[Video Series] Part 2 of 3: The Digital Landscape

In the last Video Series Post, we defined what Marketing Automation was. Now that we know, we can chart out the Digital Landscape and determine how it will work for your organization.

TRANSCRIPT:

Hi my name is james pellizzi. Last time we talked we defined what marketing automation is.  Now that we know we are going to chart out what that looks like on the digital landscape.

When I need information on something, the first thing I do is go to google or bing and I search for it.  Let’s say we’re looking for widgets.  I will type in widget in the search engine and google will pull up the most relevant search for that page.  When my company name, Acme, shows up first…it will point to a very basic landing page with a simple photo, headline and value proposition.  It will also have a form to fill out for more information.  This will generate an inquiry.  This is important because 10-20 years ago we’d send this right to sales.  This made them unhappy because this person wasn’t necessary ready to buy and they wanted it further qualified.

Now is where the other components of marketing automation come into play.  We can send them e-mails.  We can track their social media activities like video’s and remarketing.  Finally, we can personalize their websites with welcome back banners or specific offers.  These are all Marketing Qualified Lead (MQL) activities that we can track.

At some point, the lead will become a Sales Qualified Lead which will make sales happy.  They can follow up with this person who they know filled out a form, opened five e-mails, watched a social media three times and responded to an offer.

The real opportunity is that marketing departments can run campaigns like this 25 plus times to generate leads for sales.  This is how Marketing becomes more strategic, instead of tactical.

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