One of the hottest topics for savvy marketers is marketing automation. It’s much more than a fancy tool that sends out 300 tweets a day. Implemented correctly, it can deliver phenomenal value to your brand. That's why we are seeing such a dramatic increase in the real-world application of marketing automation across all industries.

3. 1
79% of top-
performing
companies
have been
using marketing
automation for
more than
2 years
Gleanster Research

4. 2

5. 3
Marketing automation has seen the
fastest growth of any CRM-related
segment in the last five years, and
its B2B vendor revenue now tops
out at more than one billion dollars
per year. It’s no wonder so many
marketing professionals are trying
to get a piece of that revenue pie.
life is change.....................................................................................................................................................................................
constant in
thing
The only

6. 4
An Introduction to
Marketing Automation
With the right use of
marketing automation, you
can spend time creating,
engaging and measuring
your success.
6
The 6 Steps to
Marketing Automation
Get your brand started with
these six steps to marketing
automation.
The New Kid
on the Block
Taking marketing
automation to the next level
with On Behalf Of Social
Media technology
8
11
New Technology
Champions Brand
Building
What is your brand’s story,
and how are you going to
tell it?
14
...................................................................................................................................................................................................
In This Issue

7. 5
From Brands to Bands
Brands and bands alike are
now using marketing
automation to tell their
stories.
19
...................................................................................................................................................................................................
#Tweet4DisasterRelief
We have come a long way
from smoke signals and
riding horseback through
the night, and now we can
make certain when a
disaster hits, the warning
will reach the right people
faster than the storm.
27
Turning Followers
into Voters
Throughout the election
season, political camps can
now use new social media
technology to quickly get
candidate-approved content
out to not only their
supporters, but their
supporters' networks of
friends and followers.
33
Food For Thought
Powerful stats you can
bring to your board room.
37

8. 6
Did you know?
Gmail now has category tabs that automatically
separate messages out of your primary mailbox. The
days without junk email are long gone, but this new
step makes marketing that much harder to reach
your audience. If you are like many marketers, you
probably don’t have enough hours in the day to
promote your brand’s message. So how do you steer
clear of marketing fatigue while working hard to
avoid ending up in the spam folder?
Done incorrectly, marketing automation can add
clutter to your campaign, turning away potential
customers.
But, if you successfully integrate and establish
marketing automation as a tool to complement your
overall strategy, you will reach the right audience
without wearing out the message.
With the right use of marketing automation, you
can spend time creating, engaging and measuring
your success.
Marketing
Automation
An introduction to

9. 7
Savvy Marketer's Guide

10. 8
1. Right Place - Right Time
The first thing you need to
accept: you can't be everywhere
at once. As a marketer, it's easy
to get overwhelmed trying to
promote your product in all the
available marketing outlets.
That's where marketing
automation comes in.
2. Set It & Forget It
Marketers can create
personalized messages and
posts in advance to engage and
nurture their prospects so they
can focus on other initiatives
and strategies.
3. Customer Interaction
With your message created and
scheduled, you can get back to
marketing your product in
other ways. That's less time
worrying about your presence
online and in inboxes, and more
time interacting with potential
and existing customers. These
personalized interactions will
result in better relationships
..............................................................................................................................................................................................................
6 STEPS
Marketing
Automation
GETTING STARTEDGETTING STARTED

11. 9
with loyal customers, driving
brand loyalty and sales success.
4. Staying Relevant
Remember though, you still
have the freedom to post
whenever you need. Setting up
a powerful automated
marketing campaign is
important, but don't forget that
you should still be promoting
your brand LIVE when the
situation demands instant
interaction. Now you have peace
of mind that the right message
is reaching your customers
while still having the luxury of
real-time engagement when it's
most important.
5. Triggered Drip Campaigns
Once you get the hang of basic
marketing automation, start
implementing triggered drip
campaigns for greater results.
The best marketing automation
software uses variable tags for
any number of elements,
including names, phone
numbers, addresses, URLs, and
links to dynamically generated
materials. This designs a more
personalized audience
experience while creating an
opportunity for marketers to
automate messages based on
customer interest and
interaction.
6. Measure & Optimize
If you’re not tracking the
performance of your marketing
efforts, then you will have zero
insight into what’s working and
what isn’t. You need to have
goals set up and key
performance indicators in mind
before starting any campaign.
Start A|B testing different
marketing materials to see
which messages your audience
is responding to. Don't be
surprised if some of your
initiatives drive more
interaction during different
times of day or in various
digital outlets.
Learn from your data to
make informed decisions,
and then incorporate your
findings into future
campaigns.

12. 10
By the year 2020,
customers will
manage 85% of
their relationships
without human
interaction
Gartner Research

13. 11
Taking marketing automation to
the next level with On Behalf Of
Social Media Marketing
block..............................................................................................................................................................................................................................
kid on the
The new

14. 12
The closer a brand influencer
is to a customer, the more
powerful the message will be.
Word of mouth is one of the most
powerful forms of marketing, and if
you are like other savvy marketers,
you value the importance of a
referral. On Behalf Of Social Media
Marketing software automates
corporate-created content from your
brand’s social media campaigns and
distributes your message on behalf
of your employees, field agents, local
sales reps and/or franchisees. What
your prospective audience will see is
a colleague, friend or even family
member as a spokesperson
championing your brand. Think of
the incredible value of your
audience becoming your biggest
brand advocates, and in turn,
reaching customers you would have
never been able to attract.
An introduction to
On Behalf Of
Social Media
Marketing..............................................................................................

15. 13
Savvy Marketing Guide

16. 14
Branding a story
Any truly successful
marketing campaign tells a
story. It captivates the
audience and appeals to
their universal values. It is
no wonder that developing a
strong brand message can be
as complex as writing a good
book.
Bestselling authors know
how to set a mood and create
an experience. Marketers
should take a page from the
writer's handbook to
cultivate a sustainable
message and brand
consistency. A brand’s
identity and voice should all
be consistent with its values,
customer experience and
core messaging.
Many marketers and their
design teams choose to start
campaign planning with mood
boards. Designing a mood
board helps streamline
planning to ensure visual
consistency and unified
messaging across all
marketing channels.
Spread the message
Marketing automation allows
for a brand to maintain this
consistent identity throughout
the customer cycle. Being able
to organize the campaign and
schedule posts in advance
creates a seamless journey for
every customer from initial
discovery to repeat purchases.
In industries like franchising
(continued on page 16)
New
Technology
Champions
Brand Building................................................................................................................................................................

17. 15
Savvy Marketer's Guide

18. 16
and insurance where local,
independent agents, networks
or franchisees represent large
corporations, a consistent story
is not just important, it’s
mandatory. Corporate
compliance policies are nothing
new, but now there’s software
that provides these local agents
and franchisees with corporate-
approved marketing campaigns
with automatic personalization
for consistent messaging across
corporate and local channels.
Even better, top brands are
using cutting-edge technology
that lets corporations post On
Behalf Of the local agent or
franchisee, protecting brand
consistency, leveraging
personalized messaging and
staying top of mind across
every marketing channel. For
any corporate marketer
struggling with local platform
adoption, the On Behalf Of
capabilities can be the ultimate
solution to overcoming
obstacles with consistency,
compliance and reach.
Pizza guys get it right
Think about it. Is there any
reason why a Domino’s
franchisee would choose to go
against the grain and market
itself in any way other than
within the corporate template?
For one, brand compliance
guidelines for most major
franchises are quite strict. Two,
the local pizza joint wouldn’t be
benefiting from all the
successful branding Domino’s
has established over the past 55
years if they strayed from the
brand.
According to a recent report by
Mintel, 61% of consumers
prefer ordering online or
through an app because it’s
easier than calling a
restaurant. That’s where
Domino’s has excelled, with
consistent branding through
emailing coupons, a strong
online ordering experience and
its newest feat in technology –
the smart watch app that lets
customers order, pay and track
progress from their wrist.

19. 17
mood board inspiration ----->
Can’t make it into the restaurant?
Well that’s just fine. Domino’s will
bring its style to you: from its light-up
delivery car toppers to the “delivery
experts” proudly sporting uniforms
complete with red, white and blue
brand colors. Their message
inevitably makes it to you with
branded pepper and parmesan
packets, and the pizza boxes
themselves – and you welcome the
brand into your home with open arms.
Customers expect a consistent brand
experience, regardless of whether
they’re ordering a pizza, buying a pair
of shoes or investing their life savings.
It builds trust, loyalty and
engagement, and automation is the
key to ensuring the brand experience
is consistent across all marketing
channels.
After all, you don’t want your
audience to be confused by your
brand; instead, the goal should be for
your audience to understand and
engage with your story (and in
Domino’s case, buy pizzas).
So what is your story, and how
are you going to tell it?

20. 18
"The message
needs to be
about the artist
and how we as
marketers can
help bring
value to the
fans."
Justin Lefkovitch

21. 19
Brands and bands alike now
using marketing automation
to tell their stories.
..............................................................................................................................................................................................................................
From
Brands
to Bands

22. 20
Branded content
hits center stage
From Brands to Bands
hat do rooftop concerts, see-saws, and
incredible food give you? South by Southwest
W
....................................................................................................................................................................................................................
Year after year, the South by
Southwest (SXSW) festival has been
on the cusp of groundbreaking ideas
inspiring creative thinking in the
realms of music, film and technology.
SXSW’s creative mold has driven
thousands of people to the city of
Austin, which has become a melting
pot of fresh philosophies and has
gained the attention of brands
seeking to reach consumers in a new
way. Although some artists are
reluctant to share the stage
with branded content, the
opportunity for brand activation
at live music events like SXSW
is too influential to overlook.
Momentum Worldwide recently
surveyed over 6,500 people
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AAAAAAAAAAA
across the globe to compare the
impact live events have on the
whole brand experience. Not
only do fans remember the
event, they love to talk about it
online and share with friends.
The survey showed that after
attending a live event, 68% of
respondents searched for more
information about the brand
online and 93% of respondents
discussed their live brand
experiences with others. With so
much chatter in these days of
constant sharing, brands can
take control and achieve greater
success when a strong social
media engagement plan is in
place surrounding live events.
®

23. 21
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AAAAAAAAAAAA
"The industry is
an exciting
place that
allows brands
and artists
to share a
common
message."
Justin Lefkovitch

24. 22
Social media and music:
a friendly relationship
In the week during the festival,
#SXSW soared in popularity on
Twitter into the 77th percentile of
all hashtags. One of the biggest
contributors in the brand space
came from @esurance, who offered
fans who missed the festival the
opportunity to catch up on keynote
speakers and bands from the show
on the esurance.com website.
Twitter wasn’t the only social media
outlet that saw a spike in traffic
during the week-long event. The
SXSW YouTube channel boasts
almost 90,000 subscribers, and its
Facebook page has an impressive
440,000 likes.
From the viral videos to photos on
Instagram, it’s become second
nature for people to share
experiences. And as a photo album
was in the past, hashtags are the
newest way for people to share the
same experience in a new light.
Avoiding negative connotations
Globally, recorded music sales totaled $15
billion in 2013, and a primary factor to
the success of the music industry has
come from the $4.5 billion annual
investment in research and marketing.
Justin Lefkovitch, CEO and founder of
experiential music marketing firm
Mirrored Media, describes the industry
as “an exciting place that allows brands
and artists to share a common message.”
It is the message that Lefkovitch later
expresses “needs to be about the artist
and how we as marketers can help bring
value to the fans.”
Mirrored Media has helped clients such
as Coach and Acura find an authentic
message that is organic to both the brand
and the musicians. If a message feels
inauthentic, fans see right through the
campaign and can foster a negative
image of not just the brand, but also the
band by association. The fans are going to
the show to hear the band play, not to be
sold by the promoter or brand sponsoring
the event. Only after the consumer
chooses to interact with the brand can the
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AAAAAA

25. 23
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AAAAAAAA
message be tweaked more toward
patronizing the product or service.
Remember, the relationship with the
band is tantamount so that the fans are
listening – and will share when the time
comes.
X-channeling @ sXsw
It was easy to see by the number of show
flyers littered across streets that bands
and brands alike were trying to capture
the attention of SXSW show-goers.
Sometimes called 360 degree marketing,
cross-channel marketing is key to
achieving a greater customer reach. A
well-rounded campaign effort gives
brands a greater likelihood of grabbing
that attention and guiding these music
lovers to the brand.
Traditional posters and flyers have been
the standard, but the adoption of email
and social media has become an integral
part of promoting a brand in the music
marketing space. Marketing before,
during, and after the event must be
accounted for so that the brand covers as
much of the customer buying cycle as
possible. Again, nurturing is crucial so
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AAAAAAAA
that the fan finds supporting materials
if and when they are ready for more
information.
While the artists will (and should)
always have the most influence on fans,
brands have been able to reach more
consumers with the help of marketing
automation. It is very common for
brands to integrate the capabilities of
scheduling posts to be sent out
automatically at an event. What most
people don’t know is that email blasts to
subscriber lists, artist outreach websites,
and social media posts can all be
scheduled before the show even starts!
While at an event, brands can still post
to social networks, but now the worry
about getting the word out is gone – set
it and forget it.
Planning allows brand reps to be
present, spend more time selling and
engaging with show-goers, and have
peace of mind that the social brand
message is already built and
maintained. After all, it’s always going to
be about customer interaction so that
the brand can reach more potential
purchasers.

26. 24
Red Cross provided
essential supplies
such as water
containers, tarps
and kitchen sets to
those affected by
the 2015 Nepal
earthquake from
their funds that
totaled more than
$9.2 million.

27. 25
We have come a long way from smoke signals
and riding horseback through the night, and
now with the use of marketing automation
technology we can make certain when a
disaster hits, the warning will reach the
right people faster than the storm.
#Tweet4
Disaster
Relief..............................................................................................................................................................................................................................

28. 26
Old concept, new technology
Communication in times of trouble
has long been an obstacle for
mankind, but it’s one puzzle that
seems to become clearer as
technology evolves.
Over 2,000 years ago, under the rule
of Emperor Qin Shi Huang, the
Great Wall was built to keep out
Mongolian raiders, but it wasn’t until
the Han Dynasty when we saw
effective strides in communication.
The Chinese military had this
incredible wall that reached far and
wide, but no way for watchmen to
warn troops of invaders. Beacon
towers were constructed for instant
communication from one area of the
wall to the next when intruders
arrived – using smoke signals during
the day and fire during the night.
AAAAAAAAAAAAAAAAAAAA
AAAAAAAA
Years later Paul Revere
and the Continental Army
took a cue from the Chinese
and used a series of candle-
lit lanterns to warn
Minutemen of the British
invasion.
#Tweet4DisasterRelief
................................................................................................................................................

29. 27
A step in the right direction
September 11, 2001 is a day that
we will never forget, but it is also a
tragedy we can learn from. Due to
incompatibilities in the radio
network, communication between
the New York Fire and Police
Departments came to a standstill,
making it nearly impossible to
respond to the disaster in lower
Manhattan.
Communication between first
responders and officials have since
been addressed by Congress who
has allocated $2 billion toward new
technology. But Edward Wyatt of
the New York Times reports that
the new system will require up to
$10 billion more before completion.
While there is no method to ensure
100% effective communication
before, during and after any
disaster, we should utilize any
technology available today. In a
recent report from Fandom
Marketing, 74% of adults online use
social networks and 91% say they
use social media during a live event.
An impressive 50% of Facebook
users report sharing and re-sharing
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news stories. And three out of ten
adults access news while on
Facebook. With such a large
footprint online, it makes sense to
use social media platforms to help
disaster communications when
they arise.
The future is clear
News outlets now have access to
social media On Behalf Of
technology to quickly broadcast
important and urgent news to an
exponential number of ears and
eyes. National and local news
stations can send out social media
posts about weather warnings and
crisis alerts on behalf of their news
reporters who have a large online
following and have opted to
participate in the digital
emergency service network.
The same process can be
established after the disaster to
help raise awareness and money
for relief funds. And these alerts
don’t have to be limited to reporters
and employees; anyone could sign
up to have these posts go out over
their social networks on their
behalf.

30. 28
In the days following the 2015 Nepal earthquake, The Tonight
Show’s Jimmy Fallon shared a number of ways to help the affected
people by asking his viewers to text 90999 to donate $10 to the Red
Cross Disaster Relief Fund.
Thanks to the generosity of donors, the Red Cross was able to
provide essential supplies such as water containers, tarps and
kitchen sets from their funds that totaled more than $9.2 million.
Every act of generosity makes a difference in disasters like Nepal,
and now there’s a way to share news quickly with not only Fallon’s
TV viewers, but his audience online. With On Behalf Of marketing,
Fallon’s team and audience could all be advocates for change,
knowing the right message is being shared at the most critical
moment.
Technology improvements happen daily as the tech industry and
Congress work to pave the way for a safer future. We have come a
long way from smoke signals and riding horseback through the
night, and now with the use of current technology we can make
certain when a disaster hits, the warning will reach the right people
faster than the storm.
The Tonight Show with Jimmy Fallon

31. 29
Save 15%
on creative
production budget
when using a
marketing
automation
platformGartner Research

32. 30
Fun Fact
@BarackObama
now has more
than 100M
social media
connections

33. 31
Turning
Followers
into Voters
New software will undoubtedly impact
your social newsfeed. Throughout the
election season, political camps can
now use social media On Behalf Of
technology to quickly get candidate-
approved content out to not only their
supporters, but their supporters'
networks of friends and followers.
..............................................................................................................................................................................................................................

34. 32
Just around the corner
The presidential race of 2012
seems so long ago now, but we are
right back in the political mix
complete with lawn signs and TV
ads from opposing candidates. As
the political climate heats up,
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AAAAAAAAA
camps will look to maximize their
online reach with personalized
social media messages and email
campaigns. The political presence
on the web is already palpable, with
more than a year from Election
Day – and it will only accelerate
from here.
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AAAAAAAAA
TURNING
FOLLOWERSFOLLOWERS
INTO VOTERS VOTERS

35. 33
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AAAAAAAAAAA
Social media trends
“Elect in 2016” campaigns will be
dominating social networks for
good reason. A recent survey by
the Pew Research Center
highlights a major change in social
media audience demographics
from 2012 to 2014. The percentage
of voting-age adults who use
Facebook, LinkedIn, Pinterest,
Instagram and/or Twitter rose
more than 34% in the past two
years.
Popular POTUS
To put the online presence into
perspective in the political realm,
President @BarackObama has
58.6 million followers on Twitter
and almost 43 million likes on
Facebook. That means that the
President’s impressive audience
reach in just these two social
networks is a whopping 100
million potential supporters.
Tumultuous newsfeeds ahead
New software will undoubtedly
impact your social newsfeed.
Throughout the election season,
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political camps can now use On
Behalf Of Social Media Marketing
to quickly get candidate-approved
content out to not only their
supporters, but their supporters'
networks of friends and followers.
On Behalf Of software allows a
candidate’s camp to send out social
media posts like rally information
or views on legislation on behalf of
any supporter who opts-in as a
member of this digital sharing
network.
Now imagine the current
President’s campaign utilizing
OBO technology to leverage the
100 million people who have either
liked or follow his pages online.
Just imagine if 10% of the
President’s followers opt-in, and
each one has just 50 unique
followers. With one message, the
President would grow his audience
from the impressive 100 million to
an incredible 500 million.
Now do the math with your
candidate before Election Day and
calculate their reach.

36. 34
Savvy Marketer's Guide

37. 35
WRITTEN BY ALEX NAVARRO
PUBLISHED BY DISTRIBION, INC.
Correctly implemented, marketing
automation will bring an increase of
revenue and lead generation. In
fact, prospect nurturing through
marketing automation has seen a
451% increase in qualified leads
and 78% of users report marketing
automation as the source of
improved revenue. So it's no wonder
63% of companies outgrowing their
competitors are using marketing
automation.
Marketing automation can be used
as more than a fancy tool to send
out 300 tweets a day. That's why we
are seeing an escalation in the real-
world application of marketing
automation across many industries.
To all of you Savvy Marketers:
Remember...before you can
defeat your competition, you
should have a strategy in place
that you are prepared to
implement. Once your brand
starts to utilize a marketing
automation, platform you will
attract more leads and, in turn,
generate an increase in revenue.
.................................................................................................
Food For
Thought

38. 36
88% of B2B
brands will
adopt
marketing
automation
technology
by 2018
B2B Marketing

40. powered by
www.distribion.com