Marketing Automation voor beginners

Webinar!Marketing Automation for beginners!

Presented by:!Shimon Ben Ayoun! @shimonbenayoun!

Hosted by:!Ingrid Archer!

@ingridarcher!!

10th July 2013!

Any Questions/Comments!

Use GoToWebinar “Chat” or “Ask a question”!OR!Twitter us with #b2bnl tag!!!

@spotONvision

Not only webinarsJ!

Masterclass: van Lead naar Klant!Leer meer over Content Marketing, Lead Management en

Marketing Automation!

Woensdag 4 september!Tijd: 10:00 – 15:00!

Sprekers: Ingrid Archer,! Shimon Ben Ayoun!Kosten: 395,- p.p.!

Inschrijven kan via www.spotonvision.com!

Voor in je agenda:!

USG Marketing, Communication & Sales Ondezoek

Drivers for Marketing Automation -!B2B Marketers challenges!

Challenge #1:Our buyers are changing!

“[T]he hunter has become the hunted. Buyers are more informed and seek information independent of sales. ... How sales people want to sell has little impact on how buyers are choosing to buy.”!

Source: SiriusDecisions, “Marketing Needed for Sales 2.1”

B2B buyers are increasingly turning to online sources, on their own, earlier in their process, to

research purchases before ever calling a 'live' sales rep!

B2B buyers pursuing their buying process more 'massively multi-channel' than ever before; however,

channel weightings and their sequence vary by the phase of the buying process!

Sending the right message at the right time to the right persona

v Eloqua Best Practices: The Revenue Lifecycle™

Communication Effectiveness

Batch and BlastProduct-Driven

SegmentCustomer-Driven

One to OneBehavior-Driven

Right-Time Right-MessageTrue Personalization

Forrester Research

“Campaigns that target based on Website user click-stream data outperformuntargeted broadcast campaigns by nearly 4 to 1.”

Marketing Sherpa

“Segmented lists yielded an 11.7% CTR v. un-segmented lists of same size yielding only a 0.6% CTR.

Aberdeen Group

Best-in-class lead scoring programs increase pipeline thickness by 27% v. the average of 12%.

#b2bnl

Challenge #2:Sales is pushing for more.. quality!

12

Sales wants “leads!” Marketing hits the “more”

button

Sales doesn’t follow up Marketing: “Why no followup?”

Sales: The “leads” are no good Marketing:

Wasted effort, poor performance,

bitterness, despair

The Leaky Funnel!

Challenge #3:We need to do more…with less!

The need for efficiency and productivity!

•  Most marketers delay campaigns because of their (IT) dependencies

•  Creative assets are not being re-used

•  A/B testing is out of scope despite the need

•  Sales are not aware what their leads/customers has done with marketing and when

Challenge #4:We need to base our decisions on

analytics & customer insights !

Challenge #5:We need to show the marketing

revenue-impact!

HELP!!!

SAAS Solution which enables integrated, analytical approach to marketing operations and creates a stronger

ties with sales by tying marketing activities to revenues!

What is Marketing Automation?!

Top of the funnel – Lead Generation!

Email Marketing

Landing Pages & Forms!

Website Visitor Tracking!

Website Visitor Tracking!

Listen Offer Content Measure Tune next offer

Dialogue – Architecture of Nurturing

Automated Lead Nurturing!

Lead Scoring!

List Management!

ROI Reporting!

ROI Reporting!

What are the benefits?!

1.  Improve lead quality!!2.  Increase Marketing productivity and efficiency!!3.  Reach customers and prospects through multi-channel campaigns!!4.  Gain deep insight into prospect interaction!!5.  Deepen and solidify client relationships!!6.  Make marketing revenue-impact visible!

Do’s & Don’ts of Marketing Automation!

1.  Don’t think that marketing automation will create content for you!2.  Don’t think technology will be your silver bullet!3.  Don’t set & forget!

1.  Do think first about lead management processes!2.  Do cleanse and plan your data before importing!3.  Do keep it simple!!

Is marketing automation something for us?

What system should I choose?

How do I develop a proper RFP?

How do I implement successfully? !

Coffee & Cake with spotONvision !

To know more, please visit: !www.spotonvision.com!!

@spotONvision @b2bmktforum

#b2bnl