As marketers, we spend valuable time and resources generating leads for sales. But many of those leads don’t qualify for a variety of reasons. So how do we transform the unqualified leads of today into the sales of tomorrow? Join Rachel Peden as she takes us through the ins and outs of marketing automation. In this webinar you will learn: - What is Marketing Automation? - Why the middle of the sales funnel is crucially important to your business - How marketers can generate sales qualified leads through nurturing - How to generate a higher volume of qualified leads for your sales team

1. Marketing Automation 101
Frank Coyle | President
Rachel Peden | Client Manager
February 27, 2013

2. Webinar Information
• Being recorded, and will be uploaded to
Website
• This is an interactive webinar, so it is okay to
ask questions during the presentation

3. About Point It
Presentation Agenda
• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• PPC, SEO, Design, Marketing
Automation
• $40 MM in managed media/yr
• Servicing clients across all
verticals and revenue models

4. Agenda
• Marketing Automation Overview
• Marketing Automation Capabilities
• The Sales Funnel
• Lead Generation
• Marketing Automation Benefits
• Q&A

5. Marketing Automation Overview

6. Marketing Automation

7. Overview
• 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

8. Software Vendors
Presentation Agenda

9. Marketing Automation Software
Capabilities

10. Capabilities

11. Capabilities
• 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

12. Capabilities
• Social Media
– Integrate all aspects of your digital presence
• CRM
– Transfer marketing insight to sales team
• Reporting

13. Capabilities
Image from CRW Graphics

14. Capabilities
• 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

15. Marketing Automation
• 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

16. Marketing Automation
• Example: Purchasing a Home

17. Impact on the Sales Funnel

18. Marketing Automation

19. Sales Funnel
Lead Generation
(Inbound Marketing)
Marketing
Automation
Software
Sales
Contact

20. Sales Funnel
Lead Generation
(Inbound Marketing)
Marketing Nurture
Automation
Sales
Ready
Customers

21. Sales Funnel
Forrester Consulting, "Driving SMB Revenue In A Tough Economy," November 2012.

22. Marketing Automation
• Example: Purchasing a Home

23. Lead Generation

24. Lead Generation
• 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
• Ex. B2C Company: Males, 35+, Global

25. Lead Generation
• 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

26. Drip & Nurture Campaigns: B2B
• Inbound Marketing
– PPC & SEO
– Email Marketing
– pURL Campaigns
– Direct Mail
• Nurture
– White Papers
– Case Studies
– Demos & Videos
– Customer Testimonials
– Relevant Industry Data

27. Drip & Nurture Campaigns: B2C
• Inbound Marketing
– PPC & SEO
– Display Advertising
– Demographic Targeting
– Email Marketing
• Nurture
– pURLs
– Contest
– Social Media
– Survey
– Coupon

28. Lead Generation
• Lead Scoring + Drip & Nurture Campaigns
– Once the lead score reaches your target, the
prospect is sent to your sales team

29. Lead Nurture

30. Benefits of Marketing
Automation

31. Marketing Automation- B2C
• Consumers who are targeted with personalized
messaging bases on behavior are 400% more
likely to become a customer.
• Companies who use Marketing Automation to
nurture, report that customers spend 47% more
on purchases.
• Companies using Marketing and Sales
Automation report a 56% increase in leads/sales
on their web properties.
*Data from InteractiveMarketing.net

32. Marketing Automation- B2B
• 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.

33. Thank You!
Questions?