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Find the Right Marketing Automation Solution for Your Company

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Find the Right Marketing Automation Solution for Your Company Michael Berger Director, Product Marketing


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What you can learn at the surface level What you need to dig for


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Sophisticated lead nurturing made simple Analytics that truly measure the revenue impact of campaigns Deep and seamless CRM integration Powerful automation workflows built in seconds Ability to replicate successful campaigns in minutes Agenda Items


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Sophisticated lead nurturing made simple


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10+ Years Ago


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5 Years Ago


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Today


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Drip Nurture Doesn’t Work Like It Used To


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Marketers Don’t Control the Journey… …Customers Do


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Name: Glenda Age: 77 Gender: Female Income: $30K - $50K Location: Eastern US Target artists: Roy Orbison Neil Diamond Willie Nelson Tony Bennet


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Effective Nurturing Adapts Based on Behaviors


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IS Web behaviors Purchase behaviors Social behaviors Content consumption Specific email interactions Offline behaviors Behavior-based Nurture IS NOT Sending an email again if not opened or clicked first time Sending a different email if the last one was opened or clicked


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Takeaway: Look for a Marketing Automation solution that makes it easy to do behavior based nurture


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Analytics that truly measure the revenue impact of campaigns


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Reporting Maturity Curve


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Conversion Based


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Opportunities Won


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Single Touch 3 months $100K


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Single Touch 3 months $100K $100K


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Single Touch Attribution


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Single Touch Attribution


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Multi Touch 3 months $100K


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Multi Touch 3 months $25K $0 $25K $25K $100K $25K


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Multi Touch Attribution


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Multi Touch $14K $0 $14K $14K $14K $14K $14K $14K Moe Larry $100K


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Multi Touch $14K $14K $100K $14K $28K $28K Moe Larry


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Multi Touch Attribution Moe and Larry both engaged with these campaigns


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Multi Touch Attribution


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Multi Touch Attribution


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Multi Touch Attribution


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Multi Touch Attribution


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Multi Touch Attribution More efficient at pushing leads through funnel More efficient at acquiring the right leads


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Multi Touch ROI MT Ratio <5 bad 5 to 10 avg. >10 good


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Multiple influencers in a typical B2B sale Multiple touch points Some offline What is a success? Challenge of Multi-Touch


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Takeaway: Make sure that your Marketing Automation solution will provide you with metrics that are meaningful


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Deep and seamless CRM integration


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Out of the box 2-way data exchange Automatically adapt to changes in CRM Instantly trigger marketing activities from CRM Instantly send sales alerts and follow-up tasks Provide sales intelligence in a highly digestible, and highly actionable manner CRM Integration Capabilities


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CRM Integration Points Lead Contact Leads Account Opty Activity Campaign Custom Account Opty Activity Program Custom


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CRM Integration Points Opty Opty Closed-loop Reporting (associating pipeline and revenue back to campaigns) Workflow triggers, such as shifting nurturing content


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CRM Integration Points Activity Activity When a sales rep logs a call, a workflow triggers to take the lead out of an automated outreach campaign


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Information that helps sales reps sell more effectively, in order to: Close more deals Shorten sales cycles Increase deal size Sales Intelligence Defined


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Really no different from how marketers think about marketing more effectively: Right message – relevant message Right person – person who is a potential buyer Right time – person who is ready to engage with sales How To Sell More Effectively?


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Right Person


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Right Person


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Right Person


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Right Person


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Right Message


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Right Time


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Right Message Let me tell you about the benefits of lead nurturing and scoring


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Right Message


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Right Person, Message and Time Let me tell you how Marketo’s analytics are different and why it matters


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Which Leads Should I Focus On First?


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What Are They’re Interested In?


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Show Reps Only What’s Important


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Takeaway: Talk to other companies, research compelling use cases, and choose wisely. There are very significant differences when it comes to CRM integrations.


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Powerful automation workflows built in seconds


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A Leads B Leads


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Add leads to campaign Email 1 Email 2 Email 3


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stats


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stats


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stats


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No Lead Left Behind: SLA’s Day 0 Notification Day 1 If untouched, reminder Day 2 If untouched, reminder cc boss Day 3 If untouched, alert executives Day 7 If stale, reminder Day 8 If stale, reminder cc boss Day 9 If stale, alert executives


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Takeaway: Think long-term. This is the area where a marketer is most likely to hit a wall if they don’t select the right solution up front – and do so more quickly than they think.


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Ability to replicate successful campaigns in minutes


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Speed and Productivity


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Replicate Webinar Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Copy Edit Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List 22 Laborious Steps – 2+ Hours


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Replicate Webinar Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Clone Program-level fields Webinar name Webinar title Speaker name Speaker title Webinar Description Date Time Push 8 Quick Steps – 3 Minutes


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What happens to all your assets when you update a template (such as when changing the copyright date)? How are things in the system organized? Is everything easy to find? How easily can you build assets like landing pages and emails? Can you get things done quickly without IT help Is there an active and helpful user community Other Productivity Considerations


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Takeaway: Make sure you select a Marketing Automation tool that lets you do the things that you do every day really quickly.


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Q&A Also happy to connect on LinkedIn. Twitter: @mikedberger


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