Inbound & Automation Marketing Caso de Sucesso Flow - Liminal

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Análise da programa de marketing B2B para suporte às atividades de business development, através de inbound e marketing automation. www.liminal.pt

Marketing

CASO DE SUCESSO
INBOUND &
AUTOMATION
LIMINAL

PRINCIPAIS DESAFIOS
CUSTOS
ELEVADOS DE
AWARENESS
PROCESSO COMERCIAL
LONGO E ONEROSO
INEXISTÊNCIA DE TECNOLOGIA
DE SUPORTE AO MARKETING E
VENDAS

INBOUND & MARKETING AUTOMATION
CASO FLOW

INBOUND & MARKETING AUTOMATION
CASO FLOW
ESTRATÉGIA

INBOUND & MARKETING AUTOMATION
CASO FLOW
ESTRATÉGIA CONTEÚDO

ATRAIR ENVOLVER CONQUISTAR
ESTÁGIO SUSPECT POTENCIAL (MAA) PROSPECTS (MQA) OPORTUNIDADE (SAA) OPORTUNIDADE (SQA)
OBJETIVO CONHECER A MARCA
RECOLHER DADOS BÁSICOS
SOBRE UTILIZADORES QUE
ESTÃO INTERESSADOS NO TEMA
RECOLHER DADOS COMPLETOS
SOBRE O UTILIZADOR E
EMPRESA (EX.: FUNÇÃO, CARGO,
NOME DA EMPRESA)
PEDIDO DE ORÇAMENTO REUNIÃO DEMO
CONTEÚDOS UNGATED
BLOGPOST:
“O IMPACTO DA INDÚSTRIA 4.0
NA MANUFATURA”
BLOGPOST:
“11 DICAS PARA OTIMIZAR O
PROCESSO DE PRODUÇÃO
BLOGPOST:
“7 BENEFÍCIOS DE UTILIZAR UM
SOFTWARE DE GESTÃO DE
PRODUÇÃO”
BLOGPOST:
“CONTROLO DE GESTÃO EM
TEMPO REAL COM O FLOW
MANUFACTURING”
CASOS DE SUCESSO
CONTEÚDOS GATED FLYER FLOW MANUFACTURING
WHITE PAPER:
“7 DESAFIOS DO GESTOR
INDUSTRIAL”
EBOOK:
“FACTORY UPGRADE: QUAL O
SOFTWARE MAIS ADEQUADO À
SUA INDÚSTRIA”
DIAGNÓSTICO: “DESCUBRA OS
REQUISITOS DE SOFTWARE
IDEAIS PARA A SUA FÁBRICA”
CASO DE SUCESSO:
“DA FLOR DO ALGODÃO À
FÁBRICA DO FUTURO”
CONTENT AND
ENGAGEMENT STRATEGY

OS 7 DESAFIOS DO
GESTOR INDUSTRIAL
O EBOOK “OS 7 DESAFIOS DO GESTOR INDUSTRIAL” GEROU
17% DE TODAS AS LEADS DE MARKETING DA FLOW.
(JAN – SET 2017)

FACTORY UPGRADE:
QUAL O SOFTWARE MAIS
ADEQUADO À SUA INDÚSTRIA

INBOUND & MARKETING AUTOMATION
CASO FLOW
ESTRATÉGIA CONTEÚDO
ORGANIC SEARCH E
ADWORDS (SITE)
NURTURING
MAILING
NEWSLETTER

HUB ONLINE
OS ARTIGOS ONLINE GERARAM 25% DE TODAS AS
PESQUISAS NON-BRANDED.
(JAN – SET 2017)

INBOUND & MARKETING AUTOMATION
CASO FLOW
AUTOMAÇÃOESTRATÉGIA CONTEÚDO
ORGANIC SEARCH E
ADWORDS (SITE)
NURTURING
MAILING
NEWSLETTER

1º PONTO DE CONTACTO
(ADWORDS, SEO, E-MAIL, ETC.)
LANDING PAGE /
DOWNLOAD EBOOK
REMARKETING;
NEWSLETTER
MAA to MQA
E-MAIL #1:
“OTIMIZAR OPERAÇÕES E
PRODUÇÃO”
E-MAIL #2:
“CONTROLO DE PRODUÇÃO
NA PONTA DOS SEUS DEDOS”
15 dias
AUTOMAÇÃO
INBOUND & MARKETING AUTOMATION
CASO FLOW

SCORE > 100?
TELEMARKETING
(QUALIFICAR OPORTUNIDADE E
MARCAR DEMO)
MAA to MQA
E-MAIL #1:
“JÁ PENSOU EM UTILIZAR UM
MES NA SUA INDÚSTRIA?”
E-MAIL #2:
“VAMOS FALAR?”
SALES DEVELOPER
TELEMARKETING
(FOLLOW-UP AO E-MAIL)
E-MAIL #3:
“VEMO-NOS MAIS TARDE”
AUTOMAÇÃO

INBOUND & MARKETING AUTOMATION
CASO FLOW
ORGANIC SEARCH
76% de sessões/mês
MQL
2% dos users/mês
SQL
10% das MQL
DEALS
8% das SQL

INBOUND & MARKETING AUTOMATION
CASO FLOW
SEO
55% das leads
BLOG
25% tráfego orgânico
non-branded
NEWSLETTER
24% das leads de vendas
GATED CONTENT
51% leads geradas por
marketing colateral
WEBSITE
62% leads de vendas
INBOUND
17% leads de vendas
CLIENTES
2X nº clientes em menos
de 3 anos
CHURN RATE
Churn Rate da Flow: 0%

ENTRE NA
ERA LIMINAL
Rua Eng Ferreira
Dias 728
4100-246 Porto
http://liminal.pt
hello@liminal.pt
Sede:
IPN - Incubadora
Rua Pedro Nunes
3030 – 199 Coimbra

WHERE
MARTECH
MEETS BUSINESS
ENTRE NA ERA LIMINAL

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Inbound & Automation Marketing Caso de Sucesso Flow - Liminal

2. CASO DE SUCESSO INBOUND & AUTOMATION LIMINAL

3. PRINCIPAIS DESAFIOS CUSTOS ELEVADOS DE AWARENESS PROCESSO COMERCIAL LONGO E ONEROSO INEXISTÊNCIA DE TECNOLOGIA DE SUPORTE AO MARKETING E VENDAS

4. INBOUND & MARKETING AUTOMATION CASO FLOW

5. INBOUND & MARKETING AUTOMATION CASO FLOW ESTRATÉGIA

6. ESTRATÉGIA

7. INBOUND & MARKETING AUTOMATION CASO FLOW ESTRATÉGIA CONTEÚDO

8. ATRAIR ENVOLVER CONQUISTAR ESTÁGIO SUSPECT POTENCIAL (MAA) PROSPECTS (MQA) OPORTUNIDADE (SAA) OPORTUNIDADE (SQA) OBJETIVO CONHECER A MARCA RECOLHER DADOS BÁSICOS SOBRE UTILIZADORES QUE ESTÃO INTERESSADOS NO TEMA RECOLHER DADOS COMPLETOS SOBRE O UTILIZADOR E EMPRESA (EX.: FUNÇÃO, CARGO, NOME DA EMPRESA) PEDIDO DE ORÇAMENTO REUNIÃO DEMO CONTEÚDOS UNGATED BLOGPOST: “O IMPACTO DA INDÚSTRIA 4.0 NA MANUFATURA” BLOGPOST: “11 DICAS PARA OTIMIZAR O PROCESSO DE PRODUÇÃO BLOGPOST: “7 BENEFÍCIOS DE UTILIZAR UM SOFTWARE DE GESTÃO DE PRODUÇÃO” BLOGPOST: “CONTROLO DE GESTÃO EM TEMPO REAL COM O FLOW MANUFACTURING” CASOS DE SUCESSO CONTEÚDOS GATED FLYER FLOW MANUFACTURING WHITE PAPER: “7 DESAFIOS DO GESTOR INDUSTRIAL” EBOOK: “FACTORY UPGRADE: QUAL O SOFTWARE MAIS ADEQUADO À SUA INDÚSTRIA” DIAGNÓSTICO: “DESCUBRA OS REQUISITOS DE SOFTWARE IDEAIS PARA A SUA FÁBRICA” CASO DE SUCESSO: “DA FLOR DO ALGODÃO À FÁBRICA DO FUTURO” CONTENT AND ENGAGEMENT STRATEGY

9. OS 7 DESAFIOS DO GESTOR INDUSTRIAL O EBOOK “OS 7 DESAFIOS DO GESTOR INDUSTRIAL” GEROU 17% DE TODAS AS LEADS DE MARKETING DA FLOW. (JAN – SET 2017)

10. FACTORY UPGRADE: QUAL O SOFTWARE MAIS ADEQUADO À SUA INDÚSTRIA

11. DIAGNÓSTICO DE REQUISITOS

12. MICROWEBSITE: COMO ESCOLHER UM MES

13. INBOUND & MARKETING AUTOMATION CASO FLOW ESTRATÉGIA CONTEÚDO ORGANIC SEARCH E ADWORDS (SITE) NURTURING MAILING NEWSLETTER

14. HUB ONLINE OS ARTIGOS ONLINE GERARAM 25% DE TODAS AS PESQUISAS NON-BRANDED. (JAN – SET 2017)

15. NEWSLETTER

16. ADWORDS

17. INBOUND & MARKETING AUTOMATION CASO FLOW AUTOMAÇÃOESTRATÉGIA CONTEÚDO ORGANIC SEARCH E ADWORDS (SITE) NURTURING MAILING NEWSLETTER

18. 1º PONTO DE CONTACTO (ADWORDS, SEO, E-MAIL, ETC.) LANDING PAGE / DOWNLOAD EBOOK REMARKETING; NEWSLETTER MAA to MQA E-MAIL #1: “OTIMIZAR OPERAÇÕES E PRODUÇÃO” E-MAIL #2: “CONTROLO DE PRODUÇÃO NA PONTA DOS SEUS DEDOS” 15 dias AUTOMAÇÃO INBOUND & MARKETING AUTOMATION CASO FLOW

19. SCORE > 100? TELEMARKETING (QUALIFICAR OPORTUNIDADE E MARCAR DEMO) MAA to MQA E-MAIL #1: “JÁ PENSOU EM UTILIZAR UM MES NA SUA INDÚSTRIA?” E-MAIL #2: “VAMOS FALAR?” SALES DEVELOPER TELEMARKETING (FOLLOW-UP AO E-MAIL) E-MAIL #3: “VEMO-NOS MAIS TARDE” AUTOMAÇÃO

20. INBOUND & MARKETING AUTOMATION CASO FLOW ORGANIC SEARCH 76% de sessões/mês MQL 2% dos users/mês SQL 10% das MQL DEALS 8% das SQL

21. INBOUND & MARKETING AUTOMATION CASO FLOW SEO 55% das leads BLOG 25% tráfego orgânico non-branded NEWSLETTER 24% das leads de vendas GATED CONTENT 51% leads geradas por marketing colateral WEBSITE 62% leads de vendas INBOUND 17% leads de vendas CLIENTES 2X nº clientes em menos de 3 anos CHURN RATE Churn Rate da Flow: 0%

22. ENTRE NA ERA LIMINAL Rua Eng Ferreira Dias 728 4100-246 Porto http://liminal.pt hello@liminal.pt Sede: IPN - Incubadora Rua Pedro Nunes 3030 – 199 Coimbra

23. WHERE MARTECH MEETS BUSINESS ENTRE NA ERA LIMINAL

Inbound & Automation Marketing Caso de Sucesso Flow - Liminal

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