Marketo Marketing Nation Summit, April 2014
Creating leads for your business is hard. There’s a reason companies hire agencies like Home Service Direct to optimize conversion — they can’t afford to waste any leads they get and need help to boost their ROI. They spent a lot of effort getting the leads and that effort would be wasted if nothing comes from them. But how do you maximize the ROI of every lead you can? Today, we will go over how to use marketing automation to collect and utilize custom, critical data for your business to multiply engagement levels. We will also be covering conversion rates and ROI with database segmentation and dynamic content, through outbound email, lead nurturing and scoring.
Key Takeaways include:
- Intelligent database segmentation and targeting with custom fields and custom scoring. Understanding managed IT services such as constant monitoring of cloud and physical data centers, structured ITIL process integration, and disaster recovery management, which can ultimately boost conversion rates.
- Utilizing demographic and behavioral data to dictate marketing initiatives and dynamic content, and ensure that every lead you generate will receive the right content, at the right time, throughout every stage of the customer journey, and then keeping track of them once their sale is completed using lead distribution software
- Building a lead nurturing machine (and “ecosystem”) that will work for you to identify and capitalize on key characteristics and behaviors, and move leads down the funnel accordingly, in an automated fashion
- Concrete action items for Marketo users and marketing leaders on how you can implement all of the above to optimize your funnel, achieve greater results with a lesser investment, and quantify its impact on the bottom line
