using marketing automation to grow your business

Blue Fountain Media | Joe DiNardo

UsingMarketing Automation

to Grow Your Business

Presented by Joe DiNardo - Marketing Director


What is Marketing

Automation?


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


Marketing Automation is a one-on-one conversation at

scale


MarketingPersonalization


Giving users the content they want and need in order to

accelerate their journey through the funnel


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


Great. So HOW do we do

that?!


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…


It fits them perfectly

As it turns out, not everyone is a model.


When most users

try your website

on…

it doesn’t fit so

well.


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


But how do I know who is visiting?

98%of site visitors are anonymous


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


The Result?

113%Increase in engagement & conversions


Great, we’ve made contact.

Now what?


Marketing Personalization continues via email

marketing


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


Building an Automation Program For Success


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

entry point - Just to name a few.


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

content


Design Our Workflow

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


Build Our TemplatesDesign the foundation of your marketing messages


Develop Content Rules

Choose what content is static and what content is dynamic


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

when to send to sales


Set Our ScheduleDetermine when a user receives an email and what

content they should get


Receive Accolades

(and promotions)

Press “Play”

Move Leads Through Funnel

Close More Sales


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


Thank You!

using marketing automation to grow your business

Marketing

user users

content matrixidentify

content ruleschoose

marketing messages

marketing roi

content pieces match

users toconsume information

funnel wetrack