marketing automation | software with agency searchuser
TRANSCRIPT
Total in SupportCroissantje Creatief
THE FUTURE IN B2B MARKETING & SALES
Dirk
1. Former Top Handbal player, 28 caps2. Marketing cleaning company (35 mln)3. Cruyff Institute Marketing Manager4. Help people grow & Connecting the dots5. CEO of SearchUser and FacilityApps (startup)6. Board of Glasaal Volendam
SU (10 FTE)
1. Founded in 2009 – focus on SEO/SEA2. Focus on B2B Online Marketing &SALES3. Top-10 Google Agencies, SMB Partner4. Traffic Generation, Conversion + Automation for B2B5. Served over 500 companies in internet marketing6. IBM, Scoupy, B2B and software companies7. 15 MA implementations in the last 6 months
Email Marketing
Marketing Automation
What is MA?
1) Right message - right lead - right time
2) As Automated As Possible
3) Know when a lead is sales ready
4) ROI measurement
Advantages
- Save time- Marketing and Sales = 1- Right clients + qualification- Notifications versus human ‘mistakes’- Marketing = ROI - E-mail marketing + CRM in one package - Building authority
Right PeopleProduct -> Target Group
Right MessageStrategie -> Funnel
Automation / DATAPhysical > Online/Software
Don’t think:‘I want more traffic to my website’
Think:‘I want my ideal client on my website’
STOP SHOOTING EVERYBODY
How do I get my ideal client/fans?
CRM?
Target Group List: Get the lead
Linkedin search
Buyer Persona
AIDA Google Model
Linkedin Targetting
Facebook Targetting
17
Twitter targetting
Remarketing
Bird has flown
Right PeopleProduct -> Target Group
Right MessageStrategie -> Funnel
Automation / DATAPhysical > Online/Software
TIP 1: GATHER EMAIL ADRESSES WITH (FREE) GIVE AWAYS
E-MAILS = LEADS!!
TIPS FOR AN ONLINE SALES FUNNEL
TIP 2: E-mail follow up
Tip 2.1: separate your sales pitch (case studies, etc.)
Tip 2.2: send useful content (tips & tricks)
TIP# 3:Use different conversions
(divide your product)
TIP# 4:Use more funnels
• Per product -> different sales story!• Per industry -> different sales story!• Per type customer -> different sales story!
Tip# 5,6,7,8: Automate
Right PeopleProduct -> Target Group
Right MessageStrategie -> Funnel
Automation / DATAPhysical > Online/Software
Marketing Automation
1. AUTOMATE ALL MARKETING ACTIVITIES
2. SPEED UP THE SALE - behavior based content’)
How?
My journey to the right software
Marketing Automation Software
Our journey
So you chose your software. Now what?
Choose your client
Choose added value
No, it’s not ‘cold’ and non-personal!
1. Get more info about your leads- Measure site behavior- Get notifications2. Faster lead to sale- Segmentation- Automate e-mails- Dynamic content3. Measure your ROI - Revenu per campaign- Adwords integration- CRM + sales funnel
1. More info about leads!Which companies on my site?
1. More information about your leads
See exactly what visitors have done (and who they are)
1. More information about leads
Notifications!!
2. Faster go to sale
Segmentate automatically, based on their behavior on the website or in emails.
Example of segmentation lists
2. Speed up your sale
Dynamic content (web + e-mail)
A B
A B
3. Meet je ROI
3. Sales Funnel
Example Marketing Automation
Klant zoekt verhuizer online
1. Komt op site, download 10 verhuistips2. Klant komt in funnel
3. Krijgt e-mail, wat voor specifieke verhuistips zoekt u? (klantsegmentatie)
4. Krijgt automatische email met gespecificeerde content
5. Call to action mail met aanbieding
Example Marketing Automation
Koper van Whisky
1. Komt op site, plaatst een bestelling2. Klant komt in funnel
3. Krijgt e-mail, wij hebben ook een community en market place, voordelen daarvan. Of krijg na bepaalde periode
email met aanbieding zelfde type smaak whisky
4. Word opgenomen in nieuwsbrief
Example Marketing Automation
Verzekeringskantoor wil verzekeringen verkopen
1. Nieuwsbrief wordt verstuurd naar alle klanten over verzekeringen rondom wintersport
2. Klant klikt en komt in funnel*3. Klant krijgt meer informatie over waaraan hij
moet denken bij wintersportvakantie4. Als klant klik krijgt hij aanbieding
5. *Funnel is trechter
Take Aways
- Automate Content = King!- Give away (e-book, whitepaper, etc.)- Lead nurturing based on sales funnel- Story telling of your emails -> ask questions, survey, different
landing pages- Not only fo inform, but HELP- MA Software is for startups and SMB - 300-400 v.s. 1500-2000
