Marketing Automation
A Practical Approach
- Chandresh J. Shah
Marketing
• What is Marketing?
• Product Marketing
• Marketing Execution
Marketing Execution
• Strategy
• Plan
Marketing Automation
• A Process
• NOT a Software
Goal - Sales
• Marketing Responsibilities – Execution
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•
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•
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Lead Generation
Engagement
Conversion
Customer Engagement
Satisfaction – Word-of-Mouth
Foundation - Content
Lead Generation – Conversion Points
• Opt-Ins
• Entry click-in – SEO / SEM / PPC
• Call – in
• Engagement
• Lead Aggregators, Paid leads
Small Steps
• Visits
• Browse
• Sign-up for ‘stuff’
• Abandonment
Conversion
User
Context
Conversion
Logic
Funnel
Design
Conversion Logic
• Best Practices
• A/B and Multivariate testing – colors, columns, white space,
buttons
• Red vs. Green buttons – vary according to industry, company,
site
• No Consideration for User Content
User Content
• Everything about your Potential Clients
•
•
•
•
•
•
•
Who are they?
Where they came from?
Where are they now?
What do they know?
Reason for browsing
Are they home? Clinic? Using desktop? Tablet?
Are they trying to solve a problem? Changing EMR? MU Incentive is the
motive?
• How knowledgeable are they?
• Search Engine or campaigns or other media
• How close are they to being ready to buy?
Funnel Design
• Not just for Sales – Marketing AND Sales Process
• Series of steps that lead visitors through website and other
marketing and sales tactics towards ultimate conversion
point.
• Can and should have several funnels depending on your
business model
• Micro conversions
• Bottom line conversions
Funnel
Funnel Standard
Funnel - Leaks
Funnel – Top Heavy
Funnel - Lean
Plinko
Funnel - Hourglass
Buyer Expectations - ZMOT
When to
Sell?
What do
they
Need?
Marketing
Automation
Will they
Buy?
How to
Reach
Them?
3 Reasons for Marketing Automation
1. You Don’t want to miss out on your leads
• 79% of Marketing leads are not pursued (salesforce)
2. You want to engage with HOT prospects quickly
• 78% of sales goes to vendor that responds first (salesforce)
3. Be on Top of mind for your prospects
• Nurtured leads deliver 47% higher average order values than nonnurtured leads (Aberdeen)
SEO, PPC, Offline, DM, Social
Website
CRM
Lead
Qualified 1
Groups
• Workflows
• Activities
• Sales alerts based on
criteria
Marketing Automation
1. Simplifies Business Processes
2. Brings Efficiency
3. Ensures Growth
Webform  Landing page
@@@
Drip Campaign @ @ @ Score Leads
Drip Campaign @ @ @
Qualified 2
Demo
Negotiate
Event – online, offline
Lead Scoring
Workflows
Prediction
Analytics
PURL + Print
Social
Collaboration
Drip
Campaigns
Marketing Automation Vendors
Marketo
Infusionsoft
Pardot
Eloqua
Greenrope
Act-on
Salesfusion
Hubspot
Callidus