Marketing Automation voor beginners
36
Webinar starting with marketing automation Presenter: Charles van der Wal Marketing Operations Consultant @charlesvdwal [email protected] Host: Ingrid Archer Managing Partner @ingridarcher [email protected]
-
date post
19-Oct-2014 -
Category
Business
-
view
85 -
download
2
description
In een constant veranderend B2B-marketinglandschap is het noodzakelijk om als marketeer zo effectief mogelijk te werk te gaan. Organisaties worden steeds meer resultaatgericht. Dat betekent dat marketeers de ROI van marketing moeten kunnen aantonen. Marketing automation maakt dit mogelijk. Ook kun je zorgt het ervoor dat je leads perfect kunt nurturen met relevante content en dat je hoogwaardige leads aan sales kunt leveren. Maar hoe gebruik je het effectief en hoe implementeer je het correct. Bekijk de presentatie en leer - Wat marketing automation is en wat de voordelen zijn? - Hoe het maken en versturen van e-mails effectiever kan? - Hoe je inzicht krijgt in het digitale gedrag van jouw prospect? - Hoe marketing automation het werk van een marketeer vereenvoudigt? - Hoe marketing automation software er uit ziet?
Transcript of Marketing Automation voor beginners
Webinar starting with marketing automation
Presenter:Charles van der WalMarketing Operations Consultant@[email protected]
Host:Ingrid ArcherManaging Partner@[email protected]
The Buyer Content Marketing
Lead Management Marketing Automation
Our services
spotONvision B2B Marketing agency
Upcoming events
spotONvision masterclasses24 September: Content marketing the next level9 October: Starting with marketing automation
20 November: Buyer personas: insights in the B2B buyer
Mark in your agenda:B2B Marketing at the speed of light
6 November 2014
Sign up for multiple masterclasses and receive a 20% discount!
Questions?
GoToWebinar: “Chat” or “Ask a question”
OF
Twitter met #b2bnl tagTwitter: @spotonvision
@charlesvdwal #b2bnl
Today’s webinar:
• B2B marketing challenges
• Definition marketing automation
• Why should you use marketing automation?
• Practical example
• Summary: what are the benefits?
B2B marketing challenges
CHALLENGE #1:The current B2B buyer is changing
CHALLENGE #2:Sales wants more… better leads
Sales wants “leads!”Marketing hits the “more”
button
Sales doesn’t follow up Marketing: “Why no followup?”
Sales: The “leads” are no good Marketing:
Wasted effort, poor performance,
bitterness, despair
CHALLENGE #2:Sales wants more… better leads
CHALLENGE #3:We have to do more with less
CHALLENGE #4:Analytics should form the basis of our decisions
CHALLENGE #5:Prove the added value of the marketing department
Poll: What is your biggest B2B marketing
challenge?
What is marketing automation?
“SaaS solution which enables an integrated, analytical approach to marketing operations and creates stronger ties with sales by tying
marketing activities to revenues”
What is marketing automation?
“SaaS solution which enables an integrated, analytical approach to marketing operations and creates stronger ties with sales by
tying marketing activities to revenues”
What is marketing automation?
MA
RK
ET
ING
SA
LE
S
RE
PO
RT
ING
What is marketing automation?
Website visitor tracking
• Track website visitors for individual domains
• Tracking for prospects and companies
• Referring sites, search terms and average number of page views
E-mail marketing
• Insights in open- and click rates
• Find out more about the prospect that actually clicked a link
Landingpages & forms
• Easily implement landingpages and forms
• Same functionalities as a WYSIWYG editor
• Also possible to upload and implement using HTML
Lead scoring
Engagement criteria:• Email opens• Website visits• Landingpage visits• Media downloads• Webinar registrations• Event registrations
Profile criteria:• Title/Job description• Number of
employees• Location HQ• Country
Digital body language
Database management
Automated programs
• Set up nurture campaigns
• Full integration with marketing automation database
• Triggers based on online behaviour
Proving the ROI of marketing
Marketing automation: practical case
Meet Erna
Title: Marketing ManagerIndustry: Insurance
Marketing automation: practical case
Klik
Engagement• Interested in content marketing • Awareness phase
Profile• Segment marketing manager• Large insurance company• Large marketing team
Close• Right time, right message• Effective nurturing campaign• Sent to sales for follow-up
Marketing automation: practical case
What are the advantages?
• Improve the quality of your leads
• Increase productivity and efficiency of the marketing department
• Use multi-channel campaigns to engage with customers and prospects
• Increase engagement and gain more valuable insights in your target audience
• Improve relationships with customers and existing customers
• Show the ROI of marketing to your organization
spotONvision offers advice:
• Marketing automation platform selection
• Integration and implementation of marketing automation
• Managed services
• Marketing automation software Audit
• Want to see a demo? Contact us!
Q&A
spotONvision masterclasses
Wednesday 24 September: Content marketing the next levelThursday 9 October: Starting with marketing automation
Thursday 20 November: Buyer personas: insights in the B2B buyer
Sign up for multiple masterclasses and receive a 20% discount!
Want to know more? Or need help with the setup and execution of marketing automation?
www.spotonvision.com
@spotONvision@b2bmktforum@charlesvdwal@shimonbenayoun
LinkedIn groups: B2B Marketing Forum, en Passion for B2B Marketing
http://www.youtube.com/user/spotONvision
