Presented by:

FROM LEAD TO LOYALTY

OUTLINE

• What is Marketing Automation?• Why Marketing Automation?• Who Uses Marketing Automation?• The Buying Cycle and Marketing Automation• Final Thoughts• Q&A

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FROM LEAD TO LOYALTY

WHAT IS MARKETING AUTOMATION?

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Email Marketing Web Intelligence Lead Scoring CampaignAutomation

SMS Messaging Reporting

Form Capture Surveys Landing Pages Social Discovery Event Management Training & Support

Marketing automation is the technology that helps organizations attract and nurture leads and customers

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WHAT IS MARKETING AUTOMATION?

Myth #1: Marketing automation is the same as email marketing. Email is an important component, but marketing automation features go well beyond email.

Myth #2: Marketing automation is impersonal. Despite what “automation” implies, marketing automation is great for personalized communications and experiences.

Myth #3: Marketing automation is too complicated. Modern marketing automation systems are designed to be easily used by business users.

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WHY MARKETING AUTOMATION?

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It takes an average of10 marketing-driven ”touches” to progress a lead from the top

of the funnel to revenue generating.

(Aberdeen Group)

The average sales cycle has increased 22% over the

past 5 years due to more decision makers in the

buying process.(Sirius Decisions)

79% of marketing leads never convert into sales.

Lack of lead nurturing is the common cause of this poor

performance.(MarketingSherpa)

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WHY MARKETING AUTOMATION?

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CMOs at top-performing companies indicate that their most compelling reason for

implementing marketing automation is to increase

revenue (79%) and get higher quality leads (76%).

(Gleanster)

Companies that have implemented a marketing

automation platform report higher levels of collaboration between sales and marketing.

(Forrester Research)

63% of companies that are outgrowing their

competitors use marketing automation.

(The Lenskold Group)

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WHO USES MARKETING AUTOMATION?

Both B2B and B2C benefit:

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B2B marketers who implement marketing automation increase their sales pipeline

contribution by 10%.(Forrester Research)

B2C marketers who take advantage of

marketing automation see conversion rates

as high as 50%.(eMarketer)

Industries with the highest marketing automation adoption rates:

(Mintigo)

Software & Internet

Telecommunications Computers& Electronics

Health &Pharmaceuticals

Business Services

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MARKETING AUTOMATION THROUGHOUT THE BUYING CYCLE

The Buying Cycle

Awareness Research Evaluation Purchase Retention/Loyalty

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AWARENESS

What Buyers are Doing

• Just realizing they have a business need

• Unsure of which products or services will solve their problems

What Your Business Should be Doing

• Making prospects aware of your brand

• Staying on top-of-mind

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AWARENESS• Using marketing automation

tools, leads can be collected online using landing pages and web forms

• When someone submits the form, they are automatically entered into Dynamics 365 as a new lead or contact

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AWARENESS

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• Add prospects to a campaign automation that nurtures them with content that introduces your business

• Keeps your business on the radar when a prospect is ready to make a purchase

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RESEARCH

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What Buyers are Doing

• Shopping around

• Learning what is necessary to solve their business problem and investigating potential solutions

What Your Business Should be Doing

• Educating prospects on how your product or service will solve their problem

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RESEARCH

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• Leads in this phase often aren’t ready to buy immediately• Marketing automation allows companies to keep these leads warm

while sales focuses on hotter leads

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RESEARCH

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• Space out emails over the course of a few weeks, months, etc. to nurture leads until they’re ready to buy

• Use dynamic content to personalize emails, inserting information from the prospect’s record in Dynamics 365

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EVALUATION

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What Buyers are Doing

• Narrowing down their options

• Evaluating possible vendors

What Your Business Should be Doing

• Building credibility and trust

• Overcoming objections

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EVALUATION

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• Use email reporting features to see if prospects are engaging with your messages

• View email data – both at the aggregate and individual levels – directly in Dynamics 365

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EVALUATION

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• Use web tracking to see – right within a CRM record – every page a visitor has viewed on your website

• More effectively target individuals and better understand their needs and their stage in the buying cycle

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PURCHASE

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What Buyers are Doing

• Making a purchase

• Becoming a customer

What Your Business Should be Doing

• Helping prospects finalize purchase decision

• Ensuring customers have a successful start

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PURCHASE

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• Onboarding campaigns are perfect for the purchase stage• Provide helpful information and enhance the customer experience

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PURCHASE

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• Increase new customer satisfaction by allowing customers to select the types of communications they want to receive from your business

• Subscription management gives customers control over the types of messages they receive

• Reduces global unsubscribes

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RETENTION/LOYALTY

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What Buyers are Doing

• Being a customer

• Looking to be engaged by and happy with the brands they have chosen

• Evaluating other products or services that you offer

What Your Business Should be Doing• Regularly communicating with

customers

• Keeping customers engaged with and loyal to your brand

• Looking for upsell or cross-sell opportunities

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RETENTION/LOYALTY

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• Link all marketing activity to a Dynamics 365 campaign record

• This enables organizations to measure the successfulness of their retention efforts – right from within Dynamics 365/CRM

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RETENTION/LOYALTY

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• Surveys can be used to gauge customers’ opinions, satisfaction and other interests

• When a customer completes the survey, all of their responses are linked to their Dynamics 365 record

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FINAL THOUGHTS• The relationship between buyers and

businesses has changed dramatically, which has changed the roles and responsibilities of sales and marketing

• As the sales and marketing landscape continues to change, marketing automation is more “when” than “if”

• Marketing automation is an essential tool for greater revenue generation and business success

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Companies that have implemented a marketing automation platform report higher levels of collaboration between sales and marketing.

(Forrester Research)

Nearly two-thirds of companies surveyed expect to realize the benefits of their marketing automation

system within six months of implementation.

(Ascend2)

79% of top-performing companies have been using marketing automation for more than two years.

(Gleanster)

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Q&A

At FMT, we put our clients at the center of everything we do.When we think of our customers, our goal is to optimize the core of the organization. There is no single “right way” and no single technology that

works for every business. FMT aims to stay away from practice-specific communication and aim to offer the right combination of products, services,

project delivery, and ongoing customer care. It is our sincere desire to create success and a competitive advantage for your company.

Get Started with FMT ConsultantsClick here to speak with a representative, view a demo, or learn more about our solutions for small and midsized businesses.

Call 833 – 924 – 6527 to speak directly to an FMT representative.