14. Introduction to Marketing Automation
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Marketing automation is technology that manages
marketing processes and multifunctional campaigns,
across multiple channels, automatically.
Marketing and sales departments use marketing automation to
automate online marketing campaigns and sales activities to both
increase revenue and maximize efficiency. When automation is used
effectively to handle repetitive tasks, employees are free to tackle
higher-order problems, and human error is reduced.
15. Introduction to Marketing Automation
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1. Facilitate preset interactions (social media posting, email, etc)
2. Collect data
3. Segment data (TOFU, MOFU, BOFU)
4. Personalized targeting (campaigns based on data, first/last
name based, etc)
5. Trigger based reactions
19. Sample Automated Campaign (B2C)
Best
High Value Content Offer (HVCO) for FREE
EMAIL #1: HVCO 2
CURRENT STATE
SEMI
DESIRED STATE
DESIRED STATE
Opt In with email via
landing page
EMAIL #2: HVCO 3
EMAIL #3: HVCO 4
POTENTIAL LEAD
Drip marketing with
goal of converting
them for a call
APPOINTMENT CALL
SALE
LEGEND
1. Orange: Service based sales
2. Blue: Product based sales
3. Black: Generic pathway
20. Awareness
Engagement / Consideration
Evaluation
Purchase
Post Purchase
Improving Customer Lifecycle
20
Tell them that you exist
Wow them with testers
Keep reminding them that
you’re the best option
Wow them with your
product/ service
Keep reminding them that
you’re there for their needs
24. SALES PROCESS: set of repeatable steps that a sales person takes
to take a prospective buyer from the early stage of awareness to a
closed sale.
SALES METHODOLOGY & PROCESS
26. Lead Generation
Lead Generation Discovery Qualification
Pitch
Objection
Handling
Check In Follow Up Closing
Process of finding sales qualified leads
Referrals
Network
SEO/ PPC
Linkedin ads
27. Discovery
Lead Generation Discovery Qualification
Pitch
Objection
Handling
Check In Follow Up Closing
Pre Sales Research (K.Y.C)
Groundwork to understand & know your customer
Qualify lead
Identify more than 1 prospect per organization
Methods
• LinkedIn (build rapport based on past activity)
• Website (blog, vernacular, news/press release)
• Industry updates & news (sound like an expert in their field)
28. Qualification
Lead Generation Discovery Qualification
Pitch
Objection
Handling
Check In Follow Up Closing
Sales Call
Intelligent questioning (Conceptual selling)
Methods
• Basic call script
• Discovery phase details as guide
29. Pitch
Lead Generation Discovery Qualification
Pitch
Objection
Handling
Check In Follow Up Closing
Proposal
Creativity, charisma > detailed scripts
Methods
• 30 seconds pitch (elevator pitch)
• Reference previous similar work
• Hit on key points of value in respect to pain points
• Leave space for questions (avoid over explaining/ dragging)
• Focus on value instead showing off your wonderful features
• Quantitative results
30. Objection Handling
Lead Generation Discovery Qualification
Pitch
Objection
Handling
Check In Follow Up Closing
Repositioning Offer
Customer is always right
Listen -> Acknowledge -> Solve/Propose
Methods
Features, Benefits & Objections list
S.W.O.T Analysis
31. Closing
Lead Generation Discovery Qualification
Pitch
Objection
Handling
Check In Follow Up Closing
Landing the deal
Be ready to negotiate prices
Advise on all steps to close deal (documentation/ sign-offs) to
avoid surprising bumps upfront
Keep free value-adds in your arsenal to tip the scale
32. Follow Up
Lead Generation Discovery Qualification
Pitch
Objection
Handling
Check In Follow Up Closing
Locking it in
Summary/ recording of conversation
Provide next steps
Keep in touch till service lifecycle is over while building a
relationship
33. Check - In
Lead Generation Discovery Qualification
Pitch
Objection
Handling
Check In Follow Up Closing
Recycling stage
Chance to collect feedback/ case study
Build into referrals
Keep in constant touch to ensure repeat sale
Methods
• Newsletter
• Activities: webinar, events
• Special ex-customer rewards/ promo
35. B2C: Psychology Driven Sales
1. Ego: reassure sense of self, purchase to feel better about self. (ex: lifestyle products, etc)
2. Fear: purchases based on perceived fear; appeals to doubts & uncertainties (ex:
insurance, security products, healthcare, etc)
3. Greed: to increase one’s self worth (ex: technological equipment)
It’s important to understand that businesses cannot appeal to all three of these emotions at
the same time.
Once the business understands both itself and its product line, it’s important to align the
brand with the most effective stages of the purchase decision cycle
36. B2C: Needs Driven Sales
1. Problem/Need Recognition:
Identify the product to fix problem
2. Information Search: Seek ‘social
proof’ to boost confidence
3. Evaluation of Alternatives:
reassurance on the current choice
4. Purchase Decision: $
5. Post Purchase Behavior:
remorse/satisfaction
Product Positioning
Feeding appropriate information to help
with making a favorable purchase decision –
review management
Best product & pricing mix
Efficient payment method/ different options
Vigorous customer support/ service
STAGES STRATEGY TO SECURE THE SALE
37. B2C Sales Process
Referral
Repeat sale
Inbound Marketing
1. Lead Demographics
2. Lead Status/ Score/
Rating
• New (unassigned)
• Open
• In progress
• Sales qualified lead
3. Defined turnaround
times
1. ‘Social proof’/ reviews
2. Product mix & pricing
strategies
Deal Stage
1. Social presence/
branding
2. Portfolio
38. Why do you need a sales process?
1. Easily identify bottlenecks in sales
2. A sales rep’s roadmap to keep the company alive
3. Enables scalability
4. Identify buying patterns of different clusters
5. Never miss a follow-up
6. Improve forecasting
7. Better customer experience
40. QR Codes
Methods to utilize QR Codes:
1. Direct customers to a landing page/website.
2. Dial your business number.
3. Send a message /WhatsApp
4. Send an email.
5. Download apps.
6. View business location.
7. Direct customers to social media pages.
8. Shopping and E-commerce.
9. Event signup
10. More information on the product
Tools
https://www.qr-code-generator.com/
41. Chatbots
A software that automates conversation with a user.
Methods Chatbots are currently used:
1. Customer service
2. Sales (collect info, set appointments)
3. Frequently Asked Questions (FAQ)
4. Instant responders to avoid waiting times
5. Sales funnel
Utilization tips:
1. Don’t overdo it, mix with human touch
2. Construct messages that are human like
3. Use it on Whatsapp/ websites/ Facebook messenger
42. TikTok
Methods to utilize
1. Ads
2. Influencer
3. Constant posting
4. Use trending hashtags
5. Jump on current trends
6. Create content that resonates
with your target audience
Go here to get inspired from successful
previous ads:
https://www.tiktok.com/business/en/inspirati
on
43. Clubhouse
More suited for sharing
1. Share information
2. Build a community here
3. Make use of the exclusivity of the app
4. Start rooms that taps into the niche areas of
your industry
5. Have a good bio
6. Join rooms / conversations that relate to your
business/ industry
7. Collaborate with other industry leaders
44. Waze
Suited for businesses with physical locations.
It’s a geo-location marketing.
It’s also one of the best GPS focused services
(compared to google, apple or bing maps)
Methods to use:
1. Use pins as your virtual billboard
2. Pop up ads where drivers have to stop (jam
prone zones, traffic lights, etc)
3. Ads for search (appear when people search for a
location related to you – about RM5 daily)
45. Other trends
1. Video marketing
2. Podcasts
3. Influencer marketing
4. Webinars (virtual events)
5. Personalization (first/last names, interest
specific ads)
6. Real time geo-fencing (targeting someone
based on their current location – Waze)
7. Moving digital billboards (on car banners/
stickers)
Hinweis der Redaktion
is our website customer-oriented? How is the usability and browsing experience? Do we update our blog periodically? What is our website’s current positioning? And what is our social media presence?
