Mapping Your Marketing Processes to Automate Them
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In this informative webinar,we will walk us through the secrets of utilizing marketing automation to: - Identify marketing means and approaches that will benefit your company - Create a campaign process that will reach your specific, targeted prospect audience - Learn how the alignment of sales and marketing efforts creates effective, revenue-generating company results
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Mapping Your Marketing Processes to Automate Them
- 1. Mapping Your Marke.ng Processes To Automate Them
- 2. A li8le about me • Sold knives to SaaS and everything in-‐between • Ran marke7ng for small startup • Brand New Uncle
- 3. Marke.ng Automa.on is Great Technology But it can fail
- 4. The Failure of Marke.ng Automa.on • Typically not a technology issue • Need a marke7ng process • No plan for targeted buyer personas • Focus on quan7ty and not quality (sales and marke7ng alignment)
- 5. Iden.fying the Marke.ng Process • Situa7on Analysis • 5 C analysis • SWOT analysis • Marke7ng Strategy • Targe7ng • Segmenta7on • Content Planning • Value Proposi7on • Marke7ng and Sales Alignment
- 6. Situa.on Analysis • 5 C’s • SWOT Analysis • Company • Strengths • Customers • Weaknesses • Compe7tors • Opportuni7es • Collaborators • Threats • Climate
- 7. Targe.ng and Segmenta.on • Targe7ng • Segmenta7on • Single segment • Loca7on • Selec7ve specializa7on • Company type • Product specializa7on • Behavioral • Market specializa7on characteris7cs • Full market coverage
- 8. Content Strategy • Editorial strategy • Web wri7ng • MetaData strategy • SEO • Content management strategy • Content channel distribu7on strategy
- 9. Value Proposi.on • Crea7ng segmented value props • Discover, don’t dictate • Isolate discoveries
- 10. Sales and Marke.ng Alignment • Tie marke7ng and sales goals together • Clear defini7on of a lead • Clear defini7on of rou7ng • Process that allows sales teams to push leads back to marke7ng
- 11. With a Process in Place
- 12. Sales and Marke.ng Alignment • “Set and Forget” marke7ng campaigns • Lead segmenta7on • Iden7fy marke7ng qualified leads • Lead rou7ng • Closed loop ROI repor7ng
- 13. Campaign Process Validate Offering Build Campaigns, Iden7fy Campaign Demand via Goals, Timing and Offering Research Budget Iden7fy Sales Develop Segments Create Collateral Team Support Track Success and Prep SEO, PR, Ads Launch Campaign Adjust as needed
- 14. Set and Forget Campaigns • Forms/Landing Pages • Page Views/Interests • Segment leads • Iden7fy hot leads • Route them to sales Run campaign
- 15. Lead Segmenta.on
- 16. Iden.fying Marke.ng Qualified Leads • Track online behavior to iden7fy interest • Create buyer profiles with a grading scale Visits Page Views Google AdWords Google Keyword Searches Yahoo Keywords Site Searches Drip Nurturing Email Clicks Email Opens Email Link Clicks Webinar Responses Twitter LinkedIn Facebook Website Chats
- 17. Lead Rou.ng
- 18. Closed Loop ROI Repor.ng • Two op7ons • Use CRM • Use Marke7ng Automa7on Tool Campaigns $$$$$$
- 19. Ques.ons
- 20. Contact Informa.on Pardot Adam Dewey 950 East Paces Ferry Rd Sales Manager Suite 3300 Adam.Dewey@pardot.com Atlanta, Georgia 30326 @adamdeweypardot hp://about.me/adamdewey 404.492.6845 x144 877.3B2B.ROI www.pardot.com