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Powering the Nurture Dialog: Automating Marketing Programs in a Closed-Loop Environment
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  1. Powering the Nurture Dialog:Automating Marketing Programs in a Closed-Loop Environment Will Schnabel VP, Business Development and Alliances, Silverpop Email: wschnabel@silverpop.com Twitter: @wschnabel

  2. Agenda • Understanding Marketing Automation • Key Steps to Utilizing Marketing Automation • Example Case Studies

  3. Silverpop Solutions for B2B and B2C Marketers 2000+ customers across 38 countries Marketing Automation + Email Marketing Software-as-a-Service CRM and Web Analytics Integration

  4. Plugging the Leaky Funnel

  5. The Value of Nurturing! • Nurture campaigns have 2X the Open Rates and 3X the Click-Through-Rates at of one-off emails • 23% shorter deal times for nurtured than non-nurtured leads • Higher win ratios for prospects touched 3-4 times per month by marketing nurture campaigns. • 47% higher order value from closed sales that were nurtured versus sales that were not Source:Aberdeen, Sirius Decisions, and Silverpop Research

  6. Marketing Automation 2.0 Twitter: #B2BUniversity

  7. Nurturing Infrastructure

  8. Nurturing Infrastructure Lead Capturing

  9. Nurturing Infrastructure Lead Assessment & Scoring

  10. Nurturing Infrastructure Lead Routing to Sales

  11. Nurturing Infrastructure Lead Nurturing & Reporting

  12. Marketing Automation Capabilities Web Integration & Inbound Lead Capture Multi-Channel Communications Revenue Reporting & Analysis Centralized Marketing Database Sales Integration Lead Scoring & Management Campaign (Nurture) Automation

  13. Centralized Marketing Database

  14. Consolidated Lead Data Marketing Database Flexible Structure Consolidated Leads Initial Scrub Appending Data Ownership

  15. Website Integration and Lead Capture

  16. Webpage and Lead Capture • Integrated landing pages/ web-form building • Pre-Populated Forms • Dynamic Content • Leads captured directly into Marketing Database • Auto De-duplication / Cleansing

  17. Lead Data Capture • Basic Lead Information

  18. Progressive profiling – Dating 1st contact 2nd/3rd contact later contact + behavioral • Source: MarketingSherpa and KnowledgeStorm, • “Connecting Through Content"

  19. Progressive profiling - collection 3. Returning Leads – Pre-Populate – Gather More 2. Returning Leads – Pre Populate 1. Basic Lead Form 4. Returning leads – Personalize – Pre-Populate – Progressively Gather More

  20. How are leads finding you?

  21. Integrating Social for Lead Capture

  22. Integrating Social for Lead Capture

  23. Integrating Social for Lead Capture

  24. Website Tracking of Prospect Activity • Individual Tracking vs. Aggregate • Web behavior allows relevant and targeted messaging • Sales Alerting Marketing Database

  25. Alerting Sales • Website Activity • Key Actions • Message Activity • Campaigns

  26. Multi-Channel Communications

  27. Integrated Multi-Channel Campaigns Email Marketing Database Mobile/SMS Dynamic Landing Pages Share-to-Social DM with PURLs TeleQualification

  28. Email = Top B2B tactic • 89% of B2B marketers use email. • Email is the number-one outbound B2B marketing tactic used today. Source: Forrester Marketing Forum 2010 presentation

  29. Deliverability • Inbox Preview • What does your message look like • Spam Assassin • SPAM scoring • Inbox Monitoring • % Delivered to actual inbox • Reputation & Authentication • IP Segmentation

  30. Relevancy Delivers Dollars Generated per Month (in thousands) Source: Q1 2009 Global Email Marketing And On-Site Targeting Online Survey NB: Metrics and salary costs are based on a Forrester executive survey. Based on 2.8 million pieces of email per month, CPM ranges grow with program complexity, assuming $39 AOV and 40% product margin.

  31. Right Message, Right Time Source: Silverpop Research

  32. Share to Social #2 Clicking link takes recipients to social network to complete sharing process #1 Insert Social Network Link in Email #3 All the recipients friend will now be notified via Facebook of the share!

  33. Social Sharing

  34. The Challenge of Relevancy Relevance = Right Time + Right Message

  35. Best time to send? Popular search question

  36. Send Time Optimization

  37. Automated Lead Scoring

  38. Scoring Leads High Fit Hot Target Right Fit Sales Target Highly Engaged Low Fit Low High Interest in Your Product/Services

  39. The Lead Puzzle Demographic VP Sales Evaluating Solutions Download a Whitepaper BANT Visited Website Last Week $100M Company 5000 Employees Has 2009 Budget Activity Needs Fit Solution 41 41

  40. Integrated Lead Scoring Rank Leads by Score • Identifies buying phase • Explicit Data • Demographic & BANT • Self reported and 3rd party • Implicit Activity • Recency & Frequency of activities • Key Online Behaviors • Digital Footprints

  41. Campaign Automation

  42. Email Nurturing • Drip Campaigns Sales Intro On-Demand Webinar eBook Delivered Link to Demo Registration Immediate Day 2 Day 4 Day 7 Day 0

  43. The Nurture Campaign Challenge

  44. 1-2-3 Go!

  45. Sales Integration

  46. CRM Synchronization

  47. CRM Integration (w/Salesforce.com)

  48. Sales Insight (Lead Activity)

  49. Sales Insight (Web Activity)