Marketing Automation: MULTIPLY in 2011: Today s Presenter

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3 Marketing Automation: MULTIPLY in 2011: Today s Presenter Alan Daniel: Co-Founder of Demand Gen Partners, LLC Creators of (lead management) Founders have 30+ years marketing and sales experience Founder of Principal of Over the past 5-years Staff has produced and managed over $20,000, in annual Demand Gen budgets for direct marketing and lead gen campaigns 1,000 s e-campaigns & SEM/SEO campaigns Results have yielded 100,000 s leads per year and $250MM+ in Sales Developed best practices in Lead Conversion (Lead Cultivation TM ) SmartTouch Marketing Automation is designed to nurture leads for opportunities that require follow-up

4 Who Should Attend Who should attend this Webinar: You have sales or marketing responsibilities, Your company or client has interactive marketing, (e.g. website or campaigns) You want to MULTIPLY results, (more traffic, more inquiries, more visibility & intelligence, and more revenue/sales) You have a multi-touch sales cycle. ONLINE MARKETING (generating interest) and FOLLOW-UP is important to you.

5 Today s Problems 1. Marketing is required to do MORE with LESS 2. Tracking advertising results is difficult 3. Sales and Marketing efforts are not connected or departments are NOT sharing intelligence 4. Interested prospects are falling through the cracks 5. We don t have tools needed to follow-up automatically Which of these problems is top of mind for you?

6 Lead Cultivation

7 Today s Agenda 5-Easy Steps to REVENUE 1. Blast (Gen) 2. Segment (Capture) 3. Connect (Nurture) 4. Track (Nurture) 5. Follow-Up (Nurture & Convert)

8 Step 1: Blast Do you have a DATABASE of prospects or leads? If you don t have one, you need to purchase one. marketing is EASY, EFFECTIVE, and EFFICIENT (cheap) * We recommend you measure all interactive marketing tactics by 1 metric: COST PER LEAD. marketing is one of the least expensive as measured by CPL

9 Step 1: Demand Generation Poorly Designed emarketing Creative Too Busy No focus No Call to Action

10 Step 1: Demand Generation Well Designed emarketing Creative Notice: -Great Visual -Clear Message - Strong Call to Action -Download e-brochure

11 Step 1: Demand Generation Well Designed Ads and Landing Pages Landing Page Elements No = Menu Yes = Form

12 Step 2: Segment Is your data SEGMENTED? If not, use an blast to help you. Let your Website and Landing Pages gather accurate information for you. Are you using FORM s appropriately? To capture information before providing free educational material To segment leads based on interest ( marketing funnel ) To gather information on decision stage ( sales funnel )

13 Step 2: Segment Your Form MUST Ask the RIGHT Questions Floor Plan Boat Slip Address

14 Step 2: Segment Forms should AUTO POPULATE the details for each particular prospect:

15 Step 2: Segment Additionally, FORMS automatically add a person to a Group After a prospect has provided their interest, Segmentation allows you to GROUP like minded buyers. For example: You can send floor plans to all prospects seeking 2 bedrooms OR target messages to Relocation leads, Residents, OR Realtors

16 Step 2: Segment Why is Segmentation Important? So your communication can be RELEVANT & TIMELY Studies show Segmentation alone improves response rates by as much as 50%! Are you using technology to improve the segmentation of your leads?

17 Step 3: Connect After you have segmented your customers and prospects.. Content and Campaign need to CONNECT with your customers/prospects Interest Providing timely and relevant messages increase your chances of continuing the digital conversation Can you easily pull a list of all Segments and quickly deploy a relevant campaign or series?

18 Step 3: Connect List of Segments should be at a marketers finger tips!

19 Step 3: Connect Campaign variations should be easy to create from templates!

20 Step 3: Connect Example: Residents

21 Step 3: Connect Example: Realtor

22 Step 3: Connect Example: Relocation and Second Home Owner

23 Step 4: Track Once you have CONNECTED and delivered campaigns matched to each prospect s interest, Track your campaigns. Test what works. IMPROVE relevancy, and watch Click-Through Rates (CTR) soar.

24 Step 4: Track Track Open Rates, Clicks, and Forms

25 Step 4: Track Not only track the success of each campaign, but also track the activity of each lead. Mr. and Mrs. Root : live in Mooresville, NC, are in the Comparing Stage, and need a 2 Bedroom. Notice, they have a high lead score too!

26 Step 5: Follow-up 1-Click Preference Updates TM Where are you in deciding? Just Starting Comparing Options Ready to Buy CONTACT ME

27 Step 5: Follow-Up Use Rules If Viewed: Send next Add Points to Lead Score (for sales) Add Viewer to Group Link Intelligence If Clicked: Add points Update Field Change Group Notify Sales

28 Step 5: Follow-Up Pull Reports on who viewed your campaign Determine which leads are Sales Ready 18 People clicked on Ready to Buy 23 People clicked on YES (have a sales person contact me)

29 Step 5: Follow-Up 23 records. Don t Waste Time. Prioritize Automatically. Call Only leads that are SALES READY. Because marketing & sales efforts are Integrated.. This simple method works. It has yielded more than $6,000,000 in real estate sales this quarter.

30 .. Step 5: Follow-Up (Sales Team)

31 Step 5: Follow-up (No Sales Team) Example Car2Go wanted to follow-up with people who started to sign-up, but did not Started a Series of Follow-up e- mails based on RULES

32 Step 5: Follow-up Example 1 Template Set-Up took minutes Simple, but POWERFUL

33 Step 5: Follow-up Example Notice the UNIQUE call to action Each follow-up has a different Benefit statement, but same Call to Action

34 Step 5: Follow-up Example This automated series increased membership 800% Program cost were minimal, but Results were DRAMATIC!

35 Lead Cultivation

36 CRM & Marketing Automation Tools

37 SmartTouch CRM

38 System s Key Features CRM Contact management Pipeline Reports Lead Scoring Documentation Mgt Sales Tasks Automation Dashboards & Reporting Sales Templates Auto Responders Marketing Automation Commercial Forms Auto Segmentation Simple Smart Rules Intelligent Tracking & Landing Page Wizards Analytics

39 System s Key Benefits 1 System Online & Easy to Use Automates Communication Gathers Intelligence UNTIL BUYERS ARE READY TO BUY Makes everyone s job easier While quickly adding to the bottom line!

40 Pricing Unlimited Users Unlimited Group Unlimited Records Unlimited Flat Fee pricing Discounts available for 2010 pricing.

41 Multiply Your Results with Automation! Presenter Contact info: Alan Daniel

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