Marketing Automation voor beginners

Download Marketing Automation voor beginners

Post on 19-Oct-2014

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In een constant veranderend B2B-marketinglandschap is het noodzakelijk om als marketeer zo effectief mogelijk te werk te gaan. Organisaties worden steeds meer resultaatgericht. Dat betekent dat marketeers de ROI van marketing moeten kunnen aantonen. Marketing automation maakt dit mogelijk. Ook kun je zorgt het ervoor dat je leads perfect kunt nurturen met relevante content en dat je hoogwaardige leads aan sales kunt leveren. Maar hoe gebruik je het effectief en hoe implementeer je het correct. Bekijk de presentatie en leer - Wat marketing automation is en wat de voordelen zijn? - Hoe het maken en versturen van e-mails effectiever kan? - Hoe je inzicht krijgt in het digitale gedrag van jouw prospect? - Hoe marketing automation het werk van een marketeer vereenvoudigt? - Hoe marketing automation software er uit ziet?

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<p>Content Marketing &amp; Sales</p> <p>Webinar starting with marketing automation</p> <p>Presenter:Charles van der WalMarketing Operations Consultant@charlesvdwalcharles@spotonvision.com</p> <p>Host:Ingrid ArcherManaging Partner@ingridarcheringrid@spotonvision.com</p> <p>The Buyer</p> <p>Content Marketing</p> <p>Lead Management</p> <p>Marketing Automation</p> <p>Our services</p> <p>spotONvision B2B Marketing agency</p> <p>Upcoming events</p> <p>spotONvision masterclasses24 September: Content marketing the next level9 October: Starting with marketing automation20 November: Buyer personas: insights in the B2B buyer</p> <p>Mark in your agenda:B2B Marketing at the speed of light6 November 2014</p> <p>Sign up for multiple masterclasses and receive a 20% discount!</p> <p>Questions?</p> <p>GoToWebinar: Chat or Ask a question</p> <p>OF</p> <p>Twitter met #b2bnl tagTwitter: @spotonvision</p> <p>@charlesvdwal #b2bnl</p> <p>Todays webinar:</p> <p>B2B marketing challenges</p> <p>Definition marketing automation</p> <p>Why should you use marketing automation?</p> <p>Practical example</p> <p>Summary: what are the benefits?</p> <p>B2B marketing challenges</p> <p>CHALLENGE #1:The current B2B buyer is changing</p> <p>CHALLENGE #2:Sales wants more better leads</p> <p>Sales wants leads!</p> <p>Marketing hits the more button</p> <p>Sales doesnt follow up</p> <p>Marketing: Why no followup?</p> <p>Sales: The leads are no good</p> <p>Marketing:</p> <p>Wasted effort, poor performance, bitterness, despair</p> <p>CHALLENGE #2:Sales wants more better leads</p> <p>CHALLENGE #3:We have to do more with less</p> <p>CHALLENGE #4:Analytics should form the basis of our decisions</p> <p>CHALLENGE #5:Prove the added value of the marketing department</p> <p>Poll: What is your biggest B2B marketing challenge?</p> <p>What is marketing automation?</p> <p>SaaS solution which enables an integrated, analytical approach to marketing operations and creates stronger ties with sales by tying marketing activities to revenues</p> <p>What is marketing automation?</p> <p>SaaS solution which enables an integrated, analytical approach to marketing operations and creates stronger ties with sales by tying marketing activities to revenues</p> <p>What is marketing automation?</p> <p>MARKETING</p> <p>SALES</p> <p>REPORTING</p> <p>What is marketing automation?</p> <p>Website visitor tracking</p> <p>Track website visitors for individual domains</p> <p>Tracking for prospects and companies</p> <p>Referring sites, search terms and average number of page views</p> <p>E-mail marketing</p> <p>Insights in open- and click rates</p> <p>Find out more about the prospect that actually clicked a link</p> <p>Landingpages &amp; forms</p> <p>Easily implement landingpages and forms</p> <p>Same functionalities as a WYSIWYG editor</p> <p>Also possible to upload and implement using HTML</p> <p>Lead scoring</p> <p>Engagement criteria:Email opensWebsite visitsLandingpage visitsMedia downloadsWebinar registrationsEvent registrations</p> <p>Profile criteria:Title/Job descriptionNumber of employeesLocation HQCountry</p> <p>Digital body language</p> <p>Database management</p> <p>Automated programs</p> <p>Set up nurture campaigns</p> <p>Full integration with marketing automation database </p> <p>Triggers based on online behaviour</p> <p>Proving the ROI of marketing</p> <p>Marketing automation: practical case</p> <p>Meet Erna</p> <p>Title: Marketing ManagerIndustry: Insurance</p> <p>Marketing automation: practical case</p> <p>Klik</p> <p>EngagementInterested in content marketing Awareness phase</p> <p>ProfileSegment marketing managerLarge insurance companyLarge marketing team</p> <p>CloseRight time, right messageEffective nurturing campaignSent to sales for follow-up</p> <p>Marketing automation: practical case</p> <p>What are the advantages?</p> <p>Improve the quality of your leads</p> <p>Increase productivity and efficiency of the marketing department</p> <p>Use multi-channel campaigns to engage with customers and prospects</p> <p>Increase engagement and gain more valuable insights in your target audience</p> <p>Improve relationships with customers and existing customers</p> <p>Show the ROI of marketing to your organization</p> <p>spotONvision offers advice:</p> <p>Marketing automation platform selection</p> <p>Integration and implementation of marketing automation</p> <p>Managed services</p> <p>Marketing automation software Audit</p> <p>Want to see a demo? Contact us!</p> <p>Q&amp;A</p> <p>spotONvision masterclasses</p> <p>Wednesday 24 September: Content marketing the next levelThursday 9 October: Starting with marketing automationThursday 20 November: Buyer personas: insights in the B2B buyer</p> <p>Sign up for multiple masterclasses and receive a 20% discount!</p> <p>Want to know more? Or need help with the setup and execution of marketing automation?www.spotonvision.com</p> <p>@spotONvision@b2bmktforum@charlesvdwal@shimonbenayoun</p> <p>LinkedIn groups: B2B Marketing Forum, en Passion for B2B Marketing</p> <p>http://www.youtube.com/user/spotONvision</p>