Why Marketing Automation Systems Maintain Marketers’ Sanity and Improve Performance.

1. Why Marketing Automation Systems Maintain Marketers’ Sanity and Improve
Performance
Making the Case for Marketing Automation

2. So much to do, so little time…
 Social media, email campaigns, search marketing,
lead generation, CRM the list goes on…
 Marketers are STRESSED OUT!
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3. 3
But not without a marketing automation system.

4. Marketing Automation Systems:
 Bring everything a marketer needs to:
–generate leads
–capture information
–turn those leads
into customers
 into one system!
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5. But most importantly, marketing automation will…
(and help you score that annual bonus!)
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MAKE YOU A MARKETING ROCKSTAR

6. 25%of B2B fortune 500s use
marketing automation
(Pardot.com)

7. 76%of the world’s largest
SaaS companies
So do
(Pardot.com)

8. 451%is the increase in qualified leads
that businesses experience
(Business2Community)

9. 77%of CMOs implemented
marketing automation to
increase revenue
(Gleanster)

10. 47%larger purchases than
non-nurtured leads
Nurtured leads make
(The Annuitas Group)

11. 10%+increase in revenue in 6-9
months
Companies that automate
lead management see a
(Gartner Research)

12. What Can Marketing Automation Do For You?
 Manage your campaigns
 Monitor prospect actions:
– opening an email
– downloading a free guide
– visiting your website
– engaging on social media
– any action you feel qualifies a lead
 Score your leads based on their actions
 Place your leads in different buckets and relevant nurture paths to
purchase
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13. Top Things to Automate
 Data Enrichment - gather additional or updated information about your prospects
– Send email asking for preference, demographic and behavioral information
– Implement progressive profiling to pose new questions each time a prospect visits a website
or landing page
 Nurture Programs - educate prospects who aren’t yet ready to engage a sales resource
– Gently guide these buyers through the purchase process
– Deliver relevant content such as white papers, articles, and event and Webinar invitations
 Form Abandonment Follow-up – reach out to known contacts that click through to contact
you, watch a video or download content but fail to complete the form
– A triggered form abandonment message may be an effective way to strengthen engagement
and continue moving that prospect through the funnel
– Be personal, use a service tone and offer up ways that you can help
13Source: Silverpop

14. Top Things to Automate
 Welcome & Onboarding Programs – Quickly engage new prospects and customers through
personalized communications
– Educate prospects about your value proposition and provide resources and helpful
information personalized to their point of entry or interests
– Guide new customers through the process of getting the most out of your product
 Event Communications – Manage event communications from initial invite to post-event
follow-up
– Invite prospects to your webinars and trigger reminders to register to prospects who don’t
register through first invitation
– Send event details and reminders then follow up afterwards based on attendance
 Attended: thank you note, survey, related resources and/or invite to set up a call with a
sales rep
 Didn’t attend: “sorry we missed you” message with option to view slides, download the
recording or watch it on video, plus related resources and calls to action
14Source: Silverpop

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16. First, Find the Right System for Your Business
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17. Questions to Ask When Comparing Marketing Automation
Systems
 Does the vendor seem to understand our business and our marketing needs?
 Can we do a test run or free trial?
 What are other companies saying about the platform/vendor?
 Does it integrate with our CRM?
 Will it help us increase revenue from marketing activities?
 How easy is the platform to use?
 Do they offer the features we require most?
 What is involved in the on-boarding process?
 How do I make sure my team adopts the system?
 What kind of support and training are included?
 How long does implementation typically take?
 What specific technology and support is included?
 Will any additional fees come up? 17

18. What the Analysts are saying: Forrester Wave Lead-to-Revenue Management Platform
Vendors Q1 2014 ( Source Forrester) - For Large Enterprises, Q1 ’14
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19. What the Analysts are saying: Forrester Wave Lead-to-Revenue Management Platform
Vendors Q1 2014 ( Source Forrester) - For Small Marketing Teams, Q1 ’14
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20. What the Analysts are saying: Gartner Magic Quadrant – CRM Lead Management
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21. OUR POINT OF VIEW
Marketing Automation Platforms
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22.  Eloqua is a larger investment but it’s one of the top
names in marketing automation
 Covers the entire range of online marketing and
marketing automation activities from social media to
landing pages
 Good security and powerful integration capabilities
 Cornerstone of the Oracle Marketing Cloud that
includes Compendium, Blue Kai and SRM ( formerly
Vitrue)
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Oracle | Eloqua

23. Marketo
 Can be attributed to placing Marketing Automation
in the mainstream.
 Non-intimidating User Interface for the non-techie
marketer
 Good reporting and analytics
 Limited Integration capability
 Good value for small to mid-market companies
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24. Adobe Campaign (former Neolane)
 Excellent multichannel campaign management
capabilities
 Budgeting and Reporting Capability
 Offered as SaaS or on-premise
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25. Act-on
 Standard features plus SEO and
Paid-Search Research/Analytics
 Low price point based on active
contacts and not on database
size.
 Good out-of-the-box
integrations with common CRM
systems
 Impressive Reporting
Capabilities
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26. Salesforce.com (Pardot)
 All the basic features for
Campaign Management and
Lead Management
 Good out-of-the-box
integrations with common CRM
systems
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27. Active Campaign
 Great features including
personalized email campaigns
and email templates
 Perfect for small businesses
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29. Get more information about
marketing automation best
practices at:
modern-marketing-blog.com
@shawndesouza