Build A Better Marketing Machine: How Marketing Automation Can Drive Leads, Sales and Growth

Build A Better

Marketing MachineHow Marketing Automation Can Drive Leads, Sales and Growth

Prophet Business Group is based in Winnipeg, Canada and is a certified Microsoft Dynamics CRM and ClickDimensions partner.

Prophet Business GroupW: www.prophet.caT: @ProphetBG

Who Are We?

Cody Pierson is the Marketing Manager at Prophet Business Group and a one-man marketing department for SMBs.

TODAY’S AGENDA

1 What Is Marketing Automation?

2 How Do You Get Started?

3 What Does It Actually Do?

4 Is Marketing Automation Worth It?

Give You The Tools To Decide Whether Marketing Automation Warrants Further Consideration

MY GOAL

What Is Marketing

Automation?

PART ONE

Marketing automation refers to software designed to automate repetitive marketing tasks and improve your ability to manage

multi-channel digital marketing.

Marketing automation hasthree specific goals.

Goal #1 Attract Prospective Customers

Goal #2

Goal #3

Encourage Them To Identify Themselves

Nurture Them Into Qualified Opportunities

- By promoting good content on the right channels.

- With well-designed landing pages and easy to understand forms.

- By consistently providing relevant, useful information.

Common Uses For Marketing Automation

Mailing List Management Lead Capture & Scoring

Common Uses For Marketing Automation

Email & Nurture Campaigns Reporting & Statistics

How Do You Get Started?

PART TWO

3 Things You Need Succeed At Marketing Automation

Conversion Optimized Website

- Clear Calls To Action

- Short, Simple Forms

- Relevant Headlines

3 Things You Need Succeed At Marketing Automation

CRM With A Healthy Database

- Building Mailing Lists

- Tracking Interactions

- Aligning Sales &

Marketing

3 Things You Need Succeed At Marketing Automation

Time To Experiment

- Create & Test Content

- Refine Landing Pages

- Try New Channels

There are three major challengesto successful marketing automation.

Challenge #1 Lack of Strategy

Challenge #2

Challenge #3

Lack of Content

Lack of Understanding

- You need a target audience and a strong value proposition.

- You need more than a neglected blog and a handful of case studies.

- You need to know what your customers want to read about.

What Does It Actually Do?

PART THREE

Use Case #1 Email Marketing & CASL Compliance

Registration & Subscription Forms

Opt-In Records

96.6% of organizations have commenced a CASL compliance

initiative.

Mailing Lists

- Opt-Ins Added To Lists

- Built Within CRM

- Users Can Unsubscribe

- Can Be Built As Needed

Stats & Reporting

Use Case #2 Lead Nurturing & Scoring

Nurture Programs

- Behavior-Based Marketing

- Automates Action

- Multiple Nurture Tracks

- Can Be Built As Needed

- Great For Events & New

Subscribers

Companies that excel at lead nurturing generate 50% more sales-ready leads

at 33% lower cost.

Lead Scoring

- Assigns Points To Leads

- Surfaces Hot Leads Or

Triggers Nurture Programs

- Lead Must Have Already

Identified Themselves

Use Case #3 Landing Pages & Web Forms

Landing Pages

- Built Within ClickDimensions

- No Web Design Required

- Directly Feeds CRM

- Easy To Refine And Modify

Web Forms

- Works With Any Landing Page

- Captures Information In CRM

- Used For Lead Capture, Event

Registrations & More

Use Case #4 Tying It All Together

Marketing Automation In Action

1. LinkedIn Ad 4. Triggers Nurture3. Form Submitted2. Landing Page

5. Joins Mailing List 6. Accumulates Lead Score 7. Hot Lead

Is Marketing Automation Worth It?

PART FOUR

THE NUMBERS The Impact of Marketing Automation

25% of B2B Fortune 500 companies already use marketing automation, as do 76% of theworld’s largest SaaS companies.

63% of companies that are outgrowing their competitors use marketing automation software.

B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%.

But, Is It Right For My Company?

Reason #1 Spend More Time On Hot Leads

Reason #2

Reason #3

Get Clear ROI From Marketing

- Shorter sales cycles and better close rates.

- Set goals and hold marketing accountable.

- You can’t target your weaknesses until you know where they are.

Better Business Intelligence

THANK YOU!