A basic primer on marketing automation, lead management and demand generation as presented by Michael Ward, Founder & CEO of Net-Results Marketing Automation.

1. Marketing Automation
Basics, an Introduction,
and Knowing the Path
Michael Ward, Founder & CEO

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• 60-70% of the qualified leads that engage (live, web, email) will buy
from you or competitor within 12 months (IDC)
• Lead management leads to 10% increase in annual revenue
according to (IDC)
• Marketing automation decreases costs -per-lead by 44% on avg (IDC)
• 83% of the B2B buying process starts with search (Sirius Decisions)
• Sirius Decisions expects the adoption of marketing automation
technology to increase to 50% by 2015

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Marketing Has Changed
Prospects research online before buying
Long before buying for B2B

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Prospects doing research
want information.
What do they want to know?

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• What questions they should be asking
• Guides, Reviews, Overviews
• How-To’s, Tips, “Thought Leadership”
• Case Studies, Product Comparisons
They really just want to know how to succeed.

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The company that
provides this information
builds a relationship with
the prospect.

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Be the source.
Give prospects the information they seek
…in exchange for their contact info
This is called “Offer Content”

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“Inbound Marketing”
Generate Leads
at the Top of
the Funnel

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“Nurture” these captured
prospects:
Give them the information they seek.

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“Lead Management”
(marketing automation)
Nurture Leads
through the
Funnel

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What is “Lead Nurturing”?
Feed your prospects’
hunger for information

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A Basic Process:
• Capture Leads
• Categorize by who they are (qualifications) & where
they are in the research/buying process (you’ll need
excellent segmenting capabilities to do this well)
• “Nurture” those prospects with information
relevant to where they are in the process (send
them emails with the information they seek)

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Marketing Automation
allows you to automate…
• Lead Capture
• Lead Classification (early/late stage,
well/poorly qualified, etc.)
• Nurturing them with appropriate content

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Put simply…
Email, track, score, repeat.
(well, that’s putting it very simply but I’ve only got
20 minutes to get through this presentation)

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What’s hard?
• Understanding (or developing) your lead management
process – what are you going to automate?
• Feeding the inbound marketing & lead management
machine with content

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What’s easy?
Using Net-Results
Marketing Automation
(of course)

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Unmatched
Segmentation
Capability.
Simple segments
are created in
seconds. Complex
segments in a few
more seconds.
Use your segments
to drive Alerts,
Reports,
Campaigns, Lead
Scoring, Auto-CRM
import, List
Management &
More.

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Snazzy Analytics!
Build any Segment you like and analyze instantly! Unlike
anything available from any other marketing automation system
(of course)

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Simple Drip&
Nurturing
Campaigns
Campaigns can
branch based on
simple Yes/No
questions or
complex segment
conditions of your
creation (that take
only moments to
create & are
impossible with all
the marketing
automation systems
you may be looking
at)

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Great Dashboards!
Always know exactly where you stand – and communicate
to executives with charts and data that illustrate
the great results you’re achieving!

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Beautiful Reports
Straight to your Inbox
Set it and forget it.
Until the awesome
stats come in. Then
forward them around
the office and
brag about the arse
you’re kicking.

22. Thank you
Michael Ward, Founder & CEO
mward@Net-Results.com
www.Net-Results.com
@NetResults