This document summarizes a webinar about taking a bite-sized approach to marketing automation. It discusses survey results showing that focusing first on key areas like email marketing, lead nurturing and landing pages leads to better outcomes than trying to utilize all automation features at once. The webinar also shares examples of companies that started small with automation and grew into it over time, gaining more value as they expanded usage of the system. Attendees were offered a free Genius marketing automation account to get started with key features.

1. Taking a Bite-Sized Approach to
Marketing Automation
Featuring New Survey Data from DemandGen Report

2. Welcome Webinar Attendees
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3. Speakers
Andrew Gaffney
Editor
DemandGen Report
Matt West
Director of Marketing
Genius.com

4. About DemandGen Report
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5. New Executive Briefing:
Measured Approach To Marketing
Automation Shows Biggest Payoff
Available to All Attendees

6. Marketing Automation is a process

7. Rate the level of priority given to each functional area PRIOR to selecting/
deploying a marketing automation solution.
82.1%
Email Marketing 14.3%
3.6%
43.7%
Drip Email Marketing 34.5%
21.8%
60.7%
Lead Nurturing 23.2%
16.1%
Very Important
35.7%
Lead Scoring 41.1%
23.2%
Somewhat
Anonymous Visitor Tracking
27.8%
46.3%
Important
25.9%
Not Prioritized
63.6%
Web Forms 21.8%
14.5%
58.2%
Landing Pages 34.5%
7.3%

8. Which of the following features/functionality would you cite as being effectively
used by your team after you deployed?
1.8%
Email Marketing 9.1%
89.1%
19.2%
Drip Email Marketing 42.3%
38.5%
14.5%
Lead Nurturing 54.5%
30.9% Not Using
38.9% Using Somewhat
Lead Scoring 29.6%
31.5%
Effectively Using
28.3%
Anonymous Visitor Tracking 37.7%
34.0%
7.3%
Web Forms 27.3%
65.5%
9.1%
Landing Pages 30.9%
60.0%

9. Email Marketing
Prior to selecting/deploying marketing
automation…
…after selecting/deploying marketing
automation

10. Web Forms
Prior to selecting/deploying marketing
automation…
…after selecting/deploying marketing
automation

11. Landing Pages
Prior to selecting/deploying marketing
automation…
…after selecting/deploying marketing
automation

12. Lead Nurturing
Prior to selecting/deploying marketing
automation…
…after selecting/deploying marketing
automation

13. How long have you had the system in place?
17.9%
26.8%
Less Than 3 Months
3-6 Months
10.7%
6-12 Months
1-2 Years
Over 2 Years
23.2% 21.4%

14. What percentage of your marketing automation solution’s full features and
functionality would you say your team is currently utilizing today?
42.9%
21.4%
14.3% 14.3%
7.1%
10-20% 20-30% 30-40% 40-50% More than 50%

15. Growth Curve: System Utilization Over Time

16. Growth Curve: Performance Payoffs Over Time

17. Lead Scoring
…after selecting/deploying marketing automation

18. What is the biggest hurdle your organization sees as the reason for not getting
more out of your Marketing Automation System
Lack of Internal
11.7% Resources (Need
someone to run it)
Lack of Knowledge
12.8% 35.1%
Lack of Integration with
12.8%
Other Systems
System is Limited
27.7%

19. In hindsight, would you have preferred to rollout a system that allowed you to
grow into the features, vs. paying for every feature out of the gate?
46.4%
Yes
53.6% No

20. How to Get a Free $20k
Marketing Automation System
Company: Networking Company
1. Dec ’09: Signed up with 2 users for Email Marketing (This is now free)
2. Took advantage of the free training, saw immediate success
3. May ’10: With the ROI generated, added new features: track anonymous
visitors and host web forms
4. Sept ‘10: With additional ROI achieved, Upgraded to Full Automation Product:
Began Nurturing and Scoring.
5. Since Then, have added dozens of users and every feature possible.
6. Now have a $20k Marketing Automation Solution--with no Cash Out!

21. Baby Steps to Marketing Automation Success
Marketing Prospect Sales
Opens Email
Visits Web Site
Sends Email Sees Instant Ad
or Web Link
Chats
Fills Out W2Lead

22. Baby Steps to Marketing Automation Success
Twitter
Google
Ads Marketer
LinkedIn
Company
blog
Prospect
Sales

23. What were the business objectives that you were looking to address when you
decided to deploy a marketing automation solution?
Increasing Flow of Qualified Sales
27.0%
Opportunities
Generating More Leads 26.4%
Personalizing Communication With
16.7%
Prospects
Re-engaging Inactive Leads 13.9%
Learning More About Interests of
11.1%
Prospects
Other 4.9%

24. Lead/Revenue
Contribution of 25.0%
Marketing
Drip Marketing
Capabilities
21.5%
Marketing ROI
Measurement
21.5%
Solution's Ease of
Use/Simplicity
17.5%
Improved Email
Deliverability
12.8%
to you in adopting marketing automation?
What were the key functions that were attractive
Other
1.7%

25. Lead/Revenue
Cpmtribution of
34.0%
Marketing
Marketing ROI
Measurement
21.2%
Drip Marketing
Capabilities
20.4%
Improved Email
Deliverability
18.6%
Solution's Ease of
8.8%
Use/Simplicity
beneficial since adopting marketing automation?
Which key functions have you utilized most and found to be most
Other
0.9%

26. Ques%ons
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27. Thank you for attending
today’s webinar!
Webinar Offer:
 Attendees will be provided access to
a free Genius account, with access to
a full suite of email marketing and
demand generation tools.
 GO TO WWW.GENIUS.COM/LP/FREE
For more information on these topics,
please visit:
www.demandgenreport.com
www.Genius.com
www.theconnectedmarketer.com