B2b Marketing in an automated world

Supercharging your sales & marketing in

2013

Marina Lumley

@marinalumley

uk.linkedin.com/in/marinalumley

• Practitioner and trainer in Marketing Communication

strategy

Formerly integrated agency Board Director• 18 years Marketing Experience• CIM Faculty Member and Trainer • Teaching in the digital & marketing space

Themes for today’s seminar

Connecting with today’s b2b challenges

Making a measurable

difference in 2013

Embracing the roleof ContentMarketing

Can you really impact your bottom line?

How technology can help

B2B challenges

1. Getting cut-through and delivering quality leads into the business keeps getting harder

2. Traditional methods are under scrutiny by those signing off the marketing budget and its harder to demonstrate ROI

3. Digital marketing is seen now by many as the holy grail of solutions – but its often a challenge to demonstrate the ROI against actual sales

4. Prospects keep their distance for much longer now and do their research without speaking to you

Content is

Could it also be the future of SEO strategies?

Econsultancy & Outbrain Content Marketing Survey Report 2012. 1300 respondents: Clients, agencies and publishers

B2b Content marketing Trends – 2012 Survey Results. By Holger Schulze, author of the blog “everything technology marketing”. Sponsored by IDG Enterprise. 740 responders from a LinkedIn community

Search queries for Content Marketing The Future?

2 billion $ Canadian dollars a year

2%Smarter at everything we do

5 Supercharging opportunities

Make time elasticTurn Email Marketing

into the most powerful tool in your tool box

Create prospect intelligence for sales & the ability to do their

own marketing

Manage, score & engage your leads

before sales get hold of them

Measure your marketing

effectiveness & ROI better than ever before

5 Supercharging opportunities

Make time elasticTurn Email Marketing

into the most powerful tool in your tool box

Create prospect intelligence for sales & the ability to do their

own marketing

Manage, score & engage your leads

before sales get hold of them

Measure your marketing

effectiveness & ROI better than ever before

Create more time

http://www.youtube.com/watch?v=0YrHl7X7cOE

5 Supercharging opportunities

Make time elasticTurn Email Marketing

into the most powerful tool in your tool box

Create prospect intelligence for sales & the ability to do their

own marketing

Manage, score & engage your leads

before sales get hold of them

Measure your marketing

effectiveness & ROI better than ever before

1. Good bye batch and blast2. Personalisation a norm3. Proactive, reactive,

automatic4. Automatic remarket5. Testing par the course6. Fine tuned all to individual

customer behaviour

A power tool

5 Supercharging opportunities

Make time elasticTurn Email Marketing

into the most powerful tool in your tool box

Create prospect intelligence for sales & the ability to do their

own marketing

Manage, score & engage your leads

before sales get hold of them

Measure your marketing

effectiveness & ROI better than ever before

Manage&

Engage

Acquire

Participate

Engage

Share

1. Marketing database & single customer view2. Behavioural tracking3. Score the engagement of your leads4. Drive different communication and content to

leads based on place in buying cycle

5 Supercharging opportunities

Make time elasticTurn Email Marketing

into the most powerful tool in your tool box

Create prospect intelligence for sales & the ability to do their

own marketing

Manage, score & engage your leads

before sales get hold of them

Measure your marketing

effectiveness & ROI better than ever before

Enhanced intelligence & lead quality for sales1. Passed MQL leads

2. Full access to intel on prospects behaviour & interactions

3. Can generate own campaigns

4. On Marketing’s radar

5 Supercharging opportunities

Make time elasticTurn Email Marketing

into the most powerful tool in your tool box

Create prospect intelligence for sales & the ability to do their

own marketing

Manage, score & engage your leads

before sales get hold of them

Measure your marketing

effectiveness & ROI better than ever before

Ultimately drive a stronger ROI from marketing investment

1. Measure & attribute impact of each digital channel on sales

2. One-stop-shop for reporting – personalised dashboards

3. React-able sales forecast

1. Goals 2. Strategies

3. Objectives 4. Tactics

Goals – the business outcome. What do you want your communication to achieve

Establish the strategies – a

broad approach to how you are going

to achieve your goals

Define objective(s) for each of your strategiesSpecific: Measurable: Achievable: Realistic :Timely

Develop tactics & implementation

plan – the tools you are going to use to

achieve your objectives

New opportunity to re-build your strategy

Ultimately drive a stronger ROI from marketing investment

1. Improving the quality of the marketing to individual prospects

2. Improving the marketing intelligence and enhance performance

3. Focus budget on what makes the most impact to your bottom line

Marketing manager with minimum 5 years experience required– Solid level of communication experience across on-line, off-line

and non-line channels– Experience managing data– Capable of creating and sending out email campaigns– Social media guru– Able to write blogs, posts, tweet at will– Creative – able to write copy and do design– Technical – able to operate and integrate tools– Great working with sales people– Experience in setting exacting measurements for all activity– Can demonstrate through previous experience – ROI, ROC, ROT– Can increase my sales by 10% within the first 3 months of joining

team– Will not ask for more resource for at least a year

• Marketing / digital health – checks available this afternoon• Simple Guide to Content Marketing www.target360/Content• Simple Guide to Marketing Automation www.target360/MA

• UK owned and based Marketing Automation system

• Offers friendly support to run marketing audits & workshops to help you make the decision and implement

• Built-in CRM as well as MA to ensure maximum integration

• From sign up to launch within a week as it’s a hosted solution