Client Engagement. Marketing and Marketing Automation. Generate More Leads, Convert Them To Revenue, Prove Marketing ROI

Transcription

1 Client Engagement Marketing and Marketing Automation Generate More Leads, Convert Them To Revenue, Prove Marketing ROI

2 Our new product suite Content personaliza.on Lead genera.on Automa.on Segmenta.on Deliverability Sending capacity Inbox exper.se design List management Campaign analysis

3 $2B Market and growing Key segments Crea.on Integra.on Analy.cs Delivery. Marketing Spend (US$ millions) Market Growth Trends $3,000 $2,500 $2,000 Creative $1,500 Integration Analytics $1,000 Delivery $500 $ Creative $ 319 $ 352 $ 383 $ 417 $ 451 $ 486 Integration $ 223 $ 247 $ 269 $ 293 $ 318 $ 343 Analytics $ 383 $ 444 $ 506 $ 569 $ 635 $ 706 Delivery $ 583 $ 651 $ 717 $ 787 $ 858 $ 933 Total $ 1,510 $ 1,694 $ 1,875 $ 2,066 $ 2,262 $ 2,468 Source: Forrester Research Marketing Forecast (US) 3

4 Digital marke.ng environment Over the last 2 years, has been the fastest growing customer acquisi.on channel. Custora, E- Commerce Customer Acquisi.on Snapshot 2013 E- mail is at least 3.mes more effec.ve than social media at promp.ng purchases and the average order value is 17% higher. emarketer, Feb 2013

5 Compe..on is Increasing According to a study by Radica. Group, volume will con.nue to increase.

6 Consump.on is Evolving People are reading more s on- the- go 51% of all s are opened via mobile device The iphone was the #1 client in 2013, making up 26% of market share versus Outlook at 14%. Source: Litmus Analy.cs from January December, h_ps://litmus.com/blog/ - client- market- share- where- people- opened- in- 2013

7 Consump.on is Evolving More people are shiaing towards Gmail, which holds a 15% market share among clients. The Gmail introduc.on of tabs for filtering resulted in a 27% decline in opens. Source: Litmus Analy.cs from January December, h_ps://litmus.com/blog/ - client- market- share- where- people- opened- in- 2013

8 Changing Buyer Landscape Pre-sale engagement has changed dramatically: Buyers used to have very limited information. Now they have more than they can even use. "The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process SEO PPC - SiriusDecisions

9 What does this mean for marketers? Increased compe..on in the inbox and consump.on habits causing less a_en.on paid to s, there s one thing marketers absolutely must do: If you don t want your marketing message to get ignored, it needs to be more targeted and personal then ever before.

10 Client Engagement Use behavior- based automa.ons & segmenta.on to send the right message to the right person at the right *me through the right channel.

11 Client engagement The Marketing Problem What Is Marketing Automation?? How Does It Help? The Automation Difference

12 The Marketing Problem Start Roadblocks Not enough leads to feed the sales funnel No easy way to qualify leads No way to effectively nurture leads Big gaps in follow-up from the sales team Can t see where the leaks in the pipeline are Don t know which tactics are driving revenue Closing the sale Only 27% of leads sent directly to sales are qualified. - MarketingSherpa

13 A Preview Of Marketing Automation Marketing Automation is a set of tools that let companies: Generate more leads by identifying anonymous web visitors and capturing them with forms, so your sales funnel stays full Increase number of qualified leads by nurturing all leads with personalized content Drive more sales by identifying sales-ready leads for the sales team, and helping them follow up as fast as possible Improve up-selling and cross-selling by developing and retaining existing customers See comprehensive ROI for every marketing tactic by tracking the entire sales process from end-to-end

14 The Marketing Solution Sail through those roadblocks: Fill your sales funnel by capturing leads with great content gated by dynamic forms. Identify highly interested and sales -ready leads with lead scoring. Develop leads that aren t salesready by automatically putting them on nurturing campaigns. Optimize Campaign GENERATE LEADS DRIVE SALES MEASURE ROI Instantly notify salespeople about leads that are ready to buy. See exactly when leads fall out of your pipeline and take action. Know which tactics are driving revenue with end-to-end ROI

15 Connect with customers 1. Use gated content to capture leads Monthly insiders blog to invitees only Landing pages focusing on conversion Downloadable white papers Social media driving people to the site Quarterly webinars on important topics Customer surveys that gather informa.on

16 Connect with customers 2. Measure effec.veness with campaigns See the end- to- end impact. Lead origina.on to sale. Tagging campaigns 3. Empower sales with visitor informa.on Track life history of client on your site. Understand clients interest by viewing that history Send just the right informa3on at the cri3cal points in the lead s individual buying process

17 Close new leads 4. Segment using dynamic lists By pre- qualified parameters By lead score 5. Targeted content with drip campaigns Client reques.ng demo gets product informa.on Client downloading white paper and visi.ng site 3x gets asking them to take a demo 7. Proac.ve Sales Engagement No.fy sales of opportuni.es

18 Build powerful rela.onships generate leads from current customers 1. Dynamic list segmenta.on Automa.cally add and remove customers 2. Targeted drip campaigns 3. Sales engagement Lead Scoring Auto no.fica.ons 4. Specialized campaigns to target customers

19 Marketing Automation is a Must for Today s Businesses

20 Marketing Automation considerations Any solution needs to be as intuitive and compatible as possible. Integrate seamlessly with third party CRM and CMS solutions so you can keep using what you re using Streamlined interface that s easy to learn and easy to use creation tools that don t need any HTML knowledge Simple to set up tasks and workflows Automatically generate detailed reports with a click We Work With Everyone

21 Would you rather?

22 What You Need to get started Responsive Templates Campaign Analy.cs Dynamic list Segmenta.on Deliverability Mobile Op.miza.on Social Sharing Integra.on Subscrip.on Forms Autoresponders creator

23 Everything You Need for Marketing Automation What Are The Features? VisitorID Triple your leads by identifying Sales Analytics i Behavior Tracking Understand your leads to Lead Scoring Prioritize your popeline and Dynamic Forms CRM Integration Immediately plug your leads into your sales team s system $ to buy Automation Campaign Optimization Eliminate waste and identify opportunities

24