@uberflip#MAHacks

Linda WestDirector of Digital Marketing, Act-On Software@misslindawest

MARKETING AUTOMATION HACKS:

ACT-ON

Hana AbazaVP Marketing, Uberflip@hanaabaza

@uberflip#MAHacks

Join in on

WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar ☺)

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STICK AROUND FORA DEMO

@uberflip#MAHacks

Meet the Expert

Street Cred:

• Act-On is Act-On’s biggest customer• I’ve worked in both the Demand Gen

and Digital teams at Act-On. • My team uses Act-On to drive

awareness, generate leads, and create brand advocates. We constantly find new ways to use our platform.

Linda West

Director of Digital Marketing

Act-On Software

@uberflip#MAHacks

Let’s get hacking

@uberflip#MAHacks

Hack #1: Map Your Buyer Journey, Map Your Content• Before you build it, map it.• Organize your AO assets• Layer on buyer personas if,

you're an advanced content marketer.

• Content is fuel for your engine.

@uberflip#MAHacks

Hack #1: Map Your Buyer Journey, Map Your Content• Before you build it, map it.• Organize your AO assets• Layer on buyer personas if,

you’re an advanced content marketer.

• Content is fuel for your engine.

@uberflip#MAHacks

Hack #1: Map Your Buyer Journey, Map Your Content• Get it all in the Act-On content

library.• Get your content tech

integrations up and running.• Use media links for other stuff

hosted outside of Act-On.

@uberflip#MAHacks

Hack #1: Map Your Buyer Journey, Map Your Content• To gate, or not to gate?• Select high value content that

people are willing to give up contact details for.

• Hint: it has to be valuable.• Two things to consider: 1)

when are they ready, 2) what do you need to communicate effectively

Additional info

Screenshot here

@uberflip#MAHacks

Hack #2: Apply Automated programs to press & influencers

• Press are people, too.• Apply demand generation

principals to other groups that need “nurturing.”

• Collect data, use it as insight, go!

@uberflip#MAHacks

Hack #2: Apply Automated programs to press & influencers• Lead scoring? Try

press engagement scoring! Try influencer scoring!

@uberflip#MAHacks

Hack #2: Apply Automated programs to press & influencers

• Lead Nurturing? Try Automated programs for press, influencers, and partners.

@uberflip#MAHacks

Hack #3: Seek opportunities to expand interactions

• Website visitor tracking.• Auto-responders.• Try to find opportunities where

your customers have to make a decision to say ‘yes’ or ‘no.’

@uberflip#MAHacks

Hack #4: Customer Engagement

• Customers are your biggest revenue source.

• Brand consistency.• Upsell!• Turn customers into advocates.

Top Performing B2B companies invest

52% of their marketing budget on customer retention & expansion

@uberflip#MAHacks

Hack #4: Customer Engagement

• Welcome drips.• Feature adoption.• Pre-empt down-sell and churn. • Renewal automation.• Better customer success

interactions.• Opportunity to work

hand-in-hand with customer support teams.

Additional info

Screenshot here

@uberflip#MAHacks

Hack #5: When in doubt, TEST!• Hey marketers, guess what? Sometimes, your gut is wrong.• Get scientific.

Additional infoScreenshot here

@uberflip#MAHacks

Hack #5: When in doubt, TEST!• Hey marketers, guess what? Sometimes, your gut is wrong.• Get scientific.

@uberflip#MAHacks

Hack #6: Use AO Anywhere

• Single data source for engagement data – put it to work!

• Multiple contexts and use cases for individual workflows and styles.

@uberflip#MAHacks

Hack #6: Use AO Anywhere

• Content, content, content.• Brand consistency.• Leverage what you have.

@uberflip#MAHacks

Hack #6: Use AO Anywhere

• Content, content, content.• Brand consistency.• Leverage what you have.

@uberflip#MAHacks

Research Report: Alignment, Technology, & Revenue Impact

http://bit.ly/1TV905P

Research Report: Rethinking the Role of Marketing

http://bit.ly/1QVzDZq

Resources

@uberflip#MAHacks

QUESTION TIME!

Linda WestDirector of Digital Marketing, Act-On Software

@misslindawest

Hana AbazaVP Marketing, Uberflip

@hanaabaza

hub.uberflip.com

@uberflip#MAHacks