1. Essential Learning Components ELC 1:.…………………………………………………………..Page 3-4 – What is Marketing Automation?: Understand the role Marketing Automation plays in today’s digital world and discover how to incorporate it into your digital marketing strategy. ELC 2:.…………………………………………………………..Page 4-6 – Defining Your Buyer Personas & Buying Process: Identify your main buyer personas and how they interact with your business’s standard buying process. ELC 3:.…………………………………………………………..Page 7-9 – Attract: Properly utilize your digital content to engage with your leads in numerous target markets. Become a trusted advisor by educating before selling and create awareness across multiple channels.

2. Essential Learning Components (cont.) ELC 4:..……………………………………………………..Page 10-12 – Capture: No campaign is complete without a call to action. How are you capturing and tracking information? Are you using the right number of fields in your forms? What about progressive profiling? Are all your website forms synced with your Marketing Automation platform? ELC 5:……………………………………………………….Page 13-17 – Nurture: Learn how to set up behavior-based nurture campaigns for leads at the top, middle, and bottom of your marketing funnel. Utilize effective lead scoring tied to a structured lead lifecycle program and automate your nurturing process.

3. Essential Learning Components (cont.) ELC 6:……..………………………………………………..Page 18-19 – Convert: Marketing Automation will bridge the gap between sales and marketing by providing tools to identify specific lead activity and engagement. Coupled with real time sales alerts and triggered messages, your sales team will have access to key information to help expedite the sales process. ELC 7:………..……………………………………………..Page 19-21 – Expand: With advanced experience in Marketing Automation, you can expand your marketing outreach effectively throughout the customer lifecycle and turn them into lifelong advocates.

4. ELC 1: What is Marketing Automation? Understand the role Marketing Automation plays in today’s digital world and discover how to incorporate it into your digital marketing strategy. Marketing Strategy & Development Content Creation Implementation & Execution

5. ELC 1: What is Marketing Automation? Content Marketing SEO/SEM Social Media Loyalty Programs Customer Intelligence Reengagement Campaigns Sales Acceleration Contextual Intelligence Engagement Optimization Nurture Programs Lead Scoring Dynamic Segmentation Email, Forms, & Landing Pages Website Prospector Events & Webinars Marketing Automation Lifecycle Strategy

6. ELC 1: What is Marketing Automation? ATTRACT Establish your online presence & generate more interest Ensure the right content is available in multiple formats CAPTURE Use of forms in multiple channels like website & registration forms Obtain consent to market Begin to build personalized profiles NURTURE Automation of marketing efforts Lead nurturing through segmentation & drip programs, based on lead score CONVERT Sales engagement & feature set for sales users Real time sales alerts & reporting on buyer stages EXPAND Turn customers into lifelong advocates Post-sales/customer marketing efforts

7. ELC 2: Defining Your Buyer Personas & Buying Process Identify your main buyer personas and how they interact with your business’s standard buying process.

8. ELC 2: Defining Your Buyer Personas & Buying Process Understand your buyer’s background including: – Challenges – Key objectives – Preferred marketing channels – Demographics – Role – Wants/needs Address general targets & more focused, specialized ones  What type of person do you sell to the most?  What are the noticeable differences between new customers and existing ones?  What are your customer’s main pain points?  How can you empathize with your buyers?  Who should you focus on first?

9. ELC 2: Defining Your Buyer Personas & Buying Process Start with one or two personas and develop more over time— don’t feel like you need to do everything at once! Persona 1Persona 2Persona 3 Buyer Background Daily Activity/Roles Goals/Objectives Motivations Pain Points/Challenges Buying Concerns Compelling Events Industry News/Preferences

10. ELC 2: Defining Your Buyer Personas & Buying Process Define your Buyer’s Journey/Buying Process – Place yourself in your customer’s shoes – Understand your internal sales process, but recognize this process is about your prospects, not your sales team  What information does your customer need to make a decision to buy from you?  Where do they look for this information?  How can you help your prospects move from one step to another?

11. AwarenessInterestConsiderationDecision How are you addressing each person in each step? …With content! Each Buyer Persona goes through a version of the Buyer’s Journey Customers are 65-90% through Buying Process before contacting sales ELC 2: Defining Your Buyer Personas & Buying Process

12. ELC 3: Attract Properly utilize your digital content to engage with your leads in numerous target markets. Become a trusted advisor by educating before selling and create awareness across multiple channels. ATTRACT Establish your online presence & generate more interest Ensure the right content is available in multiple formats

13. ELC 3: Attract Examine your marketing materials – and be critical Where are your strengths? Where are your gaps? How are you addressing multiple Buyer Personas at different stages in the Buyer’s Journey?

14. ELC 3: Attract Attract new customers Provide education Rule of Four – Each piece of premium content should be deployed in four different formats Email templates, graphic design, copywriting, calls-to- action, landing pages, downloadable media

15. ELC 3: Attract Interest Awareness Consideration Differing content for each Buyer Persona in each stage Easy-to-digest content Present helpful solution Address pain point More focused content Present products/services Provide clear CTA Highly targeted content Encourage decision-making Position company as viable solution

16. ELC 3: Attract How will you make your content usable? How can your leads consume information?

17. ELC 3: Attract  Is your content relevant?  Is your content marketable?  Does your content address the steps within your Buyer’s Journey?  Is your content demographic-specific?  What kind of content are you using?  Are there other mediums you can use to deploy your content?  On what channels are you distributing your content?

18. ELC 4: Capture No campaign is complete without a call to action. How are you capturing and tracking information? Are you using the right number of fields in your forms? What about progressive profiling? Are all your website forms synced with your Marketing Automation platform? CAPTURE Use of forms in multiple channels like website & registration forms Obtain consent to market Begin to build personalized profiles

19. ELC 4: Capture Website visitor tracking/beacon code – Places a cookie on the device – Tracks individual engagement history across time – Convert unknown visitors  known leads

20. ELC 4: Capture Focus on capturing lead information though: – Website forms – Landing page forms – Email click-throughs Uncover new leads, enhance the profile of existing ones By capturing information strategically, we can appropriately nurture

21. ELC 4: Capture Numerous ways to capture information Be mindful of your fields Be aware of quantity and quality of fields Gated Content Progressive profiling Enhance your marketing lists strategically

22. ELC 4: Capture Website popups – Convert unknown visitors  known leads – Quick, easy, simple Can be used for progressive profiling

23. ELC 4: Capture  Is there a call-to-action above the fold at all times, on all pages of your website?  Is it easy for someone to request more information with one click?  Are you collecting the right kind of information?  Are you updating CRM with new information to develop more complete profiles? Never stop collecting information & building out additional nurture campaigns

24. ELC 5: Nurture Learn how to set up behavior-based nurture campaigns for leads at the top, middle, and bottom of your marketing funnel. Utilize effective lead scoring tied to a structured lead lifecycle program and automate your nurturing process. NURTURE Automation of marketing efforts Lead nurturing through segmentation & drip programs, based on lead score

25. ELC 5: Nurture Ongoing automated lead nurturing programs Top of Funnel Middle of Funnel Bottom of Funnel Based on lead score Send the right content to the right people at the right time Awareness Interest Consideration

26. ELC 5: Nurture Provide helpful information and begin tracking website engagement while converting into a known lead Educate through the use of engaging content and start to collect more focused key information about leads Present solid evidence that your business is the best choice for prospects and prepare to engage with sales Lead Identified Top of Funnel Middle of Funnel Bottom of Funnel MQL Alert to Sales Sales Engagement Close or Return to Mktg

27. ELC 5: Nurture ActionScorePhilosophy Sent message0Only assign value to legitimate indicators of sales-readiness Opened message1Initial interest, but does not really indicate buying intent Clicked in message5Any click shows engagement, but not enough to warrant sales-readiness Viewed form5Positive engagement is shown, but no submission means hesitance Submitted form10Any form submission/information exchange means they’re interested Downloaded media5-20They’ve come in contact with content you’ve created and are consuming it—strong indication of buying interest Visited landing page10Typically more heavily weighed than a website page visit, because of its inherent specificity for a product/service Visited web page8Basic website traffic indicator. How many pages does a prospect need to interact with before you want sales to engage with them? (Divide into 40) Registered for webinar5Indication of interest with your brand, as well as specific products/services Attended webinar35If they registered and attended, it’s safe to assume they’re sales-ready and your team should be notified immediately Visited pricing page40If a prospect is looking at prices, they’re ready to buy from someone. Notify your sales team ASAP to make sure they buy from you! Submitted “Contact Us” form 40Forms requesting a call back should qualify prospects as immediately sales-ready Target lead score: 40

28. ELC 5: Nurture MQL Sent an Email Opened an email Clicked on the email Visited a landing page Presented a signup form Submitted the form Returned to Home Page Goes to Contact us page Stopped Research Lead Score 00+1 = 11+5 =66+10 = 1616+5 = 2121+10 = 3131+8 = 3939+8= 47 Final Score = 47 Non- MQL Sent an Email Opened an email Clicked on the email Visited a landing page Presented a signup form Abandoned Research Lead Score 00+1 = 11+5 =66+10 = 1616+5 = 21 Final Score = 21 Marketing Funnel StageLead Score Top of Funnel0 – 10 Middle of Funnel11 – 29 Bottom of Funnel30 – 39 Marketing Qualified Leads / Sales Ready 40-60 Hot Leads for Sales60+ Different drop-off points showcase differing levels of engagement/sales readiness

29. ELC 5: Nurture Segment your leads based on lead score Higher engagement = higher score = more focused content Top of Funnel (ToF) Lead score: 0-10 Low engagement Needs easy-to-digest content Awareness Campaign Present helpful solutions Address pain points No information exchange Middle of Funnel (MoF) Lead score: 11-29 Medium engagement Wants more focused content Interest Campaign Present products and services Provide clear CTA Limited information exchange Bottom of Funnel (BoF) Lead score: 30-39 High engagement Requires highly targeted content Consideration Campaign Position company as viable solution Offer case studies, reviews, success stories Can come from sales team

30. ELC 5: Nurture Recommended format/content for lead nurture program Include more (and more varied) content Top of Funnel / Awareness Camp. Lead score: 0-10 Low engagement No information exchange required Content: 2 email templates 6 email sends 2 landing pages Middle of Funnel / Interest Camp. Lead score: 11-29 Medium engagement Limited information capture Content: 3 email templates 5 email sends 3 downloadable media 2 landing pages Bottom of Funnel / Consideration Camp. Lead score: 30-39 High engagement Direct call to action Content: 1 email template 4 email sends 3 case studies/success stories 1 landing page

31. ELC 5: Nurture Top of FunnelMiddle of FunnelBottom of Funnel Think through the following: Goal Strategy Approach

32. ELC 5: Nurture

33.  What is your goal, objective, and strategy for each email? For each funnel stage?  How are you strategically providing content to aid in decision making?  Are your programs ongoing so you can drop new leads in at any time?  Are you creating behavior-based nurture campaigns based on website interaction?  What are the qualifying actions that remove leads from nurture programs and into the next stage or prompt a handoff to sales?

34. ELC 6: Convert Marketing Automation will bridge the gap between sales and marketing by providing tools to identify specific lead activity and engagement. Coupled with real time sales alerts and triggered messages, your sales team will have access to key information to help expedite the sales process. CONVERT Sales engagement & feature set for sales users Real time sales alerts & reporting on buyer stages

35. ELC 6: Convert Strategic, real-time sales alerts to sales team Know when a lead is ready to hear from someone, regardless of what nurturing step they’re in Convert from a lead  opportunity  sale

36. ELC 6: Convert  When is the appropriate time to send an alert?  When do you need to get involved with leads? With contacts?  What does sales need to know about a prospect before jumping on a call?  What fields in CRM are updated?  Do any field updates affect current/future campaign flows?  What additional information is needed to help close sales? Bridge the gap between sales and marketing Meet with sales leadership and work to achieve mutual understanding:

37. ELC 7: Expand With advanced experience in Marketing Automation, you can expand your marketing outreach effectively throughout the customer lifecycle and turn them into lifelong advocates. EXPAND Turn customers into lifelong advocates Post-sales/customer marketing efforts

38. ELC 7: Expand Existing customers  lifelong advocates Referrals Upsell / cross-selling New product nurture campaigns Seasonal / promotional campaigns Reengagement campaigns

39. ELC 7: Expand Review analytics Next logical step Which campaigns did well? Why? Which campaigns need some work? How can I transfer effective tactics to this campaign in the future? Make changes to graphics, copy, landing pages, send date, campaign flow, etc. Based on analytic findings Create content for new campaigns Review analytics… Implement your new campaign on a different product/service; Implement your revised campaign Don’t let your marketing get stale Restart the process! Revisions / New Content

40. ELC 7: Expand  How are you analyzing/ interpreting your data?  How frequently are you reviewing analytics?  How do you measure the success of a campaign?  How can you apply successful concepts to new campaigns?  Have you marketed to all your demographics?  Are there new products or services to focus on?  Have you built a customer retention/ reengagement program?