Presented by Matt Hodkinson of Influence Agents at our inaugural Marketing Automation Live - part of Inbound Marketing Week 2014 - this presentation outlines the methodology behind a successful marketing automation effort.

1. Successful Marketing
Automation
Matt Hodkinson
CEO, Influence Agents
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!
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@matt_hodkinson!
#InboundMarketingWeek

2. The 4 Layers of
Marketing Automation
Layer&1&
Layer&2&
Layer&3&
Layer&4& Distribution
Content
Strategy
Technology

3. • CMS!
• Email Automation!
• CRM!
• Analytics
Technology

4. CMS
• Ability to create pages on the fly
• Targeted landing pages for lead capture
• Blogging = Traffic + Social Referral + SEO
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5. CMS

6. Email Automation
• Email still works … if you set the right tone
• More than just “auto-responders”
• The heart of your lead nurturing effort
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7. Email Automation

8. CRM
• As much about Process as about Tools
• No “one size fits all”
• Must be used in Anger to properly evaluate (in our
experience)
• Consider integration capability
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9. CRM

10. Analytics
• More than just Website statistics
• Use for Social, Web, Email, Lead Management,
Sales and more…
• Affords access to Growth Hacking and continuous
improvement of the marketing funnel
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11. Analytics

12. • Funnel Structure!
• Stages of the Inbound
Marketing Funnel!
• Qualification &
Progressive Profiling
Strategic Framework

13. Funnels
• Your best prospects might not be ready to buy yet
• Where the timing is right, your product/service also
needs to be right
• Where the timings isn’t right, great CRM process
needs to ensure no “leaks” in the funnel
• Have you got the time to “hand-hold” every
prospect through the nurturing journey?
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14. Information
Qualified
Lead
Marketing
Qualified
Lead
Sales
Qualified
Lead

15. MoFu
Offer
ToFu
Offer
Thank
You
Page
Email #1 Email #2 Email #3
Quiet
List
2 days 5 days 5 days

16. Progressive Profiling

17. • Lead Magnets • Email Copy • CTA’s

18. Lead Magnets
• Know your Buyer Personas inside and out
• Design “premium” content that attracts ONLY your
target buyers
• Compelling and relevant titles and tag-lines can
accurately pre-qualify
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20. Email Copy
• Get it Opened
• Set the tone early - double opt-in or content delivery via email can help
• Compelling subject line
• Personalisation
• Get the Click-through
• Compelling and attractive CTA
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21. CTA's

22. The “Lean Team” Skill Set
! ! Designers!
!
Developers!
!
! ! Copywriters!
!
Marketers

23. • Legacy Lists!
• Social!
• Communities!
• Influencers!
• Offline to Online
Distribution

24. A Huge
Challenge for
Many Businesses
Today…
Now that we have
content, how do we get
it seen by the right
people?

25. Legacy Lists
• Keep it Inbound - Think of legacy email lists/
databases as a “Re-activation” exercise
• Use segmentation to maximise results
• Promoting content and/or social proof trumps
product/service promotion
• … then let the Marketing Automation engine do the
rest!
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26. Social Distribution
• Your Social Media presence becomes even more important
• Do you have a large following?
• More importantly, do you have reach?
• Even more importantly, do you have TARGETED reach?
• Are you fishing where the (right) fish are?
• Platform choice
• Social = SEO*

27. Communities

28. Influencers
• When building a community from scratch seems
like hard work!
• Efficient networking … one-to-one-to-many
• Influence is contextual - choose by relevance as
well as reach
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29. Influencers

30. Offline to Online
• Inbound can compliment your outbound activities -
Telemarketing, DM, Events, etc.
• Improve conversion rates by promoting at the top
of the funnel (content) rather than the bottom
(appointments)
• A “safety net” for more transactional offers
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31. Bringing it All
Together
A plan for implementing
Marketing Automation in
Your Business

32. Get the Tech
• Lots of Integrated Tools
or…
• All-in-One!
• Hubspot
• Other products are available

33. Choose your Strategy
• Which Funnel fits your
Business?
• Help your Prospects
move themselves
through the sales funnel
• Learn from those who’ve
made the mistakes

34. Create Content
• Design Content to Qualify
• Build your Team of
Creatives
• Design
• Copywriting
• Dev
• Marketing
• oDesk, eLance, PeoplePerHour

35. Build Distribution
• Find your Market
• Fish where the Fish are
• Be efficient and
consistent

36. Case Study

37. Case Study

38. Case Study

39. Questions?