Marketing Automation 101

The Basics of Marketing Automation

Business

What it is
The streamline and automation
of marketing tasks so companies
can increase operational
efficiency and grow revenue
faster.

Works Best For
• Complex Buying Processes
–

• Long Buying Cycles
–

Middle of the Funnel

Inbound
Marketing

Marketing
Automation

Sales

The Point is
• Generation of Leads
• Tracking Marketing ROI
• Automation or Processes

Benefits
• Agencies
–
–

• Small Medium Size Businesses
–
–
–
–
–

What's hot

Invoca's ABM Journey

Invoca

#FlipMyFunnel Austin - Jim Walker - A Practitioners Approach to Building An ...

edrone All hands product 2019 1/10

Michał Blak

#FlipMyFunnel Austin - Jesse Ariss - When it Comes to ABM: Blow. Don’t Suck.

Account Based Marketing in Action

Curious to peek under the hood of Marketo’s social media marketing engine? Watch Lisa Marcyes, Sr. Social Media Marketing Manager, as she discussed the key elements to fueling a world class social media marketing strategy—from strategy, to content, to metrics. You’ll learn how to develop a winning social media marketing strategy, how to choose the right social platforms for your organization, and he best ways to measure social media marketing to determine real business ROI.

Marketo's Secrets to Social Media Marketing

The B2B buyer has changed. With a limitless world of information, endless options, and reviews at their fingertips, your buyer now holds all the cards. However, most businesses haven’t accounted for this shift in the balance of power. They continue putting out generalized marketing content to customers who want and expect a personalized experience. So determined to change that, we partnered up with Drift to explain the new way to market to customers in the digital age. Watch Drift’s Dan Murphy and Marketo’s Paulo Martins run through the simple tweaks you can make to your website experience to engage more prospects and skyrocket your conversions.

Sales management software

Engagedots Inc

5 frequently asked questions about marketing automation!

CedCommerce

How To Build A Website Experience That'll 10x Your Conversions: 5 Tweaks To Make

Trends in Marketing Automation - April 2018.pdf

CharlesTAdesina

Expert Tips and Tricks: Your Account-Based Marketing Questions Answered

Account-Based Marketing means taking a different approach with both strategy and tactics. But it also requires measuring your performance in different ways. How do you know your ABM programs are succeeding? What should you be measuring progress against? And what are the three or four metrics that you should pay attention to above all else? We’ll explore these measurement issues and give practical advice on how to understand your ABM performance.

ABM Analytics Super Bowl 6: ABM Performance – Measuring the Things That Matter

Engagio

How to Pick the Right Marketing Automation Platform

Net at Work

Check out our webinar as part of Uberflip’s ABM Hacks series, where Marketo’s Charm Bianchini, Senior Director of Enterprise Marketing, and Uberflip will share their secrets for improving the results from your account-based marketing efforts. Whether you're a seasoned ABM user or embarking on your first ABM campaign, you’ll learn the tips and tricks you need to improve the effectiveness of your ABM tactics.

5 Critical Steps to Account-Based Marketing

Rakuten Germany is changing their marketing strategy from a channel-specific approach to a multichannel approach in order to improve the customer journey. In response, the company is building a growth marketing team whose target is to grow KPIs influencing the whole customer journey. In his presentation, Sebastian Rasterhoff will reveal how this team was built and their marketing results. PRESENTER Sebastiaan Rasterhoff, Head of Growth, Rakuten

Driving Growth By Aligning Marketing Operations & Technology With Sales

Bedrock Data, Inc.

Rakuten's Growth Marketing Strategy

MediaPost

The “Battle for the Investor” has increased in complexity and investments organizations are trying harder than ever to differentiate themselves. The “winners” right now are defining strategies that address the current trends, but maintain the standards and philosophies that they are based on. The investor is becoming more sophisticated due to increased financial press coverage and easy access to less expensive investment information. Is your organization attracting the right clients and meeting those expectations? Join this webinar to hear Joe Paone, Sr. Marketing Manager at Marketo and John Kariotis, President, AmberLeaf Partners, discuss the landscape and strategies for asset managers to succeed.

Optimize Your Asset Management Marketing Performance and Increase Client Acqu...

The Ultimate Search Benchmark Webinar

DemandWave

#FlipMyFunnel Atlanta 2016 - Daniel Gaugler & Megan Reed - NetGain Technologi...

What's hot (19)

Invoca's ABM Journey

#FlipMyFunnel Austin - Jim Walker - A Practitioners Approach to Building An ...

edrone All hands product 2019 1/10

#FlipMyFunnel Austin - Jesse Ariss - When it Comes to ABM: Blow. Don’t Suck.

Account Based Marketing in Action

Marketo's Secrets to Social Media Marketing

Sales management software

5 frequently asked questions about marketing automation!

How To Build A Website Experience That'll 10x Your Conversions: 5 Tweaks To Make

Trends in Marketing Automation - April 2018.pdf

Expert Tips and Tricks: Your Account-Based Marketing Questions Answered

ABM Analytics Super Bowl 6: ABM Performance – Measuring the Things That Matter

How to Pick the Right Marketing Automation Platform

5 Critical Steps to Account-Based Marketing

Driving Growth By Aligning Marketing Operations & Technology With Sales

Rakuten's Growth Marketing Strategy

Optimize Your Asset Management Marketing Performance and Increase Client Acqu...

The Ultimate Search Benchmark Webinar

#FlipMyFunnel Atlanta 2016 - Daniel Gaugler & Megan Reed - NetGain Technologi...

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Presentation -- The Rise of the Marketing Technologist (pptx)

Trying to decide whether Adobe Marketo Engage or Salesforce Pardot is the right marketing tool for your B2B business? They both are great tools for marketing automation and lead nurturing, and the key differences may depend on what you're looking to prioritize. To help you figure it out, here's an in-depth guide that goes over the main features and advantages of both Marketo and Pardot, especially in regards to what these MarTech tools can really do for you.

Presentation -- Marketo vs Pardot: Which Is Best For Your B2B Business? (pptx)

This presentation gives examples of reports available and specific things which need to be in place to get the most out of your reporting in Marketo. We examine what stops good reporting, compare First Touch vs Multi Touch, and provide a handy Reporting Requirements Checklist. Initially presented at the Toronto Marketo User Group on Nov 10, 2015 the presentation covers best practices for reporting in Marketo.

Presentation -- Marketo Reports Best Practices (pptx)

Presentation -- Preparing for a Marketo Implementation & Managing Your First ...

How to rate what leads are "hot" and what leads are "not"? Marketing automation software technology allows you to do that. This presentation includes best practices for creating Lead Scoring models. The examples given are based on Marketo, however the same principles can be used in many other marketing automation solutions. The presentation was initially made at the Marketing Automation Toronto MeetUp focused on Lead Scoring. http://www.macromator.com/lead-scoring-meetup-marketo-examples/

Presentation -- How to Create Lead Scoring Models with Marketo Examples (pptx)

Marketing automation can be used by organizations to transform marketing into a science. Email is the main communication channel for marketing automation but there is much more. It’s like email marketing on steroids. When you graduate from email marketing, you start using marketing automation. Many small businesses say they send a monthly email and can tell who clicked on what. That might be good enough lead nurturing for a mom and pop shop, but for a medium size and up company a little more insight is required. What is the point of marketing automation? 1. Lead Generation 2. Track Marketing Revenue 3. Automation of Tasks 4. All-in-one Marketing System 5. Integration with Customer Relationship Management (CRM) systems Marketing Automation is a middle of the funnel activity. If inbound marketing such as SEO brings traffic to your website, marketing automation is what happens next. Because a lot of the purchasing decision is made before your clients even establish first contact, therefore you need to make sure they are exposed to the relevant information. Main Marketing Automation Features: 1. Lead Scoring 2. IP Matching 3. B2B Data Acquisition 4. Progressive Profiling 5. Interaction History 6. Works Flows - IFTTT Lots of tools are available to choose from! Software like Eloqua, Silverpop, eMarketeer and Infusionsoft started more than 10 years ago, but more recently Marketo, Pardot, HubSpot and Act-On appeared on the market. In order to use these systems to their full potential you need marketing strategy knowledge, web/graphic design skills and database fundamentals at least. Having all these becomes a real problem for agencies and marketing departments. First presented at #InboundTO MeetUp on May 16, 2013.

Presentation -- How Scary Is The Future Of Marketing (pptx)

Presentation -- GDPR Compliance: What Marketing Operations Need to Know (pptx)

Technology enables both departments to work together, but to often they have conflicting interests. This practical guide to aligning marketing activities with the sales process focuses on actionable take ways marketing departments can implement when they get back to their organizations: - Alignments of goals: Revenue targets - Understanding the data used by both departments - Streamlining processes for lead handover when is qualified - Setting the correct expectations with each other - Defining the roles, responsibilities and expectations from each other

Presentation -- Aligning Marketing Activities with the Sales Process (pptx)

Here's how we act as a natural extension of a marketing operations team! Macro helped a fast growing tech enterprise focused on both virtual and in-person events, such as education webinars and informational sessions, organized on a monthly basis. However, their marketing operations team lacked the tactical skills needed to run the campaigns, manage the marketing automation platform, and also work on any process improvements. The client came to Macro because of our experience solving these marketing operations bottlenecks. The results? Here's what we achieved for this client: Better Pipeline: - 55.31% Increase in Lead to MQL Ration. Better Engagement Lift: - 106% Increase in clients reached - 2% Jump in overall open rate - 5.5% Increase in Click-Through Rate Increased Efficiency & Scale: - 70% Reduction of time from Request to Sent - 200% Increase in monthly campaigns executed

Macro Case Study -- Email Marketing Outsourcing (PDF)

Macro Case Study -- Partner Marketing (PDF)

Macro Case Study -- Managed Services (PDF)

Macro Case Study -- Lead Nurturing (PDF)

Here's how we act as a natural extension of sales & marketing teams! Macro identified the need for a client in hyper-growth mode to receive global comprehensive support in Marketo campaign management and execution, reporting and dashboard creation, Salesforce admin support, and ongoing managed services. The client came to Macro because of our experience solving these marketing operations bottlenecks. Macro's agility to adapt to evolving needs, collaborate effectively, and deliver exceptional results, solidifying the partnership as a trusted extension of their marketing team.

Macro Case Study -- Revenue Operations Support (PDF)

Partner Marketing - A Macro Case Study