An Introduction to Marketing Automation
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Learn how to create the Ultimate Lead Machine, an Automated Marketing ecosystem that attracts qualified leads through an integrated marketing strategy, nurtures those leads by delivering the right personalized message at the right time, and scores the interactions to deliver ready buyers, for the first purchase and the next.
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An Introduction to Marketing Automation
- 1. An Introduction to Marketing Automation Kevin Krason Biznet Digital
- 2. Marketing Challenges ? • Not enough leads to feed the sales funnel • No easy way to qualify leads • No way to effectively nurture leads • Big gaps in follow-up from sales team • Can’t see where the leaks are in the pipeline • Don’t know which tactics are driving revenue “Only 27% of leads sent directly to sales are qualified.” – Marketing Sherpa
- 3. Marketing Challenges • Buyers have more information than they can use • Many marketing tactics are ignored because they don’t get the attention of the target – must be personalized • Nurturing leads with relevant content is now required
- 4. Why? At Biznet Digital, we believe that the Internet provides an opportunity for value and quality to stand out over greed and the status quo. We are passionate about helping great small and mid- size companies leverage marketing technology to grow and prosper.
- 5. Agenda • Modern Marketing Landscape • Promise of Marketing Automation • MA Fundamentals • Lifecycle of a Prospect • First Steps
- 6. Today Buyers Find Sellers 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Decision Makers Contributors Vendor found Customer Customer found Vendor Source: Business Products Buyers Survey, Marketing Sherpa, 3/07
- 8. Content is the Attractor
- 10. Buying Has Changed Source: LinkedIn “The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process.” SiriusDecisions
- 11. The Sales Funnel is More Complex
- 12. Then… …Now Marketing Sales Marketing Sales Awareness Interest Consideration Intent Evaluation Purchase Sales & Marketing Roles have Changed
- 13. What if you could… …Know what your prospects want before they tell you? … Allow them to self-select the information that matters most? …Engage them at exactly the right time, every time, with the right message automatically?
- 14. Promises of Marketing Automation • Generate more leads • Increase number of qualified leads • Drive more sales • Balanced sales and marketing resources • Increase average sales price • Improves up-selling and cross selling • Measure marketing effectiveness • Provide a perpetual lead generation machine
- 15. What is the Ultimate Lead Machine? …A technology driven ecosystem for prospects and clients that: • Educates, inspires and nurtures • Provides personalized, timely information • Guides prospects through the sales process • Automatically delivers the right message at the right time • Identifies sales-ready prospects • Tracks and proves the ROI for every marketing tactic • Creates the optimal marketing system
- 16. Marketing Automation Fundamentals • Website Visitor Identification Technology • Customer Relationship Management (CRM) • Behavior Analytics • Email Automation • Campaign Optimization (Testing & Reporting)
- 17. Visitor ID • Identify and profile website traffic to identify anonymous visitors • Create unique profiles for every visitor • Convert ideal visitors to leads by matching against big data source
- 18. CRM • Record customer contact information • Track all interactions with the prospect, manually and digitally • View status in sales process • Manage campaign participation
- 19. Behavior Analytics • Know how your prospects and customers interact with your messaging wherever they receive it – on your website, via email, socially, etc. • Know what’s important to them and you • Use data to personalize campaign messaging
- 20. Email Automation • Create personalized, relevant, timely messages • Trigger messages based on prospect’s actions • Measure engagement and personalize response • Align message with stage of funnel
- 21. Campaign Analytics • Track all marketing campaigns • A/B Test Messaging and Activities • Optimize for best results • Prove Return on Investment
- 22. Lifecycle of a Prospect The relationship begins when a prospect visits your website through: • Search • Social • Email • Direct
- 23. Visitor ID Identify Visitors even before they share their contact information
- 24. Incentivize Visitors to Self Identify Offer visitors Gated Content or promotions in exchange for contact information, email address, phone, etc.
- 25. Track Web Activity • Know every page your prospect visited • Flag Important Pages to identify prospects • Score actions to evaluate quality, interest and readiness
- 26. Track Activity • Know every page your prospect visited • Flag Important Pages to identify prospects • Score actions to evaluate quality, interest and readiness
- 27. Nurture • Continue to reach out via email and monitor site activity • Personalize the message based on user actions, scores, and interests
- 28. Close the Business When a prospect’s score predicts that they are ready to buy, engage directly by turning them over to the sales team to close
- 29. First Steps • Define/review buyer personas – your “Target Market” • Review existing marketing content and collateral • Assess website’s ability to attract and nurture • Optimize website for lead generation and nurturing • Review/upgrade/replace/enhance technology for content management, marketing analytics, email, lead generation, lead nurturing, and scoring • Define KPI’s and configure reporting tools
- 30. Recommends SharpSpring Generate More Leads, Convert Them To Revenue, Prove Marketing ROI
- 31. Summary: Marketing Automation is a Must Have for Today’s Businesses
- 32. How Biznet Helps Consult Assist with Strategy, Planning Implementation, and Optimization Train Teach marketing and sales teams how to use and maximize Marketing Automation technologies Fuel Create blogs, articles, case studies, infographics, videos, and more to fuel your Ultimate Lead Machine Choose your path: DIY, Collaborative, or Fully Outsourced
- 33. About Biznet At Biznet Digital, we embrace the communication shift empowered by the Internet. Since 1994, we have adapted to advancements in marketing technologies and are passionate about helping clients utilize the proper tools to grow. We help businesses by providing sales & marketing technologies, including Marketing Automation training and support for marketing services such as content development, digital advertising, social media management, and website and mobile app development.
- 34. Why Biznet? Experts at : • Digital strategy • Architecture • Infrastructure • Deployment • Digital Marketing • Campaign Development Industries Served: • B2B and B2C • Professional Services • Manufacturing / Automotive • Technology • Healthcare • Education / Non-profit
- 35. Biznet Development Services • Application Architecture & Strategy • Website Development • Content Management System (CMS) selection and deployment • Ecommerce Solutions • Mobile Applications • Custom Software Development
- 36. Biznet Digital Marketing Services • Marketing Automation Strategy & Consulting • Search: Organic & PPC • Content Marketing • Social Media • Email • Display • Affiliate • Mobile • Reputation Mgmt • Directory Mgmt