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Rylan Morris Manager of Sales Marketing

Improve your campaign performance with Vendasta's marketing automation software. Deliver relevant and personalized content at scale, track real-time engagement, and drive better ROI. Discover how to implement smarter strategies and meet the needs of stakeholders. Start achieving better campaign results today.

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Rylan Morris Manager of Sales Marketing

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  1. Rylan Morris Manager of Sales Marketing rmorris@vendasta.com linkedin.com/in/rylanmorris www.vendasta.com 306.955.5512 ext 164

  2. Peter Bindle Sales Marketing Specialist pbindle@vendasta.com www.vendasta.com 306.955.5512

  3. vendasta.com/webinars

  4. Why Agencies Need Campaigns

  5. What are campaigns?

  6. The simple definition Campaigns purpose are to deliver more relevant and timely value to an audience at scale, with better personalization.

  7. What we know • 70% of marketers are either unhappy or only marginally happy with their campaign software • 6 out of 10 marketers cite poor or inconsistent data quality, or lack of data, as their biggest challenge to producing personalized campaigns • 44% of dissatisfied users say the software takes too long to implement, is difficult to learn, and is expensive http://customerexperiencematrix.blogspot.ca/2015/04/are-70-of-marketing-automation-users.html

  8. The struggle is real 70% of marketers are either unhappy or only marginally happy with their campaign software Budget constraints 32% 32% Poor integration between sales and marketing 30% Poor infrastructure to collect/analyze data 30% Lack of lead data & support from sales 23% Complexity of marketing automation software

  9. Vendasta Advantage

  10. 3 type of campaigns Acquisition Adopt Upsell

  11. Acquisition • Pinpoint businesses when they are “Ready to Buy” • Contact them as close as possible to that moment • Manage pipelines more effectively and improve sales efficiency • Offer pertinent solutions at the right price and service model

  12. Adopt • Adoption campaigns help to increase the number of active users who see value in your products. • Drive engagement for DIY clients through a how-to-use-the- product email campaign. For DIFM, thank them for their purchase!

  13. Upsell • Upsell campaigns help increase the average number of products per customer. • Use the upsell campaigns to explain what the new offering is, how it can help and why it’s so important.

  14. The ideal campaign @ Continuous Marketing Actual Business Data Targeted Campaigns Real-Time Tracking

  15. How to Implement

  16. What’s needed? Smarter, faster systems and strategies Start by thinking of your key stakeholders. What does each of them need to do their jobs better?

  17. Know your stakeholders Business Owner Marketing Manager Sales Manager Sales Rep

  18. Miranda, Marketing Manager What do Marketing Managers want? • Personalized, relevant content that doesn’t cost an arm and a leg to produce • Easy implementation that works out of the box • Analytics to understand ROI

  19. Bob, Sales Manager What do Sales Managers want? • Data to hold salespeople accountable. • Best sales practices and pipeline management with robust analytics • Marketing after the sale to grow share-of-wallet

  20. Vern, Sales Rep What do Sales Reps want? • Pleasantly persistent campaigns that follow best practices for sales • Contact leads 10x for max engagement • Alerts upon engagement for quick follow up so they can follow up quickly • Responding to leads within 5 minutes equals 900% increase in conversion • The odds of calling to contact a lead decrease by over 10x in the first hour

  21. Sally, Business Owner What do Business Owners want? • Relevant, prescriptive content • Education: solutions to the problems they’re facing (and the ones they don’t know they have) • Marketing is about being helpful • An agency of record; one login and one contact for all of their marketing solutions • To know how they compare to competitors

  22. You’ve got a lead! • Create a culture of responding to qualified leads immediately (within 5 minutes) • Tie real-time engagement data into a notification system

  23. Relevant data = more engagement A typical vs. targeted marketing automation campaign OMG, it’s about me! 29% 52.10% Snapshot Open Rates Click Through Rates Industry Avg: 15.5% Industry Avg: 6.3%

  24. Core pieces of marketing automation COMMON • Usual suspects: Lead source management, lead scoring, email systems, rules-based delivery logic, etc. • Automated, personalized content to drive engagement • Easy onboarding process, lower cost of acquisition • Close connectivity between sales and marketing HARD TO FIND

  25. Content is king Content is the most critical component for any marketing campaign. It needs to be relevant, timely, valuable, personalized and permission-based.

  26. Uncovering content Costs for a simple four email campaign Doing content development work yourself is expensive.Even then, it likely won’t be personalized.

  27. Tying content to automation Customer interacts with content Assigned sales rep receives an alert Personalized content generated automatically Sales rep follows up with hot lead

  28. Case study $ 730Prospects 35934% Open49% CTR 49.2%Prospect > LeadConversion $57K+In Revenue

  29. ?

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