This document discusses how small and medium businesses can overcome challenges with marketing automation. It summarizes that SMBs face issues with having limited resources but more work, relying on gut feelings rather than data, and struggling to generate enough leads and fill their sales pipelines. The document then presents how marketing automation can help SMBs address these challenges by freeing up marketer's time from routine tasks, providing data and insights to make better decisions, and powering lead generation and sales processes to produce more leads and fill the pipeline. Examples are given of how specific automation strategies and tactics helped various companies achieve these goals.

1. Overcoming Top 3 SMB Challenges
with Marketing Automation

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3. Sangram Vajre
Marketing Director
@SangramVajre

4. Pardot: Salesforce for B2B Marketers
Follow up on the best leads faster
Give reps their own automated marketer
Engage Sales earlier into buying process
Integrate with Salesforce CRM data

5. Adam Waid
Marketing Director
@AdamWaid

6. We help organizations build highly impactful, elegantly designed Drupal
websites that achieve the strategic results you need.
Design/Theming
● Usability Testing
● Responsive
Design
● Drupal Theming
● Annotated
Wireframes
Development
● Drupal Support
● Custom Module
Development
● Large Scale Systems
Integration
● Security & Performance
Expertise
Digital Strategy
● Content Strategy
● Content Generation
● Result Metrics
● Marketing Automation
Integration

7. Our Customers
Highly impactful Drupal websites that get results for businesses.

8. Our Experience
• Chair for the Marketing Automation
group within AiMA
• Wrote only Marketing & Drupal eBook
• Featured in “Marketing
Automation for Dummies”
• Organize a monthly Marketing
Automation meet-ups
• Maintain most MA Drupal modules
• 30+ MA resources on Mediacurrent.com
Feature
d in

9. ● More work, less people
● More data, less gut feeling
● More leads, more pipeline
Agenda

10. Less People
More Work

11. Marketers are expected to do more.
B2B marketers use, on average, 13 different channels
every day to reach their audience, every day
….compared to the era of Don Draper that just had three
ways - TV, Radio, and Newspaper
Source: MediaBistro, CMO.com

12. Do you feel like
this?
Lead Generator
Content Creator
Analyst
Cheerleader
Fake Smile
Demand Gen
Strategist
Social Media
Manager

13. Daily Priorities

14. Before
Marketing Automation

16. Solution?
Process. Process. Process

17. New Hire
Process
Content
Strategy
Lead
Management

18. Teammate Requirements
● Inquisitive & Analytical
● Adaptable
● Sense of Urgency
Onboarding Process
● Interview Questions/Writing Sample
● 30, 60, 90 day goals
● Team Mission Statement

19. Content Strategy & Buyer Personas

20. Sam The Sales Guy
Pain point: Revenue
Key goal: Pipeline
Key terms: Prospect
Activities alerts, Speed-to-lead
MeganThe Marketing Gal
Pain point: Credibility
Key goal: Alignment
Key terms: Nurturing,
ROI reporting

21. Conversio
n
Social
Email
SEO
Events
Web Visits
Pardot
profile
created
Nurture
Assign
to
Sales
Sales
Follow-up(
48
hours)
Nurture
list(-100)
Salesforce:
“working”
Sales
Process
Begins
100 points
Lead Management

22. After
Marketing Automation
● More time spent on
strategic direction
● Lead generating strategies
● Effective Sales Process

23. More Data
Less Gut

24. What story does these stat tell?
88% of B2B CMOs say their C-suite peers turn to them more often
for data and insight needed to strategize and plan
78% agreed that marketing’s influence on corporate strategy is
greater today than it was just two years ago
Source: Forrester Research

25. Old Marketing Vs. New Marketing

26. Fragmented
reporting
Before

27. Are visitors getting to the right places?

28. Are they converting?

29. Campaigns yielding most qualified leads?

30. A/B Testing
4%
Vertical Specific
15%

32. Velocity
Visitor to Prospect
17.5 Days
Prospect to Lead
1.2 months
Lead to Opportunity
10.1 Days
Opportunity to Client
1.5 months
Pipeline
After

33. Marketing/Sales
Dashboard
After

34. More Leads
More Pipeline

35. 5 rapid fire tips to drive leads and pipeline
● Grow Your Email Database
● Help Your Sales Team Sell Smarter
● Provide Relevant CTAs (not just any CTA)
● Share A “true” Customer Story
● Create 1:1 Journeys Based On Buyer Persona

36. Tip 1: Grow Your Email Database
On every
form
On Our Blog
40% increase in
email subscribers

37. Tip 2: Help Your Sales Team Sell Smarter
78% Avg. 87% Avg. Video Engagement OR and 39% Avg. CTR

38. Tip 3: Provide Relevant CTAs
CTA’s on all
blogs
150% growth in
content
conversions
● 1 gated content/month
● 2-3 blogs per week
● Use freelance writers
● Dynamic/Relevant

39. Tip 4: Share A “true” Customer Story
A deal closed in 30 days

40. Tip 5: Create 1-1 Journey
1 2 3
1 2 3

41. After
● 53% increase in organic searching
resulting in more whitepaper and eBook
downloads
● 40% increase in our regular e-mail
subscribers
● 23% increase in leads assigned to the
sales team
● 129% year-over-year growth in content
conversions
● Closing on 55% of our viable leads

42. So, what’s the good news for SMB?
The highest paying
marketing jobs are in B2B.
Souce: Glassdoor.com

43. So, what’s the good news for SMB?
The highest paying
marketing jobs are in B2B.
Souce: Glassdoor.com

44. PARDOT KEYNOTE: ACCELERATE PIPELINE WITH
THE WORLD’S LEADING B2B MARKETING SOLUTION
Attend the Pardot Keynote
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a Precor Treadmill.
Wednesday, October 15
12:30 – 1:30 PM
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45. Small & Medium Business Keynote:
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Wednesday, October 15th @ 2:00 p.m.
Moscone West, 3rd Floor
Attend to win
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First 50 attendees
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