What does a marketing automation system/software actually do?

1. Marketing Automation – The Key Elements

2. Overview
• What is Marketing Automation?
• Analytics and Insight
• Email marketing and management
• Lead management
• Sale loves Marketing and Marketing loves sales

3. What is Marketing Automation
At Grow* we define Marketing automation as the
term to describe software used to identify/generate
potential lead opportunities, segment these
opportunities and create tailored lead nurturing /
lead generation campaigns based upon the profile,
level of interest, online behaviour or place in the
buying process.

4. Web finger prints not Web Analytics
• Most Analytics systems provide data on how your website
is being used
• This doesn’t provide insight just data
• Analytics used in marketing automation software enable
you to track users on an individual basis even if you don’t
know them yet!
• The analytics enable the tracking of all marketing
activities in one location rather than via several different
systems
• This provide a singular view of the users engagement with
your marketing activities
• Once you know them i.e. you have an email address then
you can understand all historical and future engagement

5. Email Marketing
• MA software provides email marketing capabilities you would
expect from traditional email marketing software
• Email marketing software is more of a point solution it doesn’t
take into account the wider awareness of onsite activities,
email activities, downloads, social media et al.
• MA software is designed to integrate with CRM tools. This
enables greater segmentation and personalisation.
• MA software doesn’t just track they can also be set to react. If
a prospect carries out a number of activities on site then emails
can per personalised to reflect the content viewed. Email
software cant do this without manual intervention.
• MA software brings the concept of lead scoring and nurturing
to the fold.

6. Social Media Management and Tracking
• Marketing automation software provide a social
media management platform in most cases.
• In general these solutions don’t provide as much
functionality as the likes of hootsuite, tweetdeck
et al
• The key selling point is that through the use of
tagging all content distributed via the MA
software
• This enables leads and sales to be identified
down to the channel and even the tweet level!

7. Landing Page Creation
• Marketing automation software provide the
ability to create landing pages without technical
resource
• These pages can be created based on channel,
campaign or even creative
• These can be tested A/B tested to enable
improvements in sign up et al
• These landing pages can be saved and
reutilised

8. Lead Scoring
• Lead scoring is the process by which you determine
the value of a potential customer. Email marketing
software doesn’t provide this ability MA software
does.
• This is achieved by assigning points to certain
activities or goals
• As an example if your product pages are visited you
may assign a score of 10 if these are visited again
then this becomes 20
• A download of a case study may be determined as
being scored as 20, attendance at a webinar may be
assigned 30 and so on
• If a potential customer reaches 100 then this could
be considered as the point to hand over to sales as a
Sales Qualified Lead

9. Lead Nurturing
• Is the process by which a visitor to your website
becomes a sales qualified lead
• Typically this based upon lead scoring
• MA software enables the automation of this
process once a lead nurturing process has been
defined. This is not the case with Email
marketing software
• Key to success is a focus on the prospect,
consistent messaging, great content and an
agreed process

10. Lead Nurturing
• Is the process by which a visitor to your website
becomes a sales qualified lead
• Typically this based upon lead scoring
• MA software enables the automation of this
process once a lead nurturing process has been
defined. This is not the case with Email
marketing software
• Key to success is a focus on the prospect,
consistent messaging, great content and an
agreed process