Marketing Automation & Drupal

ConsistentStrategy + Tactics

Industry AwarenessEducating Audiences & Markets

Selling Value PropositionConnect & Engage

Leads

3Friday, April 12, 13

Jim Caruso, +1 770.642.2080 http://MediaFirst.net 3

Unfair AdvantagesEngineers

IT Sales = Real Customers12 Years of Client Successes

Know Industries & TechnologiesEffective process, Low overhead



Partner, Tool, Contractor• Partners: Rackspace 10+, Hubspot, Yottaa, Acquia, etc.

•Tools: Drupal, WordPress, MailChimp, and whatever you have

•Write, edit, social media, PR, etc.

•Websites & changes, advertising, etc.



6

78% of Internet users conduct product research online.



10

75% of the links search users

click on are organic—not paid.

SOURCE: MARKETING SHERPA, FEBRUARY 6, 20077Friday, April 12, 13


Companies that blog get

website visitors.

12 SOURCE: HUBSPOT, 2010

55% more



14 SOURCE: HUBSPOT, 2011

67%of B2C companies

and 41% of B2B companieshave acquired a customer

through Facebook.



IT’S TIME TO

MARKETING!TRANSFORM



28

Make stuff people want.

1START CREATING/PUBLISHING CONTENT THAT IS HELPFUL & VALUABLE TO OUR CUSTOMERS:

• FAQS• HOW-TO’S• EBOOKS• VIDEOS• BLOG!



29

Be generous.2

• THE MORE WE GIVE, THE MORE WE’LL GET

• INCREASE # OF PAGES & INBOUND LINKS

• BUILD TRUST, CREDIBILITY, & GOOD WILL



30

Rock our keywords.3 • GET ON PAGE 1!

• DOUBLE TRAFFIC• CUT PPC SPENDING IN HALF



31

Give great directions.

4• CREATE RELEVANT LANDING PAGES• CLEAR CALLS TO ACTION• COMPELLING OFFERS



32

Invest wisely.5

“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”



6 MONTH GOALS:

• Double web traffic (to buyer keywords)• Double web leads• Website Grade above 70

–http://www.WebsiteGrader.com–Grader.com

• REPEAT!HOW TO USE THIS SLIDE: Adjust above goals according to your baseline and growth objectives. Then delete this box & the orange arrow to the left!

33

(my addition in parentheses)



http://www.WebsiteGrader.com

http://www.WebsiteGrader.com

11

200 MillionAmericans have registered on the Federal Trade Commission’s “Do Not Call” list.

SOURCE: FTC, JULY 201017Friday, April 12, 13


25

Yesterday’s approach:

“GET IN THEIR FACE” when they’re not looking.

Tomorrow’s approach:

“GET FOUND” when they are looking.



16

Inbound marketing costs 62% less per lead than traditional, outbound marketing.

AVG COST/LEAD: $143

AVG COST/LEAD: $373

OUTBOUND INBOUND

SOURCE: HUBSPOT, 201119Friday, April 12, 13


Inbound Marketing Methodology

Source - http://www.hubspot.com/products/inbound-marketing/



Marketing is EVERYTHING

• Website

• Content

• Social Media

• SEO

• Events

• Video



Marketing Automation

•Overview

•Components

•Tools

•Implementation

•Measurement

•Plan, Do , Measure, Control - Deming



What I Like

• A methodology for implementation

• Tracking methods that show incremental improvement



Drupal

•Powerful Out-of-the-Box

•Flexible - Add Modules

•Functional - Any



Marketing Automation

• Content: Website, Blogging, Press Releases, Forum, etc

• Calls-To-Action (CTA)

• Forms (number of fields)

• Landing Pages

• Email: Campaigns, Nurturing (Drip), Transactional

• SEO



Attract Buyers

• Buyer Personas - Who will buy?

• Buyer Needs - What content helps them buy?

• “Buyer Keywords” - What will be their search query?



Owned, Earned & Paid Media

• Owned: your website and communications that you control

• Earned: Press coverage, “Likes,” Google +1, Retweet, etc.

• Paid: Advertising and promoted content

• Syndicated content, promoted tweet, Facebook or Linkedin Ads



Persona, VC (Investor)

• Large Market

• Excellent Management Team

• Effective Value Proposition

• Ability to Execute



Metrics• Revenues: Top Line

• Profit: Bottom Line

• Closed Deals

• Qualified Leads

• Marketing Qualified Leads

• All Leads

• Traffic29Friday, April 12, 13


Marketing Tools•Website profiler: Ghostery, BuiltWith, etc.

•Dashboards: Geckoboard, Informly, etc.

•Integration: Zapier

•Collaboration: Basecamp, GatherContent, etc.

•SEO: SeoMoz, SpyFu, SEMRush

•Traffic Rank: Alexa, Compete, Quantcast, etc.

•File Share & Sync: Dropbox, Google Drive, Voxel, CloudHQ

•Quotes & Digital Signatures30Friday, April 12, 13


Dashboard: Leftronic



Dashboard: Ducksboard



Dashboards - a listhttp://chimeapp.com/

http://www.cyfe.com/http://www.digmydata.comhttp://www.ducksboard.comhttp://www.easy-insight.comhttp://www.geckoboard.comhttp://www.grappster.comhttp://www.inform.ly http://www.leftronic.comhttp://statusboard.mehttp://www.trakkboard.comhttp://www.zeppelin.coRead more: http://mediafirst.net/blog/dashboard-apps-chime-cyfe-digmydata-ducksboard-easy-insight-geckoboard-grappster-informly-trakk#ixzz2QBXpv0Yz Under Creative Commons License: Attribution Non-Commercial No Derivatives



http://chimeapp.com/

http://chimeapp.com/

http://www.cyfe.com/

http://www.cyfe.com/

http://www.digmydata.com/integration/mailchimp/

http://www.digmydata.com/integration/mailchimp/

https://app.ducksboard.com/

https://app.ducksboard.com/

https://www.easy-insight.com/

https://www.easy-insight.com/

https://jimcaruso.geckoboard.com/#/widget/804/account/31327

https://jimcaruso.geckoboard.com/#/widget/804/account/31327

http://www.grappster.com/

http://www.grappster.com/

https://live.inform.ly/

https://live.inform.ly/

http://www.leftronic.com

http://www.leftronic.com

http://statusboard.me

http://statusboard.me

http://www.trakkboard.com/product/features/

http://www.trakkboard.com/product/features/

https://app.zeppelin.co/space/settings

https://app.zeppelin.co/space/settings

http://mediafirst.net/blog/dashboard-apps-chime-cyfe-digmydata-ducksboard-easy-insight-geckoboard-grappster-informly-trakk#ixzz2QBXpv0Yz

http://mediafirst.net/blog/dashboard-apps-chime-cyfe-digmydata-ducksboard-easy-insight-geckoboard-grappster-informly-trakk#ixzz2QBXpv0Yz

http://creativecommons.org/licenses/by-nc-nd/3.0

http://creativecommons.org/licenses/by-nc-nd/3.0

THINK LIKE A MEDIA COMPANY. You are one.



26

Google is our new business card.





IMPACT OF WEBSITE CONTENT ON INBOUND LEADS.



Inbound Marketing Campaign Components

38

Produce a Compelling Marketing Offer

Place the Offer on Your Website

Promote the Offer

Nurture the Leads who Convert on That Offer

Measure Your Success





Create a Compelling Offer

40

•Offers can take any number of formats•Ebooks•Whitepapers•Webinars•Demos•Tip Sheets•Infographics•Videos•Templates•And so on…



Place the Offer on Your Website



42

Email #1Day 10

Download Our New Lead Generation eBook

Email #2Day 20

Watch “How Using Targeting Email can Increase Leads”

Email #3Day 40

Receive a Demo of the HubSpot Contacts Tool

Nurture Leads Who Convert



Promote the Offer

43

How to properly promote your offer through social media• Decide on the timing.• Choose what social networks work best for this offer• Use a Hashtag• Change up your messages• Measure your success and replicate what works.


Measure Your Campaign


CONVERTS INTO QUALIFIED LEADS

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters


DELIGHTS YOUR CUSTOMERS

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters




Content Distribution



Incremental Improvement


Landing Page









create marketing people love


119%THE CLICK-THROUGH RATE ON TRIGGERED MESSAGES IS 119% HIGHER THAN “BUSINESS AS USUAL MESSAGES.

- EPSILON & DMAhttp://www.epsilon.com/download/q1-2012-north-america-email-trend-results-open-rates-improve-over-previous-quarter-and-prev


Semi- fictional representations of your ideal customer based on real data and some select educated speculation

about customer demographics, behavior patterns, motivations, and goals.

What is a Buyer Persona?


Persona Profile Checklist


MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (BU), MBA (Babson)• 42, Married, 2 Kids (10 and 6)

Goals:• Support sales with collateral and leads• Manage company communications• Build awareness

Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess

Loves HubSpot because:• Easy to use tools that make her life easier• Learn inbound marketing best practices• Easier reporting to sales and CEO


Use PPC to Unleash the Power of Organic (SEO)

• Free

• More traffic

• Smarter people

• Longer lasting

Source: Marketing Sherpa and Enquiro Research

Organic Results

75% of clicks

Pay Per Click – 25% of Clicks


Marketing Automation Vendors•Act On

•Eloqua

•Hubspot

•Infusionsoft

•Loopfuse

•Marketo

•Pardot

•Salesfusion

•Silverpop

•“White Label”



Resources: Complete Examples•Marketing Automation vendors

•Brian Clark

•ProBlogger.net

•Chris Brogan

•Gary Vaynerchuk @GaryVee


Marketing Automation with Drupal

•Google Analytics

•Great content, taxonomy, related content

•Friendly search, Solr and faceted

•Performance tuned servers, caching, and CDN

•Drupal form & validation modules (CRM form modules)

•Email: modules for MailChimp & Mandrill - other ESPs

•Great experience, tracking and landing page alternatives


MediaFirst: Marketing PR, Social, & Web - for Leads

• Jim Caruso, 404.788.0188, [email protected]

• http://MediaFirst.net


mailto:[email protected]

mailto:[email protected]

http://MediaFirst.net

http://MediaFirst.net

Business

Marketing Automation & Drupal