Post on 19-Aug-2015
transcript
Online marketing makes it possible to use automated programs to do a better job of cultivating your leads. Automated programs are easy to set up, and allow you to replicate your best marketing campaigns, using fewer resources and less effort.
The Evolution of Lead NurturingThe Evolution of Lead Nurturing
From Email Marketing to Marketing Automation
Spray and Pray Ongoing Cadence
Lead Lists Prioritized Leads
Data Points Analytics
Prospect Clicks Prospect Behavior
Connection Integration
Customization Personalization
Sales Hand-Off
Email messages sent to large groups of potentially
uninterested and unqualified people.
Enables regular communication with prospects, and trigger new
messages depending on the actions prospects take.
Lists of contact information provided without profiling or
prioritization.
Bases lead value on pre-determined scores of
particular behaviors across online channels.
Information about individuals is static and makes prospect profiles
difficult to establish.
Track and measure all key attributes, view results in
real-time, and receive more in-depth analysis.
Metrics limited to opens and click-through
behavior.
Aggregates data returned from disparate marketing tools and
consolidate into a single, usable prospect profile.
Additional applications have to be purchased.
Integrates campaigns with every aspect of marketing: CRM, social
tools, asset management, webinars & data providers.
Limited customization of form fields and/or imported data for
use during segmentation.
Goes beyond the greeting field to provide dynamic content based on
specific online behaviors and/or demographic information.
Leads passed off even if they are not
ready for a sales conversation.
Allows for development of a clear sales and marketing process that
only passes on leads that are qualified and ready to buy.
Sales Alignment
act-on.com
MARKETINGAUTOMATION
EMAILMARKETING VS.