Marketing Automation Matters November 14, 2013

Marketing Automation Matters November 14, 2013

Agenda Marketing Automation Overview Why Marketing Automation Marketing to Sales Funnel Marketing Automation Sample Solution Online Assessment Q&A Session Have Questions? Tweet Us with #HilemanGroup 2

What is Marketing Automation (MA) The use of a defined approach and specialized software to organize the previously disconnected process of lead generation and management The ability to utilize many marketing channels seamlessly throughout the sales and marketing funnel Increase tracking and allow a closer relationship between marketing and sales End users are nurtured throughout the funnel rather than overwhelmed Have Questions? Tweet Us with #HilemanGroup 3

How MA Organizes the Marketing & Sales Process The ability to utilize digital marketing channels to increase reach and tracking ability By using highly targeted content and an inbound marketing approach we can target end users throughout the sales cycle. Nurture end users through a defined cycle based on what they request Track everything! Have Questions? Tweet Us with #HilemanGroup 4

Bringing Peace & Harmony Align Sales & Marketing Seamless Buying Process Have Questions? Tweet Us with #HilemanGroup 5

Adopt New Approach Buyers are seeking and finding more information on their own Companies need to interact with prospects before the sales conversation and provide relevant information in the early stages of the buying process Leads need to be nurtured before they are sales ready in order to help drive revenue Companies should be moving away from blasting a batch of emails to all their customers Instead they should be delivering campaigns personalized and relevant to each customer A greater understanding of your customers behaviors and their needs is imperative in order to gain their business Have Questions? Tweet Us with #HilemanGroup 6

Marketo: 2012 Marketing Benchmarks Have Questions? Tweet Us with #HilemanGroup 7

Marketo: 2012 Marketing Benchmarks Have Questions? Tweet Us with #HilemanGroup 8

Changes to Sales Cycle Lifetime of the sales cycle has remained unchanged The time spent by marketing engaging with leads before transitioning to sales has evolved Have Questions? Tweet Us with #HilemanGroup 9

Marketing to Sales Funnel 1 2 3 4 Have Questions? Tweet Us with #HilemanGroup 10

Drive Awareness: Step 1 Define and segment target audience Create campaigns that are relevant to audience that provide valuable information to incent initial engagement (low user commitment) Drive awareness of campaign by utilizing various tactics that address your target audience Have Questions? Tweet Us with #HilemanGroup 11

Drive Awareness: Step 1 Paid & Organic Search More than 1 billion queries searched a month on search engines. Target the right keyword terms with the right content to reach relevant users when they are searching for answers. The click through rate across organic and paid search ranges from 1% to over 20% Have Questions? Tweet Us with #HilemanGroup Google Search 12

Drive Awareness: Step 1 Paid Social Define a highly targeted audience based on profile and geographical data By using highly targeted content and relevant ads we can drive the right visitors to your website or landing page. This approach allows you to drive highly targeted traffic with a very low cost-per-click structure. Have Questions? Tweet Us with #HilemanGroup LinkedIn Banners 13

Drive Awareness: Step 1 Paid Social Define a highly targeted audience based on profile and geographical data By using highly targeted content and relevant ads we can drive the right visitors to your website or landing page. This approach allows you to drive highly targeted traffic with a very low cost-per-click structure. Facebook Banners Have Questions? Tweet Us with #HilemanGroup 14

Drive Awareness: Step 1 Display Remarketing Re-engage end users after they have already visited your website and did not convert. With a highly relevant target audience and a low cost per click structure the cost per lead from remarketing is extremely low. Have Questions? Tweet Us with #HilemanGroup 15

Educate & Build Profile: Step 2 Continue to nurture leads after initial engagement Collect additional information from them by providing valuable and relevant content (build your customer profile) White papers, guides, free product, newsletter, presentations, etc. Have Questions? Tweet Us with #HilemanGroup 16

Educate & Build Profile: Step 2 Whitepaper/Guide Downloads Creating content that helps solve your prospects’ pain is one of the most common approaches to educate. Landing pages are also a great opportunity to gain additional information on marketing leads. Have Questions? Tweet Us with #HilemanGroup 17

Educate & Build Profile: Step 2 Sweepstakes Sweepstakes are a low commitment way to drive new leads into the marketing funnel. Keep in mind that sweepstakes leads will require a lot more nurturing and qualifying than other educating activities. Have Questions? Tweet Us with #HilemanGroup 18

Educate & Build Profile: Step 2 Product Trials or Demos A strong nurturing activity is trials or demos of a product or service. When implemented correctly you can easily convert a lead into a customer with very little nurturing. This type of activity is normally performed at the bottom of the marketing funnel. Have Questions? Tweet Us with #HilemanGroup 19

Engage & Qualify: Step 3 Track user engagement throughout campaign Calculate lead score Determine which leads are ready to convert (those defined as a “qualified” lead) Have Questions? Tweet Us with #HilemanGroup 20

Engage & Qualify: Step 3 Lead Scoring Qualifying In order to qualify your leads a well defined scoring and lead process is imperative Once a scoring structure is defined it is easy to transition into step 4 or the conversion stage of the process. Have Questions? Tweet Us with #HilemanGroup 21

Convert: Step 4 Marketing qualified leads are passed on to sales Leads not qualified by Marketing continue through nurturing process Sales converts qualified leads to purchase Shortens the sales cycle by making sales process more efficient Have Questions? Tweet Us with #HilemanGroup 22

Convert: Step 4 Marketing Automation System System in which leads are nurtured before being passed off to sales as qualified CRM System System where qualified leads are tracked by sales team until conversion Have Questions? Tweet Us with #HilemanGroup 23

Abandonment Stage Take action to refine campaigns and help reduce abandonment stage Determine campaign successes and areas for improvement Define steps taken by qualified leads to conversion Evaluate the users that did not engage View analytics and tweak campaign to try and re-engage abandoned users Have Questions? Tweet Us with #HilemanGroup 24

Have Questions? Tweet Us with #HilemanGroup 25

Marketing to Sales Funnel Companies that excel at lead nurturing are able to generate 50% more sales ready leads at 33% lower cost per lead. Is Your Company Ready for Marketing Automation? What is the current size of your sales and marketing funnel? Can you provide your lead conversion percentage? What is your current cost per opportunity? Cost per lead? On average, how many days does it take to convert a lead to purchase? Forrester Research Have Questions? Tweet Us with #HilemanGroup 26

Take Your Online Assessment www.hilemangroup.com/lp/marketing-automation/index.html Have Questions? Tweet Us with #HilemanGroup 27

Questions? Have Questions? Tweet Us with #HilemanGroup 28

Lunch & Learn: Designing for Mobile Date: Thursday, February 20th at 12pm EST Course Description: The number of people browsing the web from a mobile device has rapidly increased over the past few years and is expected to continue growing. In this course, we will educate you on the options you have when designing for mobile and what you should consider when developing the mobile strategy for your website. Have Questions? Tweet Us with #HilemanGroup 29