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Marketing Workflows

The document discusses marketing workflows including lead generation, data mining using Apollo.io, integrating a lead forensics tool, and sharing and storing prospect data. It also covers updating content, email marketing strategies, audience segmentation, and applying persuasion principles.

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khushipopat95
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0% found this document useful (0 votes)
33 views26 pages

Marketing Workflows

The document discusses marketing workflows including lead generation, data mining using Apollo.io, integrating a lead forensics tool, and sharing and storing prospect data. It also covers updating content, email marketing strategies, audience segmentation, and applying persuasion principles.

Uploaded by

khushipopat95
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Marketing Workflows

Agenda
Lead Generation Process Data Mining and Integration with Lead Sharing and Storing
Utilization of Apollo.io Forensics Tool Prospect Data
We will discuss the end-to-
end lead generation We will explore how to We will cover the We will discuss best
process, from identifying leverage the Apollo.io integration of the Lead practices for securely
potential prospects to platform to mine for Forensics tool to uncover sharing and storing
nurturing them through valuable prospect data anonymous website prospect data across your
the sales funnel. and enrich your existing visitors and convert them marketing and sales
lead information. into qualified leads. teams.
Lead Generation Process
Assignment of Company Names
Sales team assigns company names in the Teams group (Leads Generation). Our team begins data mining based
on sales team requirements.

Data Mining
Our team conducts in-depth data mining to identify potential leads based on the sales team's requirements. This
involves leveraging various tools and techniques to gather relevant information about target companies.

Lead Qualification
The leads identified through data mining are then carefully qualified to ensure they meet the criteria set by the
sales team. This process helps to prioritize the most promising opportunities and optimize the lead generation
efforts.
Data Mining Using Apollo.io
1. Team mines relevant prospect data as per US team's request
2. Utilization of Apollo.io:
• Accurate data with multiple fields
• 50% time saving on data mining

Here is the data mined from January 2024 for our sales team:

• Alex Jones: Worked on 92 companies and generated 3117 prospects.


• Andrew: Worked on 120 companies and generated 2087 prospects.
• Barry: Worked on 116 companies and generated 2449 prospects.
• Joe: Worked on 2 companies and generated 228 prospects.
Lead Forensics Impact

96 6495
Companies identified in March Prospects identified in March

113 7923
Companies identified in April Prospects identified in April

58 3902
Companies identified in May Prospects identified in May

The Lead Forensics tool has been instrumental in uncovering new sales opportunities. By mining prospect data from financial
companies, we've seen a significant increase in the number of qualified leads, helping to drive our growth.
Sharing Prospect Data
Sharing prospect sheets with the US team in 1
Teams
The first step in sharing prospect data is to share
the prospect sheets with the US team using 2 Uploading data to team's folder under
Microsoft Teams. This allows the team to access appropriate sales team members
and review the information in a centralized
The next step is to upload the prospect data to the
location.
team's shared folder, organizing it under the
appropriate sales team members. This ensures
Simultaneous maintenance of information 3 that each team member can access the
in a spreadsheet for each US team member information relevant to their accounts and
In addition to sharing the prospect sheets, the prospects.
team will also maintain a spreadsheet for each US
team member, keeping the prospect data up-to-
date and easily accessible.
Updating Constant Content Tool
Updating all content in the Constant Content tool for the same prospects
is a crucial step in the marketing workflow. This ensures that the latest
and most accurate information is available across all marketing channels
and touchpoints, providing a consistent and up-to-date experience for
the target audience.
Automated Email Marketing
Campaign Strategy
The approach to email marketing will involve sending three emails per
month to the intended audience. The audience will be rotated every
month to keep the content fresh and relevant. Additionally, there will be
a remarketing effort to previous audiences after six months to re-engage
and convert leads.
Email Campaign Structure
Email 1: Introduction and Email 2: Case Study or Email 3: Special Offer or
Value Proposition Success Story Reminder
Introduce the company and its Share a relevant case study or Provide a special offer or reminder
value, highlight key benefits and success story, demonstrate how of the value proposition, create a
solutions provided, and include a similar clients have benefited, and sense of urgency (limited-time
call to action for further include a call to action to learn offer, exclusive access), and
engagement (e.g., visit website, more or get in touch. include a strong call to action to
download resource). take the next step (e.g., sign up,
purchase).
Audience Segmentation and Rotation
1 Segmentation 2 Rotation
Divide the audience into different Rotate the segmented audience
segments based on characteristics each month. Ensure fresh content
(e.g., industry, behavior, for new segments while re-engaging
demographics). Tailor email content past segments after six months.
to each segment for higher Benefits: Maintains audience
relevance and engagement. interest, prevents content fatigue,
maximizes reach.
Persuasion Principles
Reciprocity Commitment and Consistency
The principle of reciprocity - giving something in return The tendency for people to align their future actions with
for what someone has done for you. their past commitments and behaviors.

Social Proof Authority


The influence that the actions and beliefs of others have The power or right to give orders, make decisions, and
on our own behavior. enforce obedience.

Liking Scarcity
The tendency for people to be more easily persuaded by The psychological trigger that makes something seem
those they like or find similar to themselves. more valuable when it's less available.
Reciprocity
Definition: People are more likely to respond positively when they receive something first
Application in Email Marketing: Offer free resources (e.g., eBooks, whitepapers, discounts) in exchange for engagement.
Example: "Download our free guide to improving [specific problem]"
Commitment and Consistency
Definition:

• People like to be consistent with their previous actions or commitments

Application in Email Marketing:

• Encourage small commitments initially (e.g., signing up for a newsletter)


• Gradually increase the level of commitment (e.g., attending a webinar, purchasing a product)
• Example: "Join our free webinar to learn more about [specific topic]"
Social Proof
Definition: People tend to follow the actions of others
• Application in Email Marketing:
• Include testimonials, reviews, and case studies
• Highlight the number of satisfied customers or clients
• Example: "See why over 10,000 professionals trust our solutions"
Authority
Definition:

People are more likely to follow the advice or recommendations of an expert.

Application in Email Marketing:

Share content from industry experts or influencers. Highlight certifications, awards, and recognitions. Example: "Endorsed by
leading experts in [specific field]".
Liking
Definition: People are more likely to be influenced by those they like
• Application in Email Marketing:
• Build a relatable and personable brand voice
• Share behind-the-scenes content and stories
• Example: "Meet our team and learn why we're passionate about \[specific mission\]"
Scarcity
Definition:

• People are motivated by the fear of missing out on limited opportunities

Application in Email Marketing:

• Create a sense of urgency with limited-time offers or exclusive deals


• Highlight scarcity of products or spots available
• Example: "Only 5 spots left – register now!"
Integrating Persuasion Principles Strategically
• Selective Application:
• Not all emails need to apply every principle
• Match the principle to the email's objective and audience needs
• Example: Use scarcity for special offers, social proof for case studies, and reciprocity for introductory emails
Conclusion and Next Steps
Summary:

• Comprehensive overview of automated email marketing strategy


• Detailed explanation of audience segmentation, rotation, and persuasion principles

Next Steps:

• Implement the outlined strategy and monitor results


• Continuously optimize based on performance data and feedback
Proposing Account-based Marketing via LinkedIn
Automation (Expandi)
Overview of Account-based Marketing (ABM)
ABM focuses on identifying and targeting specific high-value accounts rather than a broad audience. It involves personalized
marketing efforts tailored to the specific needs and pain points of each account.
Benefits of Account-based Marketing (ABM)
• Higher ROI due to targeted approach
• Improved alignment between sales and marketing teams
• Enhanced customer relationships through personalized interactions
LinkedIn Automation with Expandi
• Expandi allows for automated, personalized LinkedIn outreach
• Features include personalized connection requests, automated follow-ups, and message sequences
ABM Workflow Using Expandi
Identify Target Accounts:

• Collaborate with the sales team to identify high-value target accounts


• Use LinkedIn Sales Navigator to filter and find the right contacts within these accounts

Create Personalized Outreach Campaigns:

• Develop personalized connection requests and messages for each target account
• Utilize Expandi to automate the sending of these messages and follow-ups

Engage and Nurture Leads:

• Monitor responses and engage with prospects in a timely manner


• Use personalized content and offers to nurture relationships

Measure and Optimize:

• Track the performance of LinkedIn outreach campaigns


• Adjust messaging and strategies based on response rates and feedback
Conclusion and Next Steps
Summary:

• Comprehensive overview of marketing workflows including lead generation, data mining, email marketing, and LinkedIn ABM
• Detailed explanation of audience segmentation, rotation, persuasion principles, and Expandi for LinkedIn automation

Next Steps:

• Implement the outlined strategies and monitor results


• Continuously optimize based on performance data and feedback
Questions and Discussion
1. Open floor for any questions and further discussion

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