1. A GLOBAL COMPUTERSHARE COMPANY
Marketing automation
implementation guide
How to automate your campaigns in 9 steps

2. 2
Spotlight: Marketing automation
Marketing automation is one of the cornerstones of the modern, data-enabled marketing
environment—the ability to strategically deliver the content that meets changing buyer behavior
and unlocks new sales opportunities. In short, targeted advertising—with less hassle.
This guide is designed to show you how to implement an automated solution in 9 simple steps.
Just follow the navigation at the top of each page.
Preparation phase Implementation phase
Resources
& training
Objective
setting
Vendor
selection
Alignment of
stake­holders
Lead & customer
manage­ment
Content
management
Data
management
Campaign
management
Marketing
measurement
BY THE NUMBERS
Boost leads by 50%while cutting costs by 33%— we’ll show you how.1
1 Forrester Research: Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.

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Step 1: Set clear objectives
Marketing automation delivers targeted content to your leads and customers when and where
they are looking for it. The key word is “targeted”—as with any traditional marketing campaign,
you have to know what you’re aiming for before you fire. First, define clear objectives that align
with your business plan and allow you to gather the information needed to continually optimize
your campaigns.
OBJECTIVE SETTING
CHECKLIST
The following checklist can help
you define your objectives before
implementing a marketing
automation campaign, to ensure
you’re able to deliver success.
✔✔ Define your sales funnel
✔✔ Define your ideal buyer
personas
✔✔ Establish clear objectives for
both leads and customers
✔✔ Set clear metrics for
measurement
✔✔ Identify potential bottlenecks
2 www.oracle.com/us/corporate/analystreports/nucleus-research-marketing-crm-roi-1603782.pdf
3 www.cmswire.com/cms/customer-experience/benefits-challenges-and-the-future-of-marketing-automation-infographic-019451.php
Target the
right buyer
• Web/Social lead
conversion
• Number of opt-ins/
registration
• % of pipeline sourced
by marketing
Get the right
leads to sales
• Marketing qualified
leads
• Engagement rates
(open CTR)
• Compilation of data
(profile information)
Increase deal size
• Number of sales-
accepted leads
• Number of leads
converted
• Average deal size
Maximize customer value
• Up-/cross-selling potential
• Reference selling potential
• Customer satisfaction
Marketing operational efficiencies
• Campaign ROIs (acquisition costs)
• Time efforts per campaign
• Forecast accuracy
Leads Customers
Lead generation Lead nurturing Lead conversion Maximization of customer value
Preparation phase Implementation phase
Resources
& training
Objective
setting
Vendor
selection
Alignment of
stake­holders
Lead & customer
manage­ment
Content
management
Data
management
Campaign
management
Marketing
measurement
BY THE NUMBERS
Businesses who implement
automated campaigns, benefit
from…
12%
reduction in marketing
overhead2
14%
increase in sales productivity2
70%
faster sales cycle times3
451%increase in qualified leads3

4. 4
Step 2: Select the right vendor
Preparation phase Implementation phase
Resources
& training
Objective
setting
Vendor
selection
Alignment of
stake­holders
Lead & customer
manage­ment
Content
management
Data
management
Campaign
management
Marketing
measurement
With over a dozen major marketing automation vendors to choose
from, how do you know which is the right fit to meet your business
goals? Many experienced marketers are faced with the challenge of
working with a tool that doesn’t meet their requirements. The best
way to solve the problem is selecting the right tool from the
beginning.
VENDOR CHECKLIST
Finding the right answer starts by asking the right questions.
Here are some key criteria to consider when determining which
vendor to use:
✔✔ Integration of tools and databases: Can it integrate tools such as Salesforce
or Outlook? Are there additional efforts for programming?
✔✔ Workflow management: Can you launch without IT involvement?
How easy is it to personalize or develop assets?
Is there an available library of assets?
✔✔ Multichannel capabilities: Can you track and engage through social media?
Is it possible to link activity to the web?
✔✔ Data management: Can you easily define and select target groups?
Is the tool compliant with your IT and data security policies?
✔✔ Reporting: Is it easy to set up automated reports?
✔✔ Scoring: Can you integrate a custom scoring model?
Is scoring available based on title, role or areas of interest?
Availability of standardized reports by campaign, content, individualization?
✔✔ Pricing: Does it offer scalable pricing to match company growth?
What is the total cost of ownership?
BY THE NUMBERS
Avoid buyer’s remorse.
Understanding the intricacies
of each marketing automation
tool can help you choose the
solution that meets your
specific needs.
40%
of marketers are dissatisfied
with their campaign
management program4
47%of marketers feel the
implementation of their tool
is the largest barrier to
successful campaigns4
KNOW YOUR OPTIONS
Not all marketing automation tools are made alike. Here are
some of the most popular options for mid-size businesses.
4 http://customerexperiencematrix.blogspot.de/2011/12/marketing-automation-skills-are-scarce.html
Vendor selection graphic: www.salesleadmgmtassn.com/Articles/RaabVEST_basic_Neolane.pdf
Historically successful vendors with strong
current products
Vendors with strong products, but lack a broader awareness.
Worth considering, if your needs aren’t being met
Vendors that don’t fit all businesses, but succeed through
competitive pricing and specialization of product
Vendor fit:
How attractive vendor is to target buyers, in terms of
company strength and sector experience
Product fit:
All attributes of product,
e.g., technology features, usability and pricing
Productfit
Vendor fit
True influence Tree House
Manticore
Net Results
Marketbright
Marketo
Silverpop
Genius
Aprimo
OfficeAutoPilot
LeadFormix
Pardot
Neolane
Infusionsoft
HubSpot
Sales FUSION Eloqua

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Step 3: Align your stakeholders
You might have the perfect tool and clear objectives, but unless your most important internal leaders are
aligned, your marketing automation campaign will be dead in the water. Gaining clear input and defining
responsibilities between marketing, sales and technology teams is the key to a collaborative marketing
campaign—and can help you avoid the majority of post-launch pitfalls.
KNOW WHAT THEY WANT
Each team has its own expectations for what defines a successful campaign. Understanding each
stakeholder’s needs can help you define a strategy to meet the common good.
BY THE NUMBERS
The number one challenge for
clients with existing marketing
automation campaigns is
balancing the expectations of
marketing and sales.
13%
higher reported collaboration
between sales and marketing
teams of businesses
implementing an automated
solution5
45%
of marketers say the largest
barrier to implementing a
marketing automation solution
is lack of internal alignment6
57%of businesses using marketing
automation report strong
collaboration in capturing
customer insights5
5 http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/all_you_need_to_know_about_aligning_sales_marketing.pdf
6 http://customerexperiencematrix.blogspot.de/2011/12/marketing-automation-skills-are-scarce.html
Headof
Sales
CIO
CMO
CEO
Preparation phase Implementation phase
Resources
& training
Objective
setting
Vendor
selection
Alignment of
stake­holders
Lead & customer
manage­ment
Content
management
Data
management
Campaign
management
Marketing
measurement
✔✔ Wants a platform to support business
✔✔ Enable Software as a Service (SaaS)
✔✔ Time savings and efficiencies in tool
operation, and consolidation of
different systems and software
✔✔ Seeks to improve ROI,
grow revenue and manage costs
✔✔ Increase in marketing and
sales productivity
✔✔ Optimization of internal workflows
and processes
✔✔ Conversion of marketing-accepted
leads to sales, at lower investment
✔✔ Extension of customer relationships
✔✔ Increase number of qualified leads
✔✔ Reduced time to converting leads
✔✔ Testing sales-readiness through
lead scoring models

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Step 4: Understand your leads and customers
Congratulations, you’re
through the preparation phase.
At this point you should have
clearly defined objectives, a
selected vendor that best meets
your goals and all internal
stakeholders moving in the same
direction. Now it’s time to
implement the solution. Let’s
start by looking at the “how”
and the “where” of the process.
CREATING A CAMPAIGN GAME PLAN
The first step of implementing your campaign is refining your
overall business objectives. What channels do you want to work in?
What actions do you want your leads to take?
Then you have to take stock of the materials you already have. Where
are your targets looking for information? What content do you need to
develop? What is the best stage to deliver this information to them?
This inventory of information will help you deliver the information
your leads are looking for—at the right time and in the right way.
Preparation phase Implementation phase
Resources
& training
Objective
setting
Vendor
selection
Alignment of
stake­holders
Lead & customer
manage­ment
Content
management
Data
management
Campaign
management
Marketing
measurement
UNDERSTANDING THE CUSTOMER LIFECYCLE
It’s important to understand the value of marketing automation as
not only a lead generation tool, but also as a way to enable continued
and personalized conversation when those leads become valued
customers. That means being in touch with the needs and questions
a consumer has along each step of the lifecycle—and how and where
to deliver the information that encourages them to buy and keep
coming back for more.
Leads Customers
Lead
Generation
Interest Discover Evaluate Select Purchase Experience Engage Renew
Lead
Nurturing
Lead
Conversion
Maximization of
Customer Value
Prospects
Satisfied
customer
Customer
Sales Qualified
Leads (SQL)
Sales Accepted
Leads (SAL)
Qualified
Leads
Loyal
customer
Long term
preference

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Step 5: Manage your data
Now that you know how and where you want to deliver your
message, it’s vital to use the data you collect to ensure you’re
communicating to the targets you intend—the “who” of the
campaign. At this stage, you need to ensure that you have the
highest quality of data (data sanity) and that that data is
integrated correctly into your tools to get the most out of it.
Preparation phase Implementation phase
Resources
& training
Objective
setting
Vendor
selection
Alignment of
stake­holders
Lead & customer
manage­ment
Content
management
Data
management
Campaign
management
Marketing
measurement
Sales
effectiveness
Data
quality
Data
integration
BY THE NUMBERS
In terms of collecting the right
data, precision is the key.
Incremental improvements in
the quality of your data can
lead to truly impressive
increases in your campaign
ROI.
10%
greater marketing data quality
leads to
40%
more sales productivity7
DATA MANAGEMENT CHECKLIST
Clean data means clear results. Follow this checklist to ensure
you have the highest quality data possible and are using it to its
full potential.
Data sanity:
✔✔ Use one consistent format for customer data
✔✔ Check data for doublets
✔✔ Check opt-ins according to recent legal regulations
✔✔ Collect additional info about the database
✔✔ Enrich your data
Data integration:
✔✔ Organize data stored across multiple platforms and transition
into your marketing automation tool
✔✔ Gather high quality data up front to allow your campaign team
to focus on strategic implementation rather than data cleansing
✔✔ Make the data actionable by uniting the insights of sales,
marketing and service to deliver a single experience to your
customer
✔✔ Communicate with your IT lead to ensure your marketing
automation platform is optimized with existing CRM and
data management tools
7 Why do I need Marketing Automation if I already have Salesforce Automation and Email Marketing?”, Neolane, January 2011

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Step 6: Build your content
You may have the right goals, the right target data and be equipped
to deliver your message in the right channels, but if you don’t know
“what” your targets want to hear, you’re moving in the wrong
direction.
At its heart, marketing automation is a clever way to deliver content
to your customers when they need it most. But all that relies on
developing the content that makes them want to take action.
FOUR TIPS FOR BETTER CONTENT
Without a clear content strategy, marketing automation is just
an intelligent spamming tool. Here are four ways to ensure
you’re delivering the message your targets want to hear.
TIP 1: Plan your content
Develop an editorial calendar of activities, including outbound
campaigns, blogs and social media, with copywriting and design
services to execute it, and expertise to test it. And stick to it.
TIP 2: Avoid repetition
Your messaging should naturally build on itself, but make sure
each email has distinct content, value, proof and—most
importantly—an action you want the reader to take.
TIP 3: Create relevant content
Make sure the information in your automated campaigns
matches the expressed interests of the recipients. Don’t move
into another topic area unless they have expressed interest in it.
TIP 4: Tailor your content
Use your data to its full potential. Your content should mirror the
evolving customer experience and enhance personal attention,
not replace it.
.
Preparation phase Implementation phase
Resources
& training
Objective
setting
Vendor
selection
Alignment of
stake­holders
Lead & customer
manage­ment
Content
management
Data
management
Campaign
management
Marketing
measurement
8 http://de.slideshare.net/retelur/b2b-marketing-trends-and-predictions-for-2012
BY THE NUMBERS
The old adage is still true:
content is king. But most
marketers are actually paying
a king’s ransom for content
that isn’t doing its job.
25%
of the average marketing
budget is spent on content
marketing8
51%of marketers feel their content
could be improved to better
meet their customers’ needs8

9. 9
BY THE NUMBERS
68%
of surveyed marketers did not have
a method for quantifying email marketing ROI.
Step 7: Design your campaign
Smart content is not always about what you say, but how you say it.
Managing your campaign so that it has a consistent and professional
look and feel will help you deliver the content in a clear way and
support your existing brand image. This isn’t only about “looking
nice,” but about delivering the content in an easily digestible way.
FOUR TIPS FOR A STRONGER CAMPAIGN DESIGN
Want to present your content in a professional and attractive manner?
Here are four ways to enable campaign design that makes a difference.
TIP 1: Consider how your customers use content
Today’s digital audience seldom has the time to read long-form content,
especially at early stages of the buying cycle. Consider how formats for
social media or visual messaging, such as infographs, can make your
message easier to absorb.
TIP 2: Save time with templates
Most marketing automation tools provide templates or layouts that you
can use to organize your content quickly and easily. Use them.
TIP 3: Be consistent
If you have an existing brand identity, stick to it. The value of a consistent
brand image can give your materials more value. If you’re starting from
scratch, ensure you develop a style that will be used throughout your
campaigns.
TIP 4: Invest in design
Design isn’t just about aesthetics; it’s about introducing your brand as a
professional and trusted source of information. Never forgo a clean and
consistent design in order to save budget.
Preparation phase Implementation phase
Resources
& training
Objective
setting
Vendor
selection
Alignment of
stake­holders
Lead & customer
manage­ment
Content
management
Data
management
Campaign
management
Marketing
measurement
One-fifth
of marketers send emails late
without clear purpose.9
11%
of email messages are read
on mobile devices.
Only15%
of organizations said they routinely brainstormed
new testing idea.
Optimization practices
Landing page
Dynamically personalized contentLifecycle
Mobile readership
Relevant messages
Email marketing ROI
opt-in
Call to action
Clarity of the conversion goal
Segmentation of subscribers
Value on subscriber’s terms
Sending time
Social sharing rate
Click-through rate
A/B split
Trigger email
Improving email deliverability
Behavior
Testing
Revenue per email
Delivery rate
9 MarketingSherpa, Benchmark Report: 2012 Email Marketing & 2011 Email Marketing Benchmark Report

10. 10
Step 8: Define resources and training
Marketing automation shouldn’t just become an expensive email engine. It is only the foundation on
which a committed sales team can build success. But, like all tools, you need to have a skilled and
properly trained team that to make the most of it.
This can be difficult for sales members who are used to more traditional tactics. Investing in your people,
as well as your marketing automation tool, is key to meeting the objectives you’ve set forth.
KNOW WHAT THEY WANT
Whether you invest in training in-house staff, rely on the expertise of project-based consultants or a
combination of both, how you set up your team should be based on the goals and extent of your campaign.
Preparation phase Implementation phase
Resources
& training
Objective
setting
Vendor
selection
Alignment of
stake­holders
Lead & customer
manage­ment
Content
management
Data
management
Campaign
management
Marketing
measurement
Full project-based model
e.g., implementation project,
optimization project
Medium model
e.g., combination of project and
ongoing retainer
Retainer-based model
e.g., ongoing consulting and
execution of campaigns
Project base
Retainer base
Level of managed service
BY THE NUMBERS
Marketing automation isn’t
only about reaching the
audience more effectively,
it’s also about freeing up your
sales force to do what they do
best—sell your product.
60%
of companies using marketing
automation tactics lack the
skilled staff required10
59%
the percentage of time the
average sales rep spends
actually selling, as opposed
to less productive tasks10
72%the percentage of time a
sales rep using marketing
automation spends selling10
10 www.marketo.com/w/revenue-performance-management/survey-results-how-top-companies-are-maximizing-their-marketing-roi-in-2012/?mkt_tok=3R
kMMJWWfF9wsRokvKTIdu%2FhmjTEU5z16e8kXaG0gokz2EFye%2BLIHETpodcMTsNkM7jYDBceEJhqyQJxPr3AKtEN0sx6RhjhDw%3D%3D

11. 11
Step 9: Measure your campaign
The ability to track, measure and optimize your campaigns is
perhaps the single most valuable reason to adopt marketing
automation in the first place. This is the point where you need to take
your program off autopilot and deep dive into the results to see how
your targets interact at every stage of the cycle, so you can optimize,
improve and ensure the best ROI possible.
HOW TO MEASURE
Marketing automation tools can
even help you keep a close tabs on
the performance of your campaign
through scheduled reports that
deliver key metrics based on your
overall objectives.
IS YOUR CAMPAIGN
PAYING OFF?
By focusing on key factors of the
implementation phase, closed loop
reporting allows you to constantly
evaluate your campaign results to
improve sales and marketing
efforts.
This provides clear guidelines and
customized reports for specific
territories.
Preparation phase Implementation phase
Resources
& training
Objective
setting
Vendor
selection
Alignment of
stake­holders
Lead & customer
manage­ment
Content
management
Data
management
Campaign
management
Marketing
measurement
Selected
metrics
Dash-
board
External
metrics
Real-time WeeklyDaily Quarterly Annually
Standard reports
Customized reports
Dashboards (one source)
Dashboards (different sources)
Business reviews
BY THE NUMBERS
After all the work of designing
and implementing campaigns,
don’t you want to know if your
strategy has paid off?
80%
of companies struggle to
measure the effectiveness of
non-automated campaigns in
the early stages of the lead
lifecycle11
87%of B2B marketers say their
marketing techniques are
failing to meet the set
performance targets11
11 www.tslchannels.com/closedloopreporting.html

12. pepperglobal.com
The final step: Choose the right partner
By now you know that marketing automation is a smart way to increase lead
generation, convert more of those leads to loyal customers and gather the data
that allows you to optimize your every move. The value is simple to see, but the
implementation can be complex. That’s why you need an experienced partner to
help you along every stage of the journey.
Pepper delivers the full marketing automation support—from communications
strategy to technical implementation to creative services—that enables you to
build a comprehensive marketing automation program. This blend of strategy,
technology and creativity allows you to engage your targets at every stage in the
lifecycle.
Contact us to learn how we can deliver creative thinking and strategic results
that make a difference in your marketing campaigns.
Preparation phase Implementation phase
Resources
& training
Objective
setting
Vendor
selection
Alignment of
stake­holders
Lead & customer
manage­ment
Content
management
Data
management
Campaign
management
Marketing
measurement
EMEA
Markus Dunz
Markus.Dunz@pepperglobal.com
Phone: +49 89 30903 584
North America
Brennen Roberts
Brennen.Roberts@pepperglobal.com
Phone: + 1 312 588 4774
APAC
Caroline Lim
Caroline.Lim@pepperglobal.com
Phone: + 65 6635 3939