Marketing Automation replaces high-touch, repetitive manual processes with automated ones; bringing forth a world of pre-defined sequences, triggers, actions and behaviors that start in social, web or email.

1. Branding and Marketing for Professional Services Firms
WHAT IS MARKETING
AUTOMATION?
Why Should I Care?

2. In order to survive in today’s competitive
marketplace,
AEC firms must adapt.

3. What?
Why?
When?
Where?
How much?
The Pitch
Agenda
1
2
3
4
5
6

4. What?

6. • Email Marketing
• Landing Pages
• Marketing Programs
• Campaign Management
• Lead Generation
• Lead Scoring
• Lead Management
• CRM Integration
• Social Marketing
• Resource Management
• Marketing Analytics
Components of Marketing Automation

7. Why?

8. 1. Allows for automation of repetitive tasks
2. Provides ongoing nurturing until
individual is ready to engage
3. Saves time
Key Benefits

9. MA in B2C

11. When?

12. Scenario #1: Sightlines
• Target: Higher ed institutions
• Leadership team / BOD  Decision Makers
• Facilities Managers  Influencers
• Key question to answer: retrofit existing spaces
or tear down and rebuilt?
• Offering: consulting services and benchmarking
product

13. Blog with Offer and Landing Page

15. Ongoing Nurture Email Campaign

16. Sequence Diagrams

17. Missed
opportunity:
collect visitor
info.
At the time,
PDF not
working.

18. 80.8%of buyers check out your website.
Source: Visible ExpertsSM: How High Visibility Expertise Helps Professionals, Their Firms, and Their Clients

20. Builds Trust

21. Where to Start?

22. 1. Define Strategy
1. Set up the Infrastructure
1. Create the Content
1. Execute
1. Analyze, Test, Repeat
Path to Marketing Automation

23. 1. Define the Strategy

24. 2. Set up the Infrastructure

25. Marketo, InfusionSoft and HubSpot
For emails only: Look into Constant Contact, Mail Chimp and InfusionSoft to get your search started.
Different Tools for Different Aspects

26. Features Vary by Platform

27. 3. Create the Content

29. Content: Online & Offline

30. There is a complex eco-system of execution.
• Hyper Personalization
• Segmentation
• Lead Scoring
• Analytics
• Variety of Content
4. Execute

31. Example: Testing Subject Lines

32. Sample Basic Nurture Sequence
Email with related
content, survey,
offer, etc.

33. Sample Complex Nurture Sequence

34. Sample: Thank You Page

35. “Shiny object” –
Animated gif
Example:

36. Links to PDF
More service-
Driven content.
No SEO gain
Example:

37. Search for “trends in
hospitality buildings”
showed this in 1st
page.
Could benefit from
cross-linking from
within post to other
parts of site.
Example:

38. Example:
Highly topical
content.

39. SEO gain
Emails for nurturing
Evergreen, timely
content
Example:

40. Variety in Types of Content

41. 5. Analyze, Test, Repeat
• Basic metrics:
• Conversions
• OR  subject line
• CTR  email copy/CTA

42. Testing is the only way to learn what works and what doesn’t:
14.5% Conversion
Rate
10.2% Conversion
Rate
A/B

43. SEE ALSO: Shore Up System Boundaries for a Smoother
FEDRAMP ATO
On back end
– has a tag for
download.
Will help with
lead scoring
Cross-Linking

44. Include UTM Codes
Source: 20160801A
Medium: ReviewButton
Campaign Name: Broadcast

45. Who do I know?
Who do they
know?
Transparent
conversations —
education and not
selling.
Confirmation of
“right decision”

46. Branding and Marketing for Professional Services Firms
Source: Referral Marketing for Professional Services Firms Research Report
of buyers rule out a firm because they
couldn’t understand how the firm
could help them.
43.6%

47. Consider Lead Scoring

48. Takeaways for Marketing Automation
1
2
3
4
5
Define Strategy
Select Tools/Platform
Create the Content
Execute
Analyze, Test, Repeat

49. Branding and Marketing for Professional Services Firms
51.9%of potential clients have ruled out
a firm before speaking with them.
Source: Referral Marketing for Professional Services Firms Research

50. Branding and Marketing for Professional Services Firms
Don’t be
the one
ruled out!

51. How Much?

52. Credit: Hubspot
Costs Vary – Understand Your Needs

53. The Pitch

54. 80.8%of buyers check out your website.
Source: Visible ExpertsSM: How High Visibility Expertise Helps Professionals, Their Firms, and Their Clients

55. Branding and Marketing for Professional Services Firms
29.6%rule out a firm because of an
unimpressive website.
Source: Referral Marketing for Professional Services Firms Research

56. • CEO
• CMO
• VP Sales
• Technology
Selling Internally

57. Branding and Marketing for Professional Services Firms
23.5%rule out a firm because of a
poor quality content.
Source: Referral Marketing for Professional Services Firms Research

58. Role in Client Journey

59. Contact Info:
How Hinge Can Help:
>> Branding
>> Marketing
>> Websites