laura hoffman presenter slides: ihs globalspec industrial digital marketing summit, june 2013

Marketing AutomationAn Opportunity for Growth

Digital Marketing Summit 2013

PresenterLaura Hoffman

VP Global Marketing, Red Lion Controlswww.linkedin.com/in/laurahoffman/

Topics

Today’s marketing environment: What everyone is dealing with

The ball is in our court: Increasing opportunity for marketers

The tool that is changing marketing’s world:Marketing Automation

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IHS GlobalSpec Digital Marketing Summit

Laura Hoffman, VP Global Marketingbetter.redlon.net

What everyone is dealing with

• Information Access• Rapid technology

evolution & growing toolkit options – Buyers & Sellers– Business productivity– Marketing & Sales productivity



http://www.google.com/url?sa=i&rct=j&q=world+is+changing&source=images&cd=&cad=rja&docid=pQujIttSTDqQQM&tbnid=fDVrzxXPdaV2kM:&ved=0CAUQjRw&url=http://blogs.bgsu.edu/elements/2012/03/28/change-often/&ei=3HF4UYnTD8SLjAL4gIHQBg&bvm=bv.45645796,d.cGE&psig=AFQjCNGI_8jfJ-vuv8pDlDJRgYD3YWTXCw&ust=1366934351167704

What we marketers dealing with?

• More ground to cover• Relevant “what’s new”

expectations• Responsibility for

virtual relationships both pre & post sale



Industrial Marketers top 3 challenges



Industrial Marketing Pitch

“Industrial products are often pitched by marketing as helping to do things like maximize productivity, efficiency and profitability.”



- Laura HoffmanB2B Marketer, 20+ years

“But what about our own marketing efficiency?Shouldn’t we be continually evaluating and looking at how marketing can maximize our productivity and efficiency?

Plus, let’s focus on what we can do to help sales!”



- Laura HoffmanB2B Marketer, 20+ years

But what about ourselves?

Change is here. Marketing is Evolving.

• Embrace this• It is an opportunity to grow• Do you want to be part of

what comes next?



Marketing can apply our tools to help sales

You have a choice in how you react



http://www.google.com/url?sa=i&rct=j&q=world+is+changing&source=images&cd=&cad=rja&docid=VXQgk2qtrVazHM&tbnid=uGdzmO58Tc5pTM:&ved=0CAUQjRw&url=http://melasmailbag.blogspot.com/&ei=P3J4UZuiCar-igKw8YA4&bvm=bv.45645796,d.cGE&psig=AFQjCNFpbzR-rBAAQQdoaDBiYl0ZvhedJA&ust=1366934459262502

http://www.google.com/url?sa=i&rct=j&q=world+is+changing&source=images&cd=&cad=rja&docid=QvuY7fN5Z5JP_M&tbnid=_2P9F4zbSJPHPM:&ved=0CAUQjRw&url=http://youthvoices.net/discussion/what-one-thing-you-d-most-change-about-world&ei=g3J4UeSnEoWXiQLm-oGgBw&bvm=bv.45645796,d.cGE&psig=AFQjCNFa3XDQVe-rXF0WmR2K4Cenf3q9wA&ust=1366934503806381

Opportunity Knocks…



Marketing Automation

+CRM System

http://www.google.com/url?sa=i&rct=j&q=world+is+changing&source=images&cd=&cad=rja&docid=pTArfESTD8XEGM&tbnid=qlR4dGOPagzaoM:&ved=0CAUQjRw&url=http://blog.khymos.org/2008/04/01/kitchen-chemistry-is-changing-the-world/&ei=7XJ4Ue_PKsOziQLxnIHoAw&bvm=bv.45645796,d.cGE&psig=AFQjCNFa3XDQVe-rXF0WmR2K4Cenf3q9wA&ust=1366934503806381

What is Marketing Automation?

Marketing automation refers to software platforms designed for marketing departments and organizations to automate repetitive tasks. Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation refers to a broad range of automation and analytic tools for marketing.[1]

• The use of a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.

http://en.wikipedia.org/wiki/Software

http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Consultant

http://en.wikipedia.org/wiki/Marketing_automation#cite_note-1

http://en.wikipedia.org/wiki/Marketing_automation#cite_note-1

Multiple Marketing Tools & Needs

Tools and Programs Data Aggregation



How many different tools do you use today? How many places areas does your information reside? Q:

Marketing Automation

A Single Toolkit & Business Intelligence Platform

Tools & Programs• Email marketing• Web forms• Web landing pages• Web visitor analytics

Data Aggregation• Form submissions• Online & email engagement• Tradeshow & Advertising engagement• Sales engagement & Customer preferences



+ Sales Connection: Leads & Nurture• Data-Sharing with CRM• Sales Lead Scoring• Automated Lead Nurture Paths• Behavioral Driven Actionable Data

SALES CRMMARKETING AUTOMATION

Customer Relationship Management

• Sales lead process funnel• Opportunity stages & activity• Sales forecasting• Customer retention activity• More opportunities, current accounts

Marketing Automation: Learn More

• Online Marketing Institute

• Vendors with good online learning resources

Summary

Today rapid change on global scale

Marketing is evolvingChange is here, will you embrace it?

Marketing Automation You should look at it

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http://www.google.com/url?sa=i&rct=j&q=world+is+changing&source=images&cd=&cad=rja&docid=pQujIttSTDqQQM&tbnid=fDVrzxXPdaV2kM:&ved=0CAUQjRw&url=http://blogs.bgsu.edu/elements/2012/03/28/change-often/&ei=3HF4UYnTD8SLjAL4gIHQBg&bvm=bv.45645796,d.cGE&psig=AFQjCNGI_8jfJ-vuv8pDlDJRgYD3YWTXCw&ust=1366934351167704

http://www.google.com/url?sa=i&rct=j&q=world+is+changing&source=images&cd=&cad=rja&docid=pTArfESTD8XEGM&tbnid=qlR4dGOPagzaoM:&ved=0CAUQjRw&url=http://blog.khymos.org/2008/04/01/kitchen-chemistry-is-changing-the-world/&ei=7XJ4Ue_PKsOziQLxnIHoAw&bvm=bv.45645796,d.cGE&psig=AFQjCNFa3XDQVe-rXF0WmR2K4Cenf3q9wA&ust=1366934503806381

Thank You.

Digital Marketing Summit 2013

Laura Hoffman VP Global Marketing, Red Lion Controls

www.linkedin.com/in/laurahoffman/

The company:Red Lion is growing and changing. Learn more online at: better.redlion.net

The presenter:

http://www.linkedin.com/in/laurahoffman/