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
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