Marketing Automation

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Marketing Automation

• Insight in to interesting facts and figures that
  demonstrate the future of marketing.

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Marketing

• What is Marketing?
• Product Marketing
• Marketing Execution

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Marketing Execution

• Strategy
• Plan

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Marketing Automation

• A Process
• NOT a Software

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Goal - Sales

• Marketing Responsibilities Execution
• Lead Generation
• Engagement
• Conversion
• Customer Engagement
• Satisfaction Word-of-Mouth

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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

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Conversion
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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

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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?

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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

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Funnel
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Funnel - Leaks
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Funnel - Lean
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Plinko
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Funnel - Hourglass
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Buyer Expectations - ZMOT
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3 Reasons for Marketing Automation

• You Dont want to miss out on your leads
• 79 of Marketing leads are not pursued
  (salesforce)
• You want to engage with HOT prospects quickly
• 78 of sales goes to vendor that responds first
  (salesforce)
• Be on Top of mind for your prospects
• Nurtured leads deliver 47 higher average order
  values than non-nurtured leads (Aberdeen)

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SEO, PPC, Offline, DM, Social
CRM
Webform ? Landing page ? _at_ _at_ _at_
Website
Drip Campaign _at_ _at_ _at_ - Score Leads
Lead
Groups
Qualified 1
Drip Campaign _at_ _at_ _at_

• Workflows
• Activities
• Sales alerts based on criteria

Qualified 2
Demo
Event online, offline

• Marketing Automation
• Simplifies Business Processes
• Brings Efficiency
• Ensures Growth

Negotiate
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Marketing Automation Vendors
Pardot
Marketo
Infusionsoft
Eloqua
Act-on
Greenrope
Callidus
Salesfusion
Hubspot
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Thank You

• Presented By
• ExportHub.com