This document provides an overview of marketing automation from a presentation given to Booth Marketing Roundtable. It discusses how marketing trends are shifting budgets to digital and demand generation. Marketing automation software helps generate and nurture leads, qualify leads, and manage complex marketing tasks through features like campaign management, content delivery, email marketing, and analytics. Case studies show how marketing automation can reduce registration friction through one-click downloads and increase conversion rates compared to traditional multi-field registration forms. The key is to define your sales process, segment customers, develop quality content mapped to the buying cycle, and start small by replacing existing processes.
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Booth susina 2013-0828-final pdf version
1. Marketing Automation Overview
Booth Marketing Roundtable
August 28, 2013
Steve Susina
Director of Demand
Generation Services
Crain Communications /
Business Insurance
Magazine
34. 2 Examples
• Basic White paper
Download
– SEO, Email, Social
inbound link
– Generate registration
in exchange for
download (gated
content)
• One Click/No Form
Download
– Still used to generate
a lead
– Marketing
Automation enables
offer & tracking
without collecting any
(additional) data