Are robots about to take over the world? No, but if you let them, they can transform your marketing through automation. This month our webinar was all about marketing automation. We focused on the good “robots” can do, and the many services and programs available to help make your life a little easier as a marketer. We were joined by Jon Reese, the director of digital marketing for ADP, as well as Fluid’s own Digital Marketing Director, Dustin Cederholm.

1. Marketing Automation: Robot Take Over
M a r k e t i n g a u t o m a t i o n w o n ’ t t a k e o v e r t h e w o r l d a n y t i m e
s o o n , b u t i f y o u l e t i t , i t c a n t r a n s f o r m y o u r m a r k e t i n g a n d
s a l e s d e p a r t m e n t s .

2. Dustin Cederholm
Digital Marketing Director,
Fluid Advertising
Jon Reese
Director of Digital
Marketing, ADP
Jon Reese is the Sr. Director of Digital Marketing at ADP. He is an online
marketing and search marketing advocate with experience driving a positive
return on investment through Search Engine Optimization (SEO), Search
Engine Marketing (SEM), Social Marketing, Pay-Per- Lead (PPL), Lead
Nurturing, Marketing Automation, Attribution Marketing as well as other
traditional marketing practices; all roads lead to digital. His professional
experience has focused on digital marketing at American Express, Oce,
DealerTrack and ADP. Jon holds a BS from Utah State University and and
MBA from Westminster College.
@GetFluid@jontreese
Dustin has been a professional marketer for over 7 years. He specializes
in marketing automation, conversion rate optimization, and enterprise
lead generation. In his years as a marketer, Dustin has helped large and
small businesses successfully execute marketing campaigns leading to
millions of dollars in new revenue. His experience has helped B2B, B2C,
and e-commerce businesses generate leads and move them through the
sales funnel from top to bottom. Dustin is a digital strategist who can
help your business bridge the gap between sales and marketing.

3. @GetFluid
#FluidWebinarSeries
@jontreese

4. Why Consider Marketing Automation?

5. 5
It’s Time to Consider Marketing Automation
B2B marketers who implement marketing automation increase their
sales-pipeline contribution by 10%.
(Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014, Jan 2014)
CMOs at top-performing companies indicate that their most
compelling reason for implementing marketing automation is to
increase revenue (79%) and get higher quality leads (76%).
(Gleanster, Q3 2013 Gleanster Marketing Automation Benchmark, Aug 2013)
B2C marketers who take advantage of automation – which includes everything
from cart abandonment programs to birthday emails – have seen conversion
rates as high as 50%.
(eMarketer, Email Marketing Benchmarks, Feb 2013)
58% of top-performing companies (defined as those where
marketing contributes more than half of the sales pipeline), have
adopted marketing automation.
(Forrester Research, Gauging Your Progress and Success, Dec 2013)

6. What is Marketing Automation?

7. 7
What is Marketing Automation?
Image source -
http://www.responsiveinboundmarketing.com/blog/marketing-
automation-what-is-it-anyway

8. 8
What is Marketing Automation?
Definition of marketing automation:
Marketing automation forms the backbone for configuring nurture
marketing campaigns across channels and managing communications
based on prospecting engagement. It’s also one of the only ways
marketers can actually start to attribute marketing spend to closed sales.
- Gleanster

9. 9
What is marketing automation?
Marketing Automation is a software
platform that combines the individual
programs normally required to operate
complex marketing strategies (email, blog,
social, paid search, organic traffic,
webinar/event, etc.) into a central
operating hub. It automates repetitive
tasks and helps personalize buyer
journeys without manual intervention or
increased headcount.
WHAT IS MARKETING AUTOMATION?

10. How To Use Marketing Automation?

11. 11
How to Use Marketing Automation?
Image source -
https://www.affordablewebdesign.com/marketing-
automation-consulting/

12. 12
How to Use Marketing Automation?
Connect Your Marketing Channels
Set up your marketing automation platform to be the central
command center for all marketing channels.
• CRM: Salesforce, MicrosoftDynamics, Sugar, NetSuite
• ESP: Mailchimp, ConstantContact, iContact
• Social: Facebook, Twitter, LinkedIn
• Digital events: Webex, GoToMeeting
• Analytics
1

13. 13
How to Use Marketing Automation?
Image source -
http://prairieskygroup.com/2011/06/06/automation-the-
good-the-bad-and-the-ugly/
Create automation campaigns and sales/marketing rules
2

14. 14
How to Use Marketing Automation?
Generate reports and adjust your automation programs
3

15. Who Uses Marketing Automation?

16. 16
Who Uses Marketing Automation?
Company size matters. Marketing automation adoption is tied to the number of
employees a company has, as itemized below.
(Buyer Zone, The State of B2B Lead Generation 2013 Report, Aug 2013)
• 76% – larger companies (> 100 employees)
• 26% – mid-sized companies (10-100 employees)
• 18% – small companies (< 10 employees)
Company revenue matters. Marketing automation adoption is tied to annual
revenue, as itemized below.
(Raab Associates, Marketing Automation 2014 Industry Overview, Feb 2014)
• 60% – large companies (> $500M revenue)
• 10% – mid-sized companies ($20M – $500M revenue)
• 5% – small companies ($5M – $20M revenue
• 3% – micro companies (< $5M revenue)

17. 17
Who Uses Marketing Automation?

18. Marketing Automation Software

19. 19
Marketing Automation Software Programs
For a comprehensive list of marketing automation software look here.

20. 20
Marketing Automation Software Programs
$$$$$ - The one that started it all. Eloqua is an enterprise level marketing automation
program. They are currently making a push in the mid-level market and refreshing the user
interface. Eloqua is robust enough to handle the most complex marketing automation
campaigns, but can be too much for some businesses. Consider Eloqua if you are in the
mid-to-enterprise tier and especially if you use Salesforce CRM.
$$$$$ - Marketo saw what Eloqua was doing and entered the space with a more user-
friendly platform. The software hasn’t had too many interface updates, so it is less user
friendly than some, but is often considered one of the best platforms of all. Marketo
products make automation and real-time personalization of your website simple. A focus
on funnel and content marketing expertise makes this a great option for a company with
multiple services or complex automation needs. Beware setup fees and add-on fees.

21. 21
Marketing Automation Software Programs
$$$$ - HubSpot has been around enough time to not be called new, but the platform is
easier to work in and can include a built-in CRM. If you generate a lot of content, HubSpot
offers a great automated marketing platform and support. Its price is usually a bit below
the top tier providers but it has many of the same features. Consider HubSpot in most
cases but especially if you have an extensive content distribution strategy. Email operates
through Gmail and Sidekick which can be different for some companies.
$$$$ - Pardot is owned by Salesforce, so naturally you would know they work well together.
Ironically enough, Eloqua says Salesforce uses them and not their own MA program. This may
be because of the platform demographic skewing to more mid-tier customers, but also
because it is bulky and not as user friendly as some of the other options.

22. 22
Marketing Automation Software Programs
$$$ - If you have to learn marketing automation, Act-On is a good one to do it with. Act-On
boasts an easy to use platform with most the features the others have. It is more limited
for complex sales-marketing models but still a lot of the bigger small, medium, and even
enterprise customers use them. They offer a great software program with a more
reasonable price. Support is fantastic to work with and your base price is usually the real
price at the end of the month.
$ - For only $500/mo. you can get started with an Infusionsoft license and begin your first
marketing automation campaigns. Infusionsoft is great choice for B2C and SMB companies.
As the leader in this space Infusionsoft has all the features of the others, but has a bit more
of a learning curve for implementation. There is a $1,500 training fee but you can usually
avoid that by selecting a local certified partner.

23. 23
Additional Marketing Automation Software

24. Automation Partner Programs

25. 25
Choosing a Valued Partner
(1) Price: Working with a valued partner or certified marketing automation expert can
help companies secure pricing at more than 50% discounts.
(2) Product Integration: Most automaton programs integrate out-of-the-box with most
major CRMs, social channels, and event software. For those that are not available
they can be integrated via API. A valued partner can help guide a business through
each platform’s marketplace and suggest qualified vendors.
(3) Ease of Use/Support: You wouldn’t install a phone system without a support
package. The same goes for marketing automation. For the first year it is
recommended you have a trusted partner to help navigate some of the common
issues that cause implementation delays and purchase phone support when
necessary.
Among B2B marketing managers, the most important criteria for a marketing
automation system are (1) price, (2) product integration (e.g., CRM, social,
web, mobile), and (3) ease of use. (Pepper Global, Marketing Automation Trends Report 2014, Sep 2013)

26. IN SUMMARY
• It’s time to consider marketing automation.
• Marketing automation is a proven software that will improve revenue and
qualified lead generation.
• Use it to automate repetitive tasks and provide actionable data insight for both
sales and marketing.
• There are platforms for almost any size company although currently more
medium-large companies use it.
• There may be advantages to early adoption.
• Not all programs are created equal. Look at setup and integration fees closely
• Gain time and resources for other things.
• This is one of the times you really ought to consider an agency partner to make
your purchase. They can help with price, integration, and simplifying use.

27. Questions?
T h e m a r k e t i n g a u t o m a t i o n r o b o t i s r e a d y t o r e s p o n d t o
y o u r q u e s t i o n s . ( m a y b e … m a y b e n o t ? )

28. THANK YOU
@GetFluid
#FluidWebinarSeries
@jontreese