Hileman Group: Marketing Automation Matters
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Transcript of Hileman Group: Marketing Automation Matters
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Marketing Automation MattersNovember 14, 2013
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• Marketing Automation Overview
• Why Marketing Automation
• Marketing to Sales Funnel
• Marketing Automation Sample Solution
• Online Assessment
• Q&A Session
Have Questions? Tweet Us with #HilemanGroup
Agenda
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What is Marketing Automation (MA)
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• The use of a defined approach and specialized software to organize the previously disconnected process of lead generation and management
• The ability to utilize many marketing channels seamlessly throughout the sales and marketing funnel
• Increase tracking and allow a closer relationship between marketing and sales
• End users are nurtured throughout the funnel rather than overwhelmed
Have Questions? Tweet Us with #HilemanGroup
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How MA Organizes the Marketing & Sales Process
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• The ability to utilize digital marketing
channels to increase reach and
tracking ability
• By using highly targeted content and
an inbound marketing approach we
can target end users throughout the
sales cycle.
• Nurture end users through a defined
cycle based on what they request
• Track everything!
Have Questions? Tweet Us with #HilemanGroup
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Bringing Peace & Harmony
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Align Sales & Marketing = Seamless Buying Process
Have Questions? Tweet Us with #HilemanGroup
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Adopt New Approach
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• Buyers are seeking and finding more information on their own
• Companies need to interact with prospects before the sales conversation and provide relevant information in the early stages of the buying process
• Leads need to be nurtured before they are sales ready in order to help drive revenue
• Companies should be moving away from blasting a batch of emails to all their customers
• Instead they should be delivering campaigns personalized and relevant to each customer
• A greater understanding of your customers behaviors and their needs is imperative in order to gain their business
Have Questions? Tweet Us with #HilemanGroup
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Marketo: 2012 Marketing Benchmarks
Have Questions? Tweet Us with #HilemanGroup
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Marketo: 2012 Marketing Benchmarks
Have Questions? Tweet Us with #HilemanGroup
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• Lifetime of the sales cycle has remained unchanged
• The time spent by marketing engaging with leads before transitioning to sales has evolved
Have Questions? Tweet Us with #HilemanGroup
Changes to Sales Cycle
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Marketing to Sales Funnel
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Have Questions? Tweet Us with #HilemanGroup
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Drive Awareness: Step 1
• Define and segment target audience
• Create campaigns that are relevant to audience that provide valuable information to incent initial engagement (low user commitment)
• Drive awareness of campaign by utilizing various tactics that address your target audience
11Have Questions? Tweet Us with #HilemanGroup
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Drive Awareness: Step 1
Paid & Organic Search
• More than 1 billion queries searched a month on search engines.
• Target the right keyword terms with the right content to reach relevant users when they are searching for answers.
• The click through rate across organic and paid search ranges from 1% to over 20%
Google Search
12Have Questions? Tweet Us with #HilemanGroup
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Drive Awareness: Step 1
Paid Social
• Define a highly targeted audience based on profile and geographical data
• By using highly targeted content and relevant ads we can drive the right visitors to your website or landing page.
• This approach allows you to drive highly targeted traffic with a very low cost-per-click structure.
LinkedIn Banners
13Have Questions? Tweet Us with #HilemanGroup
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Drive Awareness: Step 1
Paid Social
• Define a highly targeted audience based on profile and geographical data
• By using highly targeted content and relevant ads we can drive the right visitors to your website or landing page.
• This approach allows you to drive highly targeted traffic with a very low cost-per-click structure. Facebook Banners
14Have Questions? Tweet Us with #HilemanGroup
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Drive Awareness: Step 1
Display Remarketing
• Re-engage end users after
they have already visited your
website and did not convert.
• With a highly relevant target
audience and a low cost per
click structure the cost per
lead from remarketing is
extremely low.
15Have Questions? Tweet Us with #HilemanGroup
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Educate & Build Profile: Step 2
• Continue to nurture leads after initial engagement
• Collect additional information from them by providing valuable and relevant content (build your customer profile)
• White papers, guides, free product, newsletter, presentations, etc.
16Have Questions? Tweet Us with #HilemanGroup
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Educate & Build Profile: Step 2
Whitepaper/Guide Downloads
• Creating content that helps
solve your prospects’ pain is
one of the most common
approaches to educate.
• Landing pages are also a
great opportunity to gain
additional information on
marketing leads.
17Have Questions? Tweet Us with #HilemanGroup
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Educate & Build Profile: Step 2
Sweepstakes
• Sweepstakes are a low
commitment way to drive
new leads into the marketing
funnel.
• Keep in mind that
sweepstakes leads will
require a lot more nurturing
and qualifying than other
educating activities.
18Have Questions? Tweet Us with #HilemanGroup
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Educate & Build Profile: Step 2
Product Trials or Demos
• A strong nurturing activity is trials or demos of a product or service.
• When implemented correctly you can easily convert a lead into a customer with very little nurturing.
• This type of activity is normally performed at the bottom of the marketing funnel.
19Have Questions? Tweet Us with #HilemanGroup
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Engage & Qualify: Step 3
• Track user engagement throughout campaign
• Calculate lead score
• Determine which leads are ready to convert (those defined as a “qualified” lead)
20Have Questions? Tweet Us with #HilemanGroup
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Engage & Qualify: Step 3
Lead Scoring = Qualifying
• In order to qualify your leads a
well defined scoring and lead
process is imperative
• Once a scoring structure is
defined it is easy to transition
into step 4 or the conversion
stage of the process.
21Have Questions? Tweet Us with #HilemanGroup
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Convert: Step 4
• Marketing qualified leads are passed on to sales
• Leads not qualified by Marketing continue through nurturing process
• Sales converts qualified leads to purchase
• Shortens the sales cycle by making sales process more efficient
22Have Questions? Tweet Us with #HilemanGroup
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Convert: Step 4
Marketing Automation System
• System in which leads are
nurtured before being passed
off to sales as qualified
CRM System
• System where qualified leads
are tracked by sales team
until conversion
23Have Questions? Tweet Us with #HilemanGroup
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Take action to refine campaigns and help reduce abandonment stage
• Determine campaign successes and areas for improvement
• Define steps taken by qualified leads to conversion
• Evaluate the users that did not engage
• View analytics and tweak campaign to try and re-engage abandoned users
Have Questions? Tweet Us with #HilemanGroup
Abandonment Stage
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25Have Questions? Tweet Us with #HilemanGroup
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Marketing to Sales Funnel
Is Your Company Ready for Marketing Automation?
• What is the current size of your sales and marketing funnel?
• Can you provide your lead conversion percentage?
• What is your current cost per opportunity? Cost per lead?
• On average, how many days does it take to convert a lead to purchase?
Companies that excel at lead nurturing are able to generate 50% more sales ready leads at 33% lower cost per lead.
Forrester Research
26Have Questions? Tweet Us with #HilemanGroup
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Take Your Online Assessment
www.hilemangroup.com/lp/marketing-automation/index.html
27Have Questions? Tweet Us with #HilemanGroup
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Questions?
28Have Questions? Tweet Us with #HilemanGroup
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Date:
Thursday, February 20th at 12pm EST
Course Description:
The number of people browsing the web from a
mobile device has rapidly increased over the past
few years and is expected to continue
growing. In this course, we will educate you on
the options you have when designing for mobile
and what you should consider when developing
the mobile strategy for your website.
Have Questions? Tweet Us with #HilemanGroup
Lunch & Learn: Designing for Mobile