View
859
Download
1
Category
Tags:
Preview:
DESCRIPTION
You’ll Learn: • The key drivers of marketing automation • Why marketing automation makes sense for small businesses • Marketing Automation adoption rates and trends • Skills required for success
Citation preview
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
What’s Driving Adoption of Marketing Automation?
Dan FreemanPresidentMarketing Growth Strategies LLCEmail: dan@marketinggs.com Web: http://marketinggs.com Tel: 201 266-6919
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Chat
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
#smallbizMA
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Today’s Presenter
Dan FreemanPresident
Marketing Growth Strategies LLChttp://marketinggs.com
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Agenda
• Drivers of Marketing Automation
• Adoption Rates
• Skills required for Success
• Content
• Data
• Marketing Processes
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Why Marketing Automation
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Creative Destruction
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Transformation of Marketing
Top Down, Push Bottom up, Pull
From Madison Avenue…to Silicon Valley
Google’s Market Cap from Zero to $350 Billion in 15 years
1960s
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Transformation of Marketing
1.3 Trillion Searches Annually
920 Million Web Sites
42 Million WordPress Blogs
500 Million Tweets Daily
4.5 Billion Facebook Likes Daily
144 Billion emails per Day
1.1 Billion Smartphones
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Transformation of Marketing
Apps in iPhone Catalog
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Transformation of Marketing
• Exponential growth in digital interactions
• Marketing is now more data intensive than Wall Street
• The primary challenge of marketing today:
How to manage the proliferation of content and data
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Marketing Automation Defined
Marketing Automation software enables marketers to manage the complexity of modern marketing
related to the proliferation of content and data.
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Product Lifecycle
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Marketing Automation Adoption
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Marketing Automation Adoption
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Skills Required for Marketing Automation Success
• Technology Expertise• Streamlined Content
Creation • eMail List Building &
Data Management• Lead or Tag Scoring• Collaboration with Sales
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Technology Expertise
• Spend the time to learn• Marketing Automation
vendors have abundance of rich content
• Choose a system that fits
• Devote resources to implementation
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
5 Steps for Streamlining Content Creation
1. Audit your content2. Map your content to
the buying cycle3. Identify the content
GAPS4. Create personas to
understand your target audience
5. Create a content plan
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
7 No-Brainers for Building an email List
1. Simply ask 2. Display an opt-in form prominently
on your home page3. Offer free content to capture
prospect information4. Include an offer in your email
signature 5. Incorporate opt-in form into all
social media6. Collect business cards at
conferences 7. Incorporate data collection into
your sales processes
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Lead Scoring & Tag Scoring
• Quantifies digital interactions
• Behavioral vs Demographic
• Delivering quality leads to sales is marketing’s top priority
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Collaboration with Sales
• Recognize marketing’s critical role in revenue generation
• Marketing creates relationships before a sales contact is made
• Marketing and Sales are part of a single customer acquisition process
“The aim of Marketing is to make selling superfluous.” -- Peter Drucker
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Ready to Learn More?
www.hatchbuck.com
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Q&A
Dan FreemanPresidentMarketing Growth Strategies LLCEmail: dan@marketinggs.com Web: marketingtechreport.com Twitter: @TheeDanFreemanTel: 201 266-6919
www.hatchbuck.com | @TheeDanFreeman | #smallbizMA
Ready to Learn More?
www.hatchbuck.com
Recommended