https://youtu.be/oSqGYQGqVKw

1. Six Challenges
Marketers Face and
How Marketing
Automation Is Key

2. Speakers
Sean Suggs
Director, Digital Development
Adcetera + Acquia
German Arellano
Senior Manager, Digital Marketing
Jaedyn Guthrie
Product Marketing Manager

3. Agency snapshot
Offices:
Houston, TX
The Woodlands, TX
Chicago, IL
years in business
In-house employees
Fortune 100 clients
Woman owned, woman
operated, WBENC certified
40 7
Fortune 500 clients.
31
80+
3 ESG storytellers creating
solutions and strategies
aligning brand with
priorities
Adcetera

4. 1. Not enough leads?
2. Is Your Sales Team’s Valuable Time spend on
Endless Cold Calls and Unproductive Emails?
3. Where did that lead go?
4. When to follow up and what to say?
5. Did we meet our ROI goals?
6. Scaling up across multiple marketing teams and
departments?
Agenda: Six Challenges
Agenda

5. Predictive Marketing
Experiences
B2B, B2C, B2E
Customer
Data
Segmentation,
Analytics, Identity
Resolution
Content
Web, Digital Assets,
Product Information
Open DXP
Architecture
DXP for Marketers
Three Components of DXP Solution
➔ A composable technology
stack that will grow and
expand with your business
needs.
➔ Ability to leverage content and
data.
➔ Tools that enable your entire
organization. Operations
Machine Learning,
Dynamic Audience
CI/CD, Component
Management
External Tech Ecosystem
ERP, CRM, ESP, Analytics, etc.

6. Predictive Marketing
Experiences
B2B, B2C, B2E
Customer
Data
Segmentation,
Analytics, Identity
Resolution
Content
Web, Digital Assets,
Product Information
Operational
Excellence
DXP for Marketing Operations
﹣ Content Operations:
Digital Asset Management (DAM)
﹣ Marketing Operations:
Distributed Marketing Automation
﹣ WebOps:
Multi-site deployment
﹣ AutoDevOps:
Accelerate time to market and reduce
development cost with deployment
automation
﹣ Flexible Delivery models:
The strategic open platform solution for
businesses to manage different experiences
at scale
Operations
CI/CD, Component
Management

7. 7
Marketing Automation Defined
Contact
management
Email
marketing
Multi-channel
communication
Audience
segmentation
Account-based
marketing
Lead
scoring
Email
A/B testing
Campaign & journey
design
CAPABILITIES
Marketing Automation

8. Six Challenges

9. Not Enough Leads?
Challenge 1
You need an Automated Lead
Generation strategy when:
– You are getting traffic but not leads.
– Visitors are filling out forms, but you are
not getting viable customers.
– You are wasting time manually generating
leads.
– You are still sending email using a static
list, manually. 1

10. Talk to Sales to understand
customer types and the
outcomes you want to
achieve.
Align content to what
motivates your clients on
every step of the buyer
journey.
Map where to place gated
content and lead-gen
forms. Intentionally cross
paths with your customers.
Make your moves: launch
your campaigns to attract
leads.
Lead Generation Framework
Deploy all
lead-gen forms
Develop magnet
content
Start fishing
Define customer
profiles and desired
outcomes
Let’s get this into action
Challenge 1

11. “Automatically generate leads
who were interested in our
“2023 Hiring Risks White Paper”
and came from our B2B media
campaign.

12. Automatically generate leads who
were interested in our “2023 Hiring
Risks White Paper” and came from our
B2B media campaign.
Marketing Statement
Challenge 1

13. Is Your Sales Team’s Valuable Time
spend on Endless Cold Calls and
Unproductive Emails?
Challenge 2
You need an Automated Lead
Qualification strategy when:
– There’s not enough time to process, filter,
and qualify all leads generated.
– You’re missing promising leads that fell
through the cracks of your sales funnel.
– You’re not segmenting leads based on
where they are in the funnel.
2

14. Hypothesize what are your
customer objectives and
behaviors across the funnel.
Follow the digital breadcrumbs
your customers leave behind to
discover their most valuable
actions during their journey.
Define a lead-scoring
threshold for sales-ready
leads (MQL to SQL).
Give more points to the
events that better define the
intention of the user.
Automated Lead Qualification Framework
Define point thresholds
Identify the digital
breadcrumbs
Develop a scoring
formula
Discover the client’s
motivations and intent
Let’s get this into action
Challenge 2

15. “Qualify Human Resource
professionals who engaged with
our “HR in an AI World” emails
and requested the “2023 Hiring
Risks Whitepaper.”

16. Qualify Human Resource
professionals who engaged with our
“HR in an AI World” emails and
requested the “2023 Hiring Risks
Whitepaper.”
Marketing Statement
Challenge 2

17. Where did that lead go?
Challenge 3
You need Sales and Marketing
Integration when:
– Marketing and Sales teams are not
aligned. Lexicon is different.
– There is no clarity on how Sales team
activities on the CRM affect lead scoring.
– Sales accountability is hard to measure
across the marketing and sales
processes. 3

18. Make sure everyone speaks
the same language. Most
likely that is not going to be
the case.
Identify what actions are
required from the marketing
and sales teams to properly
operate the automation
process.
Define all possible connections
between your sales and
marketing software for a
seamless implementation.
Focus on how a lead moves
through the sales funnel to
find moments where a lead is
not processed.
Sales & Marketing Integration Framework
Document all data types
Map the process
Identify your processes
weakest links
Unify the language
Let’s get this into action
Challenge 3

19. “Passively identify leads as
Marketing Qualified (MQL) after
they engaged with our B2B
campaign.

20. Passively identify leads as Marketing
Qualified (MQL) after they engaged
with our B2B campaign.
Marketing Statement
Challenge 3

21. When to Follow Up & What to Say?
You need an Automated Nurturing strategy
when:
– Prospects are leaving your nurturing sequences
without anything to show.
– Most leads are looking for information and are not
ready to buy yet.
– Users are consuming your content but not
converting into qualified leads.
– Email interaction is low, and content is not
consumed.
4
Challenge 4

22. Identify what scenarios you
need to nurture leads. Set the
goals for every journey.
Map the journey. Define what
you want to say and the result
you want to achieve.
Where content marketing
becomes an art: copywriting
and UX.
Lead Nurturing Framework
Content development
Plan the conversation
Nurturing scenarios
Let’s get this into action
Challenge 4

23. “Using follow-up email content,
nurture HR contacts who
engaged with the “2023 Hiring
Risks Whitepaper” to generate
marketing qualified “MQL” leads.

24. Using follow-up email content, nurture HR
contacts who engaged with the “2023
Hiring Risks Whitepaper” to generate
marketing qualified “MQL” leads.
Utilizing Decisions, Actions, and Conditions
attached to our pre-defined segments, we can
nurture our contacts with various digital touchpoints
on a predefined path to Marketing Qualification.
Marketing Statement
Challenge 4

25. Did We Meet Our ROI Goals?
Challenge 5
You need an Automation Analytics
Strategy when:
– It’s hard to maintain and optimize lead
generation and quality over time.
– Cost per lead is a mystery and conversion
rates across the funnel are not clear.
– Multiple data sources impede proper
lead attribution.
– Sales process and CRM data are not
integrated.
5

26. Map your KPIs around
activity, response, efficiency,
and value metrics.
A strong attribution practice
around events, goals, UTMs,
etc. is a prerequisite.
Integrate your data sources
in a business intelligence
platform.
Optimize the automation
process over time. Talk to the
stakeholders to make sure
lead quality is up to your
standard.
Automation Analytics Framework
Integrate data and let it
tell the story
Revisit the analytics
fundamentals
Improve, rinse, and
repeat
Define what to measure
Let’s get this into action
Challenge 5

27. “How many of the B2B media
campaign leads became
Marketing Qualified in the last
year?

28. Marketing Statement
Challenge 5
How many of the B2B media
campaign leads became Marketing
Qualified in the last year?

29. Managing the Complexity of
Distributed Teams
Challenge 6
You need a solid DXP system when:
– You need to unify fusion teams and
enable marketers across all channels
– You need a solution that is built to scale
– You need to establish brand consistency
6

30. Find out what is impeding
your ability to scale when
managing multiple brands,
product lines, regional
campaigns, etc.
Your tech stack must
support customizations
automate/ unify data, and
empowers all
stakeholders.
Ensure that your
solutions can
accommodate growth.
Remove the complexity
from segmentation,
lead-scoring, and journey
orchestration.
DXP Framework
Think and build
modular
Select tech that
supports
composability
Automate the
customer journey
Identify
operational silos
Challenge 6
Master brand
governance to create
consistency across
teams.
Establish
governance across
content & data

31. ““Marketing at Scale: Repeat
previous successes of US &
EMEA & LATAM divisions”

32. Share Assets
Aggregate
Reporting
Studio Instance 2
Marketing
Automation
(w/ proprietary IP)
Studio Instance 3
Marketing
Automation
(w/ proprietary IP)
Studio Instance 3
Marketing
Automation
(w/ proprietary IP)
Studio Instance 4
Marketing
Automation
(w/ proprietary IP)
Studio Instance 1
Marketing
Automation
(w/ proprietary IP)
Scaling Across Distributed Marketing
Operations
Campaign Factory
Centralized Management

33. Q&A Session

34. Thank You