PowerPoint Presentation

Marketing AutomationA Practical Approach- Chandresh J. ShahMarketingWhat is Marketing?Product MarketingMarketing ExecutionMarketing ExecutionStrategyPlanMarketing AutomationA ProcessNOT a SoftwareGoal - SalesMarketing Responsibilities ExecutionLead GenerationEngagementConversionCustomer EngagementSatisfaction Word-of-Mouth

Foundation - ContentLead Generation Conversion PointsOpt-InsEntry click-in SEO / SEM / PPCCall inEngagementLead Aggregators, Paid leadsSmall StepsVisitsBrowseSign-up for stuffAbandonmentConversionConversion LogicBest PracticesA/B and Multivariate testing colors, columns, white space, buttonsRed vs. Green buttons vary according to industry, company, siteNo Consideration for User ContentUser ContentEverything about your Potential ClientsWho are they?Where they came from?Where are they now?What do they know?Reason for browsingAre they home? Clinic? Using desktop? Tablet?Are they trying to solve a problem? Changing EMR? MU Incentive is the motive?How knowledgeable are they?Search Engine or campaigns or other mediaHow close are they to being ready to buy?Funnel DesignNot just for Sales Marketing AND Sales ProcessSeries of steps that lead visitors through website and other marketing and sales tactics towards ultimate conversion point.Can and should have several funnels depending on your business modelMicro conversionsBottom line conversionsFunnel

Funnel Standard

Funnel - Leaks

Funnel Top Heavy

Funnel - LeanPlinko

Funnel - Hourglass

Buyer Expectations - ZMOT

3 Reasons for Marketing AutomationYou Dont want to miss out on your leads79% of Marketing leads are not pursued (salesforce)You want to engage with HOT prospects quickly78% of sales goes to vendor that responds first (salesforce)Be on Top of mind for your prospectsNurtured leads deliver 47% higher average order values than non-nurtured leads (Aberdeen)

SEO, PPC, Offline, DM, SocialWebsiteLeadQualified 1Qualified 2DemoNegotiateWebform Landing page @ @ @Drip Campaign @ @ @ - Score LeadsDrip Campaign @ @ @Event online, offlineCRMGroupsWorkflowsActivitiesSales alerts based on criteriaMarketing AutomationSimplifies Business ProcessesBrings EfficiencyEnsures GrowthMarketing Automation VendorsMarketoInfusionsoftEloquaAct-onPardotCallidusSalesfusionHubspotGreenrope