how to kickstart your marketing automation during the holidays and into 2018
TRANSCRIPT
How to Kickstart Your Marketing Automation During the Holidays and into 2018
Free webinar with Jamie Turner
Agenda
• The webinar will take approx. 1 hour
• Live Q&A session at the end
• #GRAutomationHub
Please Ask Questions During the
Presentation
Let’s Get to Know One Another
The thing I love to do most is to help people like you
SELL MORE STUFF
What You’ll Learn Today• Digital tools you should use to
supercharge your marketing program now and in 2018.
• Insider techniques I use to make sure I grow revenues every year.
• How to optimize your marketing automation campaigns so that they generate the results you’re looking for.
• The most common mistakes people make when developing their plans for the upcoming year.
Digital Tools
Paid Search
Online Display
Influencer Marketing
Marketing Automation
Paid Social
Digital Marketing
Paid Search
Paid Search
Online Display
Available Options
Online Display Ads
Paid Search
Online Display
Influencer Marketing
Available Options
Influencer Marketing Tips and Techniques
Source: TheShelf.com
Source: TheShelf.com
Source: TheShelf.com
Source: TheShelf.com
Source: TheShelf.com
Paid Search
Online Display
Influencer Marketing
Marketing Automation
Available Options
Marketing Automation Overview
Marketing Automation Insights
SAY IT’S “VERY” OR “SOMEWHAT” SUCCESSFUL
SAY LEAD GENERATION IS THE #1 GOAL
OF BUSINESSES USE MARKETING AUTOMATION
89%61%51%
Facts and Figures
Marketing automation started out as a B2B lead generation tool but has since evolved into a tool used by both B2B and B2C companies.
B2B OR B2C8% of those using marketing automation reported an increase in revenues within 6 months. 40% saw increase after 2 years.
LONG TERM GOALS
Source: EmailMonday.com
53 53% see higher conversion rates from initial response to MQL.
63 63% are outgrowing their competitors.
67 67% say they see at least a 10% increase in sales opportunities.
Marketing Automation Insights
Source: EmailMonday.com
5 Kinds of Marketing Automation Campaigns
Introductory
Welcome
Engagement
Keep Brand Top-of-Mind
Re-Engagement
Engage Lapsed Prospects
Promotional
Bottom of the Sales Funnel
Retention
Onboarding, Upsell, Renewal
Marketing Automation Tips and Techniques
Segment Your Lists
Personalize Your Message
Notify Your Sales Team
Paid Search
Online Display
Influencer Marketing
Marketing Automation
Paid Social
Available Options
YouTube Targeting Options
1. Photo Ads 2. Video Ads 3. Carousel Ads 4. Stories Ads
LinkedIn Sponsored
Posts
LinkedIn Sponsored
InMail
LinkedIn Text Ads
Snapchat
1. Mobile News Feed 2. Desktop News Feed 3. Instagram Feed 4. Audience Network Native 5. Others
Video Ad (Facebook) —> Landing Page —> Conversion
Optimizing Your Marketing Automation Campaign by Understanding
Customer Lifetime Value.
Calculating Customer Lifetime Value• The starting point for calculating the ROI
of a marketing campaign is to understand your Customer Lifetime Value (CLV).
• In its simplest form, CLV is the amount of revenue you generate on a per customer basis over the course of the average customer’s engagement with your business.
• (There are more complex versions of CLV worth discussing, but for our purposes here, let’s stick with the simplified version mentioned above.)
Example of CLV• As an example, lets say you’re a B2B company that
generates about $15,000 per year from your typical client.
• If the average client stays with your firm for 2 years, then your CLV is $30,000.
• Again, that’s a vastly simplified version of CLV, but it’s a good starting point.
• Which leads to the next topic — calculating your Cost per Sale.
Cost per Sale (CPS)• If you’re CLV is $30,000, then the next logical step is to
understand your Cost per Sale (CPS).
• A typical CPS is about 10% of your CLV.
• Of course, ideally, you would have a lower CPS of say 5%, but that typically happens after you’ve optimized your campaign over the course of time.
• So, in the example mentioned above, the CPS would be about $3,000.
• This is what you’re shooting for, and leads us to the next question — how to calculate the ROI of your campaign.
Calculating the ROI• If your Cost per Sale (CPS) is $3,000, that means
you have to attract prospects, then convert them into leads, and then convert the leads into customers — all for $3,000.
• It’s not as simple as it looks.
• Let’s say you’re running a B2B marketing campaign that uses content marketing, online display, mobile display, trade shows, and email marketing in the mix.
• Let’s also say that in any given month, you might have 20,000 prospects land on your website as a result of you campaign.
Calculating the ROI• Of those 20,000 prospects, only 100 of those might become actual leads for
your sales force.
• Of those 100 leads, only 1 of them might become a paying client.
• If it cost you $3,000 to drive 20,000 prospects to your website, and 100 of of those turned into leads, which netted 1 new client, then you have a viable campaign.
• Of course, you might do better or worse than the example outlined above.
Insider Techniques to Make 2018 Your Best Year Ever
Start Your Day with
Your Affirmations
Choose Your Three Words
Start a MasterMind Group
Three Most Common Mistakes People Make When Making Plans for
the Next Year.
Planning for a sprint when it’s actually a marathon.
Getting distracted by sideways energy.
Don’t confuse concepts for execution.
The One Thing I Want You to Remember
If you don’t take action, nothing happens.
Become a certified marketing expert with GetResponse!certification.getresponse.com