Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Marketing Automation — A Brief Introduction

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

Betsy Cohen

February 18, 2016
Tweet

More Decks by Betsy Cohen

Other Decks in Business

Transcript

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

    use MA ➤ How you might use MA ➤ Basic demo w/ nearly free tools
  2. Technology & processes that allow companies to STREAMLINE, AUTOMATE, and

    MEASURE marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.
  3. 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…
  4. CENTRAL MARKETING DATABASE
 AKA CRM, CONTACTS, EMAIL LIST ➤ May

    contain details of customer & prospect interactions ➤ Can be segmented, allowing you to send targeted messages
  5. 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
  6. 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.
  7. 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
  8. 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
  9. THE ACTUAL WORKFLOW Opt-in for Free e-Book Add to e-Book

    Group Send Email with e-Book Add to Interest List