Marketing Automation & Drupal

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The economic downturn forced marketing organizations to do a better job communicating and quantifying their strategies, tasks, and success. Out of this has come tools to generate leads better and also at a lower cost. These tools are marketing automation. Well-implemented Marketing Automation increases revenues and profitability while lowering costs (or at least cost per new customer). Jim Caruso will cover why this is important to us, organizations that have or build Drupal websites. Jim Caruso, CEO of MediaFirst +1 770.642.2080 http://MediaFirst.net

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<ul><li> 1. Consistent Strategy + Tactics Industry AwarenessEducating Audiences &amp; Markets Selling Value PropositionConnect &amp; EngageLeadsJim Caruso, +1 770.642.2080http://MediaFirst.net 3Friday, April 12, 13 3</li></ul> <p> 2. Unfair AdvantagesEngineers IT Sales = Real Customers12 Years of Client SuccessesKnow Industries &amp; TechnologiesEffective process, Low overheadJim Caruso, +1 770.642.2080 http://MediaFirst.net 4Friday, April 12, 134 3. Partner, Tool, ContractorPartners: Rackspace 10+, Hubspot,Yottaa, Acquia, etc. Tools: Drupal, WordPress, MailChimp, and whatever you have Write, edit, social media, PR, etc. Websites &amp; changes, advertising, etc.Jim Caruso, +1 770.642.2080http://MediaFirst.net 5Friday, April 12, 13 5 4. 78%of Internet users conduct product research online.6 Jim Caruso, +1 770.642.2080 http://MediaFirst.net 6Friday, April 12, 136 5. 7 5%earch usersof thelinks s t paid. rganic nocli ck onare o10Jim Caruso, +1 770.642.2080SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007http://MediaFirst.net 7Friday, April 12, 137 6. Companies that blog get55% morewebsite visitors.12Jim Caruso, +1 770.642.2080SOURCE: HUBSPOT, 2010 http://MediaFirst.net 8Friday, April 12, 13 8 7. 67%oand 4 f B2C1% o comphave f B2B anies acqu compiredanies throua cusgh Fa tomecebor ok.SOURCE: HUBSPOT, 201114Jim Caruso, +1 770.642.2080 http://MediaFirst.net9Friday, April 12, 13 9 8. ITS TIME TO TRANSFORM MARKETING!Jim Caruso, +1 770.642.2080 http://MediaFirst.net 10Friday, April 12, 13 10 9. 1Makestuffpeoplewant.START CREATING/PUBLISHING CONTENT THAT ISHELPFUL &amp; VALUABLE TO OUR CUSTOMERS: FAQS HOW-TOS EBOOKS VIDEOS BLOG!28Jim Caruso, +1 770.642.2080 http://MediaFirst.net 11Friday, April 12, 13 11 10. THE MORE WE GIVE, THE MOREWELL GET INCREASE # 2OF PAGESBe &amp; INBOUND LINKSgenerous. BUILD TRUST, CREDIBILITY,&amp; GOOD WILL29Jim Caruso, +1 770.642.2080 http://MediaFirst.net 12Friday, April 12, 1312 11. 3 Rock ourkeywords. GET ON PAGE 1! DOUBLE TRAFFIC CUT PPC SPENDING IN HALF30Jim Caruso, +1 770.642.2080 http://MediaFirst.net13Friday, April 12, 1313 12. 4 Givegreatdirections. CREATE RELEVANT LANDING PAGES CLEAR CALLS TO ACTION COMPELLING OFFERS31Jim Caruso, +1 770.642.2080 http://MediaFirst.net 14Friday, April 12, 13 14 13. 5 Investwisely.IF IT DONT MAKE DOLLARS, IT DONTMAKE SENSE.32Jim Caruso, +1 770.642.2080http://MediaFirst.net15Friday, April 12, 13 15 14. 6 MONTH GOALS: Double web trafc (to buyer keywords) Double web leads Website Grade above 70http://www.WebsiteGrader.comGrader.com REPEAT!HOW TO USE THIS SLIDE:Adjust above goals according to your baseline and growth objectives. Thendelete this box &amp; the orange arrow to the left!(my addition in parentheses)33Jim Caruso, +1 770.642.2080http://MediaFirst.net16Friday, April 12, 13 16 15. 200 MillionAmericans have registered on the Federal Trade CommissionsDo Not Call list.11Jim Caruso, +1 770.642.2080SOURCE: FTC, JULY 2010http://MediaFirst.net 17Friday, April 12, 13 17 16. Yesterdays approach:GET IN THEIR FACEwhen theyre not looking.Tomorrows approach:GET FOUNDwhen they are looking.25Jim Caruso, +1 770.642.2080 http://MediaFirst.net 18Friday, April 12, 13 18 17. Inbound marketing costs62% lessper lead than traditional, outbound marketing. AVG COST/LEAD: $373 AVG COST/LEAD: $143OUTBOUNDINBOUND16Jim Caruso, +1 770.642.2080 SOURCE: HUBSPOT, 2011 http://MediaFirst.net 19Friday, April 12, 1319 18. Inbound Marketing MethodologySource - http://www.hubspot.com/products/inbound-marketing/Jim Caruso, +1 770.642.2080 http://MediaFirst.net 20Friday, April 12, 13 20 19. Marketing is EVERYTHING Website Content Social Media SEO Events VideoJim Caruso, +1 770.642.2080 http://MediaFirst.net 21Friday, April 12, 13 21 20. Marketing AutomationOverviewComponentsToolsImplementationMeasurement Plan, Do , Measure, Control - DemingJim Caruso, +1 770.642.2080http://MediaFirst.net 22Friday, April 12, 1322 21. What I Like A methodology for implementation Tracking methods that show incrementalimprovementJim Caruso, +1 770.642.2080http://MediaFirst.net 23Friday, April 12, 1323 22. Drupal Powerful Out-of-the-Box Flexible - Add Modules Functional - AnyJim Caruso, +1 770.642.2080http://MediaFirst.net 24Friday, April 12, 1324 23. Marketing Automation Content: Website, Blogging, Press Releases, Forum, etc Calls-To-Action (CTA) Forms (number of elds) Landing Pages Email: Campaigns, Nurturing (Drip), Transactional SEOJim Caruso, +1 770.642.2080 http://MediaFirst.net25Friday, April 12, 1325 24. Attract Buyers Buyer Personas - Who will buy? Buyer Needs - What content helps them buy? Buyer Keywords - What will be their search query?Jim Caruso, +1 770.642.2080http://MediaFirst.net26Friday, April 12, 13 26 25. Owned, Earned &amp; Paid Media Owned: your website and communications that you control Earned: Press coverage, Likes, Google +1, Retweet, etc. Paid: Advertising and promoted content Syndicated content, promoted tweet, Facebook or Linkedin AdsJim Caruso, +1 770.642.2080http://MediaFirst.net 27Friday, April 12, 1327 26. Persona,VC (Investor) Large Market Excellent Management Team Effective Value Proposition Ability to ExecuteJim Caruso, +1 770.642.2080 http://MediaFirst.net 28Friday, April 12, 13 28 27. Metrics Revenues: Top Line Prot: Bottom Line Closed Deals Qualied Leads Marketing Qualied Leads All LeadsJim Caruso, +1 770.642.2080Trafc http://MediaFirst.net 29Friday, April 12, 1329 28. Marketing ToolsWebsite proler: Ghostery, BuiltWith, etc.Dashboards: Geckoboard, Informly, etc.Integration: ZapierCollaboration: Basecamp, GatherContent, etc.SEO: SeoMoz, SpyFu, SEMRushTrafc Rank: Alexa, Compete, Quantcast, etc.File Share &amp; Sync: Dropbox, Google Drive,Voxel,CloudHQJim Caruso, +1 770.642.2080Friday, April 12, 13Quotes &amp; Digital Signatureshttp://MediaFirst.net 30 30 29. Dashboard: LeftronicJim Caruso, +1 770.642.2080http://MediaFirst.net 31Friday, April 12, 1331 30. Dashboard: DucksboardJim Caruso, +1 770.642.2080http://MediaFirst.net 32Friday, April 12, 1332 31. Dashboards - a list http://chimeapp.com/http://www.cyfe.com/http://www.digmydata.comhttp://www.ducksboard.comhttp://www.easy-insight.comhttp://www.geckoboard.comhttp://www.grappster.comhttp://www.inform.lyhttp://www.leftronic.comhttp://statusboard.mehttp://www.trakkboard.comhttp://www.zeppelin.coRead more: http://mediafirst.net/blog/dashboard-apps-chime-cyfe-digmydata-ducksboard-easy-insight-geckoboard-grappster-informly-trakk#ixzz2QBXpv0YzUnder Creative Commons License: Attribution Non-Commercial No DerivativesJim Caruso, +1 770.642.2080 http://MediaFirst.net 33Friday, April 12, 13 33 32. THINK LIKE A MEDIACOMPANY. You are one.Jim Caruso, +1 770.642.2080 http://MediaFirst.net 34Friday, April 12, 13 34 33. Google is our new business card.26Jim Caruso, +1 770.642.2080 http://MediaFirst.net 35Friday, April 12, 13 35 34. Jim Caruso, +1 770.642.2080 http://MediaFirst.net 36Friday, April 12, 13 36 35. IMPACT OF WEBSITE CONTENTON INBOUND LEADS.Jim Caruso, +1 770.642.2080http://MediaFirst.net 37Friday, April 12, 1337 36. Inbound Marketing Campaign Components Produce a Compelling Marketing Offer Place the Offer on Your Website Nurture the Leads who Convert on That Offer Promote the Offer Measure Your SuccessJim Caruso, +1 770.642.2080 http://MediaFirst.net 38 38Friday, April 12, 1338 37. Jim Caruso, +1 770.642.2080 http://MediaFirst.net 39 39Friday, April 12, 1339 38. Create a Compelling Offer Offers can take any number of formatsEbooksWhitepapersWebinarsDemosTip SheetsInfographicsVideosTemplatesAnd so onJim Caruso, +1 770.642.2080 http://MediaFirst.net 40 40Friday, April 12, 1340 39. Place the Offer on Your WebsiteJim Caruso, +1 770.642.2080 http://MediaFirst.net 41 41Friday, April 12, 1341 40. Nurture Leads Who ConvertEmail #1 Download Our New Lead Generation eBook Day 10Email #2Watch How Using Targeting Email can Increase Leads Day 20Email #3Receive a Demo of the HubSpot Contacts Tool Day 40Jim Caruso, +1 770.642.2080 http://MediaFirst.net42 42Friday, April 12, 13 42 41. Promote the Offer How to properly promote your offer through social media Decide on the timing. Choose what social networks work best for this offer Use a Hashtag Change up your messages Measure your success and replicate what works. 43Friday, April 12, 1343 42. Measure Your Campaign 44Friday, April 12, 1344 43. CONVERTS INTO QUALIFIED LEADS AttractConvert Close Delight Strangers Visitors Leads Customers PromotersFriday, April 12, 1345 44. DELIGHTS YOUR CUSTOMERS AttractConvert Close Delight Strangers Visitors Leads Customers PromotersFriday, April 12, 1346 45. Friday, April 12, 13 47 46. Friday, April 12, 13 48 47. Content DistributionFriday, April 12, 1349 48. Friday, April 12, 13 50 49. Incremental ImprovementFriday, April 12, 13 51 50. Landing PageFriday, April 12, 1352 51. Incremental ImprovementFriday, April 12, 13 53 52. Incremental ImprovementFriday, April 12, 13 54 53. Friday, April 12, 13 55 54. Friday, April 12, 13 56 55. Friday, April 12, 13 57 56. create marketing people loveFriday, April 12, 13 58 57. 119% THE CLICK-THROUGH RATE ON TRIGGERED MESSAGES IS 119% HIGHER THAN BUSINESS AS USUAL MESSAGES. - EPSILON &amp; DMA http://www.epsilon.com/download/q1-2012-north-america-email-trend-results-open-rates-improve-over-previous- quarter-and-prevFriday, April 12, 13 59 58. What is a Buyer Persona? Semi- fictional representations of your ideal customerbased on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.Friday, April 12, 1360 59. Persona Profile ChecklistFriday, April 12, 13 61 60. MARKETING MARY Professional marketer (VP, Director, Manager) Mid-sized company (25-200 employees) Small marketing team (1-5 people) BComm (BU), MBA (Babson) 42, Married, 2 Kids (10 and 6) Goals: Support sales with collateral and leads Manage company communications Build awareness Challenges: Loves HubSpot because: Too much to do Easy to use tools that make her life easier Not sure how to get there Learn inbound marketing best practices Easier reporting to sales and CEO Marketing tool and channel messFriday, April 12, 1362 61. Use PPC to Unleash the Power of Organic (SEO) Free Pay Per Click 25% of Clicks More traffic Organic Results Smarter people75% of clicks Longer lastingSource: Marketing Sherpa and Enquiro ResearchFriday, April 12, 1363 62. Marketing Automation Vendors Act On Eloqua Hubspot Infusionsoft Loopfuse Marketo Pardot Salesfusion Silverpop White LabelFriday, April 12, 1364 63. Friday, April 12, 13 65 64. Resources: Complete Examples Marketing Automation vendors Brian Clark ProBlogger.net Chris Brogan Gary Vaynerchuk @GaryVeeFriday, April 12, 1366 65. Marketing Automation with Drupal Google Analytics Great content, taxonomy, related content Friendly search, Solr and faceted Performance tuned servers, caching, and CDN Drupal form &amp; validation modules (CRM form modules) Email: modules for MailChimp &amp; Mandrill - other ESPs Great experience, tracking and landing page alternativesFriday, April 12, 13 67 66. MediaFirst: Marketing PR,Social, &amp; Web - for Leads Jim Caruso, 404.788.0188, jim@mediarst.net http://MediaFirst.netFriday, April 12, 1368 </p>