As a digitally-minded agency, Tocquigny frequently helps clients select, deploy and optimize marketing automation platforms to drive, nurture and convert leads. Here are the 10 tips on marketing automation & general marketing for SMBs.

1. 10 SMB TIPS ON MARKETING AUTOMATION & MORE
FROM THE INFUSIONSOFT #ICON14 CONFERENCE
Tocquigny
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Building #6, Suite 100
Austin, Texas 78746
www.tocquigny.com
@Tocquigny

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– Background
– Marketing automation explained
– Email marketing explained
– Inbound marketing explained
– #ICON14
– 10 SMB marketing tips from #ICON14
1. Making ‘average products for average people’ doesn’t
work anymore
2. Celebrate your tribes
3. Don’t forget your brand
4. Take your online brand offline
5. Don’t forget your content
6. Sales pitch ≠ Thought leadership
7. Recency beats frequency beats monetary
8. No more dead Thank You pages
9. Personalize your emails
10. Business should not be complicated
AGENDA

3. BACKGROUND

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As a digitally-minded agency, Tocquigny frequently helps clients select,
deploy and optimize marketing automation platforms to drive, nurture and
convert leads. Our portfolio of work includes the implementation of contact
and content strategies in Marketo, HubSpot, Eloqua, Act-On and Pardot.
MARKETING AUTOMATION PLATFORM EXPERTISE

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Sales teams and direct marketers typically employ a mix of email marketing,
telemarketing and personal selling to attract, engage, nurture and convert
prospects to customers. Although this mix hasn’t changed much in recent
years, the versatility of the channels has. Mobile geo-location now allows
targeted push notifications, and services like Skype and virtual conferencing
have changed the concept of ‘personal.’ Although the other elements of the
mix have been affected as well, email marketing has been most impacted
by advances in the automation of workflows and communications.
MARKETING AUTOMATION EXPLAINED
Source: Pardot
Answer: both

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Unlike email service providers such as MailChimp, which facilitates marketing
to unqualified (“cold”) prospects, marketing automation platforms help sales
teams engage and nurture prospects that have already shown interest in the
business’ offerings or at least in the market in which it operates. Ideally, those
prospects will have expressed interest by opting in to receive emails on the
business’ website or social media. This is more likely to happen when the
prospect derives value from the content available on those channels. The
prospect is then more likely to continue to engage with that content and,
ultimately, convert to a customer. Therefore, modern email marketing is
about delivering the right content to the right person at the right time.
Marketing automation makes this feasible at scale.
Other terms for “cold” marketing and “on-demand” marketing are outbound
marketing and inbound marketing, of which email marketing is a core
component.
EMAIL MARKETING EXPLAINED

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INBOUND MARKETING EXPLAINED
Inbound marketing
Outbound marketing
Prospects
Relational/Referral
Cold List
Opt-in
Interested
parties Website
Social Media
Ads
Key actions:
– Develop a contact strategy and a content strategy based on your business
needs and execute it step by step
– Make automation for nurturing purposes a standard business process
– Check out Parts 1 & 2 of our Marketing Automation Manual on Slideshare
Attract Engage Nurture Convert
Nurture into

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Recently, Tocquigny expanded its expertise in marketing automation even
further to include Infusionsoft, an up-and-coming sales and marketing
automation platform specifically tailored to the start-up and small and medium
business (SMB) segments.
MORE MARKETING AUTOMATION PLATFORM EXPERTISE

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For a few years now, Infusionsoft has hosted #ICON, an annual conference
that was listed earlier this year among Forbes’ Conferences Entrepreneurs
Should Attend In 2014. Although the obvious center point of the conference is
marketing automation, marketing as a whole is broadly discussed. As
Tocquigny is dedicated to helping our clients get the most out of their
respective marketing platform, we sent two data-hungry analysts to Phoenix
for #ICON14. Here’s what they learned.
#ICON14: INFUSIONSOFT’S MARKETING MEETUP

10. 10 SMB MARKETING TIPS
FROM #ICON14

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Making ‘average products for average people’
doesn’t work anymore
Seth Godin, arguably #ICON14’s key keynote
speaker, still captivates, and so do his ideas. Prime
among those is to stop solving for normal through
mass marketing and start tapping into the viral
power of niche markets or ‘tribes.’
MARKETINGTIP1
Seth Godin

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Celebrate your tribes
Activating your tribe starts by acknowledging them
and their needs. Infusionsoft took that knowledge
one level further, effectively turning #ICON14 from a
SMB conference into a SMB celebration. Cue the
standing ovation.
MARKETINGTIP2
Finalists of the Small Business
ICON Contest

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Don’t forget your brand
#ICON14 offered plenty of advice for putting a well-
oiled marketing & sales machine in place to drive leads
through the funnel. The importance of branding as a
way to stand out and add value along the way,
however, was hardly touched upon.
MARKETINGTIP3
Tocquigny’s branding process

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Take your online brand offline
An exception to the general lack of
branding insight at #ICON14 was
apparel company Blue Chip Athletic. By
adding live events and giveaways to
their marketing mix, Blue Chip multiplies
its inbound web traffic and user-
generated content.
MARKETINGTIP4
Taking the Tocquigny brand to the streets
with our Taco Tour at SXSW14

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Don’t forget your content
Unfortunately, before you start earning
content from your tribes, you’ll have to invest
in paid and owned media. This investment
demands a content strategy, another topic
that was largely overlooked at #ICON14.
MARKETINGTIP5

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Sales pitch ≠ Thought leadership
Effective content demonstrates thought
leadership, positioning the sender as an
expert source of relevant information. Some
#ICON14 speakers confused this concept
with a sales pitch for their own business, to
cringeworthy effect.
MARKETINGTIP6

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Recency beats frequency beats monetary
One indisputable thought leader at #ICON14
was Jermaine Griggs of Hearandplay.com,
who shared his unconventional wisdom that
your most recent customers deserve
precedence over your frequent buyers and
your biggest spenders.
MARKETINGTIP7
Jermaine Griggs

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No more dead Thank You pages
More unconventional wisdom from #ICON14:
Once someone has shared their information
with you (say, as part of signing up for your
newsletter), politely thank them and ask for
more. Then reward them with relevant content.
MARKETINGTIP8
Source: Phil Vallender

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Personalize your emails
Asking web visitors for more personal information
allows you to send them more personalized emails up
front, with more relevant content and offers. Their
subsequent digital footprint will then continue building
their profile.
MARKETINGTIP9
Contact and content maps are
essential to providing relevant
content to prospects and learning
about their preferences along the
way.

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Business should not be complicated
Drawing from Eric Ries’ concept of the minimum
viable product (MVP), JJ Ramberg of MSNBC’s Your
Business reminded us to start simple and never stop
being scrappy. Create, learn, optimize and repeat:
That’s marketing automation in a nutshell.
MARKETINGTIP10
FLIGHTCAR was started by two teenagers
with barely any resources. They have made
profound progress by getting their MVP right
and building from there.

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Contact Tom Fornoff
512.532.2912
tfornoff@tocquigny.com
Thank you!
(we’re here to help)