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Marketing Automation

Marketing Automation. A Practical Approach - Chandresh J. Shah. Marketing. What is Marketing? Product Marketing Marketing Execution. Marketing Execution. Strategy Plan. Marketing Automation. A Process NOT a Software. Goal - Sales. Marketing Responsibilities – Execution

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Marketing Automation

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  1. Marketing Automation A Practical Approach - Chandresh J. Shah

  2. Marketing • What is Marketing? • Product Marketing • Marketing Execution

  3. Marketing Execution • Strategy • Plan

  4. Marketing Automation • A Process • NOT a Software

  5. Goal - Sales • Marketing Responsibilities – Execution • Lead Generation • Engagement • Conversion • Customer Engagement • Satisfaction – Word-of-Mouth Foundation - Content

  6. Lead Generation – Conversion Points • Opt-Ins • Entry click-in – SEO / SEM / PPC • Call – in • Engagement • Lead Aggregators, Paid leads Small Steps • Visits • Browse • Sign-up for ‘stuff’ • Abandonment

  7. Conversion

  8. Conversion Logic • Best Practices • A/B and Multivariate testing – colors, columns, white space, buttons • Red vs. Green buttons – vary according to industry, company, site • No Consideration for User Content

  9. User Content • Everything about your Potential Clients • Who are they? • Where they came from? • Where are they now? • What do they know? • Reason for browsing • Are they home? Clinic? Using desktop? Tablet? • Are they trying to solve a problem? Changing EMR? MU Incentive is the motive? • How knowledgeable are they? • Search Engine or campaigns or other media • How close are they to being ready to buy?

  10. Funnel Design • Not just for Sales – Marketing AND Sales Process • Series of steps that lead visitors through website and other marketing and sales tactics towards ultimate conversion point. • Can and should have several funnels depending on your business model • Micro conversions • Bottom line conversions

  11. Funnel

  12. Funnel Standard

  13. Funnel - Leaks

  14. Funnel – Top Heavy

  15. Funnel - Lean

  16. Plinko

  17. Funnel - Hourglass

  18. Buyer Expectations - ZMOT

  19. 3 Reasons for Marketing Automation • You Don’t want to miss out on your leads • 79% of Marketing leads are not pursued (salesforce) • You want to engage with HOT prospects quickly • 78% of sales goes to vendor that responds first (salesforce) • Be on Top of mind for your prospects • Nurtured leads deliver 47% higher average order values than non-nurtured leads (Aberdeen)

  20. SEO, PPC, Offline, DM, Social Webform Landing page  @ @ @ Website CRM Drip Campaign @ @ @ - Score Leads Lead Qualified 1 Drip Campaign @ @ @ Groups Qualified 2 • Workflows • Activities • Sales alerts based on criteria Demo Event – online, offline Negotiate Marketing Automation Simplifies Business Processes Brings Efficiency Ensures Growth

  21. Marketing Automation Vendors Pardot Marketo Infusionsoft Greenrope Act-on Eloqua Hubspot Callidus Salesfusion

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