Slide deck of Laura Hoffman, from the 2013 Industrial Digital Marketing Summit by IHS Globalspec. As a stree-smart marketer who is an avid believer in attaining continuously better marketing through technology and inspired teams, these slides address specifically the opportunity presented to marketer's today by using marketing automation platforms to contribute to the sales process. It is an excerpt presentation which was part of a larger panel on Effective Lead Management, which is described by Globalspec below: Efficient Lead Management Panel Marketing is facing a dynamic period of change and opportunity, as a result of the increasing flood of prospects and buyers online researching, comparing and buying products. Each day, prospects are engaging with your products and services in a variety of ways from online advertising, to website visits, and content downloads. You, as an industrial marketer, can easily get overwhelmed by the number of leads generated by your online marketing activities. You should be prepared with efficient CRM and marketing automation platforms as well as a strong follow-up strategy. You will also need to understand the value of having a repeatable, automated process to "marketing qualify" leads prior to sending to sales for follow up. To align with today's evolving sales funnel, marketing automation platforms are growing rapidly in deployment and are being aligned to sales CRM systems. In this presentation, understand how a strong lead nurturing process will shorten the sales cycle and create a perception that your company is customer service oriented by being responsive and easy to engage and transact. Key Take-Aways: •How the evolution of online research and buyer behavior change the rules for marketing •The top three challenges industrial marketers face •How today's environment presents an opportunity for marketers •How marketing automation can help you "qualify" leads •Benefits of a strong lead qualification process can have on the perception of your business

1. Marketing Automation
An Opportunity for Growth
Digital Marketing Summit 2013
Presenter
Laura Hoffman
VP Global Marketing, Red Lion Controls
www.linkedin.com/in/laurahoffman/

2. Topics
Today’s marketing environment:
What everyone is dealing with
The ball is in our court:
Increasing opportunity for marketers
The tool that is changing marketing’s world:
Marketing Automation
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IHS GlobalSpec
Digital Marketing Summit
Laura Hoffman, VP Global Marketing
better.redlon.net

3. What everyone is dealing with
• Information Access
• Rapid technology
evolution & growing
toolkit options
– Buyers & Sellers
– Business productivity
– Marketing & Sales productivity
IHS GlobalSpec
Digital Marketing Summit
Laura Hoffman, VP Global Marketing
better.redlon.net

4. What we marketers dealing with?
• More ground to cover
• Relevant “what’s new”
expectations
• Responsibility for
virtual relationships
both pre & post sale
IHS GlobalSpec
Digital Marketing Summit
Laura Hoffman, VP Global Marketing
better.redlon.net

5. Industrial Marketers top 3 challenges
IHS GlobalSpec
Digital Marketing Summit
Laura Hoffman, VP Global Marketing
better.redlon.net

6. Industrial Marketing Pitch
“Industrial products are often pitched by marketing as helping to
do things like maximize productivity, efficiency and profitability.”
IHS GlobalSpec
Digital Marketing Summit
Laura Hoffman, VP Global Marketing
better.redlon.net
- Laura Hoffman
B2B Marketer, 20+ years

7. “But what about our own marketing efficiency?
Shouldn’t we be continually evaluating and looking at how
marketing can maximize our productivity and efficiency?
Plus, let’s focus on what we can do to help sales!”
IHS GlobalSpec
Digital Marketing Summit
Laura Hoffman, VP Global Marketing
better.redlon.net
- Laura Hoffman
B2B Marketer, 20+ years
But what about ourselves?

8. Change is here. Marketing is Evolving.
• Embrace this
• It is an opportunity to grow
• Do you want to be part of
what comes next?
IHS GlobalSpec
Digital Marketing Summit
Laura Hoffman, VP Global Marketing
better.redlon.net
Marketing can apply our tools to help sales

9. You have a choice in how you react
IHS GlobalSpec
Digital Marketing Summit
Laura Hoffman, VP Global Marketing
better.redlon.net

10. Opportunity Knocks…
IHS GlobalSpec
Digital Marketing Summit
Laura Hoffman, VP Global Marketing
better.redlon.net
Marketing Automation
+
CRM System

11. What is Marketing Automation?
Marketing automation refers to software platforms designed for
marketing departments and organizations to automate repetitive
tasks. Marketing departments, consultants and part-time marketing
employees benefit by specifying criteria and outcomes for tasks and
processes which are then interpreted, stored and executed by
software, which increases efficiency and reduces human error.
Originally focused on email marketing automation, marketing
automation refers to a broad range of automation and analytic tools
for marketing.[1]
• The use of a marketing automation platform is to streamline
sales and marketing organizations by replacing high-touch,
repetitive manual processes with automated solutions.

12. Multiple Marketing Tools & Needs
Tools and Programs Data Aggregation
IHS GlobalSpec
Digital Marketing Summit
Laura Hoffman, VP Global Marketing
better.redlon.net
How many different tools do you use today?
How many places areas does your information reside?

13. Marketing Automation
A Single Toolkit & Business Intelligence Platform
Tools & Programs
• Email marketing
• Web forms
• Web landing pages
• Web visitor analytics
Data Aggregation
• Form submissions
• Online & email engagement
• Tradeshow & Advertising engagement
• Sales engagement & Customer preferences
IHS GlobalSpec
Digital Marketing Summit
Laura Hoffman, VP Global Marketing
better.redlon.net
+ Sales Connection: Leads & Nurture
• Data-Sharing with CRM
• Sales Lead Scoring
• Automated Lead Nurture Paths
• Behavioral Driven Actionable Data
SALES CRMMARKETING AUTOMATION
Customer Relationship Management
• Sales lead process funnel
• Opportunity stages & activity
• Sales forecasting
• Customer retention activity
• More opportunities, current accounts

14. Marketing Automation: Learn More
• Online Marketing Institute
• Vendors with good online learning resources

15. Summary
Today rapid change on global scale
Marketing is evolving
Change is here, will you embrace it?
Marketing Automation
You should look at it
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2
3
IHS GlobalSpec
Digital Marketing Summit
Laura Hoffman, VP Global Marketing
better.redlon.net

16. Thank You.
Digital Marketing Summit 2013
Laura Hoffman
VP Global Marketing, Red Lion Controls
www.linkedin.com/in/laurahoffman/
The company:
Red Lion is growing and changing. Learn more online at: better.redlion.net
The presenter: