In this informative webinar,we will walk us through the secrets of utilizing marketing automation to: - Identify marketing means and approaches that will benefit your company - Create a campaign process that will reach your specific, targeted prospect audience - Learn how the alignment of sales and marketing efforts creates effective, revenue-generating company results

1. Mapping
Your
Marke.ng
Processes
To
Automate
Them

2. A
li8le
about
me
• Sold
knives
to
SaaS
and
everything
in-­‐between
• Ran
marke7ng
for
small
startup
• Brand
New
Uncle

3. Marke.ng
Automa.on
is
Great
Technology
But
it
can
fail

4. The
Failure
of
Marke.ng
Automa.on
• Typically
not
a
technology
issue
• Need
a
marke7ng
process
• No
plan
for
targeted
buyer
personas
• Focus
on
quan7ty
and
not
quality
(sales
and
marke7ng
alignment)

5. Iden.fying
the
Marke.ng
Process
• Situa7on
Analysis
• 5
C
analysis
• SWOT
analysis
• Marke7ng
Strategy
• Targe7ng
• Segmenta7on
• Content
Planning
• Value
Proposi7on
• Marke7ng
and
Sales
Alignment

6. Situa.on
Analysis
• 5
C’s
• SWOT
Analysis
• Company
• Strengths
• Customers
• Weaknesses
• Compe7tors
• Opportuni7es
• Collaborators
• Threats
• Climate

7. Targe.ng
and
Segmenta.on
• Targe7ng
• Segmenta7on
• Single
segment
• Loca7on
• Selec7ve
specializa7on
• Company
type
• Product
specializa7on
• Behavioral
• Market
specializa7on
characteris7cs
• Full
market
coverage

8. Content
Strategy
• Editorial
strategy
• Web
wri7ng
• MetaData
strategy
• SEO
• Content
management
strategy
• Content
channel
distribu7on
strategy

9. Value
Proposi.on
• Crea7ng
segmented
value
props
• Discover,
don’t
dictate
• Isolate
discoveries

10. Sales
and
Marke.ng
Alignment
• Tie
marke7ng
and
sales
goals
together
• Clear
defini7on
of
a
lead
• Clear
defini7on
of
rou7ng
• Process
that
allows
sales
teams
to
push
leads
back
to
marke7ng

11. With
a
Process
in
Place

12. Sales
and
Marke.ng
Alignment
• “Set
and
Forget”
marke7ng
campaigns
• Lead
segmenta7on
• Iden7fy
marke7ng
qualified
leads
• Lead
rou7ng
• Closed
loop
ROI
repor7ng

13. Campaign
Process
Validate
Offering
Build
Campaigns,
Iden7fy
Campaign
Demand
via
Goals,
Timing
and
Offering
Research
Budget
Iden7fy
Sales
Develop
Segments
Create
Collateral
Team
Support
Track
Success
and
Prep
SEO,
PR,
Ads
Launch
Campaign
Adjust
as
needed

14. Set
and
Forget
Campaigns
• Forms/Landing
Pages
• Page
Views/Interests
• Segment
leads
• Iden7fy
hot
leads
• Route
them
to
sales
Run
campaign

15. Lead
Segmenta.on

16. Iden.fying
Marke.ng
Qualified
Leads
• Track
online
behavior
to
iden7fy
interest
• Create
buyer
profiles
with
a
grading
scale
Visits Page Views
Google AdWords Google Keyword Searches
Yahoo Keywords Site Searches
Drip Nurturing Email Clicks Email Opens
Email Link Clicks Webinar Responses
Twitter LinkedIn
Facebook Website Chats

17. Lead
Rou.ng

18. Closed
Loop
ROI
Repor.ng
• Two
op7ons
• Use
CRM
• Use
Marke7ng
Automa7on
Tool
Campaigns
$$$$$$

19. Ques.ons

20. Contact
Informa.on
Pardot
Adam
Dewey
950
East
Paces
Ferry
Rd
Sales
Manager
Suite
3300
Adam.Dewey@pardot.com
Atlanta,
Georgia
30326
@adamdeweypardot
hp://about.me/adamdewey
404.492.6845
x144
877.3B2B.ROI
www.pardot.com