SlideShare ist ein Scribd-Unternehmen logo
1 von 35
2 out of 3
most innovative companies
1 2 3
most disruptive
companies
50
ABUNDANCE
INFORMATION
CHANGING BUYER
Need car
Gather
information
Evaluate
options
Buying
decision
Purchase
MARKETING SALES
CHANGING BUYER
Need car
Gather
information
Evaluate
options
Buying
decision
Purchase
MARKETING SALES
CHANGING BUYER
MARKETING SALES
Need car
Gather
information
Evaluate
options
Purchase
Buying
decision
TOFU
MOFU
BOFU
$
WHY
MARKETING
AUTOMATION?
1
ATTRACT
2 ENGAGE
2 ENGAGE
3
THE
HANDOFF
Scoring and Lead
Management
SALES AND
MARKETING
ALIGNMENT
DEMOGRAPHIC “FIT” SCORE
Positive Demographic Score
• Job title, industry, company size, region
Negative Demographic Score
• Generic or bad email address, no company (unemployed, self,
looking), job title
Page 18 © 2014 Marketo, Inc.#mktgnation14
+1 Click email
+1 Visit webpage / blog
+3 Early stage content
+5 Attend webinar
-10 Decay inactivity
Basic Engagement
+15 Free trial or contact request
+10 Pricing pages
+10 Demos
+12 Late-stage content
+8 Searches for specific keywords:
“marketo review”
Buying Intent
4
THE
CONVERSATION
Joe Smith
Opened Email
Beth Ray
Filled out Form
Glen Gary
4 Page Views
Jen Harvey
2 Page Views
Lisa Zhang
3 Page Views
Harold Samuel
Downloaded File
Lori Francis
Clicked Email Link
5
SALES
AUTOMATION
A Leads
B Leads
Add leads to campaign Email 1
Email 2
Email 3
STATS Email Open Clicked
Auto-Touch Email 3 44% 21%
Industry Average 22% 3%
Link Clicked Clicked
1. Going to
purchase
6%
52%
2. Investigating
solution
9%
3. Reach out next
month
37%
Not interested 48% 48%
65
%
NO LEAD LEFT BEHIND:
SLA’S
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
Day 7 If stale, reminder
Day 8 If stale, reminder cc boss
Day 9 If stale, alert executives
ATTRACT NEW LEADS
ENGAGE PROSPECTS
THE HANDOFF
THE CONVERSATION
AUTOMATED SALES FOLLOW-UP
TOFU
MOFU
BOFU
$
Accelerate Sales with Marketing Automation

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Accelerate Sales with Marketing Automation

Hinweis der Redaktion

  1. And as I was thinking about this, I ran into an HBR article… And I realized it’s YOU – the Marketing Nation that is leading this innovation
  2. Half marketo users
  3. Our #1 secret is that we believe that buying has changed forever, and that marketing and sales need to change as well. Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from sales. In this world, it made perfect sense for marketing to pass all leads over to sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention. Traditional marketing, characterized by Mad Men-style marketing, grew up in this era.
  4. Changed the way we work Changed what was expected of us Changed our careers Changed everything to what it means to be a marketer
  5. Lots of research available that supports this shift.
  6. Why Attract visitors to your content w/ SEO and social. Nurture them at MOFU. Focus though, is on
  7. Content discovery. Build your audience through content, great, but they need to find it.
  8. Why Attract visitors to your content w/ SEO and social. Nurture them at MOFU. Focus though, is on
  9. Why Attract visitors to your content w/ SEO and social. Nurture them at MOFU. Focus though, is on
  10. Here’s how Marketo does it. Latent behaviors – interest Active behaviors – buying intent