The Power Hour - Marketing Automation 101

913
-1

Published on

The Power Hour - Marketing Automation 101 presentation was given to a host of digital creative and digital media agencies throughout the Asia-Pacific region.

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
913
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
23
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Sales data Customer service data Support data
  • Sales data Customer service data Support data
  • Sales data Customer service data Support data
  • Sales data Customer service data Support data
  • Sales data Customer service data Support data
  • Sales data Customer service data Support data
  • Sales data Customer service data Support data
  • Objective: More qualified leads & more valuable customers How: Convert website traffic into leads Identify ‘sales ready’ leads Track follow up
  • Objective: Drive new revenue by nurturing raw inquiries into ‘sales ready’ leads/customers How: Nurture relationships with drip marketing campaigns Educate leads before passing them to sales Trigger communications based on behaviour
  • Objective: Improve campaign effectiveness by passing only qualified leads to sales How: Automate lead/customer qualification processes Measure interest and engagement Score using demographic data and behavioral data
  • Objective: Know exactly who is visiting your website and where they go How: Track all prospect/customer interactions online Identify which prospects/customers are visiting the site Trigger campaigns based on their behaviours
  • Objective: Don’t just email prospects, engage them in a dialogue How: Deepen relationships with triggered, multi-step campaigns Get to the inbox using the latest deliverability technology Raise open and click rates by targeting segments Track and score who opens and clicks on each email
  • Objective: Create, publish and test targeted landing pages How: Launch new landing pages in minutes Use your own branding and subdomain Maximise conversion rates through A/B testing Capture leads with smart forms that recognise known customers and prospects
  • Progressive profiling allows you to ask new questions each time a lead fills out a form Then in a follow up campaign, they are presented with a slightly different form on the right:
  • Let prospects customise nurturing communications Frequency (weekly, monthly, quarterly) Format (HTML, Text) Interests (Offers, Research, Best Practice) Map content to buying stage Awareness Consideration Research Purchase
  • Objective: Extend your CRM database to meet the specific needs of the marketing department How: Automate and measure sophisticated marketing programs Automate sales tasks and track follow up Provide sales with detailed information about prospects interests and activities Measure campaign effectiveness from leads to opportunities to revenue
  • The Power Hour - Marketing Automation 101

    1. 1. Loyalty! Welcome to the ‘Power Hour’
    2. 2. Agenda
    3. 3. Who is the Datarati?
    4. 4. Loyalty! Data Planning, Data Strategy, Data Analytics Marketing Automation Database 1. 2. What do we do?
    5. 5. Loyalty! 100 Dec 08 150 Apr 09 50 July 08 200 Jul 09 500+ Apr 10 Rated #1 globally
    6. 6. The Problem
    7. 7. Marketing & Sales Divide
    8. 8. Disparate Databases
    9. 9. Disparate Technology Vendors
    10. 10. The Leaky Funnel
    11. 11. The Solution
    12. 12. Centralise the data
    13. 13. How?
    14. 14. Marketing Automation Database + CRM Database Marketing Data Sales Data Marketing Automation Database
    15. 15. How does it work?
    16. 16. Loyalty! <script src=&quot;http://munchkin.marketo.net/munchkin.js <script>mktoMunchkin(&quot;714-CFZ-249&quot;);</script> &quot; type=&quot;text/javascript&quot;></script> 1 line of code Website & Landing Page How does it work?
    17. 17. Loyalty! Browser Cookies + How does it work?
    18. 18. Loyalty! Digital Behaviour = Captures & Collects
    19. 19. Positively or Negatively Scores Behaviour
    20. 20. Loyalty! Email & SMS Triggers Automate
    21. 21. Loyalty! Test Subject Lines, Copy, Creative, Call to Actions
    22. 22. Loyalty! Optimise Campaign Results
    23. 23. Loyalty! 360 View Dashboard Multi-Channel
    24. 24. What do clients use it for?
    25. 25. Customer Acquisition + Retention Convert site traffic into sales-ready leads
    26. 26. Lead/Customer Nurturing Nurture leads into customers through drip marketing
    27. 27. Automate qualification with demographic + behavioural data Lead/Customer Scoring
    28. 28. Know exactly who is visiting your site + trigger comms Web Analytics (Individual)
    29. 29. Email Marketing Deepen relationships with multi-step segmented campaigns
    30. 30. Landing Pages Maximise conversion rates with pre-population + A/B testing
    31. 31. Dynamically serve new form fields on each visitor session Progressive Web Form Profiling
    32. 32. Customer Controlled Comms Frequency + Format + Interests
    33. 33. 1. 2. 3. 4. 5. Map Content to Buying Stage
    34. 34. Give sales with marketing insight + closed loop ROI reporting CRM Database Integration
    35. 35. Results
    36. 36. Questions? Will Scully-Power Managing Director Datarati +61 400 828 866 [email_address] www.datarati.com.au http://willscullypower.wordpress.com www.twitter.com/willscullypower
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×