Embed Size (px)
DESCRIPTION
Marketing Automation is een begrip waar steeds meer marketeers mee in aanraking komen. Het is een technologische oplossing waarmee je leads kunt volgen en nurturen. Een tool dat het werk van een marketeer vereenvoudigt en kan zorgen voor een betere stroomlijning en samenwerking van marketing en sales. Deze presentatie zijn slides van het webinar Marketing Automation voor beginners. Wil jij weten: - Wat Marketing Automation precies is? - Hoe het maken en versturen van emailshots effectiever wordt? - Hoe het maken van landingspagina's eenvoudiger wordt? - Hoe Marketing Automation het werk van een marketeer vereenvoudigt? - Hoe het gebruik van Marketing Automation kan leiden tot een hogere omzet? - Welke verschillende aanbieders van belang zijn? - Hoe ziet zo een systeem er uit? Bekijk dan de slides en de webinar recording.
Citation preview
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
