marketing automation crash course - tallinn marketing week 2017

Marketing AutomationCrash Course

Artem Daniliants / LumoLink Digital Oy

CEO@LumoLink

Marketingautomationevangelist

13+ yearsexperience in

WebDevelopment

10+ yearsexperience inSearch Engine Optimization

Serial entrepreneurwith companies

in 4 countries

LumoLink

2010 420 3

FoundedIn

Offices in the world

Peoplepersonnel

Languageproficiency

Google AdWords& Yandex DirectCertified Partner

Finland

Russia

Estonia

UkraineOulu and Helsinki

Saint-Peterburg

Tallinn

Kharkiv

We’re global

Our servicesPPC

Development

• AdWords• Facebook• YouTube

• Web development• Facebook apps• Mobile apps

• Content creation• Search engine optimisation

• Yandex Direct• Search engine optimisation• Social media marketing (VKontakte)• Content creation

Digital Marketing

Online marketing

What is marketing automation?Marketing automation is the process of handling repetitive marketing and sales tasks based on predefined workflows.

The aim of automation is to improve marketing productivity and increase ROI.

Example of a repetitive task

Someone buys a head massager from a web store

Shop owner sees a new order and ships it

Once the order is shipped, a status email is sent along with a discount coupon code for the next purchase

!

Automation to the rescue

Someone buys a head massager from a web store

Email contains a discount coupon code

Once the order is marked shipped, the system sends a predefined status email

Marketing automation is all about workflows

User made a purchase on our site

Check if order is over €30

Send email with a coupon code

Trigger Condition Action

Manual vs Automated

0,0 €

50

Manual execution Automated execution

150

Amount of executions

Tota

l cos

t

250 350 450

250,0 €

500,0 €

750,0 €

1 000,0 €

This is where you should consider automation

Examples of marketing

automation workflows

Salesautomation

Personalization Automating simple manual tasks

Dataenrichment

You have to have something to automate first :)

MARKETING AUTOMATION COMPONENTS

Assets

Datasources

Workflow

Desired action

Key performance indicators

Assets Something that a potential customer wants

PDF guidesBlog postsVideosFree trialsFree samplesDiscounts

Data sources

Information for lead profiling

Website statisticsMobile application statisticsEmail statisticsOffline integrations (loyalty programs, for example)

Workflow AutomationrecipeExample workflowIf a visitor fills out our contact form, then send them an email and follow up with an email after 3 days

Desired action

What do we want a user to do?

Purchase products from our siteContact our sales teamLike fanpage on FacebookTell others about the companyLeave a commentOrder our free product catalog

Key performance indicators

Email open rateConversion rateLead scoring

Why is every company not using marketing automation?

It’stechnical

Requires upfront investment

The Paradox of Choice

Do I need marketing automation?

Do you have anything of value that people want?

Marketing automation strategy

Defineclear goals

Step #1

Create a lead-nurturing workflow

Step #2

Define clear and measurable success metrics

Step #3

Test your campaign

Step #4

Start your campaign and improve it iteratively

Step #5

Starting withlow-hanging fruits

Automation workflows which do not require a lot of effort and provide quick wins.

CANCEL CONTINUE

eCommerceShopping cart abandonment

5

B2B WebsiteFree guides and whitepapers

B2C WebsiteContests and discounts

Getting Started for FreeWith Mautic

Mautic is an Open Source marketing automation platform that you can host yourself.

They also offer a free hosted solution.

Mautic overview

And much more. See full list of features here.

Website tracking Lead scoring

Landing pagesAutomated campaigns

Email marketing

Multilingual

Captures visitor activity at a contact level. Allows you to see which pages your visitors are reading both before and after they become known contacts.

Allows for implementation of lead scoring based on actions taken.

Allows you to create landing pages easily without technical knowledge.

Automated campaigns that support email, web, mobile, social, and SMS.

Branded templates, audience segmentation, dynamic content and mobile responsiveness.

Support English, Finnish and Russian amongst many others out of the box.

Start tracking your site

Watch video instruction

Add an asset for lead capture

Watch video instruction

Create a form to capture contact details

Watch video instruction

Create your first automated campaign

Watch video instruction

Mautic can do much more

MauticTraining Videos

Mautic Documentation

Installing Mauticon your own server

WordPress Integration

Thank you!Connect with me on

Twitter / LinkedIn / Email