This document discusses marketing automation and how it can help drive leads, sales, and growth. It covers what marketing automation is, how to get started, common uses of marketing automation like email marketing and lead scoring, and whether it is worth it for companies. Specifically, it defines marketing automation as software that automates repetitive marketing tasks and improves digital marketing management. It also provides examples of how marketing automation can be used for email marketing, lead nurturing, landing pages, and tying various marketing automation functions together.

1. Build A Better
Marketing Machine
How Marketing Automation Can Drive Leads, Sales and Growth

2. Prophet Business Group is based
in Winnipeg, Canada and is a
certified Microsoft Dynamics CRM
and ClickDimensions partner.
Prophet Business Group
W: www.prophet.ca
T: @ProphetBG
Who Are We?
Cody Pierson is the Marketing
Manager at Prophet Business Group
and a one-man marketing department
for SMBs.

3. TODAY’S AGENDA
1 What Is Marketing Automation?
2 How Do You Get Started?
3 What Does It Actually Do?
4 Is Marketing Automation Worth It?

4. Give You The Tools To
Decide Whether Marketing
Automation Warrants
Further Consideration
MY GOAL

5. What Is Marketing
Automation?
PART ONE

6. Marketing automation refers to software
designed to automate repetitive marketing
tasks and improve your ability to manage
multi-channel digital marketing.

7. Marketing automation has
three specific goals.

8. Goal #1 Attract Prospective Customers
Goal #2
Goal #3
Encourage Them To Identify Themselves
Nurture Them Into Qualified Opportunities
- By promoting good content on the right channels.
- With well-designed landing pages and easy to understand forms.
- By consistently providing relevant, useful information.

9. Common Uses For Marketing Automation
Mailing List Management Lead Capture & Scoring

10. Common Uses For Marketing Automation
Email & Nurture Campaigns Reporting & Statistics

11. How Do You Get Started?
PART TWO

12. 3 Things You Need Succeed At Marketing Automation
Conversion Optimized Website
- Clear Calls To Action
- Short, Simple Forms
- Relevant Headlines

13. 3 Things You Need Succeed At Marketing Automation
CRM With A Healthy Database
- Building Mailing Lists
- Tracking Interactions
- Aligning Sales &
Marketing

14. 3 Things You Need Succeed At Marketing Automation
Time To Experiment
- Create & Test Content
- Refine Landing Pages
- Try New Channels

15. There are three major challenges
to successful marketing automation.

16. Challenge #1 Lack of Strategy
Challenge #2
Challenge #3
Lack of Content
Lack of Understanding
- You need a target audience and a strong value proposition.
- You need more than a neglected blog and a handful of case studies.
- You need to know what your customers want to read about.

17. What Does It
Actually Do?
PART THREE

18. Use Case #1 Email Marketing & CASL Compliance

19. Registration & Subscription Forms

20. Opt-In Records

21. 96.6% of organizations have
commenced a CASL compliance
initiative.

22. Mailing Lists
- Opt-Ins Added To Lists
- Built Within CRM
- Users Can Unsubscribe
- Can Be Built As Needed

23. Stats & Reporting

24. Use Case #2 Lead Nurturing & Scoring

25. Nurture Programs
- Behavior-Based Marketing
- Automates Action
- Multiple Nurture Tracks
- Can Be Built As Needed
- Great For Events & New
Subscribers

26. Companies that excel at lead nurturing
generate 50% more sales-ready leads
at 33% lower cost.

27. Lead Scoring
- Assigns Points To Leads
- Surfaces Hot Leads Or
Triggers Nurture Programs
- Lead Must Have Already
Identified Themselves

28. Use Case #3 Landing Pages & Web Forms

29. Landing Pages
- Built Within ClickDimensions
- No Web Design Required
- Directly Feeds CRM
- Easy To Refine And Modify

30. Web Forms
- Works With Any Landing Page
- Captures Information In CRM
- Used For Lead Capture, Event
Registrations & More

31. Use Case #4 Tying It All Together

32. Marketing Automation In Action
1. LinkedIn Ad 4. Triggers Nurture3. Form Submitted2. Landing Page
5. Joins Mailing List 6. Accumulates Lead Score 7. Hot Lead

33. Is Marketing
Automation Worth It?
PART FOUR

34. THE NUMBERS The Impact of Marketing Automation
25% of B2B Fortune 500 companies already
use marketing automation, as do 76% of the
world’s largest SaaS companies.
63% of companies that are outgrowing their
competitors use marketing automation software.
B2B marketers who implement marketing
automation increase their sales-pipeline
contribution by 10%.

35. But, Is It Right For My Company?

36. Reason #1 Spend More Time On Hot Leads
Reason #2
Reason #3
Get Clear ROI From Marketing
- Shorter sales cycles and better close rates.
- Set goals and hold marketing accountable.
- You can’t target your weaknesses until you know where they are.
Better Business Intelligence

37. THANK YOU!