Anvil Media's President and CEO presented to the American Marketing Association on how to create a successful marketing automation program.

1. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
The 4 P's of a Successful
Marketing Automation Program
September 8, 2016
American Marketing Association
Kent Lewis
President & Founder
kent@anvilmedia.com

2. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.2
— Founded in 2000
— Headquarters in Portland, Oregon
— 40+ Clients
— Digital and Integrated Marketing Services
— Past & Present Clients
— Act-on
— EarthLink
— Janrain
— Microsoft
— Mindtree
— TrendMicro
— Xero
Overview

3. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Agenda: 4 P’s of MA
—Planning (bonus)
—People
—Process
—Promotion
—Platform
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4. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
What is Marketing Automation?
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5. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Marketing Automation Fun Facts
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— 80% of prospects are likely to buy
within the next 24 months (Act-on)
— Companies that excel in lead
nurturing generate 50% more sales-
ready leads... and they do it at 33%
lower cost per lead (Forrester
Research)
— 63% of B2B marketers allocate 10–
29% of their marketing budget to
marketing automation. – Pepper
Global

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Planning: MA Adoption
— 91% of the most successful users
agree that marketing automation is
“very important” to the overall
success of their marketing across
channels. – Marketo & Ascend2
— 63% of companies successful in
Marketing Automation plan to
increase their Marketing Automation
budget.
— Marketing automation is used by
42% of companies
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7. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Planning: Benefits of MA
—Taking repetitive tasks out of
marketers hands (36%)
—Better targeting of customers
and prospects (30%)
—Improving the customer
experience (10%)
—Better email marketing (9%)
—Reduction of human error in
campaigns (8%),
—Lead management (4%) and
multichannel marketing (3%)
— Redeye and TFM&A Insights
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Planning: MA vs. Traditional
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9. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Planning: MA Components
—CRM integration
—Lead/prospect Scoring
—Mass email
—Drip Campaigns
—Workflows/automation
—Persona profiling
—CTAs
—Landing pages
—Forms
—Social media publishing +
monitoring
—Blogging tool
—SEO/keyword tools
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10. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Planning: MA Sizing Chart
— Organization with over $2MM revenue and over
5,000 contacts
— 1-2 dedicated marketing staff who love analytics,
constant tweaking, strategizing, and producing
content
— The pain that comes from using 10 different systems
(Hootsuite, Google Analytics, MailChimp, free
landing page builders, form builders, etc)
— Company size matters. (Buyer Zone, The State of
B2B Lead Generation 2013 Report, Aug 2013)
— 76% – larger companies (> 100 employees)
— 26% – mid-sized companies (10-100
employees)
— 18% – small companies (< 10 employees)
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Planning: MA Myths Dispelled
1. You believe in the myth of
‘one and done’
2. You paralyze yourself with
tech
3. You are using it only for
email marketing
4. You are using it to be lazy
5. You are replacing humans
with robots
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Planning: Most Common KPIs
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13. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Planning: Building an MA Culture
— Prospective client wanted help with SEO
— Marketing was responsible for sales &
marketing automation
— Managed with little support or respect
from sales
— Acting VP of sales was also the CEO &
Founder
— We assessed the 4 P’s & found the weak
spot
— Recommended a consultant to work with
the CEO & marketing team before moving
on SEO
— Ended up working on SEO after they
promised to work with an MA consultant
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14. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
5 Truths: My MA Experience
—MA doesn’t work without a supportive culture and team
—The system doesn’t work without critical mass
—Creating compelling content is a constant struggle
—The platform is the enabler, not the solution
—You will only use a small percentage of your MA platform’s
capabilities
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People: The Engine
—The heart of any successful
MA program
—Have talent to build, manage
and optimize campaigns
—Beneficial talents: analytical
and communications skills
—Requires support from
executive management on
down
—Sales and marketing teams
must be fully aligned
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People: Most Desirable Skills
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People: The Missing Skills
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18. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Process: The Secret Sauce
—Most undervalued
component of MA
—Define early and often
—Fosters alignment by setting
expectations
—Key components
— Workflow & approval process
— Content creation
— Campaigns configuration &
management
— Data analysis & segmentation
— Measurement & reporting
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19. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Process: MA Truth vs. Reality
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20. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Process: Getting Started
1. Set 2 goals
2. Connect to your CRM and
decide which is the primary
system of record
3. Set up a lead source hidden
field on every form
4. Commit to a regular content
publishing schedule
5. Identify your top 3-5 personas
and create smart lists for them
6. Create one drip
campaign/workflow
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Promotion: Content Strategy
—Resources: sales, marketing,
customer service, product
development, strategic
partners & industry
influencers
—Media types: text, images,
audio, video, animation
—Formats: infographics, blog
posts, articles, white papers,
webinars, case studies
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22. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Promotion: Customer Journey Map
—Develop content for all stages
of the buying cycle
—Awareness: short-form
content (infographics, blog)
—Interest: longer-form thought-
leadership content (articles,
white papers, webinars)
—Intent: product comparisons,
product demos & case studies
—Purchase: FAQs, How-to’s
—Evangelism: product updates,
company news, customer
support, referral program
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23. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Platform: The Enabler
—Technology is an enabler, not the ‘solution’
—The industry has evolved dramatically, providing a variety of
options at various price-points
—Platforms have industry-specific applications or customization
—IBM owns two of the oldest MA platforms available today
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24. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Platform: Technology Evolved
—When discussing a restaurant’s quality, have you ever heard
the phrase: “The bigger the menu, the worse the food?”
—Great Marketing Now Depends on Tech Specialization
—Marketers Want Control, Customizability
—Integration is key: partnerships with adjacent technologies and
promoting innovative integrations
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25. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Platform: Capabilities Audit
—Automation
—Campaign Management
—Event Management
—Data Management
—Email Marketing
—Web Analytics
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—Survey Management
—Integrated Channels
—Landing Pages & Forms
—Technical Specification
—Training
—Customer Service

26. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Parting Thoughts
—Understand your needs
—Map platform capabilities to
team experience and talent
—Create compelling content
—Ensure platform can grow and
evolve with your business
—Fill the funnel via search
engine and social media
marketing
—Don’t buy a jet plane to fly
across the street
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27. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Resources
— The 4 P’s of a Successful Marketing Automation Program
— Anvil Content Marketing Audit & Plan
— 5 Ways Marketing Automation May Be Doing Your Business More Harm
Than Good
— B2B Marketing Automation Platforms: A Marketer’s Guide
— Compare Marketing Automation Systems
— G2 Crowd Marketing Automation Product Comparison Tool
— Marketing Automation Missed Its Mark – And Why That’s a Good Thing
— Marketing Automation Vendor Evaluation Matrix (XLS)
— R2Integrated: Marketing Automation Platform Comparison
— Top 6 things you should do first with marketing automation
— What is marketing automation anyway?
— Marketing automation and lead nurturing: creating sales-ready leads

28. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.
Questions & Next Steps
— Check out our Insights section for more resources
— Email me to get a copy of this presentation
— Sign up for our newsletter & follow us on social media
— We can help you fill the sales funnel
@KentjLewis
President & Founder
@AnvilMedia
kent@anvilmedia.com