Retooling with Marketing Automation

Industrial Marketing Solutions
INDUSTRIAL STRENGTH MARKETING
Retooling with
Marketing
Automation.

Continuously Improving Your Industrial Marketing
ISM is here to make — and keep
— marketing the strength of your
business. Committed to continuous
improvement, we’re always optimizing
and inform you when your marketing
requires retooling.

Our Process
1.  Test marketing innovations.
2.  Identify the most effective and affordable solutions.
3.  Offer proven marketing advantages to our clients.

Today’s Innovation: Marketing Automation
Marketing automation has the potential
to transform your business. But
implementing it requires adopting a new
tool, as well as some reconﬁgurations to
your marketing program. That’s why
ISM has put together a streamlined,
cost-effective solution for our clients.

In the next 60 minutes, let’s:
1.  Deﬁne marketing automation.
2.  See how B2Bs beneﬁt.
3.  Review ISM’s solution.
4.  Experience a live demo.

Marketing
automation.

Marketing Automation Is
A term for software platforms that
capture website visitors’ information and
preserve it in a cloud-based marketing
database, making leads available for
ongoing marketing.

Marketing Automation Is Not
Software that will do marketing for you.
Rather, it’s a powerful tool that can
facilitate better integrated marketing.

Successful marketing automation requires:
1.  Technical onboarding
2.  Website management
3.  A customer database
4.  Marketing campaigns

How B2Bs beneﬁt.

Lead Intelligence
With a marketing automation system, a record is created for
every prospect who ﬁlls out a form on your website. You can see
how often they visit your site, which pages they go to, and
which promotions they click on. You can even assign them a
“lead score” based on these activities for your sales team.

Lead Intelligence Results
•  54% of companies with marketing automation capture intelligence for the
sales team, compared to 25% without.
—The Lenskold and Pedowitz Groups
•  69% of top performing companies cite “cooperation between marketing and
sales” as the most critical value driver for maximizing marketing automation
ROI.
—Gleanster
•  68% of successful marketers cite lead scoring . . . as most responsible for
improving revenue contribution.

Lead Nurturing
For marketing automation, the most important piece of
information to capture is a lead’s email address. With it, you can
use the platform to run integrated marketing campaigns that will
nurture prospects into qualiﬁed leads.

Lead Nurturing Results
•  B2B marketers who implement marketing automation increase their sales-
pipeline contribution by 10%.
—Forrester Research
•  Businesses that use marketing automation to nurture prospects experience a
451% increase in qualiﬁed leads.
—The Annuitas Group
•  B2B marketers see an average 20% increase in sales opportunities from
nurtured leads vs. non-nurtured leads
—DemandGen

Reporting & Analytics
A marketing automation system records all lead activity in
individual proﬁles. It aggregates this data to show how prospects
generally progress from ﬁrst contact to customers, providing
valuable information for planning more effective marketing.

Reporting & Analytics Results
•  Companies using marketing automation see 53% higher conversion rates.
—Aberdeen Group
•  78% of successful marketers cite marketing automation systems as most
responsible for improving revenue.
•  63% of companies that are outgrowing their competitors use marketing
automation.

ISM’s solution.

Lots to Choose from
According to Capterra, there were 211
marketing automation platforms as of
2014. Selecting the right one requires
careful consideration.

ISM Selected Act-On.
ISM evaluated dozens of platforms and
chose Act-On as the best option for
providing a robust, scalable, and
affordable marketing automation
solution for its clients.

What We Can Do with Act-On
Here’s a shortlist of 10 marketing
advantages ISM can provide your
company with Act-On.

Advantage No. 1 – Marketing Database
Compile an accessible record of all the
prospects who visit your website and
identify themselves by ﬁlling out a form.

Advantage No. 2 – Daily Report
Each morning, receive a report
summarizing the previous day’s online
marketing activity in your inbox.

Advantage No. 3 – Real-Time Alerts
Receive an email or text whenever a
customer takes a speciﬁc action or when
a known prospect visits your site.

Advantage No. 4 – Funnel Reporting
Monitor, in real time, how anonymous
visitors become known visitors,
prospects, leads, and then customers.

Advantage No. 5 – Competitor Monitoring
Track competitors’ online marketing
efforts across channels and see how
your company measures up.

Advantage No. 6 – Email Workﬂows
Use series of timed and conditional
emails to keep prospects engaged and
qualify leads for sales.

Advantage No. 7 – RSS Emails
Automatically deliver emails about new
blog articles or other subscription-based
content to your email list.

Advantage No. 8 – Webinar Integrations
Promote WebEx or GoToWebinar
webinars, enrolling webinar contacts
into marketing automation workﬂows.

Advantage No. 9 – A/B Testing
Test email subject lines, forms, and
landing pages to see which convert best.
Automatically use the ones that do.

Advantage No. 10 – Free Upgrade
At no cost, ISM is upgrading its
MarketstrongTM Communicator clients’
marketing automation to Act-On.

A live
demonstration.

www.marketstrong.com
Thank you.

Retooling with Marketing Automation

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