Intro Marketing Automation

Intro to Marketing Automation

Katherine Chalmers

Agenda

• What exactly is marketing automation?• The rise of inbound marketing• Automating the marketing funnel• Post sale: stronger customer relationships• The vendor landscape

What is marketing automation?

• Process for generating and nurturing new and existing leads to sales readiness

• Technologies that facilitate designing and implementing this process

The rise of inbound marketingTrends

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

Trends driving inbound adoption

• Search• Internet self-service

Automating Marketing ProcessesInside the funnel

What marketing automation does

Engagementcampaigns

Webtracking&personalization

Forms&landingpages

Contenttracking

Leadnurturing

etc.

Reports

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#

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.

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

A suspect becomes a prospect

Informative marketing materials

• Blog posts• White papers• Videos – explainers, how-tos• Collateral – datasheets, brochures• Surveys and best practices• Success stories

Onto the Yellow Brick Road

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

Sales-ready leads

Sales Support Drips and Emails

• Solicitation/Basho/VITO emails• Automated follow ups• Sweeper campaigns

Working the deal

Closing the deal

Back to the funnel

Typical System FeaturesSolution providers

Basic features

• Email campaigns• Website activity tracking• Segmentation list management• Automated drip campaigns• Content hosting/tracking• Integration with web marketing tools• Reporting

Email Features

• List management• Graphical interface• WYSIWIYG editor• Custom template design• Personalization• Deliverability management• CAN-SPAM compliant

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

Lead Nurturing Features

• Automate series of email communications and scheduled sales tasks

• Behavior-based drip campaign branching• Prevent duplicate emails

Webinar Features

• Easy to create pre/post event drip campaigns

• Integrations with top webinar vendors• Ability to clone events, campaigns is nice

Lead scoring

Social Features

• May or may not be included• Website tracking for social media traffic• Scheduled posts• Social profile lookups• Social sharing tracker

Marketo Nurturing Streams

Pardot Nurturing Process

Surveying the vendor landscapeSolution providers

Source:MarketingAutomationInsider.com

Leading Vendors

SMB Enterprise

Cost&Com

plexity

Market Leaders - SMB


Market Leaders - Enterprise


Market share vs. revenue

Automating Stronger Customer Relationships

Post Sale

Q: You made the sale – why do you still need marketing?

A: You have more selling to do

Build your lifetime customer value• Activation vs. churn• Account upgrades• Follow-on sales

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?

Follow-on Sales

Source:FastCompany.com

Evernote follow-onsalesovertimebycustomerlifecycle

B2B Follow-on Sales

• More users• More departments• More applications/uses

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

Contact

• Katherine Chalmerslinkedin.com/in/katherinechalmers@[email protected]

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Intro Marketing Automation

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Transcript of Intro Marketing Automation