Digital marketing plan basics

WHAT IS IT?

Marketing Automation

HOW DO I USE IT? WHY DO I NEED IT?

Marketing automation

refers to software platforms and technologies designed

for marketing departments and organizations to more

effectively market on multiple channels online (such as

email, social media, websites, etc.) and automate

repetitive tasks

[ Thanks Wikipedia!]

All Market (TAM)

Demographics

Business

Psychographics

Demand


Marketing Automation Program

Target Buyer

Brand Audit & Training

Brand Development

Tools & Processes

Downstream Processes Definition

Upstream Process

Definition

Feedback Loop

Marketing action plan Feedback Loop

Starting the process

Build up a brand

Design processes

Define best practices

Coordinate with BDMs & Engineers

Deploy a media presence

Research

Define Background

Coordinate & Source Resources

Define Deliverables & Times Lines

Brand Image, Color and Font

Brand Practices

KPIs

Brand Audit & Training Baby Steps

Tools & Processes

• Tools can be monotonous but necessary to: – Coordinate Resources

– Value Markets and Opportunities

– Select Proper Campaigns and Investments

– Tether Marketing to Finance and Company Strategy

– Gain actionable VOCs (Voice of the Customer)

– Establish KPIs and asses ROI

Coordinating and Refining Existing Resources

So what tools… and where do I use them?

Downstream Marketing (In-bound) Data Collection & Strategy

Organizational

• Use minimally but religiously

• Ideal for event selection & user experience

• SWOT, VOCs, Brand Equity, Scenario

Analytical

• Must be tethered to organizational activities

• Ideal for KPI creation & NPD opportunities

• TAM PAM SAM

• NPD Vitality

Upstream Marketing (Out-bound) Data Utilization & Tactical Deployment

Digital

• Webpage, SEO and Content

• Video Content and Webinars

• Blogging, News and Case Studies

• Data Collection

Material

• Collateral Circulation and Appearance

• Trade Shows

• Sales Enablement (Intranet)

• Data Utilization



tradeshow website social media

ads

Anonymous tracking

Conversion (business card, form, trade show, etc)

Scrub Data (remove duplicates, merge leads, etc)

Inbound/Outbound Marketing

Collect Information

Behavioral Track Lead’s Behavior Demographic

86+ Rank Lead 66-85 26-65 0-25 Not a Lead

Reach Out When Lead is Ready

BDM Inside Sales Sales

Contact in 5 min

Inside Sales

Contact in 24 hr

Nurture Nurture Employee Competitor

Oh yeah!

Let’s go for a hike

Karaoke?

Can I make you dinner?

Let’s go on a trip!

Will you marry me?

Uhmm… I’m not ready

Hey, It’s nice to meet you. My name is (Your Name). Want to have

dinner?

Let’s have

another baby

Honeymoon!

Let’s have a baby

Let’s go for a hike

#2

Marketing Automation is a bit like dating. Sales and Marketing Workflow

• Lower the Barrier to Entry

Minimize what you put behind a

form

• Ask more at each interaction

Utilize progressive profiling to

collect more information as the lead becomes more engaged

Listen

Customer Pull

• Provide education and information on a demand basis

• Give things for free (white papers, tools and tips)

• Build on information delivered based on lead’s actions

Funnel Phases and Lead Revenue Stages

Anonymous MCL MEL MQL SAL SQL Customer

SFDC Contacts Only SFDC Leads AND Contacts SFDC Leads Only

Digital Marketing Platform of your choice!

Funnel Phases and Lead Revenue Stages


Bringing together Strategy and Tactics

M S Automated in Marketo SFDC triggers action in Marketo

Marketing Responsibility Sales Responsibility

Inside Sales Responsibility

Not a Lead

Recycle

Lost

S

M

S

M

S

A

A M

M

M

M A

A

M M S

S


Not a Lead

Recycle

Lost

Consideration

- Industry Positioning

- Guide Evaluation

- Solution Focused ROI

Evaluation

- Product Focused ROI

- Case Study

- PR

Remarketing

- Advantage over competitor chosen

- Why switch

- New Products

Awareness

- Thought Leader

- Build Brand

- Low Pressure

Remarketing

- New Products

- Complimentary Products

No Nurturing No Nurturing

Nurture Stages

M

APAC, 315, 22%

China, 89, 6%

EMEA, 269, 19%

India, 62, 5%

USA, 675, 48%

No Lead Left Behind

• Power of Content & Marketing Automation

Coordinate content themes

in case studies at webinars, events to generate web interest for product or technology. Become a THOUGHT LEADER.

Automated Nurturing, Scoring, & Qualification of Leads

Lan

din

g Pa

ges

/ C

TAs

Sale

s R

ead

y

Awareness Consideration Evaluation

Op

po

rtu

nit

y

Won

Lost

Analytics

Improve & Create Content

• White papers • Webcasts • Newsletters • Best Practices • Solution Briefs • Datasheets

• Webinars • Case Studies • FAQ’s • Tech Briefs • Brochures

• Free Trial • Demo • TCO Calc.

Retention & Recycling

Sales / Marketing Inside Sales/Sales

Email

Paid Search

Trade Shows

PR

Social Media

Blog

Website

Organic Search

Outbound

Inbound

Marketing

Feedback Loop Summary Integrated Marketing

BRAND

GO2MRKT Enable / Empower / Iterate

Enable Sales Empower Customer Listen, Measure, Iterate

Map MRKT Value / Measure / Coordinate

Map Channels Value Markets Roadmaps and Validation Department Coordination

Bringing it Together

Digital marketing plan basics

Data & Analytics