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(119-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Die...
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(719-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
Process, people, technology
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(1019-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
Marketing performance
Best in Class Indu...
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Qualification
Behavior and intent
Profil...
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Components
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(1619-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
Contact
Jan Peeters
LeadFabric
jpeeters@...
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LeadFabric Marketing Automation vision

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The business case of marketing automation
Efficiency, effectiveness and aligment
People, systems and processes

Published in: Marketing
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LeadFabric Marketing Automation vision

  1. 1. 19-6-2014 1 (119-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium Jan Peeters– Sales Director April 2014 A case for Marketing Automation
  2. 2. 19-6-2014 2 (219-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium LeadFabric customers Information Technology Industrial Solutions Professional Business Services Financial Industry Healthcare Sector Automotive Media Other
  3. 3. 19-6-2014 3 (319-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium Customers’ buying processes have evolved in our world of ubiquitous, instant, global communication …but companies’ selling processes have for the most part stayed the same ”
  4. 4. 19-6-2014 4 (419-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
  5. 5. 19-6-2014 5 (519-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium of the buyer’s buying journey has been completed before the sales rep establishes contact
  6. 6. 19-6-2014 6 (619-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium 31% 18% 9% 11% 16% 15% Administration Problem solving Prospecting Active selling Non Value added time Traveling Time spent by sales people Bayler business School & Alexanderproudfoot.com (2009)
  7. 7. 19-6-2014 7 (719-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium Process, people, technology
  8. 8. 19-6-2014 8 (819-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
  9. 9. 19-6-2014 9 (919-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium
  10. 10. 19-6-2014 10 (1019-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium Marketing performance Best in Class Industry Avg Passive Status Quo Number of responses needed to make one new customer. 50 150 1400
  11. 11. 19-6-2014 11 (1119-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium Timing is everything 20% Followed up 30% Qualified 20% Don’t buy 80% Not Followed up 70% Disqualified 80% Do buy
  12. 12. 19-6-2014 12 (1219-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium Qualification Behavior and intent Profile&demography Marketing Qualified Leads Nurture zone
  13. 13. 19-6-2014 13 (1319-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium Alignment MQL SQL INQ MQL - Procedural - Clerical - Definitional SAL & SLA SQL
  14. 14. 19-6-2014 14 (1419-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - BelgiumLeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium The case for Marketing Automation
  15. 15. 19-6-2014 15 (1519-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium Components
  16. 16. 19-6-2014 16 (1619-6-2014LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium Contact Jan Peeters LeadFabric jpeeters@leadfabric.com +32 477 619 193

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