grow with marketing automation

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Kalbe BlackmoresGrow with Marketing Automation

Dhiaksa Adiwyakto

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What is Marketing Automation?

3What is Marketing Automation?

Marketing automation is a software platform to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.

4Lead Nurturing

98% visitorsWont be ready to buy right away

Lead nurturing helps marketers communicate consistently with buyers cross-channel and throughout the sales cycle.

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Qualified hot leads to sales

Lead SourcesSEM

SocialWebsiteEvents

etc.

How Marketing Automation Works

MarketingCampaign

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Why is it suitable for Blackmores

7Blackmores + Marketing Automation

• Premium brand – from Australia

• Upper mid- to high price range

• Relatively new to the market – need to educate market

• High potential for repeat customers

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The Lead Nurturing Funnel

9Different Content at Different StagesTop of funnel: Set the stage

Illustrate the problem and the value of solving it

10Different Content at Different StagesMiddle of funnel: Offer the value

Value based content with some product information

11Different Content at Different StagesBottom of funnel: Provide Solution

Most product focused

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How to Capture Leads

13Use Content to Capture LeadsDetermine Micro & Macro content

Micro Macro

Blogs

Infographics

Videos (short)

Customer Stories

E-Books

Whitepaper

Videos (long)

Webinars

14Optimize Forms: Less is MoreWhat the Boss Wants What’s Really Important

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Getting the Most from the Marketing Automation Machine

16Use Scoring and GradingWhat Makes a Good Lead?

Scoring(What a Person Does)

Grading(Who a Person Is)

Page Visits Store Product BenefitEvents Attended RegisteredLive Chat Conversation OpenedEmail Clicked Opened

Higher Lower

Job Manager First JobberAge Core OtherLocation Core OtherDevice iOS Blackberry

Higher Lower

17Not Yet Qualified?Nurture the most promising leads

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Blackmores Scenario

Click

Ignored

Click

Ignored

Click

Ignored

Assign to Sales

Offer 1b

Offer 2b

1

2

3

19Turn Your Customers to Loyal Customers

Upsell Cross Sell Cycle Sell

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Results & Recap

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In Prospect engageme

nt

Benefits Across Marketing & Sales

+38%Engageme

nt

In Marketing

ROI

+34%ROI

In salesrevenu

e

+34%

Sales

22Recap

• Marketing Automation helps you Nurture, Warm & Ready your leads for a Sale.

• Turn a one-off purchase into a life-long customer.

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Potential buyers don’t become customers

overnight

They require marketing over time as they self-

educate and build trust with Blackmores.

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ddThank You!

Dhiaksa Adiwyaktodhiaksa@gmail.com