Learn how to create the Ultimate Lead Machine, an Automated Marketing ecosystem that attracts qualified leads through an integrated marketing strategy, nurtures those leads by delivering the right personalized message at the right time, and scores the interactions to deliver ready buyers, for the first purchase and the next.
2. Marketing Challenges ?
• Not enough leads to feed the sales funnel
• No easy way to qualify leads
• No way to effectively nurture leads
• Big gaps in follow-up from sales team
• Can’t see where the leaks are in the pipeline
• Don’t know which tactics are driving revenue
“Only 27% of leads sent directly to sales are qualified.” – Marketing Sherpa
3. Marketing Challenges
• Buyers have more information than they can use
• Many marketing tactics are ignored because they don’t get the
attention of the target – must be personalized
• Nurturing leads with relevant content is now required
4. Why?
At Biznet Digital, we believe that the Internet provides
an opportunity for value and quality to stand out over
greed and the status quo.
We are passionate about helping great small and mid-
size companies leverage marketing technology to grow
and prosper.
5. Agenda
• Modern Marketing Landscape
• Promise of Marketing Automation
• MA Fundamentals
• Lifecycle of a Prospect
• First Steps
10. Buying Has Changed
Source: LinkedIn
“The average sales cycle has increased 22% over the past 5 years due to more decision
makers being involved in the buying process.” SiriusDecisions
13. What if you could…
…Know what your prospects want before they tell you?
… Allow them to self-select the information that matters
most?
…Engage them at exactly the right time, every time,
with the right message automatically?
14. Promises of Marketing Automation
• Generate more leads
• Increase number of qualified leads
• Drive more sales
• Balanced sales and marketing resources
• Increase average sales price
• Improves up-selling and cross selling
• Measure marketing effectiveness
• Provide a perpetual lead generation machine
15. What is the Ultimate Lead Machine?
…A technology driven ecosystem for prospects and clients that:
• Educates, inspires and nurtures
• Provides personalized, timely information
• Guides prospects through the sales process
• Automatically delivers the right message at the right time
• Identifies sales-ready prospects
• Tracks and proves the ROI for every marketing tactic
• Creates the optimal marketing system
17. Visitor ID
• Identify and profile website traffic to identify anonymous visitors
• Create unique profiles for every visitor
• Convert ideal visitors to leads by matching against big data source
18. CRM
• Record customer contact information
• Track all interactions with the prospect, manually and digitally
• View status in sales process
• Manage campaign participation
19. Behavior Analytics
• Know how your prospects and customers interact with your
messaging wherever they receive it – on your website, via email,
socially, etc.
• Know what’s important to them and you
• Use data to personalize campaign messaging
20. Email Automation
• Create personalized, relevant, timely messages
• Trigger messages based on prospect’s actions
• Measure engagement and personalize response
• Align message with stage of funnel
21. Campaign Analytics
• Track all marketing campaigns
• A/B Test Messaging and Activities
• Optimize for best results
• Prove Return on Investment
22. Lifecycle of a Prospect
The relationship begins when
a prospect visits your website
through:
• Search
• Social
• Email
• Direct
24. Incentivize Visitors to Self Identify
Offer visitors Gated
Content or promotions in
exchange for contact
information, email
address, phone, etc.
25. Track Web Activity
• Know every page your
prospect visited
• Flag Important Pages to
identify prospects
• Score actions to
evaluate quality,
interest and readiness
26. Track Activity
• Know every page your
prospect visited
• Flag Important Pages to
identify prospects
• Score actions to
evaluate quality,
interest and readiness
27. Nurture
• Continue to reach out
via email and monitor
site activity
• Personalize the
message based on
user actions, scores,
and interests
28. Close the Business
When a prospect’s score
predicts that they are
ready to buy, engage
directly by turning them
over to the sales team to
close
29. First Steps
• Define/review buyer personas – your “Target Market”
• Review existing marketing content and collateral
• Assess website’s ability to attract and nurture
• Optimize website for lead generation and nurturing
• Review/upgrade/replace/enhance technology for content
management, marketing analytics, email, lead generation, lead
nurturing, and scoring
• Define KPI’s and configure reporting tools
32. How Biznet Helps
Consult
Assist with Strategy, Planning
Implementation, and
Optimization
Train
Teach marketing and sales
teams how to use and
maximize Marketing
Automation technologies
Fuel
Create blogs, articles, case
studies, infographics, videos,
and more to fuel your
Ultimate Lead Machine
Choose your path: DIY, Collaborative, or Fully Outsourced
33. About Biznet
At Biznet Digital, we embrace the communication shift empowered by
the Internet. Since 1994, we have adapted to advancements in
marketing technologies and are passionate about helping clients utilize
the proper tools to grow.
We help businesses by providing sales & marketing technologies,
including Marketing Automation training and support for marketing
services such as content development, digital advertising, social media
management, and website and mobile app development.
34. Why Biznet?
Experts at :
• Digital strategy
• Architecture
• Infrastructure
• Deployment
• Digital Marketing
• Campaign Development
Industries Served:
• B2B and B2C
• Professional Services
• Manufacturing /
Automotive
• Technology
• Healthcare
• Education / Non-profit
35. Biznet Development Services
• Application Architecture & Strategy
• Website Development
• Content Management System (CMS)
selection and deployment
• Ecommerce Solutions
• Mobile Applications
• Custom Software Development
36. Biznet Digital Marketing Services
• Marketing Automation Strategy & Consulting
• Search: Organic & PPC
• Content Marketing
• Social Media
• Email
• Display
• Affiliate
• Mobile
• Reputation Mgmt
• Directory Mgmt