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Marketing Automation
A Framework for Sustainable Growth
@joeforhope
Marketing Automation
Making Automation Great Again
@joeforhope
Today’s Goal
Marketing Automation presentation for NewTech NorthWest
Marketing Automation presentation for NewTech NorthWest
Marketing Automation presentation for NewTech NorthWest
Lifecycle Marketing
Client Example
Client Example
Thank You!
Thank You!
/joehafner
@joeforhope
e: joehafner@ochoconsulting.com
Freelance digital marketing
consultant and HubSpot Expert

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Marketing Automation presentation for NewTech NorthWest

Hinweis der Redaktion

  1. Quick intro: Joe Hafner Marketing Automation expert: I’m a sort of digital watch-builder, helping companies design and mesh the gears that keep operations running. Difficulty coming up with a title for today’s talk. Wanted something punchy. A good hook.
  2. Was going to change it again, but I got interrupted and ran out of time.
  3. 2 second overview of the marketing technology landscape over the past 5 years Teach you the most valuable principle of marketing automation Demonstrate a specific framework and application of that framework with a real client Show you a picture of my dog  Begin with a terrible slide
  4. Scott Brinker, chiefmartech.com Aug 2011 ~150 logos  March 2016 ~3500 logos Driven by business’ demand to capitalize on data-driven insights to capture revenue.
  5. ~3500 Tools Available. All comers are welcome. $  $$$ DIY to Enterprise Relational  Transactional The most valuable principle of marketing automation
  6. Process Determines Outcome Corollary = doing something different every time and expecting any kind of consistent result. Marketing Automation done poorly results in email spam, tin-eared social media, and a complete disconnection between marketing and sales goals. = Insanity Marketing automation done right, requires a strategic framework or methodology. We are going to talk about one:  Lifecycle Marketing
  7. This is just a conceptual framework. Inside/outside perspective showing how a buyer moves through the marketing and sales funnel. Next I’ll show you the framework with the actual “meat on the bones” from a client engagement. Client: k-12 education, very lean team with a tuition (ahem, “revenue”) problem. Challenges: -People of various technical acumen all working in the system. -Lack of rigor in data tracking. -Multiple legacy systems and office processes to integrate. 
  8. Solution: -At-a-glance visualization of “how it works” and what is connected -Definition of metrics and analytics for reporting to leadership -Goes with a wiki that provides deep documentation of integrations and captures institutional knowledge  Results
  9. Q3 of 2014 compared to Q3 of 2015 Visits to lead conversion pages ~200% increase in visits to conversion pages, ~10% increase in net new enrollment
  10. So… 2 second overview of the marketing technology landscape over the past 5 years – 150 logos to 3500 logos Teach you the most valuable principle of marketing automation – Process Determines Outcomes Demonstrate a specific framework and application of that framework with a real client One more thing?  Show you a picture of my dog