Supercharge your Marketing with Marketing Automation and much more


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In the current financial climate, 2013 promises to be a challenging year for many businesses and as marketers and business leaders you need to ask yourself some serious questions:

How can you really connect and understand the challenges in your own business? If you could pick 4 or 5 areas of focus - which ones would make the most impact to your business? Can tools help you supercharge your marketing and at what cost and benefit?

In this session, Marina Lumley connects with today’s challenges for b2b businesses and discusses how marketing automation can help them navigate towards a more profitable 2013.

Join Marina’s session and you will learn:

• How to make more of the finite time we have
• How your marketing activities can be more effective
• How sales and marketing can work together for success
• How you can specifically define where your problems are – and fix them!
• How best to use technology to help your business

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Supercharge your Marketing with Marketing Automation and much more

  1. 1. Supercharge sales & marketing – Marketing Automation Marina
  2. 2. A bit about me• Marketing Consultant, practitioner and trainer in Marketing Communication strategy• Formerly integrated agency Board Director• 17 years Marketing Experience• CIM Faculty Member and Trainer• Teaching in the digital space - digital marketing; social media marketing; integrated marketing.• Teach in the in marketing space– creative brief writing and agency management
  3. 3. Do you know what your problem is?A wise man once said – spend 95% of your timeon defining the problem. And the remaining 5% to solve it.
  4. 4. Digital Landscape Earned Media Communication created Brand outside of the brand, about the brand/product Digital Website Advertising Product Site Owned Media All online media owned SEO by the brand AffiliatesBought Media CampaignTypical media spend Websitedriving visitors to owned Socialmedia Media Email
  5. 5. Smarter at everything we do2% 2 billion $ Canadian dollars a year
  6. 6. Marketing AutomationThe use of a marketing automation platform isto streamline sales and marketing organizationsby replacing high-touch, repetitive manualprocesses with automated solutions.Wiki
  7. 7. 5 Common Problems• Time• Engagement• Sales Journey• Effectiveness• Data management (customer view)
  8. 8. Time is not elastic
  9. 9. “Just under 17,500 businesses with a revenue ofunder $5m have installed Marketing Automation systems in 2012” Raab Guide
  10. 10. Marketing Automation saves time1. Database instantly updated with new data, insights and prospect behaviors2. Dash boards and reports extracts your key metrics automatically3. Single view so no need to go searching4. Automate emails reducing manual work flows5. Automatic alerts informing individuals as appropriate6. Sales allocation is automated and outlook synced with appointments and reminders7. Joins up and automates sales and marketing processes
  11. 11. EngagementLack of it = wasted cost of acquiring attention Acquire Share Participate Engage
  12. 12. “Businesses that blog at least 20x per monthgenerate over 5x more traffic than thosethat blog fewer than 4x per month”“Businesses that blog at least 20x per monthgenerate nearly 4x more leads thanthose who don’t blog”Source : Hubspot
  13. 13. …Benefits of engagement scoring1. Score behaviours and interactions2. Qualify based on score3. Pass to sales once qualified on pre-defined metrics which have been agreed by the company4. Automated5. In Real time
  14. 14. The Sales Journey
  15. 15. The Sales Journey
  16. 16. The Sales JourneyGoals – Enable qualification – Encourage sales and marketing down from their ivory towers to share the Intel – Unite with the cause – Own one system - together
  17. 17. … benefits to the sales journey1. More potent email marketing to prospects which is tailored to position in the sales funnel and engagement stage – Driven by greater knowledge and understanding2. Sales and marketing more informed about the prospect journey – as an individual what they did, said, interacted with and when and what they did next3. Never loose valuable leads – they can’t get lost or missed4. Sales and Marketing can see what each other did5. Know the real pipe line, not the one sales say6. More opportunities – the anonymous
  18. 18. “How do I know how much to spend on what?”
  19. 19. “How do I know how much to spend on what?”
  20. 20. Purchase Abandon Browse InteractPost-click most relevant and meaningful for your marketing activity Unique visitors (anon.) No. of visits Time on site Conversion rate Contact details – if provided…
  21. 21. What we know: • Browsed Product Page Product interest1st visit • Downloaded an Interest building2nd visit infographic – no form fill and researching Seeking to build • Commented on a blog3rd visit credibility / gain a perspective • Joined a webinar – form fill Ready to engage4th visit
  22. 22. Lead Scoring • Browsed Product Page1st visit +5 points • Downloaded an2nd visit infographic – no form fill +10 points • Commented on a blog +7 points3rd visit • Joined a webinar – form4th visit fill +20 points
  23. 23. Engagement Score Return on Touch-point+20 points £140+42 points £120 +30 points £100
  24. 24. More options and solutions than ever before• Integration bridges• Plug-ins• A desk-top of dash boards• £10k - £100k+
  25. 25. 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
  26. 26. • Built a set of tools that not exhaustive in market place – but is core functionality • Built in with full CRM system that will gets started sales and marketing processes – built on an enterprise level platform that can scale as you grow Empower marketing and sales to supercharge their business. Topush the dial, tweak, learn, evaluate, roll-out. Assessment in realtime and fast decisions. To be 2% better in 5 different key places. That’s 10% better than we were.
  27. 27. Any questions?
  28. 28. Marina Lumley @marinalumley