Embed Size (px)
Citation preview
Introduction to Marketing Automation
Jeff Dworkin
@ghostpoint
Imagine What You’ll Know Tomorrow
The new way of marketingHalf the money I spend on advertising is wasted; the trouble is I don't know which half.
There is a new way to do marketing and it’s to do it with numbers….
…with the kind of technologies the Internet brings, you should be
able to measure almost everything. *
John WanamakerFather of modern advertisingand a "pioneer in marketing” Eric Schmidt
Executive Chairman of Google
Marketing and the Engineering Brain
Marketing Automation Makes it This
•Systemic
•Automatic
•Tunable
Eliminate Data and Process Silos
WEBSEM SEO
EVENTSPRINTSOCIAL SALES
?
Bottom Line74% of CEOs want marketers to become more ROI-Focused.
80% of CEOS say they don’t really trust the work done by marketers.
80% of CEOS say marketers are too disconnected from the financial realities.
78% of CEOs believe that marketers lose sight of generating quantifiable customer demand.
~The Fournaise Group
• Technology to Capture relevant data as prospects move through a companies website and/or other online presence.
• A method of using technology to maintain contact and engage with prospects until they reach the point where they are ready to engage and make a purchase
• A system for alerting sales personnel that a prospect is ready to make a buying decision
Marketing Automation is Many Things
Features
Basic
• Segmentation and Targeting
• List Management
• Email Marketing/Nurturing
• Templates• Personalization
• Scoring• Automatic
Threshold/Trigger Event Notification
• CRM Support/Integration
Mid-Level
• Integration with Lead/Demand Generation
• Adwords
• Email Tracking
• Website Visit Tracking• Anonymous and Converted
• Landing Page Creation
• Social Integration
• Third Party Integration• Live Event• Webinar Support• Video Streaming
• CMS Support
Advanced
• Data Cleansing/Third Party Database Lookup
• Progressive Profiling
• Account-Based Scoring
• Dynamic Website Content Integration
• API Support
• ROI/Campaign Cost
Basic Features
Segmentation and Targeting
Feature
• Build lists based on topic of engagement and personas
• Create nurture programs based on these lists
• Manage issues of list/content overlap
Best Practice Tip
Every conversion point is designed to put the prospect into a specific
list for nurturing and/or other targeted marketing.
Take every opportunity to classify visitors and prospects.
• An automated series of events/emails designed to engage a prospect and move them closer to a buying decision
• Based on • how a prospect is created
• behaviors of the prospect
• at the request of a sales person
• A prospect can be put into a Nurturing Campaign
Email Marketing – Nurturing - Drip
Prospect Downloads a WP from a Landing Page
An auto-responder is sent with product
information relevant to the WP content
Wait 9 days
A email about a second WP is sent to the prospect.
Wait for 9 days.
A new email of relevant a product promotion is sent
A Nurturing or Drip Campaign
There are many type of nurturing campaigns
• Generating New Leads• Net New Campaigns
• Pre- and post-event follow up
• Upselling
• Cross-Selling
• Reviving cold leads• Finding old lists
• Wake-the-dead
• Sales Support• Managing Churn
• Stalled Lead Engagement
• Competitive Leads
• Lost-Deal nurturing
• Long Term Nurture• Stay Front-of-Mind
• Wait for the lead to be ready
Email Marketing – Nurturing - Drip
Feature
• Management
• Triggered Email
• Forms and Templates
• Dynamic Content
• Mobile responsiveness
Best Practice Tip
Nurture programs can “look” like they come from Marketing or they
can look like they come from an individual sales person.
Create templates for each
Don’t score things just because you can.
KISS
Scoring
Feature
• Assigning a value to each interaction
• Threshold
• Trigger Events
Best Practice Tip
CRM Support
Feature
• Not Necessarily CRM Integration
• Record some basic CRM Information
• Value of Lead
• % To Close
Best Practice Tip
Not having native integration with the CRM system that the company
uses can kill the success of a MAP Initiative
CRM Support
Feature
• Not Necessarily CRM Integration
• Record some basic CRM Information
• Value of Lead
• % To Close
Best Practice Tip
Not having native integration with the CRM system that the company
uses can kill the success of a MAP Initiative
Mid-Level Features
Integration with Lead/Demand Generation
Feature
• The ability to track a prospect from third party source, put them on an interest list and drop them into a nurture program
Best Practice Tip
• It can be very complicated to automatically move data from a PPC campaign to a MAP.
• Weigh the benefit against the cost.
• Maximizing AdWords involves, key words, split testing, relevance and bid cost.
• Sometimes manual entry of data is easier than automation.
Email Tracking
Feature
• Recording, scoring and taking action based on items such as
• Opened
• Number of Times Opened
• Dwell Time
• Links Clicked
Best Practice Tip
Reveal the use of these techniques to prospects with
caution. People have been know to get “creeped-out” when you know too much about what you can know about their interaction
with your emails
Website Visit Tracking
Feature
• Tracking of the anonymous visitor to the website
• Once they self-identify then you have a track of all there interactions prior to conversion
• This may cause them instantly accrue a large score and become an MQL
• Important evaluating efficacy of website as it ties to ROI
Best Practice Tip
Another feature that can easily cause a prospect to get “creeped-out,” particularly when you “know
things about them” that happened before they
volunteered any information about themselves
Landing Page Creation
Feature
• The ability to create Landing Pages with limited technical support
• WYSIWIG or Drag and Drop
• Templates and Forms
Best Practices Tip
Watch out for the distinction between hosted and local landing
pages. You may only be able to use a MAPs page creation tools if they host the pages, and that can
affect your SEO.
Social Integration
Feature
• Tracking and scoring social activity
• Cross pollination of multiple social platforms
Best Practice Tip
• Particularly in the B2B Space:• Understand the motivation of
Social Users
• Facebook is a good place to expose your corporate culture, not product information
• LinkedIn is better for news and job postings, as well as targeted ads
Live Event/Webinar Support
Feature
• Registration for the event puts the prospect directly into a segmented/interest list
• Scoring for Registering, for Attending, for viewing the archive
• Poll questions create additional segmentation
Best Practice Tip
Use Poll Questions Wisely
They should further identify and/or segment
the attendees
CMS Integration
Feature
• Plug-In, Modules, etc.
• Popular CMS• WordPress
• Drupal
• Joomla
Best Practice Tip
Using a MAP with native integration with your CMS
can allow you to create better programs with less
support from IT
Advanced Features
Data Cleansing/Third Party Database Lookup
Feature
Native ability to query third party databases to build better profiles
• Data.com
• Zoom Info
• D&B
Best Practice Tip
Cleansing is very important if you purchase lists or are working with an old database. Without it, you
can quickly end up being blacklisted as a spammer.
Sales can tell if there is value in supplementing organic data with
third party databases.
Progressive Profiling
Feature
• Require a limited amount of data for each piece of convertible content
• Form automatically determine which is the “next” piece of data that to collect from the prospect
Best Practice Tip
Dropping one or two field from a form can increase conversion
rates by about 5%
Account-Based Scoring
Feature
• Used when it has been determined that a group of people is involved in the purchasing decision
• Groups then together to create a collective score
• Used when B2B companies with a complex sales cycle
Best Practice Tip
Powerful technique to identify the very best sales opportunities, but it takes a lot of work to properly
implement
Dynamic Website Content Integration
Feature
• Based on the persona of the visitor, the content of the page to be displayed is selected and displayed in real time.
• Now looking at delivering real time content based on company, rather than on visitor
Best Practices Tip
When presenting a gallery of information (whitepapers, success
stories, product information), place the content in which this
visitor may be most interested in the key positions of the gallery.
API Support
Feature
• Access to low-level functions through an API
• JAVA
• JSON
• SOAP
• REST
Best Practices Tip
The developer who will be involved with the implementation
should have input when considering this point.
An API is useless unless your developer has the skills to use it.
ROI/Campaign Cost
Feature
• The ability to tie the value of every sale back to the cost of every marketing activity that contributed to the sale
Best Practices Tip
This is key to getting “C-Level” approval of a marketing
automation implementation.
REMEMBER:
74% of CEOs want marketers to become more ROI-Focused.
Bottom Line74% of CEOs want marketers to become more ROI-Focused.
80% of CEOS say they don’t really trust the work done by marketers.
80% of CEOS say marketers are too disconnected from the financial realities.
78% of CEOs believe that marketers lose sight of generating quantifiable customer demand.
~The Fournaise Group
Marketing Automation Makes it This
•Systemic
•Automatic
•Tunable
Introduction to Marketing Automation
Jeff Dworkin
@ghostpoint
