The Top 5 Benefits of Marketing Automation

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Watch this exclusive Webinar entitled, “The Top 5 Benefits of Using Marketing Automation.” Brought to you by Dell Cloud Business Applications and Pardot Marketing Automation. In this information-packed presentation, Pardot co-founder and COO Adam Blitzer will use real-world customer examples to explain how you can:
Improve lead quality
Increase Marketing productivity and efficiency
Increase market visibility and reach through multi-channel campaigns
Gain deep insight into prospect interaction
Deepen and solidify client relationships
This pioneer in Marketing Automation for small and mid-size businesses will help you understand the dramatic impact Marketing Automation can have on your business.
About Adam Blitzer
Adam is the co-founder and COO of Pardot, responsible for product management, marketing, and operations. He is an industry-recognized expert and author in the field of marketing automation and a frequent speaker at industry events such as Dreamforce, SugarCon, and American Marketing Association panels.

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The Top 5 Benefits of Marketing Automation

  1. 1. The Top 5 Benefits ofMarketing Automation• Dell Cloud Business Applications• August 29, 2012
  2. 2. Agenda• Introduction• Guest Speaker – Adam Blitzer, Pardot Marketing Automation• Dell Cloud Business Applications – Bill Odell• Q&A• Helpful Resources2 Dell Cloud Business Applications
  3. 3. Asking a Question To ask a question, open the Questions bar in your control panel, type your question and submit it anytime during the presentation This Webinar is being recorded and a replay link will be emailed to all registrants3 Dell Cloud Business Applications
  4. 4. Today’s Webinar Panelists Presenter: Adam Blitzer Co-Founder and COO @adamblitzer Host: Bill Odell Sr. Marketing Director @bodel4 Dell Cloud Business Applications
  5. 5. Top 5 Benefits of Marketing Automation:What’s all the fuss about?Presented by: Adam Blitzer, COO, Pardot@adamblitzer
  6. 6. #1: Improving lead qualityLook like a genius with smart web forms
  7. 7. Web leads – the problems• Forms are too long – high drop off• Forms are too short – not enough data for sales• Duplicates• Free email addresses (Gmail, Yahoo!, etc.)
  8. 8. Progressive profiling• Forms remember the prospect• Asks for additional data points with each  interaction• Allows your forms to stay short and maximize  conversions
  9. 9. Progressive profiling example (1/3)
  10. 10. Progressive profiling example (2/3)
  11. 11. Progressive profiling example (3/3)
  12. 12. Maximizing touches
  13. 13. Keep forms short – then append!
  14. 14. Don’t hate, deduplicate• Key off email address• Keeps junk out of your CRM• Builds a complete profile on an individual
  15. 15. Validating emails (no free rides)• Free emails shows a low interest level (usually)• Sales reps hate following up with these• You eventually need a business address• Case by case
  16. 16. #2: Real‐time activity alerts:Striking while the iron is hot
  17. 17. Real‐time alertsResponses within 5 minutes are 100 times as likely to succeed as those within 30 minutes. MIT study on inquiry response times
  18. 18. Real‐time alerts
  19. 19. Don’t be creepy
  20. 20. #3: Lead recycling:Everyone needs a little nurturing
  21. 21. Cold prospects• “This lead never picks up  the phone.” • “This lead is not ready to  buy.” • “This lead is not a good  fit.” 
  22. 22. Cold prospects
  23. 23. Lost opportunities• You win some, you lose some• Don’t despair – the lead is still an asset• Learn everything you can about the winner• Nurture!
  24. 24. Lost opportunities
  25. 25. #4: The right message at the right timeMarketing isn’t just for prospects
  26. 26. Dynamic content• You know a lot about clients – use that!• One website – many variations• Gives the right message to the right person  without self‐selection
  27. 27. Tailoring to a segment example (1/3)
  28. 28. Tailoring to a segment example (2/3)
  29. 29. Tailoring to a segment example (3/3)
  30. 30. #5: ROI analysisDid any of this actually work?
  31. 31. Where do you start?• Calculating ROI is crazy hard with long sales  cycles• Juggling systems• Source campaign or influencing campaign?
  32. 32. Tying everything together Campaign system • Cost • Clicks • Cost per click Marketing automation system • Prospects • Assigned prospects • Cost per assigned prospect CRM system • Opportunities • Sales • Revenue
  33. 33. Marketing nirvana• Cost per opportunity• Cost per sale• ROI!
  34. 34. The Dell Cloud BusinessApplications Advantage34
  35. 35. Complete Front Office Automation SolutionMaximize Customer Lifetime Value Marketing Sales Finance Service Leads Opportunities Quotes Orders Invoices Collections Support Up-Sell/Cross-Sell Boomi Accounting/ERP Integrations Dell Services • Complete best-of-breed solution from a trusted provider • Single point of contact for all implementation, training, support, and vendor management • Start where it makes sense for your business and add as you grow35 Dell Cloud Business Applications
  36. 36. Rapid Time to Value, Customer SuccessComprehensive services from a trusted partner Pre-packaged End-to-end support Flexible Financing implementations • Turnkey implementation • Single point of contact • Monthly billing packages for Salesforce for all assistance • Pay by credit card • Best practices consulting • Support portal and • Financing through community Dell Financial Services • Training, tutorials, and knowledge libraries36 Dell Cloud Business Applications
  37. 37. Q&A37
  38. 38. Helpful Resources Dell Cloud Business Applications Website: www.dellcloudapplications.com/solutions/marketing-automation – Marketing Automation Free Trial – Marketing Automation Demo – Marketing Automation Buyer’s Guide38 Dell Cloud Business Applications
  39. 39. Thank you Dell Cloud Business Applications 1-877-857-2364www.dellcloudapplications.com

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