Marketing Automation Hacks 2016: Act-On
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@uberflip #MAHacks Linda West Director of Digital Marketing, Act-On Software @misslindawest MARKETING AUTOMATION HACKS: ACT-ON Hana Abaza VP Marketing, Uberflip @hanaabaza
Transcript of Marketing Automation Hacks 2016: Act-On
@uberflip
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Linda West Director of Digital Marketing, Act-On Software @misslindawest
MARKETING AUTOMATION HACKS:
ACT-ON
Hana Abaza VP Marketing, Uberflip @hanaabaza
@uberflip
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Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
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STICK AROUND FOR A DEMO
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Meet the Expert
Street Cred: • Act-On is Act-On’s biggest customer • I’ve worked in both the Demand Gen
and Digital teams at Act-On. • My team uses Act-On to drive
awareness, generate leads, and create brand advocates. We constantly find new ways to use our platform.
Linda West
Director of Digital Marketing
Act-On Software
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Let’s get Hacking
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Hack #1: Map Your Buyer Journey, Map Your Content • Before you build it, map it. • Layer on buyer personas if,
you're an advanced content marketer.
• Content is fuel for your engine.
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Hack #1: Map Your Buyer Journey, Map Your Content • Before you build it, map it. • Layer on buyer personas if,
you’re an advanced content marketer.
• Content is fuel for your engine.
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Hack #1: Map Your Buyer Journey, Map Your Content • Get it all in the Act-On content
library. • Get your content tech
integrations up and running. • Use media links for other stuff
hosted outside of Act-On.
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Hack #1: Map Your Buyer Journey, Map Your Content • To gate, or not to gate? • Select high value content that
people are willing to give up contact details for.
• Hint: it has to be valuable.
Additional info
Screenshot here
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Hack #2: Apply Automated programs to press & influencers
• Press are people, too. • Apply demand generation
principals to other groups need “nurturing.”
• Collect data, use it as insight, go!
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Hack #2: Apply Automated programs to press & influencers • Lead scoring? Try
press engagement scoring! Try influencer scoring!
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Hack #2: Apply Automated programs to press & influencers
• Lead Nurturing? Try Automated programs for press, influencers, and partners.
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Hack #3: Seek opportunities to expand interactions
• Website visitor tracking. • Auto-responders. • Try to find opportunities where
your customers have to make a decision to say ‘yes’ or ‘no.’
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Hack #4: Customer Engagement
• Customers are your biggest revenue source.
• Brand consistency. • Upsell! • Turn customers into advocates.
Top Performing B2B companies invest !
52% !of their marketing budget on customer retention & expansion!
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Hack #4: Customer Engagement
• Welcome drips. • Feature adoption. • Pre-empt down-sell and churn. • Renewal automation. • Better customer success
interactions. • Opportunity to work
hand-in-hand with customer support teams.
Additional info
Screenshot here
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Hack #5: When in doubt, TEST!
• Hey marketers, guess what? Sometimes, your gut is wrong. • Get scientific.
Additional info Screenshot here
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Hack #5: When in doubt, TEST!
• Hey marketers, guess what? Sometimes, your gut is wrong. • Get scientific.
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Hack #6: Use AO Anywhere
• Single data source for engagement data – put it to work!
• Multiple contexts and use cases for individual workflows and styles.
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Hack #6: Use AO Anywhere
• Content, content, content. • Brand consistency. • Leverage what you have.
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Hack #6: Use AO Anywhere
• Content, content, content. • Brand consistency. • Leverage what you have.
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Research Report: Alignment, Technology, & Revenue Impact
http://mktg.actonsoftware.com/acton/fs/blocks/showLandingPage/a/248/p/p-072b/t/page/fm/0
Research Report: Rethinking the Role of Marketing
https://www.act-on.com/rethinking-the-role-of-marketing/
Resources
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QUESTION TIME!
Linda West Director of Digital Marketing, Act-On Software
@misslindawest
Hana Abaza VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com
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Find out how Booker decreased theircost per lead by 71% with content.
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