overcoming the top 3 smb challenges with marketing automation

Overcoming Top 3 SMB Challenges with Marketing Automation

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Sangram Vajre Marketing Director @SangramVajre

Pardot: Salesforce for B2B Marketers

Follow up on the best leads faster

Give reps their own automated marketer

Engage Sales earlier into buying process

Integrate with Salesforce CRM data

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Adam Waid Marketing Director @AdamWaid

Design/Theming ●  Usability Testing

●  Responsive Design

●  Drupal Theming

●  Annotated Wireframes

Development ●  Drupal Support

●  Custom Module Development

●  Large Scale Systems Integration

●  Security & Performance Expertise

We help organizations build highly impactful, elegantly designed Drupal websites that achieve the strategic results you need.

Digital Strategy ●  Content Strategy

●  Content Generation

●  Result Metrics

●  Marketing Automation Integration

Our Customers Highly impactful Drupal websites that get results for businesses.

Our Experience

•  Chair for the Marketing Automation group within AiMA

•  Wrote only Marketing & Drupal eBook •  Featured in “Marketing

Automation for Dummies” •  Organize a monthly Marketing

Automation meet-ups •  Maintain most MA Drupal modules •  30+ MA resources on Mediacurrent.com

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●  More work, less people

●  More data, less gut feeling

●  More leads, more pipeline

Agenda

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Less People More Work

Marketers are expected to do more.

B2B marketers use, on average, 13 different channels every day to reach their audience, every day ….compared to the era of Don Draper that just had three ways - TV, Radio, and Newspaper

Source: MediaBistro, CMO.com

Do you feel like this?

Lead Generator

Content Creator

Analyst

Cheerleader

Fake Smile

Demand Gen

Strategist Social Media Manager

Daily Priorities

Before Marketing Automation

Solution? Process. Process. Process

New Hire Process

Content Strategy

Lead Management

Teammate Requirements ●  Inquisitive & Analytical ●  Adaptable ●  Sense of Urgency

Onboarding Process ●  Interview Questions/Writing Sample ●  30, 60, 90 day goals ●  Team Mission Statement

Content Strategy & Buyer Personas

Sam The Sales Guy Pain point: Revenue Key goal: Pipeline Key terms: Prospect Activities alerts, Speed-to- lead

MeganThe Marketing Gal Pain point: Credibility Key goal: Alignment Key terms: Nurturing, ROI reporting

Conversion

Social

Email

SEO

Events

Web Visits

Pardot profile

created Nurture

Assign to

Sales

Sales Follow-up(48 hours)

Nurture list(-100)

Sales Process Begins

Salesforce: “working”

100 points

Lead Management

After Marketing Automation

●  More time spent on strategic direction

●  Lead generating strategies ●  Effective Sales Process

Place Customer or



More Data Less Gut

What story does these stat tell?

88% of B2B CMOs say their C-suite peers turn to them more often for data and insight needed to strategize and plan 78% agreed that marketing’s influence on corporate strategy is greater today than it was just two years ago

Source: Forrester Research

Old Marketing Vs. New Marketing

Fragmented reporting

Before

Are visitors getting to the right places?

Are they converting?

Campaigns yielding most qualified leads?

A/B Testing

4%

Vertical Specific

15%

Velocity Visitor to Prospect

17.5 Days

Prospect to Lead 1.2 months

Lead to Opportunity

10.1 Days

Opportunity to Client 1.5 months

Pipeline After

Marketing/Sales Dashboard

After

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More Leads More Pipeline

5 rapid fire tips to drive leads and pipeline

●  Grow Your Email Database ●  Help Your Sales Team Sell Smarter ●  Provide Relevant CTAs (not just any CTA) ●  Share A “true” Customer Story ●  Create 1:1 Journeys Based On Buyer Persona

On every form

40% increase in email subscribers

On Our Blog

Tip 1: Grow Your Email Database

Tip 2: Help Your Sales Team Sell Smarter

78% Avg. OR and 39% Avg. CTR 87% Avg. Video Engagement

Tip 3: Provide Relevant CTAs

CTA’s on all blogs

150% growth in content conversions

●  1 gated content/month ●  2-3 blogs per week ●  Use freelance writers ●  Dynamic/Relevant

Tip 4: Share A “true” Customer Story

A deal closed in 30 days

Tip 5: Create 1-1 Journey

1 2 3

1 2 3

After ●  53% increase in organic searching

resulting in more whitepaper and eBook downloads

●  40% increase in our regular e-mail subscribers

●  23% increase in leads assigned to the sales team

●  129% year-over-year growth in content conversions

●  Closing on 55% of our viable leads

So, what’s the good news for SMB?

The highest paying marketing jobs are in B2B.

Souce: Glassdoor.com

PARDOT KEYNOTE: ACCELERATE PIPELINE WITH THE WORLD’S LEADING B2B MARKETING SOLUTION

Attend the Pardot Keynote for your chance to win

a Precor Treadmill.

Wednesday, October 15 12:30 – 1:30 PM

Marriott Marquis Yerba Buena Salon 9

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Small & Medium Business Keynote: Scale, Connect and Grow with Salesforce

Wednesday, October 15th @ 2:00 p.m.

Moscone West, 3rd Floor

Attend to win 1 of 5 GoPros

First 50 attendees receive signed

“The Big Picture”