In today’s market, traditional media companies must adapt to the digital environment to grow their market share. It's a major challenge for media companies to efficiently identify quality leads, while both lowering the cost of acquisition and increasing their conversion rates. Join George Leith as he discusses how marketing automation helps you to identify hot leads and improve your sales process with information that's tailored to your prospects.

1. Why You Need Marketing Automation

2. GW (George) Leith
www.georgeleith.com
CONTACTCONTACT

3. November 25 2015

4. Product Insider
The Product Insider is a weekly newsletter
that highlights new features, plans and
concepts.
Contact support@vendasta.com if you’d like to
receive Vendasta’s Product Insider.

5. But first…

6. You Need This!

7. The Beta Program
Join by turning it on in
Partner Central.
> Customize
> General Product Settings
> Switch on “Enroll in Beta Program”

8. Reputation Management
View listing accuracy of Review Generation site suggestions

9. Social Marketing
Twitter leads moving to new leads tab

10. Marketing Automation
Why you need it!

11. 2015 and 2016 will be remembered as the
years of marketing automation.
BUT...

12. Background
“Traditional media companies that fail to actively
restructure and innovate around sales and sales
automation today will see a further erosion of
market share tomorrow, ceding revenue to the
growing list of digital competitors and alternatives
in the local digital market.”
Greg Sterling, VP of strategy
and insights, Local Search
Association

13. Background
● On average, it takes 59% of businesses up to six months to
fully adopt and implement a marketing automation platform 4
● 61% agree the implementation process is difficult 5
● 85% of B2B companies using marketing automation
platforms feel they’re not using them to their full potential 6

14. Obstacles that Prevent More Effective Use of Marketing Automation
Budget constraints
Poor integration between sales and marketing
Poor infrastructure to collect/analyze data
Lack of lead data & support from sales
Complexity of marketing automation software
Inability to find trained employees
Poorly defined ROI
Compatibility/interoperability issues
Belief that current methods are ok
Lack of performance standards
Source: B2BOnline, Marketing Automation: Best Practices in a Rapidly Changing World
32%
32%
30%
30%
23%
19%
17%
14%
12%
12%
So basically….

15. Challenge
Aside from budget, the main
obstacles with marketing
automation are integration,
complexity, and lack of data.
In other words: nothing is easy
or automated about it.

16. Solutions
What’s needed:
1) Smarter systems
2) Niche platforms that address the unique
needs for different spaces.
Start by thinking of your key stakeholders. What does each of
them need to do their jobs better?

17. Bob, Sales Manager Vern, Sales Rep Sally, Business Owner

18. What do Managers want?
● In-premise visits or calls—but how
do they get the appointment?
● Expectation management for the
manager’s team (and the data to
hold them accountable)
● Best sales practices and pipeline
management with robust analytics

19. What do Managers want?
● Lead analytics: time to connect,
number of connections, etc.
● Ability to track process after the lead
● Easy provisioning and fulfillment
● Marketing after the sale to grow
share of wallet

20. What do Managers want?
Campaigns that follow best practices:
○ Contact leads 10x for max engagement
○ Alerts upon engagement
■ Responding to web-generated leads
within 5 minutes equals 900% increase in
conversion7
■ The odds of calling to contact a lead
decrease by over 10x in the first hour7

21. What do Managers want?
● Out-of-the-box resources
○ Pre-written content, templates,
nurture campaigns proven to
produce results, etc.
● System that adapts to his/her pipeline
and doesn’t push more leads or
throttle leads based on availability

22. What do local businesses want?
● Relevant, prescriptive content
● Education: solutions to the problems they’re
facing (and the ones they don’t know they
have)
■ Marketing is about being helpful
● An agency of record; one login and one
contact for all of their marketing solutions
● To know how they compare to competitors

23. Local businesses trust their reps
Importance of Having a Dedicated Sales Rep When Making Marketing Decisions

24. They also want simple solutions

25. The Core
● Usual suspects: Lead source management, lead scoring, email
systems, rules-based delivery logic, etc.
● Automated, personalized content to drive engagement
● Easy onboarding process, lower cost of acquisition
● Close connectivity between sales and marketing
CommonHardtofind

26. Uncovering Content
Content is the most critical component for any marketing
campaign. It needs to be relevant, timely, valuable,
personalized and permission-based.

27. Uncovering Content
Costs for a simple 4 email campaign
Strategy & planning $50/hour/person x 1-2 days
Labour (designer, copywriter, email
testing, etc.)
$50/hour/person x 2-3 days
Images licensing $50 - $100
Opportunity costs ???
Total $5,000+

28. Provide a Report, Capture a Lead
Tips for capturing a local business owner’s attention:
● Give businesses a report with their grade
○ Embrace the “report of pain” mentality
● Compare them to others in the industry
● Create a rock-solid script that can speak to all
pain points and opportunities when they/you
call

31. 27.4% 31.3%
Open Rates Click-Through Rates
OMG, it’s about me!
Industry Avg: 15.2%8 Industry Avg:
6.3%8
Up to 50% Up to 75%

32. Take Advantage of the Data
Now that you’re sending relevant and
personalized content, take action on it
immediately!
● See who’s opening emails and engaging with content
● Reach out to the ones who are engaged ASAP
● If at first you don’t succeed, try again (and again and again...)
● Talk to the SMB’s pain points based on the content they
interacted with

33. Prepare
Tip #379: Have a talk-track for every scenario

34. Tying content to automation
Personalized content
automatically generated
Customer interacts
with content
Assigned sales rep
receives an alert
Sales rep follows up
with the hot lead
1 2 3 4

35. You’ve got a Hot Lead!
● Tie your real-time
engagement data
into notification
system
● Create a culture
of responding to
qualified leads
immediately
(within 5 minutes)

36. Connecting is Tough
● In 2007, it took an average of 3.68 cold call attempts to reach a prospect; today, it takes 8
attempts.9
● Only 2% of sales are made on the first contact, while 80% of sales are made on the fifth
to twelfth contact10
○ 44% of sales people give up after one "no", 22% give up after two "nos", and 14% give
up after three "nos"11
● The average salesperson makes 8 dials an hour and prospects for 6.25 hours to set one
appointment9

37. Best Day
Do you know your best
sales day?

38. Best Time
Do you
know your
best sales
time?

39. Evergreen Marketing
What is evergreen marketing?
Continually marketing to prospects on
an ongoing basis until they have
signed up for all relevant products and
services.
In a perfect world, this is a never-
ending campaign that delivers
automated content to your customers
based on which products they don’t
have.

40. Modesto Bee Case Study
730
Prospects
359
34% Open
49% CTR
49.2%
Prospect > Lead
Conversion
$55K+
In Revenue

41. Onboarding
Don’t forget about Bob the sales manager.
He’s looking for:
● Smooth onboarding
● Easy provisioning
● Marketing after the sale to
grow share of wallet

42. Tracking & Analytics
For marketing automation to be successful, it must be
closely tied to your CRM.
● Simple reports and to-dos for reps
○ Make it easy to see how their
pipeline looks and what they
have to do next
● Remove as much manual reporting
from your process as possible

43. Questions?
George Leith
Vice President of Sales

44. Premium Sales Team
Ches George Jed Jackie Song
Lorie Blair Michael Chris Darren

45. Inside Sales Team
Todd Ryan Landon Rylan Simon
RafJeff Justin Michael Taylor Michael
Cameron

46. Sales Success Team
AmyMandi Michelle

47. Partner Success Team
CherylRichard

48. Sales Development Team
Julia Tim

49. GW (George) Leith
Vice President of Sales
306-955-5512 Ext 128
306-715-4664 Cdn. Cell
702-701-2556 US Cell
gleith@vendasta.com
220 3rd Ave. S.
Saskatoon, Sk Canada
S7K 1M1
CONTACTCONTACT