Five easy ways to scale marketing automation across sales, lead gen, and demand generation and increase your engagement by 3x, brought to you by the author of marketing automation for dummies.

1. Marketing
Automation
Tips for Small
Businesses5

2. @MSWEEZEY
PRINCIPLE OF MARKETING INSIGHTS

3. BREAKING
THROUGH

4. OVERVIEW OF PROBLEMS
I am not my
mother, brother,
or other. I am
me. Treat me as
such.
-everyone
@msweezey

5. OVERVIEW OF PROBLEMS
If only it was
this easy to
connect to our
audience!
Reality
• Cross Device Tracking
• Multiple Emails
• Different User Names
• Different expectations
• Filters
• 1% Organic Reach
@msweezey

6. TECHNOLOGY

7. OVERVIEW OF PROBLEMS
WTF?
@msweezey

8. HIGH PERFORMING
MARKETING ORGS USE 14
TOOLS ON AVERAGE TO
CREATE A COHESIVE
CUSTOMER JOURNEY.
@msweezey

9. CONTENT

10. Just make
content they
said!
-every marketer

11. Of marketers say it
takes 2-5 weeks to
create a piece of
content.
42%
1
http://www.techvalidate.com/bl
og/2013-content-marketing-
research-time-spent-creating-
content-2892

12. 3 P R O D U C T S
3 B U Y E R P E R S O N A S
3 S TA G E S I N T H E C Y C L E
2 7 P I E C E S O F C O N T E N T

13. 2 7 P I E C E S
O F
C O N T E N T
AT 2 W E E K S
P E R P I E C E
WEEKS
54

14. 2 7 P I E C E S
O F
C O N T E N T
AT 5 W E E K S
P E R P I E C E
YEARS
2.5

15. CONTENT
(solutions)

16. EDDY – Talk about the issue from your perspective
ANYTHING WITH A
URL IS CONTENT.
-the internet
@msweezey

17. @msweezey

18. @msweezey

19. Transition to Nurturing -
4 TIPS
• Find tweets with
most engagement
in your world.
It’s proved to
be interesting.
• Share them via
other channels,
like email.
• Use the person’s
@handle as a
URL. Then
introduce people
to them.
• Works on all
mediums.
@msweezey

20. TIP #2 – Stage based content
STAGE
BASED
CONTENT

21. @msweezey

23. STAGE ONE
OFFER
STAGE TWO
OFFER

24. 3 TIPS
• Understand the
question your
audience is
asking, and
when.
• Create content
only for one
stage at a
time.
• Make sure the
title of the
content is
HYPER specific
to that stage.
@msweezey

25. (solutions)
TECHNOLOGY

26. Sabari explain Agile in 5 words
BRANDS THAT
USE MARKETING
AUTOMATION
INCREASE TOTAL
REVENUE BY 34%
TURN IT UP!
@msweezey

27. WHAT IS
AGILE?

28. THE MODERN
PRODUCTION
METHOD
(in 4 words)
@msweezey

29. The Agile Proof
I can write up all the stats in the world, but this simple math example
will prove to you that the agile way is faster, better, and repeatable.
Even a child can understand the power of agile with this simple proof.

30. Step 1: Place your pin on the blue dot. Your goal will be to close
your eyes and then draw a straight line to the red dot. Stop when
you get there.

31. Your line probably looks like this.

32. Step 2: Now try again, but feel free to stop whenever you want.
Leave your pen on the paper, and open your eyes. Recalibrate,
close your eyes then continue to draw your line. Take as many
stops as you want.

33. Your second line probably looks like this. You reached your goal,
faster, and with less effort. You can stare at the red dot all you
want, but agile is the only consistently way to get there.

34. User Stories
MVPReview
Execute
User
Stories
What responsibilities do they have?
What issues do they face?
What do they want to learn?
Have they found things before they liked?
@msweezey

35. User Stories
MVPReview
Execute
M.V.P. Minimum Viable Product: What is smallest way you can
provide value to your core consumer. This is your
minimum viable product. Create this, then learn how to
improve it.
@msweezey

36. John,
I noticed an article on Content experience,
and thought you might like to give it a look.
John,
There is a video in our resource library on
Lead nurturing best practices, here’s a link to it.
It was recorded with Jay Baer.
John,
I’m not sure if you follow this guy on social. But
If you’re on Twitter you might want to
check out @jaybaer. We’ve just shot a webinar..
AGILE EXAMPLE
@msweezey

37. User Stories
MVPReview
Execute
Review
It is good to have comparable metrics, but asking
consumers directly is the best feedback you can have on
how to improve your experiences.
@msweezey

38. (solutions)
BREAKING
THROUGH

39. Ask Audience
Do you do A or B
How do you manage your email in box -
IN A WORLD OF
AUTOMATION WHAT
DOES IT MEAN TO BE
HUMAN?
@msweezey

40. EXAMPLEMIT Sloan School
This email took less
than 2 minutes to
create
John,
Have you meet Dr Robertson yet? She writes for Forbes. Check
out her last article, I think you’ll like it The New World of Business.
Best,
Mathew
@msweezey

41. TOP 10 BANK SEES
4.35X INCREASE IN
ENGAGEMENT
R I C H T E X T W O R K S
Simply by using RICH text rather than
full formatted HTML. They say over a
4X increase in email engagement. This
was split tested vs their regular email
with the same copy, cta, and subject
line.
@msweezey

42. (NURTURING)
SALES+

43. Lazy
Crap
The majority of marketers feel their sales
people are Lazy because they do nothing
with the leads which are passed over to
them.
Salespeople tend to feel the lead
they receive from marketing are
crap. This causes major distrust
between marketing and sales.

44. Sales
Automations
Real time notifications
Sales then gets instant notifications of
any lead they are working with and
their engagement with marketing.
Sales Nurturing Programs
The biggest benefit to the sales and marketing program are
sales automations from Pardot. Giving businesses the ability to
generate leads, identify them, and close them faster.
One click nurturing allows sales to then
nurture those leads who are not ready
buy.

45. If you do not involve your sales team in the
process of building out sales nurturing campaigns
they will not use them.

46. Salespeople Are people
And some of them are SMART!
Marketers
PLEASE REMEMBER:

47. Begin with
Their emails
Look at their sent emails to see how they phrase
things. Speak with them and learn what they know
about emailing prospects. They know a lot more than
you may be giving them credit for.

48. Follow their
Cadence
Then ask them how they want their leads to be
followed up with, or how they currently follow up with
them. Your smart reps will have a cadence they follow.
You should use the same cadence.

49. Train them on
How and when
If you fail to train them they will not use
the tools, or not use them correctly. If
you do not get their input they will not
use them at all.

50. (solutions)
RE-CAP

51. EDDY – Talk about the issue from your perspective
ANYTHING WITH A
URL IS CONTENT.
-the internet

52. TIP #2 – Stage based content
STAGE
BASED
CONTENT
@msweezey

53. John,
I noticed an article on Content experience,
and thought you might like to give it a look.
John,
There is a video in our resource library on
Lead nurturing best practices, here’s a link to it.
It was recorded with Jay Baer.
John,
I’m not sure if you follow this guy on social. But
If you’re on Twitter you might want to
check out @jaybaer. We’ve just shot a webinar..
BE AGILE
@msweezey

54. Ask Audience
Do you do A or B
How do you manage your email in box -
RICH TEXT IS
HUMAN
@msweezey

55. Sales
Automations
Real time notifications
Sales then gets instant notifications of
any lead they are working with and
their engagement with marketing.
Sales Nurturing Programs
The biggest benefit to the sales and marketing program are
sales automations from Pardot. Giving businesses the ability to
generate leads, identify them, and close them faster.
One click nurturing allows sales to then
nurture those leads who are not ready
buy.

57. • We recommend you check out this session!
Eager to Learn More?

58. THANK YOU