How to sucessfully implement marketing automation

More customers…sales…profit © Aardvark Marketing Consultants Ltd September 2016

79% of the top performing companies have been using marketing automation for more than 2 years. However, many companies are being tempted into buying the new systems without first putting some thought into how they can be used to save time and money in their own business. Without the in-house ‘know-how’ to design and implement the right processes, there is a big risk that the investment will turn out to be a ‘solution’ that just doesn’t work. Marketing automation is potentially a powerful tool, but it must be used with intelligence. This webinar by Gill Hutchinson of Aardvark Marketing is aimed at helping business owners make an informed decision about whether marketing automation is something that you should explore in more detail.

There is a link at the end of this deck to the associated blog and webinar recording.

How to Successfully implement marketing

automation


Marketing automation

What’s this all about, how does it help and is it relevant for my business?

byGill Hutchinson

Director at Aardvark Marketing Consultants Ltd


What is marketing automation?

• A set of software tools that allows an organisation to create automatic processes

• Uses the principle of self selection of content by the website visitor that is relevant to them

• Timing of engagement is managed by the visitor/buyer and how you design your process

79% of top performing companies have used automation for more than 2 years

More customers…sales…profit

The changing world of buyer behaviour

• Buyers have more power• Marketing messages need to

be better targeted and personal

• Nurturing leads with relevant content important

• Average sales cycle has increased 22% over the past 5 years - more decision makers

© Aardvark Marketing Consultants Ltd September 2016


• Generates more leads • Increases the number of qualified leads using

personalised content• Drives more sales through lead tracking• Improves cross-selling and sometimes up-selling to

existing customers© Aardvark Marketing Consultants Ltd September 2016


Tracking your marketing investment

It’s easy to see a comprehensive ROI for every digital marketing tactic by tracking the entire sales process from end-to-end for each activity you run



Selecting automation – factors to consider on installation

FunctionalityRequirements for specialist skillsCost Ability to communicate easily with other IT

systems e.g. your website and existing CRM system



Other factors to take into account - marketing materials

Marketing content/ content generationstrategyplancreation and approval process

Is you website fit for purpose (e.g. blog, landing pages, adding web tracking code, social media links)



Other factors to take into account - data

Have you got complete data lists?Have you got permission to send marketing

materials to your contacts? (Data Protection)



Other factors to take into account - Systems and processes

Are your sales & marketing processes brand new or have you got a proven track record?



1. Intuitive to use and compatible with other IT systems2. Low cost - fraction of what competitors charge3. Great functionality - comprehensive end-to-end solution4. Great technical support from real people5. No tie-in to a long term contract

Aardvark recommendation


Implementation of automation


Checklist - should be complete before you begin to implement automation

Web tracking code is created on your website pages

Sorted and complete existing contactsE-mails and newsletter artwork examples to

handCompany logosSelect up to 5 e-mail contacts to synchroniseMap of the stages in your sales process



Initial set up

• Set up users and user role levels• Decide on important landing pages and visitor

ID settings• Create e-mail templates• Create forms and thank you pages



Setting up automation sequences

• 2 stages for each sequence:– Planning– Implementation

• Lists• Tasks - these are

triggers• Workflows - these

are actions



Setting up a sales pipeline

• 2 stages for each pipeline:– Planning– Implementation

• Lists• Tasks - these are triggers• Workflows - these are actions

• N.B. it may be appropriate to have more than one pipeline e.g. for different products



Set up lead scores

• Automation, lead scoring• List of actions that can be assigned different

scores– Completeness– Engagement– Tracking– Fit– Lead score decay


1 2 3 40

20

40

60

80

100

Lead score


Review and expansion - adding more automation sequences, sales pipelines and lead scoring

Planning

Pilot and test

ImplementMeasure

Review



Thanks for listening!

Any questions?Contact Gill on 0121 222 5743 or

email [email protected]



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You can read the associated blog and listen to a live recording of this presentation by clicking here

You can read Gill’s profile here

http://www.biz-smart.co.uk/smart-room/

http://www.biz-smart.co.uk/blog/understanding-marketing-automation/

http://www.biz-smart.co.uk/select-members/aardvark-marketing-consultants/


•Need a sounding board for your ideas?•Need to know what to prioritise?•Want someone to challenge your assumptions?

https://www.youtube.com/watch?v=CN0_d__cRik


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How to sucessfully implement marketing automation