The way we make buying decisions has changed. With so many channels though which to gather information, buyers spend a lot more time educating themselves before they’re ready to engage with a sales representative. This change in buying behavior presents both challenges and opportunities for today’s sales organizations. One way that companies are meeting this challenge head on and thriving in this new world is to leverage marketing automation technology. In this session, we’ll explore 5 ways that marketing automation helps sales teams close more business, more quickly.
17. DEMOGRAPHIC “FIT” SCORE
Positive Demographic Score
• Job title, industry, company size, region
Negative Demographic Score
• Generic or bad email address, no company (unemployed, self,
looking), job title
22. Joe Smith
Opened Email
Beth Ray
Filled out Form
Glen Gary
4 Page Views
Jen Harvey
2 Page Views
Lisa Zhang
3 Page Views
Harold Samuel
Downloaded File
Lori Francis
Clicked Email Link
32. STATS Email Open Clicked
Auto-Touch Email 3 44% 21%
Industry Average 22% 3%
Link Clicked Clicked
1. Going to
purchase
6%
52%
2. Investigating
solution
9%
3. Reach out next
month
37%
Not interested 48% 48%
65
%
33. NO LEAD LEFT BEHIND:
SLA’S
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
Day 7 If stale, reminder
Day 8 If stale, reminder cc boss
Day 9 If stale, alert executives
34. ATTRACT NEW LEADS
ENGAGE PROSPECTS
THE HANDOFF
THE CONVERSATION
AUTOMATED SALES FOLLOW-UP
TOFU
MOFU
BOFU
$
Notas del editor
And as I was thinking about this, I ran into an HBR article…
And I realized it’s YOU – the Marketing Nation that is leading this innovation
Half marketo users
Our #1 secret is that we believe that buying has changed forever, and that marketing and sales need to change as well.
Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from sales.
In this world, it made perfect sense for marketing to pass all leads over to sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention. Traditional marketing, characterized by Mad Men-style marketing, grew up in this era.
Changed the way we work
Changed what was expected of us
Changed our careers
Changed everything to what it means to be a marketer
Lots of research available that supports this shift.
Why Attract visitors to your content w/ SEO and social. Nurture them at MOFU. Focus though, is on
Content discovery. Build your audience through content, great, but they need to find it.
Why Attract visitors to your content w/ SEO and social. Nurture them at MOFU. Focus though, is on
Why Attract visitors to your content w/ SEO and social. Nurture them at MOFU. Focus though, is on
Here’s how Marketo does it.
Latent behaviors – interest
Active behaviors – buying intent