Marketing automation software allows marketing teams to more effectively market across multiple online channels like email, social media, and websites. It automates repetitive tasks. Some key benefits of marketing automation include: coordinating marketing resources; selecting proper campaigns; gaining customer insights; establishing key performance indicators; and assessing return on investment. Marketing automation helps track leads through various stages from anonymous to customer. It allows collecting data, nurturing leads through different content like whitepapers, and routing qualified leads to sales.

1. WHAT IS IT?
Marketing
Automation
HOW DO I USE IT?
WHY DO I NEED IT?

2. Marketing automation
refers to software platforms and technologies designed
for marketing departments and organizations to more
effectively market on multiple channels online (such as
email, social media, websites, etc.) and automate
repetitive tasks
[ Thanks Wikipedia!]

3. All Market (TAM)
Demographics
Business
Psychographics
Demand
Marketing Automation
Marketing Automation Program
Target Buyer

4. Brand Audit &
Training
Brand
Development
Tools &
Processes
Downstream
Processes
Definition
Upstream
Process
Definition
Feedback Loop
Marketing action plan
Feedback Loop
Starting the process
Build up a brand
Design processes
Define best practices
Coordinate with BDMs &
Engineers
Deploy a media presence

5. Research
Define Background
Coordinate & Source Resources
Define Deliverables & Times Lines
Brand Image, Color and Font
Brand Practices
KPIs
Brand Audit & Training
Baby Steps

6. Tools & Processes
• Tools can be monotonous but necessary to:
– Coordinate Resources
– Value Markets and Opportunities
– Select Proper Campaigns and Investments
– Tether Marketing to Finance and Company Strategy
– Gain actionable VOCs (Voice of the Customer)
– Establish KPIs and asses ROI
Coordinating and Refining Existing Resources
So what tools… and where do I use them?

7. Downstream Marketing (In-bound)
Data Collection & Strategy
Organizational
• Use minimally but religiously
• Ideal for event selection & user experience
• SWOT, VOCs, Brand Equity, Scenario
Analytical
• Must be tethered to organizational
activities
• Ideal for KPI creation & NPD opportunities
• TAM PAM SAM
• NPD Vitality

8. Upstream Marketing (Out-bound)
Data Utilization & Tactical Deployment
Digital
• Webpage, SEO and Content
• Video Content and Webinars
• Blogging, News and Case Studies
• Data Collection
Material
• Collateral Circulation and Appearance
• Trade Shows
• Sales Enablement (Intranet)
• Data Utilization
Marketing
Automation

9. Marketing Automation
tradeshow website
social
media
ads
Anonymous tracking
Conversion (business card, form, trade show, etc)
Scrub Data (remove duplicates, merge leads, etc)
Inbound/Outbound Marketing
Collect Information
Behavioral Track Lead’s BehaviorDemographic
86+
Rank Lead66-85 26-65 0-25
Not a
Lead
Reach Out When Lead is Ready
BDM
Inside Sales
Sales
Contact
in 5 min
Inside
Sales
Contact
in 24 hr
Nurture Nurture Employee
Competitor

10. Oh yeah!
Let’s go
for a hike
Karaoke?
Can I
make you
dinner?
Let’s go
on a trip!
Will you
marry
me?
Uhmm… I’m
not ready
Hey, It’s nice to meet you. My name
is (Your Name). Want to have
dinner?
Let’s
have
another
baby
Honey
moon!
Let’s
have a
baby
Let’s go
for a
hike
#2
Marketing Automation is a bit like dating.
Sales and Marketing Workflow

11. • Lower the Barrier to Entry
Minimize what you put behind a
form
• Ask more at each
interaction
Utilize progressive profiling to
collect more information as the
lead becomes more engaged
Listen

12. Customer Pull
• Provide education and
information on a demand
basis
• Give things for free (white
papers, tools and tips)
• Build on information
delivered based on lead’s
actions

13. Funnel Phases and Lead Revenue Stages

14. Anonymous MCL MEL MQL SAL SQL Customer
SFDC Contacts OnlySFDC Leads AND ContactsSFDC Leads Only
Digital Marketing Platform
of your choice!
Funnel Phases and Lead Revenue Stages

15. Anonymous MCL MEL MQL SAL SQL Customer
Bringing together Strategy and Tactics
M SAutomated in Marketo SFDC triggers action in Marketo
Marketing Responsibility Sales Responsibility
Inside Sales Responsibility
Not a Lead
Recycle
Lost
S
M
S
M
S
A
A
M
M
M
M
A
A
MM S
S

16. Anonymous MCL MEL MQL SAL SQL Customer
Not a Lead
Recycle
Lost
Consideration
- Industry Positioning
- Guide Evaluation
- Solution Focused ROI
Evaluation
- Product Focused ROI
- Case Study
- PR
Remarketing
- Advantage over
competitor chosen
- Why switch
- New Products
Awareness
- Thought Leader
- Build Brand
- Low Pressure
Remarketing
- New Products
- Complimentary
Products
No Nurturing No Nurturing
Nurture Stages
M

17. APAC, 315, 22%
China, 89, 6%
EMEA, 269,
19%
India, 62, 5%
USA, 675, 48%
No Lead Left Behind
• Power of Content &
Marketing Automation
Coordinate content themes
in case studies at webinars,
events to generate web
interest for product or
technology. Become a
THOUGHT LEADER.

18. Automated Nurturing, Scoring, &
Qualification of Leads
LandingPages/CTAs
SalesReady
Awareness Consideration Evaluation
Opportunity
Won
Lost
Analytics
Improve &
Create Content
• White papers
• Webcasts
• Newsletters
• Best Practices
• Solution Briefs
• Datasheets
• Webinars
• Case Studies
• FAQ’s
• Tech Briefs
• Brochures
• Free Trial
• Demo
• TCO Calc.
Retention & Recycling
Sales / Marketing Inside Sales/Sales
Email
Paid
Search
Trade Shows
PR
Social Media
Blog
Website
Organic
Search
Outbound
Inbound
Marketing
Feedback Loop Summary
Integrated Marketing

19. BRAND
GO2MRKTEnable / Empower / Iterate
Enable Sales
Empower Customer
Listen, Measure, Iterate
Map MRKTValue / Measure / Coordinate
Map Channels
Value Markets
Roadmaps and Validation
Department Coordination
Bringing it Together