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Drivers of Marketing Automation for Small Biz

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You’ll Learn:

• The key drivers of marketing automation
• Why marketing automation makes sense for small businesses
• Marketing Automation adoption rates and trends
• Skills required for success

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Drivers of Marketing Automation for Small Biz

  1. 1. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA What’s Driving Adoption of Marketing Automation? Dan Freeman President Marketing Growth Strategies LLC Email: dan@marketinggs.com Web: http://marketinggs.com Tel: 201 266-6919
  2. 2. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Chat
  3. 3. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Twitter #smallbizMA
  4. 4. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Today’s Presenter Dan Freeman President Marketing Growth Strategies LLC http://marketinggs.com
  5. 5. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Agenda • Drivers of Marketing Automation • Adoption Rates • Skills required for Success • Content • Data • Marketing Processes
  6. 6. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Why Marketing Automation
  7. 7. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Creative Destruction
  8. 8. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Transformation of Marketing Top Down, Push Bottom up, Pull From Madison Avenue…to Silicon Valley Google’s Market Cap from Zero to $350 Billion in 15 years 1960s
  9. 9. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Transformation of Marketing 1.3 Trillion Searches Annually 920 Million Web Sites 42 Million WordPress Blogs 500 Million Tweets Daily 4.5 Billion Facebook Likes Daily 144 Billion emails per Day 1.1 Billion Smartphones
  10. 10. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Transformation of Marketing Apps in iPhone Catalog
  11. 11. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Transformation of Marketing • Exponential growth in digital interactions • Marketing is now more data intensive than Wall Street • The primary challenge of marketing today: How to manage the proliferation of content and data
  12. 12. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Marketing Automation Defined Marketing Automation software enables marketers to manage the complexity of modern marketing related to the proliferation of content and data.
  13. 13. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Product Lifecycle
  14. 14. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Marketing Automation Adoption
  15. 15. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Marketing Automation Adoption
  16. 16. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Skills Required for Marketing Automation Success • Technology Expertise • Streamlined Content Creation • eMail List Building & Data Management • Lead or Tag Scoring • Collaboration with Sales
  17. 17. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Technology Expertise • Spend the time to learn • Marketing Automation vendors have abundance of rich content • Choose a system that fits • Devote resources to implementation
  18. 18. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA 5 Steps for Streamlining Content Creation 1. Audit your content 2. Map your content to the buying cycle 3. Identify the content GAPS 4. Create personas to understand your target audience 5. Create a content plan
  19. 19. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA 7 No-Brainers for Building an email List 1. Simply ask 2. Display an opt-in form prominently on your home page 3. Offer free content to capture prospect information 4. Include an offer in your email signature 5. Incorporate opt-in form into all social media 6. Collect business cards at conferences 7. Incorporate data collection into your sales processes
  20. 20. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Lead Scoring & Tag Scoring • Quantifies digital interactions • Behavioral vs Demographic • Delivering quality leads to sales is marketing’s top priority
  21. 21. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Collaboration with Sales • Recognize marketing’s critical role in revenue generation • Marketing creates relationships before a sales contact is made • Marketing and Sales are part of a single customer acquisition process “The aim of Marketing is to make selling superfluous.” -- Peter Drucker
  22. 22. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Ready to Learn More? www.hatchbuck.com
  23. 23. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Q&A Dan Freeman President Marketing Growth Strategies LLC Email: dan@marketinggs.com Web: marketingtechreport.com Twitter: @TheeDanFreeman Tel: 201 266-6919
  24. 24. www.hatchbuck.com | @TheeDanFreeman | #smallbizMA Ready to Learn More? www.hatchbuck.com

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