Marketing Automation

Brendan HampseyHead of Digital – Grey Matter

“Software platforms and technology designed specifically to automate marketing actions building a 360 customer view.”

Repetitive Actions – for example:

• Social Media

• E-Mail Marketing

Implementing marketing automation doesn’t make a marketers job irrelevant – but it makes it more efficient and effective!

What is Marketing Automation?

Marketing Automation

Ever-changing spectrum of duties –and the list is always growing!

• Social Media• Online Marketing• SEO & SEM• Website Analytics• Affiliate Marketing• E-Mail Marketing

The Role of the Marketing Lead

Marketing Automation

• Attract new leads

• Generate sales

• Increase revenue

• Develop relationships

• And do all of this in the simplest way possible!

The Aims of Marketing Automation

Marketing Automation

• Easily & effectively engage with inbound web/social media traffic

• Tailored communication with outbound e-mail campaigns

• Ability to scale – running multiple campaigns at the same time

• Gain a single view of the customer, relationships & behaviour

• Measure campaign ROI

• Forecast potential revenues based on that behaviour

Marketing Automation – The Benefits

Marketing Automation

E-Mail Marketing & Marketing Automation

• Store customer and prospect records

• Automate a multi-touch marketing campaign

• Talk to other platforms using API integration

• Automate tasks and set-up workflow processes

Marketing Automation – Key Features

Marketing Automation

Social ListeningMonitoring digital conversations to understand what customers are saying about a brand and industry online

Share to Social‘Like this page’ or ‘share with a friend’ functionality

Social Sign-onSigning into your website with social media logins allowing targeted content to be shown

Social Media

Marketing Automation

Basic Platform Examples

• MailChimp

• Lead Forensics

• Hootsuite

• Google Re-Marketing

Platforms & Tools

Marketing Automation

Integrated Platform Examples

• Hubspot

• Marketo

• Eloqua

• Ontraport

Most market leading Marketing Automation platforms can be integrated seamlessly with business platforms, such as Microsoft Dynamics through API – this means everything can be joined up.

Create a workflow of the e-mails that will be distributed to your leads when triggered – look at different areas and topics on your business.

The Process:Step One

Marketing Automation

Build your targeted list for your e-mails to be sent to.

The Process:Step Two

Marketing Automation

The nurturing begins!The first e-mail will be automatically sent to the persons address.

The Process:Step Three

Marketing Automation

Marketing Automation

A few days pass – it’s time for the second contact.

The Process:Step Four

Retrospective SegmentationE-mail lists will be divided by contact details, website activity and reactions to the automated emails.

Leads will be score and weighted by their actions to allow for more targeted emails and contact.

The Process:Step Five

Marketing Automation

Make the Call!The contact list should now be clued up on what your business does, so now it’s time for your sales team to make the calls and generate the sale.

The Process:Step Six

Marketing Automation

After SalesUp sell and cross sell –further e-mails.Customer satisfaction survey.

The Process:Step Seven

Marketing Automation

• Blog posts

• Prize draws

• Webinars

• News articles

• Recently completed projects

• Special offers

• New products / services offered

E-Mail Content

Marketing Automation

Marketing Automation

• Currently, a bit disparate regards capability

• Further integration with other platforms

• Better integration with websites and landing pages

• Further development of end-to-end business solutions

• Further development of Business Intelligence tools and AI

• Creation of a full packaged solution

Marketing Automation – The Future

Marketing Automation