Marketing AutomationWhy lead gen isn't lead gen anymore

Gonzo Schexnayder

A Slide About Me

Another Slide About Me

Last Slide About Me

Marketing Automation

“Software platforms designed for marketing departments and organizations to automate repetitive tasks”- Wikipedia

Filters and Triggers and Data

● Track behavior● Set interactions● Trigger emails

● Watch Dorothy with crystal ball● Wait for foursome to enter forest● Send monkeys to capture Dorothy and Toto

Oh my.

Build a Journey

It's a Tool

Demand Generation

“The focus of targeted marketing programs to drive awareness and interest in a company's products and/or services.”- Wikipedia

Demand Generation

1. Help them find what they need, when they need it, which makes them happy and, subsequently, loyal to your brand.

2. Learn where they are in the buying cycle and when they're ready to buy so your sales team only calls to close a sale.

Using Marketing Automation, you can serve your customers relevant content to:

Demand Gen = Quality Game

4 out of 5 sales people agree: better to make 10 calls and sell 9, then 1000 calls and sell 10.

Lead A Lead B

Why Should You Care?

THIS ISTHE FUTURE OF ADVERTISING, UX, AND CONTENT

The Customer is Happier.The Customer Acquisition Cost (CAC) is Lower.The Profits are Higher.

It's All About Relevance

2 x√ =

Relevance is Personal

Relevance is Timely

The Hair Net of Relevance

ReticularActivatingSystem

Lead Gen = Quantity Game

Different (Content) Strokes

Digital Body Language

The Known Knowns

Implicit / What can we infer?● Past Purchase Behavior, Job Title,

Purchase Influence, Industry, Company Income, etc.

Explicit / What do we know?● Visited Web Page, Opened Email,

Clicked Link, Downloaded White Paper, Attended Event, etc.

Breadcrumbs and Scoring

Score implicit and explicit dataExample: 10 = Lead, 20 = MQL, 40 = SQL

Nurture Them

Feed your customers valuable information.

● Benefit-driven ads● Webinars● White papers● Product comparisons● Independent research● Video tutorials● Peer reviews● Product demos

Ethnography, AP-Style: News

Ethnography, AP-Style: Ads

Banner Blindness?

HIT Consulting Firm● Segmented targeting● 45% Avg Open Rate● 17% Avg CTR*

Clinical Performance Improvement Firm● In 3 months, directly attribute sales revenue

10x marketing investment*vs. industry avg of 23.3% AOR and 5.9% ACTR, (Epsilon)

Nurturing Healthcare Execs

Nurturing Our Readers

- Stephen P. Anderson

Thank You

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