Presentation to Orbit Media Group's monthly Wine & Web, delivered on 8/27/2013. This was an introductory level presentation that explained how I use Marketing Automation--specifically Marketo--to help generate and nurture leads in a publishing environment.

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

2. 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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3. 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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4. 3 Basic Objectives of Marketing
Automation Systems:
Generate Leads
Nurture Leads
Qualify Leads
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5. Seems like a simple, straightforward
process, right?
Generate Leads
Nurture Leads
Qualify Leads
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6. Reality is more complex
Source: Forrester Research
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7. Translates to the “Demand Waterfall”
Prospect
MQL
SAL
SQL
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8. The “old” Sirius Decisions Demand
Waterfall
Prospect
MQL
SAL
SQL
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9. Sirius Decisions Demand Waterfall
Prospect
MQL
SAL
SQL
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10. DemandGen – “Hourglass”
Prospect
MQL
SAL
SQL
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11. 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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12. Enter Marketing Automation.
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13. Market History & Consolidation:
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14. 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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15. LEAD GENERATION
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16. LEAD SCORING
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17. 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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18. 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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19. 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
Customer
Database
• 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
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Engagement
Strategy
Marketing
Content

20. Let’s Look at an Example:
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21. Difference between Web Page &
Landing Page
• Website Template:
• Marketing Automation Template:
Why? Drive to a single CTA
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22. Progressive Profiling Forms
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23. Progressive Profiling Forms
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24. Landing Page Template
Template
Template
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25. Drag & Drop to Create Landing Page
Image
Rich Text
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Form
Button is
programmed to
open a 2nd
landing page . . .

26. Follow-Up or Thank You Landing Page
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27. Patterns start to emerge
Template
Rich Text
Image
Template
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28. And with the email . . .
Button is
programmed to
go to landing
page. . .
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29. And again, the patterns. . .
Template
Rich Text
Image
Template
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Image
Button is
programmed to
go to landing
page. . .

30. Behind the Scenes – Send an Invite:
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31. Behind the Scenes – Triggered
Activity:
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32. Behind the Scenes – Campaign Flow:
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33. 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
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• 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

34. Nurturing (Sequential Email) Example
• Ac#on:
Request
Campaign:
Welcome
Email
Series
1.
2.
3.
4.
Call
to
ac#on:
Sign
up
for
segmented
newsle>ers
Call
to
ac#on:
Sign
up
for
“Solu#on
Arc”
Call
to
ac#on:
Watch
Video
Call
to
ac#on:
Send
message
to
editor
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35. How many work in a building that
looks like a Marketo Revvie?
Photo
Source:
Thinkstock
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36. 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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37. 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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38. 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
– Webhooks & APIs
• Invest time (and budget) for
data quality. each year
• Review basic rules of logic
(those 5th Grade Venn Diagrams!)
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39. 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
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