Hank Hoffmeier gave a presentation on using marketing automation to engage customers. He discussed how the traditional marketing funnel has changed and the importance of lead generation and nurturing. Marketing automation uses automated workflows to personalize the customer experience through triggers, actions, and segmentation. This allows continuous follow up without manual effort to build relationships over time.
Hannah Brady - Powering Up Your Brand with Content @ Force24 All leads
Be a Dragon: Fire Up Your Email with Automation
1. Be a Dragon: Fire
Up Your Email
with Automation
LinkedIn: Hank Hoffmeier
Twitter: @hankhoffmeier
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Housekeeping
13. Lead
Generation:
The Art of
Acquiring an
Audience
Approximately 96% of the visitors
that come to your website are not
ready to buy.
So how do you nudge them?
15. Build Awareness and Convert
Email
Marketing
Social
Media
Blogging
Online
Presence
Webinars,
Live Chats
PPC
Advertising
Video
Video
Video
Audio
Video
ButtonVideo
Contest
Video
Sign up
Video
Coupon
Video
Download
Incentivize to convert
23. The Other Half Of The Marketing Journey:
Lead Nurturing
Building a relationship and providing value
Too many marketers are missing out on
opportunity and profits!
Lead nurturing warms up and strengthens the
customer relationship. How?
79% of marketing leads never convert to sales.
Lack of lead nurturing is the common cause for
poor performance.
1
By 2020 Customers will manage 85% of their
relationships without talking to a human.
2 Yet: 65% of marketers say they have not
established lead nurturing.
3
Creates a personalized experience for today’s
savvy customer.1
Builds Trust.2
Increases the urge to buy.3
24. Turn up the Heat!
Nurtured Leads makes 47%
larger purchases than non-
nurtured leads.
26. Adding a Little More Firepower: Segmentation
Email Social
Landing
Pages
Video
Lead Nurturing + Segmentation = Win/Win
Custom
Data
Activity Channels Automatic Personalization Win/Win
Desired Behavior
29. Automated Workflows are Hot, Hot, Hot
Marketing without workflows means…
Video
Continual
repetition of tasks
Untimely
follow up
Lack of
personalization
No visibility into
contact inactivity
In short: an overall
major headache