how to be a marketing automation rock star - by ron marcus, shindy media
TRANSCRIPT
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
HOW TO BE AMARKETING AUTOMATIONROCK STAR!
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
WHAT WE WANT
We want to attract buyers
We want to send potential buyers to sales
We want the buyers to, ya know, buy stuff
We want to drive revenue and profits
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
WE WANT TO BE ROCK STARS.
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
BUT,
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
Buyers don’t buy like they used to.
They don’t want to talk to us until they’re good and ready.
We have to win their trust,UNOBTRUSIVELY.
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
OPPORTUNITY FUNNEL
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
WHAT HAPPENED?
SearchSocial media Online journalismUser reviews
BUYERS CAN WAIT MUCH LONGER THAN BEFORE TO TALK TO US
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
MARKETING AUTOMATION HELPS US
attract,capture,nurture,track,qualify, & deliver great leads to sales…AUTOMAGICALLY.
( without pissing buyers off )
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
“Why not just use email, Ron?”
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
CAN YOUR EMAIL PLATFORM DO
THIS?
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
MARKETING AUTOMATION DOES:
Multichannel: email, social, SMS, +Landing pagesLead capture formsContent housing & managementWebsite tracking incl. anonymousLead scoringLead nurturingROI measuringCRM integrationSegmentation / personalizationAlertingReporting and analytics
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
“Can I just do this with a CRM tool?”
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
MARKETING AUTOMATION DOES:
Multichannel: email, social, SMS, +Landing pagesLead capture formsContent housing & managementWebsite tracking incl. anonymousLead scoringLead nurturingROI measuringCRM integrationSegmentation / personalizationAlertingReporting and analytics
CRMDON’T.
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
Source: Harvest Solutions
YOU NEED BOTH.
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
“I heard this is more for B2B. True?”
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
Source: Bridg
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
“How do we get started?”
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
WHAT ARE YOUR NEEDS?
DO YOU NEED MARKETING AUTOMATION?
# buyers: large or small?
Buyers: homogeneous or heterogeneous
Sales cycle: simple/short or long/complex?
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
CAN YOU HANDLE IT?
MINIMUM TWO-YEAR COMMITMENT TO:
Create content
Promote content
Monitor leads
Act
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
“I want it. I can handle it. Bring it.”
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
INSTALL | ONBOARD
Learn the tool
Learn about marketing automation
Integrate with CRM
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
UNITE SALES & MARKETING
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
CHOOSE YOUR WORDS
OPPORTUNITY FUNNEL
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
MAP COMMUNICATIONS TO THE FUNNEL
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
End user
Economic
Influencer
Technical
DEFINE BUYER PERSONAS
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
PersonalityFeelings Attitudes Motivations ProblemsPains Goals How they get information Who they trust for opinions Their buying process
DEFINE BUYER PERSONAS
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
MAP CONTENT
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
CREATE LEAD SCORING RULES
Interest
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
CREATE LEAD SCORING RULES
Demographics
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
CREATE QUALIFICATION RULES
Interest & demographic scores determine grade
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
PICK KPIsLIST SEGMENTATIONemail unsubscribe rates (<1% please)
email click-through rates (>1% please)
landing page conversion rates (2-10% or 20%-30%)
WEB TRAFFICSEOSEM (PPC)
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
PICK KPIsLEAD QUALIFICATIONMQLsSALs
CONVERSIONLead to customerTime to customerCost per customerProfit per customer((revenue from new customers – COGS)/#new customers)
ROMI % ((profit per customer – marketing cost per customer)/marketing cost per customer))
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
BUILD MARKETING ASSETS
CONTENT – relevant!
Instructional white papers
Informative articles
Educational webinars
Compelling videos
Helpful eBooks
Convincing testimonials
Illustrative case studies
Insightful infographics
Solution-focused collateral
Useful blog posts
Newsworthy newsletters
Enticing special offers and promotions
FEED THE BEAST
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
BUILD MARKETING ASSETS
PROMOTE
Social media
SEO
CAPTURE
Landing pages
Lead capture forms
Thank you pages
TEST
A/B
Multivariate
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
SOURCE LEADS
ORGANICReferralsTrade showsAdvertisingOnline searchSocial media
LISTS
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
TRIGGERS
Type of content accessed
Buyer role / title
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
CREATE WORKFLOWS
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
MONITOR
Notifications
Reports – "close loop”
KPIs
Improve
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HOW TO BE A MARKETING AUTOMATION ROCK STAR!
GET THE BOOK
http://bit.ly/189gXjx