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How to build a marketing automation plan - Tim Karpisek

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Tim Karpisek shared his insights with the Conversion Day 2016 audience.

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How to build a marketing automation plan - Tim Karpisek

  1. 1. Email marketing is all about thinking outside the inbox How to build a marketing automation plan Tim Karpisek Business development manager M: 0032 497 60 15 93 E: tkarpisek@raak.be
  2. 2. Email marketing is all about thinking outside the inbox Marketing automation explained in 2 dots
  3. 3. Email marketing is all about thinking outside the inbox Marketing automation explained in 2 dots
  4. 4. Email marketing is all about thinking outside the inbox Marketing automation Marketing process automation Marketing communications automation Marketing data automation Workflows Real-time marketing Multi-channel marketing Lead nurturing programs Drip marketing Lead scoring Analytics & insights Predictive analytics Tracking & tagging Progressive profiling Conditional personalisation Marketing operations management Marketing scalability Quality management & testing
  5. 5. The how-to-get-started formula? Budget Time Buy-in + +
  6. 6. A B C A step-by-step guide to setting up marketing automation Execution Report Analyse Adapt3 Setup Technical Produce Implement2 Strategy GET TO BY1
  7. 7. Strategy - Setup - Execution GET  TO  BY GET TO BY Who is our target audience? What do they have to do/think? How are we going to do this?
  8. 8. Suspect Lead MQL SQL Client offline online Strategy - Setup - Execution GET  TO  BY
  9. 9. Suspect Lead MQL SQL Client Lead score low medium high qualified BAS offline online Strategy - Setup - Execution GET  TO  BY Personas
  10. 10. Strategy - Setup - Execution GET  TO  BY Reach Attract Convert Retain brand brand
  11. 11. impact time Strategy - Setup - Execution GET  TO  BY
  12. 12. impact time Strategy - Setup - Execution GET  TO  BY
  13. 13. Strategy - Setup - Execution GET  TO  BY Source 1 Source 2 Source 3 Entry points
  14. 14. Strategy - Setup - Execution GET  TO  BY Source 1 Source 2 Source 3 Entry points
  15. 15. Strategy - Setup - Execution GET  TO  BY Source 1 Source 2 Source 3 Entry points 1 2 3 4 5 Click Y Other Other Other Other
  16. 16. Strategy - Setup - Execution GET  TO  BY Source 1 Source 2 Source 3 Entry points 1 2 verified Click Y Other Other Confirmed Other Other Other Thank you Cross-sell 3 4 5
  17. 17. Strategy - Setup - Execution GET  TO  BY Source 1 Source 2 Source 3 Entry points 1 2 verified Click Y Other Other Confirmed No confirm Other Other Other Thank you Cross-sell Reminder 1 Reminder 2 3 4 5
  18. 18. Strategy - Setup - Execution GET  TO  BY Source 1 Source 2 Source 3 Entry points 1 2 verified stop Content flow pickup Other activation Click Y Other Other Confirmed No confirm Other Other Other Other Thank you Cross-sell Reminder 1 Reminder 2 3 4 5
  19. 19. Strategy - Setup - Execution GET  TO  BY GET TO BY Contacts in the VTM database who have not registered the VTM app Create a VTM account Showing the content & benefits in sequence of activation e-mails
  20. 20. Strategy - Setup - Execution GET  TO  BY GET TO BY Contacts who want to renovate their electricity without heavy breaking Know about a plug-and-play product line Sending personalised campaign based on their timings and intention to renovate
  21. 21. Strategy - Setup - Execution Technical  produce  implement Content 1 Thank you 1 Retargeting 1 Retargeting 2 Thank you 2 2 3 4 5
  22. 22. Strategy - Setup - Execution Technical  produce  implement IF not opened THEN IF not clicked THEN IF confirmed THEN IF NOT confirmed THEN
  23. 23. Strategy - Setup - Execution Technical  produce  implement Mails if AfterAction Content_1not opened OR opened no click 3 Content_2 opened, clicked, not registered 1 Retargeting_1 opened, clicked, registered 0 Thankyou_1
  24. 24. Strategy - Setup - Execution Technical  produce  implement Mails if after Action CONVERSION_START not opened 3 CONVERSION_NO_01 opened, not clicked 3 CONVERSION_ONC_01 opened, clicked, not registered 1 CONVERSION_OCNR_01 opened, clicked, registered 0 VERIFICATION_01 CONVERSION_NO_01 not opened 4 CONVERSION_NO_02 opened, not clicked 3 CONVERSION_ONC_01 opened, clicked, not registered 1 CONVERSION_OCNR_01 opened, clicked, registered 0 VERIFICATION_01 CONVERSION_NO_02 opened, not clicked 3 CONVERSION_ONC_01 opened, clicked, not registered 1 CONVERSION_OCNR_01 opened, clicked, registered 0 VERIFICATION_01 not opened retargeting CONVERSION_ONC_01 opened, clicked, not registered 1 CONVERSION_OCNR_01 opened, not clicked 4 CONVERSION_ONC_02 opened, clicked, registered 0 VERIFICATION_01 CONVERSION_ONC_02 opened, clicked, not registered 1 CONVERSION_OCNR_01 opened, clicked, registered 0 VERIFICATION_01 not opened retargeting CONVERSION_OCNR_01 opened, clicked, not registered 0 retargeting opened, clicked, registered 0 VERIFICATION_01 Mails if after Action ACTIVATION_01 LF <>0 frequency flow LF=0, SF=0 30 activationcampaign_NV LF=0, SF<>0 30 triggeredcampaign_SF ACTIVATION_01_NVTM LF <>0 frequency flow LF=0, SF=0 30 activationcampaign_NV LF=0, SF<>0 30 triggeredcampaign_SF ACTIVATION_01_VTMNSF LF <>0 frequency flow LF=0, SF=0 30 activationcampaign_NV LF=0, SF<>0 30 triggeredcampaign_SF ACTIVATION_01_VTMSF LF <>0 frequency flow LF=0, SF=0 30 activationcampaign_NV LF=0, SF<>0 30 triggeredcampaign_SF based on frequentie filter activation flows triggeredcampaign_NV third Monday ACTIVATION=received AND LF=0 AND SF=0 activation flows triggeredcampaign_SF first Monday AND third Monday ACTIVATION=received AND LF=0 AND SF<>0 Frequency flows Ambassador first Monday AND third Monday Persona=ambassador Frequency flows High potential first Monday AND third Monday Persona=high potential Frequency flows Potential third Monday Persona=potential Frequency flows Low Potential third Monday Persona=low potential Frequency flows Sleeper Persona=sleeper
  25. 25. Strategy - Setup - Execution Technical  produce  implement Briefing Planning Copy Design HTML Testing Finalise Other
  26. 26. Strategy - Setup - Execution Technical  produce  implement Email marketing platform Email Platform + features Marketing automation platform ……
  27. 27. Strategy - Setup - Execution Technical  produce  implement Salesforce buys Exacttarget Selligent buys Optizen Adobe buys Neolane Oracle buys Responsys+ Eloqua IBM buys Silverpop 2008 2013 2014 2020 Marketing technoloy 2016 Sitecore EP Marketo, Hubspot,
  28. 28. Strategy - Setup - Execution Report  analyse  adapt CAMPAIGN REPORTING CUSTOMER REPORTING WEB REPORTING 21 3
  29. 29. Strategy - Setup - Execution Report  analyse  adapt CAMPAIGN REPORTING CUSTOMER REPORTING WEB REPORTING 21 3
  30. 30. Strategy - Setup - Execution Report  analyse  adapt CUSTOMER REPORTING 2
  31. 31. Strategy - Setup - Execution Report  analyse  adapt WEB REPORTING 3 EMAIL REPORTING Email sending Open Click WEB REPORTING Bounce rate User path Conver sion
  32. 32. Strategy - Setup - Execution Report  analyse  adapt Last-click Time-based Algorythmic 100% 40% 30% 15% 10%5% 0% 0% 0% 0% Conversion attribution
  33. 33. Strategy - Setup - Execution Report  analyse  adapt 2017 2018
  34. 34. Strategy Setup Execution GET TO BY Technical Produce Implement Report Analyse Adapt 1 2 3 A B C 5% 5% 5% 15 % 45 % 25 %
  35. 35. Thanks for listening, now let’s talk Tim Karpisek Business development manager M: 0032 497 60 15 93 E: tkarpisek@raak.be T: @timkarpisek Job opening: strategic accountmanager www.raak.be

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