Mapping  Marke+ng  Processes  for  Automa+on    Save  Time  and  Increase  Efficiency  

A  Li>le  About  Me  

•  Sold  knives  to  SaaS  and  everything  in-­‐between  •  Ran  marke7ng  for  small  startup  •  Big  Batman  Fan    

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Marke+ng  Automa+on  is  Great  Technology  The  Challenges  

Challenges  of  Marke+ng  Automa+on  

•  Typically  not  a  technology  issue  •  Need  a  marke7ng  process  •  No  plan  for  targeted  buyer  personas  •  Focus  on  quan7ty  and  not  quality  (sales  and  marke7ng  alignment)  

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FAIL  

There  is  Hope!!  

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Iden+fying  the  Marke+ng  Process  

•  Situa7on  Analysis  •  5  C  analysis  •  SWOT  analysis  

•  Marke7ng  Strategy  •  Targe7ng  •  Segmenta7on  •  Content  Planning  •  Value  Proposi7on  

•  Marke7ng  and  Sales  Alignment  

6  

Situa+on  Analysis  

•  5  C’s  •  Company  •  Customers  •  Compe7tors  •  Collaborators  •  Climate  

•  SWOT  Analysis  •  Strengths  •  Weaknesses  •  Opportuni7es  •  Threats  

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Targe+ng  and  Segmenta+on  

•  Targe7ng  •  Single  segment  •  Selec7ve  specializa7on  •  Product  specializa7on  •  Market  specializa7on  •  Full  market  coverage  

•  Segmenta7on  •  Loca7on  •  Company  type  

•  Size  •  Industry  •  Decision-­‐making  units  •  Purchase  criteria  

•  Behavioral  characteris7cs  

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Content  Strategy  

•  Editorial  strategy  •  Web  wri7ng  

•  Content  management  strategy  •  Content  channel  distribu7on  strategy  

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Value  Proposi+on  

•  Crea7ng  segmented  value  props  •  Discover,  don’t  dictate  •  Isolate  discoveries  

10  

Sales  and  Marke+ng  Alignment  

•  Tie  marke7ng  and  sales  goals  together  •  Clear  defini7on  of  a  lead  •  Clear  defini7on  of  rou7ng  •  Process  that  allows  sales  teams  to  push  leads  back  to  marke7ng  

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With  a  Process  in  Place  

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Sales  and  Marke+ng  Alignment  

•  “Set  and  Forget”  marke7ng  campaigns  •  Lead  segmenta7on  •  Iden7fy  marke7ng  qualified  leads  •  Lead  rou7ng  •  Closed  loop  ROI  repor7ng  

13  

Campaign  Process  

Iden7fy  Campaign  Offering  

Validate  Offering  Demand  via  Research  

Build  Campaigns,  Goals,  Timing  and  

Budget  

Iden7fy  Sales  Team  Support  Create  Collateral  Develop  Segments  

Prep  SEO,  PR,  Ads   Launch  Campaign  Track  Success  and  Adjust  As  Needed  

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Set  and  Forget  Campaigns  

•  Forms/Landing  Pages  •  Page  Views/Interests  •  Segment  leads  •  Iden7fy  hot  leads  •  Route  them  to  sales  

Run  Campaign  

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The  Basics  of  Drip  Campaigns  

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Lead  Segmenta+on  

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Iden+fying  Marke+ng  Qualified  Leads  

•  Track  online  behavior  to  iden7fy  interest  •  Create  buyer  profiles  with  a  grading  scale  

Visits Page Views Google AdWords Google Keyword Searches Yahoo Keywords Site Searches Drip Nurturing Email Clicks Email Opens Email Link Clicks Webinar Responses Twitter LinkedIn Facebook

Website Chats

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Lead  Rou+ng  

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Closed  Loop  ROI  Repor+ng  

•  Two  op7ons  •  Use  CRM  •  Use  Marke7ng  Automa7on  Tool  

Campaigns   $$$$$$  

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Ques+ons  

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Adam  Dewey  Sales  Manager  

Adam.Dewey@pardot.com  

@adamdeweypardot  

hep://about.me/adamdewey  

Pardot  An  ExactTarget®  Company  950  East  Paces  Ferry  Rd  Suite  3300  Atlanta,  Georgia  30326  

   

404.492.6845  x144  877.3B2B.ROI  www.pardot.com  

Contact  Informa+on