How to Be a Marketing Automation Rock Star - by Ron Marcus, Shindy Media

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

HOW TO BE AMARKETING AUTOMATIONROCK STAR!

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

WHAT WE WANT

We want to attract buyers

We want to send potential buyers to sales

We want the buyers to, ya know, buy stuff

We want to drive revenue and profits

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

WE WANT TO BE ROCK STARS.

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

BUT,

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

Buyers don’t buy like they used to.

They don’t want to talk to us until they’re good and ready.

We have to win their trust,UNOBTRUSIVELY.

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

OPPORTUNITY FUNNEL

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

WHAT HAPPENED?

SearchSocial media Online journalismUser reviews

BUYERS CAN WAIT MUCH LONGER THAN BEFORE TO TALK TO US

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

MARKETING AUTOMATION HELPS US

attract,capture,nurture,track,qualify, & deliver great leads to sales…AUTOMAGICALLY.

( without pissing buyers off )

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

“Why not just use email, Ron?”

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

CAN YOUR EMAIL PLATFORM DO

THIS?

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

MARKETING AUTOMATION DOES:

Multichannel: email, social, SMS, +Landing pagesLead capture formsContent housing & managementWebsite tracking incl. anonymousLead scoringLead nurturingROI measuringCRM integrationSegmentation / personalizationAlertingReporting and analytics

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

“Can I just do this with a CRM tool?”

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

MARKETING AUTOMATION DOES:

Multichannel: email, social, SMS, +Landing pagesLead capture formsContent housing & managementWebsite tracking incl. anonymousLead scoringLead nurturingROI measuringCRM integrationSegmentation / personalizationAlertingReporting and analytics

CRMDON’T.

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

Source: Harvest Solutions

YOU NEED BOTH.

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

“I heard this is more for B2B. True?”

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

Source: Bridg

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

“How do we get started?”

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

WHAT ARE YOUR NEEDS?

DO YOU NEED MARKETING AUTOMATION?

# buyers: large or small?

Buyers: homogeneous or heterogeneous

Sales cycle: simple/short or long/complex?

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

CAN YOU HANDLE IT?

MINIMUM TWO-YEAR COMMITMENT TO:

Create content

Promote content

Monitor leads

Act

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

“I want it. I can handle it. Bring it.”

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

INSTALL | ONBOARD

Learn the tool

Learn about marketing automation

Integrate with CRM

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

UNITE SALES & MARKETING

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

CHOOSE YOUR WORDS

OPPORTUNITY FUNNEL

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

MAP COMMUNICATIONS TO THE FUNNEL

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

End user

Economic

Influencer

Technical

DEFINE BUYER PERSONAS

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

PersonalityFeelings Attitudes Motivations ProblemsPains Goals How they get information Who they trust for opinions Their buying process

DEFINE BUYER PERSONAS

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

MAP CONTENT

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

CREATE LEAD SCORING RULES

Interest

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

CREATE LEAD SCORING RULES

Demographics

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

CREATE QUALIFICATION RULES

Interest & demographic scores determine grade

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

PICK KPIsLIST SEGMENTATIONemail unsubscribe rates (<1% please)

email click-through rates (>1% please)

landing page conversion rates (2-10% or 20%-30%)

WEB TRAFFICSEOSEM (PPC)

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

PICK KPIsLEAD QUALIFICATIONMQLsSALs

CONVERSIONLead to customerTime to customerCost per customerProfit per customer((revenue from new customers – COGS)/#new customers)

ROMI % ((profit per customer – marketing cost per customer)/marketing cost per customer))

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

BUILD MARKETING ASSETS

CONTENT – relevant!

Instructional white papers

Informative articles

Educational webinars

Compelling videos

Helpful eBooks

Convincing testimonials

Illustrative case studies

Insightful infographics

Solution-focused collateral

Useful blog posts

Newsworthy newsletters

Enticing special offers and promotions

FEED THE BEAST

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

BUILD MARKETING ASSETS

PROMOTE

Email

Social media

SEO

CAPTURE

Landing pages

Lead capture forms

Thank you pages

TEST

A/B

Multivariate

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

SOURCE LEADS

ORGANICReferralsTrade showsAdvertisingOnline searchSocial media

LISTS

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

TRIGGERS

Type of content accessed

Buyer role / title

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

CREATE WORKFLOWS

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

MONITOR

Notifications

Reports – "close loop”

KPIs

Improve

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

GET THE BOOK

http://bit.ly/189gXjx

HOW TO BE A MARKETING AUTOMATION ROCK STAR!

ROCK ‘N’ ROLL !

ron@shindymedia.com