marketing automation primer
TRANSCRIPT
Marketing Automation Primer
Tom HudakCommercial Marketing Manager, the Americas
Keithley Instruments
The Marketing Automation Process
Source: Marketo
Marketing Automation Basics
1. Promotional Email Platform such as SilverPop B2B
2. Lead Nurture Email Campaigns Automate Delivery of Message to Low Ranked Leads Frees Inside Sales Resources from Customized
Emails Individually Delivered3. Target Account/Sales Territory Programs
Achieves 1-to-1 Personalization while Minimizing “Live” Inside Sales Resources
4. Email, Microsite, Web Form & Nurture Campaigns to Create and Nurture Leads
Example: Apps Knowledge/Promotional Content Offer Maps for Database Cultivation and Lead Nurturing Turning Contacts into Prospects for Sales to Convert
Example
Webinar
Article
Product Demo
Application Consultation Offer
Initial InquiryFulfillment
Targeted Communication
TargetedCommunication/Conversion bySales
Targeted Communication
• Move prospects further down the “interest/evaluation/selection” funnel via a series of communications and offers that are:– Tailored to their last expressed area of interest – Designed to move them ever further down the funnel for conversion to customers/sales
Targeted Emails = Higher Returns
• Forrester
9x Revenue Increase…..32x Profit Increase
• Forrester
50% = Web operators say it improved quality of online marketing.
• The Aberdeen Group
Conversion rates went from 1-2% to 3-4%
Email Exchange Drives Behavorial Retargeting
Accurately measure customer web and campaign activity dataEasily create customer segmentsAutomatically generate marketing campaigns
Visitors Webtrends Analytics
Data Connectors
How it Works - Webtrends Analytics
Standard data captures for e-commerce:
Products Viewed by Visitor ID (VID) Products Abandoned by VID Products Purchased by VID On-site Search by VID External Search Phrase by VID
Standard data captures for lead generation:
• Pages Viewed by VID• Downloads by VID• Scenarios Completed by VID• Onsite Search by VID• External Search Phrase by VID
Capture VID & cookie visitor
Link VID to
Behavior
Automate data
stream to email
provider
Create segments in email solution
Deliver targeted messages