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HOW TO WIN WITHHOW TO WIN WITHHOW TO WIN WITH
HOW TO WIN WITH
MARKETING AUTOMATIONMARKETING AUTOMATIONMARKETING AUTOMATION
MARKETING AUTOMATION
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BEST PRACTICES MARKETING Zoom Out Zoom In
By Kayleigh Hines 0 346 May 27, 2015
33 24 3 0 0 0 Total: 60
Technology is at an all time high. Billions of users have some type of
technology right in the palm of their hand. Nowhere is that more
apparent than in digital marketing.
have been using marketing automation for more than 2 years. In fact,
email marketing was reported as the number 1
by top performing business to business marketers.
using marketing
automation. In short, marketing automation is taking over the world
of marketing.
79% of top performing companies
most effective tactic
for lead nurturing
63% of companies are outgrowing their competitors
– nearly 40 times thatEmail remains more effective than social media
4min
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of Facebook and Twitter combined. If you already have digital
marketing tactics in place and need to clean it up a bit or if you are
starting fresh, here are some steps to create effective workflows
within email automation.
PLAN
–
Benjamin Franklin
“If you fail to plan, you are planning to fail.”
In order to begin the process, planning your attack method is vital. A
great starting point is to create a blueprint of what current needs are.
Take a look at your own inbox. What sorts of automated emails do
you find? For instance, if someone made a purchase, having an
automated “Thank you” email or even a confirmation email for
purchases. These are basic workflows that should be put in place
before starting anything more sophisticated. Look at your data
.
to
make insightful actions
suggests to set goals for the lead so there is continual
contact between your company and the customer. “When a lead
Hubspot
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reaches the set goal, the campaign stops. From there,
, send them to sales, or take other actions.”
you can move
them to a new campaign
CHOOSE
“Learn to say ‘no’ to the good, so you can say yes to
the best.”- John C Maxwell
Step 2 is find a marketing automation platform. Popular platforms are
Hubspot, Pardot, Act-On, Oracle Eloqua, Marketo, and SharpSpring.
While price is always a realistic factor, remember to choose the
platform that best fits your company needs. Email automation exists
with platforms like Mailchimp and Vertical Response, but if you think
you’ll need forms or the ability to create sophisticated campaigns, go
with one of the aforementioned platforms. Before settling on a
specific platform, be .sure to look at some factors before integrating
– 92% of CMOs say this is their
system. Because marketing automation is
complex, it’s wise to choose one that’s user-friendly. Your system
should come with training courses at no extra cost.
Usability #1 criteria when choosing a
marketing automation
avoid FOMO. sign up!
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– Make sure the tools you use will integrate well with
your new marketing automation platform. If you advertise on mobile,
make sure your platform provides responsive templates and forms.
Compatibility
– All platforms should integrate with social media
platforms such as Facebook, Twitter, and LinkedIn.
Social media
– If you need to create webinars, customized content, or
landing pages, ensure your platform has these capabilities.
Content
– All marketing automation have some type of tools enabled for
emailing however some are better than others. Look at those that
offer nurture or drip campaigns, subject lines for A/B testing, and
demographic segmentation.
According to , an important factor to look at is Customer
Relationship Management (CRM). CRM integration with marketing
automation can improve both your marketing and sales efforts, and
can be the difference between closing a sale, or generating a greater
volume of leads. It’s important to remember, not all
. While the process of bi-directional syncing works in
many instances, there are even more benefits that come from a
marketing automation platform with built-in CRM.”
Sharpspring
“
CRM integration
is created equal
sign up!
Email *
I am interested in working with Red Branch Media
@REDBRANCHMEDIA- is a full-service#B2B #marketingagency, primarilyfocused on HR and
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CONTENT
“The best marketing doesn’t feel like marketing.”-
Tom Fishburne
Now begin to create emails that inform and are attractive to the
customer. Remember, this interaction is human to human, so don’t be
salesy. 33% of email recipients open email based on the .
Something as small as personalizing the subject line with the
by 22.2%.
says to “Consider A/B testing the
landing page: Not sure which image or headline to use on your
landing page? to show half the visitors one version,
and half another. You can automate this process, and then monitor
results to see which version has a higher conversion rate.”
subject line
customer’s name can increase the open rate
Contentmarketinginstitute.com
Run an A/B test
WORKFLOW
“Aint nobody got time for that.”- Kimberly “Sweet
global workforcevendors. RBMhandles clients of allshapes and sizes.
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“Aint nobody got time for that.”- Kimberly “Sweet
Brown” Wilkins
The beauty with marketing automation is once you set it all up, you
let it do its job. As you generate more users, it will allow you to focus
on other important tasks. Creating workflows and tasks allows you
to work on new content and even more sophisticated workflows
based on prospect behavior. For example, create a map for prospect
triggers (this could be a form on a case study, a white paper, a webinar
or simply clicking through a product tour).
Note, once you plug the workflow into the task, it is instantly
activated. Feel free to go back to your website and fill out the form
yourself to be sure that you created the workflow and task properly.
You can even integrate a long map. As the customer keeps clicking it
will keep sending different ads, blogs, or other relevant materials.
When creating workflows have a plan set up that would still keep the
lead engaged even if they decide not to fill out the form. Hubspot
suggests, “They didn’t complete that action because of some
hesitation — they didn’t want to fill out a form, or they had some
additional questions that stopped them from starting that trial. This
is an with related content (like product
videos or resources for the trial) and an alternative action (maybe
opportunity to follow up
CareerBuilderClearCompanyGreenJobInterviewInforVisibility SoftwareRecruiterBoxRecruiter.comReviewsnapVitru
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videos or resources for the trial) and an alternative action (maybe
they don’t want to use a trial, they simply want to get a demo or speak
directly with a sales rep).” This will decrease the tendency from leads
getting lost in between the cracks.
MEASURE
“Measurement is the first step that leads to control
and eventually to improvement. If you can’t
measure something, you can’t understand it. If you
can’t understand it, you can’t control it. If you
can’t control it, you can’t improve it.” – H. James
Harrington
Now check your open rates. Marketo displayed a survey which
showed only 46% of respondents routinely gain insight from
marketing analytics, , and 15% are not able to
access or use data to measure marketing effectiveness. Most
platforms allow you to view click rates on specific emails. Once you
see a high or low rate, begin to make changes as needed. Emailing
28% check occasionally
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marketing overall has an . The higher the click rate, the
better traffic and revenue, ultimately. Nurturing campaigns doesn’t
just work for top of the funnel leads, they also help create bottom of
the funnel value by warming up the prospect.
ROI of 4,300%
33 24 3 0 0 0 Total: 60
TAGGED WITH: MARKETING RED BRANCH MEDIA
BY KAYLEIGH HINES
Kayleigh is the Communications and Email
Marketing Coordinator. She specializes in
controlling the corporate calendar and sending
killer b2b emails. Kayleigh cannot eat barbecue
chips straight from the bag, they have to be
refrigerated first. So cold!
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