Are you really benefiting from the full capabilities of your marketing automation technology? The experts explain how you can make the most of your investment in this eBook guide.
Lead nurturing has become an integral part of a successful marketing strategy—specifically when building relationships with potential buyers across multiple channels, even if they are not currently looking to purchase a product or service. Today’s potential buyers don’t become customers overnight—they require marketing over time as they self-educate and build trust with a company. Lead nurturing helps marketers communicate consistently with buyers cross-channel and throughout the sales cycle—addressing the gap in time between when a lead first interacts with you and when she is ready to purchase.
The Definitive Guide to Lead Nurturing covers everything you need to know to get started using lead nurturing to drive revenue growth, including how to:
Create a lead nurture strategy
Nurture leads across channels
Segment a lead database
Choose appropriate content for each lead nurture track and audience
Get the most value from lead nurturing with testing and optimization
Measure and explain lead nurturing’s return on investment
Digital Marketing 101 Toolkit that covers the basics of Digital Planning, Social Media, Consumer Touch-points and a guide to using basic digital/social platforms like Facebook, Twitter, YouTube, Blogs, Web Analytics and Social Listening
How to personalize and target promotions without CRMRevTrax
Finding and delivering the appropriate message to the appropriate audience is one of the primary goals of brand marketing. Delivering that consistent message through all touchpoints should be a top priority.
But what if your organization does not have a CRM program? Is it possible to personalize your digital promotions without CRM?
In a nutshell, Inbound is what's replaced traditional, costly broadcast advertising with an adaptable model where customer behaviour is made visible, results tangible and effectiveness measurable.
Driving SEO with Press Releases How-To GuideDemand Metric
This How To Guide will explain how press releases can boost SEO efforts, how to write press releases for SEO, the pros and cons of doing so and conclude with an action plan on using press releases in your SEO efforts.
For decades, press releases were the basic building blocks of a public relations strategy. A company that wanted press coverage would write and issue a press release. The more skilled the company was at media relations, the better this strategy worked. Press releases still serve this purpose, although a new and important use of press releases has evolved as a tool for Search Engine Optimization (SEO).
For companies whose websites are key to revenue generation, the SEO benefits are the primary motivation for writing and issuing press releases. If releases also produce favorable media coverage, that’s viewed as a bonus. The benefits of this SEO strategy result from the links a press release can produce back to the issuer’s website. These links are known as backlinks. The more external, authentic backlinks a website has pointing to it, the higher it ranks on a Search Engine Results Page (SERP). While this strategy is conceptually simple to grasp, executing it effectively requires some insider knowledge of both media relations and SEO.
Read this brief 8-page guide to understand the following:
How press releases boost SEO
Writing press releases for SEO
The pros and cons of a press release SEO strategy
Using press releases in your SEO efforts
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Lead nurturing has become an integral part of a successful marketing strategy—specifically when building relationships with potential buyers across multiple channels, even if they are not currently looking to purchase a product or service. Today’s potential buyers don’t become customers overnight—they require marketing over time as they self-educate and build trust with a company. Lead nurturing helps marketers communicate consistently with buyers cross-channel and throughout the sales cycle—addressing the gap in time between when a lead first interacts with you and when she is ready to purchase.
The Definitive Guide to Lead Nurturing covers everything you need to know to get started using lead nurturing to drive revenue growth, including how to:
Create a lead nurture strategy
Nurture leads across channels
Segment a lead database
Choose appropriate content for each lead nurture track and audience
Get the most value from lead nurturing with testing and optimization
Measure and explain lead nurturing’s return on investment
Digital Marketing 101 Toolkit that covers the basics of Digital Planning, Social Media, Consumer Touch-points and a guide to using basic digital/social platforms like Facebook, Twitter, YouTube, Blogs, Web Analytics and Social Listening
How to personalize and target promotions without CRMRevTrax
Finding and delivering the appropriate message to the appropriate audience is one of the primary goals of brand marketing. Delivering that consistent message through all touchpoints should be a top priority.
But what if your organization does not have a CRM program? Is it possible to personalize your digital promotions without CRM?
In a nutshell, Inbound is what's replaced traditional, costly broadcast advertising with an adaptable model where customer behaviour is made visible, results tangible and effectiveness measurable.
Driving SEO with Press Releases How-To GuideDemand Metric
This How To Guide will explain how press releases can boost SEO efforts, how to write press releases for SEO, the pros and cons of doing so and conclude with an action plan on using press releases in your SEO efforts.
For decades, press releases were the basic building blocks of a public relations strategy. A company that wanted press coverage would write and issue a press release. The more skilled the company was at media relations, the better this strategy worked. Press releases still serve this purpose, although a new and important use of press releases has evolved as a tool for Search Engine Optimization (SEO).
For companies whose websites are key to revenue generation, the SEO benefits are the primary motivation for writing and issuing press releases. If releases also produce favorable media coverage, that’s viewed as a bonus. The benefits of this SEO strategy result from the links a press release can produce back to the issuer’s website. These links are known as backlinks. The more external, authentic backlinks a website has pointing to it, the higher it ranks on a Search Engine Results Page (SERP). While this strategy is conceptually simple to grasp, executing it effectively requires some insider knowledge of both media relations and SEO.
Read this brief 8-page guide to understand the following:
How press releases boost SEO
Writing press releases for SEO
The pros and cons of a press release SEO strategy
Using press releases in your SEO efforts
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Marketing Automation - Gleanster Research CheatSheet: Gleanster Research
What marketing automation is
How marketing automation works
Definitions of common jargon and acronyms associated with marketing automation
Common out-of-the-box features in marketing automation tools
How to justify investments in marketing automation
How much marketing automation tools cost
Essential pre-purchase tips and tricks to maximize an investment in marketing automation
Prepare for Marketing Automation: 5 Tips to Maximize ROIG3 Communications
View this webinar on-demand at: http://dg-r.co/AutomatedROI
Getting started with marketing automation may seem complicated, but with a little preparation, you’ll see results right away. In fact, 44% of companies achieve a positive ROI within only six months - with a 28% average overall return.
This quick start crash course will give you a 5-step strategy to prepare your organization for adopting marketing automation and help you accelerate your return on investment.
In this webinar, you'll learn:
The three “Must Dos” to get started;
Setting up your pilot lead management program;
Core competencies your team will need;
The 5-step process for creating your first automated program; and
Optimizing and maximizing results with metrics that matter.
Digital marketing is the component of marketing that uses digital technology based on online environments such as desktop computers, mobile phones and other digital platforms and media to promote products and services
Digital marketing goes far beyond just ads and emails. Marketing teams can employ
a wealth of different platforms and tactics, including blogs, multi-layered email
campaigns, websites, and social media platforms, just to name a few. Ultimately,
the goal of a digital marketer is to generate leads, as well as engage, capture the
attention of, and forge a strong bond with the people who might be interested in what
you have to offer.
Commerceblend helps you to scale up your personalization. Create a personalized web experience for customers become more and more important to increase engagement rate and conversion rate with us.
Managing those qualified but not-ready-to-buy leads in advance of an active sales process is quickly becoming one of the most important roles for B2B marketing organizations. The justification and math is clear—the more actively you can nurture leads and build long-term relationships based on trust and credibility, well before the prospect is ready to buy, the more likely you are to win the business and increase your conversion rates over time.
And what’s more, effective lead nurturing strategies and implementations can significantly decrease required marketing budget for new leads over time while increasing marketing- sourced opportunities in your sales pipeline.
The following pages provide several strategic and tactical best practices for introducing, launching and executing a lead nurturing or marketing automation effort for your organization.
Getting started with marketing automation may seem complicated, but with a little preparation, you’ll see results right away. In fact, 44% of companies achieve a positive ROI within only six months - with a whopping 28% average overall return.
Our quick start guide will give you a 6-step strategy to prepare your organization for adopting marketing automation and help you accelerate your return on investment.
How can marketers reach their target market?Proweaver, Inc
Stay ahead of the competition by implementing relevant digital marketing campaigns for your business this 2022. Read now to learn more!
Originally published at https://www.proweaver.com/relevant-digital-marketing-campaign-this-new-year.
Marketing Automation for Nonprofits - Heller ConsultingHeller Consulting
Nonprofit supporters are looking for more and more personalized ways to support the missions they love. And nonprofits are realizing that it’s time to take the plunge to deliver deeper relationships through sophisticated constituent relationship management systems, access to big data, robust dashboards, relevant and inspirational content, and the latest and greatest that marketing technology has to offer. In fact, when it comes to email marketing, digital fundraising, advocacy and acquisition, it’s no surprise that marketing automation technology is at the top of many nonprofit’s wish lists. But where do you start? Heller Digital’s forthcoming paper is designed to give you helpful tips how to take on marketing automation and learn from nonprofit pioneers who have already blazed the trail. We conducted interviews with leading organizations and gathered insights on how to approach a new marketing automation effort, what to look out for, and how to make the most of this technology (without tearing your hair out)
Online Lead Generation - Forward Vision Marketingjerianasmith
According to the 2013 Lead Generation Marketing Effectiveness Study conducted by the Lenskold Group, 63 percent of companies that were outgrowing their competitors that year were using an integrated marketing automation system.
Similar to Harnessing the Power of Marketing Automation (20)
Pro Tips on Creating a Sales Process that Will Drive ResultsLedgeview Partners
Get the actionable tips you need to take your sales team and strategies to the next level, helping you to boost your bottom lines and drive organizational growth!
In the past, sales coaching was largely seen as something that only larger and more sophisticated sales organizations took advantage of, but in more recent years, it has moved into organizations of various levels, industries, and experience.
In this eBook, we will walk you through the keys to achieving sales coaching success and taking not just your sales team and strategy to the next level, but your organization as a whole.
Every marketer should know these 28 terms, but this is really just the start of a valuable education and insight into the world of marketing as it stands today ... Learn more at http://bit.ly/LVPMarketing.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius
Harnessing the Power of Marketing Automation
1. - A PUBLICATION OF LEDGEVIEW PARTNERS-
HARNESSING
THE POWER OF
MARKETING
AUTOMATION
4 STRATEGIES TO UNLEASH THE POWER OF
YOUR MARKETING AUTOMATION SYSTEM
2. TABLE OF CONTENTS
Intro
Marketing Strategy & Buyer
Personas Development
Website Strategy
Lead Management Strategies
Success Metrics
Conclusion
1
2
3
4
4. 4
The Power of Marketing
Automation
If you are new to Marketing Automation systems you may be a bit
overwhelmed by the feature set available to you and you may be
wondering where you should begin. Or maybe you have been using the
email functionality in your Marketing Automation tool but you are
unsure where to begin with the rest of the features. Marketing
Automation is a very powerful tool and we are going to look at ways to
unleash the power of the system to enhance you marketing strategy.
There are several Marketing Automation tools to choose from and some of the
names you may be familiar with like Act-On, HubSpot, Pardot and Marketo. If you are a
Microsoft Dynamics CRM user, you may also be familiar with the ClickDimensions tool
that can only be used within Dynamics CRM. They all provide a platform that is
intended to help you manage and successfully execute your marketing strategies.
INTRODUCTION
5. 5
Think about Marketing Automation like a All-Inclusive Resort. If you have ever been to an
All-Inclusive resort, it’s great because it includes your airfare, lodging, food and drinks….no
worries about needing to go off location for a meal or have your wallet with you while you are
out. It’s all included. Marketing Automation is somewhat similar as it includes all (or most of)
the tools in one package that you need to execute your Marketing Strategy. With Marketing
Automation, you no longer need to purchase an email package and another package for social
and another one for web tracking, etc. It’s all nicely put together for you in one package!
This eBook will focus on four key areas to help you harness the power of a Marketing
Automation “package”. We will focus on ways to help you to increase traffic to your digital
assets and then covert those visitors to leads, nurture those leads and eventually convert them
to sales. Because, let’s be honest, not only do we want to show the ROI of our Marketing
Automation tool but we want to ultimately help our organizations by increasing sales! Let’s
take a closer look.
7. 7
Marketing Strategy &
Persona Development
The first step in any good Marketing Strategy is first starting with
defining who you are targeting and what strategy you will be deploying
to reach those audiences. The same is true with your Marketing
Automation system. You now have an ample set of tools available to
you but the core marketing principles still apply and you need to truly
understand your audience in an effort to create a targeted, personalized
message to your defined customer segments.
In setting that strategy, it’s more
important than ever to have a
keen awareness of the stages
that your prospects go through
as they move along your sales
funnel. Think about your
different customer segments. Do
you know what information and
what answers they are looking
for during each of these buying
stages? What information is
relevant to them when they first
encounter your company versus
when they have moved further
down the funnel and are
considering a purchase?
You would, or should be, talking to the prospect in different ways depending on the stage
you find them in. Understanding this ahead of time, is critical in effectively deploying the
toolsets of your Marketing Automation system.
CHAPTER ONE
8. 8
Through the adoption and execution of technology,
today’s marketer, has been given the opportunity to create
personalized experiences at scale. The execution of this
1:1 marketing will involve harnessing the power of two core
technologies – Marketing Automation and CRM.
Whether you already have those technologies in
place or are considering the adoption of these powerful
tools, there are three questions that are critical to answer in
developing a personalized marketing strategy even before
you touch the technology.
1. Who Are Your
Personalizing
For?
2. What Content/
Messaging Do
Your Want To
Position?
3. Where Will
You Use Your
Content?
Personalized Marketing
9. 9
Three Key Questions To Ask When Creating Targeted
Communications
This is a critical step in the personalization process. You need to really know your
customer segments, understand the needs, wants and desires of each segment and also
understand what the sales triggers are for each segment to understand how they are
moving through the sales funnel and becoming “sales ready”. Why is this critical?
Understanding this will help you target the right messaging, the right content at the right
time to the right people.
9
Personalized Marketing
1. Who are you personalizing for?
After you have defined those segments, your next step is to determine what content
and messaging you want to position to each of your customer segments. Examples of
content include case studies, blogs, eBooks, events, videos, infographics, social posts,
product demos, webinars, etc.
The types of content that you should create will also be dictated by the industry in
which you serve and the customer you are reaching. Take a look at your customer
segments and create a chart that aligns content to each of the defined buying stages for
your product and/or service. This will be a good starting place to know what content you
currently have and what you will need to create to execute your personalization strategy.
2. What content/messaging do you want to
position?
Finally, the last “how” question to be answered in developing a personalization strategy is
the “where”. You have defined your customer segments, aligned content and now the next
piece of the puzzle is where will you use your content? Again, the “where” opportunities are
ample and just a few examples of areas where you can execute a personalization strategy
include email, landing pages, forms, social and web content. The most important thing here is,
once again, to know your audience and know where they want to engage. This is why question
#1 is so important. The segmentation of customers will help to define demographic as well as
behavioral attributes that will help to define where your customers seek and access information
so you can position accordingly.
Once you have answered these three critical questions, you can now begin to harness the
power of your Marketing Automation System and CRM System to create personalized marketing
experiences at scale.
3. Where will you use your content?
11. 11
Website Strategy
Marketing Automation tools can help you to enhance your website
strategy. While not all Marketing Automation systems have the ability
to manage your web content some do have this feature. For those that
have it, one strategy that can be used to maintain a powerful website is
the use of personalized web content.
With personalized content you can deliver content specifically tailored to where a
prospect is at in the buying process, or content targeted to people the very first time
they visit. Personalized content lets you target content based on anything you know
about your contacts, for true relationship-driven marketing. Content can be tailored to
anonymous visitors based on their location, device, or referral source. Or, you can tailor
content to known visitors based on your marketing lists, or the contacts current buying
stage. By creating lists that recognize your different buying stages, you can customize
the content that people in each stage will see. Visitors see content personalized for
them. Not all marketing automation systems offer this but some do. If this is something
that is important to you check to see if your tool offers this or if your Content
Management System has this feature.
Another feature, is the use of Live Chat. Use live chat on your website so that
people visiting our site can quickly connect with you while they are on the site. While the
chat platform is not typically part of the Marketing Automation features set, you can use
web tracking to track visitors using the Live Chat tool. You can then trace this activity
as part of their buyers journey to understand if the use of the tool is a factor in the
conversion of a sale. If your audience seeks to communicate with you this way, give
them the option to do so!
CHAPTER 2
Create a Powerful Website Presence
12. 12
Another strategy that
can be used is the use of
web tracking. Most
automation tools will offer
the ability to place a
tracking script on your
companies website. Once
this tracking script is in
place, you can then start
tracking your anonymous
visitors but also the web
activity of your prospects
and contacts. Use this web
activity to tailor content,
calls to action, etc. as you
learn more about the
activity of your visitors over
time.
Quick Fact
Businesses that personalize
web experiences see an
average 19% increase in
sales.
(MarketingProfs)
With your powerful website in place, you have built a great digital asset but now
it’s time to bring people to it. There are many strategies that can be used to push traffic
to your website but listed here are a few that can be executed as part of your Marketing
Automation tool box. Blogging, Social Media, Search Engine Optimization and Event
Management are all excellent tactics to drive traffic to your website and can be
accessed from within your Marketing Automation system. When executed, the goal of
each of these tactics should be to drive traffic to your website and then covert that
visitor to a lead for your company.
Generate More Traffic To Your Website
14. 14
Lead Management Strategies
This is where Marketing Automation really starts to shine. To convert
traffic to leads, you will want to utilize landing pages, forms, calls to
action (CTA’s), adopt a list segmentation strategy and use offers and
promotions to convert your website traffic into leads.
A lead or prospect, is considered
“converted” when an anonymous
visitor to your site fills out one of
your web forms or clicks on a link
in an email that they receive from
you. Including relevant Calls To
Action (CTA’s) on your website
that lead your visitors to a
conversion form, will be critical.
These call to actions should
again be relevant to the buying
stage the consumer is in.
Once you have captured a lead, your next step should be focusing on moving that lead
through your sales funnel. In marketing. you want to nurture that lead and ultimately
qualify it as a Marketing Qualified Lead (MQL) and then send it off to sales. The tools
within your Marketing Automation system that will give you the power to do that include:
email marketing, lead nurturing, lead scoring and an integration to your CRM System.
CHAPTER THREE
15. 15
The use of email marketing is a critical component
to a lead management strategy since the conversion of a
lead off of your website will involve an email address.
The key here is to develop an email strategy that focuses
on sending relevant and timely messaging to your leads
based on their stage of the buying process or other
specific attributes such as job title, industry, etc.
Lead Nurturing builds upon the use of Email
Marketing and offers Marketers the ability to set up
automated nurturing campaigns based on the behaviors
your prospects and customers take when engaging with
your campaigns. It’s important to note that while email is
an often used component of a Lead Nurturing strategy it
is not the only strategy that can be deployed. Lead
Nurturing campaigns can also include triggers based on
list membership, event participation, web site activity and
sales alerts among others. Lead nurturing campaigns
can be set up for many different customer profiles and
Businesses that
use Marketing
Automation to
nurture prospects
experience a
451%
INCREASE IN
QUALIFIED LEADS
(The Annuitas Group)
16. 16
With the use of lead scoring, you can manage the qualification of a Marketing
Qualified lead and know when to send the lead to sales through an automated process.
As you are nurturing your leads, you want to automatically add scoring values to their
activities so that you can determine their likeliness to buy. Ultimately your sales team
wants to know…is this lead worth contacting? Lead scoring helps you to assign a value
to the activity that the customer is engaging in and when you hand the lead to sales they
know it’s someone worth contacting.
That brings us to our next step which is CRM Integration.: As marketing is working
to qualify a lead, there are several marketing activities that will take place and actions
done by the customer such as how they are engaging with your website, emails, forms,
landing pages, events., etc. . With an integrated system, you can share this information
with your sales team so they can see and understand how your leads and contacts are
engaging with your marketing activities by exposing that information in CRM. This will
lead to a more relevant and direct conversation when your sales team engages with the
prospect and/or customer.
having a strong understanding of your customer segments/buyer personas will help
you in knowing how you want to structure your lead nurturing campaigns. Some
companies set these up based on a series of behaviors, others by lead nurturing score
levels or by demographic information. Knowing your audience will help to direct your
strategy.
18. 18
Success Metrics
It’s critical, to analyze and measure your successes and failures. There
are many Key Performance Indicators or KPI’s that you can choose to
measure. However, most Marketing Automation tools that are
integrated with a CRM system provide you with the following:
CHAPTER FOUR
The number of website visitors to your website and the source of that
traffic such as organic, paid, social, referral, etc.
The number of leads generated during a specified time period.
Data on the leads generated that turned into Marketing Qualified Leads
(MQL) and then into Sales Qualified Leads (SQL).
The number of RFQ/Quotes generated (if that is relevant to your
business) and ultimately the number of Customers acquired.
Act-On
Revenue Impact Reports | December 2016
19. 19
Another KPI that will be important to measure is the
website visits, leads and customers acquired from the
types of campaigns that you deployed. Most Marketing
Automation systems will provide a report that shows the
number of Opportunities that were won and their original
campaign source. This type of reporting can really help
you to showcase the successes of your marketing efforts
and provide you visibility to those efforts that are not as
successful so that you can readjust strategy.
Companies with
the best quality
data drive
70% more
revenue through
marketing
programs than
those with
simply average
data quality.
(SiriusDecision)
21. 21
of successful marketers cite
marketing automation as being
most responsible for improving
revenue contribution.
78%
Don’t be intimidated by your Marketing
Automation System. While the tools
available to you may be ample, break
down and prioritize the tools that will
best help you meet your marketing goals.
Begin with those and then add more
functionality as you become more
comfortable with the system over time.
Conclusion
22. Meet
Ledgeview Partners
Ledgeview Partners is a business and technology consulting
company who partners with organizations to transform sales,
marketing and customer service operations & processes that
are supported by core technologies including Customer
Relationship Management (CRM) and Marketing Automation.
Ledgeview Partners’ consultants combine savvy business
intellect with strong technological aptitude to provide
solutions that extend well beyond software
implementations. It’s about building relationships,
transforming business, and delivering phenomenal customer
experiences.
Ledgeview Partners is a Microsoft Dynamics Gold Partner
and a Salesforce Silver Consulting Partner.
ledgeviewpartners.com