an introduction to marketing automation software (mas)
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An Introduction to Marketing AutomationSoftware (MAS)
by Ann StanleyManaging Director
@AnnStanley
@AnnStanley
@AnnStanley
Some of Anicca’s Clients
@AnnStanley
Background to Marketing Automation Software (MAS)
@AnnStanley
What is Marketing Automation?• A software platform used for automation and integration of marketing tasks • Mainly used for lead generation and nurturing by B2B companies,
particularly where there is a long buying cycle
Source: http://themarketingnetwork.com.au/services/strategy/marketing-automation
@AnnStanley
How the buying cycle has changed
Marketing needs to spend more time interacting with anonymous visitors and nurturing leads, before sales become involved!
@AnnStanley
Nurturing prospects and clients
@AnnStanleyHow marketing automation aids this process
Source - http://commadot.com/wp-content/uploads/2010/02/MarketingAutomation.png
@AnnStanleyHow companies utilise marketing automation
@AnnStanley
Perceived benefits by users of MAS
@AnnStanley
Features of Marketing Automation Software
@AnnStanley
What are the main features?
http://www.loopfuse.com/marketing-automation.php
@AnnStanley
Initial set-up
• Customise account settings e.g. for location
• Set-up staff users and profiles
• Tag website with relevant tracking code
• Use API Connectors to link to other software eg CRM, AdWords, WordPress
• Use Social Connectors eg Twitter, LinkedIn
• Create website forms
• Create stationary with your logos and branding
• Create templates e.g. for email
• Set-up competitors’ websites and social profiles
• Import lists (via CSV), map field names, add unsubscribes
• Exclude your company static IP address
• Set up alerts for staff to ensure an uninterrupted customer journey
@AnnStanley
Example of a Dashboard
Anonymous companies (ISP of visitor)
Web pages getting visits
Email messages
Known people visiting
Landing pages getting visits
Contact from submission
@AnnStanleyHow does an anonymous visitor become “known”?
• Completed a form on your website
• Visited a page on your website after receiving an email
• Click a link from an email you have sent out
• Click a link from a social media post you have created
• Note: Not all software uses the same methods
@AnnStanley
Anonymous and known visitor tracking
@AnnStanley
Website analytics – Known vs. Anonymous
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Known vs. Anonymous visitors by day
Email sent
@AnnStanleyPage views by anonymous or known visitors
@AnnStanleyImporting lists using CSV – Mapping field names
@AnnStanley
Marketing lists and segmented sub-lists
@AnnStanley
Lead scoring rules
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Marketing list segmented by score of >11
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Individuals profile and behaviour
@AnnStanley
Timeline of activity of known visitor
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Editing a record
@AnnStanley
CRM integration (e.g. Salesforce)
@AnnStanleyCreating or editing forms and landing pages
@AnnStanley
Form on the website with results
Form added using an i-Frame
@AnnStanley
Creating or editing an email
@AnnStanley
Planning a drip email campaign
@AnnStanley
Email Reporting
@AnnStanley
SEO checks of web pages
@AnnStanley
Social publishing
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Reporting on social publishing
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Tracking competitor activity
@AnnStanleyAdWords integration – ad groups and keyphrases
@AnnStanley
Other features not covered today
• Landing page tests
• Blogging (offered in some systems)
• Events and webinars
• Content management, media and Dynamic content
@AnnStanley
Choosing a Supplier
@AnnStanley
Who are the main suppliers?
Source - http://cdn.chiefmartec.com/wp-content/uploads/2014/01/marketing_technology_jan2014.png
@AnnStanley
Most popular systems
@AnnStanley
Choosing a supplier
• Your business objectives
• Third party reviews
• Feature lists
• Deal breaking criteria e.g. integration with existing CRM
• Price per user/month
• Scaleability
• Demos
@AnnStanleyForrester Report on suppliers for small businesses
@AnnStanley
SiriusDecisions
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G2 Crowd Grid
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Matrix of suppliers vs features
@AnnStanley
How much does it cost? <£500/month:• InfusionSoft • Act-on• Constant Contact Toolkit• Sharp Spring
£500-£1000/month• Salesfusion• Hubspot (lite versions)
£1000+• Marketo• Pardot• eTrigue• Eloqua
Alternative pricing info at :http://blog.capterra.com/2014-marketing-automation-software-pricing-guide/
Source: Third Door Media
@AnnStanleyExamples of selection criteria (for our agency and use by our clients)
• Integrated CRM and features of database
• CRM connectors
• Price for agencies/future clients
• AdWords integration
• 3rd party rating/credibility of packages
• WordPress integration
• API
• Clients access to system - managed or full access
• Accredited partner program
• UK office
• Unlimited emails per month
• Blog hosted on our site
@AnnStanley
Useful resources• https://library.hubspot.com/marketing-automation
• http://uk.marketo.com/reports/siriusview-marketing-automation-platforms-2014/Forrester
• http://www.eloqua.com/content/dam/eloqua/Downloads/whitepapers/Forrester-Wave-L2R-Platform-Vendors-Q1-2014.pdf
• http://www.marketo.com/_assets/uploads/SiriusView-Marketing-Automation-Platforms-2014.pdf?20140602173145
• https://www.g2crowd.com/categories/marketing-automation
• http://downloads.digitalmarketingdepot.com/rs/thirddoormedia/images/MIR_1303_MarketAuto.pdf
• http://blog.capterra.com/top-marketing-automation-blogs/
• http://www.slideshare.net/PepperGlobal/pepper-webinar-final
• http://www.capterra.com/marketing-automation-software/
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