What is Marke,ng Automa,on?

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2 What is Marke,ng Automa,on? New Class of Smart So:ware Decision trees Ar,ficial Intelligence Lead Scoring Systems So:ware analyzes and monitors the behaviors of website visitors Transfers them to CRM when they are qualified lead ASHER GLOBAL LEADERS IN SALES STRATEGIES 2

3 Marke,ng Automa,on Defini'on of Marke'ng Automa'on Marke'ng: conver'ng a website visitor into a qualified lead by educa'ng and nurturing Automa'on: all the educa'ng and nurturing happens automa'cally, with no human involvement The Objec've of marke'ng automa'on Get qualified leads and give them to salespeople Grow revenue for the company ASHER GLOBAL LEADERS IN SALES STRATEGIES 3

4 Benefits of Marke,ng Automa,on The correct way of responding to the way 70% of the buyers are now buying Disrup'ng the telemarke'ng industry Buyers answer the phone less frequently now They respond less frequently to unsolicited s Salespeople now only pursue qualified leads Marke'ng is now more efficient and can more easily demonstrate an ROI ASHER GLOBAL LEADERS IN SALES STRATEGIES 4

5 A REVOLUTIONARY NEW REVENUE GENERATION PROCESS Internet Marke,ng (get new leads) Blog (get new leads) Social Media (get new leads) Engage the customer with an interac,ve website Marke,ng Automa,on (Automa,cally nurture, educate and qualify the new lead) Automa,cally transfer to salespeople via CRM ASHER GLOBAL LEADERS IN SALES STRATEGIES 5

6 INTERNET MARKETING Push Pull - Blasts (buy lists from vendors) - Press releases - e- NewsleXers - Search Engine Op,miza,on(SEO) - Pay per click(ppc) SEO is the first biggest generator of new leads ASHER GLOBAL LEADERS IN SALES STRATEGIES 6

7 ADOPTION BY COUNTRY PULL(SEO/PPC) USA 50% France 30% Germany 30% India 20% Brazil 20% China 10% ASHER GLOBAL LEADERS IN SALES STRATEGIES 7

8 2-3 posts per week words each Blog For every 15 blog posts 10 should be about related items 4 should be about the company s brand or products 1 should be adver,sing/offering discounts Use zerys.com to write blog ar,cles The second biggest generator of new leads Content is king right now ASHER GLOBAL LEADERS IN SALES STRATEGIES 8

9 SOCIAL MEDIA USA China Facebook Ren Ren LinkedIn LinkedIn TwiXer Sina/Weibo You Tube Youku th The third biggest generator of new leads ASHER GLOBAL LEADERS IN SALES STRATEGIES 9

10 INTERACTIVE WEBSITE Interac,ve Website Educa,on White papers Research papers Videos/connec,on to Yu Ku/You Tube ROI calculators Must be engaging to prospect ASHER GLOBAL LEADERS IN SALES STRATEGIES 10

11 MARKETING AUTOMATION New Class of So:ware - Decision trees - Ar,ficial Intelligence - Lead Scoring Systems Marke,ng - Taking a new lead and nurturing, educa,ng and qualifying it. - Turning the qualified lead over to sales Automa,on - No human involvement ASHER GLOBAL LEADERS IN SALES STRATEGIES 11

12 We align your selling with customer buying Today s prospects research service provider alterna,ves (using Google, website visits, etc.) well before a salesperson is aware that the prospect has become both iden'fied and qualified. Un,l recently, these web- based prospect researching steps have been invisible to most salespeople and companies ASHER GLOBAL LEADERS IN SALES STRATEGIES 16 12

13 Automa,on is at a Tipping Point Forrester Survey shows 19% of all B2B organiza,ons will implement marke,ng automa,on in 2012 Another 17% will expand their usage in 2012 Reasons include Price tags have come down User interfaces have greatly improved Sales force automa,on has reached maturity, and companies need to get more from their CRM investment Dismal results from cold calling and unsolicited s are pushing marke,ng and sales to adopt a lead nurturing approach ASHER GLOBAL LEADERS IN SALES STRATEGIES 13

14 Manufacturers Now Using Marke,ng Automa,on Marke,ng automa,on first used by technology companies According to Forrester, 20% of manufacturing companies plan to implement marke,ng automa,on in 2012 Manufacturing company Toro is deploying marke,ng automa,on a:er three years of using Salesforce.com because it recognizes that it needs stronger lead management capabili'es to deepen its rela,onship with core customer bases like golf courses, rental agencies, and landscape contractors ASHER GLOBAL LEADERS IN SALES STRATEGIES 14

15 Marke,ng Automa,on Provides High ROI Sources: Focus Gartner Aberdeen ASHER GLOBAL LEADERS IN SALES STRATEGIES 15

16 Marke,ng Automa,on ROI Lead Conversion Rates Sales - with markebng automabon - works because it: Increases the number of leads and prospects moved through the funnel Bid/Win RaBo 150% Higher Average Close Rates 181% Higher 2 4x Higher When Using Lead Scoring Companies that use marke,ng automa,on* * DemandGen reports Gives you real-,me visibility into your end- to- end pipeline Manages your nurture cycle un,l hand- off to sales Focuses on marke,ng channels that drive the highest conversion rates Calculates customer acquisi,on rates/ costs by marke,ng channel Iden,fies when campaigns or ini,a,ves drive above average close rates 16

17 The Key Elements of Marke,ng Automa,on What it takes to deliver the right message, to right person, at right Bme ASHER GLOBAL LEADERS IN SALES STRATEGIES 17

18 Marke,ng Automa,on Roadmap 1.Suspect à 2. Inquiry à 3. Marketing Qualified lead à 4. Sales Accepted Lead à 5. Sales Qualified Lead à 6. Opportunity ASHER GLOBAL LEADERS IN SALES STRATEGIES 18

19 Lead Scoring System Example Joe is a poten,al distributor who clicks on a Save now on ENERGY STAR link and registers. We give him 10 points and Business rule says send Products Immediately, he gets a about ENERGY STAR products, but doesn t click on any links. No change in lead score. Biz rule says send out Air Condi,oners in 1 week A week later he gets a second just on ENERGY STAR air condi,oners. He opens it and goes to a landing page 5 points added Joe then clicks on a link on the landing page to view all the air condi,oner products and he clicks on a number of them 10 points added and Biz Rule says send PDF 2 days later Joe gets a Air Condi,oners Catalogue PDF and downloads it 20 points added Next day, he views the vendor pricing pages 30 points added... auto trigger sends qualified lead to company s ASHER- trained sales team and to Haier s CRM Clicks on Landing Page Link Views Catalogue PDF On to Sales 19

20 #1 Key Challenge of Marke,ng Automa,on Important to get your messaging strategy right ASHER GLOBAL LEADERS IN SALES STRATEGIES 20

21 #2 Key Challenge of Marke,ng Automa,on Important to get your content strategy right ASHER GLOBAL LEADERS IN SALES STRATEGIES 21

22 Marke,ng Automa,on Process Makes The Sales Process More Efficient AND Effec,ve ASHER GLOBAL LEADERS IN SALES STRATEGIES 22

23 Where ASHER Strategies Can Help ASHER GLOBAL LEADERS IN SALES STRATEGIES 23