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Build A Better
Marketing Machine
How Marketing Automation Can Drive Leads, Sales and Growth
Prophet Business Group is based
in Winnipeg, Canada and is a
certified Microsoft Dynamics CRM
and ClickDimensions partner.
Prophet Business Group
W: www.prophet.ca
T: @ProphetBG
Who Are We?
Cody Pierson is the Marketing
Manager at Prophet Business Group
and a one-man marketing department
for SMBs.
TODAY’S AGENDA
1 What Is Marketing Automation?
2 How Do You Get Started?
3 What Does It Actually Do?
4 Is Marketing Automation Worth It?
Give You The Tools To
Decide Whether Marketing
Automation Warrants
Further Consideration
MY GOAL
What Is Marketing
Automation?
PART ONE
Marketing automation refers to software
designed to automate repetitive marketing
tasks and improve your ability to manage
multi-channel digital marketing.
Marketing automation has
three specific goals.
Goal #1 Attract Prospective Customers
Goal #2
Goal #3
Encourage Them To Identify Themselves
Nurture Them Into Qualified Opportunities
- By promoting good content on the right channels.
- With well-designed landing pages and easy to understand forms.
- By consistently providing relevant, useful information.
Common Uses For Marketing Automation
Mailing List Management Lead Capture & Scoring
Common Uses For Marketing Automation
Email & Nurture Campaigns Reporting & Statistics
How Do You Get Started?
PART TWO
3 Things You Need Succeed At Marketing Automation
Conversion Optimized Website
- Clear Calls To Action
- Short, Simple Forms
- Relevant Headlines
3 Things You Need Succeed At Marketing Automation
CRM With A Healthy Database
- Building Mailing Lists
- Tracking Interactions
- Aligning Sales &
Marketing
3 Things You Need Succeed At Marketing Automation
Time To Experiment
- Create & Test Content
- Refine Landing Pages
- Try New Channels
There are three major challenges
to successful marketing automation.
Challenge #1 Lack of Strategy
Challenge #2
Challenge #3
Lack of Content
Lack of Understanding
- You need a target audience and a strong value proposition.
- You need more than a neglected blog and a handful of case studies.
- You need to know what your customers want to read about.
What Does It
Actually Do?
PART THREE
Use Case #1 Email Marketing & CASL Compliance
Registration & Subscription Forms
Opt-In Records
96.6% of organizations have
commenced a CASL compliance
initiative.
Mailing Lists
- Opt-Ins Added To Lists
- Built Within CRM
- Users Can Unsubscribe
- Can Be Built As Needed
Stats & Reporting
Use Case #2 Lead Nurturing & Scoring
Nurture Programs
- Behavior-Based Marketing
- Automates Action
- Multiple Nurture Tracks
- Can Be Built As Needed
- Great For Events & New
Subscribers
Companies that excel at lead nurturing
generate 50% more sales-ready leads
at 33% lower cost.
Lead Scoring
- Assigns Points To Leads
- Surfaces Hot Leads Or
Triggers Nurture Programs
- Lead Must Have Already
Identified Themselves
Use Case #3 Landing Pages & Web Forms
Landing Pages
- Built Within ClickDimensions
- No Web Design Required
- Directly Feeds CRM
- Easy To Refine And Modify
Web Forms
- Works With Any Landing Page
- Captures Information In CRM
- Used For Lead Capture, Event
Registrations & More
Use Case #4 Tying It All Together
Marketing Automation In Action
1. LinkedIn Ad 4. Triggers Nurture3. Form Submitted2. Landing Page
5. Joins Mailing List 6. Accumulates Lead Score 7. Hot Lead
Is Marketing
Automation Worth It?
PART FOUR
THE NUMBERS The Impact of Marketing Automation
25% of B2B Fortune 500 companies already
use marketing automation, as do 76% of the
world’s largest SaaS companies.
63% of companies that are outgrowing their
competitors use marketing automation software.
B2B marketers who implement marketing
automation increase their sales-pipeline
contribution by 10%.
But, Is It Right For My Company?
Reason #1 Spend More Time On Hot Leads
Reason #2
Reason #3
Get Clear ROI From Marketing
- Shorter sales cycles and better close rates.
- Set goals and hold marketing accountable.
- You can’t target your weaknesses until you know where they are.
Better Business Intelligence
THANK YOU!

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Build A Better Marketing Machine: How Marketing Automation Can Drive Leads, Sales and Growth

  • 1. Build A Better Marketing Machine How Marketing Automation Can Drive Leads, Sales and Growth
  • 2. Prophet Business Group is based in Winnipeg, Canada and is a certified Microsoft Dynamics CRM and ClickDimensions partner. Prophet Business Group W: www.prophet.ca T: @ProphetBG Who Are We? Cody Pierson is the Marketing Manager at Prophet Business Group and a one-man marketing department for SMBs.
  • 3. TODAY’S AGENDA 1 What Is Marketing Automation? 2 How Do You Get Started? 3 What Does It Actually Do? 4 Is Marketing Automation Worth It?
  • 4. Give You The Tools To Decide Whether Marketing Automation Warrants Further Consideration MY GOAL
  • 6. Marketing automation refers to software designed to automate repetitive marketing tasks and improve your ability to manage multi-channel digital marketing.
  • 8. Goal #1 Attract Prospective Customers Goal #2 Goal #3 Encourage Them To Identify Themselves Nurture Them Into Qualified Opportunities - By promoting good content on the right channels. - With well-designed landing pages and easy to understand forms. - By consistently providing relevant, useful information.
  • 9. Common Uses For Marketing Automation Mailing List Management Lead Capture & Scoring
  • 10. Common Uses For Marketing Automation Email & Nurture Campaigns Reporting & Statistics
  • 11. How Do You Get Started? PART TWO
  • 12. 3 Things You Need Succeed At Marketing Automation Conversion Optimized Website - Clear Calls To Action - Short, Simple Forms - Relevant Headlines
  • 13. 3 Things You Need Succeed At Marketing Automation CRM With A Healthy Database - Building Mailing Lists - Tracking Interactions - Aligning Sales & Marketing
  • 14. 3 Things You Need Succeed At Marketing Automation Time To Experiment - Create & Test Content - Refine Landing Pages - Try New Channels
  • 15. There are three major challenges to successful marketing automation.
  • 16. Challenge #1 Lack of Strategy Challenge #2 Challenge #3 Lack of Content Lack of Understanding - You need a target audience and a strong value proposition. - You need more than a neglected blog and a handful of case studies. - You need to know what your customers want to read about.
  • 17. What Does It Actually Do? PART THREE
  • 18. Use Case #1 Email Marketing & CASL Compliance
  • 21. 96.6% of organizations have commenced a CASL compliance initiative.
  • 22. Mailing Lists - Opt-Ins Added To Lists - Built Within CRM - Users Can Unsubscribe - Can Be Built As Needed
  • 24. Use Case #2 Lead Nurturing & Scoring
  • 25. Nurture Programs - Behavior-Based Marketing - Automates Action - Multiple Nurture Tracks - Can Be Built As Needed - Great For Events & New Subscribers
  • 26. Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.
  • 27. Lead Scoring - Assigns Points To Leads - Surfaces Hot Leads Or Triggers Nurture Programs - Lead Must Have Already Identified Themselves
  • 28. Use Case #3 Landing Pages & Web Forms
  • 29. Landing Pages - Built Within ClickDimensions - No Web Design Required - Directly Feeds CRM - Easy To Refine And Modify
  • 30. Web Forms - Works With Any Landing Page - Captures Information In CRM - Used For Lead Capture, Event Registrations & More
  • 31. Use Case #4 Tying It All Together
  • 32. Marketing Automation In Action 1. LinkedIn Ad 4. Triggers Nurture3. Form Submitted2. Landing Page 5. Joins Mailing List 6. Accumulates Lead Score 7. Hot Lead
  • 34. THE NUMBERS The Impact of Marketing Automation 25% of B2B Fortune 500 companies already use marketing automation, as do 76% of the world’s largest SaaS companies. 63% of companies that are outgrowing their competitors use marketing automation software. B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%.
  • 35. But, Is It Right For My Company?
  • 36. Reason #1 Spend More Time On Hot Leads Reason #2 Reason #3 Get Clear ROI From Marketing - Shorter sales cycles and better close rates. - Set goals and hold marketing accountable. - You can’t target your weaknesses until you know where they are. Better Business Intelligence