Marketing automation | Software with agency SearchUser

Total in SupportCroissantje Creatief

+searchuser@searchusersearchuser.nl

THE FUTURE IN B2B MARKETING & SALES

+dirktuip@dirktuipdirktuip.nl

Dirk

1. Former Top Handbal player, 28 caps2. Marketing cleaning company (35 mln)3. Cruyff Institute Marketing Manager4. Help people grow & Connecting the dots5. CEO of SearchUser and FacilityApps (startup)6. Board of Glasaal Volendam

SU (10 FTE)

1. Founded in 2009 – focus on SEO/SEA2. Focus on B2B Online Marketing &SALES3. Top-10 Google Agencies, SMB Partner4. Traffic Generation, Conversion + Automation for B2B5. Served over 500 companies in internet marketing6. IBM, Scoupy, B2B and software companies7. 15 MA implementations in the last 6 months

Email Marketing

Marketing Automation

What is MA?

1) Right message - right lead - right time

2) As Automated As Possible

3) Know when a lead is sales ready

4) ROI measurement

Advantages

- Save time- Marketing and Sales = 1- Right clients + qualification- Notifications versus human ‘mistakes’- Marketing = ROI - E-mail marketing + CRM in one package - Building authority

Right PeopleProduct -> Target Group

Right MessageStrategie -> Funnel

Automation / DATAPhysical > Online/Software

Don’t think:‘I want more traffic to my website’

Think:‘I want my ideal client on my website’

STOP SHOOTING EVERYBODY

How do I get my ideal client/fans?

CRM?

Target Group List: Get the lead

Linkedin search

Buyer Persona

AIDA Google Model

Linkedin Targetting

Facebook Targetting

17

Twitter targetting

Remarketing

Bird has flown

Right PeopleProduct -> Target Group

Right MessageStrategie -> Funnel

Automation / DATAPhysical > Online/Software

TIP 1: GATHER EMAIL ADRESSES WITH (FREE) GIVE AWAYS

E-MAILS = LEADS!!

TIPS FOR AN ONLINE SALES FUNNEL

TIP 2: E-mail follow up

Tip 2.1: separate your sales pitch (case studies, etc.)

Tip 2.2: send useful content (tips & tricks)

TIP# 3:Use different conversions

(divide your product)

TIP# 4:Use more funnels

• Per product -> different sales story!• Per industry -> different sales story!• Per type customer -> different sales story!

Tip# 5,6,7,8: Automate

Right PeopleProduct -> Target Group

Right MessageStrategie -> Funnel

Automation / DATAPhysical > Online/Software

Marketing Automation

1. AUTOMATE ALL MARKETING ACTIVITIES

2. SPEED UP THE SALE - behavior based content’)

How?

My journey to the right software

Marketing Automation Software

Our journey

So you chose your software. Now what?

Choose your client

Choose added value

No, it’s not ‘cold’ and non-personal!

1. Get more info about your leads- Measure site behavior- Get notifications2. Faster lead to sale- Segmentation- Automate e-mails- Dynamic content3. Measure your ROI - Revenu per campaign- Adwords integration- CRM + sales funnel

1. More info about leads!Which companies on my site?

1. More information about your leads

See exactly what visitors have done (and who they are)

1. More information about leads

Notifications!!

2. Faster go to sale

Segmentate automatically, based on their behavior on the website or in emails.

Example of segmentation lists

2. Speed up your sale

Dynamic content (web + e-mail)

A B

A B

3. Meet je ROI

3. Sales Funnel

Example Marketing Automation

Klant zoekt verhuizer online

1. Komt op site, download 10 verhuistips2. Klant komt in funnel

3. Krijgt e-mail, wat voor specifieke verhuistips zoekt u? (klantsegmentatie)

4. Krijgt automatische email met gespecificeerde content

5. Call to action mail met aanbieding

Example Marketing Automation

Koper van Whisky

1. Komt op site, plaatst een bestelling2. Klant komt in funnel

3. Krijgt e-mail, wij hebben ook een community en market place, voordelen daarvan. Of krijg na bepaalde periode

email met aanbieding zelfde type smaak whisky

4. Word opgenomen in nieuwsbrief

Example Marketing Automation

Verzekeringskantoor wil verzekeringen verkopen

1. Nieuwsbrief wordt verstuurd naar alle klanten over verzekeringen rondom wintersport

2. Klant klikt en komt in funnel*3. Klant krijgt meer informatie over waaraan hij

moet denken bij wintersportvakantie4. Als klant klik krijgt hij aanbieding

5. *Funnel is trechter

Take Aways

- Automate Content = King!- Give away (e-book, whitepaper, etc.)- Lead nurturing based on sales funnel- Story telling of your emails -> ask questions, survey, different

landing pages- Not only fo inform, but HELP- MA Software is for startups and SMB - 300-400 v.s. 1500-2000

Total in SupportCroissantje Creatief

+dirktuip@dirktuipdirktuip.nl

THE FUTURE IN B2B MARKETING & SALES