5 Principles and 7 Technologies for revving up your leads and sales with marketing technology

1. A Marketing Technology
Starter Kit
Louis Gudema
President
revenue + associates
@louisgudema
http://revenueassociates.biz

2. Most marketers feel…

3. 5 Principles
7 Technologies
The 5-7 Formula for Martech Success

4. 5 Principles

5. Be customer-centric

6. Use technology

7. Respect the data

8. Assemble the right team

9. Fuse Sales and Marketing

10. 7 Technologies

11. Direct marketing success factors
List
Offer
Creative

12. Analytics

13. Ignore industry benchmarks

14. Who’s using your site…

15. How did they get there…

16. Social media data…

17. All tools have analytics…

18. Conversion Optimization

19. Conversion optimization

20. Industry average: 3%
After optimization: ~6%
Landing pages

21. 33% Conversion Rate
Landing pages

22. On-site optimization

23. On-site optimization
Request a Quote

24. On-site optimization

25. Marketing apps

26. Email Marketing – the 800 pound gorillaEmail Marketing

27. Don’t spam!

28. Collect emails first, sell second

29. Beat those industry benchmarks

30. Search Marketing

31. Search marketing
Paid ads
Organic

32. Search ad data

33. Competitive Research

34. Search Engine Optimization

35. Keywords can indicate buyer’s stage
Awareness Consideration Decision
Keywords Broad industry,
issues
Solutions Brands
Content Analyst reports,
Webinar,
infographic,
checklist, Top 10
issues
Case studies,
demos, FAQ,
spec sheet
Free trial, ROI
calculator,
coupon, info
for CFO
Gated No Maybe Yes
Sales follow-
up
No Maybe Definitely

36. Remarketing

37. Mobile

38. 50-100% increase in mobile conversions

39. Marketing Automation

40. Email
Website tracking &
personalization
Analytics
Web forms Automated alerts
Lead scoring

42. Score leads, act appropriately
Lead Scoring Matrix
D
E
M
O
High C B A
Medium D C B
Low E D C
Low Medium High
Actions/Interest

43. These are highly synergistic
Search
Marketing
Mobile
Email
RemarketingAnalytics
Marketing
Automation
Conversion
Optimization

44. Content

45. Assumed: CRM

46. Social media not in top 7

47. 5 Principles
Be customer-centric
Respect the data
Use technology
Assemble the right team
Fuse sales and marketing

48. 7 Technologies
Analytics
Conversion
Optimization
Email
Search Marketing
Remarketing
Mobile
Marketing
Automation

49. https://hbr.org/2014/11/7-marketing-technologies-every-company-must-use

50. Louis Gudema
louis@revenueassociates.biz
www.revenueassociates.biz