This document discusses how marketing automation can help companies optimize their marketing efforts by moving beyond relying solely on paid advertising channels. It notes that most advertisers still use a sales rep-focused model where diminishing returns often occur. Marketing automation creates efficiencies by nurturing and scoring leads acquired from various channels. Data shows marketing automation increases qualified leads by 451% and sales opportunities by 20% while lowering costs by 33%. It explores how features like lead scoring, dynamic content matching, and optimized email timing can help move leads through the buyer's journey. The document advocates for revisiting ad strategies to complement a marketing automation approach that scales the overall marketing process.

1. BreakThroughPPCOptimizationWallswithMarketingAutomation
Utah DMC
242018
August HDCDIGITAL.COM

2. © HDC | www.hdcdigital.com
REVOLUTIONIZING THE WAY COMPANIES THINK ABOUT & APPROACH GROWTH
ABOUTHEATHERCOOAN
Heather is an entrepreneur, author, international
speaker, cancer survivor, & an ex-roller girl. She founded
HDC Digital, a Phoenix-based digital & demand
marketing firm. Heather has served in digital marketing
roles both in-house and agency-side, spanning the full
funnel, across many verticals, both lead generation, and
eCommerce.
2
BACKGROUND INFO
HEATHER COOAN

3. Most Advertisers Still Use an Ad to Sales Rep Model…

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DiminishingReturnsPAID CHANNELS PLATEAU
4

5. © HDC | www.hdcdigital.com
NegativeReturnsYOU CAN’T SCALE THIS
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MarketingMoviesUpFunnelAMP UP CONTENT LEADS
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7. 73% of Leads are Lost
Without a prioritization system reps struggle with
leads that are not sales ready.
https://www.marketingsherpa.com/article/case-study/lead-scoring-effort-increases-conversion

8. Pretty Soon…

9. ENTER
MARKETING
AUTOMATION…

10. Instead of Hammering Paid Channels…

11. Create Efficiencies Post Lead Acquisition!

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THE DATA SPEAKS…
MakingTheCaseforMarketingAutomation
12
BUILD GROW
• Businesses that use marketing automation to
nurture prospects experience 451% increase in
qualified leads.
– The Annuitas Group
• Nurtured leads make 47% larger purchases
than non-nurtured leads.
– Annuitas Group
• Nurtured leads experience 23% shorter sales
cycles.
– Market2Lead
“30%-50% of all sales
leads are not ready to
buy”
– B2B Research

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THE DATA SPEAKS…
MakingTheCaseforMarketingAutomation
8
BUILD OPTIMIZE
• Nurtured leads produce, on average, a 20%
increase in sales opportunities versus non-
nurtured leads.
– DemandGen Report
• Companies that Excel at lead nurturing
generate 50% more sales-ready leads at 33%
lower cost.
– Forrester Research
“By 2020, customers will
manage 85% of their
relationships without
talking to a human.”
– Gartner Research

14. Marketing Automation Lifts ALL Channels!

15. WHAT IS
MARKETING
AUTOMATION?

16. 12

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OPPORTUNITY
CUSTOMERVISITOR RETURNING
VISITOR
KNOWN
NAME
PROSPECT LEAD
BOFUMOFUTOFU
MAP CRMWAP
MarketingTechnologyStackTYPICAL B2B BUSINESS
12

18. TheRoleof
Lead Scoring
Lead scoring will dictate when someone gets entered into—or removed
from—a nurture stream.

19. © HDC | www.hdcdigital.com
Lead Scoring Criteria
AUTOMATICALLYFILTER&QUALIFY
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Interest Score -
Behavior Data
• Website Activity
• Visits to Key Pages
• Content
Consumption
• Forms/Offers
• Channel Source
• Email Activity
• Events Attended
Fit – Ideal
Customer Data
• Annual Revenue
• Years in Business
• # of Employees
• Industry
• Website
Presence
• Business Email
• Job Title
FITSCORE
INTEREST SCORE

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LEADSCORINGEXAMPLEAUTOMATICALLY FILTER & QUALIFY
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C
B
A
1 5432
D
FITSCORE
INTEREST SCORE
95+
86-90
91-94
81-85
26-3031-3541-45 36-4046-50
51-55
56-60
61-65
66-70
71-74
75-80
0-10 <011-1516-2021-25
Threshold Range Action Owner
A1 95+ Route to
SE’s
Sales
A2, B1-2 81-94 Route to
SDR’s
Sales
Dev
A3-5, B3-5,
C1-5, D1-3
10-80 Nurture Marketi
ng
D4-5 0-10 Groom &
Scrap
Marketi
ng

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ALIGNLEADSCOREWITHFUNNELMETRICSAUTOMATICALLY FILTER & QUALIFY
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MQL
Opportunity
Won
Lead
Subscriber
Visitor
SQL
Awareness
“Why Buy?”
Consideration
“Why Buy Now?”
Decision
“Why Buy From Us?”
Hand Off

22. BuildPowerfulandDynamic
Segments
Go beyond the general demographics and include new data points
such as the web pages visited, how long they stayed on your website,
and how you obtained their email

23. © HDC | www.hdcdigital.com
USE ALL THE DATA!
CreatingNewSegments
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BUILD OPTIMIZE
• Location
• Content opened
• Content downloaded
• Phase in customer’s
journey
• Website engagement
• Device used
• Blog subscription
• Product interest
• Referrer site
• Lead source
• Promotions they
engaged in
• Abandoned cart
• Lead Score
• And much more!
“78% of top performing
marketers list segmentation
as the #1 marketing-
automation capability they
can’t live without”
– Gleanster

24. MatchContenttotheBuyers
Journey
Provide the right content at the right time in their buyer’s journey.

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NurturingContentFunnelBUYERS JOURNEY
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Awareness Consideration Decision
Experiencing
symptoms and
doing research to
understand, frame,
and give a name to
their problem or
opportunity.
Has given a
definition and name
to their situation,
and is committed to
researching
available
approaches and
methods to solve it.
Has decided on a
solution strategy and
is compiling a list of
vendors/products.
Will whittle down to
short list before
making a decision.

26. © HDC | www.hdcdigital.com
NurturingContentFunnelBUYERS JOURNEY
25
Awareness Consideration Decision
• Product Reviews
• Proof Points
• Testimonials
• Webinars w/ Customers
• Case Studies
• Thought Leadership
• Industry Trends
• Pain Points
• Webinars w/ Influencers
• eBooks, Guides,
Checklist
• Special Buy Now Promo
• Live Demo
• ROI Calculator
• Speak to Sales

27. © HDC | www.hdcdigital.com
MARKETINGAUTOMATIONBYFUNNELMETRICAUTOMATICALLY SEGMENT BY SCORE
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Awareness Awareness Consideration Consideration Decision
Making the
selection
Awareness Knowledge/education/lead gen Lead gen/pipe development
Create
awareness
around a new
problem
Help buyer
identify
needs in
solving the
problem
Align solution
with specific
set of
business
needs
Demonstrate
core features
and
functionality
Align
problem with
business
issues; drive
urgency
Validate/
reinforce
choice
Suspect
Campaigns
Prospect/Opportunity
Campaigns
MQL SQL OPP ClosedLeadSubscriber
Welcome
Campaigns
Customer
Campaigns

28. 22
Welcome Email
Audience: new
subscriber responses in
database with no known
product or area of
interest who has not
reached Lead status
Treatment: Welcome to
the Virtuous Ecosystem!
Pre-MQL
General Tracks
Audience: new Leads in
database with no known
theme of interest who
have not reached MQL
status. Also the “catch all”
nurture.
Treatment: educate
about value prop &
differentiate brand;
engage to further profile
MQL
Tracks: Topical, Theme Based
Pre-MQL
Themed Tracks
Audience: new Leads in
database with known
theme of interest who
has not reached MQL
status.
Treatment: educate on
selected theme; engage
to further profile MQL
Tracks: Topical themed
emails sent out weekly
then added to 3-part
mini track

29. 22
Sales Turn Back
Audience: an opportunity routed to
sales that has been closed lost with a
reason.
Treatment: defined by closed lost
reason
Tracks: Need to build based on
dispositions.
Zombie
(inactive)
Audience: MQL contacts that have not
taken action for 180+ days.
Treatment: provide value by offering an
educational asset – try to re-engage. Put
them to sleep for 6 months and try
again if they do not engage.

30. TimingYour Nurture
Emails
The best send frequency depends on the length of your sales cycle.

31. Short Sales Cycle
• Reach out more often - stay
top of mind and get them
to respond quickly.
• 2+ emails per week
• 3-4 weeks in duration
• 6-8 emails
• Beginners Tip: Try sending 3
emails every 3-5 days apart
and then iterate from there
based on results. Use a
content funnel!
Longer Sales Cycle
• If your sales cycle is more
than a few months, wait
longer in between sends.
• 1 email every 1-2 weeks
• 2-5 months in duration
• 6-10 emails
• Beginners Tip: Try sending 3
emails 1-2 weeks apart and
then iterate from there
based on results. Use a
content funnel!
Pre-
MQL

32. Value Nurture
• Focus on pain points in
messaging and leverage
case studies.
• 1 email every 1-2 weeks
• 3 months in duration
• 6-12 emails
• Sample Reason: The lead
was turned back because
they felt the product or
service was too expensive.
Long-Term Nurture
• Focus on awareness level
education and mix in case
studies.
• 1 email every 2-4 weeks
• 6-12 months in duration
• 10-12 e-mails
• Sample Reason: The lead
was turned back because
they just started their
business and are not a good
fit for the product just yet.
Turn
Back

33. Linear and
Dynamic
Let your leads choose the content they want to consume, and at
the speed that they want to consume it.

34. Use an accelerator to advance or decelerate leads based on behavior.
Dynamic
Linear

35. REVISIT AD
STRATEGY FOR
FULL FUNNEL

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OptimizePaidChannelstoComplimentMarketingAutomationSCALE THE MACHINE
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37. Paid Channels Support the Funnel & Database, Not
the Sales Team.

38. Paid Channels Are Back On Track!

39. HCOOAN@HDCDIGITAL.COM
+669.228.1380
www.HDCDIGITAL.com
Chandler, AZ
CONTACT