whatis%marke,ng%automaon%?% - asher strategies€¦ · marke,ng%automaon%...

What is Marke,ng Automa,on ?

•  New Class of Smart So:ware –  Decision trees –  Ar,ficial Intelligence –  Lead Scoring Systems

•  So:ware analyzes and monitors the behaviors of website visitors –  Transfers them to CRM when they are qualified lead

•  ASHER | GLOBAL LEADERS IN SALES STRATEGIES 2

Marke,ng Automa,on

• Defini'on of Marke'ng Automa'on – Marke'ng: conver'ng a website visitor into a qualified lead by educa'ng and nurturing – Automa'on: all the educa'ng and nurturing happens automa'cally, with no human involvement

• The Objec've of marke'ng automa'on – Get qualified leads and give them to salespeople – Grow revenue for the company

ASHER | GLOBAL LEADERS IN SALES STRATEGIES 3

Benefits of Marke,ng Automa,on

• The correct way of responding to the way 70% of the buyers are now buying

– Disrup'ng the telemarke'ng industry – Buyers answer the phone less frequently now – They respond less frequently to unsolicited emails

• Salespeople now only pursue qualified leads • Marke'ng is now more efficient and can more easily demonstrate an ROI


A REVOLUTIONARY NEW REVENUE GENERATION PROCESS

•  Internet Marke,ng (get new leads) •  Blog (get new leads) •  Social Media (get new leads) •  Engage the customer with an interac,ve website

•  Marke,ng Automa,on (Automa,cally nurture, educate and qualify the new lead) •  Automa,cally transfer to salespeople via CRM ASHER | GLOBAL LEADERS IN SALES STRATEGIES 5

INTERNET MARKETING

•  Push -‐Email Blasts (buy email lists from vendors)

-‐Press releases -‐e-‐NewsleXers

•  Pull -‐Search Engine Op,miza,on(SEO) -‐Pay per click(PPC)

•  SEO is the first biggest generator of new leads

ASHER | GLOBAL LEADERS IN SALES STRATEGIES

6

ADOPTION BY COUNTRY

PULL(SEO/PPC) •  USA 50% •  France 30% •  Germany 30% •  India 20% •  Brazil 20% •  China 10%


Blog

•  2-‐3 posts per week •  400-‐600 words each •  For every 15 blog posts

– 10 should be about related items – 4 should be about the company’s brand or products – 1 should be adver,sing/offering discounts

•  Use zerys.com to write blog ar,cles •  The second biggest generator of new leads

– Content is king right now


SOCIAL MEDIA

USA China

Facebook Ren Ren LinkedIn LinkedIn TwiXer Sina/Weibo You Tube Youku th

The third biggest generator of new leads


INTERACTIVE WEBSITE

•  Interac,ve Website – Educa,on – White papers – Research papers – Videos/connec,on to Yu Ku/You Tube – ROI calculators

•  Must be engaging to prospect


MARKETING AUTOMATION

•  New Class of So:ware -‐Decision trees -‐Ar,ficial Intelligence -‐Lead Scoring Systems •  “Marke,ng” -‐Taking a new lead and nurturing, educa,ng and qualifying it. -‐Turning the qualified lead over to sales •  “Automa,on” -‐No human involvement


We align your selling with customer buying

ASHER | GLOBAL LEADERS IN SALES STRATEGIES 16 12

Today’s prospects research service provider alterna,ves (using Google, website visits, etc.) well before a salesperson is aware that the prospect has become both iden'fied and qualified.

Un,l recently, these web-‐based “prospect researching steps” have been invisible to most salespeople and companies

Automa,on is at a Tipping Point

•  Forrester Survey shows –  19% of all B2B organiza,ons will implement marke,ng automa,on in 2012

–  Another 17% will expand their usage in 2012

•  Reasons include –  Price tags have come down –  User interfaces have greatly improved –  Sales force automa,on has reached maturity, and companies need to get more from their CRM investment

–  Dismal results from cold calling and unsolicited emails are pushing marke,ng and sales to adopt a lead nurturing approach


Manufacturers Now Using Marke,ng Automa,on

•  Marke,ng automa,on first used by technology companies

– According to Forrester, 20% of manufacturing companies plan to implement marke,ng automa,on in 2012

– Manufacturing company Toro is deploying marke,ng automa,on a:er three years of using Salesforce.com because it recognizes that it needs stronger lead management capabili'es to deepen its rela,onship with core customer bases like golf courses, rental agencies, and landscape contractors


Marke,ng Automa,on Provides High ROI

Sources: Focus | Gartner | Aberdeen


Marke,ng Automa,on ROI

Sales -‐ with markeBng automaBon -‐ works because it: • Increases the number of leads and prospects moved through the funnel

• Gives you real-‐,me visibility into your end-‐to-‐end pipeline

• Manages your nurture cycle un,l hand-‐off to sales

• Focuses on marke,ng channels that drive the highest conversion rates

• Calculates customer acquisi,on rates/costs by marke,ng channel

• Iden,fies when campaigns or ini,a,ves drive above average close rates

Companies that use marke,ng automa,on*

150% Higher

181% Higher

2 – 4x Higher When Using Lead

Scoring

Bid/Win RaBo

Average Close Rates

Lead Conversion

Rates

* DemandGen reports 16

The Key Elements of Marke,ng Automa,on

What it takes to deliver the right message, to right person, at right Bme


Marke,ng Automa,on Roadmap

1.Suspect à 2. Inquiry à 3. Marketing Qualified lead à 4. Sales Accepted Lead à 5. Sales Qualified

Lead à 6. Opportunity


Lead Scoring System Example

Next day, he views the

vendor pricing pages – 30

points added... auto trigger

sends qualified lead to

company’s ASHER-‐trained sales team and to Haier’s CRM

On to

Sales

Views Catalogue PDF

Clicks on Landing

Page Link

Email 2 Email 1

A week later he gets a second email just on ENERGY STAR air condi,oners. He opens it and goes to a landing page – 5 points added

Joe is a poten,al distributor who clicks on a “Save now on ENERGY STAR” link and registers. We give him 10 points and Business rule says “send Products email”

0

10

20

30

4

0

50

60

7

0

80

Immediately, he gets a email about ENERGY STAR products, but doesn’t click on any links. No change in lead score. Biz rule says “send out Air Condi,oners email in 1 week”

Joe then clicks on a link on the landing page to view all the air condi,oner products and he clicks on a number of them – 10 points added and Biz Rule says “send PDF”

2 days later Joe gets a Air Condi,oners Catalogue PDF and downloads it – 20 points added

19

#1 Key Challenge of Marke,ng Automa,on

•  Important to get your messaging strategy right


#2 Key Challenge of Marke,ng Automa,on

•  Important to get your content strategy right


Marke,ng Automa,on Process Makes The Sales

Process More Efficient AND Effec,ve


Where ASHER Strategies Can Help


whatis%marke,ng%automaon%?% - asher strategies€¦ · marke,ng%automaon%...

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