In een constant veranderend B2B-marketinglandschap is het noodzakelijk om als marketeer zo effectief mogelijk te werk te gaan. Organisaties worden steeds meer resultaatgericht. Dat betekent dat marketeers de ROI van marketing moeten kunnen aantonen. Marketing automation maakt dit mogelijk. Ook kun je zorgt het ervoor dat je leads perfect kunt nurturen met relevante content en dat je hoogwaardige leads aan sales kunt leveren. Maar hoe gebruik je het effectief en hoe implementeer je het correct. Bekijk de presentatie en leer: - Wat marketing automation is en wat de voordelen zijn? - Hoe het maken en versturen van e-mails effectiever kan? - Hoe je inzicht krijgt in het digitale gedrag van jouw prospect? - Hoe marketing automation het werk van een marketeer vereenvoudigt? - Hoe marketing automation software er uit ziet?

1. Webinar starting with
marketing automation
Presenter:
Charles van der Wal
Marketing Operations Consultant
@charlesvdwal
charles@spotonvision.com
Host:
Ingrid Archer
Managing Partner
@ingridarcher
ingrid@spotonvision.com

2. spotONvision B2B Marketing agency
The Buyer Content Marketing
Lead Management Marketing Automation
Our services

3. Upcoming events
spotONvision masterclasses
24 September: Content marketing the next level
9 October: Starting with marketing automation
20 November: Buyer personas: insights in the B2B buyer
Sign up for multiple masterclasses and receive a 20% discount!
Mark in your agenda:
B2B Marketing at the speed of light
6 November 2014

4. Questions?
GoToWebinar:
“Chat” or “Ask a question”
OF
Twitter met #b2bnl tag
Twitter: @spotonvision
@charlesvdwal
#b2bnl

5. Today’s webinar:
• B2B marketing challenges
• Definition marketing automation
• Why should you use marketing automation?
• Practical example
• Summary: what are the benefits?

6. B2B marketing challenges

7. CHALLENGE #1:
The current B2B buyer is changing

8. CHALLENGE #2:
Sales wants more… better leads

9. Sales wants “leads!”
CHALLENGE #2:
Sales wants more… better leads
Marketing hits the “more”
button
Sales doesn’t follow up Marketing: “Why no
followup?”
Sales: The “leads” are
no good Marketing:
Wasted effort, poor
performance, bitterness,
despair

10. CHALLENGE #3:
We have to do more with less

11. CHALLENGE #4:
Analytics should form the basis of our decisions

12. CHALLENGE #5:
Prove the added value of the marketing department

13. Poll:
What is your biggest B2B marketing
challenge?

14. What is marketing automation?

15. What is marketing automation?
“SaaS solution which enables an integrated, analytical approach to
marketing operations and creates stronger ties with sales by tying
marketing activities to revenues”

16. What is marketing automation?
“SaaS solution which enables an integrated, analytical approach
to marketing operations and creates stronger ties with sales by
tying marketing activities to revenues”

17. What is marketing automation?
MARKETING SALES
REPORTING

18. Website visitor tracking
• Track website
visitors for
individual domains
• Tracking for
prospects and
companies
• Referring sites,
search terms and
average number of
page views

19. E-mail marketing
• Insights in open-and
click rates
• Find out more
about the prospect
that actually clicked
a link

20. Landingpages & forms
• Easily implement
landingpages and
forms
• Same
functionalities as a
WYSIWYG editor
• Also possible to
upload and
implement using
HTML

21. Lead scoring
Engagement criteria:
• Email opens
• Website visits
• Landingpage visits
• Media downloads
• Webinar registrations
• Event registrations
Profile criteria:
• Title/Job description
• Number of employees
• Location HQ
• Country

22. Digital body language

23. Database management

24. Automated programs
• Set up nurture
campaigns
• Full integration with
marketing
automation
database
• Triggers based on
online behaviour

25. Proving the ROI of marketing

26. Marketing automation: practical case
Meet Erna
Title: Marketing Manager
Industry: Insurance

27. Marketing automation: practical case

30. Klik

31. Marketing automation: practical case
Profile
• Segment marketing manager
• Large insurance company
• Large marketing team
Engagement
• Interested in content marketing
• Awareness phase
Close
• Right time, right message
• Effective nurturing campaign
• Sent to sales for follow-up

32. What are the advantages?
• Improve the quality of your leads
• Increase productivity and efficiency of the marketing department
• Use multi-channel campaigns to engage with customers and prospects
• Increase engagement and gain more valuable insights in your target audience
• Improve relationships with customers and existing customers
• Show the ROI of marketing to your organization

33. spotONvision offers advice:
• Marketing automation platform selection
• Integration and implementation of marketing automation
• Managed services
• Marketing automation software Audit
• Want to see a demo? Contact us!

34. Q&A
spotONvision masterclasses
Wednesday 24 September: Content marketing the next level
Thursday 9 October: Starting with marketing automation
Thursday 20 November: Buyer personas: insights in the B2B buyer
Sign up for multiple masterclasses and receive a 20% discount!

35. Want to know more? Or need help with the setup and
execution of marketing automation?
www.spotonvision.com
@spotONvision
@b2bmktforum
@charlesvdwal
@shimonbenayoun
LinkedIn groups:
B2B Marketing Forum, en
Passion for B2B Marketing
http://www.youtube.com/user/spotONvision