In Marketing Automation Demystified we unpack the concept, the scope and the benefits for your business. Read Marketing Automation Demystified to: * Have a solid understanding of marketing automation * Review business use cases and example scenarios * Know whether marketing automation is a good fit for your business * Understand how to getting started To download the full version please visit: http://inbound.equ.com.au/marketing-automation-demystified

2. Introduction
2
Marketing automation is not just drip email campaigns, nor will
it automate all your marketing tasks and make marketers
redundant.
It will, however, reduce the need to manually manage multi-
channel campaigns, improving efficiencies and allow you to
spend more your time on strategy and optimisation.
By the end of this guide you will:
• Have a solid understanding of marketing automation
• Know whether it’s a good fit for your business
• Understand the next steps to getting started
Please do get in contact if you have any questions.
Cheers,
Inbound Marketing Director @ Equilibrium
Hi Marketer,
Thanks for downloading Marketing Automation Demystified!
“Marketing Automation”: it’s not just another marketing buzzword,
it’s a must have tool. But what is it, exactly?
Marketing automation platforms are designed to manage and
optimise marketing campaigns at scale, improving marketing
efficiencies and return on investment.
These platforms are a centralised place to manage the marketing
campaigns that generate leads for your business. Once you’ve
captured a lead, marketing automation works to nurture them and
help turn leads into long term customers.
In Marketing Automation Demystified we’ll unpack the concept, the
scope and the benefits for your business, but for now let’s get a
sense of the 1,000 foot view.

3. What is Marketing Automation?
3
Marketing automation involves the definition, scheduling,
segmentation and tracking of marketing campaigns.
The use of marketing automation makes previously
manual processes much more efficient, as well as making
new processes possible.
Of course, these practices are possible without marketing
automation technology, however, at scale, marketing
automation enables efficiencies not otherwise possible.
What Marketing automation is software that typically
lives ‘in the cloud’ – is always accessible via an
internet browser.
How It streamlines, automates, and measures
marketing.
Why So marketers improve marketing efficiencies
and ROI.
Who Any business that needs to generate leads at
volume.
When Right now. Marketing automation is “the next
big thing” in marketing and is slowly building
momentum in Australia. So the opportunity to
be among the first, real movers in the space is
yours for the taking!

4. Marketing Automation Platforms
4
Marketing automation platforms offer a central platform to
manage, measure and optimise modern marketing
practices including, but not limited to:
• Content marketing
• Email marketing
• Lead generation
• Lead segmentation
• Lead scoring and nurturing
• A/B testing
• Content personalisation
• CRM Integration
• Landing pages
• Calls to action
• Lead forms
• Blogging platform
• Closed loop analytics

5. How Automation Improves Marketing
5
Attract potential customers to your website with
inbound marketing campaigns. Improve your organic search
reach with blogs, content and landing pages.
Schedule campaigns with paid search, email and social
promotion.
Convert website visitors to leads. By using lead
capture forms to turn website traffic into actionable leads.
Test landing page copy, headlines and calls to action to
determine which combination generates the best outcomes.
Integrate a CRM so that as soon as leads qualify or take
actions that indicate sales-readiness, they are swiftly
transitioned into the hands of your sales team for follow up.
Prioritise leads with a lead scoring that ranks individual
prospects according to activity/level of engagement with
your brand. This means sales teams can prioritise which
leads to follow-up with first.
Nurture leads with automated email campaigns.
Develop long-term, long-lasting relationships with
customers by educating them with strategic content and
resources. Lead nurturing keeps your brand front and centre
with potential buyers and helps build trust over time.
Enable sales to have better conversations with
prospects. CRM integrated marketing automation means
salespeople can see a detailed history of each individual
contact, including their website activity, email clicks, media
downloads, video views and more. Gain greater insight
into the pain points and interests of each
prospect to engage in meaningful
conversations.

6. How Automation Improves Marketing
6
Automate manual tasks. Marketing automation
saves time: whether you’re deploying email campaigns on a
staggered schedule, setting up drip campaigns that run
themselves, segmenting website visits or engaging multiple
social channels with a single click. Marketers can use this
freed-up time to invest in new program development or
focus on campaign performance analysis. All the benefit of
increased efficiency, without an increase in staff headcount!
Improve ROI with better targeted
campaigns.
Marketing automation reduces the operational cost of
marketing campaigns. The relative ease of audience
segmentation, high level personalisation and data-driven
optimisation leads to more targeted and tailored campaigns
that can be launched faster and generally perform better.
Integrates with existing systems.
Most marketing automation systems can be integrated with
a wide range of systems and tools, meaning no new system
shock for marketing teams. Integrating marketing
automation with an existing system means a reduction in
expenditure in the long term by efficiently supporting
marketing campaigns and communications.
Examples include:
• CRM platforms
• Blogging platforms
• Advertising platforms

7. Marketing Automation Software
There are several market leading Marketing Automation platforms available, including Marketo,
Adobe Marketing Cloud, Oracle Eloqua, Hubspot, and Salesforce Pardot. These platforms offer
varying degrees of functionality depending on your objectives and budgets.
Common features of quality marketing automation platforms include:
• Data integration, list creation, dynamic list-building
• Automated workflows for the execution of marketing campaigns
• Ability to create email messages, landing pages, and lead capture forms
• Lead management features for lead scoring, and lead nurturing
• Visibility and access for sales into marketing campaign efforts and individual prospects
• CRM integration (either native or non-native)
• Unique activity reports for each contact (e.g., prospect, lead, customer) showing website
behaviours, email click-through, content views, form completions, etc.
• Reporting, analytics, and customisable dashboards
7

8. Inbound Marketing + Automation
8
“Inbound marketing” refers to marketing activities that earn
customers' attention, as opposed to traditional outward
facing, disruptive marketing tactics designed to go get
prospects' attention. This includes:
• Search Engine Optimisation (SEO)
• Search Engine Marketing (SEM)
• Blogging
• eBooks / Whitepapers
• Retargeting
• Landing pages
• Content creation
• Social media
• Video
• Opt-in email list
• Webinars
• Events
However, inbound in isolation does not qualify leads, move
prospects through the funnel or close sales.
Inbound marketing is the fuel that drives the marketing
automation machine.
“Inbound marketing is extremely effective when
combined with marketing automation”.
Marketing automation platforms help to best manage and
execute inbound marketing strategies, linking them to the
sales nurturing processes.

9. To download the complete version of Marketing Automation
Demystified please go to:
http://inbound.equ.com.au/marketing-automation-demystified