marketing automation simplified
Post on 14-Sep-2014
6.268 views
DESCRIPTION
Thinking big about modern marketing and its moving parts? Marketing Automation Simplified offers illustrative tips into how marketing automation helps marketers automate and optimize the usage of data, nurturing, email marketing, lead nurturing, scoring, business intelligence, social media, and content marketing.TRANSCRIPT
Marketing Automation SimplifiedThe Small Guide to Big Ideas
Everything you wanted to know about marketing automation but were afraid to ask…
#MASimplified
Page 2
What is Marketing Automation?A modern marketing system of record
What is Marketing Automation?
Page 3Page 3
The Modern Marketing Era
People have no interest in being inundated with product specs.
What is Marketing Automation?
Page 4
Automation Makes Marketing More Valuable
Old school marketing methods don’t cater to today’s buyer.
What is Marketing Automation?
Page 5
What You Need in Your Toolkit
The 5 Tenets of Modern Marketing
1. Targeting. 2. Engagement 3. Conversion 4. Analysis 5. Marketing Technology
What is Marketing Automation?
Page 6
Get to Know Your Audience’s Digital Body Language
Analyzing behavioral insight helps you:
Increase revenue performance with qualified marketing leads.
Align marketing to sales with process and system integration.
Demonstrate marketing value and accountability.
Establish a Modern Marketing system of record.
Tenet 1: Targeting
Page 7
Get Down with Data Make the most of what you already know…
With the right strategies you can enhance campaigns and provide relevant offers.
Campaigns suffer when built with bad data.
Tenet 1: Targeting
Page 8
Target Your Communication
Segmenting your database can be hard!
Buyer profiles help marketers understand where to focus marketing resources.
“If you don’t know where you’re going, you might not get there”— Yogi Berra
Tenet 1: Targeting
Page 9
What Social Says About Buyers
Social media enables you to capture:
- Interests- Influence- Connections- Sharing behaviors
Tenet 1: Targeting
Page 10
Triggering Content Fire When They’re Ready!
Marketing automation supports content delivery based on interest, inquiry, and engagement.
When a prospect clicks on your Facebook Page, predefined rules help you present information specific to their topical interests.
Tenet 1: Targeting
Rules of Engagement
Page 11
Right Time, Real Time Not on Your Time
Automation helps you deliver content to the right person at the right time.
Tenet 2: Engagement
Page 12
Email Centralizes Multi-Touch Communication
Email is still the hub that supports marketing communications.
Tenet 2: Engagement
Page 13
Report Beyond Opens and Clicks
Get visibility into which email elements make the most impact.
Then you can fine tune your trigger-based marketing campaigns and serve the right message.
Tenet 2: Engagement
Page 14
Social Media + Content = Inbound Influence
“If content is fire, social media is the gasoline that fuels it.” — Jay Baer, Author, “Youtility”
Tenet 2: Engagement
Page 15
Buyers Leverage All Sorts of Channels to Find Out About You!
Automation helps you cultivate a role in the independent discovery process.
Tenet 2: Engagement
Page 16
How do you find out what they need?
Circulate and track content based on buyer profiles and segment your prospects and customers according to their roles, interests, or other attributes that make sense for your business.
Make your marketing work for your audience, and for you!
Tenet 3: Conversion
Page 17
Lead Management
Make sales and marketing BFFs with a 3-step lead qualification process
1. Define each stage of the buying cycle.
2. Determine what criteria will be used to arrive at those definitions.
3. Create a lead scoring model.
Tenet 3: Conversion
Page 18
Automation helps you get your buyers where they’re going
Tenet 3: Conversion
Page 19
Routing your leads helps organize your marketing AND give your audience the right content they need
Tenet 4: Ana l y s i s
Page 20
Before they’re ready to buy, can you act on the fly?
You just need a little nurturing!
Tenet 4: Ana l y s i s
Page 21
Before they’re ready to buy, can you act on the fly?
Nurturing offers an innovative approach to managing different types of leads, based on interest or other profile attributes.
Tenet 4: Ana l y s i s
Page 22
Marketing automation has automated lead scoring in place so prospects actively opening all communications sent by marketing receive the appropriate response.
Tenet 5: Marketing Technology
Page 23
It’s not just about closing the deal!
Help your sales reps become the information concierge buyers need to succeed.
SiriusDecisions estimates that the buyer’s journey is 70% complete by the time they contact a sales person.
Tenet 5: Marketing Technology
Page 24
Drive Smart Marketing
Business Intelligence, or BI, is the brains of your strategy and sales operations.
Richer profiles feed sales intelligence, such as prospect scoring, to help salespeople identify likely buyers.
Tenet 5: Marketing Technology
But wait, there’s more!
Automation helps yield key data, including:
Reporting to understand how marketing activities and campaigns are driving pipeline, revenue, and ROI.
Website analytics reporting for insight into demand generation performance
Database health reporting to help diagnose the health of the marketing database
Page 25Tenet 5: Marketing Technology
Page 26
Find the balance of marketing art and science
Marketers are streamlining campaign execution to better target, engage, convert, and analyze business in more meaningful ways.
Tenet 5: Marketing Technology
Page 27
Looking for more resources?
Download the full eBook to learn more!
Follow us on:
What is Marketing Automation?
Marketing Automation SimplifiedThe Small Guide to Big Ideas