Marketing Automation 101 Frank Coyle | President Rachel Peden | Client Manager February 27, 2013
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Marketing Automation 101
Frank Coyle | President
Rachel Peden | Client Manager
February 27, 2013
Webinar Information
• Being recorded, and will be uploaded to Website
• This is an interactive webinar, so it is okay to ask questions during the presentation
Presentation Agenda About Point It
• Launched in April 2002
• Seattle’s largest independent search marketing firm
• PPC, SEO, Design, Marketing Automation
• $40 MM in managed media/yr
• Servicing clients across all verticals and revenue models
Agenda
• Marketing Automation Overview
• Marketing Automation Capabilities
• The Sales Funnel
• Lead Generation
• Marketing Automation Benefits
• Q&A
Marketing Automation Overview
Marketing Automation
Overview
• Marketing software that 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
Presentation Agenda Software Vendors
Marketing Automation Software Capabilities
Capabilities
Capabilities
• 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
Capabilities
• Social Media
– Integrate all aspects of your digital presence
• CRM
– Transfer marketing insight to sales team
• Reporting
Capabilities
Image from CRW Graphics
Capabilities
• Gain prospect behavior 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
Marketing Automation
• Well built marketing 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
Marketing Automation
• Example: Purchasing a Home
Impact on the Sales Funnel
Marketing Automation
Sales Funnel
Sales
Contact
Lead Generation
(Inbound Marketing)
Marketing
Automation
Software
Sales Funnel
Lead Generation
(Inbound Marketing)
Nurture
Sales
Ready
Marketing
Automation
Customers
Sales Funnel
Forrester Consulting, "Driving SMB Revenue In A Tough Economy," November 2012.
Marketing Automation
• Example: Purchasing a Home
Lead Generation
Lead Generation
• 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
• Ex. B2C Company: Males, 35+, Global
Lead Generation
• 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
Drip & Nurture Campaigns: B2B
• Inbound Marketing
– PPC & SEO
– Email Marketing
– pURL Campaigns
– Direct Mail
• Nurture
– White Papers
– Case Studies
– Demos & Videos
– Customer Testimonials
– Relevant Industry Data
Drip & Nurture Campaigns: B2C
• Inbound Marketing
– PPC & SEO
– Display Advertising
– Demographic Targeting
– Email Marketing
• Nurture
– pURLs
– Contest
– Social Media
– Survey
– Coupon
Lead Generation
• Lead Scoring + Drip & Nurture Campaigns
– Once the lead score reaches your target, the prospect is sent to your sales team
Lead Nurture
Benefits of Marketing Automation
Marketing Automation- B2C
• Consumers who are targeted with personalized messaging bases on behavior are 400% more likely to become a customer.
• Companies who use Marketing Automation to nurture, report that customers spend 47% more on purchases.
• Companies using Marketing and Sales Automation report a 56% increase in leads/sales on their web properties.
*Data from InteractiveMarketing.net
Marketing Automation- B2B
• Companies that excel 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.
Thank You!
Questions?
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