Successful Marketing Automation

Matt Hodkinson CEO, Influence Agents

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@matt_hodkinson!#InboundMarketingWeek

The 4 Layers of Marketing Automation

Layer&1&

Layer&2&

Layer&3&

Layer&4& Distribution

Content

Strategy

Technology

• CMS!

• Email Automation!

• CRM!

• Analytics

Technology

CMS

• Ability to create pages on the fly

• Targeted landing pages for lead capture

• Blogging = Traffic + Social Referral + SEO

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CMS

Email Automation

• Email still works … if you set the right tone

• More than just “auto-responders”

• The heart of your lead nurturing effort

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Email Automation

CRM

• As much about Process as about Tools

• No “one size fits all”

• Must be used in Anger to properly evaluate (in our experience)

• Consider integration capability

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CRM

Analytics

• More than just Website statistics

• Use for Social, Web, Email, Lead Management, Sales and more…

• Affords access to Growth Hacking and continuous improvement of the marketing funnel

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Analytics

• Funnel Structure!

• Stages of the Inbound Marketing Funnel!

• Qualification & Progressive Profiling

Strategic Framework

Funnels• Your best prospects might not be ready to buy yet

• Where the timing is right, your product/service also needs to be right

• Where the timings isn’t right, great CRM process needs to ensure no “leaks” in the funnel

• Have you got the time to “hand-hold” every prospect through the nurturing journey?

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Information Qualified

Lead

Marketing Qualified

Lead

Sales Qualified

Lead

MoFu Offer

ToFu Offer

Thank You

Page

Email #1 Email #2 Email #3

Quiet List

2 days 5 days 5 days

Progressive Profiling

• Lead Magnets • Email Copy • CTA’s

Lead Magnets

• Know your Buyer Personas inside and out

• Design “premium” content that attracts ONLY your target buyers

• Compelling and relevant titles and tag-lines can accurately pre-qualify

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Email Copy• Get it Opened

• Set the tone early - double opt-in or content delivery via email can help

• Compelling subject line

• Personalisation

• Get the Click-through

• Compelling and attractive CTA

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CTA's

The “Lean Team” Skill Set! ! Designers!

!

Developers!

!

! ! Copywriters!

!

Marketers

• Legacy Lists!

• Social!

• Communities!

• Influencers!

• Offline to Online

Distribution

A Huge Challenge for

Many Businesses Today…

Now that we have content, how do we get

it seen by the right people?

Legacy Lists• Keep it Inbound - Think of legacy email lists/

databases as a “Re-activation” exercise

• Use segmentation to maximise results

• Promoting content and/or social proof trumps product/service promotion

• … then let the Marketing Automation engine do the rest!

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Social Distribution• Your Social Media presence becomes even more important

• Do you have a large following?

• More importantly, do you have reach?

• Even more importantly, do you have TARGETED reach?

• Are you fishing where the (right) fish are?

• Platform choice

• Social = SEO*

Communities

Influencers

• When building a community from scratch seems like hard work!

• Efficient networking … one-to-one-to-many

• Influence is contextual - choose by relevance as well as reach

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Influencers

Offline to Online

• Inbound can compliment your outbound activities - Telemarketing, DM, Events, etc.

• Improve conversion rates by promoting at the top of the funnel (content) rather than the bottom (appointments)

• A “safety net” for more transactional offers

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Bringing it All Together

A plan for implementing Marketing Automation in

Your Business

Get the Tech

• Lots of Integrated Tools or…

• All-in-One!

• Hubspot

• Other products are available

Choose your Strategy

• Which Funnel fits your Business?

• Help your Prospects move themselves through the sales funnel

• Learn from those who’ve made the mistakes

Create Content• Design Content to Qualify

• Build your Team of Creatives

• Design

• Copywriting

• Dev

• Marketing

• oDesk, eLance, PeoplePerHour

Build Distribution

• Find your Market

• Fish where the Fish are

• Be efficient and consistent

Case Study

Case Study

Case Study

Questions?