Marketing Automation 101

Frank Coyle | President

Rachel Peden | Client Manager

February 27, 2013

Webinar Information

• Being recorded, and will be uploaded to Website

• This is an interactive webinar, so it is okay to ask questions during the presentation

Presentation Agenda About Point It

• Launched in April 2002

• Seattle’s largest independent search marketing firm

• PPC, SEO, Design, Marketing Automation

• $40 MM in managed media/yr

• Servicing clients across all verticals and revenue models

Agenda

• Marketing Automation Overview

• Marketing Automation Capabilities

• The Sales Funnel

• Lead Generation

• Marketing Automation Benefits

• Q&A

Marketing Automation Overview

Marketing Automation

Overview

• Marketing software that aligns your company’s digital marketing efforts with your prospect’s website activity

– Marketing Efforts + Website Activity

• Enables marketers to better track their marketing efforts, and how they directly impact sales

• Opens lines of communication with prospective customers

Presentation Agenda Software Vendors

Marketing Automation Software Capabilities

Capabilities

Capabilities

• Email, form & landing page development

– Quickly develop marketing pages without IT involvement

• Website visitor tracking

– Tell your sales team who is visiting your website

• Lead Management

– Leverage lead scoring to provide insight as to where a prospect is in the sales cycle

Capabilities

• Social Media

– Integrate all aspects of your digital presence

• CRM

– Transfer marketing insight to sales team

• Reporting

Capabilities

Image from CRW Graphics

Capabilities

• Gain prospect behavior insights

– How a prospect came to your website

– Every visit one of your prospects makes to your website

– The pages, resources and content a prospect visited

• Marketing Automation can deliver

– Targeted email messages relevant to your prospect

– Lead scoring on all prospects, to aid the sales team in qualification

Marketing Automation

• Well built marketing systems will

– Enable the sales team to focus on the most qualified prospects, in all stages of the buying process

• Communicate to prospects with the right message

– Enable marketers to design targeted, automated communications for prospects

• Where they are in the sales cycle

• What they are most interested in

Marketing Automation

• Example: Purchasing a Home

Impact on the Sales Funnel

Marketing Automation

Sales Funnel

Sales

Contact

Lead Generation

(Inbound Marketing)

Marketing

Automation

Software

Sales Funnel

Lead Generation

(Inbound Marketing)

Nurture

Sales

Ready

Marketing

Automation

Customers

Sales Funnel

Forrester Consulting, "Driving SMB Revenue In A Tough Economy," November 2012.

Marketing Automation

• Example: Purchasing a Home

Lead Generation

Lead Generation

• Lead Scoring

– Behavioral

• Pages Visited

• Content Read

• Emails Opened

– Demographic

• Traits that make your company’s ideal customer

• Ex. B2B Company: VP Sales, US & Canada

• Ex. B2C Company: Males, 35+, Global

Lead Generation

• Drip Campaigns

– Automated programs that help you keep in touch with your customers until they are ready for a nurture campaign

• Lead Nurture Campaigns

– Serving relevant content to a prospect that relates to their interests and their place in the sales cycle

Drip & Nurture Campaigns: B2B

• Inbound Marketing

– PPC & SEO

– Email Marketing

– pURL Campaigns

– Direct Mail

• Nurture

– White Papers

– Case Studies

– Demos & Videos

– Customer Testimonials

– Relevant Industry Data

Drip & Nurture Campaigns: B2C

• Inbound Marketing

– PPC & SEO

– Display Advertising

– Demographic Targeting

– Email Marketing

• Nurture

– pURLs

– Contest

– Social Media

– Survey

– Coupon

Lead Generation

• Lead Scoring + Drip & Nurture Campaigns

– Once the lead score reaches your target, the prospect is sent to your sales team

Lead Nurture

Benefits of Marketing Automation

Marketing Automation- B2C

• Consumers who are targeted with personalized messaging bases on behavior are 400% more likely to become a customer.

• Companies who use Marketing Automation to nurture, report that customers spend 47% more on purchases.

• Companies using Marketing and Sales Automation report a 56% increase in leads/sales on their web properties.

*Data from InteractiveMarketing.net

Marketing Automation- B2B

• Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.

• Nurtured leads make 47% larger purchases than non-nurtured leads.

• 61% of B2B marketers send all leads directly to sales; however, only 27% of those leads may be qualified

Statistics from from Forrester Research, The Annuitas Group and Marketing Sherpa, respectively.

Thank You!

Questions?