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Build A Better Marketing Machine How Marketing Automation Can Drive Leads, Sales and Growth
Prophet Business Group is based in Winnipeg, Canada and is a certified Microsoft Dynamics CRM and ClickDimensions partner. Prophet Business GroupW: www.prophet.caT: @ProphetBG Who Are We? Cody Pierson is the Marketing Manager at Prophet Business Group and a one-man marketing department for SMBs.
TODAY’S AGENDA What Is Marketing Automation? How Do You Get Started? What Does It Actually Do? Is Marketing Automation Worth It?
Give You The Tools To Decide Whether Marketing Automation Warrants Further Consideration MY GOAL
What Is Marketing Automation? PART ONE
Marketing automation refers to software designed to automate repetitive marketing tasks and improve your ability to manage multi-channel digital marketing.
Marketing automation has three specific goals.
Goal #1 Attract Prospective Customers Goal #2 Goal #3 Encourage Them To Identify Themselves Nurture Them Into Qualified Opportunities - By promoting good content on the right channels. - With well-designed landing pages and easy to understand forms. - By consistently providing relevant, useful information.
Common Uses For Marketing Automation Mailing List Management Lead Capture & Scoring
Common Uses For Marketing Automation Email & Nurture Campaigns Reporting & Statistics
How Do You Get Started? PART TWO
3 Things You Need Succeed At Marketing Automation Conversion Optimized Website Clear Calls To Action Short, Simple Forms Relevant Headlines
3 Things You Need Succeed At Marketing Automation CRM With A Healthy Database Building Mailing Lists Tracking Interactions Aligning Sales &Marketing
3 Things You Need Succeed At Marketing Automation Time To Experiment Create & Test Content Refine Landing Pages Try New Channels
There are three major challenges to successful marketing automation.
Challenge #1 Lack of Strategy Challenge #2 Challenge #3 Lack of Content Lack of Understanding - You need a target audience and a strong value proposition. - You need more than a neglected blog and a handful of case studies. - You need to know what your customers want to read about.
What Does It Actually Do? PART THREE
Use Case #1 Email Marketing & CASL Compliance
Registration & Subscription Forms
96.6% of organizations have commenced a CASL compliance initiative.
Mailing Lists Opt-Ins Added To Lists Built Within CRM Users Can Unsubscribe Can Be Built As Needed
Stats & Reporting
Use Case #2 Lead Nurturing & Scoring
Nurture Programs Behavior-Based Marketing Automates Action Multiple Nurture Tracks Can Be Built As Needed Great For Events & New Subscribers
Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.
Lead Scoring Assigns Points To Leads Surfaces Hot Leads OrTriggers Nurture Programs Lead Must Have AlreadyIdentified Themselves
Use Case #3 Landing Pages & Web Forms
Landing Pages Built Within ClickDimensions No Web Design Required Directly Feeds CRM Easy To Refine And Modify
Web Forms Works With Any Landing Page Captures Information In CRM Used For Lead Capture, Event Registrations & More
Use Case #4 Tying It All Together
Marketing Automation In Action 1. LinkedIn Ad 4. Triggers Nurture 3. Form Submitted 2. Landing Page 5. Joins Mailing List 6. Accumulates Lead Score 7. Hot Lead
Is Marketing Automation Worth It? PART FOUR
THE NUMBERS The Impact of Marketing Automation 25% of B2B Fortune 500 companies already use marketing automation, as do 76% of the world’s largest SaaS companies. 63% of companies that are outgrowing their competitors use marketing automation software. B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%.
But, Is It Right For My Company?
Reason #1 Spend More Time On Hot Leads Reason #2 Reason #3 Get Clear ROI From Marketing - Shorter sales cycles and better close rates. - Set goals and hold marketing accountable. - You can’t target your weaknesses until you know where they are. Better Business Intelligence