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A New Dimension to Marketing Automation

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In this webinar, you'll discover a superior method to score, identify and pursue sales opportunities that will close quickly, driving revenue faster into your company.

During the presentation you will learn about Right On Interactive's Customer Lifecycle Marketing (CLM platform), its benefits, how CLM is integrated with marketing automation, and how to use CLM to align sales and marketing to drive higher quality leads into your sales team.

Presenters: Troy Burk, CEO and Founder, Right On Interactive, Lori Grass , VP of Sales & Alliances, Right On Interactive, and Mike Davis, Principal, marketingIO (a Right On Interactive Partner).

Published in: Marketing
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A New Dimension to Marketing Automation

  1. 1. June 23, 2015 Webinar presented by: Right On Interactive and marketingIO A New Dimension to Marketing Automation 949 354 4790 | davis_mike@marketingIO.com
  2. 2. Mike Davis Principal, marketingIO – Asparian LLC For the past 15+ years, Mike's background consists of enterprise software and technology services, managing the development and integration of major technologies, e.g., Oracle, IBM, Microsoft, and 3rd party cloud application platforms. He specializes in business strategy and process improvement, marketing and technology integration management, project/program management, and end-to-end martech solutions. Joe Rizzo Principal, marketingIO – iNeo Marketing With over 25+ years in digital marketing, Joe Rizzo specializes in multi-vertical B2B and B2C marketing initiatives fulfilling services for start-ups to the Fortune 1000. Joe is a seasoned SaaS Marketing Automation technologist, as well as a noted author, speaker, and consultant in digital marketing. . 949 354 4790 | davis_mike@marketingIO.com
  3. 3. Troy Burk CEO & Co-Founder at Right On Interactive Troy is a recognized thought leader and speaker on the topics of lifecycle marketing, marketing automation, lead and customer scoring and nurturing. He founded the company in 2006 after a successful early career at ExactTarget. Lori Grass Vice President of Sales & Alliances, Right On Interactive Lori Grass joined Right On Interactive in 2012 with over 20 years of sales experience. Prior to, she was vice president of sales and marketing for Tri-Auto Enterprises, a national automotive marketing software firm. 949 354 4790 | davis_mike@marketingIO.com
  4. 4. Agenda Free Stuff and Questions 1 2 3 4 5 Poll Questions The Current State of MAS Customer Lifecycle Marketing Tweet This @roi_marketin g @martechIO Data 949 354 4790 | davis_mike@marketingIO.com
  5. 5. The Value of MAS Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost (Forrester Research) 63% of companies that are outgrowing their competitors use MAS (Position2) Companies that use MAS see 70% faster sales cycle times, 54% improvement in quota achievement. Tweet This @roi_marketin g @martechIO Marketing Effectiveness • Nurturing • Efficiency 50% Automation • Consistent processes • Sense of urgency 63% Sales Growth • Engagement visibility • Lead lists 70%
  6. 6. The Challenges of MAS Only 3% adoption in non-tech companies (VentureBeat) Only 8% of companies using marketing automation use it to nurture their existing customers (SiriusDecisions) 85% of B2B marketers using marketing automation platforms feel they’re not using (SiriusDecisions) Foundation • Data • Personnel resources 3% Strategy • Glorified email tool • Lead-centric thinking 8% Execution • Slaying the dragon • Content 85% 949 354 4790 | davis_mike@marketingIO.com Tweet This @roi_marketin g @martechIO
  7. 7. 1 Three Steps to Better Data 3 2 Do Build It • Incent/RTW • Gated content • Events Do Ongoing Clean Up • Standard format • Must have data • Check-ups Don’t Cleanse Once • Don’t hire temps to do it • Don’t delay until you are ready Do Enrich • Append data • Progressive profiling Don’t Spam • Don’t keep unengaged active • Suppress often Don’t Buy It • Not opted in • Expensive 949 354 4790 | davis_mike@marketingIO.com
  8. 8. So Why Is Lifecycle Marketing The Answer? 949 354 4790 | davis_mike@marketingIO.com
  9. 9. It’s 6-7x more costly to attract a new customer than it is to retain an existing customer. 80% of your company’s revenue will come from just 20% of your existing customers. The probability of selling to an existing customer is 60-70%. The probability of selling to a new prospect is 5-20%. Today’s buyer’s are anywhere from two-thirds to 90% of the way through their journey before they reach out to a vendor. Your Customers Are Your #1 Reven ue Source 949 354 4790 | davis_mike@marketingIO.com Tweet This @roi_marketin g @martechIO
  10. 10. Customer Lifecycle Marketing Lifecycle Map Analytics, Dashboards and Reporting Profile and Engagement Scoring Web and Social Analytics Automated Campaigns Tool Audience Segment Builder Email Tool
  11. 11. Events Email Web Calls Social Kim Registered to win at event Profile: 70 Engagement: 12 Alex Made first purchase Profile: 80 Engagement: 88 The Journey ATTRACT CONVERT ONBOARD EXPAND APPRECIATE 949 354 4790 | davis_mike@marketingIO.com
  12. 12. Segmentation: Si mple Phases • Website anonymous, identified visitor reports • Social media engagement and interaction • Tasks scheduled in CRM activities • Alerts to sales inbox • Accept and reject portal • 360 view of the lead • Start with stages • Prioritize most important • Utilize dynamic content • Engaged • Unengaged • Good fit • Poor fit • Demographic • Psychographic • Firmographic • Purchase behavior 1 - Stages 2 - Scoring 3 - Personas • Qualified leads to ISVs and PSEs • Closed loop reporting and dashboards • Lifecycle map and metrics • API access for dashboards • Visibility into lead flow • Visibility into lead status Outputs Attract Convert Onboard Expand Appreciate 949 354 4790 | davis_mike@marketingIO.com
  13. 13. Best Practices: Attract Stage • Don’t sell • Establish thought leadership • Drive opt-ins through register to win programs • Website should be hub • Engage: events, direct mail, social, inside sales Awareness Consideration Convert Onboard Expand Appreciate Attract 949 354 4790 | davis_mike@marketingIO.com
  14. 14. Best Practices: Convert Stage • Ensure value prop against competition • Evolve from search marketing to discovery • Be found where your prospects search • Engage: email campaigns, digital marketing, webinars, outside sales team Realize Value Attract Convert Onboard Expand Appreciate Convert 949 354 4790 | davis_mike@marketingIO.com
  15. 15. Best Practices: Onboard Stage • KISS • Consistency • Retention starts now • Ensure success • Engage: customer service, training, how to videos, product specs Initial Purchase Attract Convert Onboard Expand Appreciate Onboard 949 354 4790 | davis_mike@marketingIO.com
  16. 16. Best Practices: Expand Stage • Brand experience • Maximize relationship • Cross sell/upsell the right products • Relevancy by engagement • Lead lists to sales • Engage: customer service team, new product roll outs, case studies, incentives See Results Attract Convert Onboard Expand Appreciate Expand 949 354 4790 | davis_mike@marketingIO.com
  17. 17. Best Practices: Appreciate Stage • Support brand advocates • Highlight success stories • Award loyalty • Delight and surprise • Referrals and recommendations • Engage: referral rewards program, loyalty program, surveys, focus groups Advocate Attract Convert Onboard Expand Appreciate Appreciate 949 354 4790 | davis_mike@marketingIO.com
  18. 18. Ten Campaign Questions 1. What’s the objective? 2. Who is the audience? 3. What are the key messages? 4. What is the value proposition? 6. What media channels? 7. Where are content assets? 8. What is the CTA? 9. What results are measured? 10.What is the schedule? 949 354 4790 | davis_mike@marketingIO.com
  19. 19. Lori’s Favs 1 2 3 Segmentation doesn’t have to be complicated Lifecycle marketing is the future Phased approaches with quick wins 949 354 4790 | davis_mike@marketingIO.com
  20. 20. Troy’s Favs 1 2 3 Results are bigger than opens and clicks Lifecycle is a business solution Don’t forget about the customer 949 354 4790 | davis_mike@marketingIO.com
  21. 21. Free Stuff! 1 2 3 Recorded webinar New Lifecycle e-book Discovery session if desired 949 354 4790 | davis_mike@marketingIO.com Tweet This @roi_marketin g @martechIO
  22. 22. Questions? Lori Grass For more information on technology lgrass@rightoninteractive.com rightoninteractive.com Mike Davis For more information on strategy davis_mike@marketingIO.com marketingIO.com 949 354 4790 | davis_mike@marketingIO.com
  23. 23. About Right On Interactive Right On Interactive (“ROI”) is a customer lifecycle marketing software company that helps organizations win, keep and grow business. We do this through our lifecycle marketing solution that builds engagement throughout the lifecycle of every prospect and customer. 949 354 4790 | davis_mike@marketingIO.com
  24. 24. About marketingIO Marketing Technologists + Marketing Strategists + Marketing IT Support, DB & Application Developers = marketingIO 949 354 4790 | davis_mike@marketingIO.com
  25. 25. Thank You! 949 354 4790 | davis_mike@marketingIO.com

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