The document discusses the evolution of lead generation and the role of marketing automation in enhancing customer experience and sales efficiency. It emphasizes the shift from quantity to quality in lead generation, promoting personalized and timely content to nurture prospective customers. By leveraging both implicit and explicit data, businesses can optimize customer acquisition costs and improve profitability.

1. Marketing Automation
Why lead gen isn't lead gen anymore
Gonzo Schexnayder

2. A Slide About Me

3. Another Slide About Me

4. Last Slide About Me

5. Marketing Automation
“Software platforms
designed for marketing
departments and
organizations to
automate repetitive
tasks”
- Wikipedia

6. Filters and Triggers and Data
Oh my.
● Track behavior
● Set interactions
● Trigger emails
● Watch Dorothy with crystal ball
● Wait for foursome to enter forest
● Send monkeys to capture Dorothy and Toto

7. Build a Journey

8. It's a Tool

9. Demand Generation
“The focus of
targeted marketing
programs to drive
awareness and
interest in a
company's products
and/or services.”
- Wikipedia

10. Demand Generation
Using Marketing Automation, you can serve your
customers relevant content to:
1. Help them find what they need, when
they need it, which makes them happy and,
subsequently, loyal to your brand.
2. Learn where they are in the buying cycle
and when they're ready to buy so your
sales team only calls to close a sale.

11. Demand Gen = Quality Game
4 out of 5 sales people agree: better to make 10
calls and sell 9, then 1000 calls and sell 10.
Lead A Lead B

12. Why Should You Care?
The Customer is Happier.
The Customer Acquisition Cost (CAC) is Lower.
The Profits are Higher.
THIS IS
THE FUTURE
OF ADVERTISING,
UX, AND CONTENT

13. It's All About Relevance
2x √ =

14. Relevance is Personal

15. Relevance is Timely

16. The Hair Net of Relevance
Reticular
Activating
System

17. Lead Gen = Quantity Game

18. Different (Content) Strokes

19. Digital Body Language

20. The Known Knowns
Implicit / What can we infer?
● Past Purchase Behavior, Job Title,
Purchase Influence, Industry,
Company Income, etc.
Explicit / What do we know?
● Visited Web Page, Opened Email,
Clicked Link, Downloaded White
Paper, Attended Event, etc.

21. Breadcrumbs and Scoring
Score implicit and explicit data
Example: 10 = Lead, 20 = MQL, 40 = SQL

22. Nurture Them
Feed your customers valuable information.
● Benefit-driven ads
● Webinars
● White papers
● Product comparisons
● Independent research
● Video tutorials
● Peer reviews
● Product demos

23. Ethnography, AP-Style: News

24. Ethnography, AP-Style: Ads

25. Banner Blindness?

26. Nurturing Healthcare Execs
HIT Consulting Firm
● Segmented targeting
● 45% Avg Open Rate
● 17% Avg CTR*
Clinical Performance Improvement Firm
● In 3 months, directly attribute sales revenue
10x marketing investment
*vs. industry avg of 23.3% AOR and 5.9% ACTR, (Epsilon)

27. Nurturing Our Readers

28. - Stephen P. Anderson

29. Thank You
@digitalgonzo
thefutureofnews.tumblr.com
slideshare.net/gonzoschexnayder
linkedin.com/in/gonzoschexnayder
gonzoschexnayder@yahoo.com