Marketing automation tools are playing a key role in all our marketing and sales efforts. Identifying the most suitable for your business and knowing how to integrate them alongside with the other digital marketing disciplines is crucial to succeeding and building personalized relationships with your prospects.

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November 8-9. 2016
Radisson Park Inn, Krakow
Modern PowerPoint Presentation
PRESENTED BY -Adriano Corso
Marketing Automation

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November 8-9. 2016
Radisson Park Inn, Krakow
Marketing automation tools are playing a key
role in all our marketing and sales efforts.
Identifying the most suitable for your business
and knowing how to integrate them alongside with
the other digital marketing disciplines is crucial
to succeeding and building personalized
relationships with your prospects.
Marketing Automation Tools that Rock

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November 8-9. 2016
Radisson Park Inn, Krakow
THE AGENDA
The journey through the
inbound process, from the
definition to an actual
strategy about how
automation tools can
help achieving your goals.

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November 8-9. 2016
Radisson Park Inn, Krakow
HOW TO USE THEMMARKETING AUTOMATION TOOLS INTEGRATIONS
INBOUND MARKETINGDEFINITION INBOUND PROCESS
Going through
the customer
journey and
the sales
funnel
What a
Marketing
Automation
tool is
Understanding
this
Marketing
concept in
the digital
world
Identify the
right tool
you need to
have in your
toolset
Best
practices and
tailored
strategies
Integrate
them within
your Digital
Marketing
strategy
Agenda

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November 8-9. 2016
Radisson Park Inn, Krakow
MARKETING AUTOMATION
What does it means and
when has it came into
existence?

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November 8-9. 2016
Radisson Park Inn, Krakow
Marketing
Automation
Marketing automation
refers to the
software that
exists with the
goal of automating
marketing actions. Many
marketing
departments have
to automate
repetitive tasks
such as emails,
social media, and
other website
actions. The technology of
marketing automation makes
The Definition

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November 8-9. 2016
Radisson Park Inn, Krakow
The History and Timeline of Marketing Automation
20151992 2000
1999 2010
Lower costs
to be to
accessible to
all businesses.
Marketing
automation
first came into
existence in
1992
The industry
began to grow
exponentially
Over the next
seven years,
Eloqua’s success
inspired a number
of competitors to
enter the market.
Between 2010
and 2014 major
acquisitions in
the industry

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November 8-9. 2016
Radisson Park Inn, Krakow
The First Vendors

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Radisson Park Inn, Krakow
Acquisitions & Cost decrease

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Radisson Park Inn, Krakow
INBOUND MARKETING
The best way to use
marketing to bring
potential customers to
you.

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November 8-9. 2016
Radisson Park Inn, Krakow
Inbound
Marketing
Inbound Marketing is the
promotion of a
company or other
organization
through blogs,
podcasts, video,
eBooks,
newsletters,
whitepapers, SEO,
physical products,
social media
marketing, and
other forms of
content marketing
which serve to
The Definition

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November 8-9. 2016
Radisson Park Inn, Krakow
CALIFORNIA
$126,942
Inbound marketing is multi-
channel by nature because it
approaches people where they
are.
Multi-Channel
The more you know your leads
over time, the better you can
personalize your messages to
their specific needs.
Personalization
Promoters don’t just materialize
out of thin air: they start off as
strangers, visitors, contacts, and
customers..
Lifecycle Marketing
Create targeted content that
answers prospects' and
customers' basic questions and
needs, then share that content
far and wide.
Content Creation + Distribution
Major Themes
Content creation, publishing and
analytics tools all work
together like a well-oiled
machine.
Integration

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November 8-9. 2016
Radisson Park Inn, Krakow
THE INBOUND PROCESS
Sharing is caring and
inbound marketing is about
creating and sharing
content with the world.

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November 8-9. 2016
Radisson Park Inn, Krakow
The Inbound Process

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November 8-9. 2016
Radisson Park Inn, Krakow
Just because someone
has already written you
a check doesn’t mean you
can forget about them.
Delight
You’ve attracted the right
visitors and converted the
right leads, but now you
need to transform those
leads into customers.
Close
Once you’ve attracted
website visitors, the next
step is to convert those
visitors into leads by
gathering their contact
information. At the very
least, you’ll need their
email addresses.
Convert
We don’t want just any
traffic to our site, we want
the right traffic. We want
the people who are most
likely to become leads, and,
ultimately, happy
customers.
Attract
The Customer Journey

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November 8-9. 2016
Radisson Park Inn, Krakow
MARKETING AUTOMATION TOOLS
A list of available tools
on the market, all with
different features that
can be used for any
business

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Radisson Park Inn, Krakow
Marketing Automation Software

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Radisson Park Inn, Krakow
Marketing Automation Software
Email
Marketing
Opt In CRMLanding
Pages
IntegrationMetrics

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November 8-9. 2016
Radisson Park Inn, Krakow
HOW TO USE THEM
How to follow a lead
through the funnel using
points or tags, and best
practices.

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Radisson Park Inn, Krakow
The Funnel
Bottom of the Funnel
BOFU
Top of the Funnel
TOFU
Middle of the Funnel
MOFU

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Radisson Park Inn, Krakow
Mautic

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Radisson Park Inn, Krakow
Case Study – Prezi – Welcome Series

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Radisson Park Inn, Krakow
Case Study – Prezi – Welcome Series

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November 8-9. 2016
Radisson Park Inn, Krakow
Case Study – Prezi – Welcome Series

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November 8-9. 2016
Radisson Park Inn, Krakow
Case Study – Prezi – Welcome Series
Educate &
Inform

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Radisson Park Inn, Krakow
Case Study – Prezi – Welcome Series

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Radisson Park Inn, Krakow
Welcome Series Benefits
Op
en
Ra
te
4x
8x
Cli
ck
Ra
te
Rev
enu
e
5x

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November 8-9. 2016
Radisson Park Inn, Krakow
INTEGRATION & AUTOMATION
Integrate Marketing
Automation tools with
social media, contents,
video, and more…

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November 8-9. 2016
Radisson Park Inn, Krakow
SOCIAL MEDIA CONTENTEMAIL
Blog
Promotion
Webinar
Podcast
Twitter
Instagram
LinkedIn
Newsletter
Welcome
Sequence
Integrate & Automate

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Radisson Park Inn, Krakow
Consideration

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November 8-9. 2016
Radisson Park Inn, Krakow
THANK YOU!
EMAIL:
INFO@ADRIANOCORSO.N
ET
ADRIANO CORSO
DIGITAL CONSULTANT
IBM
Let’s stay in touch

@ADRIACORSO
https://pl.linkedin.c
om/in/adrianocorso