An Introduction to Marketing AutomationSoftware (MAS)

by Ann StanleyManaging Director

@AnnStanley

@AnnStanley

@AnnStanley

Some of Anicca’s Clients

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Background to Marketing Automation Software (MAS)

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What is Marketing Automation?• A software platform used for automation and integration of marketing tasks • Mainly used for lead generation and nurturing by B2B companies,

particularly where there is a long buying cycle

Source: http://themarketingnetwork.com.au/services/strategy/marketing-automation

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How the buying cycle has changed

Marketing needs to spend more time interacting with anonymous visitors and nurturing leads, before sales become involved!

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Nurturing prospects and clients

@AnnStanleyHow marketing automation aids this process

Source - http://commadot.com/wp-content/uploads/2010/02/MarketingAutomation.png

@AnnStanleyHow companies utilise marketing automation

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Perceived benefits by users of MAS

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Features of Marketing Automation Software

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What are the main features?

http://www.loopfuse.com/marketing-automation.php

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Initial set-up

• Customise account settings e.g. for location

• Set-up staff users and profiles

• Tag website with relevant tracking code

• Use API Connectors to link to other software eg CRM, AdWords, WordPress

• Use Social Connectors eg Twitter, LinkedIn

• Create website forms

• Create stationary with your logos and branding

• Create templates e.g. for email

• Set-up competitors’ websites and social profiles

• Import lists (via CSV), map field names, add unsubscribes

• Exclude your company static IP address

• Set up alerts for staff to ensure an uninterrupted customer journey

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Example of a Dashboard

Anonymous companies (ISP of visitor)

Web pages getting visits

Email messages

Known people visiting

Landing pages getting visits

Contact from submission

@AnnStanleyHow does an anonymous visitor become “known”?

• Completed a form on your website

• Visited a page on your website after receiving an email

• Click a link from an email you have sent out

• Click a link from a social media post you have created

• Note: Not all software uses the same methods

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Anonymous and known visitor tracking

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Website analytics – Known vs. Anonymous

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Known vs. Anonymous visitors by day

Email sent

@AnnStanleyPage views by anonymous or known visitors

@AnnStanleyImporting lists using CSV – Mapping field names

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Marketing lists and segmented sub-lists

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Lead scoring rules

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Marketing list segmented by score of >11

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Individuals profile and behaviour

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Timeline of activity of known visitor

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Editing a record

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CRM integration (e.g. Salesforce)

@AnnStanleyCreating or editing forms and landing pages

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Form on the website with results

Form added using an i-Frame

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Creating or editing an email

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Planning a drip email campaign

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Email Reporting

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SEO checks of web pages

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Social publishing

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Reporting on social publishing

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Tracking competitor activity

@AnnStanleyAdWords integration – ad groups and keyphrases

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Other features not covered today

• Landing page tests

• Blogging (offered in some systems)

• Events and webinars

• Content management, media and Dynamic content

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Choosing a Supplier

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Who are the main suppliers?

Source - http://cdn.chiefmartec.com/wp-content/uploads/2014/01/marketing_technology_jan2014.png

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Most popular systems

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Choosing a supplier

• Your business objectives

• Third party reviews

• Feature lists

• Deal breaking criteria e.g. integration with existing CRM

• Price per user/month

• Scaleability

• Demos

@AnnStanleyForrester Report on suppliers for small businesses

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SiriusDecisions

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G2 Crowd Grid

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Matrix of suppliers vs features

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How much does it cost? <£500/month:• InfusionSoft • Act-on• Constant Contact Toolkit• Sharp Spring

£500-£1000/month• Salesfusion• Hubspot (lite versions)

£1000+• Marketo• Pardot• eTrigue• Eloqua

Alternative pricing info at :http://blog.capterra.com/2014-marketing-automation-software-pricing-guide/

Source: Third Door Media

@AnnStanleyExamples of selection criteria (for our agency and use by our clients)

• Integrated CRM and features of database

• CRM connectors

• Price for agencies/future clients

• AdWords integration

• 3rd party rating/credibility of packages

• WordPress integration

• API

• Clients access to system - managed or full access

• Accredited partner program

• UK office

• Unlimited emails per month

• Blog hosted on our site

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Useful resources• https://library.hubspot.com/marketing-automation

• http://uk.marketo.com/reports/siriusview-marketing-automation-platforms-2014/Forrester

• http://www.eloqua.com/content/dam/eloqua/Downloads/whitepapers/Forrester-Wave-L2R-Platform-Vendors-Q1-2014.pdf

• http://www.marketo.com/_assets/uploads/SiriusView-Marketing-Automation-Platforms-2014.pdf?20140602173145

• https://www.g2crowd.com/categories/marketing-automation

• http://downloads.digitalmarketingdepot.com/rs/thirddoormedia/images/MIR_1303_MarketAuto.pdf

• http://blog.capterra.com/top-marketing-automation-blogs/

• http://www.slideshare.net/PepperGlobal/pepper-webinar-final

• http://www.capterra.com/marketing-automation-software/

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Thank You!Ann Stanley

ann@anicca.co.uk

07930 384443