Avoid the law of diminishing returns in PPC with marketing automation. Create efficiencies in the funnel post lead acquisition to scale sales-ready lead volume and grow revenue!

1. Break Through PPC Optimization Walls
with Marketing AutomationUtah DCM
24 2018
August HDCDIGITAL.COM

2. © HDC | www.hdcdigital.com
REVOLUTIONIZING THE WAY COMPANIES THINK ABOUT & APPROACH GROWTH
ABOUT HEATHER COOAN
Heather is an entrepreneur, author,
international speaker, cancer survivor, & an
ex-roller girl. She founded HDC Digital, a
Phoenix-based digital & demand marketing firm.
Heather has served in digital marketing roles
both in-house and agency-side, spanning the
full funnel, across many verticals, both lead
generation, and eCommerce.
2
BACKGROUND INFO
HEATHER COOAN

3. Most Advertisers Still Use an Ad to Sales Rep
Model…

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Diminishing ReturnsPAID CHANNELS PLATEAU
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Negative ReturnsYOU CAN’T SCALE THIS
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6. © HDC | www.hdcdigital.com
Marketing Movies Up FunnelAMP UP CONTENT LEADS
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7. 73% of Leads are Lost
Without a prioritization system reps struggle
with leads that are not sales ready.
https://www.marketingsherpa.com/article/case-study/lead-scoring-effort-

8. Pretty Soon…

9. ENTER MARKETING
AUTOMATION…

10. Instead of Hammering Paid Channels…

11. Create Efficiencies Post Lead Acquisition!

12. © HDC | www.hdcdigital.com
THE DATA SPEAKS…
Making The Case for
Marketing Automation
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BUILD GROW
• Businesses that use marketing
automation to nurture prospects
experience 451% increase in qualified
leads.
– The Annuitas Group
• Nurtured leads make 47% larger
purchases than non-nurtured leads.
– Annuitas Group
• Nurtured leads experience 23% shorter
sales cycles.
– Market2Lead
“30%-50% of all sales
leads are not ready
to buy”
– B2B Research

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THE DATA SPEAKS…
Making The Case for
Marketing Automation
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BUILD OPTIMIZE
• Nurtured leads produce, on average, a 20%
increase in sales opportunities versus
non-nurtured leads.
– DemandGen Report
• Companies that Excel at lead nurturing
generate 50% more sales-ready leads at
33% lower cost.
– Forrester Research
“By 2020, customers
will manage 85% of
their relationships
without talking to a
human.”
– Gartner
Research

14. Marketing Automation Lifts ALL Channels!

15. WHAT IS
MARKETING
AUTOMATION?

16. 12

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OPPORTUNITY
CUSTOMERVISITOR RETURNING
VISITOR
KNOWN
NAME
PROSPECT LEAD
BOFUMOFUTOFU
MAP CRMWAP
Marketing Technology StackTYPICAL B2B BUSINESS
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18. The Role of
Lead Scoring
Lead scoring will dictate when someone gets entered into—or removed
from—a nurture stream.

19. © HDC | www.hdcdigital.com
Lead Scoring Criteria
AUTOMATICALLY FILTER &
QUALIFY
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Interest Score -
Behavior Data
• Website Activity
• Visits to Key
Pages
• Content
Consumption
• Forms/Offers
• Channel Source
• Email Activity
• Events Attended
Fit – Ideal
Customer Data
• Annual Revenue
• Years in
Business
• # of Employees
• Industry
• Website
Presence
• Business Email
• Job Title
FITSCORE
INTEREST SCORE

20. © HDC | www.hdcdigital.com
LEAD SCORING EXAMPLEAUTOMATICALLY FILTER & QUALIFY
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C
B
A
1 5432
D
FITSCORE
INTEREST SCORE
95+
86-90
91-94
81-
85
26-3031-
35
41-45 36-4046-50
51-55
56-60
61-65
66-70
71-74
75-80
0-
10
<011-
15
16-
20
21-
25
Threshol
d
Range Action Owner
A1 95+ Route
to SE’s
Sales
A2, B1-2 81-94 Route
to
SDR’s
Sales
Dev
A3-5,
B3-5,
C1-5,
D1-3
10-80 Nurture Marketi
ng
D4-5 0-10 Groom &
Scrap
Marketi
ng

21. © HDC | www.hdcdigital.com
ALIGN LEAD SCORE WITH
FUNNEL METRICSAUTOMATICALLY FILTER & QUALIFY
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MQL
Opportunity
Won
Lead
Subscriber
Visitor
SQL
Awareness
“Why Buy?”
Consideration
“Why Buy Now?”
Decision
“Why Buy From Us?”
Hand Off

22. Build Powerful and Dynamic
Segments
Go beyond the general demographics and include new data
points such as the web pages visited, how long they stayed
on your website, and how you obtained their email

23. © HDC | www.hdcdigital.com
USE ALL THE DATA!
Creating New Segments
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BUILD OPTIMIZE
• Location
• Content opened
• Content downloaded
• Phase in customer’s
journey
• Website engagement
• Device used
• Blog subscription
• Product interest
• Referrer site
• Lead source
• Promotions they
engaged in
• Abandoned cart
• Lead Score
• And much more!
“78% of top performing
marketers list
segmentation as the #1
marketing-automation
capability they can’t live
without”
– Gleanster

24. Match Content to the
Buyers Journey
Provide the right content at the right time in their buyer’s journey.

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Nurturing Content FunnelBUYERS JOURNEY
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Awareness Consideration Decision
Experiencing
symptoms and
doing research
to understand,
frame, and give
a name to their
problem or
opportunity.
Has given a
definition and
name to their
situation, and is
committed to
researching
available
approaches and
methods to solve
it.
Has decided on a
solution strategy
and is compiling a
list of
vendors/products.
Will whittle down
to short list
before making a
decision.

26. © HDC | www.hdcdigital.com
Nurturing Content FunnelBUYERS JOURNEY
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Awareness Consideration Decision
• Product Reviews
• Proof Points
• Testimonials
• Webinars w/
Customers
• Case Studies
• Thought Leadership
• Industry Trends
• Pain Points
• Webinars w/
Influencers
• eBooks, Guides,
Checklist
• Special Buy Now
Promo
• Live Demo
• ROI Calculator
• Speak to Sales

27. © HDC | www.hdcdigital.com
MARKETING AUTOMATION BY
FUNNEL METRICAUTOMATICALLY SEGMENT BY SCORE
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Awareness Awareness
Consideratio
n
Consideratio
n
Decision
Making the
selection
Awareness Knowledge/education/lead
gen
Lead gen/pipe development
Create
awareness
around a new
problem
Help buyer
identify
needs in
solving the
problem
Align
solution
with
specific set
of business
needs
Demonstrate
core
features
and
functionali
ty
Align
problem
with
business
issues;
drive
urgency
Validate/
reinforce
choice
Suspect
Campaigns
Prospect/Opportunit
y
Campaigns
MQL SQL OPP ClosedLeadSubscriber
Welcome
Campaigns
Customer
Campaigns

28. 22
Welcome Email
Audience: new
subscriber responses
in database with no
known product or area
of interest who has
not reached Lead
status
Treatment: Welcome to
the Virtuous
Ecosystem!
Pre-MQL
General Tracks
Audience: new Leads
in database with no
known theme of
interest who have not
reached MQL status.
Also the “catch all”
nurture.
Treatment: educate
about value prop &
differentiate brand;
engage to further
profile MQL
Tracks: Topical, Theme Based
Pre-MQL
Themed Tracks
Audience: new Leads
in database with
known theme of
interest who has not
reached MQL status.
Treatment: educate on
selected theme;
engage to further
profile MQL
Tracks: Topical
themed emails sent
out weekly then added
to 3-part mini track

29. 22
Sales Turn Back
Audience: an opportunity routed
to sales that has been closed
lost with a reason.
Treatment: defined by closed lost
reason
Tracks: Need to build based
on dispositions.
Zombie
(inactive)
Audience: MQL contacts that have
not taken action for 180+ days.
Treatment: provide value by
offering an educational asset –
try to re-engage. Put them to
sleep for 6 months and try again
if they do not engage.

30. Timing Your
Nurture Emails
The best send frequency depends on the length of your sales cycle.

31. Short Sales Cycle
•Reach out more often -
stay top of mind and get
them to respond quickly.
•2+ emails per week
•3-4 weeks in duration
•6-8 emails
•Beginners Tip: Try
sending 3 emails every
3-5 days apart and then
iterate from there based
on results. Use a
content funnel!
Longer Sales Cycle
•If your sales cycle is
more than a few months,
wait longer in between
sends.
•1 email every 1-2 weeks
•2-5 months in duration
•6-10 emails
•Beginners Tip: Try
sending 3 emails 1-2
weeks apart and then
iterate from there based
on results. Use a
content funnel!
Pre-
MQL

32. Value Nurture
•Focus on pain points in
messaging and leverage
case studies.
•1 email every 1-2 weeks
•3 months in duration
•6-12 emails
•Sample Reason: The lead
was turned back because
they felt the product or
service was too
expensive.
Long-Term Nurture
•Focus on awareness level
education and mix in
case studies.
•1 email every 2-4 weeks
•6-12 months in duration
•10-12 e-mails
•Sample Reason: The lead
was turned back because
they just started their
business and are not a
good fit for the product
just yet.
Turn
Back

33. Linear and
Dynamic
Let your leads choose the content they want to consume,
and at the speed that they want to consume it.

34. Use an accelerator to advance or decelerate leads based on
Dynamic
Linear

35. REVISIT AD
STRATEGY FOR
FULL FUNNEL

36. © HDC | www.hdcdigital.com
Optimize Paid Channels to
Compliment Marketing AutomationSCALE THE MACHINE
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37. Paid Channels Support the Funnel & Database,
Not the Sales Team.

38. Paid Channels Are Back On Track!

39. HCOOAN@HDCDIGITAL.COM
+669.228.1380
www.HDCDIGITAL.com
Chandler, AZ
CONTACT