1 Understanding How to Utilize Marketing Automation we give brands life
2 INTRODUCTION: Marketing Automation Marketing Automation improves effi ciencies and allows marketers to deliver relevant, personal, and timely content that improves the buyer experience.
3 It allows for the ability to understand where a prospect is in the buying process and whether they need to be nurtured or handed off to sales.
4 BEFORE YOU ADOPT & IMPLEMENT: Evaluate the Impact for Your Company REVIEW MARKETING AUTOMATION FEATURES 1. Data Management: A centralized marketing database that allows you to build a rich profile of each lead and customer. 2. Personalization: A/B Testing; Dynamic Content; Templates. 3. Automated Campaigns: Leverage the data you collect to create targeted campaigns with high levels of customization. 4. Lead Scoring: Rank leads based upon predetermined criteria so that when a contact reaches a certain score, the system routes them to an appropriate response. 5. Web Tracking: Monitor online behavior to see how contacts interact with your online properties. 6. Landing Pages: Capture information with pages that are created to market your products or services with maximum effectiveness. 7. Reporting & Analytics: Calculate the effectiveness in every step of your campaign to prove ROI. 8. Integrations: Can it communicate with your CRM or other 3rd party applications?
5 REVIEW YOUR CAPABILITIES 1. Will You Adopt The Whole System? Could this overwhelm your team? 2. Analyze New Responsibilities: Does automation change the way your marketing and sales teams work? 3. The 3 Key Roles: Content Manager: someone who will create content for all of your programs. Marketing Operations Manager: the person who will build the framework and manage the system. Nurturing Manager: the person who tracks the analytics, works with the content manager to create more effective content, and optimizes workflows.
6 CREATE A PATH TO IMPLEMENTATION Once the impact of adopting marketing automation has been assessed, develop a road map prioritizing the elements that are going to be implemented and create a timeline for developing what is needed.
7 BEFORE YOU ADOPT & IMPLEMENT: Assess The Impact GET SALES INVOLVED 1. You Need To Map Marketing Activities To Sales: Your salespeople know how to sell to your customers, so learn the buying process and the diff erent steps within. 2. Alignment Is Key: Create clear guidelines around how automation will accomplish the goals of both teams (ie: Defi ne a lead and a qualifi ed lead ).
8 ANALYZE YOUR CURRENT SALES FUNNEL 1. Chart The Path: Note all of the current steps it takes for a lead to become a customer.
9 DETERMINE NEW WORKFLOWS & PROCESSES 1. Automating Bad Processes Doesn t Make Them Better: Determine what has been working and what has not. Fix the problem(s) while you have the chance! 2. Define The Support System: Remember the 3 key roles content, operations, and nurturing. 3. Create A Clear Picture: When you define how automation helps alleviate pain points, you will also find some things just can t be automated. Be prepared! 4. Know How You Want Automation To Work: The best way toward implementation is working with your provider that has an established process.
10 BEFORE YOU ADOPT & IMPLEMENT: Map Your Lead Flow DETERMINE HOW LEADS FLOW THROUGH YOUR SYSTEMS 1. Complex Or Simple: Map out the pieces so nothing gets left out. ZEST Sample ANCHORS Flow Diagram CAMPAIGNS Data Flow Customer Lead Hot Lead Click + Web Activity Phone Orders Phone Sales ERP Database Customer Segment 1 Pub Leads Corporate Real-Time ERP Data Customer Segment 2 Hot Lead Monthly Non-Hot Pub Leads Customer Segment 3 Real-Time Monthly Real-Time SilverPop Search Engines Website ecommerce Registration Lead Segment 1 Advertising GP Landing Page Survey Monkey Quarterly Lead Segment 2 Online Ads Form Fill Specialist Landing Page Customer Incomplete Leads Lead Segment 3 Social Media Creator Modified Richard Morrow Thu May / 7
11 BEFORE YOU ADOPT & IMPLEMENT: Clean Your Old List SCRUB OLD DATA 1. Make a decision on the extent of past data to import into your new system. 2. More is definitely not better because it can hamper deliverability and performance metrics. DELETE BAD DATA 1. Look for s that don t belong to an individual (ie. You can t communicate effectively, if at all, to a catch-all address. 2. Purge bad data that is obvious. Examples include: If it looks bad, it most likely is. EVALUATE WHAT REMAINS 1. Do not be afraid to purge contacts that have never been active or contacted. 2. If your data has dupes, you must resolve them before you can import.
12 COMPONENTS & BEST PRACTICES: Lead Generation INBOUND MARKETING 1. Content: Keep it interesting, informative, and even entertaining. 2. Optimize For Search Engines: Know your industry and product keywords and use them. 3. Share & Promote: Utilize social media to amplify the reach of your content. 4. Have A Blog: You need a home and an archive for your content. 5. Remember Your Goals & Review Your Metrics: If your inbound eff orts are not creating leads, then you need to switch things up.
13 OUTBOUND MARKETING 1. Online: Banner & Display Ads, Virtual Events, Webinars, Sponsored s. 2. Offl ine: Direct Mail, TV & Radio Ads, Print Ads. 3. Events: Tradeshows, Hosted Seminars, Networking. The best practice is to ensure your outbound supports your inbound marketing.
14 S s are the core of a successful marketing automation program. 1. Don t Get Too Fancy: The more elaborate you make your , the more likely the viewer can t view the properly. 2. Keep The Message Simple: Calls to action should be clear & enticing. You want the viewer to take the next step. 3. Limit Images: Most clients will block images when opened, so use text eff ectively. 4. Know CAN-SPAM: Don t be deceptive, provide a way to opt-out, and honor opt-outs.
15 S: ADVANCED RECOMMENDATIONS 1. Utilize Segmentation & Personalization: Use all of the data you have on record to send information that is tailored to specifi c segment needs. 2. A/B Test: Test messaging with smaller segments before sending to your entire list. 3. Monitor Performance: Always evaluate opt-outs, bounces and blocked messages to ensure everything is working as it should.
16 LANDING PAGES & FORMS Your landing pages should be the fi rst place a prospect visits, so make them count. 1. Clear Brand Identity: Be consistent with your company s design elements and tone. 2. Provide Value: The visitor came to your page for a reason, so make it worth their time. Off er content or something of value for them in exchange for their eff orts completing the process. 3. Keep It Simple: Remember, this is not a website. You don t need to have everything here, and the purpose of this page is to get visitors to accept your off er.
17 LANDING PAGES & FORMS: ADVANCED RECOMMENDATIONS 1. Design For Multiple Devices: Roughly 30% of web traffi c is mobile and your landing page better be functional for tablets and phones of all shapes and sizes. 2. A/B Testing: Just like , determine what works best by off ering diff erent imagery and copy. 3. What Happens Next: Do you redirect to a thank you page? Send an ? Both? Something else?
18 DATA COLLECTION 1. Make Forms Easy: Only ask for the data you need to start the nurturing process. , name and title are usually a good place to start. 2. Utilize Pull-Downs: The more you can pre-format data as selections, the more you can minimize bad data such as typos.
19 DATA COLLECTION: ADVANCED RECOMMENDATIONS 1. Use Field Validation: Ensure data is going into the database how you want it to. For example, consolidating CA and California can become cumbersome down the road. 2. Know The Source: Use hidden fi elds in forms or tracking URLs to know where your leads are originating from. 3. Use Social Sign-In: Provide the ability to sign-in using credentials from popular services such as Twitter, Facebook, or Google.
20 SCORING & ROUTING Scoring allows you to dynamically assign values to leads, giving you an idea of where that contact is in the marketing process. 1. Scoring Models: Only create scoring models with input from marketing and sales teams. 2. Consider The Data: Besides demographic data, you should also incorporate behavioral data into your scoring model. Examples include: web page visits, clicking an , etc. 3. Content Specifi c: Utilize scores to send relevant content based upon where the contact is in the buying cycle 4. Test The Model: Before you implement any scoring model, run practice scenarios offl ine to make sure you don t need any adjustments.
21 SCORING & ROUTING: ADVANCED RECOMMENDATIONS 1. Utilize CRM Integration: By integrating a marketing automation system with a CRM, leads are handed off to the system that sales uses. 2. Dynamic Routing: Utilize database information such as zip code or project type to route a lead to the most qualifi ed sales person.
22 COMPONENTS & BEST PRACTICES: Automated Programs ENTERING / EXITING RULES 1. Defi ne Entry Criteria: In order for a lead to enter an automation process, establish the criteria they must meet in which to do so. 2. Utilize Lead Scoring: By dynamically assigning values to each contact based upon demographic and behavioral data, you can establish when a lead leaves a program. 3. Does A Lead Die? Determine the criteria for what makes a lead a dead lead so they can exit the program.
23 COMPONENTS & BEST PRACTICES: The Data DATA SEGMENTATION 1. Segment Based Upon Goals: Think about what you want each segment to accomplish. 2. Do You Have The Right Data? Look at how you want to segment and consider what you have. If the quality isn t there, then think about how to alter the process to collect the data you need. 3. Consider Your Workload More segmentation is not better if you can t suffi ciently support the programs.
24 DATA SEGMENTATION: ADVANCED RECOMMENDATIONS 1. Use Dynamic Content In s Based Upon Behavior: Populate s based upon prior web page visits or downloads. 2. Cluster Analysis Categorize data into segments of groups that have similar characteristics. For instance, you can create a larger segment that is characterized by particular combinations of demographics as a better way of reaching out.
25 BEHAVIORAL DATA 1. Cookies: You can track and identify each prospective customer individually once they have opted in to your marketing. 2. Cluster Analysis By utilizing the actions of the leads you can send scheduled messages for optimal relevance, thus increasing the likelihood of response. BEHAVIORAL DATA: ADVANCED RECOMMENDATIONS 1. Go Beyond Demographics: Segment by behavior or buying patterns. 2. Consider Unique Behaviors: Your business and website might have unique interactive elements that could be worth tracking (ie. calculators, videos, chat windows).
26 LIST HYGIENE! 1. Set A Time: Always have time set aside to look through your data. Monthly at the very minimum. 2. Remove Inactives: If you constantly send to a number of inactive s, ISPs will take notice and begin to consider you a spammer. 3. Remove Bounces: If s bounce, consider opting them out of our programs. You want to end up in the inbox and not the spam folder. LIST HYGIENE!: ADVANCED RECOMMENDATIONS Get Data Appended: In some instances you may have lots of contacts, but not enough information. Look into a list service that can possibly append data to your list.
27 COMPONENTS & BEST PRACTICES: Analytics GET THE INSIGHT 1. Develop A Standard Report: Work with key stakeholders as to what metrics have meaning and should be reported. 2. Consider The Components: Don t just look at the overall numbers. You have to review every component of every program. 3. Set A Time: Monitor everything to make it better. We suggest reviewing analytics weekly at the very minimum.
28 GET THE INSIGHT: ADVANCED RECOMMENDATIONS 1. Create A Dashboard: Most automation systems come with a dashboard, but it is never set-up for your specifi c needs. Take the time to save time and choose only the metrics you need. 2. Take It Outside of The System: Excel is your friend. Despite the robust features of any automation system, we have never found one that slices and dices data exactly how we need it.
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