using marketing automation to grow your business

Blue Fountain Media | Joe DiNardo

UsingMarketing Automation

to Grow Your Business

Presented by Joe DiNardo - Marketing Director

Blue Fountain Media | Joe DiNardo

What is Marketing

Automation?

Blue Fountain Media | Joe DiNardo

“You can have any color, as long as it's black”- Henry Ford

Blue Fountain Media | Joe DiNardo

Blue Fountain Media | Joe DiNardo

Marketing Automation is a one-on-one conversation at

scale

Blue Fountain Media | Joe DiNardo

MarketingPersonalization

Blue Fountain Media | Joe DiNardo

Blue Fountain Media | Joe DiNardo

Giving users the content they want and need in order to

accelerate their journey through the funnel

Blue Fountain Media | Joe DiNardo

20% of the leads your websitegenerates are sales ready

Effective use of Marketing Personalization can result in

50%more sales ready leads at a

30%lower overall cost per lead

Blue Fountain Media | Joe DiNardo

Great. So HOW do we do

that?!

Blue Fountain Media | Joe DiNardo

Focus on User Experience• Your website is a “suit” visitors try

on

• It’s designed by the best designers

• You’ve picked the perfect color(s)

• You’ve paid attention to all the details

• It. Looks. Beautiful.

• And when your ideal prospect visits…

Blue Fountain Media | Joe DiNardo

It fits them perfectly

As it turns out, not everyone is a model.

Blue Fountain Media | Joe DiNardo

When most users

try your website

on…

it doesn’t fit so

well.

Blue Fountain Media | Joe DiNardo

Marketing Personalization creates a bespoke experience for every user

• Users are shown content that is most relevant to them

• Content on the site is altered in real-time

• Conversion rates are improved dramatically

Blue Fountain Media | Joe DiNardo

But how do I know who is visiting?

98%of site visitors are anonymous

Blue Fountain Media | Joe DiNardo

Leverage Business Intelligence Solutions

• Reverse-IP lookup to determine a visitor’s organization, industry, and company size

• Follow these users throughout their time on-site to further refine content

Blue Fountain Media | Joe DiNardo

The Result?

113%Increase in engagement & conversions

Blue Fountain Media | Joe DiNardo

Great, we’ve made contact.

Now what?

Blue Fountain Media | Joe DiNardo

Marketing Personalization continues via email

marketing

Blue Fountain Media | Joe DiNardo

When a user enters the funnel we track & personalize

everything• Email body content is specific to a

prospect’s needs

• Unique landing pages allow users to consume information the way we want them to

• Apply scoring rules to actions/inaction

• Allows us to identify the best prospects and move them to sales

Blue Fountain Media | Joe DiNardo

Building an Automation Program For Success

Blue Fountain Media | Joe DiNardo

Audience SegmentationSeparate users by industry, company size, product fit, and funnel

entry point - Just to name a few.

Blue Fountain Media | Joe DiNardo

Build Our Content MatrixIdentify what content pieces match with our segments and other

content

Blue Fountain Media | Joe DiNardo

Design Our Workflow

What do we want to serve our users after they enter our funnel?

Blue Fountain Media | Joe DiNardo

Build Our TemplatesDesign the foundation of your marketing messages

Blue Fountain Media | Joe DiNardo

Develop Content Rules

Choose what content is static and what content is dynamic

Blue Fountain Media | Joe DiNardo

Set Our Scoring RulesDefine the value of engagements with our business to determine

when to send to sales

Blue Fountain Media | Joe DiNardo

Set Our ScheduleDetermine when a user receives an email and what

content they should get

Blue Fountain Media | Joe DiNardo

Receive Accolades

(and promotions)

Press “Play”

Move Leads Through Funnel

Close More Sales

Blue Fountain Media | Joe DiNardo

Bringing Everything Together

• Marketing Automation is really Marketing Personalization

• Deliver users the most relevant content possible

• Nurture prospects through the funnel more quickly and effectively

• Drive marketing ROI across all channels

Blue Fountain Media | Joe DiNardo

Thank You!