Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.

The 4 P's of a Successful Marketing Automation ProgramSeptember 8, 2016American Marketing Association

Kent LewisPresident & Founderkent@anvilmedia.com

Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.2

— Founded in 2000

— Headquarters in Portland, Oregon

— 40+ Clients

— Digital and Integrated Marketing Services

— Past & Present Clients

— Act-on

— EarthLink

— Janrain

— Microsoft

— Mindtree

— TrendMicro

— Xero

Overview

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Agenda: 4 P’s of MA

—Planning (bonus)

—People

—Process

—Promotion

—Platform

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What is Marketing Automation?

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Marketing Automation Fun Facts

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— 80% of prospects are likely to buy within the next 24 months (Act-on)

— Companies that excel in lead nurturing generate 50% more sales-ready leads... and they do it at 33% lower cost per lead (Forrester Research)

— 63% of B2B marketers allocate 10–29% of their marketing budget to marketing automation. – Pepper Global

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Planning: MA Adoption

— 91% of the most successful users agree that marketing automation is “very important” to the overall success of their marketing across channels. – Marketo & Ascend2

— 63% of companies successful in Marketing Automation plan to increase their Marketing Automation budget.

— Marketing automation is used by 42% of companies

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Planning: Benefits of MA

—Taking repetitive tasks out of marketers hands (36%)

—Better targeting of customers and prospects (30%)

—Improving the customer experience (10%)

—Better email marketing (9%)

—Reduction of human error in campaigns (8%),

—Lead management (4%) and multichannel marketing (3%)

— Redeye and TFM&A Insights

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Planning: MA vs. Traditional

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Planning: MA Components

— CRM integration— Lead/prospect Scoring— Mass email — Drip Campaigns— Workflows/automation— Persona profiling— CTAs— Landing pages— Forms— Social media publishing +

monitoring— Blogging tool— SEO/keyword tools

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Planning: MA Sizing Chart

— Organization with over $2MM revenue and over 5,000 contacts

— 1-2 dedicated marketing staff who love analytics, constant tweaking, strategizing, and producing content

— The pain that comes from using 10 different systems (Hootsuite, Google Analytics, MailChimp, free landing page builders, form builders, etc)

— Company size matters. (Buyer Zone, The State of B2B Lead Generation 2013 Report, Aug 2013)

— 76% – larger companies (> 100 employees)

— 26% – mid-sized companies (10-100 employees)

— 18% – small companies (< 10 employees)

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Planning: MA Myths Dispelled

1. You believe in the myth of ‘one and done’

2. You paralyze yourself with tech

3. You are using it only for email marketing

4. You are using it to be lazy

5. You are replacing humans with robots

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Planning: Most Common KPIs

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Planning: Building an MA Culture

— Prospective client wanted help with SEO

— Marketing was responsible for sales & marketing automation

— Managed with little support or respect from sales

— Acting VP of sales was also the CEO & Founder

— We assessed the 4 P’s & found the weak spot

— Recommended a consultant to work with the CEO & marketing team before moving on SEO

— Ended up working on SEO after they promised to work with an MA consultant

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5 Truths: My MA Experience

—MA doesn’t work without a supportive culture and team

—The system doesn’t work without critical mass

—Creating compelling content is a constant struggle

—The platform is the enabler, not the solution

—You will only use a small percentage of your MA platform’s capabilities

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People: The Engine

—The heart of any successful MA program

—Have talent to build, manage and optimize campaigns

—Beneficial talents: analytical and communications skills

—Requires support from executive management on down

—Sales and marketing teams must be fully aligned

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People: Most Desirable Skills

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People: The Missing Skills

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Process: The Secret Sauce

—Most undervalued component of MA

—Define early and often

—Fosters alignment by setting expectations

—Key components— Workflow & approval process

— Content creation

— Campaigns configuration & management

— Data analysis & segmentation

— Measurement & reporting

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Process: MA Truth vs. Reality

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Process: Getting Started

1. Set 2 goals

2. Connect to your CRM and decide which is the primary system of record

3. Set up a lead source hidden field on every form

4. Commit to a regular content publishing schedule

5. Identify your top 3-5 personas and create smart lists for them

6. Create one drip campaign/workflow

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Promotion: Content Strategy

—Resources: sales, marketing, customer service, product development, strategic partners & industry influencers

—Media types: text, images, audio, video, animation

—Formats: infographics, blog posts, articles, white papers, webinars, case studies

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Promotion: Customer Journey Map

—Develop content for all stages of the buying cycle

—Awareness: short-form content (infographics, blog)

—Interest: longer-form thought-leadership content (articles, white papers, webinars)

—Intent: product comparisons, product demos & case studies

—Purchase: FAQs, How-to’s

—Evangelism: product updates, company news, customer support, referral program

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Platform: The Enabler

—Technology is an enabler, not the ‘solution’

—The industry has evolved dramatically, providing a variety of options at various price-points

—Platforms have industry-specific applications or customization

—IBM owns two of the oldest MA platforms available today

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Platform: Technology Evolved

—When discussing a restaurant’s quality, have you ever heard the phrase: “The bigger the menu, the worse the food?”

—Great Marketing Now Depends on Tech Specialization

—Marketers Want Control, Customizability

—Integration is key: partnerships with adjacent technologies and promoting innovative integrations

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Platform: Capabilities Audit

—Automation

—Campaign Management

—Event Management

—Data Management

—Email Marketing

—Web Analytics

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—Survey Management

—Integrated Channels

—Landing Pages & Forms

—Technical Specification

—Training

—Customer Service

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Parting Thoughts

—Understand your needs

—Map platform capabilities to team experience and talent

—Create compelling content

—Ensure platform can grow and evolve with your business

—Fill the funnel via search engine and social media marketing

—Don’t buy a jet plane to fly across the street

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Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.

Resources

— The 4 P’s of a Successful Marketing Automation Program— Anvil Content Marketing Audit & Plan— 5 Ways Marketing Automation May Be Doing Your Business More Harm

Than Good— B2B Marketing Automation Platforms: A Marketer’s Guide— Compare Marketing Automation Systems — G2 Crowd Marketing Automation Product Comparison Tool— Marketing Automation Missed Its Mark – And Why That’s a Good Thing— Marketing Automation Vendor Evaluation Matrix (XLS)— R2Integrated: Marketing Automation Platform Comparison— Top 6 things you should do first with marketing automation— What is marketing automation anyway?— Marketing automation and lead nurturing: creating sales-ready leads

Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.

Questions & Next Steps

— Check out our Insights section for more resources— Email me to get a copy of this presentation— Sign up for our newsletter & follow us on social media— We can help you fill the sales funnel

@KentjLewisPresident & Founder@AnvilMediakent@anvilmedia.com