6- part Webinar series: The New Rules of Digital Marketing for Medical & Healthcare Organizations.

1. Presented by
Nick Latsos
VP Sales Cloud, CRM Evangelist LLC

2. Featured Clients

3. Atlanta, GA
Founded 1997
Award-winning digital agency
Clients - growing companies, leading brands, Fortune 500
Key industries - Healthcare, Financial, Technology
QUICK FACTS
Dallas, TX

4. SOCIAL
STRATEGY
CRM & MA
ANALYTICS
SEARCH
CONTENT
DESIGN
EMAIL

5. SOCIAL
STRATEGY
ANALYTICS
CONTENT
DESIGN
SEARCH
CRM & MA
EMAIL

6. THE NEW
RULES
Marketing Automation

7. Agenda
• AIS Media / CRM Evangelist offerings
• Overall objectives of Marketing Automation
• Are you ready for Marketing Automation?
• How do I nurture leads?
• How do I track prospect interest?
• A customer success story

8. TOP 3 GOALS
for Marketing Automation
1. Educate / Nurture
2. Track Interest
3. Qualify

9. Solution: Nurture them through
Marketing Automation technology
Only a small percentage of your
prospects are ready to buy today…
What do you do with the rest?

10. Work Smarter,
Not Harder

11. Marketing automation is on
the fast track for a 50%
increase in usage by 2015
Pardot

12. Salesforce - Pardot

13. Are You Ready
For Marketing
Automation?

14. Do you want:
1. Sales & marketing collaboration
2. Automated assignment of qualified sales leads via CRM
3. Targeted & segmented communications
4. Efficient content promotion & distribution
5. Closed loop reporting
6. Guiding your buyer’s journey
7. Effective multi-channel communication

15. What Are The
Basic Building
Blocks?

16. 60% of the sales funnel is
now happening in the digital
space
Webtrends

18. 75% of initial purchasing
process is done before the
buyer wants to engage vendor
directly
Forrester Research

19. Sales & marketing alignment
Challenges
• Missing objective lead qualification
• Prefer to use the “eyeball” approach
• Sales and marketing teams cannot agree
on definition of a good lead
Solutions
• Implement technology that helps close the loop
• Tracking results from sales-related activities
• Both Sales and Marketing Teams work together to identify:
• Customer Personas
• Buyer’s Journey Maps
Aligned sales
and marketing
experienced a
20% jump in
revenue growth
Aberdeen Research

20. 1. Ensure company branding and awareness is top-notch
2. Align and integrate sales & marketing processes
Buyers feel
97% of
interactions
with sales are
waste of time
New Business Strategies
3. Initiate nurture campaigns to
generate more qualified leads
4. Measure and refine (wash,
rinse and repeat)
The order of things

21. How Do I Get
Leads?

22. Companies that excel at lead
nurturing generate 50% more sales-
ready leads at 33% lower cost
Forrester Research

23. Inform
Educate
Involve
Qualify
Convert
Upsell
LEAD
NURTURING
PROCESS

24. • Track all actionable
behavior
• Not only email activities
• Use landing page activity
to direct drip targeting
• Self-directed
segmentation
• Deliver content download
link in first email, then
provide immediately for
all subsequent content
requests
Drip Nurturing Campaigns

25. Nurtured leads produce, on
average, a 20% increase in sales
opportunities versus non-nurtured leads
DemandGen Report

26. How Do I Track
Prospect
Interest?

27. Initial Digital Interactions
Nurturing &
Scoring
Sales Engagement
Prospect Scoring & Grading
Event
registration
+30
Request for
collateral
+20
Clicked
email link +1
Leads not sales ready
& need additional
nurturing
-100
Leads that are marketing
qualified >= 100
Prospects that
are showing
interest > 0
Marketing
Automation
Platform
Customer
Relationship
Management

28. 75% of
companies using
marketing
automation see
ROI within 12
months, 44%
within 6 months
Focus Research
Buyer Behaviors
Within Your Pipeline

29. A Customer
Success Story

30. About Wake Forest Innovations
Wake Forest Innovations is the new commercialization
enterprise of Wake Forest Baptist Medical Center located in
Winston-Salem, North Carolina
Core services with branded websites include:
Product Innovation and Commercialization Services
Contract Research & Development Services
Innovation Quarter Services
• Gutted many former tobacco warehouses and renovated
into state-of-the-art medical research & testing facilities
• Ground-breaking research & discoveries

31. Marketing automation
solutions see 70% faster
sales cycle times and 54%
improvement in quota
achievement
Bulldog Solutions

32. 2013 2014
Wake Forest timeline

33. New websites launched

34. .49% of hospitals lack
a mobile-friendly
website
Evolve Digital Labs

35. HubSpot

36. ALIGNMENT

37. Development of marketing content
Present Offerings
Present & Planned Offerings

38. 50% of qualified
leads are not
ready to purchase
immediately
Gleanster

39. List Cleansing and Segmentation
Problem: How to cleanse thousands of dead cold
leads
Secondary problem: The Marketing Automation
platform had a strict NO-SPAM policy and supported
only permission-based marketing
Solution: Staging strategy to use an ESP (more
tolerant to abuse) to vet the list before migrating
leads to the MA platform

40. Relevant emails sent through
marketing automation
generate 18x more revenue
than email blasts
Jupiter Research

41. Landing Pages
with Progressive Profiling

42. Companies with 30+
landing pages generate
7x more leads than those
with fewer than 10
HubSpot

43. Launch of First Drip
Nurturing Campaign

44. Nurtured leads make 47%
larger purchases than
non-nurtured leads
Annuitas Group

46. 63% of
companies
outgrowing their
competitors, use
marketing
automation
Lenskold and Pedowitz

47. Watch All Of Our Webinars
In This Series
 Smarter SEO (organic and paid)
 Must-open E-mails
 Compelling Content
 High-impact, Responsive Website Design
 Accountable Strategies for Higher ROI
 And much more…
AIS Media, Inc.
3340 Peachtree Rd, Suite 750
Atlanta, GA 30326
(404) 751-1043
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