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!


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


WE WANT TO BE ROCK STARS.


BUT,


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.


OPPORTUNITY FUNNEL


WHAT HAPPENED?

SearchSocial media Online journalismUser reviews

BUYERS CAN WAIT MUCH LONGER THAN BEFORE TO TALK TO US


MARKETING AUTOMATION HELPS US

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

( without pissing buyers off )


“Why not just use email, Ron?”


CAN YOUR EMAIL PLATFORM DO

THIS?


MARKETING AUTOMATION DOES:

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


“Can I just do this with a CRM tool?”


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.


Source: Harvest Solutions

YOU NEED BOTH.


“I heard this is more for B2B. True?”


Source: Bridg


“How do we get started?”


WHAT ARE YOUR NEEDS?

DO YOU NEED MARKETING AUTOMATION?

# buyers: large or small?

Buyers: homogeneous or heterogeneous

Sales cycle: simple/short or long/complex?


CAN YOU HANDLE IT?

MINIMUM TWO-YEAR COMMITMENT TO:

Create content

Promote content

Monitor leads

Act


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


INSTALL | ONBOARD

Learn the tool

Learn about marketing automation

Integrate with CRM


UNITE SALES & MARKETING


CHOOSE YOUR WORDS

OPPORTUNITY FUNNEL


MAP COMMUNICATIONS TO THE FUNNEL


End user

Economic

Influencer

Technical

DEFINE BUYER PERSONAS


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

DEFINE BUYER PERSONAS


MAP CONTENT


CREATE LEAD SCORING RULES

Interest


CREATE LEAD SCORING RULES

Demographics


CREATE QUALIFICATION RULES

Interest & demographic scores determine grade


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)


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))


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


BUILD MARKETING ASSETS

PROMOTE

Email

Social media

SEO

CAPTURE

Landing pages

Lead capture forms

Thank you pages

TEST

A/B

Multivariate



SOURCE LEADS

ORGANICReferralsTrade showsAdvertisingOnline searchSocial media

LISTS


TRIGGERS

Type of content accessed

Buyer role / title


CREATE WORKFLOWS


MONITOR

Notifications

Reports – "close loop”

KPIs

Improve


GET THE BOOK

http://bit.ly/189gXjx


ROCK ‘N’ ROLL !

[email protected]