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Marketing 2.0 The convergence of CRM and Marketing Automation
∗What is Marketing Automation and why is it important to your business?
∗ Strategy: Tips for your team
∗ ClickDimensions overview
Let’s Talk About Enabling the Modern Marketer!
What is marketing automation? Why is it important to your business?
Image source: Cloudtimes.org
∗ Your company has the ability to send marketing emails. ∗ You can trigger emails to go out based on specific
behaviors. Did they download content from your website? Have they purchased from you before?
∗ Your marketing team set up all of the emails for a specific campaign and let it run in an automated fashion. The flow includes logic and branching conditions.
∗ You can prioritize your leads based on interest level and likelihood to purchase.
∗ You can measure the return on investment for each of your marketing campaigns.
Raise your hand if…
Who is the modern marketer?
∗ Influences IT budget ∗ Knows and uses CRM ∗ Takes ownership of
prospect and customer data ∗ Tracks critical points for
segmentation ∗ Knows value of each lead
and can track ROI ∗ Closes the gap between
sales and marketing by providing usable data Image source: Bing images
Traditional Marketer’s Tools
Email Marketing
List ≠ List Campaign ≠ Campaign
Lead (Prospect) ≠ Lead
Basic lead/contact integration; constantly synching, exporting, importing
Surveys
Web Site Analytics
? Web
Forms
Marketing Automation Integration to CRM
Native/ Embedded Connected None
• 1 + 1 = 1 • All in one place • MA is an
extension of CRM
• Separate data, separate UI, UX
• Synchronized • Scheduled or
Manual Imports
• Completely Separate
• Requires 3rd party middleware
∗ By 2020, customers will manage 85% of their relationships without taking to a human. (Gartner Research)
∗ 50% of qualified leads are not ready to purchase immediately. (Gleanster Research)
∗ Companies that invest in marketing solutions see 70% faster sales cycle times, and 54% improvement in quota achievement. (Bulldog Solutions)
∗ Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Forrester Research)
Still not convinced?
Strategy Tips for your team
“How you gather, manage, and use information will determine whether you win or lose.” Bill Gates
Content Creation Blog – Social - Email
Month List Size Unique Open Rate Click Rate Day of Week
January 100 28% 16% Wednesday
February 164 30% 15% Wednesday
March 170 31% 14% Tuesday
April 193 33% 16% Tuesday
May 216 36% 18% Wednesday
Newsletter Response Rates
Always be list building!
∗ Auto-signature ∗ All web pages ∗ During webinars ∗ At seminars
Keep your marketing lists clean and up to date!
Personalize Your Message
Dynamic Content Emails
Content Marketing
Landing Page
∗ Targeted content
∗ Singular call to action
∗ No extra navigation
Metric
Landing page click through rate 10.7%
Sign-up rate (% of campaign targets) 5%
Landing page conversion rate 46%
Campaign Metrics
Direct Traffic
Search Engine
Social Blogs
Visits
Time (GMT-5) Registered Attended Interest
8 am 32% 56% 34.68
11 am 37% 50% 40.44
2 pm 18% 55% 27.71
7 pm 13% 53% 36.52
Online Ad Tracking
ClickDimensions Overview
Demonstration
Web Tracking
Campaign Tracking
Landing Pages
Email Marketing
Social Discovery
Nurture Marketing
Lead Scoring
Web Forms
Search/Advertising
SMS Messaging
Surveys
Subscription and Profile
Management
