The Human Side of Marketing Automation Presented by Dan Stasiewski @danstasiewski
The Human Side of Marketing Automation
Jul 16, 2015
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The Human Side of Marketing Automation
Presented by Dan Stasiewski@danstasiewski
The Human Side of Marketing
Automation
● About● Marketing Automation Then● Marketing Automation Now● How To Get Started
10 Years Ago
Connected Marketing Operations with CRM Software
List + Drip Email = Automation
Old Paradigm
“The very last thing 99% of companies out there should be
doing is automating their approach to marketing.”
- Brian Halligan, CEO of HubSpot
New Paradigm
How Do You Achieve That?
It Doesn’t Matter Which Service
It Doesn’t Matter Which CRM
The Tools
Website
Social
Content
Blog
Advertising
Automation
Website
Social
Content
Blog
Advertising
Automation
The Great Convergence
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+
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+m
+$42M
Why?
“Now, nearly any marketing, commerce or customer service professional from any business
will have the ability to deliver the kinds of personalized customer experiences that make a measurable impact on the brand experience and
the bottom line.”
- Craig Hayman, GM, Industry Cloud Solutions, IBM
“By augmenting our industry-leading marketing automation with Insightera’s real-time
personalization capabilities, we are delivering on our vision to unify disparate channels and create
timely, individualized relationships.”
- Phil Fernandez, President and CEO of Marketo
“The Holy Grail for customer personalization is rooted in a deep, meaningful understanding of our
audiences and communities.”
-Kevin Akeroyd, General Manager of the Oracle Marketing Cloud
“To create a truly remarkable business by definition your approach to interacting with prospects,
customers and leads should be personalized and lovable, not automated.”
- Brian Halligan, CEO of HubSpot
74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests. (Janrain.com)
Calls-to-action targeted to the user had a 42% higher view-to-submission rate (HubSpot)
RelevanceMatters
RelevanceMatters
The Human Side of Marketing Automation
1. Define Buyer Personas2. Target Personas with Personalized Content3. Score Based on Who They Are and What they Do
The Human Side of Marketing Automation
1. Define Buyer Personas2. Target Personas with Personalized Content3. Score Based on Who They Are and What they Do
The Human Side of Marketing Automation
1. Define Buyer Personas2. Target Personas with Personalized Content3. Score Based on Who They Are and What they Do
Personas
Buyer Personas
1. Who They Are2. Where Do They Look for Info3. What Their Main Concerns4. What Solutions Can You Provide
Exercise #1 - Define Buyers
● List 3 Targeted Buyer Groups● Identify Common Traits for Each Group● Determine an Educational Offer Idea for Each Group
Lead Scoring
Lead Scoring
1. Engagement2. Behavior3. Persona
Lead Scoring
1. Engagement2. Behavior3. Persona
Lead Scoring
1. Engagement2. Behavior3. Persona
Exercise #2 - Scoring Leads
● Define Engagement Scores● Define Behaviors Scores● Define Persona Scores
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