Marketing Automation presentation for NewTech NorthWest
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The document discusses marketing automation as a framework for sustainable growth, with a focus on lifecycle marketing. It includes client examples and expresses gratitude towards contributors. The author is Joe Hafner, a freelance digital marketing consultant and HubSpot expert.
Marketing Automation presentation for NewTech NorthWest
- 1. Marketing Automation A Framework for Sustainable Growth @joeforhope
- 2. Marketing Automation Making Automation Great Again @joeforhope
- 3. Today’s Goal
- 10. Thank You!
- 11. Thank You! /joehafner @joeforhope e: joehafner@ochoconsulting.com Freelance digital marketing consultant and HubSpot Expert
Editor's Notes
- #2: 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.
- #3: Was going to change it again, but I got interrupted and ran out of time.
- #4: 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
- #5: 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.
- #6: ~3500 Tools Available. All comers are welcome. $ $$$ DIY to Enterprise Relational Transactional The most valuable principle of marketing automation
- #7: 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
- #8: 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.
- #9: 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
- #10: 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
- #11: 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