This document provides an overview of marketing automation platforms and guidance on selecting a platform and mapping out initial campaigns. It discusses key platform features like email marketing, landing pages, dynamic content, CRM integrations, and APIs. It also offers tips for defining a customer flow, focusing on plain content over templates, sending emails from real people, and ideas for initial campaigns like lead nurturing, referral programs, onboarding sequences, and cross-selling. The document emphasizes having a plan, investing in high-quality content, and segmenting lists.

1. A Practical Guide to
Selecting a Marketing Automation Platform
and Mapping Out Your First Campaigns

2. Hi, I’m James
I work at
The Solutions Group

3. I used to be
a computer nerd

4. I used to be
a computer nerd
a server engineer

5. I used to be
a computer nerd
a server engineer
a web designer

6. Now:
I rock a
variety of
different titles

7. Marketing Automation
Overview

8. It’s Not a Miracle Cure

10. Platforms

11. Platforms

12. Specific features
• Emails
• Landing pages
• Dynamic content
• CRM included, integrations
• Visitor ID tracking
• E-Commerce
• API

13. Email

14. 4000%$40.56 for every $1 spent
2011 DMA study: http://www.the-dma.org/cgi/dispannouncements?article=1590

15. “Email is 3x more likely
to prompt a purchase
than Social Media
McKinsey & Company “Why Marketers Should Keep Sending You Emails”

16. Landing Page Builder

17. Companies with 30 or more
landing pages generate
7x more leads
than those with fewer than 10.
Source: Hubspot

18. Dynamic Content

19. CRM:
Integrated or Included

20. Visitor ID Tracking

21. E-commerce

22. API Available

23. Lead scoringLead Scoring

24. Retargeting Costs
You can start with low ad costs,
but the time investment can get up there
How much will you spend?

25. Don’t Jump the Gun. PLAN.

26. Define a Customer Flow

29. Get Over Templates. Go Plain

30. Get Over Templates. Go Plain

31. Send from Real People

32. NOPE! I’m not in buying mode.
Which one would you open?

33. A guy who is writing me personally?
(or so it seems)
This will be opened 9 times out of 10

35. Campaign
Ideas

36. Lead Nurturing
#1

37. Ask for Reviews
#2

38. Referral Campaigns
#3

39. #4
On-Boarding Series

40. #5
Win-Back Campaign

41. #6
Cross/Up-Sell

42. #7
Reorder Reminders

43. Content importanceContent is the Fuel

44. Let’s Recap
• Have a plan
• Invest in content or #Fail
• Scrub your lists and segment

45. Who has Questions?