This presentation was delivered at the MarketingProfs B2B Forum 2013 in Boston. My panelist included William Toll, Lori Cohen and David Karp. Thanks to @marketingprofs, Ann Handley and Kathy Bushman for the opportunity.

1. The Essentials of Marketing Automation 
for Small Businesses
Moderator: Frank Days
Lori Cohen, VP, Marketing, MST
David Karp, VP Marketing Currensee
William Toll, VP Marketing ProfitBricks

2. You will learn
 How marketing automation can help you do your
job more effectively
 The essential features you should consider
 Best practices for using marketing automation

3. How marketing automation can help you do
your job more effectively?


4. Better marketing
 Better return marketing dollar, more efficient
 Mass customization and personalization
 Better experience - don't have to complete form every time

5. Engage prospect lifecycle
 More research done by prospect than ever
 Need to be responsive once connected
 Better analytics = better communications
 Capture people for remarketing
 Know when they come back

6. A single system
 Simplifies multiple tools into one
 Brings it all together
 Reporting to track and analyze leads
 Help you identify the right assets for the
appropriate stage the journey

7. Improve sales and marketing process
 Automate inbound leads handling to sales team
 Prioritize “best leads” means immediate response
 Means more consistent lead handling and higher
conversion rates

8. Essential features to consider


9. Essential features to consider

Workflows and smart segmentation

Email “drip” workflows

Landing pages

Lead scoring

Tracking with cookies

Social media integration

Multichannel attribution

Analytics

Consolidated reporting

Budgeting

Think about what matters most to your company!

10. Best practices for using marketing automation


11. Getting started
 Understand your process before automation
 Agreement with sales team on nurturing
 Commitment with sales on follow up
 Good CRM integration is essential

12. Making it happen
 Start small and prove success
 Think about naming conventions
 Continuously review and improve
 Particularly scoring and landing pages
 A skilled consultant for setup can help

13. In summary


14. Don’t believe the hype

Start with a strategy not a vendor

It is not magic


It requires attention – can’t set and forget


You need need regular, awesome content
And lots of testing
But it can transform the way you work and improve things in
surprising ways

15. The Essentials of Marketing Automation for Small Businesses

Frank Days



Lori Cohen, VP Marketing, MST



lorircohen@gmail.com
@catstrat
David Karp, VP Marketing, Currensee



fmdays@tangyslice.com
@tangyslice
dkarp@limeduck.com
@limeduck
William Toll, VP Marketing, ProfitBrick


utollwi@gmail.com
@utollwi