CEO of GreenRope, Lars Helgeson, walks you through effective marketing automation strategies from company culture to execution. This presentation was presented at Vistage San Diego.

1. Roping In The Green: Success Principles
for Making Marketing Automation Work for
YouLars Helgeson
FOUNDER, GREENROPE
@LarsHelgeson
#LoveYourBusiness

2. What pain points does CRM & MA address?
How can we make this journey more seamless?
What do you want to
accomplish

3. Jot down 3 pain points related
to sales & marketing you’re
experiencing within your
organization right now.
What do you want to
accomplish

4. Making your culture Data Driven
Moving buyer journeys forward with CRM/MA
Data drives us

5. What is your
purpose?
Define your own company culture.
Define your vision.
List three ways you exhibit leadership and drive
your culture

6. How well do you know your customers?
Who is our traveler?

7. PREPARATION IS THE KEY TO
SUCCESS
“If I have 6 hours to chop down a tree, I will spend 4 sharpening my axe.” - Abraham Lincoln
Sharpen your axe

8. MULTI-CHANNEL WORLD
From sales to marketing to customer service. Integrated processes mean better customer experience.
Business as usual

9. BREAK DOWN COMPLEX SYSTEMS
INTO SIMPLER REQUIREMENTS
& FUNCTIONS
Ticketing Ground Flight
Purchase Issue Check-In Boarding TTL Cruise
Journey

10. WHAT DOES THIS MEAN FOR US?
Gotta have a puppy

11. YOUR MARKETING TEAM
BY THE NUMBERS
93%
Multi-Task in meetings
56%
Eat at their desks
23%
Work more than 10
hours a day on
average
60%
Use 6 or more
programs
Big numbers Source: AtTask Study, 2014

12. A FEW MOVING PARTS
12
Website
Design
Content
A/B Testing
PPC
SEO
Retargeting
Advertising
Lead Capture
Forms
Auto-Responders
Data Entry
Other Channels
SMS/MMS
Mobile Apps
Offline
Likes
Shares
Posting
Social
Newsletters
Alerts
Transactional
Email
You can do it!
SALES MARKETING

13. DEFINE PROCESSES
How do people buy from you?
Key to growth

14. How do you show leadership and
drive your culture?
What is your lead nurturing
strategy?
Key to growth
How do people buy from you?

15. KEYWORD: INTEGRATION
AdvertisingCustomer Service
Loyalty / Referral ProgramsSales
Data Management / Reporting Segmentation / Analysis
Don’t boil the ocean
Don’t jump in with both feet. Take time to break it down and build it up.

16. NO ONE SAID IT WAS EASY
Most Significant Barriers to Marketing Automation Success by
Percent
Make a difference
. – Ascend2 “Marketing Automation Trends Survey” (2016).

17. MARKETING AUTOMATION ADOPTION
Seize the Opportunity!
Main Benefits of Marketing Automation
Ascend2 “Marketing Automation Trends Survey” (2016).Redeye and TFM&A Insights “The Marketing Automation Report 2014” (2014)
Top Goals of Marketing Automation Strategy

18. Two Sides of the Same Coin
Seize the Opportunity!
89% of respondents who have deployed marketing automation
have integrated it with a CRM system.
– ResearchCorp “Demand Generation Adoption Survey” (2014)
The adoption of marketing automation coupled with CRM integration has
grown remarkably. 5 years ago 7.9% of respondents had an integrated CRM
and demand generation solution and only 1 in 4 (27%) had some level of
integration.
– ResearchCorp “Demand Generation Adoption Survey” (2014)

19. SEGMENT YOUR MARKET
Use technology to properly segment your audience. Target your messaging, and see higher conversion rates.
Critical!

20. List 3 Market Segments.
Do you use these to personalize your
messaging?
Use technology to properly segment your audience. Target your messaging, and see higher conversion rates.
Critical!

21. BUILD YOUR DATA MODEL
What information do you collect, how and why is it used, and who uses it
Involve all stakeholders

22. CONSIDERING A CAMPAIGN
User-Defined Fields - Customer data
Lead Scoring - Actions lead to conversion
Segmentation - Different messaging based on audience
Triggers - What, when, where
Defining parameters

23. Target the best leads
LEAD SCORING EXAMPLES
Emails read/clicked/forwarded/unsubscribed
Webpages visited
Videos watched
Chats engaged
Surveys answered
Forms filled out
Support requests / tickets opened
Calls made / received
Meetings held
Presentations given
Social media posts liked/shared
Event attended
Is this a decision maker? Influencer?
Gender
Income
Position
Klout score
Children
Marital status
Interests

24. DETERMINE YOUR TRIGGERS
Forms (Newsletter, Lead Capture, Tickets)
Website Action (Pageviews, Watch Video, Chat)
Phone (Inbound/Outbound Calls, SMS)
Email (Clicks, Reads, Scores), Social (Likes,
Shares)
Conversions, Purchases, Abandonment
Single Action
or
Score
or
Data Change?
Don’t overwhelm!

25. BUILD YOUR WORKFLOWS
The Simplest Workflow -
A Drip Campaign
Email sequences

26. MORE COMPLEX WORKFLOWS
Add to Group
or Tag
Create
Conversion
Download
Whitepaper
Start Drip
Campaign
Purchase
Product
Schedule CRM
Followup
Send
Thank-You
Email
Send
Survey
Email
Attend
Event
Record
Preferences
in CRM
Send
Followup SMS
with Discount
Send Email
with link to
Video
Multi-channel
Lead Score
<100 to >100
Alert
Salesperso
n
Schedule
Followup CRM
activity
Send
special offer
email

27. What does an ideal workflow look like?
Think about both sales & marketing.
Email sequences

28. PERSONALIZE YOUR MESSAGING
Make leads feel important

29. MANAGE YOUR CONVERSIONS
Sales + Marketing
Measure time in each stage and conversion rates between stages
MORE PERSONALIZATION = HIGHER CONVERSIONS

30. What does your sales funnel look like?
List all stages and the process at each stage.
Do you see any holes in the process?
Sales + Marketing
MORE PERSONALIZATION = HIGHER CONVERSIONS

31. PREDICTIVE
ANALYTICS
Predict
Model
Math not Magic
Find the real attribution factors.
Quickly DISCOVER effective and ineffective
campaigns

32. TEST TEST TEST!
Test Webpages
Test Emails
Learn from success & failure

33. What sales & marketing
platforms are you currently using?
Seize the Opportunity!

34. PICK A STRATEGY
Home-Built Integration
Roll Your Own
• Legacy
compatibility
• Pick best of breed
• Needs core
integrator
(Zapier)
• Manage multiple
APIs
Enterprise Core
SF / Oracle
• Large
infrastructure
• Pick best of breed
• Expensive
integrators
• Manage multiple
APIs
• Costs/limits on API
All-In-One
Integrated
• Faster to
implement
• Broad insights
• Big vision needed
• May not have
vertical
specialization
CRM is the core

35. TIME TO MAKE
YOUR REVENUE FLY
Fear not the future

36. Take Aways
ACTIONABLE ITEMS
1 2 3 4
Get your sales and
marketing teams in a
room together
Sit down with your sales
and marketing
departments and establish
buyer personas. Start an
in depth conversation
about who your buyers
are and the data you’d like
to know about them to
better target your
messaging.
Draw out your sales
funnel. What does it look
like from beginning to
end? Establish customer
touchpoints and the
different activities/actions
triggered from
customer/lead
engagement.
Ensure your CRM
and marketing
automation are
integrated

37. Lars Helgeson
Founder / CEO
@LarsHelgeson
#LoveYourBusiness