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Everything You Ever Wanted to Know About Marketing Automation

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MARKETING AUTOMATION


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2 WHAT’S MARKETING AUTOMATION? ▸ Think of Marketing Automation as a robotic shopkeep. ▸ Analyze and segment humans. ▸ Interact with humans. ▸ Track human activity. ▸ GAIN TRUST OF HUMANS ▸ ACQUIRE AND RETAIN HUMANS


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3 USING MARKETING AUTOMATION INCREASES CONVERSION RATES 53% MORE THAN NON-USERS. Aberdeen Research 2012


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4 COMPANIES THAT EXCEL AT NURTURING GENERATE 50% MORE SALES-READY LEADS AT A 33% LOWER COST. Forrester Research 2013


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5 I, FOR ONE, WELCOME OUR NEW ROBOT OVERLORDS 1. MA happily does otherwise tedious tasks like: 1. Follow-up and reminder emails 2. Audience segmentation 3. Reporting 2. Well programmed MA can also: 1. Score leads 2. Personalize buyer journeys 3. Predict sales


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PROGRAMMING YOUR OWN MARKETING ROBOT.


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6 BASIC PROGRAMMING ▸ WHO ▸ Everyone we met at the tradeshow. ▸ People that downloaded a white paper on X date. ▸ Our 1,000,000th visitor. ▸ WHAT ▸ Send an email. ▸ Update status. ▸ Append information. ▸ Send an alert.


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7 SEGMENTATION ▸ Modern data-mining tools, coupled with good marketing automation and CRM data hygiene, can give you an ability to launch highly targeted campaigns. ▸ Right audience for sales, most receptive to communication, able to tailor relevant content.


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8 59% OF COMPANIES WITH MARKETING AUTOMATION ARE ABLE TO USE INTELLIGENT TARGETING TO TRIGGER CONTENT, COMPARED TO 17% WITHOUT. Lenskold and Pedowitz Groups 2013


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9 NURTURE CAMPAIGNS ▸ The most prevalent types of MA campaigns are Nurture Campaigns (aka ‘Drip Campaigns’). ▸ The goal of a nurture campaign is to stay top-of-mind with a prospect. ▸ These can be linear, or a multi-path “Choose Your Own Adventure” campaign. ▸ Most commonly seen as an annoying string of emails that you didn’t ask to get.


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SOAPBOX MOMENT


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12 THINK OUTSIDE OF THE INBOX ▸ Nurture campaigns are NOT just email anymore. ▸ The buying environment has changed: ▸ Media is limitless ▸ Accessing information is completely different ▸ The buyers themselves have changed: ▸ They are always on ▸ They want instant gratification ▸ They are hyper-reactive to cheap/annoying sales pitches


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13 THINK OUTSIDE OF THE INBOX ▸ Drip email campaigns may work, but they are often not awesome. ▸ Use social media, video, infographics, paid advertising, and good old fashioned human interaction to create an awesome experience for buyers. ▸ Good marketers don’t try to send great emails, they try to create great journeys.


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14 PEOPLE HATE TO BE SOLD TO, BUT PEOPLE LOVE TO BUY. Some Dude


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15 THREE TYPES OF DRIP CAMPAIGNS ▸ CANNED ▸ A set track that is seldom altered and has a definite goal in mind. ▸ e.g. Demo Request follow-up drip campaign. ▸ FRESH ▸ A generalized, en masse that changes based on circumstances. ▸ Especially useful in content marketing or products with quick cycles.


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16 THREE TYPES OF DRIP CAMPAIGNS ▸ Individualized ▸ Welcome to the grey side of marketing automation ▸ Using an email address and a few tools, you can easily find out things like, company, city, phone number, title, even what technologies they’re using. ▸ All that information, plus the fact that you’re tracking every move they make, means you’ve got a lot of powerful segmenting and scoring power - use it wisely. ▸ “Right time communications” are hugely valuable. ▸ Triggering communications based on user behaviors is amazingly powerful, but it can get a little creepy. ▸ Triggering an email to send when a user visits a pricing page might be a little uncomfortable.


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17 RELEVANT EMAILS DELIVERED THROUGH MARKETING AUTOMATION DRIVE 18X MORE REVENUE THAN EMAIL BLASTS. Jupiter Research 2015


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18 A QUICK THING ON LEAD SCORING ▸ Way to go, you generated 1,000 leads for sales! ▸ (Sales is super pissed about that.) ▸ Lead Scoring maps demographic, firmographic, and observed behaviors to a scoring framework. ▸ Lead has right title? +10 Points ▸ Lead attended our webinar? +5 Points ▸ Lead left our webinar 10 minutes after it started? -3 Points ▸ Lead works for a Fortune 500 company? +7 Points ▸ Lead works in the Brazilian branch of Fortune 500? -5 Points ▸ A lead scoring framework is an organism that needs to be constantly refined in concert with the sales team. ▸ Typically, marketing will only turn over leads that have hit a minimum lead scoring threshold.


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19 ADVANCED APPLICATIONS ▸ Real Time Personalization ▸ Conversion Rate Optimization ▸ Sales Intelligence ▸ Multi-Attribution Intelligence ▸ Retargeting ▸ Predictive Analytics ▸ Lead Lifecycle


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20 CARE AND MAINTENANCE ▸ Two crucial elements of a consistently functioning MA tool: 1. Organization ‣ Think of this as how you communicate with your robot. ‣ Non-competing campaigns. ‣ Well curated segments. ‣ Clearly grouped and labeled assets. 2. Great Content ‣ What (and how) you say to
 your humans. ‣ Depending on cycle length, you might need a little or a lot of fresh content. ‣ Every interaction needs to earn its right to be there.


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21 45% OF COMPANIES WITH MARKETING AUTOMATION REPURPOSE CONTENT FOR EFFICIENCY, COMPARED WITH 28% OF COMPANIES WITHOUT MARKETING AUTOMATION. The Lenskold and Pedowitz Groups 2013


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22 91% OF THE MOST SUCCESSFUL USERS AGREE THAT MARKETING AUTOMATION IS “VERY IMPORTANT” TO THE OVERALL SUCCESS OF THEIR MARKETING ACROSS CHANNELS. Marketo and Ascend2 2015


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CASE STUDY INCREASE FREE TRIAL SELFSUBSCRIPTION THROUGH MA.


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24 FACTS ▸ The company makes web-based software used to post jobs, organize applicants, and collaboratively screen candidates. ▸ The company offers a 7-day trial of their lowest-tier offering. ▸ Because the price point is so low, self-conversion (i.e. signing up for a monthly subscription online, as opposed to going through the sales organization) is the only viable way to achieve upside at this tier. ▸ The company’s data science team ran a conversion regression study and determined that three distinct behaviors exhibited during the 7-day trial window increase propensity to buy by almost 50%. 1. Posting more than one job 2. Adding more than one user 3. Buying at least one premium job posting (i.e. “Featured Jobs” on LinkedIn) ‣ All of these behaviors are observable in the marketing automation tool.


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25 THE CHALLENGE ▸ Using marketing automation to observe and react to behaviors, design a drip campaign that increases propensity to buy.


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26 WHAT ACTUALLY HAPPENED ▸ Developed a cadence of emails and display ads based on lastknown activity. ▸ Users receive welcome email encouraging them to take two most imperative actions: post a job and add more users. ▸ Supplemented with general, non-sales content to help users achieve results.


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27 WHAT ACTUALLY HAPPENED ▸ Triggered follow-up emails as soon as a desirable behavior was observed. ▸ These emails encouraged visitors to take the next most impactful step. ▸ In-app notifications were also used as reminders. Links in those notifications were tracked through MA to measure CTR.


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28 WHAT ACTUALLY HAPPENED ▸ Inactivity emails were also triggered if a trial was abandoned. ▸ If a user came back, they were put back on to the initial trial track. ▸ If they didn’t, they were put into a sale-save track.


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29 WHAT ACTUALLY HAPPENED ▸ CTA emails were schedule the day of and the day after the trial comes to an end.


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30 WHAT ACTUALLY HAPPENED ▸ Prior to an integrated email campaign, the self-subscription rate was 12% per monthly cohort. ▸ After implementing the campaign, the subscription rate popped to 24%.


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31 THANKS GUYS ▸ Hit me up! ▸ justin.keller@mac.com ▸ @justinkeller ▸ in/justindkeller


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