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MARKETING AUTOMATION A Brief Introduction

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

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WHAT YOU’LL LEARN ➤ What is MA ➤ Why marketers use MA ➤ How you might use MA ➤ Basic demo w/ nearly free tools

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MARKETING AUTOMATION IS…

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Technology & processes that allow companies to STREAMLINE, AUTOMATE, and MEASURE marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.

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THE PLAYERS

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DIY MA

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MARKETING AUTOMATION VS INBOUND MARKETING VS LIFECYCLE MARKETING

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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…

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“Inbound marketing brings in leads. Marketing automation helps you capture, track and engage with those leads.

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LIFECYCLE MARKETING

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MA REQUIRED FEATURES

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CENTRAL MARKETING DATABASE
 AKA CRM, CONTACTS, EMAIL LIST ➤ May contain details of customer & prospect interactions ➤ Can be segmented, allowing you to send targeted messages

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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

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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.

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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

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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

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WHY AUTOMATE?

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THE HEART OF AUTOMATION

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WORKFLOW EXAMPLES FOR YOUR BUSINESS

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SIMPLE: AUTO-RESPONDER Triggers Actions

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AUTO-RESPONDER + Triggers Actions

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LEAD MAGNET

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REQUEST FREE CONSULT

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GETTING STARTED Lead Magnet 
 + Auto-responder

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OUR TOOL SET

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THE TRIGGER : OFFER + FORM

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AUTOMATION / WORKFLOW

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THE EMAIL

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THE ACTUAL WORKFLOW Opt-in for Free e-Book Add to e-Book Group Send Email with e-Book Add to Interest List

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QUESTIONS?

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THANK YOU! @betsela #wpaz