Marketing Automation

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Post on 09-May-2015




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A presentation about marketing automation, demand generation and how relevance is the key to the future of advertising, user experience and content development.


<ul><li>1.Marketing Automation Why lead gen isnt lead gen anymoreGonzo Schexnayder</li></ul> <p>2. A Slide About Me 3. Another Slide About Me 4. Last Slide About Me 5. Marketing Automation Software platforms designed for marketing departments and organizations to automate repetitive tasks - Wikipedia 6. Filters and Triggers and DataOh my. Track behavior Set interactions Trigger emails Watch Dorothy with crystal ball Wait for foursome to enter forest Send monkeys to capture Dorothy and Toto 7. Build a Journey 8. Its a Tool 9. Demand GenerationThe focus oftargeted marketingprograms to driveawareness andinterest in acompanys productsand/or services.- Wikipedia 10. Demand GenerationUsing Marketing Automation, you can serve yourcustomers relevant content to: 1. Help them find what they need, whenthey need it, which makes them happy and,subsequently, loyal to your brand. 2. Learn where they are in the buying cycleand when theyre ready to buy so yoursales team only calls to close a sale. 11. Demand Gen = Quality Game4 out of 5 sales people agree: better to make 10calls and sell 9, then 1000 calls and sell 10.Lead ALead B 12. Why Should You Care?The Customer is Happier.The Customer Acquisition Cost (CAC) is Lower.The Profits are Higher.THIS ISTHE FUTUREOF ADVERTISING,UX, AND CONTENT 13. Its All About Relevance 2x = 14. Relevance is Personal 15. Relevance is Timely 16. The Hair Net of RelevanceReticularActivatingSystem 17. Lead Gen = Quantity Game 18. Different (Content) Strokes 19. Digital Body Language 20. The Known Knowns Implicit / What can we infer? Past Purchase Behavior, Job Title, Purchase Influence, Industry, Company Income, etc. Explicit / What do we know? Visited Web Page, Opened Email, Clicked Link, Downloaded White Paper, Attended Event, etc. 21. Breadcrumbs and Scoring Score implicit and explicit data Example: 10 = Lead, 20 = MQL, 40 = SQL 22. Nurture ThemFeed your customers valuable information. Benefit-driven ads Webinars White papers Product comparisons Independent research Video tutorials Peer reviews Product demos 23. Ethnography, AP-Style: News 24. Ethnography, AP-Style: Ads 25. Banner Blindness? 26. Nurturing Healthcare ExecsHIT Consulting Firm Segmented targeting 45% Avg Open Rate 17% Avg CTR*Clinical Performance Improvement Firm In 3 months, directly attribute sales revenue 10x marketing investment*vs. industry avg of 23.3% AOR and 5.9% ACTR, (Epsilon) 27. Nurturing Our Readers 28. - Stephen P. Anderson 29. Thank You @digitalgonzo </p>