Marketing automation involves using technology to automate marketing tasks like targeted email campaigns. It integrates platforms like websites, CRMs, and marketing automation platforms to deliver personalized messages based on user behaviors and data. Companies that effectively nurture leads through marketing automation generate more leads at a lower cost. Marketing automation elevates marketing efforts by automating tasks like data enrichment, nurture programs, abandonment messages, and lifecycle messaging without large budgets. Popular marketing automation platforms include Hubspot, Marketo, and Pardot. Agencies looking to offer marketing automation services should invest in a platform, become certified, and provide services like integration, training, and content creation.

1. WHAT IS MARKETING
AUTOMATION

2. WHAT IS MARKETING AUTOMATION
Website Visit PDF Download Lead
Alert!
Automated email
offers a
demonstration
Self-activating communications triggered by user
behaviors and built on integrated sales and marketing
platforms

3. WHY MARKETING AUTOMATION?
50% of leads are qualified,
but not ready to buy.
Only 25% of leads are legitimate
& should proceed to sales.

4. WHY MARKETING AUTOMATION
Companies that
excel at nurturing
leads generate
more leads at a
lower cost
- Forrester Research
33%
Lower Cost
50%
More Leads
At

5. WHY MARKETING AUTOMATION
Nurtured
Non-
nurtured
Go Big!
Nurtured leads
make 47% larger
purchases than
non-nurtured leads
The Annuitas Group

6. WHAT DOES MARKETING AUTOMATION DO?
Integrates
• Connects platforms:
• Website
• CRM
• Marketing Automation Platform
Automates
• Delivers messages based on data both
demographics (who they are) and
behavioral (what they do)
Unites
• Joins efforts across departments
• Customer service
• Marketing
• Sales
• Facilitates Integrated Customer
Journey across entire organization

7. WHAT DOES MARKETING AUTOMATION DO?
Elevates!
So you can market like
these guys without their
budget

8. THINGS TO AUTOMATE
• Data Enrichment of Current CRM Database
• Update persona / profiles
• Understand preferences
• Understand behaviors at different funnel points
• How: Typically use pre-populated and / or progressive forms
• As simple as prioritizing a list of questions to formulate “Actionable” data (i.e.
things you desire to know in order to trigger off of)

9. THINGS TO AUTOMATE
• Nurture / Drips Programs
• Engage known prospects to strengthen
relationship and qualify
• High value content at the right time based
on triggers
• White papers
• Webinars
• Case studies
• User Guides
• Demos
• Welcome / Activation
• Helpful videos
• Offer resources
• Tips and Tricks (great during a trial period)
• Login triggered
• Example: Not logged in for X days

10. THINGS TO AUTOMATE
• Abandonment Messaging
• Carts
• Web visitor
• Forms
• Anniversaries / Birthdays
• Additional data opportunity
• Re-ordering Message
• Known seasonal items they order
• Product updates
• Transactional Communications
• Receipts
• Service request updates
• Shipping
• Beyond transactional include usage tips /
activation information or invitation to
connect to social media

11. THINGS TO AUTOMATE
• Events
• Invitations
• Reminders
• Confirmation
• Sorry we missed you
• Lifecycle Messages
• Segmented messages based on
funnel
• Interest phase – Welcome messages,
educational content, best practices
• Engage Phase – Upcoming events,
target content based on page visited,
pricing, comparison, testimonials
• Lapsed Phase – Surveys to better
understand needs, incentives to
revisit site, re-engagement
promotions

12. MARKETING AUTOMATION PLATFORMS
• Eloqua
• Enterprise solution
• Best in class features
• Requires skilled users
• Integration with Oracle

13. MARKETING AUTOMATION PLATFORMS
• HubSpot
• Streamlined SMB platform with a native CMS
• Simple to use as designed for Small or Mid-
Sized Business
• Tiered pricing models – entry level is feature-
limited
• Good reporting, especially if site built in their
CMS (i.e. Not WordPress)

14. MARKETING AUTOMATION PLATFORMS
• Marketo
• Mature platform
• Strong user community
• Strong reporting and analytics

15. MARKETING AUTOMATION PLATFORMS
• Silverpop (IBM)
• Integrates and tracks across web, email,
mobile and social media
• Best universal tracking of behaviors
• Requires advanced level-marketing and
technical integration of systems
• Strong user community and agency partner
community

16. MARKETING AUTOMATION PLATFORMS
• Pardot by SalesForce
• Strong integration with AdWords and
common webinar tools (GoToMeeting)
• Native integration with SalesForce

17. MARKETING AUTOMATION PLATFORMS
• Net-Results
• Local Denver-based company
• SMB platform
• High user ratings
• Utilizes partner agencies for support and selling

18. MARKETING AUTOMATION PLATFORMS

19. KNOWING READY FOR AUTOMATION
• Already have an established inbound marketing strategy
• Have a conversion focused website
• Have an audience (if not…it is OK to purchase a list)
• Consolidated database – data cannot be silo-ed
• Sale and marketing teams that can collaborate
• Good depth of established content to feed buyer journey
• Legitimate capacity

20. KNOWING READY FOR AUTOMATION
• ABOVE ALLL – CONTENT, CONTENT, CONTENT
• 3 out of 5 MAP integrations fail as teams do not have capacity to
actually continue to create the needed content to sustain an MAP
• Marketing Automation is long-term investment for agencies and
clients

21. GETTING STARTED AS AN AGENCY
• Identify MAP to invest in
• Try it out for agency
• Become certified in platform
• Become agency partner (Net-Results, Silverpop, etc.) and then sell into clients
• Sell integration services into their current CRM and Website – Data
Integration / IT Team
• MAP Training
• Automation Consulting – help clients build out flow strategies and even
build content.

22. AGENCY TEAM ALIGNMENT FOR MAP OFFERING
• Integration Team – Tech team that integrates client website with CRM
systems and MAP and ensure tracking in platform, site and CRM are
established
• Tool Managers (sometimes Project Managers) – Certified in platform to
build out flows from strategy teams and load content from editorial
• Editorial – Creative team to create content, graphics, videos, white paper,
etc.
• Buyer Journey Strategists – Build out buyer journey and create flow
strategy that is to be implemented based on analytics
• Analytics Team – KPI analytics from MAP tool and other tools (Google
Analytics)