Drivers of Marketing Automation for Small Biz

www.hatchbuck.com | @TheeDanFreeman | #smallbizMA

What’s Driving Adoption of Marketing Automation?

Dan FreemanPresidentMarketing Growth Strategies LLCEmail: [email protected] Web: http://marketinggs.com Tel: 201 266-6919

mailto:[email protected]

http://marketinggs.com/


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Today’s Presenter

Dan FreemanPresident

Marketing Growth Strategies LLChttp://marketinggs.com


Agenda

• Drivers of Marketing Automation

• Adoption Rates

• Skills required for Success

• Content

• Data

• Marketing Processes


Why Marketing Automation


Creative Destruction


Transformation of Marketing

Top Down, Push Bottom up, Pull

From Madison Avenue…to Silicon Valley

Google’s Market Cap from Zero to $350 Billion in 15 years

1960s



1.3 Trillion Searches Annually

920 Million Web Sites

42 Million WordPress Blogs

500 Million Tweets Daily

4.5 Billion Facebook Likes Daily

144 Billion emails per Day

1.1 Billion Smartphones



Apps in iPhone Catalog



• Exponential growth in digital interactions

• Marketing is now more data intensive than Wall Street

• The primary challenge of marketing today:

How to manage the proliferation of content and data


Marketing Automation Defined

Marketing Automation software enables marketers to manage the complexity of modern marketing

related to the proliferation of content and data.


Product Lifecycle


Marketing Automation Adoption


Marketing Automation Adoption


Skills Required for Marketing Automation Success

• Technology Expertise• Streamlined Content

Creation • eMail List Building &

Data Management• Lead or Tag Scoring• Collaboration with Sales


Technology Expertise

• Spend the time to learn• Marketing Automation

vendors have abundance of rich content

• Choose a system that fits

• Devote resources to implementation


5 Steps for Streamlining Content Creation

1. Audit your content2. Map your content to

the buying cycle3. Identify the content

GAPS4. Create personas to

understand your target audience

5. Create a content plan


7 No-Brainers for Building an email List

1. Simply ask 2. Display an opt-in form prominently

on your home page3. Offer free content to capture

prospect information4. Include an offer in your email

signature 5. Incorporate opt-in form into all

social media6. Collect business cards at

conferences 7. Incorporate data collection into

your sales processes


Lead Scoring & Tag Scoring

• Quantifies digital interactions

• Behavioral vs Demographic

• Delivering quality leads to sales is marketing’s top priority


Collaboration with Sales

• Recognize marketing’s critical role in revenue generation

• Marketing creates relationships before a sales contact is made

• Marketing and Sales are part of a single customer acquisition process

“The aim of Marketing is to make selling superfluous.” -- Peter Drucker


Ready to Learn More?

www.hatchbuck.com

http://www.hatchbuck.com/


Q&A

Dan FreemanPresidentMarketing Growth Strategies LLCEmail: [email protected] Web: marketingtechreport.com Twitter: @TheeDanFreemanTel: 201 266-6919

mailto:[email protected]

http://marketingtechreport.com/


Ready to Learn More?

www.hatchbuck.com

http://www.hatchbuck.com/