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Marketing Automation

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by

Matt Webster

on 27 March 2012

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Transcript of Marketing Automation

The contents of this presentation represent the opinions of the presenter, and do not necessarily reflect those of Movéo or its subsidiaries.
Lead Gen...
Demand Gen...
The New Game of
Marketing Automation
The Buyer's Journey
Characterized by:

Marketing Provides Leads to Sales

Qualification: Must Have a Pulse

Uni-dimensional & Highly Manual

Assets Mapped to Buyer's Journey
Characterized by:

Marketing Nurtures Leads for Sales

Qualification: Sales Readiness

Multi-dimensional & Automated

Assets Mapped to Buyer's Journey [no change]
Value of Lead Nurturing
Early stage content:

Infographics & Lists

Video (non-demo)

Webinars
Mid stage content:

eBooks/Guides

Analyst Reports

White Papers
Late stage content:

ROI Calculators

Testimonials/Case Studies

Data Sheets & Demos
evolved definition of "lead"
Prospect/Inquiry

Previously Considered a "lead"

Anyone who has Taken Action

Total # of Handraisers
Suspect
Everyone in your Target Market
Suspect
Everyone in your Target Market
Lead

Right Person (Action + Fit)

Marketing Qualified (MQL)

Sales Agrees to "Work" Lead
Opportunity

Ready Person (Fit + Need)

Sales Qualified (SQL)

Now Part of Pipeline
?
(4)

E
N
G
A
G
E
D
?

(1)
D4
(D) C O M P A N Y F I T ? (A)
Fit Scoring
Are you interested in them?
Are they interested in you?
The Principles of Demand Generation Exist INSIDE the Marketing Funnel.
C4
B4
A4
D3
C3
B3
A3
D2
C2
B2
A2
A1
B1
C1
D1
Target Fit / Heavy Interest
Unclear Fit / Heavy Interest
Target Fit / Intent Unclear
Implicit

Email Response

Online Behaviors

BANT (explicit)
Explicit:

Company Size

Industry/Geography

Job Function/Seniority
Unclear Fit / Intent Unclear
So, What REALLY Changed?
Increasingly, our clients' success will depend on their ability to grow a robust marketing database and create greater alignment between marketing & sales. Join us as we walk through the core concepts of Demand Generation...
The Principles of Lead Generation Exist OUTSIDE the Marketing Funnel.
Full transcript