marketing automation: an overview
TRANSCRIPT
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Marketing Automation (MA)?
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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 ?
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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!!
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What can MA do for our clients?
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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
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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
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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)
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Email send
Links to a website containing a form( website has more than 1 page)
Lead scoring example (simple)
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Score 60 % for Form submits
Score 20% foremail clicks
Score 20% formultiple page visits
Lead scoring example (simple)
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Score 60 % for Form submits
Score 20% foremail clicks
Score 20% formultiple page visitsUser A Opens the email but doesn’t click through.
Score: 00
Lead scoring example (simple)
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User B Opens the email, clicks through, Submits form.
Score: 80
Score 60 % for Form submits
Score 20% foremail clicks
Score 20% formultiple page visits
Lead scoring example (simple)
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Score 60 % for Form submits
Score 20% foremail clicks
Score 20% formultiple page visitsUser C Opens the email, clicks through, views 2 more pages.
Score: 40
Lead scoring example (simple)
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• 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.
Lead scoring example (simple)
Scores: 00 80 40
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Lead Scoring example (complex)
If submitted a form = +15 points
If email address contains “@mycompetitor.com” = -20 points
If region = “EMEA” +2 points
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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.
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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….
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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).
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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).
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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).
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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).
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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).
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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).
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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….
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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).
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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).
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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).
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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).
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Campaigncomparisons
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MyCompany.com SALES WEBSITE
Books Music Movies Games
What is a Nurture campaign?<prospect>Mr Smith
Relevant content
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We have a form on a Landing page. The form is tied to an MA platform
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We have a form on a Landing page. The form is tied to an MA platform
Fill out form& submit
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The next time they visit any form page tied to the same instance of an MA platform
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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.
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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)
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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.
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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.
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An Event registration Campaign.
LP + form
Invitation email
Thank you page
One click registration(No Landing Page)
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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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Headlinelogo
Aside
1Lorem Ipsum…..
Tell us ……..
Headlinelogo
Aside
1Lorem Ipsum…..
Tell us ……..
Headlinelogo
Aside
1Lorem Ipsum…..
Tell us ……..
Multi question tool or form (user progress tracking)
Headlinelogo
Aside
1Lorem Ipsum…..
Tell us ……..
Custom Data Object
1 2 3 4Email addressSome [email protected]
Results / Answers /Product SuggestionsEtc..
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Headlinelogo
Aside
1Lorem Ipsum…..
Tell us ……..
Headlinelogo
Aside
1Lorem Ipsum…..
Tell us ……..
Headlinelogo
Aside
1Lorem Ipsum…..
Tell us ……..
Multi question tool or form (user progress tracking)
Custom Data Object
1 2 3 4Email addressSome [email protected] Y
Headlinelogo
Aside
2Lorem Ipsum…..
Tell us more ……..
Results / Answers /Product SuggestionsEtc..
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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 5% of recipients
Send to 90%of recipients
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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 to 50% of recipients
Send to 50% of recipients
Send the current ‘champion’ email to any new contacts fed into the campaign
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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
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What else could we be doing..?
FacebookLike buttons
…Data cleansing
Programs…
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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…
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