How to build a marketing automation plan - Tim Karpisek

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    08-Jan-2017

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<p>PowerPoint Presentation</p> <p> Email marketing is all about thinking outside the inbox</p> <p>How to build a marketing automation planTim KarpisekBusiness development managerM: 0032 497 60 15 93E: tkarpisek@raak.be</p> <p>Thanks voor introPresentatie gaat over hoe email future proof maken1</p> <p> Email marketing is all about thinking outside the inbox</p> <p>Marketing automation explained in 2 dots</p> <p>Marketing automation explained in 2 dots:The most easy way to explain is 2 draw 2 dots on a computer screen. Put your mouse on the yellow dot, close your eyes, and draw the line to the pruple dot.You will end up somewhere half near. This is comparable to campaigning, where we guess to get to our goal.Now do the same thing and open your eyes. You will not have reached the purple dot but close your eyes again and try to get their. By cutting the process in muliple part, and to adjust, you will reach your goal in 4 steps. This is marketing automation2</p> <p> Email marketing is all about thinking outside the inbox</p> <p>Marketing automation explained in 2 dots</p> <p>Marketing automation explained in 2 dots:The most easy way to explain is 2 draw 2 dots on a computer screen. Put your mouse on the yellow dot, close your eyes, and draw the line to the pruple dot.You will end up somewhere half near. This is comparable to campaigning, where we guess to get to our goal.Now do the same thing and open your eyes. You will not have reached the purple dot but close your eyes again and try to get their. By cutting the process in muliple part, and to adjust, you will reach your goal in 4 steps. This is marketing automation3</p> <p> Email marketing is all about thinking outside the inbox</p> <p>Marketing automation</p> <p>Marketingprocess automationMarketingcommunications automationMarketingdata automationWorkflowsReal-time marketingMulti-channel marketingLead nurturing programsDrip marketingLead scoringAnalytics &amp; insightsPredictive analyticsTracking &amp; taggingProgressive profilingConditional personalisationMarketing operations managementMarketing scalabilityQuality management &amp; testing</p> <p>Marketing automation covers a wide load of areas. When talking about MA, we tend to break it down into 3 particles:Prcosess: automatting your processes. So how can you use automation to cut your production costsCommunications: how can you automate your outbound communicationsData: how can you automate the data processes</p> <p>In general you will get a combination of these 3. Because f.i. its hard to het communications right without data.4</p> <p>The how-to-get-started formula?</p> <p>BudgetTimeBuy-in</p> <p>++</p> <p>5</p> <p>ABCA step-by-step guide to setting up marketing automation</p> <p>ExecutionReportAnalyseAdapt3SetupTechnical ProduceImplement2StrategyGETTOBY1</p> <p>6</p> <p>Strategy - Setup - ExecutionGET TO BY</p> <p>GETTOBY</p> <p>Who is our target audience?What do they have to do/think?How are we going to do this?</p> <p>7</p> <p>SuspectLeadMQLSQL</p> <p>ClientofflineonlineStrategy - Setup - ExecutionGET TO BY</p> <p>8</p> <p>SuspectLeadMQLSQL</p> <p>ClientLead scorelowmediumhighqualifiedBASofflineonlineStrategy - Setup - ExecutionGET TO BY</p> <p>Personas</p> <p>9</p> <p>Strategy - Setup - ExecutionGET TO BYReachAttractConvertRetain</p> <p>brandbrand</p> <p>10</p> <p>impacttimeStrategy - Setup - ExecutionGET TO BY</p> <p>11</p> <p>impacttimeStrategy - Setup - ExecutionGET TO BY</p> <p>12</p> <p>Strategy - Setup - ExecutionGET TO BYSource 1Source 2Source 3</p> <p>Entry points</p> <p>13</p> <p>Strategy - Setup - ExecutionGET TO BY</p> <p>Source 1Source 2Source 3</p> <p>Entry points</p> <p>14</p> <p>Strategy - Setup - ExecutionGET TO BY</p> <p>Source 1Source 2Source 3</p> <p>Entry points</p> <p>1</p> <p>2</p> <p>3</p> <p>45Click YOtherOtherOtherOther</p> <p>15</p> <p>Strategy - Setup - ExecutionGET TO BY</p> <p>Source 1Source 2Source 3</p> <p>Entry points</p> <p>1</p> <p>2</p> <p>verifiedClick YOtherOtherConfirmedOtherOtherOtherThank youCross-sell345</p> <p>16</p> <p>Strategy - Setup - ExecutionGET TO BY</p> <p>Source 1Source 2Source 3</p> <p>Entry points</p> <p>1</p> <p>2</p> <p>verifiedClick YOtherOtherConfirmedNo confirmOtherOtherOtherThank youCross-sellReminder 1Reminder 2345</p> <p>17</p> <p>Strategy - Setup - ExecutionGET TO BY</p> <p>Source 1Source 2Source 3</p> <p>Entry points</p> <p>1</p> <p>2</p> <p>verifiedstopContent flow pickupOther activationClick YOtherOtherConfirmedNo confirmOtherOtherOtherOtherThank youCross-sellReminder 1Reminder 2345</p> <p>18</p> <p>Strategy - Setup - ExecutionGET TO BY</p> <p>GETTOBY</p> <p>Contacts in the VTM database who have not registered the VTM appCreate a VTM accountShowing the content &amp; benefits in sequence of activation e-mails</p> <p>19</p> <p>Strategy - Setup - ExecutionGET TO BY</p> <p>GETTOBY</p> <p>Contacts who want to renovate their electricity without heavy breakingKnow about a plug-and-play product lineSending personalised campaign based on their timings and intention to renovate</p> <p>20</p> <p>Strategy - Setup - ExecutionTechnical produce implementContent 1Thank you 1Retargeting 1Retargeting 2Thank you 22345</p> <p>21</p> <p>Strategy - Setup - ExecutionTechnical produce implementIF not opened THENIF not clicked THENIF confirmed THENIF NOT confirmed THEN</p> <p>22</p> <p>Strategy - Setup - ExecutionTechnical produce implementMailsifAfterActionContent_1not opened OR opened no click3Content_2opened, clicked, not registered1Retargeting_1opened, clicked, registered0Thankyou_1</p> <p>23</p> <p>Strategy - Setup - ExecutionTechnical produce implement</p> <p>24</p> <p>Strategy - Setup - ExecutionTechnical produce implement</p> <p>BriefingPlanningCopyDesignHTMLTestingFinaliseOther</p> <p>25</p> <p>Strategy - Setup - ExecutionTechnical produce implementEmail marketing platformEmail Platform+ featuresMarketing automationplatform</p> <p>26</p> <p>Strategy - Setup - ExecutionTechnical produce implement</p> <p>Salesforce buys ExacttargetSelligent buys OptizenAdobe buys NeolaneOracle buys Responsys+EloquaIBM buys Silverpop</p> <p>2008201320142020Marketing technoloy</p> <p>2016Sitecore EP Marketo, Hubspot, </p> <p>27</p> <p>Strategy - Setup - ExecutionReport analyse adapt</p> <p>CAMPAIGNREPORTINGCUSTOMERREPORTINGWEBREPORTING213</p> <p>28</p> <p>Strategy - Setup - ExecutionReport analyse adapt</p> <p>CAMPAIGNREPORTINGCUSTOMERREPORTINGWEBREPORTING213</p> <p>29</p> <p>Strategy - Setup - ExecutionReport analyse adapt</p> <p>CUSTOMERREPORTING2</p> <p>30</p> <p>Strategy - Setup - ExecutionReport analyse adapt</p> <p>WEBREPORTING3</p> <p>EMAIL REPORTING</p> <p>Email sending</p> <p>Open</p> <p>ClickWEB REPORTING</p> <p>Bounce rate</p> <p>User path</p> <p>Conversion</p> <p>31</p> <p>Strategy - Setup - ExecutionReport analyse adapt</p> <p>Last-clickTime-basedAlgorythmic100%40%30%15%10%5%</p> <p>0%0%0%0%</p> <p>Conversion attribution</p> <p>32</p> <p>Strategy - Setup - ExecutionReport analyse adapt</p> <p>20172018LaunchEval launchadaptation 1Eval adapat 1adaptation 2Eval adapat 2adaptation 3</p> <p>33</p> <p>StrategySetupExecutionGETTOBYTechnical ProduceImplementReportAnalyseAdapt123ABC5%5%5%15%45%25%</p> <p>34</p> <p>Thanks for listening, now lets talkTim KarpisekBusiness development managerM: 0032 497 60 15 93E: tkarpisek@raak.beT: @timkarpisek</p> <p>Job opening: strategic accountmanager</p> <p>www.raak.be</p> <p>35</p>