MARKETING

AUTOMATION
Paula Nieto
Mateo Carrillo
Marta Lyko
Miriam Saus
Elena Cucciatti
Agenda
What is Marketing Automation?
The ideal vs the reality
How to use Marketing
Automation?

Outline of Marketing Automation

Examples of tools of Marketing
Automation
Study Case: Barack Obama's
Presidential Campaign
Conclusion
What is Marketing
Automation?

Is all about using software to automate marketing

activities
 To sum up...

Marketing
automation
refers to
The software is
software designed to
that help you
automates prioritize and
your execute your
marketing tasks
marketing in a more
for you. streamlined

and efficient
way.

What does it mean for

you as a Marketer?

 More
Effective

Free up your
time
 Authenticity
of the
content

Increase
Revenue
The ideal

Think of effective marketing
automation like growing a
garden. You need fertile soil,
ripe for growth. You need seeds
to sow. And you need water
and light to nurture those seeds
into a lush, blooming plant.
Due to the popularity of marketing automation, a misconception has grown that
marketing automation software can be a salve for any slowdowns in marketing
growth.
Many marketers also continue to think of marketing automation in the context
of a funnel, instead of a flywheel.
How to use marketing
automation?
e-mail marketing
 Step 1: Someone downloads your digital product.

Step 2: You send them a thank you note.

Step 3: A few days later, you send a follow-up email, offering them a case
study relating to that topic.

Step 4: Finally, when someone downloads that case study, your sales team
will get a notification so they can follow up with them (this person is now
much more valuable as a customer and information asset).
Facebook Ads as a
powerful tool
 Step 1: You create an ad and duplicate it 5 times.

Step 2: You download Facebook Pixel.

Step 3: You start running those ads and Facebook Pixel collects the data for you
and automatically tailors the target group.

Step 4: Sit back and watch how you make money and spend less and less on ads :)
Ok, but how NOT to use it?
Outline of Marketing
Automation...
 Don’t just automate
your current process
without revisiting your
goals

we don’t want to let marketing automation lead us to

execute strategies that we know don’t make sense for our
customers or prospects.
 DO integrate
marketing automation
with you inbound
marketing strategy

Inbound is about providing valuable content that aligns with your

customers needs and interests. This should not change if you
start using marketing automation. it should enhance the
communication, as you can provide the content they need at the
exact time that they need it.
 DON'T just blast or
broadcast general
messages

With marketing automation, there is no need to send a

general, broad message to your entire contact list that will
end up getting deleted or marked as spam because it’s not
relevant.
 DO send highly-
targeted and specific
content to a narrowed
audience

Provide the content

that people are
looking for.
 DON'T forget about
your customers

DO set up customer
engagement campaigns to
keep your current customers
happy and coming back for
more
 EXAMPLES OF TOOLS OF
MARKETING AUTOMATION
From the moment in which
specialists decide to focus
more on more essential Since marketers are using
automation tools to improve the
things such as strategy and efficiency of their work, they are
therefore decide to find improving planning and execution.
solutions for marketing

campaigns, that is when

marketing automation tools
do their job
MARKETING AUTOMATION TOOLS FOR SAAS

DATA BOX ATOMIC REACH

MARKETING AUTOMATION TOOLS FOR E-COMMERCE

HUBSPOT EXPONEA
MARKETING AUTOMATION TOOLS FOR STARTUPS

GOOGLE TOOLS
MARKETING AUTOMATION TOOLS FOR WORDPRESS

PARDOT
MARKETING AUTOMATION TOOLS FOR SMALL

BUSINESSES

HATCHBUCK
 Political Campaigning can be considered as a large-scale marketing exercise,
Marketing Automation offers a unique opportunity to create targeted, deeply
personal content to help build a connection and drive engagement.

One of the best examples of the effectiveness of Marketing Automation in politics is represented by
the 2012 American Presidential Election.
The Dashboard (online registration platform for volunteers willing to support the
candidate’s campaign):
volunteer’s street adress, ZIP code and a valid email address;
 basic information sent to the lead's
database, in which every person
has their own profile;
•
placing a marketing automation
tracking pixel onto the Obama
campaign's website to have access
to further information;
segment volunteers and donors
into relevant groups.
Did it work?
 https://blog.hubspot.com/insiders/what-is-

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