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Marketing automation sdwwg

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MARKETING AUTOMATION: CONOSCERE, PROFILARE, VENDERE! | Relatori Paolo Dagrada e Luca Pacchiarini
Dedicato a marketers evoluti
La marketing automation approda in Europa ricca di case history, analisi e successi di mercato.
Da oggi, con questo nuovo sistema, comunicare online con il proprio target, vuol dire iniziare a vendere, a fare business.
Grazie all’utilizzo di una piattaforma software evoluta in grado di monitorare e profilare ogni singola visita sul vostro sito web o e-commerce, si può implementare una strategia di comunicazione, la realizzazione di contenuti ad hoc (nurturing) e vendita per i diversi target
Le aziende che fanno uso della marketing automation ottengono un aumento dei lead qualificati fino al 451%
Marketing automation significa cambiare il proprio modo di presentarsi sul mercato ed essere in grado di vendere in base alle necessità dei vostri clienti. Vi sembra fantascienza? In un modo semplice e chiaro vi racconteremo cosa stiamo facendo per alcuni di voi.

Relatori
Luca Pacchiarini
Marketing e strategie di comunicazione sono il suo pane quotidiano. Trae spunti grazie alle frequenti docenze universitarie e considera la “comunicazione” la trama che unisce e attraversa la vita dal dopoguerra a oggi. Cultura cosmopolita e cinismo anglosassone, amore per la buona cucina e i dialoghi accesi, infuocati. Definisce la comunicazione

#marketingmanager #strategicplanner #pizzatonnoecipolle #birraegazzosa #43anniancoraper4mesinonbellomapiacio
Paolo Dagrada
Designer, esperto di comunicazione CEO&Creative director di SDWWG.
Coach di un gruppo multiculturale di designer, creativi, writers e programmatori.
Etica e positività sono alla base del suo essere imprenditore creativo.
Alieno, esteta, imperturbabile, bilancia.

#marketing #creativo #coach #branding #storytelling #communication
#golf #kitesurf #mountainbike

Published in: Marketing
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Marketing automation sdwwg

  1. 1. aumentare la redditività dei canali digitali marketing automation
  2. 2. L’evoluzione della comunicazione IERI >1 VIA _outbound _push _efficace se satura i media OGGI >2 VIE #inbound #attractive #efficace se profila Brand awereness Costosa Funziona solo se alimentata Sales oriented ROI valutabile Lascia tracce nel tempo
  3. 3. definire la strategia!
  4. 4. 1°_Attrarre 2°_Profilare 3°_Vendere
  5. 5. #Le aziende che usano la marketing automation per gestire i prospects ottengono +451% di lead qualificati + vendite - costi
  6. 6. Input-Output #attrarre #profilare #vendere —anonimo —————————da freddo a caldo —————pronto per l’acquisto NURTURE & QUALIFY CREATIVE ASSETS & LEAD GENERATION VENDITA #advertising #whitepaper #content #banner #adwords #marketingstrategy #nurturing #survey #email #content #readyforsales #followup #contact #opportunity
  7. 7. 1°_Attrarre/riqualificare Attrarre e riqualificare per conoscere Realizzare un valido database con cui poter lavorare ed ottenere dei risultati. Iniziare con una operazione di lead generation ottenendo l’indirizzo email, che dia la possibilità di conoscere e/o riqualificare i nostri potenziali prospect attraverso azioni di nurturing. #advertising #whitepaper #content #banner #adwords WHITE PAPER ADV ON LINE DB SENZA DB NURTURING DEM CON DB NURTURING
  8. 8. 2°_Profilare Profilare per riconoscere Diamo al nostro prospect un nome e un cognome. Con i nuovi sistemi di marketing automation, cominceremo a profilarlo grazie a tutte le informazioni che saremo in grado di ottenere ogni volta che il prospect interagirà con noi. #marketingstrategy #nurturing #survey #email #content D DB whitepaper monitoraggio web email survey informazioni flussi dati punteggio acquisito da navigazione sito cliente profilazione dei prospect nuove comunicazioni con nuove info
  9. 9. 3°_Vendere Riconoscere per vendere Ora conosciamo chi ci visita sul nostro sito, abbiamo diverse informazioni e siamo in grado di iniziare un percorso di engagement per portarlo ad un livello di lead “caldo” pronto per l’acquisto. #readyforsales #followup #contact #opportunity D DB LEAD conversione vendita, o altre attività PUSH SALES DEPT Lead caldi
  10. 10. demand generation azioni per la generazione continua della domanda
  11. 11. qualche parola in più
  12. 12. Attrarre per conoscere Definito il proprio target si dovrà comunicare all’interno dei canali selezionati. Non semplici operazioni di push, ma la realizzazione di messaggi e contenuti di valore che sarà il prospect a scegliere di sua iniziativa. Scegliere significa dare attenzione e fiducia (per noi significa ottenere una mail e in seguito informazioni). Cerco informazioni - #adwords #advertising #content Vedo il tuo banner - #banner Mi proponi contenuto di valore e per scaricarlo devo dare la email - #whitepaper #advertising #whitepaper #content #banner #adwords Step_1°_Attrarre
  13. 13. Profilare per riconoscere Il prospect ci ha accordato la sua fiducia e ha dimostrato interesse per l’argomento che abbiamo deciso di utilizzare come chiave d’accesso. A questo punto avremo la possibilità di intraprendere un dialogo one2one che ci porterà a conoscere il nostro prospect, i suoi bisogni/desideri e a capire il suo grado di consapevolezza riguardo al servizio/prodotto. Solo così riusciremo a profilarlo e nutrirlo delle nostre informazioni di valore sugli argomenti realmente di suo interesse. Oggi più che mai si deve portare il cliente al centro del nostro lavoro per rispondere alle sue esigenze. Intraprendere un percorso di comunicazione a più vie - #marketingstrategy Unico e personale - #email #content Raccogliere più informazioni possibili per profilare - #survey #nurturing Offrire un prodotto/servizio utile secondo le sue aspettative #marketingstrategy #nurturing #survey #email #content Step_2°_Profilare
  14. 14. Step 3°_Vendere Riconoscere per vendere Ora conosciamo il nostro prospect e il suo stato di consapevolezza sul prodotto/servizio. Siamo in grado di intervenire con un’offerta specifica e al momento migliore. Avremo tutte le informazioni da poter incrociare per realizzare la nostra miglior offerta e non saremo legati solo ad eventuali e negative logiche di prezzo. Abbiamo fatto un percorso di crescita - #nurturing #contact #followup Sai chi sono e cosa mi interessa - #opportunity Mi proponi la cosa migliore al momento migliore - #readyforsale La compro #readyforsales #followup #contact #opportunity
  15. 15. goal email contenuti personalizzati OR CTR OR CTR Crescita paragonata alla normale newsletters media OR CTR +496% +977% 44,32% 18,01% contenuti dinamici One2One emails 28,24% 9,75% +316% +529% emailing segmentato 8,93% 1,84% Newsletters a DB generalizzato
  16. 16. Il valore del partner #strategy #consulenza #approfondire #opportunity #usp Partner per il cambiamento Utilizzare le leve e le innumerevoli possibilità offerte dal panorama della comunicazione odierno esige figure professionali sempre aggiornate. La nostra agenzia è in grado di supportarvi nella realizzazione di strategie di comunicazione complesse e interdisciplinari.
  17. 17. DIMINUZIONEVISITE FUTURE Space Design srl Corso Sempione, 8 - 20154 Milano - Italy - Tel. 02.33.10.42.72 - Fax 02.31809734 - www.sdwwg.it Certificazione ISO 9001 - Associata UNICOM - Associata TheNetworkOne SDWWG is a brand of Space Design srl

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