Marketing Automation is the most powerful business tool available to the modern B2B company, and many digital marketers are just beginning to glimpse its potential. However, marketing automation implementation can be costly, confusing, time-consuming, and error prone. What do you need to know to ensure a successful marketing automation implementation? How does marketing automation help drive account-based selling? Let’s talk about how to integrate powerful marketing automation tools with your team’s account based marketing and sales. During this Web Clinic, our Head of Operations Andrew Seidman will cover: Where it all starts – correct CRM usage Basics of Marketing Automation strategy Advanced A/B Testing Plus, don’t miss our live SEO analysis of member submitted websites, so be sure to submit your website during the Web Clinic!

1. Harness Marketing
Automation for
Account-Based Sales

2. Contact: andrew@digitalreachagency.com | Digital Reach
We are a B2B Digital Marketing Agency
focusing on demand generation.
Companies work with us to:
• Increase qualified leads
• Track SEO and SEM to ROI
• Marketing Automation Support
About Us
• Search Engine Optimization
• Paid Search & Display
• Website Redesign
• Marketing Automation

3. Contact: andrew@digitalreachagency.com | Digital Reach
1 The Dream
2 The Problems
3 The Strategy
4 Site Audits
Overview

4. 4
Section 1: The Dream

5. Contact: andrew@digitalreachagency.com | Digital Reach
The Dream: Lists
Targets acquired.
You’ve got your list.
It’s properly segmented.
It’s configured in the CRM.
It’s configured in Marketing Automation.

6. Contact: andrew@digitalreachagency.com | Digital Reach
The Dream: Systems
Ready to launch.
The Funnel is clearly defined.
Lead ownership is standardized.
Lead Routing is configured.
Nurture and sales cadences are constructed.

7. Contact: andrew@digitalreachagency.com | Digital Reach
The Dream: Data
No Information-loss.
UTM Tag methodology is clean and clear.
Attribution data passes from website to CRM.
A/B Tests are targeted and well-structured.
Reporting is easy to understand and utilize.

8. Contact: andrew@digitalreachagency.com | Digital Reach
The Dream: Actions
Set the wheels in motion.
Lead assignments, routing, and notifications
are informational, automatic, and immediate.
All website interactions are counted –
nothing important is missed.
Emails, reminders, tasks, even postcards –
everything goes out on-time.
Salesforce campaigns seamlessly update, lead
scores are added and sorted, and nobody has
any questions about anything.

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Section 2: The Problems

10. Contact: andrew@digitalreachagency.com | Digital Reach
The Problem: CRMs are Tricky
Hindsight is 20/20…
Consider an ancient city:
Short-term needs trump long-
term vision
Less-is-more
Clear, descriptive language
Field-mappings and history
tracking

11. Contact: andrew@digitalreachagency.com | Digital Reach
The Problem: CRMs are Tricky
What do I mean?

12. Contact: andrew@digitalreachagency.com | Digital Reach
The Problem: CRMs are Tricky
And what about field mappings?

13. Contact: andrew@digitalreachagency.com | Digital Reach
The Problem: Marketing Automation is Tricky
So easy to make errors!
• Triggers accidentally still firing?
• Smart segment accidentally pulling in too many
users, or the wrong ones?
• Fields mapped incorrectly overwriting your data?
• UTM Tags outdated?
• URLs and content updated and checked?
• API calls monitored?

14. Contact: andrew@digitalreachagency.com | Digital Reach
The Problem: Marketing Automation is Tricky
It’s basically computer science.

15. Contact: andrew@digitalreachagency.com | Digital Reach
The Problem: Marketing Automation is Tricky
Content is always, always the bottleneck.

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Section 3: The Strategy

17. Contact: andrew@digitalreachagency.com | Digital Reach
Define ICP and Build Your Funnel
What does your ideal account look like?
Use as much data as possible
Segment, segment, segment
Messaging & Personas
Be descriptive and build both funnels –
classic and reverse
Clear vocabulary is critical for scaling

18. Contact: andrew@digitalreachagency.com | Digital Reach
Fix your CRM
The CRM is the center of the universe
Without a strong CRM, you will not be
able to harness marketing automation.
Everything revolves around the
CRM. Your active data, your past
(predictive) data, your sales funnel(s),
your client histories, your attribution
data. It must be clean, clear, and
accessible.

19. Contact: andrew@digitalreachagency.com | Digital Reach
Take Marketing Automation Seriously
Hire an expert. Seriously.
You wouldn’t hire someone with no
experience as a software programmer,
would you?
Marketing Automation IS programming.
There are lots of great consultants,
agencies, and experts who can make this
right. It is expensive, but it is far more
valuable.

20. Contact: andrew@digitalreachagency.com | Digital Reach
Collect Attribution Data
• Google Analytics (or another
analytics provider) must be
setup and tracking
• Full funnel tracking is a must

21. Contact: andrew@digitalreachagency.com | Digital Reach 21
Closed Loop Reporting
Custom Analytics Setup to tie cross-channel visitor data to revenue in CRM.
How It Works

22. Contact: andrew@digitalreachagency.com | Digital Reach 22
Closed Loop Reporting
Some keywords might drive the majority of leads, but with attribution you’ll see which keyword
themes drive the most revenue.
How It Works

23. Contact: andrew@digitalreachagency.com | Digital Reach
Connect the system to Account-Based
You’ve done the prep. Now, reap the benefits.
Maximize your list of ICP companies to
broaden the field
Utilize open, click, visit, and conversion
data to generate remarketing lists
Create ABM specific journeys for contacts
at your key companies
Connect ABM engagements with your
advocates (build a process)
Utilize Data to target your efforts (A/B
Tests, Attribution Data, page visits, CRO)

24. Contact: andrew@digitalreachagency.com | Digital Reach
Connect the system to Account-Based

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Confused?
Let us take a look!

26. Get a second opinion on your
SEO & Demand Generation Approach
In a 30 minute consultation, learn:
 Where you rank in relation to competitors
 Measure revenue opportunity from Search
 What you can do to accelerate results from SEO now
Andrew Seidman
Head of
Operations
Thanks for watching!
Email andrew@digitalreachagency.com or call 415.857.1263 for more information