supercharge your marketing with marketing automation and much more
TRANSCRIPT
Supercharge sales & marketing – Marketing Automation
Marina Lumley
@marinalumleyuk.linkedin.com/in/marinalumley
A bit about me
• Marketing Consultant, practitioner and trainer in Marketing Communication strategy
• Formerly integrated agency Board Director• 17 years Marketing Experience• CIM Faculty Member and Trainer • Teaching in the digital space - digital marketing; social
media marketing; integrated marketing. • Teach in the in marketing space– creative brief writing
and agency management
Do you know what your problem is?
A wise man once said – spend 95% of your time on defining the problem. And the remaining 5%
to solve it.
Digital Landscape
DigitalAdvertising
SEO
SocialMedia
BrandWebsite
ProductSite
CampaignWebsite
Affiliates
Earned MediaCommunication created outside of the brand, about the brand/product
Bought MediaTypical media spend driving visitors to owned media
Owned MediaAll online media owned by the brand
2 billion $ Canadian dollars a year
2%Smarter at everything we do
Marketing Automation
The use of a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.
Wiki
5 Common Problems
• Time• Engagement• Sales Journey• Effectiveness• Data management (customer view)
Time is not elastic
http://www.youtube.com/watch?v=0YrHl7X7cOE
“Just under 17,500 businesses with a revenue of under $5m have installed Marketing Automation
systems in 2012”Raab Guide
Marketing Automation saves time
1. Database instantly updated with new data, insights and prospect behaviors
2. Dash boards and reports extracts your key metrics automatically
3. Single view so no need to go searching4. Automate emails reducing manual work flows5. Automatic alerts informing individuals as appropriate6. Sales allocation is automated and outlook synced with
appointments and reminders7. Joins up and automates sales and marketing processes
Engagement
Lack of it = wasted cost of acquiring attention
Acquire
ParticipateEngage
Share
“Businesses that blog at least 20x per month
generate over 5x more traffic than those that blog fewer than 4x per month”
“Businesses that blog at least 20x per month
generate nearly 4x more leads than those who don’t blog”
Source : Hubspot
…Benefits of engagement scoring
1. Score behaviours and interactions2. Qualify based on score3. Pass to sales once qualified on pre-defined
metrics which have been agreed by the company
4. Automated5. In Real time
The Sales Journey
The Sales Journey
The Sales Journey
Goals– Enable qualification– Encourage sales and marketing down from their
ivory towers to share the Intel– Unite with the cause– Own one system - together
1. More potent email marketing to prospects which is tailored to position in the sales funnel and engagement stage– Driven by greater knowledge and understanding
2. Sales and marketing more informed about the prospect journey – as an individual what they did, said, interacted with and when and what they did next
3. Never loose valuable leads – they can’t get lost or missed4. Sales and Marketing can see what each other did5. Know the real pipe line, not the one sales say6. More opportunities – the anonymous
… benefits to the sales journey
“How do I know how much to spend on what?”
“How do I know how much to spend on what?”
Purchase
Abandon
Browse
Interact
Unique visitors (anon.)No. of visitsTime on siteConversion rateContact details – if provided…
Post-click most relevant and meaningful for your marketing activity
1st visit
• Browsed Product Page
2nd visit
• Downloaded an infographic – no form fill
3rd visit
• Commented on a blog
4th visit
• Joined a webinar – form fill
What we know:
Product interest
Interest building and researching
Seeking to build credibility / gain a perspective
Ready to engage
1st visit
• Browsed Product Page
2nd visit
• Downloaded an infographic – no form fill
3rd visit
• Commented on a blog
4th visit
• Joined a webinar – form fill
Lead Scoring+5 points
+10 points
+7 points
+20 points
Engagement Score
+20 points
+42 points
+30 points
Return on Touch-point
£140
£120
£100
More options and solutions than ever before
• Integration bridges• Plug-ins• A desk-top of dash boards• £10k - £100k+
Marketing manager with minimum 5 years experience required– Solid level of communication experience across on-line, off-line
and non-line channels– Experience managing data– Capable of creating and sending out email campaigns– Social media guru– Able to write blogs, posts, tweet at will– Creative – able to write copy and do design– Technical – able to operate and integrate tools– Great working with sales people– Experience in setting exacting measurements for all activity– Can demonstrate through previous experience – ROI, ROC, ROT– Can increase my sales by 10% within the first 3 months of joining
team– Will not ask for more resource for at least a year
Empower marketing and sales to supercharge their business. To push the dial, tweak, learn, evaluate, roll-out. Assessment in real time and fast decisions. To be 2% better in 5 different key places. That’s 10% better
than we were.
• Built a set of tools that not exhaustive in market place – but is core functionality
• Built in with full CRM system that will gets started sales and marketing processes – built on an enterprise level platform that can scale as you grow
Any questions?
