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Welcome to our webinar!
#DigMktg15
Sean Jones Vice President, Interactive Development
Your presenter
NEW MARKETING AUTOMATION
RULES FOR 2015
Lift. Brand Awareness
Customer Engagement
Conversion Rates
Delivered. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Our Offices
Digital Marketing Strategy
User Experience (UX) Design
Lead Generation & Online Sales Programs
Digital Marketing (SEO / PPC / Email)
Conversion Rate Optimization (CRO)
CRM Selection & Implementation
Marketing Automation
Sales Process Alignment
Content Journey Mapping
Lead Management
Founded 1997
Atlanta Dallas
SOCIAL
CRM & MA
ANALYTICS
SEARCH EMAIL
CONTENT
DESIGN
7
STRATEGY
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
75% of the initial purchasing
process is done before the
buyer wants to engage vendor
directly Forrester Research
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Solution: Nurture them through
Marketing Automation technology
50% of qualified leads are
not ready to purchase immediately. Gleanster
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Marketing automation is on the
fast track for a 50% increase in
usage by 2015 Pardot
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
65%
Most Compelling Reasons
For Implementing Marketing Automation
77% 58%
increase REVENUE Increase marketing and
sales effectiveness
gain more INSIGHT Transparency into marketing
and sales activities
measure PERFORMANCE Understand marketing ROI
and other reporting
NEW CONTENT MARKETING
RULES FOR 2015
Companies that excel
at lead nurturing generate 50% more sales-
ready leads at 33% lower cost. Forrester Research
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Nurtured leads produce, on
average, a 20% increase in sales
opportunities versus non-nurtured leads DemandGenReport
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Inform
Educate
Involve
Qualify
Convert
Upsell LEAD
NURTURING PROCESS
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
1. TRACK all actionable
behavior
2. Not only email but
ACTIVITIES
3. Use landing page activity to
direct DRIP TARGETING
4. Self-directed
SEGMENTATION
5. DELIVER CONTENT
download link in first email,
then provide IMMEDIATELY
for all subsequent content
requests
Drip Nurturing Campaigns
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
60% of the sales funnel
is now happening in the
digital space Webtrends
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
Marketing
Automation
Email Marketing / List Management /
Content Creation
Lead Capture / Lead Scoring
Lead Nurturing Bi-directional
CRM Integration
Reporting / Web Analytics
NEW CONTENT MARKETING
RULES FOR 2015
Relevant emails sent through
marketing automation
generate 18x more revenue
than email blasts Jupiter Research
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
List Cleansing & Segmentation
Problem: How to cleanse thousands of dead cold
leads
Secondary problem: The Marketing Automation
platform had a strict NO-SPAM policy and supported
only permission-based marketing
Solution: Staging strategy to use an data validation
and scoring service to measure qualify leads.
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Nurtured leads make
47% larger purchases
than non-nurtured leads
Annuitas Group
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Companies with 30+
landing pages generate 7x
more leads than those
with fewer than 10. HubSpot
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Deliver the right content in the right format to the
right audience at the right time.
Awareness Consideration Decision
Videos
Trend Reports
Live Events
Demo Videos
Interactive Videos
Calculators
eBooks & Guides
eNewsletters
Testimonials
Analyst Reports
Case Studies
Whitepapers
Feature Guides
Infographics
Articles
Webinars Quizzes & Widgets
Possible Solution
Interest
Researching Options
Evaluating Products
Narrowing Field
Social Vetting
Negotiation
Decision
Photos
Ratings & Reviews
Copyright AIS Media, Inc. 2014
Commitment Level
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Marketing
Automation
Copyright 2014, AIS Media, Inc.
Conversion-Optimized
Digital Marketing Model©
Search
Social
CRM
Videos Articles Webinar Use Case Specs PR Papers
Content
Analytics & Reporting
Website
Dig
ita
l M
ark
eting
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
Marketing automation
solutions see 70% faster
sales cycle times and 54%
improvement in quota
achievement Bulldog Solutions
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
Sales and marketing systems that are
highly integrated provide a distinct revenue
achievement advantage.
Respondents who reported
HIGHLY INTEGRATED sales &
marketing systems
Respondents who reported
NO INTEGRATION between sales &
marketing systems
80% 36% ACHIEVED revenue goals ACHIEVED revenue goals
NEW CONTENT MARKETING
RULES FOR 2015
New Websites Launched
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
2013 2014
Wake Forest Timeline
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
63% of companies
outgrowing their competitors,
use marketing automation Lenskold and Pedowitz
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW CONTENT MARKETING
RULES FOR 2015
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
75% of companies using
marketing automation see
ROI within 12 months, 44%
within 6 months Focus Research
NEW CONTENT MARKETING
RULES FOR 2015
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• Personal consultation
• Written recommendations
Call: 404.751.1043 | Email: info@aismedia.com
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
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6-Part Series
NEW CONTENT MARKETING
RULES FOR 2015
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