Marketing Automation 101


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As marketers, we spend valuable time and resources generating leads for sales. But many of those leads don’t qualify for a variety of reasons. So how do we transform the unqualified leads of today into the sales of tomorrow?

Join Rachel Peden as she takes us through the ins and outs of marketing automation.

In this webinar you will learn:
- What is Marketing Automation?
- Why the middle of the sales funnel is crucially important to your business
- How marketers can generate sales qualified leads through nurturing
- How to generate a higher volume of qualified leads for your sales team

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  • Explain: Prospects- anyone who visits your website, comes, takes action there- before they get to salesOnce this person is in the hands of sales, they are an opportunity or lead
  • Real estate agent meets you and provides you with a list of homes in all locations, all price points, all sizes- you are likely to be overwhelmed. Potentially turn away.Good real estate agent will listen to your needs, and send you listings that fit with your needs- continually learning about your preferences until you purchase a home.
  • Real estate agent were to skip the relationship aspect of home buying-Get you in, send you emails, and see you again when you are ready to buy, it is not a comfortable experience. Why would you make a purchase with someone who you do not know, or have not built trust with.
  • Marketing Automation 101

    1. 1. Marketing Automation 101 Frank Coyle | President Rachel Peden | Client Manager February 27, 2013
    2. 2. Webinar Information• Being recorded, and will be uploaded to Website• This is an interactive webinar, so it is okay to ask questions during the presentation
    3. 3. About Point It Presentation Agenda• Launched in April 2002• Seattle’s largest independent search marketing firm• PPC, SEO, Design, Marketing Automation• $40 MM in managed media/yr• Servicing clients across all verticals and revenue models
    4. 4. Agenda• Marketing Automation Overview• Marketing Automation Capabilities• The Sales Funnel• Lead Generation• Marketing Automation Benefits• Q&A
    5. 5. Marketing Automation Overview
    6. 6. Marketing Automation
    7. 7. Overview• Marketing software that aligns your company’s digital marketing efforts with your prospect’s website activity – Marketing Efforts + Website Activity• Enables marketers to better track their marketing efforts, and how they directly impact sales• Opens lines of communication with prospective customers
    8. 8. Software VendorsPresentation Agenda
    9. 9. Marketing Automation Software Capabilities
    10. 10. Capabilities
    11. 11. Capabilities• Email, form & landing page development – Quickly develop marketing pages without IT involvement• Website visitor tracking – Tell your sales team who is visiting your website• Lead Management – Leverage lead scoring to provide insight as to where a prospect is in the sales cycle
    12. 12. Capabilities• Social Media – Integrate all aspects of your digital presence• CRM – Transfer marketing insight to sales team• Reporting
    13. 13. CapabilitiesImage from CRW Graphics
    14. 14. Capabilities• Gain prospect behavior insights – How a prospect came to your website – Every visit one of your prospects makes to your website – The pages, resources and content a prospect visited• Marketing Automation can deliver – Targeted email messages relevant to your prospect – Lead scoring on all prospects, to aid the sales team in qualification
    15. 15. Marketing Automation• Well built marketing systems will – Enable the sales team to focus on the most qualified prospects, in all stages of the buying process • Communicate to prospects with the right message – Enable marketers to design targeted, automated communications for prospects • Where they are in the sales cycle • What they are most interested in
    16. 16. Marketing Automation• Example: Purchasing a Home
    17. 17. Impact on the Sales Funnel
    18. 18. Marketing Automation
    19. 19. Sales Funnel Lead Generation (Inbound Marketing) Marketing Automation Software Sales Contact
    20. 20. Sales Funnel Lead Generation (Inbound Marketing)Marketing NurtureAutomation Sales Ready Customers
    21. 21. Sales FunnelForrester Consulting, "Driving SMB Revenue In A Tough Economy," November 2012.
    22. 22. Marketing Automation• Example: Purchasing a Home
    23. 23. Lead Generation
    24. 24. Lead Generation• Lead Scoring – Behavioral • Pages Visited • Content Read • Emails Opened – Demographic • Traits that make your company’s ideal customer • Ex. B2B Company: VP Sales, US & Canada • Ex. B2C Company: Males, 35+, Global
    25. 25. Lead Generation• Drip Campaigns – Automated programs that help you keep in touch with your customers until they are ready for a nurture campaign• Lead Nurture Campaigns – Serving relevant content to a prospect that relates to their interests and their place in the sales cycle
    26. 26. Drip & Nurture Campaigns: B2B • Inbound Marketing – PPC & SEO – Email Marketing – pURL Campaigns – Direct Mail • Nurture – White Papers – Case Studies – Demos & Videos – Customer Testimonials – Relevant Industry Data
    27. 27. Drip & Nurture Campaigns: B2C • Inbound Marketing – PPC & SEO – Display Advertising – Demographic Targeting – Email Marketing • Nurture – pURLs – Contest – Social Media – Survey – Coupon
    28. 28. Lead Generation• Lead Scoring + Drip & Nurture Campaigns – Once the lead score reaches your target, the prospect is sent to your sales team
    29. 29. Lead Nurture
    30. 30. Benefits of Marketing Automation
    31. 31. Marketing Automation- B2C• Consumers who are targeted with personalized messaging bases on behavior are 400% more likely to become a customer.• Companies who use Marketing Automation to nurture, report that customers spend 47% more on purchases.• Companies using Marketing and Sales Automation report a 56% increase in leads/sales on their web properties.*Data from
    32. 32. Marketing Automation- B2B• Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.• Nurtured leads make 47% larger purchases than non-nurtured leads.• 61% of B2B marketers send all leads directly to sales; however, only 27% of those leads may be qualifiedStatistics from from Forrester Research, The Annuitas Group and Marketing Sherpa, respectively.
    33. 33. Thank You! Questions?