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Turn Curiosity into Customers with Marketing Automation
The document presents a seminar on marketing automation hosted by Idealist Consulting, highlighting its benefits in bridging the gap between marketing and sales. It emphasizes the significance of aligning these teams to improve lead generation, sales productivity, and overall revenue. Various tiers of marketing strategies are outlined, showcasing the evolution from basic email campaigns to sophisticated automated systems.
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Turn Curiosity into Customers with Marketing Automation
- 1. PORTLAND BUSINESS SALON: TurningCuriosity into Customers with Marketing Automation Hosted by:
- 2. About Idealist Consulting Fromsocially-responsible roots to INC5000 award winners Who We Are ● Founded by Peace Corps volunteer ● Located on N. Mississippi Ave ● INC5000 award winner ● One of PDX’s fastest-growing businesses ● Over 800 Projects
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- 4. About You LEARN ENJOYENGAGE
- 5. Your Presenters Nicole Conley ClientServices Pardot/Salesforce Rob Jordan CEO & Founder Idealist Consulting Bethany Williams Marketing Strategist Idealist Consulting
- 6. Marketing Automation If you could, whatwould you automate? Nicole Conley - Client Advocate Team Lead
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- 8. Why Marketing Automation? 1)To make marketing an intuitive solution 2) To bridge the gap between Marketing and Sales teams 3) To enable sales execution DRIVE MORE REVENUE
- 9. Buyers Are MoreConnected to Information Than Ever Before
- 10. Buyers Are Now60% Through Sales Cycle Before They Engage With a Sales Person
- 11. The Goal ofMarketers is to Fuel Sales, But Most Organizations Aren’t Aligned Email References Social Website Community Marketing Sales are unsatisfied with sales and marketing data alignment 63% say sales and marketing operations alignment is poor 58%
- 12. The Impact: Salesis Less Productive & It’s Harder to Close Deals of buyers want to wait to connect with a company until they’re ready to buy 90% of cold calls result in an appointment with a customer 2% average sales cycle increased 22% due to more people involved in buying process 22% on average, sales people invest 6.25 hours to set one appointment 6.25
- 13. How Can MarketersGuide Sales to Connect With Buyers?
- 14. Connect, Market, andSell Together with Marketing Automation Easy & Powerful Lead Generation Personalized campaigns that scale in minutes Unstoppable Sales & Marketing Align & empower teams like never before Holistic Sales & Marketing Ecosystem Extend the Sales Cloud to marketing
- 15. Create a Sales& Marketing Super Team Gain new insights into prospects’ interests and pain points. Empower sales reps with marketing assets. Quickly identify the hottest leads in real time.
- 16. Improved marketing production 45% Improvedlead generation 42% Improved lead nurturing 41% Increased sales revenue 44% eMarketer Marketing Automation Report 2015 Customers who use Marketing Automation sell more
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- 18. -Where you are- -Whereyou could be- -How to get there- Bethany Williams Marketing Strategist Marketing Automation
- 19. What is marketingautomation? The antithesis of a traditional, outbound, sales-centric approach
- 20. This is theface of outreach in the digital age Don’t be unfriended When you’re keyed in to your customers’ needs, your engagement won’t feel like a cold call at the dinner table, but a welcome resource delivered through their preferred medium.
- 21. Typical starting point Website CRM Webto lead formsBlog Mass Email Social Media Internal Email
- 22. Where you couldbe Website CRM Marketing Automation Registration Page Landing pages Blog Mass Email Twitter Facebook Gmail
- 23. What’s next Tier One Tier Three Email Campaigns DripCampaigns Advanced Workflows Advanced Analytics Integrated Publishing Social publishing/listening Web integration/forms Email Campaigns Drip Campaigns More sophisticated analytics Lead scoring Tier Two Email Campaigns Basic Analytics
- 24. So where areyou? Tier 3: (5K plus records) Proactive digital strategy including SEM, SEO, content marketing through whitepapers and blogs, established communication plan and lead segmentation. Full customer journey is recognized. Tier 2: (1-5k records) Digital strategy including mass email, scheduled campaigns, sporadic blogging, social media. Need for customer journey is recognized but not sure how to get there. Tier 1: (1K or less records) Reactive digital strategy with mostly manual processes including one-off emails and occasional social media. Customer journey is not recognized.
- 25. Get the tools Tier One Tier Three EmailApp: Pardot Internal Email Client: Cirrus CRM: Yes Forms: Pardot Blog Monitoring: Pardot Landing Pages: Pardot Social: Pardot Surveys: Getfeedback Strategy: Yes Email App: Predictive Response Internal Email Client: Cirrus CRM: Yes Forms: Web to Lead Blog Monitoring: N/A Landing Pages: N/A Social: Hootsuite Surveys: Getfeedback Strategy: Yes Tier Two Email App: Cirrus Internal Email Client: Cirrus CRM: Yes Forms: N/A Blog Monitoring: N/A Landing Pages: N/A Social: Hootsuite Surveys: Getfeedback Strategy: No
- 26. 1. Tier 1(Alex - Cirrus) 1. Tier 2 (Bethany - Idealist Consulting) 1. Tier 3 (Nicole - Pardot) Breakout Groups
- 27. Thank you! Nicole Conley ClientServices Pardot/Salesforce Rob Jordan CEO & Founder Idealist Consulting Bethany Williams Marketing Strategist Idealist Consulting