intro marketing automation
TRANSCRIPT
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Intro to Marketing Automation
Katherine Chalmers
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Agenda
• What exactly is marketing automation?• The rise of inbound marketing• Automating the marketing funnel• Post sale: stronger customer relationships• The vendor landscape
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What is marketing automation?
• Process for generating and nurturing new and existing leads to sales readiness
• Technologies that facilitate designing and implementing this process
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The rise of inbound marketingTrends
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What is inbound marketing
• The art of making it easy for prospects to– Find your company– Learn about your products– Prefer your products and your company– Be ready to engage with sales
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Trends driving inbound adoption
• Search• Internet self-service
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Automating Marketing ProcessesInside the funnel
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What marketing automation does
Engagementcampaigns
Webtracking&personalization
Forms&landingpages
Contenttracking
Leadnurturing
etc.
Reports
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Typical Marketing/Sales Funnel
NO#Budget#
NO#Fit#
NO#Interest#
NO#Authority#Unqualified#Qualified#
Shows#Interest#
Demo#Complete#
Agreement#Sent#
Closed#Lost#
Closed#Won#
Cold#Prospect#
Warm#Prospect#
Open#Lead#
ProspecDng#
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Inside the marketing funnel
• Inbound organic traffic • Lead generation campaigns– Trade shows, ads, PR, webinars and other
promos to acquired lists• Nurturing campaigns– Cold lead drip campaign - launching now– Warm lead drip campaign - in development– Occasional marketing email promos & newsletters
• “Marketing qualified lead” = Open Lead– Requests demo, requests call, meets score, etc.
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Typical lead status flow• Cold ProspectsName acquired via list acquisition or
prospecting - not yet contacted
• Warm ProspectsSome level of engagement, not yet sales ready; pre-sales nurturing
• Open LeadsMeet score, behavior or demographic targets -ready for sales contact (marketing qualified lead)
• Qualified/Not QualifiedSales determines next step in sales or marketing cycle
• NurtureHave engaged with sales but not sales ready; reheating stage
• Irrelevant/Bad Data/TrashStudents, bogus info and other junk - deleted quarterly
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A suspect becomes a prospect
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Informative marketing materials
• Blog posts• White papers• Videos – explainers, how-tos• Collateral – datasheets, brochures• Surveys and best practices• Success stories
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Onto the Yellow Brick Road
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Marketing Drip Campaigns
• Early funnel: focus on education– Goal: sell the idea & become a trusted advisor– How-to’s, best practices, tactics, strategies
• Mid funnel: focus on setting preferences– Goal: become the preferred provider– Buyers’ guides, case studies, white papers
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Sales-ready leads
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Sales Support Drips and Emails
• Solicitation/Basho/VITO emails• Automated follow ups• Sweeper campaigns
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Working the deal
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Closing the deal
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Back to the funnel
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Typical System FeaturesSolution providers
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Basic features
• Email campaigns• Website activity tracking• Segmentation list management• Automated drip campaigns• Content hosting/tracking• Integration with web marketing tools• Reporting
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Email Features
• List management• Graphical interface• WYSIWIYG editor• Custom template design• Personalization• Deliverability management• CAN-SPAM compliant
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Web Marketing Features
• Website visitor tracking• WYSIWYG drag and drop landing page
creation• Custom template design• Multivariate landing page testing• Integration with Google Adwords campaigns
for easy tracking• Host content files and track downloads
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Lead Nurturing Features
• Automate series of email communications and scheduled sales tasks
• Behavior-based drip campaign branching• Prevent duplicate emails
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Webinar Features
• Easy to create pre/post event drip campaigns
• Integrations with top webinar vendors• Ability to clone events, campaigns is nice
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Lead scoring
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Social Features
• May or may not be included• Website tracking for social media traffic• Scheduled posts• Social profile lookups• Social sharing tracker
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Marketo Nurturing Streams
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Pardot Nurturing Process
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Surveying the vendor landscapeSolution providers
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Source:MarketingAutomationInsider.com
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Leading Vendors
SMB Enterprise
Cost&Com
plexity
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Market Leaders - SMB
Source:MarketingAutomationInsider.com
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Market Leaders - Enterprise
Source:MarketingAutomationInsider.com
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Market share vs. revenue
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Automating Stronger Customer Relationships
Post Sale
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Q: You made the sale – why do you still need marketing?
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A: You have more selling to do
Build your lifetime customer value• Activation vs. churn• Account upgrades• Follow-on sales
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Onboarding for Success• Goal: get new customers to USE your
product and have a SUCCESSFUL WIN
• How do you measure success– What is your onboarding success funnel?– Can you measure activation milestones?– Can you analyze cohort behavior over time?
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Follow-on Sales
Source:FastCompany.com
Evernote follow-onsalesovertimebycustomerlifecycle
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B2B Follow-on Sales
• More users• More departments• More applications/uses
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What else can you automate?
• Marketing automation/post-sale drips– Best practices; customer service check-ins– Digital body language and event flags
• Account management processes– Customer documentation (CRM)– Account mapping/navigation– VIP programs/user groups– Referral programs
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Contact
• Katherine Chalmerslinkedin.com/in/katherinechalmers@[email protected]
Handoutsslideshare.net/katchal