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Using marketing automation to optimise sales across online and offline

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Presentation at JUMP 2011 Conference, 12th October 2011, London.

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Using marketing automation to optimise sales across online and offline

  1. 1. Using marketing automation tooptimize sales across online and offlineJohn Watton, Director Global Brand & Marketing12 October, 2011
  2. 2. http://slidesha.re/wattonJUMP
  3. 3. ➜Online/Offline➜Marketing Automation➜Some examples➜SummaryAgenda
  4. 4. Online?
  5. 5. Rome
  6. 6. +, - .)&/"(012%30&"($*(%& -3%&!"##"$%&(&)((*& ,3-4%$&4*-&-&2"5*$%& +%4*/% ,&"$&1 ./0 C"5*$%&0%-3/D%0&D-0&-& #(./#&"$0$ .)&,/-0%$%/1&#"&"($*(%&,"& !"#$%&(")*("*&#"* +$%,$%-*-2"3,&,-4*(#&-& ,/*56"13/%07&8/"(01$,-(/9&:1$9&;<<=>&?-33*0&@(,%3-/,*4%&:1(%&;<A<B&& !""#$%&"()*+%(,*-$ Source: Google Presentation, EyeForTravel TDS NA, Sep 2011 12)!
  7. 7. %age of travel bookedonline (travel agency &via airlines)?A: 80%B: 60%C: 40%D: 20%
  8. 8. Offline boosts online ★ Offline average booking value is 160% of online booking value ★ Conversion rate increased by 30% with number placementSource: Expedia, 2009
  9. 9. Airlines Search businessesOnline Travel Agencies
  10. 10. Marketing managesthe long tail
  11. 11. (offline) sales &(online) marketingalignment
  12. 12. Agree a handshake
  13. 13. Marketingautomation bridgesthe gap
  14. 14. Marketing automation > the benefits Before AfterE-Mail Manual, Batch and Blast Automated, empoweredLanding Slow, manual and no tracking Rapid and trackedPagesLead Time-consuming, missing opportunity Seamless and smartAccuracy no scoring or prioritization Leads scoring in placeWebsitemonitoring Lacking visibility Digital behavior guides Sales actionDisparate Cohesive experienceMarketing Disjointed customer experience, inefficient tools for clients and prospectsPrograms
  15. 15. Optimize > Lead Nurturing/Scoring
  16. 16. Optimize > Process, process, process★ Strong working relationship with sales★ Defined process★ Concept of a Marketing Qualified Prospect ★ Establishes criteria for “handshake” between marketing & sales★ Generate & recycle
  17. 17. Optimize > Process, process, process★ Strong working relationship with sales★ Defined process★ Concept of a Marketing Qualified Prospect ★ Establishes criteria for “handshake” between marketing & sales★ Generate & recycle
  18. 18. Optimize > Contact BuildingBefore: Previous campaign to update client mailing address took 1 week toexecute and 4 weeks of data entry. Results: 420 new pieces of information.After: This campaign took just 3 business days to execute. Results: 1,499 piecesof information, 82 new client names and expanded our opt-in list by 14.5%
  19. 19. Optimize > Communication
  20. 20. Optimize > Direct mail integration
  21. 21. Once the package is delivered,Marketing automation triggers…
  22. 22. Recipient & lead owner emailed
  23. 23. Optimize > Turn offline events into online campaignsSource: The Inbound Marketing Trade Show Planning Guide, Hubspot, Oct11
  24. 24. Optimize > Lead nurturing 1726 1182 290 197 Downloads Visits web Requests Thought Piece Solutions page Product Callback Pass toLeadership Overview Overview Sales Piece Video★ Number of web visitors up 59% (quantity up);★ Page views up 70%; and average time on site up 25% (quality up).★ LinkedIn and facebook went from zero to being in our top 20 site referrers in 3 months.★ The number of sales-ready leads passed to Sfdc Win report sales went up 400%
  25. 25. Revenue Performance ManagementTransform and evolve how marketing and sales work together to adopt RevenuePerformance Management and accelerate predictable revenue growth.
  26. 26. Summary
  27. 27. Online = offline
  28. 28. Work collaborativelywith sales
  29. 29. Talk the language ofsales
  30. 30. Don’t be afraid toexperiment
  31. 31. Thank youhttp://slidesha.re/wattonJUMP email: jwatton@expedia.com twitter: @jwatton skype: j.watton

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