Building a Successful Marketing Automation Program

BUILDING A

SUCCESSFUL

MARKETING

AUTOMATION PROGRAM

Lisa Messelt: Marketing Manager, Spanning

How will it benefit my big picture

marketing strategy?

What is marketing

automation?

Common Misconceptions

Just a way to send email blasts

Requires more technical chops than my team

has to build and manage it

“Eloqua is our strategy for X market”

Marketing automation software is a tool, not a

strategy

Getting Started

Triggered actions for new leads

Sales notifications

Targeted messages based on lead activity

Soft follow-ups (Thank you for purchasing,

could you write us a review, etc.)

There is no all or nothing – You can start small and

gradually build a great program

What Skills Do I Need?

Logic & Reasoning

Really, this is all you need

Other things that help

Familiarity with databases

Basic HTML/CSS

A good dose of marketing attribution know-how

It takes nothing more than practice to get good at

this – start trying things out