Marketing Automation is een begrip waar steeds meer marketeers mee in aanraking komen. Het is een technologische oplossing waarmee je leads kunt volgen en nurturen. Een tool dat het werk van een marketeer vereenvoudigt en kan zorgen voor een betere stroomlijning en samenwerking van marketing en sales. Deze presentatie zijn slides van het webinar Marketing Automation voor beginners. Wil jij weten: - Wat Marketing Automation precies is? - Hoe het maken en versturen van emailshots effectiever wordt? - Hoe het maken van landingspagina's eenvoudiger wordt? - Hoe Marketing Automation het werk van een marketeer vereenvoudigt? - Hoe het gebruik van Marketing Automation kan leiden tot een hogere omzet? - Welke verschillende aanbieders van belang zijn? - Hoe ziet zo een systeem er uit? Bekijk dan de slides en de webinar recording.

1. Webinar!
Marketing Automation for beginners!
10th July 2013!
Presented by:!
Shimon Ben Ayoun!
@shimonbenayoun!
Hosted by:!
Ingrid Archer!
@ingridarcher!
!

2. Any Questions/Comments!
Use GoToWebinar “Chat” or “Ask a question”!
OR!
Twitter us with #b2bnl tag!
!
!
@spotONvision

3. Not only webinarsJ
!

4. Voor in je agenda:!
Masterclass: van Lead naar Klant!
Leer meer over Content Marketing, Lead Management en
Marketing Automation!
Woensdag 4 september!
Tijd: 10:00 – 15:00!
Sprekers: Ingrid Archer,!
Shimon Ben Ayoun!
Kosten: 395,- p.p.!
Inschrijven kan via www.spotonvision.com!

5. Drivers for Marketing Automation -!
B2B Marketers challenges!
USG Marketing, Communication & Sales Ondezoek

6. Challenge #1:
Our buyers are changing
!

7. “[T]he hunter has become the hunted. Buyers are more
informed and seek information independent of sales. ... How sales people
want to sell has little impact on how buyers are choosing to buy.”!
Source: SiriusDecisions, “Marketing Needed for Sales 2.1”

8. B2B buyers are increasingly turning to online
sources, on their own, earlier in their process, to
research purchases before ever calling a 'live' sales rep!

9. B2B buyers pursuing their buying process more
'massively multi-channel' than ever before; however,
channel weightings and their sequence vary by the phase of
the buying process
!

10. Sending the right message at the right time to the right
persona
Communication Effectiveness
“Campaigns that target
based on Website user clickstream data outperform
untargeted broadcast
campaigns by nearly 4 to 1.”
Forrester Research
Right-Time
Right-Message
True Personalization
One to One
Best-in-class lead scoring
programs increase pipeline
thickness by 27% v. the
average of 12%.
Aberdeen Group
Behavior-Driven
“Segmented lists yielded
an 11.7% CTR v. unsegmented lists of same
size yielding only a 0.6%
CTR.
Marketing Sherpa
Segment
Customer-Driven
Batch and Blast
Product-Driven
v
Eloqua Best Practices: The Revenue Lifecycle™
#b2bnl

11. Challenge #2:
Sales is pushing for more.. quality
!

12. Sales wants “leads!”
Marketing hits the “more”
button
Sales doesn’t follow up
Sales: The “leads” are
no good
Marketing: “Why no
followup?”
Marketing:
Wasted effort, poor
performance,
bitterness, despair
1
2

13. The Leaky Funnel
!

14. Challenge #3:
We need to do more…with less
!

15. The need for efficiency and productivity
!
•
Most marketers delay campaigns because of their (IT) dependencies
•
Creative assets are not being re-used
•
A/B testing is out of scope despite the need
•
Sales are not aware what their leads/customers has done with
marketing and when

16. Challenge #4:
We need to base our decisions on
analytics & customer insights!

18. Challenge #5:
We need to show the marketing
revenue-impact
!

19. HELP!!!

20. What is Marketing Automation?
!
SAAS Solution which enables integrated, analytical
approach to marketing operations and creates a stronger
ties with sales by tying marketing activities to revenues
!

23. Top of the funnel – Lead Generation
!

24. Email Marketing

25. Landing Pages & Forms
!

26. Website Visitor Tracking
!

27. Website Visitor Tracking
!

28. Dialogue – Architecture of Nurturing
Listen
Offer Content
Measure
Tune next offer

29. Automated Lead
Nurturing
!

30. Lead Scoring
!

31. List Management
!

32. ROI Reporting
!

33. ROI Reporting
!

34. What are the benefits?
!
1.
!
2.
!
3.
!
4.
!
5.
!
6.
Improve lead quality!
Increase Marketing productivity and efficiency!
Reach customers and prospects through multi-channel campaigns!
Gain deep insight into prospect interaction!
Deepen and solidify client relationships!
Make marketing revenue-impact visible!

35. Do’s & Don’ts of Marketing Automation
!
1. Do think first about lead management processes!
2. Do cleanse and plan your data before importing!
3. Do keep it simple!!
1. Don’t think that marketing automation will create content for you!
2. Don’t think technology will be your silver bullet!
3. Don’t set & forget!

36. Coffee & Cake with spotONvision
!
Is marketing automation something for us?
What system should I choose?
How do I develop a proper RFP?
How do I implement successfully?
!

37. To know more, please visit: !
www.spotonvision.com!
!
@spotONvision
@b2bmktforum
#b2bnl