Using Marketing Automation to Grow Your Business
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Transcript of Using Marketing Automation to Grow Your Business
Blue Fountain Media | Joe DiNardo
UsingMarketing Automation
to Grow Your Business
Presented by Joe DiNardo - Marketing Director
Blue Fountain Media | Joe DiNardo
What is Marketing
Automation?
Blue Fountain Media | Joe DiNardo
“You can have any color, as long as it's black”- Henry Ford
Blue Fountain Media | Joe DiNardo
Blue Fountain Media | Joe DiNardo
Marketing Automation is a one-on-one conversation at
scale
Blue Fountain Media | Joe DiNardo
MarketingPersonalization
Blue Fountain Media | Joe DiNardo
Blue Fountain Media | Joe DiNardo
Giving users the content they want and need in order to
accelerate their journey through the funnel
Blue Fountain Media | Joe DiNardo
20% of the leads your websitegenerates are sales ready
Effective use of Marketing Personalization can result in
50%more sales ready leads at a
30%lower overall cost per lead
Blue Fountain Media | Joe DiNardo
Great. So HOW do we do
that?!
Blue Fountain Media | Joe DiNardo
Focus on User Experience• Your website is a “suit” visitors try
on
• It’s designed by the best designers
• You’ve picked the perfect color(s)
• You’ve paid attention to all the details
• It. Looks. Beautiful.
• And when your ideal prospect visits…
Blue Fountain Media | Joe DiNardo
It fits them perfectly
As it turns out, not everyone is a model.
Blue Fountain Media | Joe DiNardo
When most users
try your website
on…
it doesn’t fit so
well.
Blue Fountain Media | Joe DiNardo
Marketing Personalization creates a bespoke experience for every user
• Users are shown content that is most relevant to them
• Content on the site is altered in real-time
• Conversion rates are improved dramatically
Blue Fountain Media | Joe DiNardo
But how do I know who is visiting?
98%of site visitors are anonymous
Blue Fountain Media | Joe DiNardo
Leverage Business Intelligence Solutions
• Reverse-IP lookup to determine a visitor’s organization, industry, and company size
• Follow these users throughout their time on-site to further refine content
Blue Fountain Media | Joe DiNardo
The Result?
113%Increase in engagement & conversions
Blue Fountain Media | Joe DiNardo
Great, we’ve made contact.
Now what?
Blue Fountain Media | Joe DiNardo
Marketing Personalization continues via email
marketing
Blue Fountain Media | Joe DiNardo
When a user enters the funnel we track & personalize
everything• Email body content is specific to a
prospect’s needs
• Unique landing pages allow users to consume information the way we want them to
• Apply scoring rules to actions/inaction
• Allows us to identify the best prospects and move them to sales
Blue Fountain Media | Joe DiNardo
Building an Automation Program For Success
Blue Fountain Media | Joe DiNardo
Audience SegmentationSeparate users by industry, company size, product fit, and funnel
entry point - Just to name a few.
Blue Fountain Media | Joe DiNardo
Build Our Content MatrixIdentify what content pieces match with our segments and other
content
Blue Fountain Media | Joe DiNardo
Design Our Workflow
What do we want to serve our users after they enter our funnel?
Blue Fountain Media | Joe DiNardo
Build Our TemplatesDesign the foundation of your marketing messages
Blue Fountain Media | Joe DiNardo
Develop Content Rules
Choose what content is static and what content is dynamic
Blue Fountain Media | Joe DiNardo
Set Our Scoring RulesDefine the value of engagements with our business to determine
when to send to sales
Blue Fountain Media | Joe DiNardo
Set Our ScheduleDetermine when a user receives an email and what
content they should get
Blue Fountain Media | Joe DiNardo
Receive Accolades
(and promotions)
Press “Play”
Move Leads Through Funnel
Close More Sales
Blue Fountain Media | Joe DiNardo
Bringing Everything Together
• Marketing Automation is really Marketing Personalization
• Deliver users the most relevant content possible
• Nurture prospects through the funnel more quickly and effectively
• Drive marketing ROI across all channels
Blue Fountain Media | Joe DiNardo
Thank You!