Comparing Email Marketing & Marketing Automation

Marketing technology can bridge the gap to meeting the challenges facing marketeers. This video compares email marketing with marketing automation addressing challenges, obstacles and metrics.

Basics of Initial Outbound Email Marketing

Two basic concepts will be covered related to the marketing funnel. First, developing a marketing campaign around the concept of Define, Build, Educate and Convert. Second is addressing drip marketing vs. multi-channel marketing.

Web Site and Search Engine Optimization (SEO)

Nearly all change initiatives or alternative supplier evaluations include web search research.
This process puts attention on keyword optimization, which will be covered to focus on how to move inbound search from unknown individual to a known prospect that can move toward a qualified lead.

Planning Key Messages & Campaign Calendar

This is the next step in familiarizing you with top of the funnel efforts as they integrate with marketing automation. Typically, a 2 Year Plan is suggested with detailed messaging for current year at a high level with budgeting and target results plans

List Segmentation & Master Lists

In a normal conversation or defined sales process, there is a dialog based on knowing the person very well. Increasing top, middle and bottom of the sales funnel and ultimately sales conversion flow is built on targeting and versioning the best contacts (people). Optional tools will be covered to more easily manage this communication, best practices to employ and organizing to scale.

Awareness, Interest, and Desire Tactics

Existing customers need nurturing to maintain trusted advisor relationship and B2B prospects need education on their top pains, challenges and opportunities to increase awareness of your products or services. With great contact profile targeting this will lead to interest and develop into early trusted advisor relationships. Great Growth sales teams have a great sales pipeline. Absent effective, best rhythm awareness and nurturing tactics, a company is relying on growth only via the small % of active buyers at any given time and following the competitors play book to settle for a small % of these transactions. This yields low growth, low sales & marketing productivity, and lower profits.

More On Interest & Desire Tactics

Each stage of the buying decision cycle needs 1 to 1 communications tailored to advance to the next stage. Many email drip marketing programs don’t score position in the buying decision cycle and don’t tailor personalized communication to improve flow through the buying decision cycle. Combining physical mail and phone interest and desire tactics can accelerate generating qualified leads.

Google AdWords Strategy

Nearly all change initiatives or alternative supplier evaluations include web search research. For B2B, niche keyword combination purchases via Google Adwords can generate qualified inquiries. Key to web search effectiveness is how to move inbound search from unknown individual to a known prospect that can move toward a qualified lead while balancing monthly adword spending with tracked sales results over months or years.