2. • Marketing Automation Overview
• Marketing Automation Capabilities
• The Sales Funnel
• Lead Generation
• Marketing Automation Benefits
3.
4.
5. Marketing software that aligns your
company’s digital marketing efforts with your
prospect’s website activity
◦ Marketing Efforts + Website Activity
Enables marketers to better track their
marketing efforts, and how they directly
impact sales
Opens lines of communication with
prospective customers
10. Email, form & landing page development
◦ Quickly develop marketing pages without IT
involvement
Website visitor tracking
◦ Tell your sales team who is visiting your website
Lead Management
◦ Leverage lead scoring to provide insight as to where
a prospect is in the sales cycle
11. Social Media
◦ Integrate all aspects of your digital presence
CRM
◦ Transfer marketing insight to sales team
Reporting
13. Gain prospect behavior insights
◦ How a prospect came to your website
◦ Every visit one of your prospects makes to
your website
◦ The pages, resources and content a prospect
visited
Marketing Automation can deliver
◦ Targeted email messages relevant to your
prospect
◦ Lead scoring on all prospects, to aid the sales
team in qualification
14. Well built marketing systems will
◦ Enable the sales team to focus on the most
qualified prospects, in all stages of the
buying process
Communicate to prospects with the right message
◦ Enable marketers to design targeted,
automated communications for prospects
Where they are in the sales cycle
• What they are most interested in
21. Lead Scoring
◦ Behavioral
Pages Visited
Content Read
Emails Opened
◦ Demographic
Traits that make your company’s ideal customer
Ex. B2B Company: VP Sales, US & Canada
22. Drip Campaigns
◦ Automated programs that help you keep in touch
with your customers until they are ready for a
nurture campaign
Lead Nurture Campaigns
◦ Serving relevant content to a prospect that relates
to their interests and their place in the sales cycle
23. Inbound Marketing
◦ PPC & SEO
◦ Email Marketing
◦ pURL Campaigns
◦ Direct Mail
Nurture
◦ White Papers
◦ Case Studies
◦ Demos & Videos
◦ Customer Testimonials
◦ Relevant Industry Data
24. Lead Scoring + Drip & Nurture Campaigns
◦ Once the lead score reaches your target, the
prospect is sent to your sales team
25.
26.
27. • Companies that excel at lead nurturing
generate 50% more sales-ready leads at
33% lower cost.
• Nurtured leads make 47% larger purchases
than non-nurtured leads.
• 61% of B2B marketers send all leads directly
to sales; however, only 27% of those leads
may be qualified
Statistics from from Forrester Research, The Annuitas Group and Marketing Sherpa, respectively.
Explain: Prospects- anyone who visits your website, comes, takes action there- before they get to sales
Once this person is in the hands of sales, they are an opportunity or lead