Marketing automation: an overview

Marketing Automation (MA)?

A Digital Marketing campaign typically consists of these features:

• Email Marketing

• Website Landing Pages / hosted web content

• Information Databases or servers

• Contact or Lead Management (User records)

• Social Media Marketing (new)

• Data Analytics and Reporting• & more….

What is Digital Marketing ?

What is involved in Digital Marketing?

Emails

Email sendsOpen reportsClick reportsA/B Testing

Webpages

Visit trackingClick reports

Query string valuesA/B Testing

Databases

Form data submissionCustom data entitiesContact data updatesAnalysis of A/B tests

Marketer

A/B Test updates - emailA/B Test updates – LP’s

Rate user activity/fitAllocating lead score

CRM Database

Read User record dataWrite to user records

All of these need to be generated or reported on individually and the results analysed manually!!

What can MA do for our clients?

JAN MAR MAY JUL OCT DEC

Email 1 Email 2

Email 3a

Email 3b

Email 4c

Webcast

Email 4b Email 5

Email 6

Email 7

Email 8a

Email 8b

Email 8c

A commonly held misconception:

Marketing Automation is a solution that produces results without effort.

“No amount of technology is a substitute

for a well-rounded and thought out strategic marketing initiative. “

- Andy Ball

Lead scoring matrix

1 2 3 4

A HOT HOT HOT WARM

B HOT HOT WARM WARM

C HOT WARM WARM WARM

D WARM WARM COLD COLD

Implicit score

Explicit Score

Potential Buyer is ready to meet sales Rep.

Uses a weighted Matrix to define explicit & implicit criteria

(their Role / Company)

(their Activity)

Email send

Links to a website containing a form( website has more than 1 page)

Lead scoring example (simple)

Score 60 % for Form submits

Score 20% foremail clicks

Score 20% formultiple page visits




Score 20% formultiple page visitsUser A Opens the email but doesn’t click through.

Score: 00


User B Opens the email, clicks through, Submits form.

Score: 80



Score 20% formultiple page visits




Score 20% formultiple page visitsUser C Opens the email, clicks through, views 2 more pages.

Score: 40


• User A Opens the email but doesn’t click through.

• User B Opens the email, clicks through, Submits form.

• User C Opens the email, clicks through views 2 more pages.


Scores: 00 80 40

Lead Scoring example (complex)

If submitted a form = +15 points

If email address contains “@mycompetitor.com” = -20 points

If region = “EMEA” +2 points

Campaigns

‘Campaign’ Is the term used to refer to an overarching marketing campaign consisting of x emails, x Landing pages, forms, plus possible SM strategies, live events, webcasts or any other assets, all attributed to the same series of sends or topic etc.

Campaigns

In Eloqua All of a given ‘Campaign’ (as defined) Happens within a very simple graphical display

This flows the users through their journey from first email send to last interaction.

Lets take a look….

Eloqua Campaign

The flow goes as this…- send Edm1 to all within a defined segment.- Wait 1 week.- Evaluate if they’ve clicked on Edm1.- If they have, send Edm2,- Otherwise send Edm1-R (Email 1 resend).

Campaigns

In Marketo All of a given ‘Campaign’ (as defined) happens within a more refined, but less graphical, vertical display

This flows the users through their journey from first email send to last interaction

Lets take a look….

Marketo Campaigns

The flow goes as this…- send Edm1 to all within a defined segment.- Wait 1 week.- Evaluate if they’ve clicked on Edm1.- If they have, send Edm2,- Otherwise send Edm1-R (Email 1 resend).

Campaigncomparisons

MyCompany.com SALES WEBSITE

Books Music Movies Games

What is a Nurture campaign?<prospect>Mr Smith

Relevant content

We have a form on a Landing page. The form is tied to an MA platform

We have a form on a Landing page. The form is tied to an MA platform

Fill out form& submit

The next time they visit any form page tied to the same instance of an MA platform

And then The following time they visit any form page tied to the same instance of an MA platform

… and so on until all progressive fields are complete.

How Progressive profiling is set-up

Group one: static fields Group two: progressive fields

First Name:Last Name:Email address:Phone:

Company:Job title:Country:revenue:….etc…

These fields are always displayed One (or more) of these fields are displayed(sequentially in the defined order)

Social Sign on for Landing pagesGive the User the ability to sign on via Social networks where they already Have an account.

• Increases form submissions• Reduces the need for full sign up• Allows US to pull information from the user’s

social profiles to flesh out their contact record.

What can we report on?

edm

• Opens• Clicks• Possible forwards

(& opens/clicks etc)

Landing page

• Views by Page• Clicks by Link• URL query strings

Form

• Submissions• Form Drop offs

(by known contacts)

Contacts

• User Activity• New contacts generated• Lead conversions (CRM)

• Revenue / Investment• ROI by Marketing channel• ROI by campaign

- Informs future campaigns.

An Event registration Campaign.

LP + form

Invitation email

Thank you page

One click registration(No Landing Page)

An Event registration Campaign.

Registered

Not yet Registered

TY for registering

Another chance

2 weeks before 1 weeks before 24 hours before

Don’t forget….

There’s still time…

Tomorrow’s the day….

Last chance to join us…

Sorry we missed you

Thanks for attending

Invite email

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Multi question tool or form (user progress tracking)

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Custom Data Object

1 2 3 4Email addressSome [email protected]

Results / Answers /Product SuggestionsEtc..

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Multi question tool or form (user progress tracking)

Custom Data Object

1 2 3 4Email addressSome [email protected] Y

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Tell us more ……..

Results / Answers /Product SuggestionsEtc..

Wait 1 week, then evaluate the more successful email based on predefined criteria

Email with A/B testing (X recipients)

Email 2(the Green design)

Email 1(the Blue design)

??

Send to 5% of recipients


Send to 90%of recipients

Dynamically & continually evaluate to constantly ascertain the best performing email at any stage

Email with A/B testing (Champion / Challenger method)

Email 2(the Green design)

Email 1(the Blue design)

??



Send the current ‘champion’ email to any new contacts fed into the campaign

Social data harvesting & Klout score analysis

Form on a Landing page (with Social

Sign- on)

Social initiative email

User’s contact record

Email address First name last name Twitter Handle Klout score

[email protected] Already Known

User Logs in using Twitter Handle(We harvest their Twitter name & add it to their contact record)

Work out from Behind the scenes what the user’s

Klout score is & add it to contact record

Wasn’tKnown219 43

What else could we be doing..?

FacebookLike buttons

…Data cleansing

Programs…

These are just a few examples of the ways we could be interacting and nurturing our

client’s prospects. RIGHT NOW!!!

CHALLENGE US!!

And on top of that,There really is so much more we could do…

Marketing automation: an overview

Marketing

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