M a r k e t i n g A u t o m a t i o n

Basics , an Introduct ion,

and Knowing the Path

M i c h a e l W a r d , F o u n d e r & C E O

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• 60-70% of the qualified leads that engage (live, web,

email) will buy from you or competitor within 12

months (IDC)

• Lead management leads to 10% increase in annual

revenue according to (IDC)

• Marketing automation decreases costs-per-lead by 44%

on avg (IDC)

• 83% of the B2B buying process starts with search

(Sirius Decisions)

• Sirius Decisions expects the adoption of marketing

automation technology to increase to 50% by 2015

Marketing Has Changed

Prospects research online before buying

Long before buying for B2B

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Prospects doing research want information.

What do they want to know?

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• What questions they should be asking

• Guides, Reviews, Overviews

• How-To’s, Tips, “Thought Leadership”

• Case Studies, Product Comparisons

They really just want to know how to succeed.

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The company that

provides this information

builds a relationship

with the prospect.

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Be the source.

Give prospects the information they seek

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…in exchange for their contact info

This is called “Offer Content”

“Inbound Marketing”

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Generate

Leads

at the Top of

the Funnel

“Nurture” these captured prospects:

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Give them the information they seek.

“Lead Management”

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Nurture

Leads

through the

Funnel

(marketing automation)

What is “Lead Nurturing”?

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Feed your prospects’hunger for information

• Capture Leads

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A Basic Process:

• “Nurture” those prospects with information

relevant to where they are in the process

(send them emails with the information they

seek)

• Categorize by who they are (qualifications) & where

they are in the research/buying process (you’ll need

excellent segmenting capabilities to do this well)

• Lead Capture

• Lead Classification (early/late stage,

well/poorly qualified, etc.)

• Nurturing them with appropriate content

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Marketing Automation al lows you to automate…

Email, track, score, repeat.

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(well, that’s putting it very simply but I’ve only got20 minutes to get through this presentation)

Put simply…

What’s hard?

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• Understanding (or developing) your lead management

process – what are you going to automate?

• Feeding the inbound marketing & lead management

machine with content

What’s easy?

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Using Net-ResultsMarketing

Automation

(of course)

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Unmatched Segmentati

onCapability.Simple segments

are created in seconds. Complex segments in a few more seconds.

Use your segments to drive Alerts, Reports, Campaigns, Lead Scoring, Auto-CRM import, List Management & More.

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(of course)

Snazzy Analytics!Bui ld any Segment you l ike and analyze instantly! Unl ike anything avai lable from any other marketing automation

system

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Simple Drip &

Nurturing CampaignsCampaigns can branch based on simple Yes/No questions or complex segment conditions of your creation (that take only moments to create & are impossible with all the marketing automation systems you may be looking at)

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Great Dashboards!Always know exactly where you stand – and communicate

to executives with charts and data that i l lustratethe great results you’re achieving!

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Beautiful Reports Straight

to your InboxSet it and forget

it. Until the awesome stats come in. Then forward them

around the offi ce and

brag about the arse

you’re kicking.

T h a n k y o u

M i c h a e l Wa r d , Fo u n d e r & C E O

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@ N e t R e s u l t s