how digital marketing can improve your roi, efficiency, and sales & marketing alignment
DESCRIPTION
Digital Marketing = Results. Buyers are changing. Buyers are more educated and more self-reliant than ever. Marketers roles are changing. They must do more with less. With digital marketing, you can maximize your ROI and stop wasting time. You can reduce expenses in marketing and sales and generate qualified sales leads to increase revenue.TRANSCRIPT
HOW DIGITAL MARKETINGcan improve your ROI, efficiency, and sales +marketing alignment
Let's be honest
Sales }{ MarketingSales }{ Marketing
GAPGAP
GLEANSTER RESEARCHMARKETINGSHERPA
OF LEGITIMATELEADS AREQUALIFIED,
BUT NOTREADY TO
PURCHASE
OF LEADSARE
LEGITIMATEAND READY
TO GO TOSALES
ONLY25% 50%OF LEADSGO BADEVERY
YEAR
25%
ABERDEEN GROUP, 2010MARKETING PROFS, 2008
3xMORELIKELY TO
OUTGROWCOMPETITORS
ANNUAL REVENUEDECLINE
ANNUAL REVENUEGROWTH
POORMARKETING+SALES
ALIGNMENT{ }
20%4%
{ }STRONG
MARKETING+SALESALIGNMENT
Buyers are changing.BUYERS ARE MORE EDUCATED AND MORE SELF-RELIANT THAN EVER.
DIRECTMAIL
MAGAZINES
WEBINARS
WHITEPAPERS
EMAILMARKETING
SEM
SEARCH
TRADESHOWS
DIRECTMAIL
ONLINEVIDEO
BUSINESSNETWORKS
SEO
BLOGGING
MOBILEMARKETING
WEBSITE
CONTENTMARKETING
SOCIALMEDIA
BUYERSNOW
DIRECTMAIL
BUYERSTHEN
MAGAZINESTRADESHOWS
SEARCH WEBSITE
WARM LEADSLEAK OUT
}reach interest desire convert enrich retain
Marketers must get more personal and be everywhere that their customers are. They must deliver more relevant and helpful content. Their roles are changing. They must do more with less.
WHAT'S IN IT FOR ME?
Digital Marketing?
WHY
INCREASE YOURBRAND AWARENESS
& CHOICE
REDUCE EXPENSESIN MARKETING
& SALES
MAXIMIZEYOURROI
GENERATE QUALIFIEDSALES LEADS
TO INCREASE REVENUE
INCREASE POTENTIALCONVERSIONS FROM
PROSPECTS TO CUSTOMERS
STOPWASTING
TIME
REDUCE EXPENSES BYREPURPOSING CONTENT
INCREASEBRAND AWARENESS,
LEAD GENERATION& REVENUE
CREATECONTENTSTRATEGY
TRACK& ANALYZEYOUR ROI
GETTRACKABLE
RESULTS
HOW DOES IT WORK?
Digital Marketing?
WHAT IS
INBOUND MARKETING
OUTBOUNDMARKETING
LEADNURTURING/MARKETING
AUTOMATION
ONLINECAMPAIGNS
OFFLINECAMPAIGNS
EVENTS
SEO
WHITEPAPERS &eBOOKS
FORUMS &ONLINE
COMMUNITIES
SOCIALMEDIA
BLOGGINGVIDEOS
LEADNURTURING
REPORTING& ANALYTICS
LEADSCORING
1 PROSPECTINTERACTSWITH YOURCOMPANY
VISITORCONVERTSTO A LEAD
LEAD ENTERSNURTURING CYCLE
LEADBECOMESA CUSTOMER
CONTINUECUSTOMERENGAGEMENT
2
34
56
• Outbound Marketing• Inbound Marketing
PROSPECT GAINSAWARENESS OFYOUR PRODUCT(S)
• Fills out a form on a landing page
• Registers to shop online
• Submits a form to another source
• Contacts your companyvia phone or other method
• Visits and browses website
• 4 – 6 timely communications encouraging purchase
DIGITAL MARKETING CYCLE
LEADSCORING &
QUALIFICATION
OUTBOUNDCAMPAIGNS
INBOUND CAMPAIGNS
SALESLEADNURTURING
RECYCLEDLEADS
QUALIFIEDLEADS
NURTUREDLEADS
LEADSTO NURTURE
WHAT DO I NEED?
Digital Marketing
HOW TO IMPLEMENT
CONTENT STRATEGY
WEBSITE
CONTENTSTRATEGY
SEM/SEO
ONLINEMEDIA
PRINTMEDIA
SOCIALMEDIA
SALESTOOLS
DIGITAL STRATEGY
OUTBOUNDCAMPAIGNS
INBOUND CAMPAIGNS
COST/BENEFITS
RETARGET/RESTART
SPEAKTO A
PAINPOINT
DEMOS/TRIALS/
SAMPLES
NURTURING STRATEGY
LEADQUALIFICATION
MEASUREBEHAVIOR& ACTIVITY
SEGMENT BASEDON ACTIVITY/
SCORE
1 2 3 MOVEWARM LEADS TONURTURE CYCLE
ROUTEQUALIFIED
LEADS TO SALES
BUILDTARGETED
LISTS
ANALYZEMARKETING & SALES
PERFORMANCEEXECUTECAMPAIGNS
LEADNURTURING
SALES
}
AUTOMATION STRATEGY
Marketing automation improves efficiencies and allows marketers to deliver the relevant, personal and timely content that improves the buyer experience.
=Results.
DIGITALMARKETING
COMPANIES THAT EXCEL ATLEAD NURTURING
GENERATE
50% MORESALES READY LEADS
AT 33%LOWER COST.
MAXIMIZEYOURROI
FORRESTER RESEARCH
STOPWASTING
TIME
BUSINESSES THAT USEMARKETING AUTOMATION
TO NURTURE PROSPECTSEXPERIENCE A
451% INCREASEIN QUALIFIED LEADS
COMPANIES THAT AUTOMATELEAD MANAGEMENT
SEE A10% OR GREATERINCREASE IN REVENUE
IN 6-9 MONTHS
THE ANNUITAS GROUPGARTNER RESEARCH
GETTRACKABLE
RESULTS
IFBYPHONE
95%OF MARKETING
AUTOMATION USERSNOTICED AN
INCREASED ABILITYTO MEASURE SALES
63%OF MARKETING
AUTOMATION USERSNOTICED AN
INCREASED ABILITYTO MEASURE ROI
CREATECONTENTSTRATEGY
SOCIAL MEDIA B2BG+
B2B COMPANIESWITH BLOGS
GENERATE
67% MORE LEADSPER MONTH ON AVERAGETHAN NON-BLOGGING FIRMS
THE AVERAGE COSTTO GENERATE A LEAD THROUGH
INBOUND MARKETING
($143)IS ABOUT HALF THE AVERAGE FOR
OUTBOUND MARKETING
($373)
