Marketing Automation — A Brief Introduction

1e7c3250a088fabd144d47c1ad36391d?s=47 Betsy Cohen
February 18, 2016

Marketing Automation — A Brief Introduction

— What is Marketing Automation
— Why marketers use
— How site owners might use it for their businesses
— Getting started

Presented at Arizona WordPress Group's North Scottsdale Meetup on February 18, 2016

1e7c3250a088fabd144d47c1ad36391d?s=128

Betsy Cohen

February 18, 2016
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Transcript

  1. MARKETING AUTOMATION A Brief Introduction

  2. BETSY COHEN Founder, Positive Element & RadiateWP @betsela #wpaz

  3. WHAT YOU’LL LEARN ➤ What is MA ➤ Why marketers

    use MA ➤ How you might use MA ➤ Basic demo w/ nearly free tools
  4. MARKETING AUTOMATION IS…

  5. Technology & processes that allow companies to STREAMLINE, AUTOMATE, and

    MEASURE marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.
  6. THE PLAYERS

  7. DIY MA

  8. MARKETING AUTOMATION VS INBOUND MARKETING VS LIFECYCLE MARKETING

  9. INBOUND MARKETING INBOUND: creating quality content that pulls interested people

    toward your company and product, where they naturally want to be. OUTBOUND: buying ads & email lists, praying for leads…
  10. “Inbound marketing brings in leads. Marketing automation helps you capture,

    track and engage with those leads.
  11. LIFECYCLE MARKETING

  12. MA REQUIRED FEATURES

  13. CENTRAL MARKETING DATABASE
 AKA CRM, CONTACTS, EMAIL LIST ➤ May

    contain details of customer & prospect interactions ➤ Can be segmented, allowing you to send targeted messages
  14. WORKFLOW
 AKA AUTOMATION, CAMPAIGNS ➤ You identify triggers and actions

    to move leads through an automated process ➤ Trigger examples: ➤ User fills out a form ➤ User makes a purchase ➤ Action examples: ➤ User gets sent a series of emails over several days (aka drip campaign) ➤ User gets assigned to another list
  15. REPORTING
 AKA ANALTYICS ➤ Information that helps you determine the

    effectiveness of your marketing efforts ➤ Conversion rate ➤ Open rate ➤ Click thru rate ➤ Cost per lead ➤ etc. ➤ May also include A/B testing, website analytics etc.
  16. OTHER COMMON FEATURES ➤ Social Media Integration ➤ Lead Capture

    Form Tools ➤ Landing Page / Call to Action Tools ➤ Lead Scoring / Predictive Tools ➤ Content Strategy & CMS Tools ➤ Integration with Ecommerce
  17. WHY AUTOMATE? ➤ Improved lead management / tracking ➤ Measurable

    results ➤ Shorten sales cycles ➤ Relieve staff from repetitive tasks ➤ Ability to target / personalize marketing ➤ And most commonly cited reason successful marketers use MA?: 
 
 Increased revenue
  18. WHY AUTOMATE?

  19. THE HEART OF AUTOMATION

  20. WORKFLOW EXAMPLES FOR YOUR BUSINESS

  21. SIMPLE: AUTO-RESPONDER Triggers Actions

  22. AUTO-RESPONDER + Triggers Actions

  23. LEAD MAGNET

  24. REQUEST FREE CONSULT

  25. GETTING STARTED Lead Magnet 
 + Auto-responder

  26. OUR TOOL SET

  27. THE TRIGGER : OFFER + FORM

  28. AUTOMATION / WORKFLOW

  29. THE EMAIL

  30. THE ACTUAL WORKFLOW Opt-in for Free e-Book Add to e-Book

    Group Send Email with e-Book Add to Interest List
  31. <DEMO>

  32. QUESTIONS?

  33. THANK YOU! @betsela #wpaz