Marketing Automation
Simplified
The Small Guide to Big Ideas
Everything you wanted to know
about marketing automation but
...
What is Marketing Automation?
A modern marketing system of record

What is Marketing Automation?

Page 2
The Modern Marketing Era
People have no interest
in being inundated with
product specs.

What is Marketing Automation?

Pa...
Automation Makes Marketing
More Valuable
Old school marketing methods
don’t cater to today’s buyer.

What is Marketing Aut...
What You Need in Your Toolkit

1. Targeting.

2. Engagement

3. Conversion

4. Analysis

5. Marketing
Technology

The 5 Te...
Get to Know Your Audience’s
Digital Body Language
Analyzing behavioral insight
helps you:
Increase revenue performance wit...
Get Down with Data

Make the most of what you
already know…
With the right strategies you can
enhance campaigns and provid...
Target Your
Communication
Segmenting your database can
be hard!
Buyer profiles help marketers
understand where to focus
ma...
What Social Says About Buyers

Social media enables you to
capture:
- Interests
- Influence
- Connections
- Sharing behavi...
Triggering Content
Fire When They’re Ready!
Marketing automation supports
content delivery based on interest,
inquiry, and...
Right Time, Real Time
Not on Your Time

Automation helps you deliver content
to the right person at the right time.

Tenet...
Email Centralizes Multi-Touch
Communication

Email is still the hub
that supports marketing
communications.

Tenet2: Engag...
Report Beyond Opens
and Clicks
Get visibility into which
email elements make the
most impact.
Then you can fine tune
your ...
Social Media + Content
= Inbound Influence

“If content is fire, social
media is the gasoline
that fuels it.”
— Jay Baer,
...
Buyers Leverage All Sorts of
Channels to Find Out About You!
Automation helps you cultivate
a role in the independent
disc...
How do you find out
what they need?
Circulate and track content based
on buyer profiles and segment your
prospects and cus...
Lead Management
Make sales and marketing BFFs with
a 3-step lead qualification process

1. Define each stage of the
buying...
Automation helps you get your
buyers where they’re going

Tenet3: Conversion

Page 18
Routing your leads helps organize
your marketing AND give your
audience the right content they need

Tenet4: A n a l y s i...
Before they’re ready to buy,
can you act on the fly?
You just need a
little nurturing!

Tenet4: A n a l y s i s

Page 20
Before they’re ready to buy,
can you act on the fly?
Nurturing offers an innovative
approach to managing different
types o...
Marketing automation has automated
lead scoring in place so prospects
actively opening all communications
sent by marketin...
It’s not just about
closing the deal!
Help your sales reps become the
information concierge buyers need
to succeed.
Sirius...
Drive Smart Marketing

Business Intelligence, or BI, is the
brains of your strategy and sales
operations.
Richer profiles ...
But wait, there’s more!
Automation helps yield
key data, including:

Reporting to understand how marketing
activities and ...
Find the balance of marketing
art and science

Marketers are streamlining
campaign execution to better
target, engage, con...
Looking for more resources?

Marketing
Automation
Simplified

Download the full eBook
to learn more!

The Small Guide
to B...
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Marketing Automation Simplified

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Thinking big about modern marketing and its moving parts? Marketing Automation Simplified offers illustrative tips into how marketing automation helps marketers automate and optimize the usage of data, nurturing, email marketing, lead nurturing, scoring, business intelligence, social media, and content marketing.

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Marketing Automation Simplified

  1. 1. Marketing Automation Simplified The Small Guide to Big Ideas Everything you wanted to know about marketing automation but were afraid to ask… #MASimplified
  2. 2. What is Marketing Automation? A modern marketing system of record What is Marketing Automation? Page 2
  3. 3. The Modern Marketing Era People have no interest in being inundated with product specs. What is Marketing Automation? Page 3
  4. 4. Automation Makes Marketing More Valuable Old school marketing methods don’t cater to today’s buyer. What is Marketing Automation? Page 4
  5. 5. What You Need in Your Toolkit 1. Targeting. 2. Engagement 3. Conversion 4. Analysis 5. Marketing Technology The 5 Tenets of Modern Marketing What is Marketing Automation? Page 5
  6. 6. Get to Know Your Audience’s Digital Body Language Analyzing behavioral insight helps you: Increase revenue performance with qualified marketing leads. Align marketing to sales with process and system integration. Demonstrate marketing value and accountability. Establish a Modern Marketing system of record. Tenet1: Targeting Page 6
  7. 7. Get Down with Data Make the most of what you already know… With the right strategies you can enhance campaigns and provide relevant offers. Campaigns suffer when built with bad data. Tenet1: Targeting Page 7
  8. 8. Target Your Communication Segmenting your database can be hard! Buyer profiles help marketers understand where to focus marketing resources. “If you don’t know where you’re going, you might not get there” — Yogi Berra Tenet1: Targeting Page 8
  9. 9. What Social Says About Buyers Social media enables you to capture: - Interests - Influence - Connections - Sharing behaviors Tenet1: Targeting Page 9
  10. 10. Triggering Content Fire When They’re Ready! Marketing automation supports content delivery based on interest, inquiry, and engagement. Rules of Engagement When a prospect clicks on your Facebook Page, predefined rules help you present information specific to their topical interests. Tenet1: Targeting Page 10
  11. 11. Right Time, Real Time Not on Your Time Automation helps you deliver content to the right person at the right time. Tenet2: Engagement Page 11
  12. 12. Email Centralizes Multi-Touch Communication Email is still the hub that supports marketing communications. Tenet2: Engagement Page 12
  13. 13. Report Beyond Opens and Clicks Get visibility into which email elements make the most impact. Then you can fine tune your trigger-based marketing campaigns and serve the right message. Tenet2: Engagement Page 13
  14. 14. Social Media + Content = Inbound Influence “If content is fire, social media is the gasoline that fuels it.” — Jay Baer, Author, “Youtility” Tenet2: Engagement Page 14
  15. 15. Buyers Leverage All Sorts of Channels to Find Out About You! Automation helps you cultivate a role in the independent discovery process. Tenet2: Engagement Page 15
  16. 16. How do you find out what they need? Circulate and track content based on buyer profiles and segment your prospects and customers according to their roles, interests, or other attributes that make sense for your business. Make your marketing work for your audience, and for you! Tenet3: Conversion Page 16
  17. 17. Lead Management Make sales and marketing BFFs with a 3-step lead qualification process 1. Define each stage of the buying cycle. Tenet3: Conversion 2. Determine what criteria will be used to arrive at those definitions. 3. Create a lead scoring model. Page 17
  18. 18. Automation helps you get your buyers where they’re going Tenet3: Conversion Page 18
  19. 19. Routing your leads helps organize your marketing AND give your audience the right content they need Tenet4: A n a l y s i s Page 19
  20. 20. Before they’re ready to buy, can you act on the fly? You just need a little nurturing! Tenet4: A n a l y s i s Page 20
  21. 21. Before they’re ready to buy, can you act on the fly? Nurturing offers an innovative approach to managing different types of leads, based on interest or other profile attributes. Tenet4: A n a l y s i s Page 21
  22. 22. Marketing automation has automated lead scoring in place so prospects actively opening all communications sent by marketing receive the appropriate response. Tenet5: Marketing Technology Page 22
  23. 23. It’s not just about closing the deal! Help your sales reps become the information concierge buyers need to succeed. SiriusDecisions estimates that the buyer’s journey is 70% complete by the time they contact a sales person. Tenet5: Marketing Technology Page 23
  24. 24. Drive Smart Marketing Business Intelligence, or BI, is the brains of your strategy and sales operations. Richer profiles feed sales intelligence, such as prospect scoring, to help salespeople identify likely buyers. Tenet5: Marketing Technology Page 24
  25. 25. But wait, there’s more! Automation helps yield key data, including: Reporting to understand how marketing activities and campaigns are driving pipeline, revenue, and ROI. Website analytics reporting for insight into demand generation performance Database health reporting to help diagnose the health of the marketing database Tenet5: Marketing Technology Page 25
  26. 26. Find the balance of marketing art and science Marketers are streamlining campaign execution to better target, engage, convert, and analyze business in more meaningful ways. Tenet5: Marketing Technology Page 26
  27. 27. Looking for more resources? Marketing Automation Simplified Download the full eBook to learn more! The Small Guide to Big Ideas Follow us on: What is Marketing Automation? Page 27
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