how to build the marketing automation system
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The document outlines strategies for creating an effective lead generation system that emphasizes engagement rather than traditional marketing techniques. It discusses the importance of personalized communication, effective use of CRM, and marketing automation to enhance lead nurturing and sales conversion. Key statistics highlight the benefits of marketing automation, such as improved conversion rates and return on investment.
how to build the marketing automation system
- 1. Building a cost effective lead machine for your sales To:communication. Everything is a lead
- 2. T H E n°1 CEO Q U E S T I O N “Did your marketing work?”
- 3. T H E n°1 CMO A N S W E R “trust me”
- 4. T H E n°1 CEO R E A C T I O N A budget cut by 20%
- 5. T H E n°1 CMO R E A C T I O N Let’s work harder and do more campaigns
- 6. Stop marketing. Start engaging. Scott Stratten
- 7. Engage to sell in four steps Engage and sell to individuals, not target groups Give perfect ZMOTs to your prospect Produce engaging stories Give sales the info and the tools they need Start engaging
- 8. Engage to sell in four steps Engage and sell to individuals, not target groups Produce engaging stories Give sales the info and the tools they need CRM Content marketing Inbound marketing Outbound marketing Marketing automation Lead nurturing Social selling Contact management Give perfect ZMOTs to your prospect Start engaging
- 9. How do you make it work?
- 10. website seo sea blogs Display advertising and retargeting Email Marketing automation CRM Contact management SALES MARKETING Social media Offline Company network From ZMOT to SALES LEAD From SALES LEAD to DEAL How do you make it work? TO:COM run the campaigns set up measuring set up automation set up CRM, set up contact management set up inbound marketing content marketing set up dbase management Run reporting and dbases
- 11. Wordpress Umbraco Google analytics Native siteKeyword search and optimising sites Adwords Display advertising and retargeting Act-On: mailing and automating, scoring Zoho or native CRM Zoho or native CM Twitter/Facebook/ LinkedIn/YouTube monitoring and posting DM/TM/ADS Optimising individual social presence employees TO:COM How do we make it work?
- 12. Getting started
- 13. The prospect journey March 15 9:00 AM | you’ve got direct mail! Leading to personalized website Database-driven, high quality digitally printed Partner branded, sme content
- 14. Other prospect actions Linkedin & Twitter (UC) Seo & Adwords (UC) e-news Webinars & seminars Meanwhile other inbound and outbound actions are running (automatically)
- 15. The prospect journey March 15 9:30 AM | a look @ my website personalized website Enabling tracking Price calculator Extra case resources
- 16. The prospect journey March 15 9:30 AM | Act-On registrates …
- 17. The prospect journey March 15 9:30 AM | … and scores in real time
- 18. The prospect journey March 17 10:30 AM | Telemarketing makes contact and has an interview Telemarketing report generated Lead is requalified in reporting tool as ‘C’ (to be contacted by partner). Partner now contacts the prospect for an appointment Report is attached to the record in the online reporting tool. The reporting tool is visible for each partner
- 19. The prospect journey March 18 10:30 AM | Sales discovers in CRM info about new prospect
- 20. “Everyone who’s ever taken a shower has an idea. Its the person who gets out of the shower, dries off and does something about it who makes a difference.” Nolan Bushnell, Founder Atari
- 21. Wordpress Umbraco Google analytics Native site Act-On: mailing and automating, scoring Zoho or native CRM ACTION: Start with core: marketing automation, CRM and website. Engage with sales about quality of leads. SALES RESULT: discover who visited your website. Discover who wants more info or a demo from you. Discover which marketing leads might be interesting for your sales Getting started
- 22. Getting started ACTION: Continue by fixing the weakest links in your lead nurturing proces, and multiply your contacts by seo, sea, social media and display advertising. RESULT: Improve conversion ratio’s and the number of converted leads that come out of your marketing lead program. Engage deeper with prospects and customersSALES
- 23. Is it worth the walk?
- 24. What’s the payoff? Start walking Automation users have a 53% higher conversion rate from marketing response to marketing-qualified lead than non-users. Aberdeen Group, 2012 75% of companies using marketing automation see ROI within 12 months, 44% within 6 months. Focus Research, 2013 Lead scoring provides an ROI of 138% versus companies that don’t score leads (78%). MarketingSherpa, 2012 Inbound marketing costs 62% less than traditional, outbound marketing
- 26. to:communication Everything is a lead working for: using: partnering: CONSUS bvba
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