an introduction to marketing automation software (mas)
DESCRIPTION
Ann Stanley, Anicca Digital MD, explains how marketing automation software is used for automation and integration of marketing tasks and how it can be successfully used for lead generation and nurturing by B2B companies, particularly where there is a long buying cycle. Ann’s presentation includes the SECRET of how an anonymous visitor to your site becomes “known”! Ann’s message is clear – marketing needs to spend more time interacting with anonymous visitors and nurturing leads, before sales become involved!TRANSCRIPT
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
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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
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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/