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Marketing Machine

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Build A Better Marketing Machine How Marketing Automation Can Drive Leads, Sales and Growth


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Prophet Business Group is based in Winnipeg, Canada and is a certified Microsoft Dynamics CRM and ClickDimensions partner. Prophet Business Group W: www.prophet.ca T: @ProphetBG Who Are We? Cody Pierson is the Marketing Manager at Prophet Business Group and a one-man marketing department for SMBs.


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TODAY’S AGENDA What Is Marketing Automation? How Do You Get Started? What Does It Actually Do? Is Marketing Automation Worth It?


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Give You The Tools To Decide Whether Marketing Automation Warrants Further Consideration MY GOAL


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What Is Marketing Automation? PART ONE


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Marketing automation refers to software designed to automate repetitive marketing tasks and improve your ability to manage multi-channel digital marketing.


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Marketing automation has three specific goals.


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Goal #1 Attract Prospective Customers Goal #2 Goal #3 Encourage Them To Identify Themselves Nurture Them Into Qualified Opportunities - By promoting good content on the right channels. - With well-designed landing pages and easy to understand forms. - By consistently providing relevant, useful information.


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Common Uses For Marketing Automation Mailing List Management Lead Capture & Scoring


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Common Uses For Marketing Automation Email & Nurture Campaigns Reporting & Statistics


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How Do You Get Started? PART TWO


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3 Things You Need Succeed At Marketing Automation Conversion Optimized Website Clear Calls To Action Short, Simple Forms Relevant Headlines


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3 Things You Need Succeed At Marketing Automation CRM With A Healthy Database Building Mailing Lists Tracking Interactions Aligning Sales & Marketing


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3 Things You Need Succeed At Marketing Automation Time To Experiment Create & Test Content Refine Landing Pages Try New Channels


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There are three major challenges to successful marketing automation.


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Challenge #1 Lack of Strategy Challenge #2 Challenge #3 Lack of Content Lack of Understanding - You need a target audience and a strong value proposition. - You need more than a neglected blog and a handful of case studies. - You need to know what your customers want to read about.


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What Does It Actually Do? PART THREE


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Use Case #1 Email Marketing & CASL Compliance


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Registration & Subscription Forms


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Opt-In Records


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96.6% of organizations have commenced a CASL compliance initiative.


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Mailing Lists Opt-Ins Added To Lists Built Within CRM Users Can Unsubscribe Can Be Built As Needed


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Stats & Reporting


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Use Case #2 Lead Nurturing & Scoring


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Nurture Programs Behavior-Based Marketing Automates Action Multiple Nurture Tracks Can Be Built As Needed Great For Events & New Subscribers


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Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.


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Lead Scoring Assigns Points To Leads Surfaces Hot Leads Or Triggers Nurture Programs Lead Must Have Already Identified Themselves


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Use Case #3 Landing Pages & Web Forms


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Landing Pages Built Within ClickDimensions No Web Design Required Directly Feeds CRM Easy To Refine And Modify


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Web Forms Works With Any Landing Page Captures Information In CRM Used For Lead Capture, Event Registrations & More


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Use Case #4 Tying It All Together


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Marketing Automation In Action 1. LinkedIn Ad 4. Triggers Nurture 3. Form Submitted 2. Landing Page 5. Joins Mailing List 6. Accumulates Lead Score 7. Hot Lead


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Is Marketing Automation Worth It? PART FOUR


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THE NUMBERS The Impact of Marketing Automation 25% of B2B Fortune 500 companies already use marketing automation, as do 76% of the world’s largest SaaS companies. 63% of companies that are outgrowing their competitors use marketing automation software. B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%.


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But, Is It Right For My Company?


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Reason #1 Spend More Time On Hot Leads Reason #2 Reason #3 Get Clear ROI From Marketing - Shorter sales cycles and better close rates. - Set goals and hold marketing accountable. - You can’t target your weaknesses until you know where they are. Better Business Intelligence


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THANK YOU!


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