2. Andy McIlwain
What do I do?
● Developer, Brainrider
● Developer, Marketers Without Borders
● Organizer, Toronto WordPress meetups
● Organizer, WordCamp Toronto 2011-2014
● Contributor, Make WordPress Community
3. WordPress Quick Hits
Why WordPress?
● 47% of sites running CMSes use WP.
That’s 23% of the web. (Social proof much?)
● 34,000+ plugins. 2,700+ themes. Flexibility!
● It’s (relatively) easy to install and use.
Plenty of documentation, huge community.
4. “Does it work with
WordPress?”
Usually.
Enterprise marketing automation platforms like
Pardot and Marketo integrate with websites.
WordPress is software for managing websites.
5. Better question:
How well does it integrate
with WordPress?
Easily: e.g. Pardot’s plugin, vs.
with some dev work, e.g. following Marketo
docs.
6. What if we don’t have the
budget / time / resources?
Enterprise-level platforms are an investment!
8. Marketing Automation Cycle
1. Drive visitor traffic to
relevant landing pages.
2. Track activity. Collect
information. Identify leads.
3. Build lead profiles. Adapt
communications based on
gathered insights.
4. Pass qualified leads to
your sales team.
Analytics
Landing
Pages
Lead
Scoring
Lead
Nurturing
Email +
Social Mktg
CRM
Integration
List Mgmt
Forms
9. What can we do in
WordPress?
Out-Of-The-Box
● Landing Pages
Plugins
● Analytics
● Custom Forms
Analytics
Landing
Pages
Lead
Scoring
Lead
Nurturing
Email +
Social Mktg
CRM
Integration
List Mgmt
Forms
10. Plugins
Landing Pages Web Analytics Custom Forms
● Use built-in Posts
and Pages
● Use a page builder,
e.g. Velocity Page
● Google Analyticator
● Google Analytics for
WordPress (Yoast)
● WordPress.com Stats
● Clicky Analytics
● Formidable Pro
● Gravity Forms
● Contact Form 7
● Jetpack Forms
11. Bringing It Together
Pages, Analytics,
Forms are isolated
features.
How do we bring
these together to
identify leads?
Analytics
Landing
Pages
Lead
Scoring
Lead
Nurturing
Email +
Social Mktg
CRM
Integration
List Mgmt
Forms
13. Track Form Submissions,
Identify New Leads
When someone
submits any form on
your site, Leadin
creates a profile for
them and tracks their
activity.