Date post: | 20-Aug-2015 |
Category: |
Technology |
Upload: | silverpop |
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The Components of Marketing Automation
Web Integration& Lead Capture
Outbound/Email Execution
program (Nurture)Automation
Lead Scoring& Management
Sales Tools/CRM Integration
ROI Reporting& Analytics
CentralizedMarketingDatabase
Lead management framework
• Information capture (initial dialogue)• Scoring• Dialogue routing
– Email-based Nurturing– Sales
• Monitoring
Centralize Data
• Consolidate contacts from marketing efforts and CRM
• Initial data cleansing
Marketing Database
• Age of records?
• Duplicates?• Ownership?
Not just contact data…
• Contacts (contacts/leads/accounts)• Content (i.e. emails, templates,
graphics)• Behaviours (e.g. activities)
Contacts, Content, & Behaviour
Database
Website Tracking Anonymous Identified
Landing Pages Microsites
Dynamic Content Registration Forms
Web Integration
Progressive profiling - collection
1. Basic Lead Form 2. Returning Leads – Pre Populate
3. Returning Leads – Pre-Populate – Gather More
4. Returning leads – Personalize – Pre-Populate – Progressively Gather More
Direct Marketing Channels
Marketing Database
Mobile/SMS
Dynamic Landing Pages
Share-to-Social
DM with PURLs
TeleQualification
Email = Top B2B tactic
• 89% of B2B marketers use email.
• Email is the number-one outbound B2B marketing tactic used today.
Source: Forrester Marketing Forum 2010 presentation
Results • 800 recipients shared the email offer
• 80,000 additional impressions
• 8% list growth• 33% people who viewed a
shared item clicked through to the offer – 3x CTR of their standard
emails
Send Time Optimization
75% increase in revenue
2X conversion rate
30% increase in number of orders per program
50% increase in open rates
22% lift in conversion rates
44
The Lead Puzzle
Download a Whitepaper
5000Employees
VP Sales
$100MCompany
EvaluatingSolutions
Has2009
Budget
NeedsFit
Solution
Visited Website Last
Week
44
Demographic
BANT
Activity
Email Nurturing
• Level 1: Batch and Blast
• Level 2: Simple Drip programmes
• Level 3: Multi-Track, Multi-Step programmes
Email Nurturing
• Level 2: Simple Drip programmes
Registration
Day 0
eBookDelivered
Immediate
Link toDemo
Day 2
On-DemandWebinar
Day 7
SalesIntro
Day 14
Email Nurturing
• Level 3: Multi-Track, Multi-Step programmes
• Triggered Communications
• Match Content to Buyer Stage
• Utilize Buyer Personas and 1-to-1 targeting
• Scoring/Routing drives next touch point
Begin with One-size-fits all Use program as Template then adapt Plan to have prospects move back an
forth between programmes Once basic programmes are in place,
consider testing other channels Tele-qualification as part of nurture
program Digital print and Direct Mail with PURLs
Other Considerations
Before calling a prospect ...
“The sales rep must come to a meeting prepared to discuss the buyer's specific business — yet 31% of sales reps are not prepared with even a basic level of Web available information before taking a buyer's valuable time. Only 16% are extremely prepared.”
Source: Technology Marketing Blog (IDC), “Sales Enablement and the Year of the Sales Rep”
Leads/Contacts
Marketing Activities
Opportunities/€€s
programmes
Accounts
CRM Synchronization
Marketing Automation CRM
Define Marketing ROI Gain agreement from CEO/CFO
Create a closed-loop Process Draft a Marketing ROI Plan
Include sales in the process Monitor Implementation Incorporate findings into planning
Monitor the Nurturing Process
Marketing Qualified
Inquiries
Sales Qualified
Sales Accepted
Impressions
Marketing
Sales
New Business
Nurture Marketing = Revenue Acceleration
7. Measure the Process
Process Reports Program reports Email reports Custom reports
ROI Reports Revenue Pipeline
Waterfall Reports
Monitor the Nurturing Process
Summary
• Dialogue Marketing = Nurturing
• Lead nurturing accelerates sales opportunities
• Mapping content to buyer needs is key
• There is a proven, substantial return on investment
• You can start simple, then adapt
Thank you!
• E-mail: [email protected]• Twitter: @silverpop and @rlevans• Resources:
www.silverpop.com/suomi