grow with marketing automation
TRANSCRIPT
1
Kalbe BlackmoresGrow with Marketing Automation
Dhiaksa Adiwyakto
2
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.
5
Qualified hot leads to sales
Lead SourcesSEM
SocialWebsiteEvents
etc.
How Marketing Automation Works
MarketingCampaign
6
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
8
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
12
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
15
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
18
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
21
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.
23
Potential buyers don’t become customers
overnight
They require marketing over time as they self-
educate and build trust with Blackmores.
