marketing automation

of 29 /29
Marketing Automation Why lead gen isn't lead gen anymore Gonzo Schexnayder

Upload: gonzo-schexnayder

Post on 09-May-2015




0 download

Embed Size (px)


A presentation about marketing automation, demand generation and how relevance is the key to the future of advertising, user experience and content development.


Page 1: Marketing Automation

Marketing AutomationWhy lead gen isn't lead gen anymore

Gonzo Schexnayder

Page 2: Marketing Automation

A Slide About Me

Page 3: Marketing Automation

Another Slide About Me

Page 4: Marketing Automation

Last Slide About Me

Page 5: Marketing Automation

Marketing Automation

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

Page 6: Marketing Automation

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.

Page 7: Marketing Automation

Build a Journey

Page 8: Marketing Automation

It's a Tool

Page 9: Marketing Automation

Demand Generation

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

Page 10: Marketing Automation

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:

Page 11: Marketing Automation

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

Page 12: Marketing Automation

Why Should You Care?


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

Page 13: Marketing Automation

It's All About Relevance

2 x√ =

Page 14: Marketing Automation

Relevance is Personal

Page 15: Marketing Automation

Relevance is Timely

Page 16: Marketing Automation

The Hair Net of Relevance


Page 17: Marketing Automation

Lead Gen = Quantity Game

Page 18: Marketing Automation

Different (Content) Strokes

Page 19: Marketing Automation

Digital Body Language

Page 20: Marketing Automation

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.

Page 21: Marketing Automation

Breadcrumbs and Scoring

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

Page 22: Marketing Automation

Nurture Them

Feed your customers valuable information.

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

Page 23: Marketing Automation

Ethnography, AP-Style: News

Page 24: Marketing Automation

Ethnography, AP-Style: Ads

Page 25: Marketing Automation

Banner Blindness?

Page 26: Marketing Automation

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

Page 27: Marketing Automation

Nurturing Our Readers

Page 28: Marketing Automation

- Stephen P. Anderson

Page 29: Marketing Automation

Thank You[email protected]