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Marketing Automation Matters November 14, 2013

Hileman Group: Marketing Automation Matters

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Page 1: Hileman Group: Marketing Automation Matters

Marketing Automation MattersNovember 14, 2013

Page 2: Hileman Group: Marketing Automation Matters

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• Marketing Automation Overview

• Why Marketing Automation

• Marketing to Sales Funnel

• Marketing Automation Sample Solution

• Online Assessment

• Q&A Session

Have Questions? Tweet Us with #HilemanGroup

Agenda

Page 3: Hileman Group: Marketing Automation Matters

What is Marketing Automation (MA)

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• The use of a defined approach and specialized software to organize the previously disconnected process of lead generation and management

• The ability to utilize many marketing channels seamlessly throughout the sales and marketing funnel

• Increase tracking and allow a closer relationship between marketing and sales

• End users are nurtured throughout the funnel rather than overwhelmed

Have Questions? Tweet Us with #HilemanGroup

Page 4: Hileman Group: Marketing Automation Matters

How MA Organizes the Marketing & Sales Process

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• The ability to utilize digital marketing

channels to increase reach and

tracking ability

• By using highly targeted content and

an inbound marketing approach we

can target end users throughout the

sales cycle.

• Nurture end users through a defined

cycle based on what they request

• Track everything!

Have Questions? Tweet Us with #HilemanGroup

Page 5: Hileman Group: Marketing Automation Matters

Bringing Peace & Harmony

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Align Sales & Marketing = Seamless Buying Process

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Page 6: Hileman Group: Marketing Automation Matters

Adopt New Approach

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• Buyers are seeking and finding more information on their own

• Companies need to interact with prospects before the sales conversation and provide relevant information in the early stages of the buying process

• Leads need to be nurtured before they are sales ready in order to help drive revenue

• Companies should be moving away from blasting a batch of emails to all their customers

• Instead they should be delivering campaigns personalized and relevant to each customer

• A greater understanding of your customers behaviors and their needs is imperative in order to gain their business

Have Questions? Tweet Us with #HilemanGroup

Page 7: Hileman Group: Marketing Automation Matters

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Marketo: 2012 Marketing Benchmarks

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Page 8: Hileman Group: Marketing Automation Matters

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Marketo: 2012 Marketing Benchmarks

Have Questions? Tweet Us with #HilemanGroup

Page 9: Hileman Group: Marketing Automation Matters

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• Lifetime of the sales cycle has remained unchanged

• The time spent by marketing engaging with leads before transitioning to sales has evolved

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Changes to Sales Cycle

Page 10: Hileman Group: Marketing Automation Matters

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Marketing to Sales Funnel

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2

3

4

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Page 11: Hileman Group: Marketing Automation Matters

Drive Awareness: Step 1

• Define and segment target audience

• Create campaigns that are relevant to audience that provide valuable information to incent initial engagement (low user commitment)

• Drive awareness of campaign by utilizing various tactics that address your target audience

11Have Questions? Tweet Us with #HilemanGroup

Page 12: Hileman Group: Marketing Automation Matters

Drive Awareness: Step 1

Paid & Organic Search

• More than 1 billion queries searched a month on search engines.

• Target the right keyword terms with the right content to reach relevant users when they are searching for answers.

• The click through rate across organic and paid search ranges from 1% to over 20%

Google Search

12Have Questions? Tweet Us with #HilemanGroup

Page 13: Hileman Group: Marketing Automation Matters

Drive Awareness: Step 1

Paid Social

• Define a highly targeted audience based on profile and geographical data

• By using highly targeted content and relevant ads we can drive the right visitors to your website or landing page.

• This approach allows you to drive highly targeted traffic with a very low cost-per-click structure.

LinkedIn Banners

13Have Questions? Tweet Us with #HilemanGroup

Page 14: Hileman Group: Marketing Automation Matters

Drive Awareness: Step 1

Paid Social

• Define a highly targeted audience based on profile and geographical data

• By using highly targeted content and relevant ads we can drive the right visitors to your website or landing page.

• This approach allows you to drive highly targeted traffic with a very low cost-per-click structure. Facebook Banners

14Have Questions? Tweet Us with #HilemanGroup

Page 15: Hileman Group: Marketing Automation Matters

Drive Awareness: Step 1

Display Remarketing

• Re-engage end users after

they have already visited your

website and did not convert.

• With a highly relevant target

audience and a low cost per

click structure the cost per

lead from remarketing is

extremely low.

15Have Questions? Tweet Us with #HilemanGroup

Page 16: Hileman Group: Marketing Automation Matters

Educate & Build Profile: Step 2

• Continue to nurture leads after initial engagement

• Collect additional information from them by providing valuable and relevant content (build your customer profile)

• White papers, guides, free product, newsletter, presentations, etc.

16Have Questions? Tweet Us with #HilemanGroup

Page 17: Hileman Group: Marketing Automation Matters

Educate & Build Profile: Step 2

Whitepaper/Guide Downloads

• Creating content that helps

solve your prospects’ pain is

one of the most common

approaches to educate.

• Landing pages are also a

great opportunity to gain

additional information on

marketing leads.

17Have Questions? Tweet Us with #HilemanGroup

Page 18: Hileman Group: Marketing Automation Matters

Educate & Build Profile: Step 2

Sweepstakes

• Sweepstakes are a low

commitment way to drive

new leads into the marketing

funnel.

• Keep in mind that

sweepstakes leads will

require a lot more nurturing

and qualifying than other

educating activities.

18Have Questions? Tweet Us with #HilemanGroup

Page 19: Hileman Group: Marketing Automation Matters

Educate & Build Profile: Step 2

Product Trials or Demos

• A strong nurturing activity is trials or demos of a product or service.

• When implemented correctly you can easily convert a lead into a customer with very little nurturing.

• This type of activity is normally performed at the bottom of the marketing funnel.

19Have Questions? Tweet Us with #HilemanGroup

Page 20: Hileman Group: Marketing Automation Matters

Engage & Qualify: Step 3

• Track user engagement throughout campaign

• Calculate lead score

• Determine which leads are ready to convert (those defined as a “qualified” lead)

20Have Questions? Tweet Us with #HilemanGroup

Page 21: Hileman Group: Marketing Automation Matters

Engage & Qualify: Step 3

Lead Scoring = Qualifying

• In order to qualify your leads a

well defined scoring and lead

process is imperative

• Once a scoring structure is

defined it is easy to transition

into step 4 or the conversion

stage of the process.

21Have Questions? Tweet Us with #HilemanGroup

Page 22: Hileman Group: Marketing Automation Matters

Convert: Step 4

• Marketing qualified leads are passed on to sales

• Leads not qualified by Marketing continue through nurturing process

• Sales converts qualified leads to purchase

• Shortens the sales cycle by making sales process more efficient

22Have Questions? Tweet Us with #HilemanGroup

Page 23: Hileman Group: Marketing Automation Matters

Convert: Step 4

Marketing Automation System

• System in which leads are

nurtured before being passed

off to sales as qualified

CRM System

• System where qualified leads

are tracked by sales team

until conversion

23Have Questions? Tweet Us with #HilemanGroup

Page 24: Hileman Group: Marketing Automation Matters

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Take action to refine campaigns and help reduce abandonment stage

• Determine campaign successes and areas for improvement

• Define steps taken by qualified leads to conversion

• Evaluate the users that did not engage

• View analytics and tweak campaign to try and re-engage abandoned users

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Abandonment Stage

Page 25: Hileman Group: Marketing Automation Matters

25Have Questions? Tweet Us with #HilemanGroup

Page 26: Hileman Group: Marketing Automation Matters

Marketing to Sales Funnel

Is Your Company Ready for Marketing Automation?

• What is the current size of your sales and marketing funnel?

• Can you provide your lead conversion percentage?

• What is your current cost per opportunity? Cost per lead?

• On average, how many days does it take to convert a lead to purchase?

Companies that excel at lead nurturing are able to generate 50% more sales ready leads at 33% lower cost per lead.

Forrester Research

26Have Questions? Tweet Us with #HilemanGroup

Page 27: Hileman Group: Marketing Automation Matters

Take Your Online Assessment

www.hilemangroup.com/lp/marketing-automation/index.html

27Have Questions? Tweet Us with #HilemanGroup

Page 28: Hileman Group: Marketing Automation Matters

Questions?

28Have Questions? Tweet Us with #HilemanGroup

Page 29: Hileman Group: Marketing Automation Matters

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Date:

Thursday, February 20th at 12pm EST

Course Description:

The number of people browsing the web from a

mobile device has rapidly increased over the past

few years and is expected to continue

growing. In this course, we will educate you on

the options you have when designing for mobile

and what you should consider when developing

the mobile strategy for your website.

Have Questions? Tweet Us with #HilemanGroup

Lunch & Learn: Designing for Mobile