Using marketing automation to optimise sales across online and offline
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John Watton discusses how marketing automation can optimize sales across online and offline channels. He notes that 80% of travel is now booked online. Marketing automation can bridge the gap between online marketing and offline sales by nurturing leads scored through a defined process. Examples show how automation turned offline events into online campaigns and increased web traffic, leads passed to sales, and revenue. Watton argues that marketing and sales should work collaboratively using automation to adopt revenue performance management and accelerate growth.
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Using marketing automation to optimise sales across online and offline
- 1. Using marketing automation to optimize sales across online and offline John Watton, Director Global Brand & Marketing 12 October, 2011
- 4. Online?
- 5. Rome
- 7. +, - .)&/"(012%30&"($*(%& -3%&!"##"$%&'(&)((*& ,3-4%$&4*-&-&2"5*$%& +%4*/% ,&"$&1 ./0 C"5*$%&0%-3/D%0&D-0&-& #(./#&"$'0$' .)&,/-0%$%/1&#"&"($*(%&,"& !"#$%&'(")*("*&'#"'* '+$%,$%-*-2"3,&,-4*(#&-& ,/*5 6"13/%07&8/"(01$,-(/9&:1$9&;<<=>&?-33*0&@(,%3-/,*4%&:1(%&;<A<B&& !""#$%&'"()*+%(,*-$ Source: Google Presentation, EyeForTravel TDS NA, Sep 2011 12)!
- 8. %age of travel booked online (travel agency & via airlines)? A: 80% B: 60% C: 40% D: 20%
- 10. Offline boosts online ★ Offline average booking value is 160% of online booking value ★ Conversion rate increased by 30% with number placement Source: Expedia, 2009
- 11. Airlines Search businesses Online Travel Agencies
- 13. Marketing manages the long tail
- 14. (offline) sales & (online) marketing alignment
- 18. Marketing automation > the benefits Before After E-Mail Manual, Batch and Blast Automated, empowered Landing Slow, manual and no tracking Rapid and tracked Pages Lead Time-consuming, missing opportunity Seamless and smart Accuracy no scoring or prioritization Leads scoring in place Website monitoring Lacking visibility Digital behavior guides Sales action Disparate Cohesive experience Marketing Disjointed customer experience, inefficient tools for clients and prospects Programs
- 19. Optimize > Lead Nurturing/Scoring
- 20. Optimize > Process, process, process ★ Strong working relationship with sales ★ Defined process ★ Concept of a Marketing Qualified Prospect ★ Establishes criteria for “handshake” between marketing & sales ★ Generate & recycle
- 21. Optimize > Process, process, process ★ Strong working relationship with sales ★ Defined process ★ Concept of a Marketing Qualified Prospect ★ Establishes criteria for “handshake” between marketing & sales ★ Generate & recycle
- 22. Optimize > Contact Building Before: Previous campaign to update client mailing address took 1 week to execute and 4 weeks of data entry. Results: 420 new pieces of information. After: This campaign took just 3 business days to execute. Results: 1,499 pieces of information, 82 new client names and expanded our opt-in list by 14.5%
- 24. Optimize > Direct mail integration
- 25. Once the package is delivered, Marketing automation triggers…
- 26. Recipient & lead owner emailed
- 27. Optimize > Turn offline events into online campaigns Source: The Inbound Marketing Trade Show Planning Guide, Hubspot, Oct11
- 28. Optimize > Lead nurturing 1726 1182 290 197 Downloads Visits web Requests Thought Piece Solutions page Product Callback Pass to Leadership Overview Overview Sales Piece Video ★ Number of web visitors up 59% (quantity up); ★ Page views up 70%; and average time on site up 25% (quality up). ★ LinkedIn and facebook went from zero to being in our top 20 site referrers in 3 months. ★ The number of sales-ready leads passed to Sfdc Win report sales went up 400%
- 29. Revenue Performance Management Transform and evolve how marketing and sales work together to adopt Revenue Performance Management and accelerate predictable revenue growth.
- 30. Summary
- 31. Online = offline
- 33. Talk the language of sales
- 34. Don’t be afraid to experiment
- 35. Thank you http://slidesha.re/wattonJUMP email: jwatton@expedia.com twitter: @jwatton skype: j.watton
Notas del editor
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- Today&#x2019;s hotel shopper is one of the most demanding customers in any market in the world.\n\nSince we started selling hotels online 15 yeas ago, customer expectations have risen steadily on all fronts. People want:\n\nSpeed &#x2013; results from their search query in seconds\nChoice &#x2013; not five hotels hundreds are needed to get the match right\nPrice &#x2013; today, they&#x2019;re keen competitive price shoppers. Deals sell. If you don&#x2019;t have them, someone else will.\nQuality &#x2013; consumer reviews & ratings are essential &#x2013; the top purchase influencer online (why Trip Advisor is so popular)\nClarity &#x2013; they want detailed information on every property, room and neighbourhood\nSupport &#x2013; many still want to talk about their choice and all expect personal support post-purchase\n\nA hotel partner that can&#x2019;t live up to these demands is going to let your customers down and damage your brand.\nThese may be ancillary revenues but, to your customers, they&#x2019;re a critically important part of their trip.\n
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- Everyday there are millions of holiday searches made on the Internet.\nCumulatively, these holiday shoppers will spend billions of dollars on hotels.\nAs an online travel agency, you are after as big a cut of that as possible, by providing a traveller-preferred service.\nThe only people you want to talk to are those who can contribute to this, your bottom line and your success with your customers online.\n
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- We talk about our inventory as covering the best locations, at the best prices, basically, everywhere.\n\nBut what&#x2019;s key to you is that this inventory fits into your overall offering.\n\nFor some clients, we offer hotels on a non-exclusive basis.\nOthers use our hotel supply as a supplement to increase the geographical breadth of their offering.\nFinally, some sites combine our API with others&#x2019; to present the best offers anywhere.\n
- You never want to feel alone with a problem.\n\nWe offer dedicated support to partner sites.\n\nIf or when you run into a problem, we won&#x2019;t rest until we&#x2019;ve sorted it out.\n
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- We talk about our inventory as covering the best locations, at the best prices, basically, everywhere.\n\nBut what&#x2019;s key to you is that this inventory fits into your overall offering.\n\nFor some clients, we offer hotels on a non-exclusive basis.\nOthers use our hotel supply as a supplement to increase the geographical breadth of their offering.\nFinally, some sites combine our API with others&#x2019; to present the best offers anywhere.\n
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- We talk about our inventory as covering the best locations, at the best prices, basically, everywhere.\n\nBut what&#x2019;s key to you is that this inventory fits into your overall offering.\n\nFor some clients, we offer hotels on a non-exclusive basis.\nOthers use our hotel supply as a supplement to increase the geographical breadth of their offering.\nFinally, some sites combine our API with others&#x2019; to present the best offers anywhere.\n
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