marketing automation strategies for manufacturing companies
TRANSCRIPT
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Marketing AutomationStrategies for Manufacturing Companies
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What We’ll Cover• Marketing Automation Methodology• Strategy Development• Actionable Steps• Q & A
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What is Marketing Automation• Software that exists to
automate repetitive tasks such as emails, social media, and other website actions.
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The Value of Marketing Automation• Insight into how your
audience interacts with your organization at every stage of the buying process.
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But How Does Insight Help?• Eliminates the Sales Cliff!
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Let The Tools Work Together• Break your marketing efforts out
of their silos and let the data build a complete profile of your audience.
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Market to the Entire FunnelHigh level industry related content that will convert anonymous visitors into known visitors.
Educate your audience with white papers, eBooks, check lists, buyer guides, etc.
Demos, trials, data sheets and a sales person to help answer questions.
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Make Useful Content• Create Buyer Personas• Include customer demographics, behavior
patterns, motivations and goals
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Understand Their Decision Making Process• Know their journey and the
different stages of decision making.
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Improve Your Email Marketing• Right Message• Right Person• Right Time.
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Improve Your Email Marketing• Don’t just rely on best practices - A/B test!
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Use Landing Pages• Every piece of
content, every ad, every call-to-action should have its own landing page.
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Use Landing Pages• Every piece of
content, every ad, every call-to-action should have its own landing page.
Increasing the number landing pages from 10 to 15 can increase your leads by 55%*
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Don’t Forget to A/B Test
VS
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Score Your Leads• Not all leads are created
equal. Use lead scoring to identify the lead’s current stage in the buying process.
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Have the Complete History• Track every online
interaction with your organization.
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Lead Scores and Your Funnel
Lead Score 0 - 10
Lead Score 11 - 29
Lead Score 30 - 39
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Lead Nurturing• Turn prospects into
buyers with automated lead nurturing
• Critical for manufacturing companies considering the long sales cycle
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Putting it All TogetherTools + Strategy = SUCCESS
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Lead Generation Workflow• Determine and Create Content Based on Persona• Create Dedicated Landing Page with Form• Create Workflow Messaging• 8-10 emails, using both HTML and plain text
• Create Workflow• Map out process
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How That Looks
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Reengagement Campaign• Turn cold leads into hot prospects
• Short gaps in between first and follow up emails (2 -4 days).• Followed by longer pauses (3 – 6 weeks).• Any action from the lead should be followed up by sales.
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Trade Show Drip Campaign• Create dedicated landing page to pre-schedule your
appointments with incentives• Start with a pre-show email to attendees• Schedule Social Media posts with event hashtag• Create follow-up workflow for all attendees.• Initial follow-up• Industry related content• Plain text email from sales rep
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More Workflows• Top-Of-Mind Drip• After Quote/Proposal Drip• Lost Customer Drip• Onboarding/New Customer Drip• Sales Enablement• New Employee Drip• Advocate Engagement
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Campaign Performance• Know Actual Results
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Results?• 2013: 15,246 Total Marketing Reach• 2014: 27,382 Total Marketing Reach
• Jan 2017: Almost 40,000 Total Marketing Research
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Questions?Email me: [email protected]