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In this informative webinar,we will walk us through the secrets of utilizing marketing automation to: - Identify marketing means and approaches that will benefit your company - Create a campaign process that will reach your specific, targeted prospect audience - Learn how the alignment of sales and marketing efforts creates effective, revenue-generating company results
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Mapping Your Marke.ng Processes To Automate Them
A li8le about me
• Sold knives to SaaS and everything in-‐between • Ran marke7ng for small startup • Brand New Uncle
Marke.ng Automa.on is Great Technology But it can fail
The Failure of Marke.ng Automa.on
• Typically not a technology issue • Need a marke7ng process • No plan for targeted buyer personas • Focus on quan7ty and not quality (sales and marke7ng alignment)
Iden.fying the Marke.ng Process
• Situa7on Analysis • 5 C analysis • SWOT analysis
• Marke7ng Strategy • Targe7ng • Segmenta7on • Content Planning • Value Proposi7on
• Marke7ng and Sales Alignment
Situa.on Analysis
• 5 C’s • Company • Customers • Compe7tors • Collaborators • Climate
• SWOT Analysis • Strengths • Weaknesses • Opportuni7es • Threats
Targe.ng and Segmenta.on
• Targe7ng • Single segment • Selec7ve specializa7on • Product specializa7on • Market specializa7on • Full market coverage
• Segmenta7on • Loca7on • Company type • Behavioral characteris7cs
Content Strategy
• Editorial strategy • Web wri7ng • MetaData strategy • SEO • Content management strategy • Content channel distribu7on strategy
Value Proposi.on
• Crea7ng segmented value props • Discover, don’t dictate • Isolate discoveries
Sales and Marke.ng Alignment
• Tie marke7ng and sales goals together • Clear defini7on of a lead • Clear defini7on of rou7ng • Process that allows sales teams to push leads back to marke7ng
With a Process in Place
Sales and Marke.ng Alignment
• “Set and Forget” marke7ng campaigns • Lead segmenta7on • Iden7fy marke7ng qualified leads • Lead rou7ng • Closed loop ROI repor7ng
Campaign Process
Iden7fy Campaign Offering
Validate Offering Demand via Research
Build Campaigns, Goals, Timing and
Budget
Iden7fy Sales Team Support Create Collateral Develop Segments
Prep SEO, PR, Ads Launch Campaign Track Success and Adjust as needed
Set and Forget Campaigns
• Forms/Landing Pages • Page Views/Interests • Segment leads • Iden7fy hot leads • Route them to sales
Run campaign
Lead Segmenta.on
Iden.fying Marke.ng Qualified Leads
• Track online behavior to iden7fy interest • Create buyer profiles with a grading scale
Visits Page Views Google AdWords Google Keyword Searches Yahoo Keywords Site Searches Drip Nurturing Email Clicks Email Opens Email Link Clicks Webinar Responses Twitter LinkedIn Facebook
Website Chats
Lead Rou.ng
Closed Loop ROI Repor.ng
• Two op7ons • Use CRM • Use Marke7ng Automa7on Tool
Campaigns $$$$$$
Ques.ons
Adam Dewey Sales Manager
@adamdeweypardot
h\p://about.me/adamdewey
Pardot 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326
404.492.6845 x144 877.3B2B.ROI www.pardot.com
Contact Informa.on
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