1. Introduction to Marketing Automation
Jeff Dworkin
calendly.com/jeffdworkin/
@mktgpartner

3. The new way of marketing
Half the money I spend on
advertising is wasted; the trouble
is I don't know which half.
There is a new way to do marketing and it’s to do it with numbers….
…with the kind of technologies the Internet brings, you should be able to measure almost everything. *
3,874 marketing technology solutions 
de-duped count of logos is closer to 3,500 — approximately 87% growth over last year.
2011 – 150
2012 – 350
2014 – 1000
2015 – 2000
John Wanamaker
Father of modern advertising 
and a "pioneer in marketing”
Eric Schmidt
Executive Chairman of Google

4. Lead to Revenue Packages

5. Horizontally Integrated Marketing

6. Marketing Automation is Many Things
Technology to Capture relevant data as prospects move through a companies website and/or other online presence.
A method of using technology to maintain contact and engage with prospects until they reach the point where they are ready to engage and make a purchase
A system for alerting sales personnel that a prospect is ready to make a buying decision

7. Marketing Automation vs MarTec
Covers the entire funnel
Lead Acquisition
Social and other digital
Content
User Experience
E Commerce
Self-Service Portals
Big Data
Visualization
IoT
Managing Leas from Acquisition to Handoff
Segmentation and Targeting
Nurturing
Marketing Qualified Lead
Measurement of the entire MarTec Stack
What

8. Bottom Line 74% of CEOs want marketers to become more ROI-Focused.
80% of CEOS say they don’t really trust the work done by marketers.
80% of CEOS say marketers are too disconnected from the financial realities.
78% of CEOs believe that marketers lose sight of generating quantifiable customer demand.
~The Fournaise Group
Why

9. Eliminate Data and Process Silos
SALES
SOCIAL
WEB
EVENTS
PRINT ?
SEM
SEO
How

10. Features Segmentation and Targeting
Basic
Mid-Level
Advanced
Segmentation and Targeting
List Management
Marketing/Nurturing
Templates
Personalization
Scoring
Automatic Threshold/Trigger Event Notification
CRM Support/Integration
Integration with Lead/ Demand Generation
Adwords
Tracking
Website Visit Tracking
Anonymous and Converted
Landing Page Creation
Social Integration
Third Party Integration
Live Event
Webinar Support
Video Streaming
CMS Support
Data Cleansing/Third Party Database Lookup
Progressive Profiling
Account-Based Scoring
Dynamic Website Content Integration
API Support
ROI/Campaign Cost

11. Basic Features

12. Segmentation and Targeting
Feature
Best Practice Tip
Build lists based on topic of engagement and personas
Create nurture programs based on these lists
Manage issues of list/content overlap
Every conversion point is designed to put the prospect into a specific list for nurturing and/or other targeted marketing. Take every opportunity to classify visitors and prospects.
Very simple concept that is very hard to implement. If this is not done correctly, then why bother with the rest of MAP

13. Email Marketing – Nurturing - Drip
An automated series of events/ s designed to engage a prospect and move them closer to a buying decision
Based on
how a prospect is created
behaviors of the prospect
at the request of a sales person
A prospect can be put into a Nurturing Campaign

14. A Nurturing or Drip Campaign
Wait for 9 days.
Prospect Downloads a WP from a Landing Page
An auto-responder is sent with product information relevant to the WP content
A new of relevant a product promotion is sent
A about a second WP is sent to the prospect.
Wait 9 days

15. There are many type of nurturing campaigns
Generating New Leads
Net New Campaigns
Pre- and post-event follow up
Upselling
Cross-Selling
Reviving cold leads
Finding old lists
Wake-the-dead
Sales Support
Managing Churn
Stalled Lead Engagement
Competitive Leads
Lost-Deal nurturing
Long Term Nurture
Stay Front-of-Mind
Wait for the lead to be ready

16. Email Marketing – Nurturing - Drip
Feature
Best Practice Tip
Management
Triggered
Forms and Templates
Dynamic Content
Mobile responsiveness
Nurture programs can “look” like they come from Marketing or they can look like they come from an individual sales person. Create templates for each
Templates can ape the style of an individual. Include their colloquialisms and even typos and misspellings.
Tell the story of my sales team falling for this.

17. Don’t score things just because you can. KISS
Scoring
Best Practice Tip
Feature
Assigning a value to each interaction
Threshold
Trigger Events
Don’t score things just because you can. KISS

18. CRM Support
Feature
Best Practice Tip
Not Necessarily CRM Integration
Record some basic CRM Information
Value of Lead
% To Close
Not having native integration with the CRM system that the company uses can kill the success of a MAP Initiative
This is what happens when you don’t have CRM integration and full support of executives and sales teams.

19. Mid-Level Features

20. Integration with Lead/Demand Generation
Feature
Best Practice Tip
The ability to track a prospect from third party source, put them on an interest list and drop them into a nurture program
It can be very complicated to automatically move data from a PPC campaign to a MAP.
Weigh the benefit against the cost.
Maximizing AdWords involves, key words, split testing, relevance and bid cost.
Sometimes manual entry of data is easier than automation.

21. Tracking
Feature
Best Practice Tip
Recording, scoring and taking action based on items such as
Opened
Number of Times Opened
Dwell Time
Links Clicked
Reveal the use of these techniques to prospects with caution. People have been know to get “creeped-out” when you know too much about what you can know about their interaction with your s

22. Website Visit Tracking
Feature
Best Practice Tip
Tracking of the anonymous visitor to the website
Once they self-identify then you have a track of all there interactions prior to conversion
This may cause them instantly accrue a large score and become an MQL
Important evaluating efficacy of website as it ties to ROI
Another feature that can easily cause a prospect to get “creeped- out,” particularly when you “know things about them” that happened before they volunteered any information about themselves

23. Landing Page Creation
Feature
Best Practices Tip
The ability to create Landing Pages with limited technical support
WYSIWIG or Drag and Drop
Templates and Forms
Watch out for the distinction between hosted and local landing pages. You may only be able to use a MAPs page creation tools if they host the pages, and that can affect your SEO.

24. Social Integration Tracking and scoring social activity
Feature
Best Practice Tip
Tracking and scoring social activity
Cross pollination of multiple social platforms
Particularly in the B2B Space:
Understand the motivation of Social Users
Facebook is a good place to expose your corporate culture, not product information
LinkedIn is better for news and job postings, as well as targeted ads
Lookout for overpopulation/redundant population if you use automated tools for moving content to your social presance

25. Live Event/Webinar Support
Feature
Best Practice Tip
Registration for the event puts the prospect directly into a segmented/interest list
Scoring for Registering, for Attending, for viewing the archive
Poll questions create additional segmentation
Use Poll Questions Wisely They should further identify and/or segment the attendees

26. CMS Integration
Feature
Best Practice Tip
Plug-In, Modules, etc.
Popular CMS
WordPress
Drupal
Joomla
Using a MAP with native integration with your CMS can allow you to create better programs with less support from IT

27. Advanced Features

28. Data Cleansing/Third Party Database Lookup
Feature
Best Practice Tip
Native ability to query third party databases to build better profiles
Data.com
LinkedIn
Zoom Info
D&B
Cleansing is very important if you purchase lists or are working with an old database. Without it, you can quickly end up being blacklisted as a spammer. Sales can tell if there is value in supplementing organic data with third party databases.

29. Progressive Profiling
Feature
Best Practice Tip
Require a limited amount of data for each piece of convertible content
Form automatically determine which is the “next” piece of data that to collect from the prospect
Dropping one or two field from a form can increase conversion rates by about 5%

30. Account-Based Scoring
Feature
Best Practice Tip
Used when it has been determined that a group of people is involved in the purchasing decision
Groups then together to create a collective score
Used when B2B companies with a complex sales cycle
Powerful technique to identify the very best sales opportunities, but it takes a lot of work to properly implement

31. Dynamic Website Content Integration
Feature
Best Practices Tip
Based on the persona of the visitor, the content of the page to be displayed is selected and displayed in real time.
Now looking at delivering real time content based on company, rather than on visitor
When presenting a gallery of information (whitepapers, success stories, product information), place the content in which this visitor may be most interested in the key positions of the gallery.

32. API Support Access to low-level functions through an API JAVA JSON
Feature
Best Practices Tip
Access to low-level functions through an API
JAVA
JSON
SOAP
REST
The developer that will be involved with the implementation should have input when considering this point. An API is useless unless your developer has the skills to use it.

33. ROI/Campaign Cost
Feature
Best Practices Tip
The ability to tie the value of every sale back to the cost of every marketing activity that contributed to the sale
This is key to getting “C-Level” approval of a marketing automation implementation. REMEMBER: 74% of CEOs want marketers to become more ROI-Focused.

34. Horizontally Integrated Marketing

36. Bottom Line 74% of CEOs want marketers to become more ROI-Focused.
80% of CEOS say they don’t really trust the work done by marketers.
80% of CEOS say marketers are too disconnected from the financial realities.
78% of CEOs believe that marketers lose sight of generating quantifiable customer demand.
~The Fournaise Group

37. Marketing Automation Makes it This
Systemic
Automatic
Set it up and let it go
Tuning it up

38. Introduction to Marketing Automation
Jeff Dworkin
calendly.com/jeffdworkin/
@mktgpartner