Portland Small-Medium Business Salon - Hosted by Idealist Consulting, Pardot, and Cirrus Insight. Learn how marketing automation can take your business to the next level.

1. PORTLAND BUSINESS SALON:
Turning Curiosity into Customers
with Marketing Automation
Hosted by:

2. About Idealist Consulting
From socially-responsible roots
to INC5000 award winners
Who We Are
● Founded by Peace Corps
volunteer
● Located on N. Mississippi Ave
● INC5000 award winner
● One of PDX’s fastest-growing
businesses
● Over 800 Projects

3. About Today
What is
marketing
automation
Marketing
assessment
Break out
sessions

4. About You
LEARN ENJOY ENGAGE

5. Your Presenters
Nicole Conley
Client Services
Pardot/Salesforce
Rob Jordan
CEO & Founder
Idealist Consulting
Bethany Williams
Marketing Strategist
Idealist Consulting

6. Marketing
Automation
If you could,
what would you
automate?
Nicole Conley -
Client Advocate Team Lead

7. Is It Local?

8. Why Marketing Automation?
1) To make marketing an intuitive solution
2) To bridge the gap between Marketing and Sales teams
3) To enable sales execution
DRIVE MORE
REVENUE

9. Buyers Are More Connected
to Information Than Ever Before

10. Buyers Are Now 60% Through Sales Cycle
Before They Engage With a Sales Person

11. The Goal of Marketers is to Fuel Sales,
But Most Organizations Aren’t Aligned
Email
References
Social
Website
Community
Marketing Sales
are unsatisfied with sales
and marketing data
alignment
63%
say sales and marketing
operations alignment is
poor
58%

12. The Impact: Sales is Less Productive
& It’s Harder to Close Deals
of buyers want to wait to
connect with a company
until they’re ready to buy
90% of cold calls result in an
appointment with a
customer
2%
average sales cycle
increased 22% due to
more people involved in
buying process
22%
on average, sales people
invest 6.25 hours to set one
appointment
6.25

13. How Can Marketers Guide Sales
to Connect With Buyers?

14. Connect, Market, and Sell Together
with Marketing Automation
Easy & Powerful Lead Generation
Personalized campaigns that scale
in minutes
Unstoppable Sales & Marketing
Align & empower teams like never
before
Holistic Sales & Marketing
Ecosystem
Extend the Sales Cloud to
marketing

15. Create a Sales & Marketing Super Team
Gain new insights into
prospects’ interests and pain
points.
Empower sales reps
with marketing assets.
Quickly identify the
hottest leads in real
time.

16. Improved marketing
production
45% Improved lead
generation
42%
Improved lead nurturing
41%
Increased sales
revenue
44%
eMarketer Marketing Automation Report 2015
Customers who use
Marketing Automation sell more

17. thank y u

18. -Where you are-
-Where you could be-
-How to get there-
Bethany Williams
Marketing Strategist
Marketing
Automation

19. What is marketing automation?
The antithesis of a traditional, outbound, sales-centric approach

20. This is the face of outreach
in the digital age
Don’t be unfriended
When you’re keyed in to your
customers’ needs, your
engagement won’t feel like a
cold call at the dinner table,
but a welcome resource
delivered through their
preferred medium.

21. Typical starting point
Website
CRM
Web to lead
formsBlog
Mass Email
Social Media
Internal Email

22. Where you could be
Website
CRM
Marketing
Automation
Registration
Page
Landing
pages
Blog
Mass Email
Twitter
Facebook
Gmail

23. What’s next
Tier
One
Tier
Three
Email Campaigns
Drip Campaigns
Advanced Workflows
Advanced Analytics
Integrated Publishing
Social publishing/listening
Web integration/forms
Email Campaigns
Drip Campaigns
More sophisticated analytics
Lead scoring
Tier
Two
Email Campaigns
Basic Analytics

24. So where are you?
Tier 3: (5K plus records) Proactive digital strategy including SEM, SEO, content marketing
through whitepapers and blogs, established communication plan and lead segmentation.
Full customer journey is recognized.
Tier 2: (1-5k records) Digital strategy including mass email, scheduled campaigns, sporadic
blogging, social media.
Need for customer journey is recognized but not sure how to get there.
Tier 1: (1K or less records) Reactive digital strategy with mostly manual processes including
one-off emails and occasional social media.
Customer journey is not recognized.

25. Get the tools
Tier
One
Tier
Three
Email App: Pardot
Internal Email Client: Cirrus
CRM: Yes
Forms: Pardot
Blog Monitoring: Pardot
Landing Pages: Pardot
Social: Pardot
Surveys: Getfeedback
Strategy: Yes
Email App: Predictive Response
Internal Email Client: Cirrus
CRM: Yes
Forms: Web to Lead
Blog Monitoring: N/A
Landing Pages: N/A
Social: Hootsuite
Surveys: Getfeedback
Strategy: Yes
Tier
Two
Email App: Cirrus
Internal Email Client: Cirrus
CRM: Yes
Forms: N/A
Blog Monitoring: N/A
Landing Pages: N/A
Social: Hootsuite
Surveys: Getfeedback
Strategy: No

26. 1. Tier 1 (Alex - Cirrus)
1. Tier 2 (Bethany - Idealist Consulting)
1. Tier 3 (Nicole - Pardot)
Breakout Groups

27. Thank you!
Nicole Conley
Client Services
Pardot/Salesforce
Rob Jordan
CEO & Founder
Idealist Consulting
Bethany Williams
Marketing Strategist
Idealist Consulting