what's driving the adoption of marketing automation?
TRANSCRIPT
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What’s Driving Adoption of Marketing Automation?
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Chat
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#ActOnSW
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Today’s Presenter
Dan FreemanPresident
Marketing Growth Strategies LLChttp://marketinggs.com
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Agenda
• Drivers of Marketing Automation
• Adoption Rates
• Skills required for Success
• Content
• Data
• Marketing Processes
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Why Marketing Automation?
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Transformation of Marketing
Top Down, Push Bottom up, Pull
From Don Draper…to Silicon Valley
Google’s Market Cap from Zero to $350 Billion in 15 years
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Transformation of Marketing
1.2 Trillion Searches (2012)
640 Million Web Sites
42 Million WordPress Blogs
144 Billion emails per Day
175 Million Tweets Daily
2.7 Billion Facebook Likes Daily
1.1 Billion Smartphones
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Transformation of Marketing
Apps in iPhone Catalog
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Transformation of Marketing
• Exponential growth in digital interactions
• Marketing is now more data intensive than Wall Street
• The primary challenge of marketing today:
How to manage the proliferation of content and data
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Why Marketing Automation?
Marketing Automation software enables marketers to manage the complexity of modern marketing
related to the proliferation of content and data.
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Product Lifecycle
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Marketing Automation Adoption
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Marketing Automation Adoption
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Skills Required for Marketing Automation
• Marketing Automation Technology Expertise
• Streamlined Content Creation
• eMail List Building & Data Management
• Lead Tracking• Streamlined Marketing
Processes
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Marketing Automation Technology Expertize
• Spend the time to learn• Marketing Automation
vendors have abundance of rich content
• Devote resources to implementation
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Streamlined Content Creation
• Create personas to understand your target audience
• Audit your content• Map it to the buying
cycle• Identify the content
GAPS• Create a content plan
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7 No Brainers for Building email List
• Simply ask • Display an opt-in form
prominently on your home page• Offer free content to capture
prospect information• Include a free offer in your email
signature • Incorporate opt-in form into all
social media• Collect business cards at
conferences • Incorporate data collection into
your sales processes
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Extra Slide (Not in use)
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Content Planning
Personas/ Owner Marketing Director/ VP
Marketing /ComsManager/Associate
Characteristics Controls Budget Some budget control Primary Influencer
InfluencerNo budgetary control
Pain Points ROI, Revenue, Lead generation.
Control of Marketing Processes, Features,Implementation, Skill development.Lead generation.
Features, Implementation, Skill development
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Content Planning
Buyers Journey Content Focus Examples of Content TypesBeginning Problem
IdentificationOverview Videos, Infographics, ArticlesSurveys
Middle Solution, Unique Selling Proposition
Webinars, Case Studies, eBooks, White PapersData Sheets, Demo, Longer VideosOne on one email touchpointSocial Touchpoints
End Justifying Decision ROI figures, Implementation guidelinesReferences, Recommendations
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Features of Marketing Automation
and Skills Required
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Implementation Offerings
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Q&A
Dan FreemanPresident
Marketing Growth Strategies LLChttp://marketinggs.com
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Ready to Learn More?
Interested in a demoCall +1 (877) 530-1555Email [email protected] www.act-on.com