build a better marketing machine: how marketing automation can drive leads, sales and growth
TRANSCRIPT
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Build A Better
Marketing MachineHow Marketing Automation Can Drive Leads, Sales and Growth
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Prophet Business Group is based in Winnipeg, Canada and is a certified Microsoft Dynamics CRM and ClickDimensions partner.
Prophet Business GroupW: www.prophet.caT: @ProphetBG
Who Are We?
Cody Pierson is the Marketing Manager at Prophet Business Group and a one-man marketing department for SMBs.
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TODAY’S AGENDA
1 What Is Marketing Automation?
2 How Do You Get Started?
3 What Does It Actually Do?
4 Is Marketing Automation Worth It?
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Give You The Tools To Decide Whether Marketing Automation Warrants Further Consideration
MY GOAL
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What Is Marketing
Automation?
PART ONE
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Marketing automation refers to software designed to automate repetitive marketing tasks and improve your ability to manage
multi-channel digital marketing.
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Marketing automation hasthree specific goals.
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Goal #1 Attract Prospective Customers
Goal #2
Goal #3
Encourage Them To Identify Themselves
Nurture Them Into Qualified Opportunities
- By promoting good content on the right channels.
- With well-designed landing pages and easy to understand forms.
- By consistently providing relevant, useful information.
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Common Uses For Marketing Automation
Mailing List Management Lead Capture & Scoring
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Common Uses For Marketing Automation
Email & Nurture Campaigns Reporting & Statistics
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How Do You Get Started?
PART TWO
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3 Things You Need Succeed At Marketing Automation
Conversion Optimized Website
- Clear Calls To Action
- Short, Simple Forms
- Relevant Headlines
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3 Things You Need Succeed At Marketing Automation
CRM With A Healthy Database
- Building Mailing Lists
- Tracking Interactions
- Aligning Sales &
Marketing
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3 Things You Need Succeed At Marketing Automation
Time To Experiment
- Create & Test Content
- Refine Landing Pages
- Try New Channels
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There are three major challengesto successful marketing automation.
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Challenge #1 Lack of Strategy
Challenge #2
Challenge #3
Lack of Content
Lack of Understanding
- You need a target audience and a strong value proposition.
- You need more than a neglected blog and a handful of case studies.
- You need to know what your customers want to read about.
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What Does It Actually Do?
PART THREE
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Use Case #1 Email Marketing & CASL Compliance
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Registration & Subscription Forms
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Opt-In Records
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96.6% of organizations have commenced a CASL compliance
initiative.
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Mailing Lists
- Opt-Ins Added To Lists
- Built Within CRM
- Users Can Unsubscribe
- Can Be Built As Needed
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Stats & Reporting
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Use Case #2 Lead Nurturing & Scoring
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Nurture Programs
- Behavior-Based Marketing
- Automates Action
- Multiple Nurture Tracks
- Can Be Built As Needed
- Great For Events & New
Subscribers
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Companies that excel at lead nurturing generate 50% more sales-ready leads
at 33% lower cost.
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Lead Scoring
- Assigns Points To Leads
- Surfaces Hot Leads Or
Triggers Nurture Programs
- Lead Must Have Already
Identified Themselves
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Use Case #3 Landing Pages & Web Forms
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Landing Pages
- Built Within ClickDimensions
- No Web Design Required
- Directly Feeds CRM
- Easy To Refine And Modify
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Web Forms
- Works With Any Landing Page
- Captures Information In CRM
- Used For Lead Capture, Event
Registrations & More
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Use Case #4 Tying It All Together
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Marketing Automation In Action
1. LinkedIn Ad 4. Triggers Nurture3. Form Submitted2. Landing Page
5. Joins Mailing List 6. Accumulates Lead Score 7. Hot Lead
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Is Marketing Automation Worth It?
PART FOUR
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THE NUMBERS The Impact of Marketing Automation
25% of B2B Fortune 500 companies already use marketing automation, as do 76% of theworld’s largest SaaS companies.
63% of companies that are outgrowing their competitors use marketing automation software.
B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%.
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But, Is It Right For My Company?
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Reason #1 Spend More Time On Hot Leads
Reason #2
Reason #3
Get Clear ROI From Marketing
- Shorter sales cycles and better close rates.
- Set goals and hold marketing accountable.
- You can’t target your weaknesses until you know where they are.
Better Business Intelligence
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THANK YOU!