Avalaunch Media's Marketing Automation Director Casey Petersen tells how MA is the best closer in digital marketing, nurturing customers and keeping them in your sales funnel.

2. JUSTIN VERLANDER
Stats:
● GP = 34
● ERA = 2.58
● Wins = 21
● Win% = 61.7%
# Of Endorsements in 2019 = 12

3. JUSTIN VERLANDER
Yearly Salary:
$28,000,000

4. KIRBY YATES
Stats:
● GP = 60
● ERA = 1.19
● Wins = 41
● Win% = 93.2%
# Of Endorsements in 2019 = 1

5. KIRBY YATES
Yearly Salary:
$3,062,500

6. Kirby Yates Jersey:
$69.99
Justin Verlander Jersey:
$317.95

7. PPC, SEO, Social Media and Content Marketing are the STARTERS.
Marketing Automation (MA) is the CLOSER.
MA is NOT a standalone digital marketing strategy.
MA is best when combined with other pillars of digital marketing.

8. 79% of leads never turn into a customer due
to the lack of lead nurturing” — HubSpot
Create a tailored experience for social media
leads — Fun, Visual and consistent
Move leads down the sales funnel
Design attribution models and tagging
MARKETING AUTOMATION RESPONSIBILITIES

9. A V A
L U
N C H
MEDIA
SOCIAL MEDIA

10. WHAT’S THE POINT OF SOCIAL?

11. The point of social media is not to be good at social media.
The point is to be good at business because of social media.

12. Social media and marketing automation is a perfect marriage.
Social media needs to be treated as lead generation. Each incoming
lead is segmented, scored and nurtured towards a desired conversion..
By using Marketo, the following can be created to help nurture these
social media leads:
● Custom Landing page creation
● Lead Scoring
● Data Segmentation and Tagging
● Attribution for all incoming social media leads
● And More
SOCIAL MEDIA TO MARKETING AUTOMATION

13. Contest Entry Flow > To Lead Nurture
Flow > To New Customer Flow > To
General Communications Flow
Event Attendance Flow > To Lead
Nurture Flow > To New Customer
Flow > to UpSell/Cross Sell Flows
Product Specific Flow 4 C’s > To
Product Onboarding Flows >
Upsell/Cross Sell Flows
SOCIAL MEDIA & MA FLOWS

14. SOCIAL
MEDIA TO
MA FLOW
EXAMPLE:
UCCU

15. Facebook
boosted post
to targeted
segment
EXAMPLE MA & SOCIAL MEDIA FLOW
STEP 1

16. Custom
landing
page
creation
(To match
FB post)
EXAMPLE MA & SOCIAL MEDIA FLOW
STEP 2

17. Lead pushed to
Marketo and put
into first-time
homebuyer
event flow
Thank You Email
Calendar Event
Presenters
Announcements
Follow Up to
Calendar Event
Tomorrow
Reminder
Event Starting
Now
Thank You For
Attending
Lead sent to
Sales Reps
EXAMPLE
SOCIAL
MEDIA & MA
FLOW
STEP 3

18. Lead is again
pushed to
Marketo for
onboarding
flows
EXAMPLE MA & SOCIAL MEDIA FLOW
STEP 4

19. Increase
inbound
conversions
2 MAIN GOALS & 1 MAJOR SUCCESSFUL CASE STUDY
Boost email
marketing
performance

20. INCREASE INBOUND CONVERSIONS
Types of automated flows:
● Lead nurture
● New subscriber
● Contest entrants
● Gated content
Companies that
effectively implement
lead nurturing “generate
50% more sales-ready
leads at 33% lower cost.”
Forrester Research Inc.

21. INCREASE INBOUND CONVERSIONS
EXAMPLES

22. Inserted promo code in subject line
Put promo code and personal CTA at
bottom of email
RESULTS:
Promo Email:
OPR: 42.3%
CTR: 10.6%
Original Email:
OPR: 24.2%
CTR:4.9%
BOOST EMAIL MARKETING PERFORMANCE

23. BOOST EMAIL MARKETING PERFORMANCE

24. RESULTS:
Total Number of Sends: 286,096
% Delivered: 93.8%
Total Opens: 55,303
Total Open %: 20.6%
Click Through Rate: 13.3%
Revenue Generated from one email:
$65,985.90
YTD email revenue for Blendtec:
$104,695.93
BOOST EMAIL
MARKETING
PERFORMANCE

25. 4 MAIN OBJECTIVES/RESULTS FOR 1 CAMPAIGN
CREATED A NEW
CUSTOMER BASE
1 2 3 4
SEGMENTED
DATA
CLEANED UP
DATABASE
GENERATED
OVER
$70,000
IN NEW
REVENUE
● New customer flow
● Upsell & cross-sell flow
● Lead nurturing flow
● Promotions flow
● High-intent flow
● Removed all unsubscribes
● Removed all hard-bounces
● Segmented contacts into
behavior-based funnels

26. Welcome Series
New Customer
Abandoned Cart
Closed Cases
Post-Purchase Follow Up
Re-Engagement
Up-Sell & Cross-Sell
New Subscriber
Lead Nurture
Newsletter Value Add
TYPES OF FLOWS WE HAVE BUILT
Industry Updates (service/practice area specific)
High Purchase Intent
Win Back
Repeat Customer
Upcoming Event (webinar, seminar etc.)
Post event follow up
Educational Flow
Offline to Online Flow
High Purchase Intent Flow
Contest Entrants Flow

27. A V A
L U
N C H
MEDIA
THANK YOU