Marketing Automation & Drupal

Consistent
Strategy + Tactics
Industry Awareness
Educating Audiences & Markets
Selling Value Proposition
Connect & Engage
Leads

Jim Caruso, +1 770.642.2080 http://MediaFirst.net 3

Friday, April 12, 13 3

Unfair Advantages
Engineers
IT Sales = Real Customers
12 Years of Client Successes
Know Industries & Technologies
Effective process, Low overhead



Partner, Tool, Contractor
• Partners: Rackspace 10+, Hubspot,Yottaa, Acquia, etc.
• Tools: Drupal, WordPress, MailChimp, and whatever you have
• Write, edit, social media, PR, etc.
• Websites & changes, advertising, etc.



78%
of Internet users conduct product research online.
6 Jim Caruso, +1 770.642.2080 http://MediaFirst.net 6


7 5% earch users
of the links s t paid.
rganic —no
cli ck on are o

10 Jim Caruso, +1 770.642.2080
SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
http://MediaFirst.net 7


Companies that blog get

55% more
website visitors.

12 Jim Caruso, +1 770.642.2080
SOURCE: HUBSPOT, 2010


67%o
and 4 f B2C
1% o comp
have f B2B anies
acqu comp
ired anies
throu a cus
gh Fa tome
cebo r
ok.



IT’S TIME TO

TRANSFORM
MARKETING!



1 Make
stuff
people
want.

START CREATING/PUBLISHING CONTENT THAT IS
HELPFUL & VALUABLE TO OUR CUSTOMERS:

• FAQS
• HOW-TO’S
• EBOOKS
• VIDEOS
• BLOG!



• THE MORE WE GIVE, THE MORE
WE’LL GET

• INCREASE #

2
OF PAGES
Be & INBOUND LINKS

generous. • BUILD TRUST, CREDIBILITY,
& GOOD WILL



3 Rock our
keywords.
• GET ON PAGE 1!
• DOUBLE TRAFFIC
• CUT PPC SPENDING IN HALF



4 Give
great
directions.

• CREATE RELEVANT LANDING PAGES
• CLEAR CALLS TO ACTION
• COMPELLING OFFERS



5 Invest
wisely.

“IF IT DON’T MAKE DOLLARS, IT DON’T
MAKE SENSE.”


6 MONTH GOALS:

• Double web trafﬁc (to buyer keywords)
• Double web leads
• Website Grade above 70
–http://www.WebsiteGrader.com
–Grader.com
• REPEAT!
HOW TO USE THIS SLIDE:
Adjust above goals according to your baseline and growth objectives. Then
delete this box & the orange arrow to the left!

(my addition in parentheses)



200 Million
Americans have registered on the Federal Trade Commission’s
“Do Not Call” list.
11 Jim Caruso, +1 770.642.2080
SOURCE: FTC, JULY 2010


Yesterday’s approach:
“GET IN THEIR FACE”
when they’re not looking.

Tomorrow’s approach:
“GET FOUND”
when they are looking.


Inbound marketing costs 62% less
per lead than traditional, outbound marketing.

AVG COST/LEAD: $373

AVG COST/LEAD: $143

OUTBOUND INBOUND

16 Jim Caruso, +1 770.642.2080


Inbound Marketing Methodology

Source - http://www.hubspot.com/products/inbound-marketing/



Marketing is EVERYTHING
• Website

• Content

• Social Media

• SEO

• Events

• Video



Marketing Automation
•Overview
•Components
•Tools
•Implementation
•Measurement
•Plan, Do , Measure, Control - Deming



What I Like

• A methodology for implementation

• Tracking methods that show incremental
improvement



Drupal

• Powerful Out-of-the-Box
• Flexible - Add Modules
• Functional - Any



Marketing Automation
• Content: Website, Blogging, Press Releases, Forum, etc

• Calls-To-Action (CTA)

• Forms (number of ﬁelds)

• Landing Pages

• Email: Campaigns, Nurturing (Drip), Transactional

• SEO



Attract Buyers

• Buyer Personas - Who will buy?

• Buyer Needs - What content helps them buy?

• “Buyer Keywords” - What will be their search query?



Owned, Earned & Paid Media

• Owned: your website and communications that you control

• Earned: Press coverage, “Likes,” Google +1, Retweet, etc.

• Paid: Advertising and promoted content

• Syndicated content, promoted tweet, Facebook or Linkedin Ads



Persona,VC (Investor)

• Large Market

• Excellent Management Team

• Effective Value Proposition

• Ability to Execute



Metrics
• Revenues: Top Line

• Profit: Bottom Line

• Closed Deals

• Qualified Leads

• Marketing Qualified Leads

• All Leads

•
Jim Caruso, +1 770.642.2080
Traffic


Marketing Tools
•
Website proﬁler: Ghostery, BuiltWith, etc.
•
Dashboards: Geckoboard, Informly, etc.
•
Integration: Zapier
•
Collaboration: Basecamp, GatherContent, etc.
•
SEO: SeoMoz, SpyFu, SEMRush
•
Trafﬁc Rank: Alexa, Compete, Quantcast, etc.
•
File Share & Sync: Dropbox, Google Drive,Voxel,
CloudHQ
Jim Caruso, +1 770.642.2080

Friday, April 12, 13
•
Quotes & Digital Signatures

30

Dashboard: Leftronic



Dashboard: Ducksboard



Dashboards - a list
http://chimeapp.com/
http://www.cyfe.com/
http://www.digmydata.com
http://www.ducksboard.com
http://www.easy-insight.com
http://www.geckoboard.com
http://www.grappster.com
http://www.inform.ly
http://www.leftronic.com
http://statusboard.me
http://www.trakkboard.com
http://www.zeppelin.co
Read more: http://mediafirst.net/blog/dashboard-apps-chime-cyfe-digmydata-ducksboard-easy-insight-geckoboard-grappster-informly-trakk#ixzz2QBXpv0Yz
Under Creative Commons License: Attribution Non-Commercial No Derivatives


THINK LIKE A MEDIA
COMPANY. You are one.


Google is our new business card.



IMPACT OF WEBSITE CONTENT
ON INBOUND LEADS.



Inbound Marketing Campaign Components

Produce a Compelling Marketing Offer

Place the Offer on Your Website

Nurture the Leads who Convert on That Offer

Promote the Offer

Measure Your Success
Jim Caruso, +1 770.642.2080 http://MediaFirst.net 38 38

Create a Compelling Offer

•Offers can take any number of formats
•Ebooks
•Whitepapers
•Webinars
•Demos
•Tip Sheets
•Infographics
•Videos
•Templates
•And so on…

Place the Offer on Your Website


Nurture Leads Who Convert

Email #1 Download Our New Lead Generation eBook
Day 10

Email #2 Watch “How Using Targeting Email can Increase Leads”
Day 20

Email #3 Receive a Demo of the HubSpot Contacts Tool
Day 40


Promote the Offer

How to properly promote your offer through social media
• Decide on the timing.
• Choose what social networks work best for this offer
• Use a Hashtag
• Change up your messages
• Measure your success and replicate what works.

43

Measure Your Campaign

44

CONVERTS INTO QUALIFIED LEADS
Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters


DELIGHTS YOUR CUSTOMERS
Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters


Content Distribution


Incremental Improvement


Landing Page


create
marketing
people love


119%
THE CLICK-THROUGH RATE ON TRIGGERED
MESSAGES IS 119% HIGHER THAN “BUSINESS
AS USUAL MESSAGES.

- EPSILON & DMA
http://www.epsilon.com/download/q1-2012-north-america-email-trend-results-open-rates-improve-over-previous-
quarter-and-prev


What is a Buyer Persona?

Semi- fictional representations of your ideal customer
based on real data and some select educated speculation
about customer demographics, behavior patterns,
motivations, and goals.


Persona Profile Checklist


MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing team (1-5 people)
• BComm (BU), MBA (Babson)
• 42, Married, 2 Kids (10 and 6)

Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness

Challenges: Loves HubSpot because:
• Too much to do • Easy to use tools that make her life easier
• Not sure how to get there • Learn inbound marketing best practices
• Easier reporting to sales and CEO
• Marketing tool and channel mess


Use PPC to Unleash the Power of Organic (SEO)

• Free
Pay Per Click – 25% of Clicks

• More traffic
Organic Results

• Smarter people 75% of clicks

• Longer lasting
Source: Marketing Sherpa and Enquiro Research


Marketing Automation Vendors
•Act On
•Eloqua
•Hubspot
•Infusionsoft
•Loopfuse
•Marketo
•Pardot
•Salesfusion
•Silverpop
•“White Label”

Resources: Complete Examples
• Marketing Automation vendors
• Brian Clark
• ProBlogger.net
• Chris Brogan
• Gary Vaynerchuk @GaryVee

Marketing Automation with Drupal

•Google Analytics

•Great content, taxonomy, related content

•Friendly search, Solr and faceted

•Performance tuned servers, caching, and CDN

•Drupal form & validation modules (CRM form modules)

•Email: modules for MailChimp & Mandrill - other ESPs

•Great experience, tracking and landing page alternatives

MediaFirst: Marketing PR,
Social, & Web - for Leads

•Jim Caruso, 404.788.0188, jim@mediaﬁrst.net
• http://MediaFirst.net

Marketing Automation & Drupal

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