This was the presentation of the final term project of my bachelor degree in digital marketing and numerical strategies at ESEN

1. The Elaboration of
A Strategy in
Digital Marketing &
Automation of
Procedures

2. Outline
1. Case of Study: Integration Objects
2. The Challenges
3. Digital Marketing Strategy
4. Digital Marketing Action Plan
5. Traditionnal Marketing Limitations
6. Marketing Automation
7. Prototype

3. Case of
Study:
Integration
Objects
▪Global Company, operating since 2002
▪Member of the OPC Foundation
▪Certified ISO 9001:2008
▪Smart Plants: operations performance management, asset
reliability, energy optimization, abnormal conditions
management
▪Technology: Big data, predictive and prescriptive analytics,
machine learning, automated root cause identification, fault
propagation, workflows and procedural management,
industrial IoT, interoperability solutions, and industrial cyber
security.

4. 1.
The
Challenges
4

5. Improve brand
awarness
Precise Targeting Increase customer
satisfaction
Develop website traffic
Quick time to value Gain more market
shares
Increase competitiveness Foster innovation

6. “
It is not an easy task as the internet is
flooded by massive unreliable content
every hour and every minute.

7. 2.
Digital
Marketing
Strategy
7

8. Marketing
Funnel
Inquiry
Lead
Sales Ready Lead
Qualified Prospect
Customer
Lead
Generation
SEO: search
engine
optimization
Content Marketing
Webinars
LinkedIn
Lead
Nurturing
Newsletter Emailing
Demo videos
Free trial versions
Sales
Intent Evaluation Purchase

9. How to generate
leads?
9
By definition, it consists on the initiation of the
consumer interest or inquiry into products or
services of a business.
Visit RegisterResearch

10. How to nurture
leads?
10
Lead nurturing focuses on marketing actions
such as listening to the needs of prospects and
providing the information and answers they
need on time.
Interest
Consideration

11. How to close the
sale?
11
The marketing and sales team works closely
together to achieve this target and increase the
overall conversion rate.
Evaluation PurchaseIntent

12. 3.
Digital
Marketing
Action Plan
12
Analysis

13. Based on the website traffic
analysis with Integration
Objects’ Google Analytics
account, the major part of the
visitors comes from organic
search.
Website acquisitions for the first quarter 2017

14. It consists on a number of
actions and methods that
improve the website traffic by
increasing its visibility in search
engine results.
SEO score in August 2017

15. A template with Integration Objects
branding containing information
about software products latest
release, video demo, free white paper
and webinar invitation is sent via
online emailing tool on a monthly
basis.
15
The website monthly audience is
more than 2000 active users
according to Google analytics’
Active Users trend.

16. the press releases and
announcements are used to
give in-depth information into
the customer hands about the
company products, innovative
technologies and success
stories in dedicated web-
portals and specialized e-
magazines.

18. LinkedIn is listed as the first effectiveness
rated for B2B social media platforms
according to 2016 B2B Content Marketing.
LinkedIn is a social networking
website designed for business
professionals all over the world.

19. LinkedIn is the perfect tool to generate leads through
engaging content in regular posts and advertisement.
LinkedIn is
the most
used social
media
platform by
B2B
marketer! Regular posts are scheduled every week
Tuesdays or Thursdays with short
announcement about software products
new enhancements, company updates,
white paper and success stories.
19
Advertisement in LinkedIn can be very
helpful to attract qualified leads for
specific purpose such as the promotion
for educational and business oriented
webinars.

20. LinkedIn
platform
offers a quick
and easy
configuration
tool to set
the ad in few
clicks and
start the ad
campaign.
Ad Configuration
it starts with the ad title, text,
URL and image configuration
Audience Selection
LinkedIn platform count more
than 467 million of professional
members and 133 million are
from the US.
Bid & Budget
▪Here LinkedIn runs automatic
statistics in the back office
compares it to similar
campaigns and suggests the
optimum and lowest
investment that should be
allocated to ensure the highest
conversion rate and
performance at the end of the
advertisement campaign.

21. 21
Integration Objects’ web
seminars present 45-
minutes providing ongoing
general education on the
uses of the company
software products,
innovative technologies
and data-based services to
prospects.

22. “

23. The follow-up emailing is a
vital step in nurturing the leads
created by previous web
marketing actions and
converting them into actual
sales.

24. The Follow
up of
prospects
depends on
the nature of
their
requests and
actions in the
landing page.
Software Download
An auto respond is sent to the prospect to acknowledge his choice and ask him for his feedback and
comments. In case the prospect does not reply or send any comments, another follow up email is sent
the day afterword with the link to a video demo to help him out with the configuration.
Manual Download
In this case, a manual email is delivered directly to him the day afterword to make sure that all the
information provided is clear and meets his expectations.
Video Demo
The video demo is a 2 or 3 minutes video illustrating in details how to configure, set up or use the
software product . The same rule applies as in the manual or software download, a manual email is
sent to the prospect the day afterword

25. The Follow
up of
prospects
depends on
the nature of
their
requests and
actions in the
landing page.
Price Check or Request
In case of price check, an auto response email is sent. However, for some software products, the prospect has
to send a request for the price quote. So an offer is sent manually to the prospect with the price details after
checking the prospect profile.
Webinar
At the end of the webinar, a follow up is sent to all the attendees and non-attendees asking them to
watch the recording video and give their feedbacks and comments
White Paper or Success Story Download
White papers and success stories help to understand the products use in a specific context. A standard
email is sent manually with the requested item as attached.

26. However, with all the separate tasks mentioned, there are a number of
issues and limitations for this way of executing the actions manually and
in separated environments and tools.

27. 4.
The
Limitations

28. There are
three
deficiencies
that if not
addressed
may lead to a
meltdown in
the
marketing
efforts:
Time Deficiency
Fail because there wasn’t enough time to reach the goal.
Data Deficiency
Without data, marketers cannot adjust and evaluate the
outcome and efficiency of its action plan.
Skill Deficiency
Traditional marketing personnel who have failed to update
themselves with new trends and tools .

29. The
traditional
manual
marketing
process runs
the risk of
losing
contact with
a prospect.
Not everyone is ready to buy a software product at the first
point of contact. If the company gets contact information
from the prospect, it is possible to follow up, but doing so is
a laborious, uncertain process. And follow-up requires a
consider-able investment in time.

30. “
How can the company create a
connection with the prospect that
enables the marketers to follow up
regularly and persistently without
being irritating or spending hours
playing phone tag?

31. 5.
Marketing
Automation

32. Marketing automation raises the
probability of creating a lasting
connection with the client through
email and then automatically follows
up with the prospect until s/he is
ready to buy. Then, after the first sale,
marketing automation continues to
stay in touch – without people doing
too much work to make it happen – in
order to attract the customer back for
repeat business.

33. The basic marketing automation
workflow works like this, when
the prospect makes one of the
three targeted actions on the
website a confirming email goes
out automatically. After that, the
marketing automation tool
automatically sends pre-written
messages to the site visitor at
predetermined intervals until
the visitor either buys
something or opts out.

34. Core
Marketing
Automation
Concepts
34

35. The landing page is designed to
convert the site visitor into an
actual sales prospect. Marketing
automation tools invariably include
tools that enable the user to create
or modify landing pages and
contact forms.
Landing page

36. The marketing team will create special
conditions based on three criteria:
The interest of the prospect and it is
expressed in the time interval from the
date of the confirming day till his
respond.
The loyalty that is measured with the
size of purchase made over the past
years.
His activity from the time he did
register online till now.
36
Client list structure

37. This will be used to automate all
the follow up emailing to reduce
human error and send it on time
to the correspondent without
delays.
Auto response

38. The marketing automation toolset should
give the ability to set up a series of
automated tasks to be completed based
on criteria and schedules that the
marketing team establishes.
38
Workflow

39. 65% of B2B technology
marketers say that effectively
using analytical data has helped
increase their organization’s
sales revenue by more than 10%
Analysis & Reporting

40. Place your screenshot here
Prototype
Project
The marketing automation
is a must for successful
digital marketing
management and for
reaching higher conversion
rate.

41. Thank you very much
for your time
41