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July 30th – August 1st, 2013 McCormick Place, Chicago, IL Copyright © HATCH Marketing & Consulting LLC, 2013 Presented by: Michael J. Hatch.

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Presentation on theme: "July 30th – August 1st, 2013 McCormick Place, Chicago, IL Copyright © HATCH Marketing & Consulting LLC, 2013 Presented by: Michael J. Hatch."— Presentation transcript:

1 July 30th – August 1st, 2013 McCormick Place, Chicago, IL Copyright © HATCH Marketing & Consulting LLC, 2013 Presented by: Michael J. Hatch

2  Corporate Trade Shows & Events  AT&T (65)  Holiday Inns Worldwide (1400)  Exhibit Design & Production (5,000+)  TSEA: DC Chapter & Board of Directors  a2z, Inc. event mgmt. technology  400+ Show Organizers  Top-200 (110)  10,000+ Exhibitors ___________________________________________

3 Exhibit Manager’s Lament: 3 1. Little or no control (Marketing managers too)

4 Exhibit Manager’s Lament: 4 1. Little or no control 2. Up to 80% (Marketing managers too)

5 Lead Quality A vs. B vs. C 80 % 20 %

6 80 % of leads from ALL sources Source: Sales & Marketing Management Magazine

7 Exhibit Manager’s Lament: 7 1. Little or no control 2. Up to 80% 3. No way to document ROI (Marketing managers too)

8 Recommendation for exhibitors Source: 10,000+ exhibitors to

9 9 80 % leads disqualified or neglected by sales people turn into sales for their competition in 12 to 36 months Source: Sirius Research Group

10 80 Why %

11 Sales: Making the monthly & quarterly quotas Reality

12 The Dilemma Recommendation for exhibitors

13 Most Trade Show Leads (and most other sales leads too)

14 ? The Solution

15 MarketingAutomation The Key:

16 A Better Way: (for ALL leads, not just trade show, internet, direct mail…)

17 A Better Way: (for ALL leads, not just trade show, internet, direct mail…)

18 Marketing Automation Marketing Automation 2x Sources BuyLine Research

19 Marketing Automation 2x 3x Sources Sirius Decisions to

20 ? How does it work Marketing Automation

21 1. Like marketing programs a) Constant Contact b) Vertical Response How it Works:

22 1. Like marketing programs a) Constant Contact b) Vertical Response 2. Import Leads a) Any file from the show (or any marketing channel) How it Works:

23 1. Like marketing programs a) Constant Contact b) Vertical Response 2. Import Leads a) Any file from the show (or any marketing channel) 3. Excel or Access How it Works:

24 1. Like marketing programs a) Constant Contact b) Vertical Response 2. Import Leads a) Any file from the show (or any marketing channel) 3. Excel or Access 4. Modern Sales CRM How it Works:

25 1. Like marketing programs 2. Import Leads 3. Excel or Access 4. Modern Sales CRM a. Sugar b. NetSuite c. MS Dynamics d. Salesforce.com How It Works:

26 It’s all about creating DRIP campaigns, lead nurturing and cultivation (and control)

27 touches

28 1.Like marketing programs 2.Import Leads 3.Excel or Access 4.Modern CRM 5.Create a DRIP campaign a)White paper b)Client case study c)Blog d)Newsletter e)Product video f)Webinar g)Other How It Works:

29 Campaigns: Weekly/Monthly/Quarterly

30 Scoring: 10 10/20/30pts. A,B,C + 10pts. for each (7) visit = 100pts.

31 touches

32 System monitors automatically Who - including colleagues What pages How long How it Works:

33 Score your leads and their activity

34

35 Auto Alerts to anyone… Auto Alerts to anyone… points

36 100 Points = C to B leads B to A leads Leads Auto-Graduate themselves How It Works:

37

38 2 (3) Things You Need

39

40 Marketing Automation Systems  Pardot (small to mid)  Marketo (Fortune 500)  Eloqua (Fortune 500)  Silverpop  Manticore  Marketbright  Genius  ExactTarget (Salesforce.com)  LeadFormix  HubSpot  eTrigue  Optify  SalesFUSION  Market2Lead  Act-On Software  ActiveConversion

41 1. Lead Capture 2. Simplified Lead Management 3. Lead Scoring 4. Automated Lead Nurturing 5. Drip Campaigns 6. CRM & Mobile Integration 7. Automated Lead Generation 8. Real-time Conversion Events 9. Multichannel and Social Media Tracking 10. Shorten the Sales Cycle 11. Real-time ROI Reports 12. Free Up Resources 13. Create a Winning Relationship between Marketing and Sales Marketing Automation Systems Benefits of an MA system Benefits of an MA system

42

43 Marketing-Smart © Websites Marketing-Smart © Websites Marketing-Smart © Websites

44

45

46 Integrate & Captured within your CRM

47

48 1.Modern Sales CRM a. Sugar b. NetSuite c. MS Dynamics d. Salesforce.com e. ACT f. Zoho g. Oracle h. Goldmine i. SalesLogix j. Nimble k. Insightly 3

49  Centralization  Shared Information  Lead De-duplication  Improved Customer Service  Improved Marketing Efforts  Real-time sales pipeline & ROI Reports  42% increase in forecast accuracy  More Profit  34% increase in sales productivity  29% increase in sales from greater visibility Benefits of Sales CRM

50 1.New Breed of Modern Sales CRM (Integrated Marketing Management) a. InfusionSoft b. Swiftpage Act SalesLogix Mobile CRM c. Velocify d. TeraData/Aprimo e. SAS *

51  All Majors  Oracle  Swiftpage  Pipedrive  Sugar  Soho  Salesforce.com  CWR Mobile  SurgeHub New Breed of Modern Sale CRMs Mobile CRMs

52

53 Recap Automated Lead Follow-up and CRMs Automated Lead Follow-up and CRMs

54 Recap Automated Lead Follow-up and CRMs Automated Lead Follow-up and CRMs

55 MA 1. Nurture ALL your leads until they are ready to buy...don’t lose them to your competition! Marketing Automation Value Propositions Marketing Automation

56 MA 1. Nurture ALL your leads until they are ready to buy...don’t lose them to your competition! 2. 2x to 3x sales-ready leads from current marketing spend Marketing Automation Value Propositions Marketing Automation Marketing Automation

57 MA 1. Nurture ALL your leads until they are ready to buy...don’t lose them to your competition! 2. 2x to 3x sales-ready leads from current marketing spend 3. No new sales or admin staff * Marketing Automation Value Propositions Marketing Automation Marketing Automation * ( * ) Allow Budget for MA system

58 MA 1. Nurture ALL your leads until they are ready to buy...don’t lose them to your competition! 2. 2x to 3x sales-ready leads from current marketing spend 3. No new sales or admin staff * 4. Minimal Manual Effort Marketing Automation Value Propositions Marketing Automation Marketing Automation * ( * ) Allow Budget for MA system

59 CRM 1. Shared Information – Access for You Sales CRM Value Propositions CRM CRM

60 CRM 1. Shared Information – Access for You 2. Improved Marketing Efforts Sales CRM Value Propositions CRM CRM

61 CRM 1. Shared Information – Access for You 2. Improved Marketing Efforts 3. Real-time sales pipeline ROI Reports Sales CRM Value Propositions CRM CRM

62 CRM 1. Shared Information – Access for You 2. Improved Marketing Efforts 3. Real-time sales pipeline ROI Reports 4. More Profit Sales CRM Value Propositions CRM CRM

63 July 30th – August 1st, 2013 McCormick Place, Chicago, IL Copyright © HATCH Marketing & Consulting LLC, 2013 Presented by: Michael J. Hatch

64 64


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