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

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