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Tales from the
Marketing Automation Trenches
My message today
big picture about marketing automation planning your content basic needs for success executing targeted campaigns
The b2b buying cycle is changing ?
The b2b buying cycle is changing !
The b2b buying cycle is changing ;-)
motum b2b & Pardot
introduced Fall 2008 V.A.R. in Q1, 2009 1st client Q1, 2009 9 clients – directly managing 7 part of core of our business model powers content marketing
motum b2b’s Marketing Machine
motum b2b’s approach
Clearly define your goals
sell more indicators of engagement
• new leads at the top of the funnel• conversion from anonymous to prospect• active prospects• assigned prospects• opportunities created
refine into KPIs
What is the sales landscape
sales acceptance• crossed or open arms
sales needs• net new revenue• average first sale value• conversion rate• length of the sales cycle
Content Audit
everything and anything you have determine its value and what prospects will
pay for it identify any gaps
• content • opportunity warm-up
organize it • prospect engagement level• subject matter• customer segment
The Content Molecule
properties and elements bonds with other molecules forms more complex structures
The Content Molecule
So what characteristics and properties do you need to define for the molecule?• email teaser• call to action button design• landing page • Form fields• auto response email• file or link• automation & scoring
The Content Molecule
Content Molecule Chains
The Content Closet
What’s in your wardrobe?• Expensive stuff that you really like and use a lot• Trendy things that you use a lot for a short time• Accessories that don’t stand alone• Accessories that emphasize• Special occasion items
The Content Closet
Optimize for Inbound Marketing
Are you findable? Do you have paths to your front door? Do people leave with something?
The Marketing department is in Atlanta for the week. Now what?
basic level of automated activity identification to warm prospect triggered by identification gateways adjusted by inbound pathway
Put the pieces together a targeted outreach campaign
