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Marketing Automation

A Framework for Sustainable Growth

@joeforhope

Quick intro:Joe HafnerMarketing Automation expert: Im a sort of digital watch-builder, helping companies design and mesh the gears that keep operations running.

Difficulty coming up with a title for todays talk. Wanted something punchy. A good hook.*

Marketing Automation

Making Automation Great Again

@joeforhope

Was going to change it again, but I got interrupted and ran out of time.*

Todays Goal

2 second overview of the marketing technology landscape over the past 5 yearsTeach you the most valuable principle of marketing automationDemonstrate a specific framework and application of that framework with a real clientShow you a picture of my dog

Begin with a terrible slide*

Scott Brinker, chiefmartech.comAug 2011 ~150 logos

March 2016~3500 logosDriven by business demand to capitalize on data-driven insights to capture revenue.*

~3500 Tools Available. All comers are welcome.$ $$$DIY to EnterpriseRelational Transactional

The most valuable principle of marketing automation

*

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*

Lifecycle Marketing

This is just a conceptual framework.Inside/outside perspective showing how a buyer moves through the marketing and sales funnel.

Next Ill 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.

*

Client Example

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*

Client Example

Q3 of 2014 compared to Q3 of 2015Visits to lead conversion pages~200% increase in visits to conversion pages, ~10% increase in net new enrollment*

Thank You!

So2 second overview of the marketing technology landscape over the past 5 years 150 logos to 3500 logosTeach you the most valuable principle of marketing automation Process Determines OutcomesDemonstrate a specific framework and application of that framework with a real client

One more thing? Show you a picture of my dog*

Thank You! /joehafner @joeforhopee: joehafner@ochoconsulting.com

Freelance digital marketing consultant and HubSpot Expert

Quick intro:Joe HafnerMarketing Automation expert: Im a sort of digital watch-builder, helping companies design and mesh the gears that keep operations running.

Difficulty coming up with a title for todays talk. Wanted something punchy. A good hook.*Was going to change it again, but I got interrupted and ran out of time.*2 second overview of the marketing technology landscape over the past 5 yearsTeach you the most valuable principle of marketing automationDemonstrate a specific framework and application of that framework with a real clientShow you a picture of my dog

Begin with a terrible slide*Scott Brinker, chiefmartech.comAug 2011 ~150 logos

March 2016~3500 logosDriven by business demand to capitalize on data-driven insights to capture revenue.*~3500 Tools Available. All comers are welcome.$ $$$DIY to EnterpriseRelational Transactional

The most valuable principle of marketing automation

*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*This is just a conceptual framework.Inside/outside perspective showing how a buyer moves through the marketing and sales funnel.

Next Ill 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.

*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*Q3 of 2014 compared to Q3 of 2015Visits to lead conversion pages~200% increase in visits to conversion pages, ~10% increase in net new enrollment*So2 second overview of the marketing technology landscape over the past 5 years 150 logos to 3500 logosTeach you the most valuable principle of marketing automation Process Determines OutcomesDemonstrate a specific framework and application of that framework with a real client

One more thing? Show you a picture of my dog*