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Marketing automation
This document discusses marketing automation, including an overview and capabilities like lead generation, tracking website visitors, and social media integration. It describes how marketing automation can provide insights into prospect behavior and help marketers send targeted messages. The presentation agenda outlines topics like the sales funnel, lead nurturing, and benefits such as focusing sales efforts and designing automated communications. Marketing automation is presented as an approach that aligns digital marketing with website activity to better track efforts and their impact on sales.
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Marketing automation
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- 2. • Marketing AutomationOverview • Marketing Automation Capabilities • The Sales Funnel • Lead Generation • Marketing Automation Benefits
- 5. Marketing softwarethat aligns your company’s digital marketing efforts with your prospect’s website activity ◦ Marketing Efforts + Website Activity Enables marketers to better track their marketing efforts, and how they directly impact sales Opens lines of communication with prospective customers
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- 10. Email, form& landing page development ◦ Quickly develop marketing pages without IT involvement Website visitor tracking ◦ Tell your sales team who is visiting your website Lead Management ◦ Leverage lead scoring to provide insight as to where a prospect is in the sales cycle
- 11. Social Media ◦Integrate all aspects of your digital presence CRM ◦ Transfer marketing insight to sales team Reporting
- 12. Image from CRWGraphics
- 13. Gain prospectbehavior insights ◦ How a prospect came to your website ◦ Every visit one of your prospects makes to your website ◦ The pages, resources and content a prospect visited Marketing Automation can deliver ◦ Targeted email messages relevant to your prospect ◦ Lead scoring on all prospects, to aid the sales team in qualification
- 14. Well builtmarketing systems will ◦ Enable the sales team to focus on the most qualified prospects, in all stages of the buying process Communicate to prospects with the right message ◦ Enable marketers to design targeted, automated communications for prospects Where they are in the sales cycle • What they are most interested in
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- 19. Forrester Consulting, "DrivingSMB Revenue In A Tough Economy," November 2012.
- 21. Lead Scoring ◦Behavioral Pages Visited Content Read Emails Opened ◦ Demographic Traits that make your company’s ideal customer Ex. B2B Company: VP Sales, US & Canada
- 22. Drip Campaigns ◦Automated programs that help you keep in touch with your customers until they are ready for a nurture campaign Lead Nurture Campaigns ◦ Serving relevant content to a prospect that relates to their interests and their place in the sales cycle
- 23. Inbound Marketing ◦PPC & SEO ◦ Email Marketing ◦ pURL Campaigns ◦ Direct Mail Nurture ◦ White Papers ◦ Case Studies ◦ Demos & Videos ◦ Customer Testimonials ◦ Relevant Industry Data
- 24. Lead Scoring+ Drip & Nurture Campaigns ◦ Once the lead score reaches your target, the prospect is sent to your sales team
- 27. • Companies thatexcel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. • Nurtured leads make 47% larger purchases than non-nurtured leads. • 61% of B2B marketers send all leads directly to sales; however, only 27% of those leads may be qualified Statistics from from Forrester Research, The Annuitas Group and Marketing Sherpa, respectively.
- 28. http://www.hubspot.com/marketing- automation-information http://www.slideshare.net/hschulze/marketi ng-automation-trends-2014 http://www.silverpop.com/Software/marketin g-automation/marketing-automation- highlights/b2b-highlights/