Deliver the Right Message to the Right Customers at the Right Time You've written engaging marketing content. You've created customer personas and segmented your database. Your website is optimized for conversions. You've built a large opt-in email list. Now your challenge is managing it all. Marketing Automation is an emerging class of software that enables marketers to leverage their website, email, content and database. With marketing automation, marketers will be able to understand their customer's digital body language and establish long-lasting relationships. In this session Steve will explain how marketing automation works and why it provides benefits to marketers beyond basic email marketing platforms.

1. All information contained within this document is proprietary and confidential
© Lyons Consulting Group 2014
Steve Susina | July 29, 2014
@ssusina
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WINE & WEB

3. LEAD GENERATION

5. LEAD SCORING

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TRADITIONAL BUYING JOURNEY
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8. TRANSITION from SELLING to
FACILITATING PURCHASING

9. Age of Consumer Empowerment
• Much of the buying process takes
place before the first interaction with
the vendor
Source: Marketo, Sirius Decisions, Forrester Research
BUYING JOURNEY TODAY
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10. And its not just large purchases
“Influence of Online Research Over
Purchase Decisions Expanding Beyond
Big Ticket Items”
-- Radius GMR, 5/2013
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BUYING JOURNEY TODAY

11. Marketers Goal to Engage with
CustomersWHAT IS MARKETING AUTOMATION
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12. • Marketing Database Management
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• Website Tracking
• Marketing Asset Creation &
Management
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• Campaign Management
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• Analytics
WHAT IS MARKETING AUTOMATION
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13. Marketing Automation
EcosystemMARKETING AUTOMATION
ECOSYSTEM
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14. Evolutionary MarketDYNAMIC CATEGORY 20 YEARS IN
THE MAKING
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15. PERSPECTIVE OF THE MARKETER
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• Manage your:
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• To help you:
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16. Let’s Walk Through
the Revenue Cycle

17. UNDERSTANDING THE
REVENUE CYCLE
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18. IDENTIFYING THE ANONYMOUS

19. LEAD GENERATION IN THE
REVENUE CYCLE
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20. QUALIFYING - UNDERSTANTDING
“DIGITAL BODY LANGUAGE”
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21. Digital Body Language
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EVERY ONLINE ACTION
TELLS US SOMETHING
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22. TARGETING BASED ON
DEMOGRAPHICS AND BEHAVIOR
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23. PERSONAS BASED ON
DEMOGRAPHIC ANALYSIS
We Really Like Them!
• Postal Code
• Psychographic / Lifestyle
• Company Type
• Gender / Age / Education
• Job Title
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• Undesirable
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24. Customer Attractiveness
The Like Us! They Really Like Us!
• Visited Our Product Web Page
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• Looked at our Pricing
• Placed Items in Cart
• Opened/Clicked a relevant
email
• Registered for information
• Signed up for newsletter
• Undesirable
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BEHAVIORAL ANALYSIS

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WHY CARE ABOUT ENGAGEMENT?
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26. BALANCING DEMOGRAPHIC AND
BEHAVIOR FOR QUALIFICATION
BEHAVIOR !
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27. EMAIL MARKETING IN THE
REVENUE CYCLE
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28. EMAIL MARKETING IN THE
REVENUE CYCLE
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29. COMMONLY AUTOMATED
MARKETING TASKS
• Content Marketing
• Building Targeted Lists
• Execute Campaigns
• Measure Activity
• Score Leads and Segment Further
• Pass Qualified Leads to Sales
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30. Automation
Use Cases

31. Welcome / New Customer Series
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WELCOME EMAIL SERIES
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32. Personalized Emails & Landing
Pages
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LONG CYCLE NURTURING
Above the Funnel In the Funnel
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33. Triggered Reengage | Latent non-
customersRE-ENGAGE AWOL CUSTOMERS
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34. Long Cycle Lead Nurturing
GOOD PROSPECT, WRONG TIMING
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35. [P(
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36. Thank You
Lyons Consulting Group, LLC
20 N. Wacker Drive, Suite 1750
Chicago, IL 60606
p: 312.506.2020
f: 312.506.2022
w: www.lyonscg.com
Steve Susina
MARKETING DIRECTOR
p: 312.564.3196
e: ssusina@lyonscg.com
t: @ssusina