Many companies are enticed at the idea of adding marketing automation to their business processes. But as Bill Gates once said, adding technology to an inefficient process, magnifies the inefficiency. In this presentation, explore concepts to help you test to see if your business is ready for marketing automation.

1. Hype versus reality:
Are you ready for marketing automation?
A brief analysis of marketing automation
presented by Marie Wiese
April 25, 2014

2. Workshop Agenda
• Take the quiz
• Hype versus reality
• Process
• Measurement and metrics
• Case Study
• Tools

3. Quiz: Rank on a scale of 1 to 5
1 being strongly disagree and 5 being strongly agree
1. We understand our buyer’s education process and recognize it involves many touches from
marketing or sales.
2. We understand that buyer behavior has changed and our target market wants several types
of content to help them research and self-serve before they contact sales.
3. Our company requires more insight into the exact value that our marketing programs
deliver so we can quantify our investment.
4. Our customer base is larger than our sales team, so we can only personal relationships with
a small percentage of the marketplace.
5. Many of our new leads aren’t ready to buy from us. They require nurturing.
6. We would improve our sales results if we could develop other means of nurturing
relationship with early stage prospects on than through sales team follow up.
7. Data, not opinion, drives every decision that our marketing team makes.
8. We have the ability to generate personalized content for segmented prospects and
schedule through a formal content marketing plan.
9. Our management team understands that 60% of the sales funnel is happening in the digital
space and they allocate money and plan resources to support that new reality.
10. We realize that digital marketing is not a campaign, but a process and we are prepared to
use marketing automation as a way to test and evolve our program, not just automate it.

4. The first rule of any technology used in a
business is that automation applied to an
efficient operation will magnify the efficiency.
The second is that automation applied to an
inefficient operation will magnify the
inefficiency.
…Bill Gates

5. The sad reality…
Revenue is what builds a business.
But the time, money and resources dedicated by many
companies to truly understand the buying and sales
process of a prospect in misunderstood, under-invested
and poorly managed in most businesses today.

6. Marketing automation does not solve the
problem of understanding the buying and
sales process. It only magnifies it.

7. Putting Marketing Automation in Context
• Marketing automation is not a new thing.
• Today we use content management platforms (CMS),
customer relationship management (CRM) or email
marketing tools to communicate with customers.

8. What is marketing automation according to
Wikipedia?
• Marketing automation refers to software platforms and
technologies designed for marketing departments and
organizations to more effectively market on multiple channels
online (such as email, social media, websites, etc.) and
automate repetitive tasks.
• Marketing departments, consultants and part-time marketing
employees benefit by specifying criteria and outcomes for
tasks and processes which are then interpreted, stored and
executed by software, which increases efficiency and reduces
human error.
• The use of a marketing automation platform is to streamline
sales and marketing organizations by replacing high-touch,
repetitive manual processes with automated solutions.

9. What it does NOT do for you…
• It can’t think for you
• It can’t provide a strategy
• It doesn’t know your customer
• It can’t create content for you
• It is not an analytical brain
• If you don’t get the results you are looking for, it
won’t tell you what to do next

10. Marketing automation…
• Is an opportunity…
– To gain insight
– To have data not available before
– To automate a process
It is not a silver bullet that solves all your marketing problems.

11. The Gray ZONE of Marketing Automation
Customers Prospects
Website
The Buyer Map
(Steps to purchasing)
Content
3
2
1
Database
Segmentation
Inbound
Tactics
Outbound
Tactics

12. If you don’t have…
• A clear and tested value proposition,
• A well mapped buyer process,
• Content for each step of the buying process,
• Defined metrics that confirm success,
• A well organized testing program,
• Expertise, resources and dedicated time…
Then marketing automation is a waste of time and
money.

13. Questions for consideration…
• Turn to your guide…

14. Why do we need MA now?
• Buyer behavior has changed.
• Content is driving online engagement (because
Google says so).
• Personalization - one size no longer fits all.
• Digital is not a channel. It needs to be an integrated
part of the sales process.

16. But…
• As Bill Gates said, technology is useless without a
well-defined strategy and metrics to help you analyze
your success

17. Why would you want marketing automation?
• Customers use 11.2 pieces of data in the buying
process (www.zmot.com)
• They are 70% of the way through the buying process
before you will hear from them
• 60% of the sales funnel is now happening in the
digital space
• For every $92 spent acquiring customers, only $1 is
spent converting them

18. Lead Management
Lead Management Functionality Common Variance Sometimes
Marketing Database – The system that records your leads
and contacts and shows a rich view of all marketing interactions with a
person such as website visits, email clicks, data updates and so on.
Single view of the customer – The more powerful
marketing automation tools extend the marketing database to include
information from other systems to create a true view of the customer.
Segmentation – The ability to segment people in different
ways so you can send different things means creating a micro-view of a
prospect or customer so you can send the right message at the right
time.
Multi-touch Campaigns/Lead Nurturing – The
ability to automate drip marketing campaigns that send relevant
messages over time.
Online Behavior Tracking – This is the ability to track who
opens what and know what they visited and when – all with the goal
of understanding who they are and what they need in the buying
process.
Lead Scoring and Grading – Qualifying and scoring leads
is important to know, so you can send leads to the sales team at the
right time.

19. For marketing automation tools to be of
value you need 3-Cs
1. Content
2. Conversion
3. Consistency

20. A new model for Lead Generation
Find
Convert
Keep
Find
Convert
Keep
Too much $$
goes here
Small %
say yes to
fill funnel
Spend time and $$
with people you know
and your funnel is
always full at less $
and time
Old Way New Way

21. List segmentation
1 2 3 4 5
Raving
Fans
Customers
Members
Prospects Suspects Disinterested
Always be aware of people moving from
one bucket to the next

22. Content Map…
• Turn to your guide…

23. How to choose marketing automation tools…
MARKETING COPILOT
OPINION

24. Look at your business Classification
• Large Enterprise
– 20+ people in marketing and team dedicated to running the website
and lead gen program
– Managing more than 50,000 in a database
– Spending $20,000/month on technology
• Medium Enterprise
– 5+ people in marketing and managing 10,000+ database
– Generating 150-500 leads per month
– Spend $10,000+ monthly on software and services to support it
• Small Enterprise
– 1 part time person in marketing working with sales team
– Generating less than 100 leads per month online
– Does not have a web presence budget or monthly spend on software

25. Laser jet vs Ink jet
• We believe that the first platform for any company
implementing digital marketing should be:
– Google Analytics reviewed weekly
– Wordpress with new content updated weekly
– Constant Contact doing 2-4 email sends per month
Until this platform “breaks”, ink jet is good enough and will teach
you enough to understand where you could improve processes
and results.

26. Marketing Automation Tools for
Consideration
• Large Enterprise
– Eloqua
– Marketo
• Medium Enterprise
– Hubspot
– Pardot
– Infusionsoft
– Act-On
– Leadformix
– Silverpop
• Small Enterprise
– Integrated Wordpress, Google Analytics, Constant Contact

27. What we learned about buyer behaviour using Wordpress, Constant
Contact and Google Analytics.
CASE STUDY

28. Where we started…
• Confirmed value proposition
• Created buyer map
• Developed value-added content
• Built V1 website in Wordpress

30. What we learned…
• Value proposition not compelling
• Weren’t going to the “right” next step on the website
• Content we thought was useful. It was product-centric,
not buyer-centric.

32. What did we do next?
• Clarified value proposition
• Mined navigation data in Google Analytics to adjust
content
• Looked at “ignore” rates in Constant Contact to
understand who was in our list and who actually
cared
• Developed a new conversion tool
• Studied conversion path
• Qualified hand raisers

34. What did we learn…
• Project profitability worked with a subset of the
contact list (but not all of it)
• Project profitability and that conversion path was
compelling for decision makers but not influencers
and influencer were first-line analysts
• Needed to take away more “stuff” from the home
page
• Needed to dump certain lists that were not
performing

40. Learn to add and take away…

41. November 2012 to March 2013

42. November 2013 to March 2014

43. What changed?
• Improved lead quantity by 191%
• Improved lead quality by a ratio of 5 to 1
• Improved the buyer path by putting the right content
in the right place
• Improved suspect engagement by 266%

44. Creating a conversion point in Wordpress
1. Title: Create an engaging, valuable and
keyword rich title.
2. Permalink: Ensure your permalink contains
your focused keyword.
3. Content Optimization:
– Format: Add style to your content.
– Readability & Call-to-action: Present
your content in a readability flow to
capture the audience’s attention and
provide next step options (CTA).
– Images: Insert content related images
and set the featured image.
– Forms: Add Gravity forms to the page
so you can capture a new email
address in exchange for value added
content.

45. Conversion

46. Add tracking to your links
• Tag your URLs so that you can track different
sources, mediums and campaigns:
– Specific Source: Constant Contact, LinkedIn, external
referral site etc.
– Category of Source: CPC, email, social media, etc.
– Precise description of Campaign: march-21-blog, XYZ-tradeshow-
postcard, ABC-press-release, etc.

47. Push out content

48. Measure your success
• Email open rate, click thru rate
• Time on page
• Bounce rate
• Next page >>> follow call-to-action
• Download form or subscribe form completed
• Time on site
• Engagement within industry

49. Results
versus

50. Onsite results over 5 day period
Good time on page = good engagement.

51. Onsite results over 5 day period

52. Get this presentation at…
www.marketingcopilot.com/resources
• Connect with us on LinkedIn…
http://ca.linkedin.com/in/marketingcopilot
• Email…
marie@marketingcopilot.com
• Follow on Twitter
@mariewiese

53. Marketing CoPilot Process Wheel
Marketingcopilot.com/COMMUNITY

54. About Us
Since 2003, Marketing CoPilot has been providing small and medium-sized
businesses with digital marketing strategies that produce measurable
business results. Marketing CoPilot integrates deep technical and creative
capabilities with a proven methodology to help organizations turn their
websites into powerful lead generation and lead nurturing tools.
100% of the companies that implement the Marketing CoPilot Content
Marketing Program have reduced the cost of lead acquisition and increased
revenue.
Marketing CoPilot Inc is a registered trademark in Canada. Copy right @2014. Not to be
reproduced or reused without full attribution.
Marketing CoPilot Inc. | 500 Yonge St, Ste 1901 | Toronto, ON | M2V 7E9 | 416.218.2009