This presentation was delivered at the Healthcare IT PR and Marketing Conference in Atlanta,GA. The presentation provides insights into five frequently overlooked success factors, and offers practical tips and techniques to help any organization get the most out of their solution. Attendees will come away from this session with a keen understanding of how to develop a comprehensive strategy, engaging content as well as practical tips and techniques that will drive brand awareness, establish thought leadership and increase quality lead generation through marketing automation.

1. Failure to launch? Tips for overcoming
common marketing automation pain points

2. Presenter: Steve Giovinazzo
Steve Giovinazzo
Regional Vice President, Healthcare & Life Sciences
Salesforce Pardot
With more than 15 years of healthcare sales and marketing experience, Giovinazzo
has seen firsthand the evolution of marketing in the healthcare industry. Prior to
Salesforce, Giovinazzo held various leadership positions as VP, President & CMO at
several digital healthcare communications firms. He received his MBA from Rotman's
School of Management at the University of Toronto, and currently resides in Toronto.

3. Presenter: Becky McLaughlin
Becky McLaughlin
Director of Marketing
MRO Corp
McLaughlin oversees the company’s brand management and drives an integrated
marketing strategy that includes public relations, branding, marketing automation
and social media. Prior to joining MRO, McLaughlin directed marketing efforts at a
national specialty insurance agency. McLaughlin is a Certified Salesforce Pardot
Specialist. She received her B.S. in journalism from Syracuse University.

4. Presenter: Shana Tachikawa
Shana Tachikawa
Director of Communications
Stoltenberg Consulting
Stoltenberg Consulting is a healthcare information technology consulting firm
providing project management, implementation support, integration between
systems and other professional services for healthcare organizations. With
Stoltenberg, Shana handles communication endeavors from social media and
company collateral to tradeshows and event planning. Shana received her BA from
Ohio Northern University and MBA from the University of Findlay with
concentrations in organizational leadership and marketing. She currently lives in
Columbus, OH.

5. Presenter: Nicole Wojno
Nicole Wojno
Director of Marketing
Dodge Communications
Wojno oversees all marketing automation and content marketing services for
Dodge and the agency’s clients, serving as the lead strategist for these accounts. In
this role, she works with clients to understand their goals and develop a custom
plan to nurture prospects, convert them to customers and deliver measurable ROI.
Wojno ensures every marketing plan includes a strong strategic base that connects
the company’s value proposition to the needs of their buyer while working closely
with clients to drive integrated thinking which leads the development and execution
of all marketing automation projects.

6. 4 pain points that marketers experience when using
marketing automation
1. Implementing an overarching,
integrated communications program
2. Aligning sales and marketing
3. Developing a full range of fresh,
engaging content
4. Optimizing inbound marketing
programs for lead generation

7. We are struggling to implement
an overarching, integrated
communications program that
aligns with our marketing
automation efforts, how can we
do that?

8. Pain point #1: implementing an overarching, integrated
communications program
● Participating in cross-department collaboration
● Keeping assets current and engaging
● Leveraging multi-channel marketing
● Optimizing inbound marketing programs

9. Leveraging multi-channel marketing

10. Optimizing inbound marketing programs
Attract
Convert
Nurture
Retain

11. We’re having trouble aligning
sales and marketing efforts, how
can we fix this?

12. 78%
78% of opportunities go
to the company that
responds first.
–Harvard Business Review
80%80% of contacts who
express an interest
today but do not
invest, will do so in the
next 24 months.
-SiriusDecisions
50%Lead Nurturing generates
50% more sales-ready
leads at 33% lower cost.
-Forrester Research
Aligning marketing and sales drives revenue acceleration
and efficiency

13. Pain point #2: aligning sales and marketing
● #1 - Determine necessary collateral to support sales efforts
– Regular meetings/cadence between marketing and sales leadership
– Survey reps to understand where the sales bottlenecks exist
● # 2 –Develop targeted collateral to drive engagement
– Implement a collaboration platform to share content for distribution
– Categorize to make it easy for sales to find/distribute
● #3 - Develop a sales enablement program
– Regularly train sales teams on how to best leverage your collateral
– Share success and stories

18. We don’t have the budget to
develop a range of engaging
content that appeals to multiple
audiences at different points in
the sales cycle, how can we use
what we have?

19. Pain point #3: developing a full range of fresh, engaging
content
● Creating a content strategy based on sales funnel stages
● C.O.P.E.
● Identifying gaps in content and areas for improvement

20. Create a content strategy based on sales funnel stages
Awareness
Stage
Evaluation
Stage
Decision
Stage
Provide content such as
a blog post, infographic,
editorial content, tip
sheet, educational
white paper, eBook or
how-to video.
Provide content such as
an expert guide,
research report, demo
video, FAQs doc, product
video or literature or a
case study.
Provide content
such as a vendor
comparison, free trials,
demo, consultation,
or a client testimonial.

21. C.O.P.E.
BLOG
POST
POST-
SHOW
EMAIL
DRIP
EMAILS
DATA
SHEET
ADS
EBLAST
TEXT AD
SOCIAL
MEDIA
LANDING
PAGE
MEDIA
RELATIONS
BLOG
POST
FEATURE
ARTICLE
BYLINED
ARTICLE
DRIP
EMAILS
WHITEPAPER
SOCIAL
MEDIA
CASE STUDY
BLOG
POST
DRIP
EMAILS
TRADE SHOW
SPEAKING
ENGAGEMENT
VIDEO
RECORDING
DRIP
EMAILS
SOCIAL
MEDIA
CLIENT
INTERVIEW
DRIP
EMAILS
BLOG
POST
SOCIAL
MEDIA
LANDING
PAGE
LANDING
PAGE
BANNER
AD

22. We’re not generating many
conversions from our landing
pages and forms, what’s going
on?

23. Paint point #4: optimizing inbound programs for lead
generation
● Determining the right type of content to gate
● Developing visually appealing landing pages
● Including compelling copy and a strong CTA
● Leveraging value exchange and progressive profiling

24. Developing visually appealing landing pages

25. Including compelling copy and a strong CTA

26. Leveraging value exchange and progressive profiling

27. Thanks for attending
Nicole Wojno
https://www.linkedin.com/in/nicolewojno
Becky McLaughlin
https://www.linkedin.com/in/beckymclaughlin25
Shana Tachikawa
https://www.linkedin.com/in/shanatachikawa
Steve Giovinazzo
https://ca.linkedin.com/in/stevegiovi

28. Visit our microsite
http://www.dodgecommunications.com/what-is-marketing-automation
White papers | Data sheets | Blogs | Infographics | Videos
Thank you.