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Marketing Automation: Is your company prepared to make it work? A presentation to the AMA Ignite Conference

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  1. 1. Marketing Automation: Originally presented April 21, 2021, at the AMA Ignite Conference
  2. 2. A Short Introduction Co-founder of Clever Lucy, a Cincinnati-based women-owned agency comprised of a team of seasoned experts that bring big agency talent and experience with the efficiency and focus of a boutique agency. Previously, Keri was President of Cleriti, a HubSpot Partner Agency and ran the local chapter of the HubSpot User Group (HUG). Keri Witman C O - F O U N D E R | C E O
  3. 3. au·to·ma·tion | ˌȯ-tə-ˈmā-shən noun Automatically controlled operation of an apparatus, process, or system by mechanical or electronic devices that take the place of human labor. What is automation?
  4. 4. 75% of companies currently use marketing automation. 58% of B2B companies plan to use it in the future. Who is using marketing automation? 75% 58% Sources: Social Media Today’s’ State of Social Media Automation Survey (2019) & emailmonday.com
  5. 5. No Shortage of Options
  6. 6. The most important benefits of marketing automation are improved customer experience (45.9%), improved quality of leads (37.7%), and an increased number of leads (34.9%), according to those surveyed. Top Benefits of Marketing Automation Platforms Source: Liana Technologies 10% 20% 30% 40% 50% Increased # of Leads Increased Quality of Leads Improved Customer Experience
  7. 7. Another Glance at Key Benefits for B2B Source: SmartInsights and Communigator Managing B2B Marketing Automation (2019)
  8. 8. Direct Real-world Results from MA Source: automate online
  9. 9. According to recent research studies, companies that effectively use marketing automation to nurture prospects see a 451% increase in qualified leads. Essential for Nurturing Leads Source: Annuitas Group 100% 200% 300% 400% 500% Effective Use of MA
  10. 10. Know specifically what you want to accomplish before you subscribe to any platform. Before You Pull the Trigger
  11. 11. Less than 3 in 10 (28%) companies who subscribe to a marketing automation tool take advantage of the available features. Companies Underutilize Marketing Automation Source: SmartInsights and Getresponse “Email Marketing and marketing Automation Excellence” (2018)
  12. 12. • Analyze your staff work effort and identify tasks that could benefit from automation • Identify gaps in your analytics tracking • Review your path to purchase and identify any breaks Weigh Your Options & Know Your Needs
  13. 13. • Social Media Posting (80%) • Email Marketing (75%) • Social Media Advertising (55%) Get the Most Out of Your Automation Platform • Chatbots • Voice Keyword Call Tracking • Scoring and Grading Leads • Personalization • CRM Integration
  14. 14. • IT Manager • Sales Lead • Marketing Director Key Stakeholders
  15. 15. Custom Templates > Standard Templates >
  16. 16. • Content Strategist • Automation Admin/CRM Admin • Writer/Content Developer Roles Necessary to Run Your Automation Marketing Automation Admin CRM Admin (IT) Content Manager Lead Nurture Manager Analytics Email Landing Page/Forms Email Design Email Copy Landing Page Design Landing Page Copy Agency Partner Or Internal Team
  17. 17. Content marketing is most effective when it is very closely tied to your ideal customer path to purchase and is published on a regular cadence. Content Strategist
  18. 18. Having someone on your team who is an expert at using your platform of choice will have a dramatic impact on the success of your marketing programs and efficiency. Automation Admin/CRM Admin
  19. 19. • Existing GTM • Internal Content Team • Outsourced (Agency) Content Sources
  20. 20. • Look for quality over quantity when it comes to content • Ideally, choose an agency partner before selecting and setting up an automation tool Agency Insider Tips
  21. 21. • Marketing automation tools can be great for connecting your marketing and sales efforts • Involve your sales counterparts in the decision early as it will impact their team directly CRM
  22. 22. • Sales teams dismiss leads delivered by marketing • The flow of leads from the platform to reps never gets set up Why the great divide? Social distancing before it was cool.
  23. 23. • Involve sales from the get-go • Consider current CRM in-use • Collaborate with sales team on path-to-purchase • Define marketing to sales handoff point Marketing/Sales Alignment
  24. 24. Thank You! If you aren’t equipped with the right team to make the most of marketing automation, Clever Lucy can help. Keri Witman keri@cleverlucy.com Learn more about our full capabilities at cleverlucy.com

Description

Marketing Automation: Is your company prepared to make it work? A presentation to the AMA Ignite Conference

Transcript

  1. 1. Marketing Automation: Originally presented April 21, 2021, at the AMA Ignite Conference
  2. 2. A Short Introduction Co-founder of Clever Lucy, a Cincinnati-based women-owned agency comprised of a team of seasoned experts that bring big agency talent and experience with the efficiency and focus of a boutique agency. Previously, Keri was President of Cleriti, a HubSpot Partner Agency and ran the local chapter of the HubSpot User Group (HUG). Keri Witman C O - F O U N D E R | C E O
  3. 3. au·to·ma·tion | ˌȯ-tə-ˈmā-shən noun Automatically controlled operation of an apparatus, process, or system by mechanical or electronic devices that take the place of human labor. What is automation?
  4. 4. 75% of companies currently use marketing automation. 58% of B2B companies plan to use it in the future. Who is using marketing automation? 75% 58% Sources: Social Media Today’s’ State of Social Media Automation Survey (2019) & emailmonday.com
  5. 5. No Shortage of Options
  6. 6. The most important benefits of marketing automation are improved customer experience (45.9%), improved quality of leads (37.7%), and an increased number of leads (34.9%), according to those surveyed. Top Benefits of Marketing Automation Platforms Source: Liana Technologies 10% 20% 30% 40% 50% Increased # of Leads Increased Quality of Leads Improved Customer Experience
  7. 7. Another Glance at Key Benefits for B2B Source: SmartInsights and Communigator Managing B2B Marketing Automation (2019)
  8. 8. Direct Real-world Results from MA Source: automate online
  9. 9. According to recent research studies, companies that effectively use marketing automation to nurture prospects see a 451% increase in qualified leads. Essential for Nurturing Leads Source: Annuitas Group 100% 200% 300% 400% 500% Effective Use of MA
  10. 10. Know specifically what you want to accomplish before you subscribe to any platform. Before You Pull the Trigger
  11. 11. Less than 3 in 10 (28%) companies who subscribe to a marketing automation tool take advantage of the available features. Companies Underutilize Marketing Automation Source: SmartInsights and Getresponse “Email Marketing and marketing Automation Excellence” (2018)
  12. 12. • Analyze your staff work effort and identify tasks that could benefit from automation • Identify gaps in your analytics tracking • Review your path to purchase and identify any breaks Weigh Your Options & Know Your Needs
  13. 13. • Social Media Posting (80%) • Email Marketing (75%) • Social Media Advertising (55%) Get the Most Out of Your Automation Platform • Chatbots • Voice Keyword Call Tracking • Scoring and Grading Leads • Personalization • CRM Integration
  14. 14. • IT Manager • Sales Lead • Marketing Director Key Stakeholders
  15. 15. Custom Templates > Standard Templates >
  16. 16. • Content Strategist • Automation Admin/CRM Admin • Writer/Content Developer Roles Necessary to Run Your Automation Marketing Automation Admin CRM Admin (IT) Content Manager Lead Nurture Manager Analytics Email Landing Page/Forms Email Design Email Copy Landing Page Design Landing Page Copy Agency Partner Or Internal Team
  17. 17. Content marketing is most effective when it is very closely tied to your ideal customer path to purchase and is published on a regular cadence. Content Strategist
  18. 18. Having someone on your team who is an expert at using your platform of choice will have a dramatic impact on the success of your marketing programs and efficiency. Automation Admin/CRM Admin
  19. 19. • Existing GTM • Internal Content Team • Outsourced (Agency) Content Sources
  20. 20. • Look for quality over quantity when it comes to content • Ideally, choose an agency partner before selecting and setting up an automation tool Agency Insider Tips
  21. 21. • Marketing automation tools can be great for connecting your marketing and sales efforts • Involve your sales counterparts in the decision early as it will impact their team directly CRM
  22. 22. • Sales teams dismiss leads delivered by marketing • The flow of leads from the platform to reps never gets set up Why the great divide? Social distancing before it was cool.
  23. 23. • Involve sales from the get-go • Consider current CRM in-use • Collaborate with sales team on path-to-purchase • Define marketing to sales handoff point Marketing/Sales Alignment
  24. 24. Thank You! If you aren’t equipped with the right team to make the most of marketing automation, Clever Lucy can help. Keri Witman keri@cleverlucy.com Learn more about our full capabilities at cleverlucy.com

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