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@uberflip#MAHacks
Linda West
Director of Digital Marketing,
Act-On Software
@misslindawest
MARKETING AUTOMATION HACKS:
ACT...
@uberflip#MAHacks
Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar ☺)
@uberflip#MAHacks
STICK AROUND FOR
A DEMO
@uberflip#MAHacks
Meet the Expert
Street Cred:
• Act-On is Act-On’s biggest customer
• I’ve worked in both the Demand Gen
...
@uberflip#MAHacks
Let’s get hacking
@uberflip#MAHacks
Hack #1: Map Your
Buyer Journey, Map
Your Content
• Before you build it, map it.
• Organize your AO asse...
@uberflip#MAHacks
Hack #1: Map Your
Buyer Journey, Map
Your Content
• Before you build it, map it.
• Organize your AO asse...
@uberflip#MAHacks
Hack #1: Map Your
Buyer Journey, Map
Your Content
• Get it all in the Act-On content
library.
• Get your...
@uberflip#MAHacks
Hack #1: Map Your
Buyer Journey, Map
Your Content
• To gate, or not to gate?
• Select high value content...
@uberflip#MAHacks
Hack #2: Apply
Automated programs
to press & influencers
• Press are people, too.
• Apply demand generat...
@uberflip#MAHacks
Hack #2: Apply
Automated
programs to
press &
influencers
• Lead scoring? Try
press engagement
scoring! T...
@uberflip#MAHacks
Hack #2: Apply Automated programs to
press & influencers
• Lead Nurturing?
Try Automated
programs for
pr...
@uberflip#MAHacks
Hack #3: Seek
opportunities to
expand interactions
• Website visitor tracking.
• Auto-responders.
• Try ...
@uberflip#MAHacks
Hack #4: Customer
Engagement
• Customers are your biggest
revenue source.
• Brand consistency.
• Upsell!...
@uberflip#MAHacks
Hack #4: Customer
Engagement
• Welcome drips.
• Feature adoption.
• Pre-empt down-sell and churn.
• Rene...
@uberflip#MAHacks
Hack #5: When in doubt, TEST!
• Hey marketers, guess what? Sometimes, your gut is wrong.
• Get scientifi...
@uberflip#MAHacks
Hack #5: When in doubt, TEST!
• Hey marketers, guess what? Sometimes, your gut is wrong.
• Get scientifi...
@uberflip#MAHacks
Hack #6: Use AO
Anywhere
• Single data source for
engagement data – put it to
work!
• Multiple contexts ...
@uberflip#MAHacks
Hack #6: Use AO
Anywhere
• Content, content, content.
• Brand consistency.
• Leverage what you have.
@uberflip#MAHacks
Hack #6: Use AO
Anywhere
• Content, content, content.
• Brand consistency.
• Leverage what you have.
@uberflip#MAHacks
Research Report: Alignment, Technology, & Revenue Impact
http://bit.ly/1TV905P
Research Report: Rethinki...
@uberflip#MAHacks
QUESTION TIME!
Linda West
Director of Digital Marketing, Act-On Software
@misslindawest
Hana Abaza
VP Ma...
@uberflip#MAHacks
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Marketing Automation Hacks: The Act-On Edition

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If you’re already using Act-On, then you know that marketing automation is an indispensable tool for executing on your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.

Act-On's Director of Digital Marketing, Linda West shares various #MAHacks to help you get ahead!

Published in: Marketing
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Marketing Automation Hacks: The Act-On Edition

  1. 1. @uberflip#MAHacks Linda West Director of Digital Marketing, Act-On Software @misslindawest MARKETING AUTOMATION HACKS: ACT-ON Hana Abaza VP Marketing, Uberflip @hanaabaza
  2. 2. @uberflip#MAHacks Join in on WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar ☺)
  3. 3. @uberflip#MAHacks STICK AROUND FOR A DEMO
  4. 4. @uberflip#MAHacks Meet the Expert Street Cred: • Act-On is Act-On’s biggest customer • I’ve worked in both the Demand Gen and Digital teams at Act-On. • My team uses Act-On to drive awareness, generate leads, and create brand advocates. We constantly find new ways to use our platform. Linda West Director of Digital Marketing Act-On Software
  5. 5. @uberflip#MAHacks Let’s get hacking
  6. 6. @uberflip#MAHacks Hack #1: Map Your Buyer Journey, Map Your Content • Before you build it, map it. • Organize your AO assets • Layer on buyer personas if, you're an advanced content marketer. • Content is fuel for your engine.
  7. 7. @uberflip#MAHacks Hack #1: Map Your Buyer Journey, Map Your Content • Before you build it, map it. • Organize your AO assets • Layer on buyer personas if, you’re an advanced content marketer. • Content is fuel for your engine.
  8. 8. @uberflip#MAHacks Hack #1: Map Your Buyer Journey, Map Your Content • Get it all in the Act-On content library. • Get your content tech integrations up and running. • Use media links for other stuff hosted outside of Act-On.
  9. 9. @uberflip#MAHacks Hack #1: Map Your Buyer Journey, Map Your Content • To gate, or not to gate? • Select high value content that people are willing to give up contact details for. • Hint: it has to be valuable. • Two things to consider: 1) when are they ready, 2) what do you need to communicate effectively Additional info Screenshot here
  10. 10. @uberflip#MAHacks Hack #2: Apply Automated programs to press & influencers • Press are people, too. • Apply demand generation principals to other groups that need “nurturing.” • Collect data, use it as insight, go!
  11. 11. @uberflip#MAHacks Hack #2: Apply Automated programs to press & influencers • Lead scoring? Try press engagement scoring! Try influencer scoring!
  12. 12. @uberflip#MAHacks Hack #2: Apply Automated programs to press & influencers • Lead Nurturing? Try Automated programs for press, influencers, and partners.
  13. 13. @uberflip#MAHacks Hack #3: Seek opportunities to expand interactions • Website visitor tracking. • Auto-responders. • Try to find opportunities where your customers have to make a decision to say ‘yes’ or ‘no.’
  14. 14. @uberflip#MAHacks Hack #4: Customer Engagement • Customers are your biggest revenue source. • Brand consistency. • Upsell! • Turn customers into advocates. Top Performing B2B companies invest 52% of their marketing budget on customer retention & expansion
  15. 15. @uberflip#MAHacks Hack #4: Customer Engagement • Welcome drips. • Feature adoption. • Pre-empt down-sell and churn. • Renewal automation. • Better customer success interactions. • Opportunity to work hand-in-hand with customer support teams. Additional info Screenshot here
  16. 16. @uberflip#MAHacks Hack #5: When in doubt, TEST! • Hey marketers, guess what? Sometimes, your gut is wrong. • Get scientific. Additional info Screenshot here
  17. 17. @uberflip#MAHacks Hack #5: When in doubt, TEST! • Hey marketers, guess what? Sometimes, your gut is wrong. • Get scientific.
  18. 18. @uberflip#MAHacks Hack #6: Use AO Anywhere • Single data source for engagement data – put it to work! • Multiple contexts and use cases for individual workflows and styles.
  19. 19. @uberflip#MAHacks Hack #6: Use AO Anywhere • Content, content, content. • Brand consistency. • Leverage what you have.
  20. 20. @uberflip#MAHacks Hack #6: Use AO Anywhere • Content, content, content. • Brand consistency. • Leverage what you have.
  21. 21. @uberflip#MAHacks Research Report: Alignment, Technology, & Revenue Impact http://bit.ly/1TV905P Research Report: Rethinking the Role of Marketing http://bit.ly/1QVzDZq Resources
  22. 22. @uberflip#MAHacks QUESTION TIME! Linda West Director of Digital Marketing, Act-On Software @misslindawest Hana Abaza VP Marketing, Uberflip @hanaabaza hub.uberflip.com
  23. 23. @uberflip#MAHacks

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