Learn how to take your marketing automation to the next level: from basics to an advanced user. You’ll take away practical tools and strategies suitable for any marketing automation platform. This will help you prioritise your activities in your current work and help build your marketing automation in the future.

1. an initiative of:
Get more from your marketing
automation

2. Tiia Perkkio
Campaign Specialist
spotONvision
• Campaign Specialist at spotONvision
• Implementing Act-On and Eloqua, managing
customer accounts & running campaigns
• Worked with diverse companies, such as
Tele2, NCOI and Nuon
• Originally from Finland

3. Jenny Beibl
Channel Account Manager
EMEA
Act-On Software
• Channel Account Manager EMEA,
previously Customer Success Manager at
Act-On Software
• Onboarding >100 clients, Managing >200
businesses with Marketing Automation and
Strategies, Marketing Automation Specialist
• Currently working to grow the indirect
channel across Europe
• Originally from Germany

4. Technology that helps
streamline, automate and
measure marketing activities
across channels.
When done right, it drives key
growth goals – building brand,
generating demand, expanding
customer relationships.
What is Marketing Automation?
The Right
Message
To the Right
Person
At the Right
Time
Email Marketing Web Tracking Lead Scoring Nurture Marketing SMS Messaging Campaign Tracking
Training & SupportIntegrationsSocial DiscoveryLanding PagesSurveysForm Capture

5. • 80% of marketing automation adopters
saw their number of leads increase, &
77% saw the number of conversions
increase.
(VentureBeat Insight)
• 74% of companies that use both
marketing automation and a CRM
reported aligned sales and marketing
teams.
(DemandGen Benchmark Study)
• Businesses that have implemented
marketing automation reduce customer
churn by 43% over businesses that do
not automate. (MathMarketing)
What Value Can Marketing Automation Offer?
The Right
Message
To the Right
Person
At the Right
Time
Email Marketing Web Tracking Lead Scoring Nurture Marketing SMS Messaging Campaign Tracking
Training & SupportIntegrationsSocial DiscoveryLanding PagesSurveysForm Capture

6. What areas are most critical in 2018 for driving growth?
Attract Capture Nurture Convert Expand
Increasing brand
recognition
Driving engagement
across more digital
channels
Improving perception
as trusted advisor
Driving sufficient
marketing qualified
leads
Connecting marketing
efforts (website,
emails)
Maximizing in person
and online events
success
Educating, engaging
and building trust
with prospects
Having focused and
targeted marketing
efforts
Improving visibility of
lead maturity levels
Enabling sales with
content & templates
Welcome, onboard &
train new customers
Increase loyalty and
retention rates
CHALLENGES
Capitalize on upsell &
cross-sell
opportunities
BRAND DEMAND EXPAND
Empowering sales to
have the right
conversation with the
right people
Seamless handoff of
leads to sales
Reporting and analytics

7. A) Setting up foundation B) Excitedly scaling up!
C) Closer co-operation with
sales team
D) Advanced tools &
integrations
Marketing automation stages

8. A) Setting up foundation -Q1 B) Excitedly scaling up! -Q2
C) Closer co-operation with
sales team -Q3
D) Advanced tools &
integrations -Q4
Marketing automation stages
• Naming convention
• Single-touch campaign(s)
• Lead source tracking
• Opt in & preference management
• CRM integration
• Multi-touch campaign(s)
• Data enrichment tools
• Clean up tools
• Lead score model
• Content integrations
• Documenting
• Sales alerts
• Sales emails
• Closed-loop reporting
• Call centre integration
• Trigger campaigns
• Align reporting
• Dashboard
• A/B testing
• ABM
• Chat integration

9. Tool / tactic Next steps Resources needed Completion date Evaluation/ key
learnings
Progressive profiling Next steps needed
to complete
Skills, team
members, tools
needed to complete
What are the key
learnings after
implementing?
How do I get started?

10. For each individual, access engagement data everywhere, drive
insights and actions:
• The best message - easily drive behavior-based interactions and
content
• At the perfect time - pinpointing exactly when customers want to
engage
• Through the ideal channel - appearing in the customer’s preferred
place
Adaptive Marketing Vision

11. Adaptive Sending – An Example of Engagement Optimization
Assess...
all inbound behaviors for
contacts in a list
Predict...
when emails get sent based on
past engagement times
ACTIVITY
7:45 am Downloaded eBook
8:32 am Clicked through follow-up
email
8:36 am Followed company LinkedIn
7:44 am Viewed product pages
ACTIVITY
3:30 pm Viewed product page
4:05 pm Registered for webinar
4:30 pm Responded to webinar
SMS poll
6:00 pm Opened LinkedIn InMail
Simple ‘in-platform’ experienceMachine learning complexity
Customer Impact
• Higher conversion rates, more leads feeding the sales engine
• Less time spent executing campaigns
Send times personalized

12. Questions?

13. an initiative of: