This document provides an overview of marketing automation and customer relationship management (CRM) tools. It discusses how to map out customer journeys, collect leads in a CRM like Hubspot, and set up basic automations using tools like Hubspot, Olark live chat, and email marketing. The presentation aims to provide actionable tips and recommendations for automating marketing efforts to generate more leads. It emphasizes starting simple by following up on leads, setting up a CRM, and creating an automated email template.

1. Marketing
Automation
101

2. Hello!
I’m Kasey Bayne
Head of Marketing @ DataTrue /
Marketing Strategy /
SaaS-Tech-Startup Life
You can find me at @kaseybayne
2

4. What we’ll do today
▰ Marketing Automation
▰ No matter your level of technical expertise
▰ For any stage of your business
▰ For both in-person and online sales
Leaving you with actionable tips to make your life easier

5. Agenda
▰ 11:10am - Welcome, Introductions, and Snacks
▰ Thank you DataTrue!
▰ 11:20am-11:45am - Presentation
▰ 11:45am - PIZZA BREAK!
▰ 12:00-12:20pm - More Presentation
▰ 12:20-1:00pm - Questions, Office Hours

7. What is DataTrue?
Data GovernanceTag Auditing
User Experience Simulation Reduction of Manual Testing
1.
2.
3.
1.
2.
3.
1.
2.
3.
1.
2.
3.

8. 2013
2010 2015
2016
2017
2017
A bit about us

9. Meet the DataTrue Crew
Kara McClure
Solutions Consultant
Foodie & Wine
Country Expert
JP Cheung
Head of Sales
Proud New Dad

10. Actionable tips to help
you automate your
marketing efforts & get
more leads
By the end of today’s session:

11. What we’ll cover
▰ Marketing Automation tools to automate lead generation, email
marketing, and more
▰ CRMs: Customer Relationship Management tools for keeping your
customers and prospects organized
▰ Chat, SEM and Social Ads, Social Media, and more

12. What does your dream
scenario look like, from
meeting a person to
closing a sale?

13. Automagically...

14. A Common Situation
● Get an email address at a meetup or from your booth
at a show
● Add to Hubspot/CRM - one by one, or as a
spreadsheet (tools to help if you have a lot)
● Write a personalized follow-up (can also automate this
with templates)

15. A Common Situation 2
● Add to list - add lead source, prospect type (reseller,
partner, prospect, community)
● Note the lead source (Spring Craft Fair, Q1 Tech
Meetup), so you can measure results
● Set up your workflow automations and go!

16. (aka what I should have titled this presentation)

17. Let’s Get Started

18. 1. Know your customers
● Who is on your list?
● Where did they come from?
● What part of the marketing funnel
are the in?
● What is your goal for these
contacts?

19. STOP: Send immediate
follow-ups now.
Go do it!

20. Sales Funnel
Marketing
Inside Sales
Outside Sales

21. Wait, what is a lead?
Contact details for someone who is interested in your product or service.
▰ Email address from someone who downloaded a whitepaper
▰ Business card of someone you’ve met at a conference and is interested
in what you do
▰ Contact details from someone subscribed to your blog or newsletter

22. The Marketing Funnel
Where does automation fit in?
▰ Top of Funnel
▰ Middle of Funnel
▰ Bottom of Funnel

23. 2. Map out your ideal
process
● Pen and paper
● Whiteboard
● Flowcharts

24. Make a Plan

25. 3. Add to CRM
● One by one
● Import a spreadsheet
● Tools if you need it
○ Business card
scanners
○ Phone apps
○ Large conference tools

26. 4. Set up Automation
Here’s how!

27. 3 Easy
Automations

28. Automations
3 Easy Places to Start:
▰ Website Signups
▰ Online Chat
▰ Email Automation*
(this is the most important part!)

29. Website Signups
● Newsletter signups
● Blog subscriptions
● Download a whitepaper, ebook, or
checklist
● Sign up for a discount code

30. Online Chat
● An often overlooked lead source!
● You don’t have to be online 24/7
● Offline message forms and
automation allow you to get leads
and have responses sent quickly
● Easy to set-up

31. Email Automation
● My true love <3
● Email is customizable, personal,
focused, and a sweet value-add
when done right
● One of the strongest resources for
lead nurturing

32. Integrations: Save Time
● What is this?
● APIs - don’t sweat it
● Zapier #AllTheThings
○ Free plan!

34. Tools to
Know

35. Tools
CRM
Email Marketing
Online Chat

36. HubSpot
Email Marketing & CRM
Customer Relationship Management

37. CRMs: The Hub of your
Business
● Other than your
accounting/bookkeeping tool, a
CRM is the next most important
thing
● This is where you store your leads,
customers, and communications

38. HubSpot Fan Girl Here

39. Why does a CRM Matter
● Everything in one place
● All customer communications
● Know who’s who
● Great for after-the-fact ROI

40. What does this have to do
with automation?
All of this together makes automation
easy!
● Data collection as you go
○ Email address
○ Lead source
○ Product interest

41. Email Marketing
● This stuff works
● Focus on relevant content
● Know who you’re sending to
● More isn’t always better
● Don’t forget the CTA - what do you
want the reader to do next?

42. All about that Data
● Email is the third most influential source of information for B2B
audiences
● 86% of business professionals prefer to use email when communicating
for business purposes
● 59% of B2B marketers say email is their most effective channel in terms
of revenue generation.
● 77% of people prefer to get permission-based promotional messages via
email
https://www.wordstream.com/blog/ws/2017/06/29/email-marketing-statistics

43. Workflows
This is where the magic happens!
Telling your CRM what do to.
Which emails to send to which people
and when.

44. Segmentation & Data
● Goes back to who is this person?
● What do they want?
● What keeps them up at night? What
problems can you help them solve?
● What kind of value can you provide
in content or service?

45. ROI: Return on Investment
● Track the lead source for all of your contacts as you
add to your CRM
● This is “how did I meet them” or “how did they find me”
● Track all sales in your CRM - integrate with accounting
● After 1, 3, 6 months (depending on your sales cycle)
calculate the return on investment by event or activity

46. Things to Consider
● Did the leads you got from that activity turn into
customers?
● Was the revenue you gained worth the cost (including
your time!)?
● This helps you decide where to find customers, and
what do keep doing, find more of, or stop doing!

47. Hubspot in Action
#HubspotFanGirl
● Free plan & Startup pricing
○ Negotiate, negotiate, negotiate
(I’m happy to help)
● Amazing support
● Come to my office hours or email
me :)

48. CRM Made Easy

49. Get Organized with Lists

50. Lists Filtered by Action

51. Simple to Start

52. Build your
way up

53. Things you can automate
● Send internal text or email to sales
team
● Add prospect to a list based on
pages viewed
● Automatically send email based on
opens of past emails

54. HubSpot Questions
● CRM - Customer Relationship
Management
● Email Automation

55. Live Chat Tools
Really, really simple website lead
collection & automation

56. Olark Live Chat
Why?
● Conversations with site visitors
● Automate follow-ups
● Add to lists in Mailchimp/Hubspot

57. Pricing

58. Getting Started

59. Easy 1st Step:
Offline Message
Form

60. Offline Forms for Lead Gen

61. Automate in Olark

62. Automate in Olark

63. Integrate with your systems
● Mailchimp: add to lists
● Hubspot: send transcripts &
initiate workflows (more on this to
come)
● Google Analytics: track all the
things
● Shopify: easy setup

65. Similar Options
● Drift
● Intercom
● Hubspot Chat
● Lots of others - the free options
are usually 80% of what you need,
especially as a small or 1-person
team

66. Free Chat Tools
https://fitsmallbusiness.com/best-free-live-chat-software/

67. Features to Look For
● Offline message forms (email
collection made easy)
● Integrations with systems you use
(or an email auto-send option)
● Pricing that fits your budget and
ROI (free is fine to start! No
pressure to get fancy)
● Easy set-up: this should be < 1 hr

68. Live Chat Questions

69. 3 Things to Do
Today

70. 1. Followup with any leads
in your pile

71. 2. Sign up for a CRM
● HubSpot
● Zoho CRM
● Intercom
● FreshSales
https://zapier.com/blog/best-free-crm/

72. 3. Create one email template
and automate!
● Post-event “thanks for coming”
● Sale code
● What’s new in your product or
service offerings
● Invite to a webinar, event, or demo
call to action (CTA)

74. Thank You!
Keep in touch & Email me for slides
▰ @kaseybayne
▰ kasey@kaseybayne.com
▰ In the office behind you Mon-Wed