The Essentials of Marketing Automation for Small Businesses

Moderator: Frank DaysLori Cohen, VP, Marketing, MSTDavid Karp, VP Marketing CurrenseeWilliam Toll, VP Marketing ProfitBricks

You will learn

How marketing automation can help you do your job more effectively

The essential features you should consider

Best practices for using marketing automation

How marketing automation can help you do your job more effectively?

Better marketing

Better return marketing dollar, more efficient

Mass customization and personalization

Better experience - don't have to complete form every time

Engage prospect lifecycle

More research done by prospect than ever

Need to be responsive once connected

Better analytics = better communications

Capture people for remarketing

Know when they come back

A single system

Simplifies multiple tools into one

Brings it all together

Reporting to track and analyze leads

Help you identify the right assets for the appropriate stage the journey

Improve sales and marketing process

Automate inbound leads handling to sales team

Prioritize “best leads” means immediate response

Means more consistent lead handling and higher conversion rates

Essential features to consider

Essential features to consider

Workflows and smart segmentation Email “drip” workflows Landing pages Lead scoring Tracking with cookies Social media integration Multichannel attribution Analytics Consolidated reporting Budgeting Think about what matters most to your company!

Best practices for using marketing automation

Getting started

Understand your process before automation

Agreement with sales team on nurturing

Commitment with sales on follow up

Good CRM integration is essential

Making it happen

Start small and prove success

Think about naming conventions

Continuously review and improve

Particularly scoring and landing pages

A skilled consultant for setup can help

In summary

Don’t believe the hype

Start with a strategy not a vendor

It is not magic You need need regular, awesome content It requires attention – can’t set and forget And lots of testing

But it can transform the way you work and improve things in surprising ways

The Essentials of Marketing Automation for Small Businesses

Frank Days fmdays@tangyslice.com @tangyslice

Lori Cohen, VP Marketing, MST lorircohen@gmail.com @catstrat

David Karp, VP Marketing, Currensee dkarp@limeduck.com @limeduck

William Toll, VP Marketing, ProfitBrick utollwi@gmail.com @utollwi