Steve Susina is the Director of Demand Generation Services for Crain Communications and an expert in Marketing Automation. You've probably heard a lot about Marketing Automation. Perhaps you've even received emails from companies like Marketo, Hubspot, or Eloqua. Despite all the hype, there are good reasons why researchers predict that up to 75% of all firms will be using Marketing Automation within the next two years. Just what the heck is Marketing Automation and how does is make my life easier as a marketing professional? Isn't this whole behavior tracking and personalization just a little bit creepy? I'm spending all my time on content and link-building for SEO. Isn't that enough? We're just getting started--do you have any tips or advice for us? This presentation covers the basics Marketing Automation is--what is it, how is it used, and what results will it help you deliver.

1. Wine, Web, & Marketing Automation
August 27, 2013
Steve Susina
Director of Demand
Generation Services
Crain Communications /
Business Insurance
Magazine

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How many work in a building that
looks like a Marketo Revvie?
Photo
Source:
Thinkstock

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How business used to sell . . .
• Buy or rent lists
• Sort by region/rep
• Assign
• Make reps spend their days cold calling
• Profit
Supported by Brand
Advertising & Public
Relations

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Crain & our Challenges
• Publisher of Business
and Trade Publications
– Business (Crain’s Chicago Business)
– Healthcare (Modern Healthcare)
– Marketing (BtoB, Advertising Age)
– Manufacturing (Automotive News)
– Financial Services (Business Insurance)
• Our Industry trends
– Flat/Declining marketing budgets
– Smaller proportion spent on print ads
– Emergence of Content Marketing
– Shift to mobile devices
Yet, business media still plays a vital role in
educating the customer universe

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3 Basic Objectives of Marketing
Automation Systems:
Generate Leads
Nurture Leads
Qualify Leads

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Seems like a simple, straightforward
process, right?
Generate Leads
Nurture Leads
Qualify Leads

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Reality is more complex
Source: Forrester Research

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Translates to the “Demand Waterfall”
Prospect
MQL
SAL
SQL

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The “old” Sirius Decisions Demand
Waterfall
Prospect
MQL
SAL
SQL

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Sirius Decisions Demand Waterfall
Prospect
MQL
SAL
SQL

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DemandGen – “Hourglass”
Prospect
MQL
SAL
SQL

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Regardless of Process, Optimization
is goal
Move Leads from
stage to stage
Attract & Engage
new prospects
Optimize
conversions
Pass to sales for
closure
Measure

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Enter Marketing Automation.

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Market History & Consolidation:

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Basic Components of an MA system:
• Database of Prospects/Leads
• Digital Asset Creation Capabilities
– Landing Pages
– Registration Forms
– Email Messages
– Content Management (for images, PDFs, etc)
• Marketing Campaign Automation
– Email Marketing (Batch & Blast)
– Triggered Events
– Sequenced Events
• Lead Evaluation (Scoring) Capabilities

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LEAD GENERATION

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LEAD SCORING

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What is Marketing Automation?
1. Software that gives a company the tools it needs to
accelerate the sales funnel:
– 10% Increase in Revenue (Gartner)
– 26% Increase in Lead Conversions (Aberdeen)
– 33% improvement in Cost Per Lead (Forrester)
2. Software that Manages time consuming,
complex & repetitive tasks:
– Campaign Management
– Monitoring Website activity
– Delivering content
– Email Marketing
– Lead Database management
– Analytics
– Behavior/Tracking
– Demographics

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What is Marketing Automation?
• Deliver Marketing Content
– Right mix of information
– Right stage of the buying cycle
– Delivered via a structured
systematic approach that requires
minimal active intervention
• Rate Engagement
– Monitor engagement with relevant
content
– Reflect relative importance of
engagement
• Qualify to Buy-Ready
– Identify the behavioral signals that suggest someone is ready to
speak with a sales professional.

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My Working Definition of Marketing
Automation
• Capabilities that make it easy for you to deliver:
– The right content
– Via the right environment
– Using the right tools
• To manage your:
– customer data
– marketing content
– marketing engagement
• To help you:
– Identify potential sales prospects
early in the buying cycle
– Assist them (and monitor them)
as they move through the buying cycle
– And turn them into Qualified Leads
Customer
Database Marketing
Content
Engagement
Strategy

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Why? Managing Complex &
Repetitive Tasks: e.g. webinar
• Asset Creation:
– Email Invitation
– Landing Page
– Registration Form
– Thank-You Landing Page
– Calendar Reminder
– Thank-You Email
– 24 Hour reminder
– 1 Hour Reminder
• Programming:
– Send Invitation
– Collect Data from
Registration Form
– Send Thank-You and
Reminder messages
– Send registrant data to
Webinar hosting service
– Send One follow-up
message to attendees
– Send a different one for
no-shows

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Let’s Look at an Example:

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• Website Template:
• Marketing Automation Template:
Difference between Web Page &
Landing Page
Why? Drive to a single CTA

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Progressive Profiling Forms

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Progressive Profiling Forms

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Reduce Registration Friction
• Studies: there is an inverse relationship between
number of fields and number of completions
• Marketo Progressive Profiling Example
– Reducing form from 9 fields to 5 field significantly increased
form completion rate – 45% improvement over baseline
• Theoretically, if we have enough information we
can we eliminate registration form altogether
– Data exists in Marketo (Name, Company, Job Title, Phone,
etc.)
– Activity is monitored (Clicks link in Email)

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Landing Page Template
Template
Template

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Drag & Drop to Create Landing Page
Rich Text Form
Image
Button is
programmed to
open a 2nd
landing page . . .

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Follow-Up or Thank You Landing Page

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Patterns start to emerge
Rich Text Image
Template
Template

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And with the email . . .
Button is
programmed to
go to landing
page. . .

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And again, the patterns. . .
Rich Text
Image
Template
Template
Image Button is
programmed to
go to landing
page. . .

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Behind the Scenes – Send an Invite:

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Behind the Scenes – Triggered
Activity:

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Behind the Scenes – Campaign Flow:

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Nurturing (Sequential Email) Example
• Ac2on:
Request
Campaign:
Welcome
Email
Series
1. Call
to
ac2on:
Sign
up
for
segmented
newsleBers
2. Call
to
ac2on:
Sign
up
for
“Solu2on
Arc”
3. Call
to
ac2on:
Watch
Video
4. Call
to
ac2on:
Send
message
to
editor

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How do I keep this all straight?

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Finally, some tips on making
Marketing Automation Useful:
• Learn basics of CSS/HTML
• Map out your entire campaign before starting to code
– know what you have to build, and any dependencies.
• Accept that there is more than one way to accomplish
just about anything via Marketing Automation!
• Begin with the end of the campaign in mind
• Take on some stretch concepts – eg. APIs
• Invest time (and budget) for
data quality. each year
• Review basic rules of logic
(those 5th Grade Venn Diagrams!)

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A Few Other Things Learned on the
Highways and Byways of Marketing Nation
• Accept that there is more than one way to accomplish
just about anything via Marketing Automation!
• Beginning with the end of the campaign in mind
• Take on some stretch concepts – e.g. APIs
• Invest time (and budget) for
data quality
• Review basic rules of logic
(those 5th Grade Venn Diagrams!)
A B

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Contact Information
Steve Susina
Director of Demand Generation Services
Crain Communications / Business Insurance
150 N. Michigan
Chicago, IL 60601
Email: ssusina@crain.com
Phone: 630.660.3595
Twitter: @ssusina
LinkedIn: http://www.linkedin.com/in/susina