Marketing Automation Your Time-Saving Secret Weapon

Marketing Automation Your Time-Saving Secret Weapon Kristen Carvalho Senior Content and Social Media Manager etouches @kristencarvalho sales@etouches.com @etouches

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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 sales@etouches.com @etouches 3

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. sales@etouches.com @etouches 4

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 attendees sales@etouches.com @etouches 5

NO! sales@etouches.com @etouches 6

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. sales@etouches.com @etouches 7

What are the Components of Marketing Automation? sales@etouches.com @etouches 8

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 content sales@etouches.com @etouches 9

Think about the event model EVENT WEBSITE sales@etouches.com @etouches 10

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 programs. sales@etouches.com @etouches 11

Steps to Setting Up Your Program 1. Set up your goals 1 campaign: 3 emails 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 (email campaigns, content and behavior) to send better performing messages to increase your conversion sales@etouches.com @etouches 12

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

Recent Leads Email Program Has Not Opened? Has Not Opened? Has Not Opened? Email 1 Wait 30 days Yes Email 2 Wait 60 days Yes Email 3 Wait 90 days Yes Email 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 Email 5 Wait 30 days Has Not Opened? No Yes Notification of no longer receiving emails Wait 30 days Has Not Opened? No Yes Final notification of no longer receiving emails End Program Stop Sending Email End Program Insert into lead nurturing program End Program Insert into lead nurturing program sales@etouches.com @etouches 15

Nurture Program Has Not Clicked? Has Not Clicked? Has Not Clicked? Email 1 Wait 30 days Yes Email 2 Wait 90 days Yes Email 3 Wait 90 days Yes Email 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 Email 5 Wait 90 days Has Not Clicked? No Yes Notification of no longer receiving emails Wait 30 days Has Not Clicked? No Yes Final notification of no longer receiving emails End Program Stop Sending Email End Program Insert into active program End Program Insert into active program sales@etouches.com @etouches 17

How do we score who moves on? In the lead to nurture emails: a. If they open an email and click, they will be pushed to the nurture program b. If they open an email 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. sales@etouches.com @etouches 19

What Options Are Available? sales@etouches.com @etouches 21

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

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 pricing sales@etouches.com @etouches 23

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 contacts sales@etouches.com @etouches 24

Email marketing for businesses Send emails, automated messages and targeted campaigns Online marketing company Offering email marketing, social media marketing, online survey, event marketing and more All-in-one marketing platform Email marketing, marketing automation and sales & CRM functions Entrepreneur: Free 2K contacts for 12,000 emails/monthly Growing Business: unlimited emails $50/month 5K contacts $75/month 10K contacts $240/month 50K contacts PRICING Unlimited emails $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 contacts sales@etouches.com @etouches 25

What it is How to use it The process involved The options that are available sales@etouches.com @etouches 26