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Marketing Automation Process
Marketing Automation for Leads, Sales and Growth
What is it all about?
1. What Is Marketing Automation?
2. What is Semi Marketing Automation
3. Why we are using Marketing Automation?
4. How Do You Get Started?
5. What Does It Actually Do?
6. Is Marketing Automation Worth It?
Dharmesh Singh
Marketing:-
Marketing is making people aware and increase their interest for company’s products and services. There are two kind of Marketing:-
1. Outbound Marketing In this we approach customers by using emails, IVR, RSVP in some Org sales guys direct make a call(Cold Calling).
2. Inbound Marketing In this Customer approach us through our social media pages, Advertisements on social media and search Engine, direct through our website, Referral Program.
Dharmesh Singh
Before Marketing Automation
Mailing by post, Making calls, door to door marketing, After event making a call to track which used to make sales role too hard. Because sometime they were directly connecting with contacts.
Mail By Post Door To Door Sometime Bad Luck
Dharmesh Singh
Semi Marketing Automation
1. Separate application for Email Campaign2. Separate application for hosting webpages for registration and subscription3. Separate repository for audience and assets(Images, PDF and for other files)4. Separate reporting Tools
For all above application we required app server, web server , Database and employees for taking care of all these that make it more costly.
Web Pages Tool
Reporting
Tool
Dharmesh Singh
Marketing Automation is a process which help us to automate repetitive Marketing tasks and helps in Digital Marketing through multiple channels. Eloqua, Marketo, Pardot etc.. are SAAS to implement this process.
Dharmesh Singh
Marketing Automation implementation
Marketing Automation is achieved by a tool or SAAS where we can have all below required components together.
1. Emails Provide functionality for creating Emails, CMS for Emails, Campaign management.
2. Pages and Forms:-On which we can create our Landing pages and Forms easily
3. Repository:- Tool that provide a way to Managing all assets (Images, PDF and other files)
Dharmesh Singh
4. Database That allow us to store all our Accounts, Contacts and Prospects and other MA data
5. Mechanism we should have functionality to manipulate data, for Lead Scoring and Lead Nurturing
6. Reporting and Statistics Module for Reporting and Statistics for best analysis.
Dharmesh Singh
1. Awareness: -Before Everything we need to make user aware about us how we can help them by promoting good content through right channel.2. Attract:-Attract and Encourage them to register themselves by Landing page and Forms. We can use Progressive profiling to make it easy.3. Nurture:-Send more emails constantly with relevant and helpful contant to nurture them with
First three Steps for Marketing
Dharmesh Singh
Dharmesh Singh
Five things for get started Marketing Automation Process
1.Marketing Strategy
2.Right Audience (Mailing List)
3.An automate Campaign flow for Nurturing
4.A Lead Scoring Module
5.Reports and Statistics
Dharmesh Singh
ImplementationHow to start this Process
Add submission to campaign or Product specific List for further communication in MA tool
1. Relevant and Meaningful heading
2. User requirement specific content
3. CTA (Video(Demo) Link or PDF)4. Friendly form with Progressive
Profile________________________________
1. Creating list of Audience2. Tracking strategy to track visitor interaction3. Building Emails and Landing Pages4. Building ways for make it easy for Marketing and Sales to track and Communicate
Dharmesh Singh
1. A/B testing to finalize content
2. Test Integration between Landing Page and Form, MA and CRM
3. Try Inbound marketing by Social Channels and Referral Campaign
Time to finalize Things
Dharmesh Singh
Challenges
1. Lake of Strategy Should have an end to end Strategy to target audience
2. Content Email and Page content should be based on User needs
3. Understanding Understand what your customer like to read, Interest of customers, Need of
customers
Dharmesh Singh
Subscription
1. By clicking on subscription link on email, user should be redirected to Subscription Landing page
2. All user specific values should be pre populated on Landing page in Text boxes so that user has not to filled all values.
3. After submission for subscription user should be redirected to Thank you page where we should provide some options to subscribe for Product specific newsletter or Organization specific news letter.
Dharmesh Singh
Unsubscription
1. By clicking on unsubscription link on email user should be redirected to unsubscription Landing page
2. Ask user to share the reason for unsubscription, we can provide a list to select the reason3. After submitting reason user should be asked to select newsletter or campaign for those
user is subscribed.4. If user does not select any news letter than we should communicate with user as per the
reason selected for unsubscription.
Dharmesh Singh
Lead Nurturing and Lead Scoring
Lead Nurturing
1. Action based Marketing
2. Multi Touch campaign based on behavior
3. RSVP campaigns and tracking them after
4. event or webinar
Dharmesh Singh
Lead Scoring
1. Defining a scoring model for Implicit and Explicit scoring
2. Based on behavior assign score according to Implicit scoring
3. Based on criteria assign score according to Explicit scoring
4. Based on score provide hot lead to Sales.
Dharmesh Singh
How much worthy Marketing Automation
1. B2B marketers with successful lead-nurturing programs reported, on average, a 20 percent increase in sales opportunities
from nurtured leads.
2. 78 percent of high-performing marketers identify marketing automation as a key contributor to improved revenue.
3. Between 2012 and 2015, 84 percent of top-performing businesses use or plan to use marketing automation software.
4. By 2020, 85 percent of customer relationships with businesses will be managed without human interaction, says Gartner
on their Gartner Customer 360 Summit.
5. In a VentureBeat article, Mike Templeman, CEO of Foxtail Marketing, says that one of the reasons why he sees 2015 as the
year marketing automation finally catches on are the cheaper, even freemium, alternatives to the more high-priced
solutions.
Read more at http://www.business2community.com/marketing-automation/7-proven-benefits-marketing-automation-
business-01172732#Hseq4WuXb1WGoxP8.99
Dharmesh Singh
Dharmesh Singh
1. Provide hot leads to sales and save sales time.
2. Help in increasing ROI from Marketing,
setting Goals
3. Provide better and believable business intelligence
THANK YOU!
