Automation in Marketing Function

1. Presented
By:
Atish
Singla
Gaurav
Bisht
Gaurav
Verma

2. • Marketing Automation Overview
• Marketing Automation Capabilities
• The Sales Funnel
• Lead Generation
• Marketing Automation Benefits

5.  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

6. Presentation Agenda

10.  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

11.  Social Media
◦ Integrate all aspects of your digital presence
 CRM
◦ Transfer marketing insight to sales team
 Reporting

12. Image from CRW Graphics

13.  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

14.  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

17. Sales
Contact
Lead Generation
(Inbound Marketing)
Marketing
Automation
Software

18. Lead Generation
(Inbound
Marketing)
Nurture
Sales
Ready
Marketing
Automation
Customers

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

21.  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

22.  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

23.  Inbound Marketing
◦ PPC & SEO
◦ Email Marketing
◦ pURL Campaigns
◦ Direct Mail
 Nurture
◦ White Papers
◦ Case Studies
◦ Demos & Videos
◦ Customer Testimonials
◦ Relevant Industry Data

24.  Lead Scoring + Drip & Nurture Campaigns
◦ Once the lead score reaches your target, the
prospect is sent to your sales team

27. • 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.

28.  http://www.hubspot.com/marketing-
automation-information
 http://www.slideshare.net/hschulze/marketi
ng-automation-trends-2014
 http://www.silverpop.com/Software/marketin
g-automation/marketing-automation-
highlights/b2b-highlights/