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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