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May 12 & 13, 2016 | Breckenridge, Colorado
Marketing Automation Success
Factors
(Empirical Study Results)
Brandon Larocque |
brandon@accessmarketingcompany.com
Contents
• What did we study?
• Criteria
• What did we learn?
• Client examples
• How to set up your customers for success...
What Did We Study?
Criteria
Criteria
Note About Program Results
• Open / Click Rate
• Engagement
• Sales
• Lead Profiling
What Did We Learn?
1. Content
2. Lead gen programs
3. Lists – existing or old
4. Resources or budget
5. Intangibles
What Did We Learn? - Content
No offer
content
Poor/Fair Good/Excellent
Quality offer
content
What Did We Learn? - Content
Top
Middle
Bottom
What Did We Learn? - Content
What Did We Learn? - Content
Don't try to close too early
What Did We Learn? – Lead Gen
Poor Good/Excellent
0% 50%
Fair
100%
What Did We Learn? – Lead Gen
What Did We Learn? – Lead Gen
What Did We Learn? – Lists/Database
Lists/Database - Segmentation
Lists/Database – Time to Results
Like waiting at the DMV…
Lists/Database – But…Lead Gen
Lead Generation Existing Database
Lists/Database – Beware Purchased Lists
What Did We Learn? - Resources
Resources – Why Outsource If I Have Staff?
Resources – Strategy is Universal Need
What Did We Learn? - Intangibles
Belief in MA as a strategy Patience to nurtureLeadership buy-in
Good/
Excellent
Poor/
Fair
Intangibles – Leadership Buy-in
Intangibles – Belief in MA Strategy
Must buy into the vision
Intangibles – Patience to Nurture
Client Example – TotalRewards Software
“Access Marketing Company has become an extension of our business—
essentially our ...
Client Example – TotalRewards Software
Client Example – Stefanini
How To Set Up Your Customers for Success
How To Set Up Your Customers for Success
Strategy
Copywriting
Design
Implementation
How To Set Up Your Customers for Success
• Leadership buy-in
• Belief in MA as a strategy
• Patience to leverage programs
Have Any Questions?
AccessMarketingCompany.com
www.linkedin.com/company/access-marketing-
company
@accessmarketing
Brandon...
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SearchCon 2016 | Marketing Automation Success Factors with Brandon Larocque

Marketing automation success factors study results-v2

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SearchCon 2016 | Marketing Automation Success Factors with Brandon Larocque

  1. 1. May 12 & 13, 2016 | Breckenridge, Colorado
  2. 2. Marketing Automation Success Factors (Empirical Study Results) Brandon Larocque | brandon@accessmarketingcompany.com
  3. 3. Contents • What did we study? • Criteria • What did we learn? • Client examples • How to set up your customers for success • Q&A
  4. 4. What Did We Study?
  5. 5. Criteria
  6. 6. Criteria
  7. 7. Note About Program Results • Open / Click Rate • Engagement • Sales • Lead Profiling
  8. 8. What Did We Learn? 1. Content 2. Lead gen programs 3. Lists – existing or old 4. Resources or budget 5. Intangibles
  9. 9. What Did We Learn? - Content No offer content Poor/Fair Good/Excellent Quality offer content
  10. 10. What Did We Learn? - Content Top Middle Bottom
  11. 11. What Did We Learn? - Content
  12. 12. What Did We Learn? - Content Don't try to close too early
  13. 13. What Did We Learn? – Lead Gen Poor Good/Excellent 0% 50% Fair 100%
  14. 14. What Did We Learn? – Lead Gen
  15. 15. What Did We Learn? – Lead Gen
  16. 16. What Did We Learn? – Lists/Database
  17. 17. Lists/Database - Segmentation
  18. 18. Lists/Database – Time to Results Like waiting at the DMV…
  19. 19. Lists/Database – But…Lead Gen Lead Generation Existing Database
  20. 20. Lists/Database – Beware Purchased Lists
  21. 21. What Did We Learn? - Resources
  22. 22. Resources – Why Outsource If I Have Staff?
  23. 23. Resources – Strategy is Universal Need
  24. 24. What Did We Learn? - Intangibles Belief in MA as a strategy Patience to nurtureLeadership buy-in Good/ Excellent Poor/ Fair
  25. 25. Intangibles – Leadership Buy-in
  26. 26. Intangibles – Belief in MA Strategy Must buy into the vision
  27. 27. Intangibles – Patience to Nurture
  28. 28. Client Example – TotalRewards Software “Access Marketing Company has become an extension of our business— essentially our marketing department—because they bring a depth of expertise in pretty much every marketing discipline. The results have far outweighed the investment.”
  29. 29. Client Example – TotalRewards Software
  30. 30. Client Example – Stefanini
  31. 31. How To Set Up Your Customers for Success
  32. 32. How To Set Up Your Customers for Success Strategy Copywriting Design Implementation
  33. 33. How To Set Up Your Customers for Success • Leadership buy-in • Belief in MA as a strategy • Patience to leverage programs
  34. 34. Have Any Questions? AccessMarketingCompany.com www.linkedin.com/company/access-marketing- company @accessmarketing Brandon Larocque brandon@accessmarketingcompany.com 720-536-8650 x101

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