Marketing Automation Your Time-Saving Secret Weapon

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1 Marketing Automation Your Time-Saving Secret Weapon Kristen Carvalho Senior Content and Social Media

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3 A software that allows companies to buy and sell like a major retail giant. To nurture prospects with highly personalized, useful content that helps convert them to customers and turn customers into happy customers. 53% higher conversion rates on average 14.5% increase in sales productivity 451% increase in qualified leads 3

4 Imagine this You re a golf course owner & need to decide how to water the fairways. A. Higher an army of grounds keepers to water fairways. B. Invest in an automatic watering system that reacts to the weather conditions. 4

5 Why Use it For Your Events? An event requires marketing efforts Months of preparation for communication aspects and the channels you will implement them on Recruitment efforts for speakers, exhibitors and 5

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7 Build a process upfront to optimize your time and efficiency in the future Classic Marketing Approach Marketing Automation Fig 2, notice the reach is bigger against the market size by maximizing the conversions and by reducing the time to convert your potentials into participants. 7

8 What are the Components of Marketing 8

9 Marketing automation comes from the ecommerce world How does this relate to events? A. The acquisition of the attention: someone is aware of your event B. The acquisition of the profile: someone has decided to register C. The optimization of the acquisition: you capture behaviors and you offer more relevant 9

10 Think about the event model EVENT 10

11 When do you apply this for your events? Getting people to register for your event (the right people) Trying to figure out what content, exhibitors or speakers works best Give new or returning attendees specialized messaging Improve your delivery metrics & increase ROI shows the level of sophistications (skills/ bandwidth) you need to consider in order to run efficient automation 11

12 Steps to Setting Up Your Program 1. Set up your goals 1 campaign: 3 s and different actions 2. Assign responsibilities a. a project manager (super user) b. set up a budget c. train people 3. Determine your environment a. event software b. CRM c. marketing automation d. website Identify the number of programs ( campaigns, content and behavior) to send better performing messages to increase your conversion 12

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14 Define targets & leads to nurture Trade Show Leads Website visitors/form submit Inquiry directly through or phone Old Leads Recent Leads New Leads Are you still interested? s 2 Content 2 Last Chance Are you still active? s 5 Content 2 Last Chance Convert to Nurture/Active Less exposed to Content Better lead Knowledge s 3 to 4 Content 14

15 Recent Leads Program Has Not Opened? Has Not Opened? Has Not Opened? 1 Wait 30 days Yes 2 Wait 60 days Yes 3 Wait 90 days Yes 4 Wait 90 days No No No End Program Insert into lead nurturing program End Program Insert into lead nurturing program End Program Insert into lead nurturing program 5 Wait 30 days Has Not Opened? No Yes Notification of no longer receiving s Wait 30 days Has Not Opened? No Yes Final notification of no longer receiving s End Program Stop Sending End Program Insert into lead nurturing program End Program Insert into lead nurturing program 15

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17 Nurture Program Has Not Clicked? Has Not Clicked? Has Not Clicked? 1 Wait 30 days Yes 2 Wait 90 days Yes 3 Wait 90 days Yes 4 Wait 90 days No No No End Program Insert into active program End Program Insert into active program End Program Insert into active program 5 Wait 90 days Has Not Clicked? No Yes Notification of no longer receiving s Wait 30 days Has Not Clicked? No Yes Final notification of no longer receiving s End Program Stop Sending End Program Insert into active program End Program Insert into active program 17

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19 How do we score who moves on? In the lead to nurture s: a. If they open an and click, they will be pushed to the nurture program b. If they open an and click and have a lead score of x, they will be pushed to the nurture program Help you to better understand what happens behind the scenes. Given the actions we can offer more relevant content to convert. 19

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21 What Options Are 21

22 First, Answer These Three Questions 1. What software are you already using? 2. What is your budget? 3. What is your 22

23 Marketing automation software Gives customers the ability to capture and leverage behaviors of their prospects and improve return on relationships. All-in-one marketing software Helps more than 10,000 companies attract leads and convert them into customers Marketing automation software Gives the power & flexibility to execute campaigns and generate more revenue with less manual effort Marketing automation SaaS company Part of Oracle's Customer Experience Cloud Helps companies transform the way they market, sell, support, & serve their customers PRICING All pricing need to contact sales rep Basic: $200/month 100 contacts Pro: $800/month 1,000 contacts Enterprise: $2,400/month 10K contacts Spark: $895/month 10K records Standard: $1,795/month 10K records Select: $3,195/month 10K records Basic: $2,000/month 10K contacts Standard: $4,000/month 10K records Enterprise: custom 23

24 Inbound marketing automation platform for WordPress Automates the grunt work, accelerates results, reduces time to execute inbound campaigns and helps highlight your work that is doing best Starter: $49/month 200 contacts Essentials: $99/month 1K contacts Team: $169/month 2K contacts Sales & marketing software for small businesses Combines contact management, CRM, marketing automation and e-commerce in one platform PRICING Essentials: $199/month 2,500 contacts Deluxe Sales: $299/month 5K contacts Deluxe E-Commerce: $299/month 5K contacts Complete: $379/month 10K contacts All-in-one marketing automation software Ability to automate marketing to create personalized conversations with prospects to engage & convert them into customers Starter: $95/month 1K contacts Bronze: $295/month 5K contacts Silver: $495/month 20K contacts Gold: $995/month 50K 24

25 marketing for businesses Send s, automated messages and targeted campaigns Online marketing company Offering marketing, social media marketing, online survey, event marketing and more All-in-one marketing platform marketing, marketing automation and sales & CRM functions Entrepreneur: Free 2K contacts for 12,000 s/monthly Growing Business: unlimited s $50/month 5K contacts $75/month 10K contacts $240/month 50K contacts PRICING Unlimited s $15/month 500 contacts $35/month 2,500 contacts $55/month 5K contacts $85/month 10K contacts Basic: $17/month 1K contacts $29/month 2,500 contacts $70/month 10K 25

26 What it is How to use it The process involved The options that are 26

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