It’s predicted that, by 2020, 85% of customers will manage their relationships without talking to a person*. But that doesn't mean marketing automation has to be robotic. Marketing automation is just a very cold term for the very warm notion of making marketing more people friendly. New tools and techniques have evolved to meet consumer demand for a more personalized journey through the buying process, which in turn can increase revenues and shorten sales cycles. This interactive session will explore the human side of marketing automation and help you properly deploy this technology—whether you're already using it, evaluating platforms or just getting started.

1. The Human Side
of Marketing Automation
Presented by Dan Stasiewski
@danstasiewski

2. The Human Side of
Marketing
Automation
● About
● Marketing Automation Then
● Marketing Automation Now
● How To Get Started

3. 10 Years Ago

4. Connected Marketing Operations
with CRM Software

6. List + Drip Email = Automation

7. Old Paradigm

11. “The very last thing 99% of
companies out there should be
doing is automating their approach
to marketing.”
- Brian Halligan, CEO of HubSpot

12. New Paradigm

13. How Do You Achieve That?

14. It Doesn’t Matter Which Service

15. It Doesn’t Matter Which CRM

18. The Tools

19. Website
Social
Content
Blog
Email
Advertising
Automation

20. Website
Content
Social
Blog
Email
Advertising
Automation

21. The Great Convergence

22. +
+

23. +
+

24. +
+

25. +
m

26. +
$42M

27. Why?

28. “Now, nearly any marketing, commerce or
customer service professional from any business
will have the ability to deliver the kinds of
personalized customer experiences that make a
measurable impact on the brand experience and
the bottom line.”
- Craig Hayman, GM, Industry Cloud Solutions, IBM

29. “By augmenting our industry-leading marketing
automation with Insightera’s real-time
personalization capabilities, we are delivering on
our vision to unify disparate channels and create
timely, individualized relationships.”
- Phil Fernandez, President and CEO of Marketo

30. “The Holy Grail for customer personalization is
rooted in a deep, meaningful understanding of our
audiences and communities.”
-Kevin Akeroyd, General Manager of the
Oracle Marketing Cloud

31. “To create a truly remarkable business by definition
your approach to interacting with prospects,
customers and leads should be personalized and
lovable, not automated.”
- Brian Halligan, CEO of HubSpot

33. 74% of online consumers
get frustrated with websites
when content appears that
has nothing to do with their
interests.
(Janrain.com)
Calls-to-action targeted to the
user had a 42% higher view-to-submission
rate (HubSpot)

34. Relevance
Matters

35. Relevance
Matters

37. The Human Side of
Marketing Automation
1. Define Buyer Personas
2. Target Personas with Personalized Content
3. Score Based on Who They Are and What they Do

38. The Human Side of
Marketing Automation
1. Define Buyer Personas
2. Target Personas with Personalized Content
3. Score Based on Who They Are and What they Do

39. The Human Side of
Marketing Automation
1. Define Buyer Personas
2. Target Personas with Personalized Content
3. Score Based on Who They Are and What they Do

40. Personas

41. Buyer Personas
1. Who They Are
2. Where Do They Look for Info
3. What Their Main Concerns
4. What Solutions Can You Provide

47. Exercise #1 - Define Buyers
● List 3 Targeted Buyer Groups
● Identify Common Traits for Each Group
● Determine an Educational Offer Idea for Each Group

48. Lead
Scoring

49. Lead Scoring
1. Engagement
2. Behavior
3. Persona

50. Lead Scoring
1. Engagement
2. Behavior
3. Persona

51. Lead Scoring
1. Engagement
2. Behavior
3. Persona

53. Exercise #2 - Scoring Leads
● Define Engagement Scores
● Define Behaviors Scores
● Define Persona Scores

54. Questions?
kunocreative.com/dan
dans@kunocreative.com