marketing automation basics
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DESCRIPTIONA basic primer on marketing automation, lead management and demand generation as presented by Michael Ward, Founder & CEO of Net-Results Marketing Automation.
M a r k e t i n g A u t o m a t i o n
Basics , an Introduct ion,
and Knowing the Path
M i c h a e l W a r d , F o u n d e r & C E O
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• 60-70% of the qualified leads that engage (live, web,
email) will buy from you or competitor within 12
• Lead management leads to 10% increase in annual
revenue according to (IDC)
• Marketing automation decreases costs-per-lead by 44%
on avg (IDC)
• 83% of the B2B buying process starts with search
• Sirius Decisions expects the adoption of marketing
automation technology to increase to 50% by 2015
Marketing Has Changed
Prospects research online before buying
Long before buying for B2B
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Prospects doing research want information.
What do they want to know?
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• What questions they should be asking
• Guides, Reviews, Overviews
• How-To’s, Tips, “Thought Leadership”
• Case Studies, Product Comparisons
They really just want to know how to succeed.
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The company that
provides this information
builds a relationship
with the prospect.
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Be the source.
Give prospects the information they seek
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…in exchange for their contact info
This is called “Offer Content”
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at the Top of
“Nurture” these captured prospects:
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Give them the information they seek.
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What is “Lead Nurturing”?
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Feed your prospects’hunger for information
• Capture Leads
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A Basic Process:
• “Nurture” those prospects with information
relevant to where they are in the process
(send them emails with the information they
• Categorize by who they are (qualifications) & where
they are in the research/buying process (you’ll need
excellent segmenting capabilities to do this well)
• Lead Capture
• Lead Classification (early/late stage,
well/poorly qualified, etc.)
• Nurturing them with appropriate content
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Marketing Automation al lows you to automate…
Email, track, score, repeat.
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(well, that’s putting it very simply but I’ve only got20 minutes to get through this presentation)
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• Understanding (or developing) your lead management
process – what are you going to automate?
• Feeding the inbound marketing & lead management
machine with content
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are created in seconds. Complex segments in a few more seconds.
Use your segments to drive Alerts, Reports, Campaigns, Lead Scoring, Auto-CRM import, List Management & More.
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Snazzy Analytics!Bui ld any Segment you l ike and analyze instantly! Unl ike anything avai lable from any other marketing automation
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Simple Drip &
Nurturing CampaignsCampaigns can branch based on simple Yes/No questions or complex segment conditions of your creation (that take only moments to create & are impossible with all the marketing automation systems you may be looking at)
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Great Dashboards!Always know exactly where you stand – and communicate
to executives with charts and data that i l lustratethe great results you’re achieving!
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Beautiful Reports Straight
to your InboxSet it and forget
it. Until the awesome stats come in. Then forward them
around the offi ce and
brag about the arse
T h a n k y o u
M i c h a e l Wa r d , Fo u n d e r & C E O
m w a r d @ N e t - R e s u l t s . c o m
w w w. N e t - R e s u l t s . c o m
@ N e t R e s u l t s