Practical Approach to Marketing Automation
This practical guide delves into marketing automation strategies, execution plans, lead generation, conversion points, user content, and funnel design. Explore how to optimize customer engagement, satisfaction, and drive conversions with insightful tactics and best practices in the marketing realm.
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Presentation Transcript
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 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
When to Sell? What do they Need? How to Reach Them? Marketing Automation Will they Buy?
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 non- nurtured leads (Aberdeen)
SEO, PPC, Offline, DM, Social Webform Landing page @ @ @ Website CRM Drip Campaign @ @ @ - Score Leads Lead Qualified 1 Drip Campaign @ @ @ Groups Qualified 2 Workflows Activities Sales alerts based on criteria Demo Event online, offline Negotiate Marketing Automation 1. Simplifies Business Processes 2. Brings Efficiency 3. Ensures Growth
Lead Scoring Prediction Analytics Workflows Marketing Content Automation Social PURL + Print Collaboration Drip Campaigns
Marketing Automation Vendors Pardot Marketo Infusionsoft Eloqua Greenrope Act-on Salesfusion Hubspot Callidus
