Planning for Marketing Automation

Part 2: Preparing To Implement This Technology

Agenda

‣ Modern Marketing + Business Development‣ The Integrated Business Development System‣ Rethinking Your Audience‣ Content Strategy + The Buying Cycle‣ Segments, Lists + CRM‣ Thinking About Lead Scoring‣ Closing Thoughts

‣ This presentation was originally delivered as a webinar on 6/19/13. Click here to access a recording.

Modern Marketing + Business Development

‣ Lead with thought leadership• Use the web to connect with buyers you don’t know• Proactively deliver useful content to ideal clients you do know• Forms the backbone of traditional business development activities• Positions the firm as experts to attract the right clients• Usurp traditional buying methods

‣ Rely less on traditional “push” marketing• Less promotional marketing via tradeshows, advertising and direct mail • Less cold calling• More marketing with educational value• More warm calling

Integrated Business Development System

‣ CMSPublish content timely.

‣ CRMManage selling opportunities.

‣ Marketing AutomationIdentify and nurture the right prospects.

‣ Past ContentYour Website as an Integrated System (12/12)

An Introduction to Marketing Automation (05/13)

Combines Three Critical Technologies

Automation

CMS

CRM

Rethink Your Audience

Shifting Your Thinking

Traditional Marketing• “Casts a net”• Target markets• Brand awareness• Competitive positioning• Frequency + impressions

Inbound Marketing• “Attract a client”• Ideal clients• Fundamental challenges• Needs• How we can help

Focus much more critical

Action Item: Client Personas

Content Strategy + The Buying Cycle

Researcher Evaluator Purchaser

• Seeking advice, learnings + answers to specific business problems.

• Objective: Educate, inform + help.

• Considering potential solutions.

• Objective: Aide effort to make informed decisions.

• Looking to connect.• Objective: Make it easy.

Researcher

Evaluator

Purchaser

Action Item: Content Audit

Segment existing content into buying stages.

Identify gaps + new content to produce.

Think about logical CTA to guide site visitors from one stage to the next.

Segments, Lists + CRM

Ways to Segment

ProfileBuying StageAreas of InterestPreferred Content FormatsLead SourceEngagement

Ensuring Successful CRM Implementation

‣ Marketing Objective: Generate leads, qualify, nurture.‣ Good data in = Effective marketing out

• Limit required fields• Make user-submitted critical data closed-ended• Avoid overly personal data

‣ Plan for push/pull of data• CRM is master database• Identify info to push/pull

Action Items

Identify segments you’d like to market to.Ensure necessary data fields exist in CRM.

Lead Scoring

Planning for Lead Scoring

‣ Mid-and late-stage content to consider• Video case studies• Interactive tools• Handbooks and “how to” guides• How to hire a firm like ours• How to engage with us• Leadership / consultant bios + profiles• Pricing information• Contact forms

‣ Overweight late stage behaviors‣ Underweight demographic data

What’s Upcoming

Webinars:7/17 - The Integrated Web System in ActionRegister at rattleback.com/webinars

Articles:6/26 - Three Stages of Thought Leadership MarketingRegister at rattleback.com/contact

Get Help:Jason Mlicki(614) 486-5181jmlicki@rattleback.com