5 ways to amp up your marketing automation roi
TRANSCRIPT
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5 Ways to Amp Up YourMarketing Automation ROIFeb. 26 2016
Featuring Craig Jordan of Recruit Loop and SaaScend
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Introductions
Craig Jordan (RecruitLoop)@craigrjordan
Stacey Cogswell (Nuvem)@stay_sea
Stephanie Gaughen (Nuvem)@sgaughen
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AgendaIntroduction to marketing automation ROI
5 Ways to Amp Up Your Marketing Automation ROI
1. Clean your (data) house
2. Build and sustain a great audience
3. Go beyond basic email blasts
4. Leverage a sales enablement strategy
5. Create actionable reports
Q&A (10 minutes + Q&A throughout)
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Quantitative and Qualitative ROIQuantitative● Cost savings
● Profit
Qualitative● Improved morale
● Attracting better talent
● Consistent legal compliance
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Increasing Marketing ROI is a Top Priority Among B2B Marketers
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State of marketing automation ROI
Many companies are still only scratching the surface of what their marketing automation system can do, and as a result, delay their ROI.
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POLL
What is your biggest limitation in running a fully amped marketing automation program?
1. Not sure where to begin2. Building a database of great leads3. Alignment of sales and marketing (sales enablement)4. Going beyond basic email blasts (winner with 50+%)5. Creating actionable reports
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Where do we start?
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1. Clean your (data) house
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Current state of our data
Source: data.com
90% incomplete
15%+ duplicate
20% useless
74% needs updates
21% dead
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Data impacts our ability to automate Data must be standardized among integrated systems
1. Complete
2. Accurate
3. Organized
4. Meaningful
5. Common language
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Conducting a basic data auditTip: export an Excel doc of all your Leads and Contacts
and scan the fields for standardization
a. Are there inconsistencies in data entry?
b. What is the completeness of critical fields?
c. Do you have the right custom fields?
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Q&A Break
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2. Build and sustain a great audience
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Create persona profiles
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Audience conversion tips
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Q&A Break
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3. Leverage a sales enablement strategy
People, processes and technologies that improve the performance and productivity of the sales organization.
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1. Do you fully understand your sales process?
2. Is your current sales process working?
3. What resources would help your team close deals?
4. What makes a great lead?
Sales enablement process
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1. Automated lead assignment
2. Activity notifications
3. Accessible sales collateral
4. Lead prioritization
Sales enablement tools
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Q&A Break
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4. Go beyond basic email blast
1. Dynamic Lists
2. Custom Lead Scoring
3. Progressive Profiling
4. Dynamic Content
5. Drip Campaigns
6. Automation Rules / Workflows
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Custom Lead Scoring and Grading - Pardot
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Q&A Break
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5. Create actionable reports
★Right data★Right time★Right person
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Leveraging CRM reporting
1. Multi-touch attribution
2. Multi-level reporting
3. Measure the complete marketing effort
4. Customizable for different stakeholders
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Use reports to improve; repeat, repeat
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Final Q&AContact Information
Stephanie [email protected]@sgaughen
Free consultation: http://info.nuvemconsulting.com/strategy-session
Craig [email protected]@craigrjordan
©Nuvem Consulting 2016 | @nuvemconsulting