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Marketing Automation

Explore the practical application of marketing automation as a process, not just software. Learn how to execute strategies for lead generation, engagement, conversion, and customer satisfaction. Discover the importance of user-centric content for successful funnel design and buyer expectations. Uncover the power of automation in increasing lead pursuit, engaging hot prospects, and nurturing leads for higher order values. Dive into various automation vendors and their features, simplifying business processes and propelling growth.

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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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