putting simple automated progresses to work takes only a few minutes, a fraction of the time spent trying to call each patient individually 43
  44. 44. Customer Service & Engagement Gauge customer satisfaction Positive or negative, the results from a customer satisfaction survey can give you the information you need to improve your business 1. Set up Survey The survey, a web form, can be as simple as one question—“How satisfied were you with your recent purchase?”—with three multiple-choice answers: “Not Satisfied” “Neutral” “Satisfied” 44
  45. 45. Customer Service & Engagement 2. IF NEGATIVE personal FOLLOW UP BY PHONE, IF A GOOD EXPERIENCE, thank customer and ASK FOR TESTIMONIAL on Google/Facebook/website and after that ASK THEM REFER to friends, family & colleagues. 45
  46. 46. Customer Service & Engagement 3. Make customers happy With automation software, it is a piece of cake remembering every customer’s birthday 46
  47. 47. If you’re planning an event, your to-do list can easily grow into a to-do book. Focus on the big picture by automating some of the most time-consuming tasks of event planning: sign-ups, confirmations and reminders. Events Automate the event registration process 47

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