This presentation was delivered at the MarketingProfs B2B Forum 2013 in Boston. My panelist included William Toll, Lori Cohen and David Karp. Thanks to @marketingprofs, Ann Handley and Kathy Bushman for the opportunity.
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
The Essentials of Marketing Automation for Small Businesses
1. The Essentials of Marketing Automation
for Small Businesses
Moderator: Frank Days
Lori Cohen, VP, Marketing, MST
David Karp, VP Marketing Currensee
William Toll, VP Marketing ProfitBricks
2. You will learn
How marketing automation can help you do your
job more effectively
The essential features you should consider
Best practices for using marketing automation
4. Better marketing
Better return marketing dollar, more efficient
Mass customization and personalization
Better experience - don't have to complete form every time
5. Engage prospect lifecycle
More research done by prospect than ever
Need to be responsive once connected
Better analytics = better communications
Capture people for remarketing
Know when they come back
6. A single system
Simplifies multiple tools into one
Brings it all together
Reporting to track and analyze leads
Help you identify the right assets for the
appropriate stage the journey
7. Improve sales and marketing process
Automate inbound leads handling to sales team
Prioritize “best leads” means immediate response
Means more consistent lead handling and higher
conversion rates
9. Essential features to consider
Workflows and smart segmentation
Email “drip” workflows
Landing pages
Lead scoring
Tracking with cookies
Social media integration
Multichannel attribution
Analytics
Consolidated reporting
Budgeting
Think about what matters most to your company!
11. Getting started
Understand your process before automation
Agreement with sales team on nurturing
Commitment with sales on follow up
Good CRM integration is essential
12. Making it happen
Start small and prove success
Think about naming conventions
Continuously review and improve
Particularly scoring and landing pages
A skilled consultant for setup can help
14. Don’t believe the hype
Start with a strategy not a vendor
It is not magic
It requires attention – can’t set and forget
You need need regular, awesome content
And lots of testing
But it can transform the way you work and improve things in
surprising ways
15. The Essentials of Marketing Automation for Small Businesses
Frank Days
Lori Cohen, VP Marketing, MST
lorircohen@gmail.com
@catstrat
David Karp, VP Marketing, Currensee
fmdays@tangyslice.com
@tangyslice
dkarp@limeduck.com
@limeduck
William Toll, VP Marketing, ProfitBrick
utollwi@gmail.com
@utollwi