1. Marketing Automation: Getting Started
June 12, 2015

2. Marketing Automation Workshops
This is the second of many marketing automation workshops. The full scope of marketing automation workshops in the works include:
Introduction
Getting Started
Platform Specific
This workshop will lay a foundation of what marketing automation is, and how and why it can be used for TV clients
Outline key steps in setting up a marketing automation platform for the first time
Once a foundation has been laid, we will have a series of platform specific workshops that will walk you through the basics for each individual platform (one workshop may focus exclusively on Marketo, for example)

3. Marketing Automation Workshop Part II Objectives1
Outline realistic goals 2
Define your processes
Capture data 3
Optimize lead nurture programs 4
We want you to walk away from this workshop with an understanding of the key first steps to pursue when beginning to utilize a marketing automation platform.

4. Agenda Setting Goals Defining Processes Capturing Data
Optimizing Lead Nurture Programs
Next Steps

5. Why Set Goals?
Successful marketing begins with defining goals. By outlining where we want to end up, how we are going to measure our progress, and what mile markers we want to meet along the way, we will have a clearer path towards obtaining what we wish to achieve and will be able to mark our progress. Example goals include: 1
To obtain XX many marketing qualified leads (MQLs) each quarter 2
To make XX many sales per quarter
To have XX many bulk sale opportunities at the end of Q3 3
When our marketing initiatives deviate from where we want to go, we can quickly adjust in order to get back on track. That is only possible if we establish clear goals at the beginning of the process.
**See Marketo Questionnaire

6. Agenda Setting Goals Defining Processes Capturing Data
Optimizing Lead Nurture Programs
Next Steps

7. Your strategy and process Your content and lead flow Your people
Tips for Success
There are an abundance of marketing automation platforms and all have important differences. However, marketing automation success is often predominantly influenced by three things:
Your strategy and process
Your content and lead flow
Your people
The key to successful marketing automation is to “think big, start small, and move quickly”. Getting started with what you have today, and then gradually becoming more and more advanced over time will give you the best results.
Source:

8. Customer Life Management
Just having a marketing automation platform is not enough. You need to have clear processes in place
In order to get the most out of your marketing automation platform, the following processes must be established and outlined upfront.
Lead Scoring
Lead Nurturing
Sales Alignment
Customer Life Management
Assigning rankings to prospects based on your understanding of their interests and buying intentions
Delivering content based on a prospect or customer’s interaction with your company
Ensuring that the sales team is reaching out to prospects at the appropriate times, and aligned with what the prospect has received from marketing
Creating, cultivating, and constantly improving your company’s relationship with your prospects and customers

9. Lead Scoring is a fundamental aspect of lead management
Lead scoring allows you to track prospect behavior, determining their level of interest in your product/company. In lead scoring, these behaviors are assigned a numerical value that contributes to the prospect’s overall “score”. By “scoring” these individuals, you can better determine what type of content should be sent to these individuals and when.
Talk with your sales team
Understand the difference between Intent and Interest
Define your buyer persona
Revisit the lead scoring criteria regularly
The process does not end with putting lead scoring in place. Next, you must use this lead scoring to target prospects and customers with pointed content moving forward.
**See HubSpot Buyer Personas

10. Lead Nurturing is a vital part of a successful marketing strategy
Lead nurturing is the process of developing relationships with buyers at each stage of the sales funnel, and throughout the entire buyer’s journey. It focuses marketing and sales outreach on listening to the needs of prospects and providing them with the information and answers they need when they need it. This is important because: 1
On average, 50% of the leads in any system are not yet ready to buy (Marketo) 2
Almost 80% of new leads never become sales (MarketingSherpa)
Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report)
Effectively nurturing your leads means creating and cultivating buyer relationships with a strategic lead scoring system, and then seeing it through with a content marketing plan.

11. How does lead nurturing work?
We will discuss some of the mechanics behind nurturing to see the steps involved in setting up a successful and effective nurturing program
Decide what type of campaign you want to run
Choose the list you would like to nurture
Setup your drip logic and decide on your content
Deploy and track progress
Engagement campaign, education campaign, closing campaign, retention campaign, etc.
Lists and segmentations are the reason that drip s can be so highly targeted
Consider: How often will you send drip s to this list? How complex do you want your drips campaigns to be? Etc.
Use these reporting to see how many people have progressed through each stage of the program, # of unsubscribes, etc.
**See CSS Campaign Outline

12. It’s not just about aligning the marketing team – the sales team must be aligned as well
Alignment between companies’ marketing and sales departments is essential. There must be synthesis across departments so that prospects are not being targeted by multiple people with potentially conflicting information. Some questions that we would need to flesh out with the client include: 1
How often are the sales and marketing teams reaching out to prospects? When? How? With what material? 2
What is the rationale behind this?
How does sales inform the marketing department of these communications? And visa versa? 3
Are the marketing and sales departments aware of how and when each other are communicating with prospects? 4
By addressing those questions and creating unified guidelines around how the two departments should communicate with prospects, tangible benefits will follow.

13. We have to keep the customer’s entire life cycle in mind
Customer Life Cycle Management: Creating, cultivating, and constantly improving a company’s relationships with its clients
By defining and outlining how a company plans to target prospects in different stages of the customer life cycle, the following can improve:
Customer Service
Prospect and customer engagement
Rate of return on marketing and sales initiatives
It is important not only to define and outline how a company plans to target prospects in different stages of the customer life cycle, but it is essential that this is constantly re-visited and updated.

14. Agenda Setting Goals Defining Processes Capturing Data
Optimizing Lead Nurture Programs
Next Steps

15. Are you capturing the right data?
Your client may be capturing basic lead information, but are they capturing the right information?
In order to send prospects and customers targeted content at appropriate times, you must ensure that the client is gathering the necessary information about each prospect and customer. This can be accomplished by:
1. Review intake forms to ensure that they are asking intelligent questions
2. Meet with the sales team to ensure that they are entering critical data into the CRM that syncs with the MAP, if applicable
3. Do a data review/scrub, if the MAP is already filled with incomplete/dirty data
**See Moontoast Form Audit

16. Agenda Setting Goals Defining Processes Capturing Data
Optimizing Lead Nurture Programs
Next Steps

17. After all processes have been defined, and data is being collected, we must review and enhance the content strategy
Reviewing and enhancing a content strategy will ensure that the lead nurture program is being thoroughly optimized. For all content used in marketing outreach, we should ask the questions:
What?
Why?
Where?
How?
How Much?
How Often?
To Whom?
The creation of targeted content seems simple and straightforward, but it is an ongoing step that cannot be overlooked.

18. Visit-triggered “We Miss You” content is also a best-practice
“We Miss You” content helps you stay top-of-mind with individuals that have expressed interest in the client in the past, but have not engaged with the client recently. The purpose of such an initiative is to active an idle customer.
Some MAP, such as Marketo, even have the ability to track how anonymous visitors are interacting with your website and mobile devices and serve up personalized marketing content in real-time.

19. Activity-triggered drips should also be implemented
What is an Activity-Triggered Drip?
A type of drip campaign that operates based on how individuals interact with the company.
What’s an Example of an Activity-Triggered Drip?
One example is: Inviting the recipient to return to your site and look around, triggered by some on-site activity or lack of activity
Activity-triggered drips are highly targeted and can be coordinated to be sent at optimal times, tailored to each recipient. Without utilizing activity-triggered drips, our clients will miss out on an ideal opportunity to engage prospects and build relationships with them.
**See GenZe Drip Plan

20. Calendar-triggered content updates should also be implemented
Many TribalVision clients send s that announce product updates, upcoming trade shows at which they will be exhibiting, etc. but they are sporadic. TribalVision can provide value by working with the client to create an calendar that includes all known relevant trade shows, events, product updates, and company updates on the books.
This calendar can be used as a starting point to determine which individuals should be targeted for each of the events/updates and what methods of marketing outreach would be appropriate for each outreach component.

21. Agenda Setting Goals Defining Processes Capturing Data
Optimizing Lead Nurture Programs
Next Steps

22. This is a lot. What now?
All of the pieces addressed in this workshop are critical for fully optimizing a marketing automation platform, but it is a lot to throw at a client all at once. It is important to create a clear game plan for moving forward with each of these pieces. It is best to start by: 1
Hold a conversation between TV and the client to introduce each of these points and to have the client update TV on how any of the previous points are currently being addressed, if at all 2
TV to lead discovery meetings between appropriate individuals in the marketing and sales departments to get a clearer picture of the current process and what we want to achieve
TV to create game plan with detailed timeline that addresses how each of the points in this deck will be handled and resolved 3

23. Questions / Discussion