Accelerate Sales with Marketing Automation

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    19-Aug-2015

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Slide 112 out of 3most innovative companies 123And as I was thinking about this, I ran into an HBR articleAnd I realized its YOU the Marketing Nation that is leading this innovation2most disruptive companies 503Half marketo users4INFORMATION SCARCITYWE USED TO LIVE IN A WORLD OFOur #1 secret is that we believe that buying has changed forever, and that marketing and sales need to change as well.Not that long ago, there were few 3rd party sources of information information scarcity which meant that a buyer had to get most of their information from sales. In this world, it made perfect sense for marketing to pass all leads over to sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyers attention. Traditional marketing, characterized by Mad Men-style marketing, grew up in this era. 5ABUNDANCEINFORMATIONChanged the way we workChanged what was expected of usChanged our careersChanged everything to what it means to be a marketer7Changing buyerMARKETINGSALESChanging buyerMARKETINGSALESChanging buyerMARKETINGSALESBuying decisionLots of research available that supports this shift.10TOFUMOFUBOFU$Whymarketingautomation?Why Attract visitors to your content w/ SEO and social. Nurture them at MOFU. Focus though, is on 111 AttractContent discovery. Build your audience through content, great, but they need to find it.122engageWhy Attract visitors to your content w/ SEO and social. Nurture them at MOFU. Focus though, is on 132engageWhy Attract visitors to your content w/ SEO and social. Nurture them at MOFU. Focus though, is on 143 the handoff Scoring and Lead ManagementSales and marketing alignment16Demographic Fit ScorePositive Demographic ScoreJob title, industry, company size, regionNegative Demographic ScoreGeneric or bad email address, no company (unemployed, self, looking), job title17+1 Click email+1 Visit webpage / blog+3 Early stage content+5 Attend webinar-10 Decay inactivityBasic Engagement+15Free trial or contact request+10Pricing pages+10Demos+12Late-stage content+8 Searches for specific keywords: marketo reviewBuying IntentPage # 2014 Marketo, Inc. #mktgnation14Heres how Marketo does it. Latent behaviors interestActive behaviors buying intent184 the conversationJoe Smith Opened EmailBeth RayFilled out FormGlen Gary 4 Page ViewsJen Harvey 2 Page ViewsLisa Zhang3 Page ViewsHarold SamuelDownloaded FileLori FrancisClicked Email Link5 sales automationA LeadsB Leads Add leads to campaignEmail 1Email 2Email 3 statsEmail OpenClickedAuto-Touch Email 344%21%Industry Average22%3%LinkClickedClicked1. Going to purchase6%52%2. Investigating solution9%3. Reach out next month37%Not interested48%48%65%No Lead Left Behind: SLAsDay 0NotificationDay 1If untouched, reminderDay 2If untouched, reminder cc bossDay 3If untouched, alert executivesDay 7If stale, reminderDay 8If stale, reminder cc bossDay 9If stale, alert executives33ATTRACT NEW LEADSENGAGE PROSPECTSTHE HANDOFFTHE CONVERSATIONAUTOMATED SALES FOLLOW-UPTOFUMOFUBOFU$