SearchCon 2016 | Marketing Automation Success Factors with Brandon Larocque
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May 12 & 13, 2016 | Breckenridge, Colorado
Transcript of SearchCon 2016 | Marketing Automation Success Factors with Brandon Larocque
May 12 & 13, 2016 | Breckenridge, Colorado
Contents
• What did we study?• Criteria• What did we learn?• Client examples• How to set up your customers for success• Q&A
What Did We Study?
Criteria
Criteria
Note About Program Results
• Open / Click Rate• Engagement• Sales• Lead Profiling
What Did We Learn?
1.Content2.Lead gen programs 3.Lists – existing or old4.Resources or budget5.Intangibles
What Did We Learn? - Content
No offercontent
Poor/Fair Good/Excellent
Quality offercontent
What Did We Learn? - Content
Top
Middle
Bottom
What Did We Learn? - Content
What Did We Learn? - Content
Don't try to close too early
What Did We Learn? – Lead Gen
Poor Good/Excellent
0% 50%
Fair
100%
What Did We Learn? – Lead Gen
What Did We Learn? – Lead Gen
What Did We Learn? – Lists/Database
Lists/Database - Segmentation
Lists/Database – Time to Results
Like waiting at the DMV…
Lists/Database – But…Lead Gen
Lead Generation
Existing Database
Lists/Database – Beware Purchased Lists
What Did We Learn? - Resources
Resources – Why Outsource If I Have Staff?
Resources – Strategy is Universal Need
What Did We Learn? - IntangiblesBelief in MA as a
strategyPatience to
nurtureLeadership buy-in
Good/ Excellent
Poor/ Fair
Intangibles – Leadership Buy-in
Intangibles – Belief in MA Strategy
Must buy into the vision
Intangibles – Patience to Nurture
Client Example – TotalRewards Software
“Access Marketing Company has become an extension of our business—essentially our marketing department—because they bring a depth of expertise in pretty much every marketing discipline. The results have far outweighed the investment.”
Client Example – TotalRewards Software
Client Example – Stefanini
How To Set Up Your Customers for Success
How To Set Up Your Customers for Success
StrategyCopywritingDesignImplementation
How To Set Up Your Customers for Success
• Leadership buy-in• Belief in MA as a strategy• Patience to leverage
programs
Have Any Questions?
AccessMarketingCompany.com
www.linkedin.com/company/access-marketing-company@accessmarketing
Brandon [email protected] x101
Brandon
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