A presentation about marketing automation, demand generation and how relevance is the key to the future of advertising, user experience and content development.
5. Marketing Automation
“Software platforms
designed for marketing
departments and
organizations to
automate repetitive
tasks”
- Wikipedia
6. Filters and Triggers and Data
Oh my.
● Track behavior
● Set interactions
● Trigger emails
● Watch Dorothy with crystal ball
● Wait for foursome to enter forest
● Send monkeys to capture Dorothy and Toto
9. Demand Generation
“The focus of
targeted marketing
programs to drive
awareness and
interest in a
company's products
and/or services.”
- Wikipedia
10. Demand Generation
Using Marketing Automation, you can serve your
customers relevant content to:
1. Help them find what they need, when
they need it, which makes them happy and,
subsequently, loyal to your brand.
2. Learn where they are in the buying cycle
and when they're ready to buy so your
sales team only calls to close a sale.
11. Demand Gen = Quality Game
4 out of 5 sales people agree: better to make 10
calls and sell 9, then 1000 calls and sell 10.
Lead A Lead B
12. Why Should You Care?
The Customer is Happier.
The Customer Acquisition Cost (CAC) is Lower.
The Profits are Higher.
THIS IS
THE FUTURE
OF ADVERTISING,
UX, AND CONTENT
20. The Known Knowns
Implicit / What can we infer?
● Past Purchase Behavior, Job Title,
Purchase Influence, Industry,
Company Income, etc.
Explicit / What do we know?
● Visited Web Page, Opened Email,
Clicked Link, Downloaded White
Paper, Attended Event, etc.
21. Breadcrumbs and Scoring
Score implicit and explicit data
Example: 10 = Lead, 20 = MQL, 40 = SQL
22. Nurture Them
Feed your customers valuable information.
● Benefit-driven ads
● Webinars
● White papers
● Product comparisons
● Independent research
● Video tutorials
● Peer reviews
● Product demos