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Rajiv Kapoor Marketing Automation

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A little information on marketing automation!

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Rajiv Kapoor Marketing Automation

  1. 1. Advanced marketing automation Rajiv Kapoor
  2. 2. Who is Rajiv Kapoor <ul><li>Silverpop and Marketo partner </li></ul><ul><li>2 successful trade sales </li></ul><ul><ul><li>Vapps sold to Citrix Online for $26 million </li></ul></ul><ul><li>Consultant as well as executive </li></ul><ul><li>Marketing automation specialization </li></ul>
  3. 3. What we’ll cover <ul><li>B2b new paradigm </li></ul><ul><li>Marketing automation basics </li></ul><ul><li>Advanced marketing automation </li></ul><ul><li>Summary </li></ul>
  4. 4. B2b new paradigm <ul><li>Marketing automation </li></ul><ul><li>Sales and marketing not distinct </li></ul><ul><li>Intelligence vs. brute force </li></ul><ul><li>Decisions based on history </li></ul><ul><li>Education vs. control </li></ul>
  5. 5. Marketing automation basics <ul><li>Implement a tool </li></ul><ul><li>Integrate to CRM </li></ul><ul><li>Clean and introduce list </li></ul><ul><li>Run basic campaigns </li></ul>80% never get past basic
  6. 6. Advanced automation <ul><li>Metrics that work </li></ul><ul><li>Lead scoring that sales is happy with </li></ul><ul><li>Sales and marketing work flows </li></ul><ul><li>Refine scoring using mathematics </li></ul><ul><li>Skills + time consuming </li></ul><ul><li>3x sales per sales person </li></ul>
  7. 8. Takeaway <ul><li>Basic automation not valuable </li></ul><ul><li>Advanced automation is rare </li></ul><ul><li>Advanced automation is time consuming and you need skills </li></ul><ul><li>Advanced automation can yield 3x sales per sales person </li></ul>

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