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Leverage Marketing Automation to
Attract, Sell & Wow Customers
Carl Bischoff - BusinessFluid.com
● Why Marketing Automation?
● Top 3 Reasons SMB’s fail
● What is LifeCycle Marketing
● Lead Scoring
● Segmentation & Taggi...
B1G1 - giving back
for every person who attends today
we will be providing 7 days education to a child in Cambodia
Otis & Lola
Who would like
a steady flow of leads and sales?
Automating is to your time
what compounding interest is to your money
there is not more time
it’s not about doing more tasks
it is about the significance of the task
R.O.T.I.?
Automation forces you to work on your
systems and processes
Automating bad processes doesn't magically
make marketing better.
Strategy comes first
VISION -> CLARITY -> FOCUS
TOP 3 REASONS SMALL BUSINESS
OWNERS FAIL AT MARKETING
1. Not Setting Clear Goals
○ define point ‘A’ where are you now? → P...
REWARD?
Perhaps a 10 day Holiday to Noumea New
Caledonia?
But...
● where will I find the time?
● I don’t know anything about automation
● I am not technical
● costs to much money
●...
FRAMEWORKS
What is Lifecycle Marketing all about?
Download LCM planner here:
BusinessFluid.com/LifecycleMarketing
Get more leads, grow your sales and save time.
LCM - Attract
IDENTIFY YOUR TARGET MARKET
As an entrepreneur, you have big dreams. You want the entire world to know your products
and s...
ATTRACT MORE CUSTOMERS TO YOUR
BUSINESS
Once you know who your target customers are, you’ll need to find out where they ar...
COLLECT VISITORS’ INFORMATION TO
FOLLOW UP
As you begin attracting more customers to your business, you’ll want to make su...
Leaky Bucket
● 7 seconds to engage
● 90% will never return
Segment at Opt-in
LCM - Sell
You need to
to get value.
provide value,
EDUCATE TO SELL MORE
Consumers will only pay attention to you when they’re motivated to do so, and the best way
to gain th...
you’re educating
not pitching
Discovery Session 3 Funnels
MAKE THE OFFER
In order to make the right offer at the right time, it’s important to understand your target
customer’s buy...
“Everyone can rise above their circumstances and achieve success
if they are dedicated to and passionate about what they d...
CLOSE MORE SALES
Closing the sale involves more than just an exchange of money or signed documents.
It’s a relationship
LCM - Wow
CREATE A CULTURE OF WOW
deliver more than you promised, send them a gift
GROW THE VALUE OF EACH CUSTOMER
● offer more stuff, what else do they need?
● use a survey to find out
○ ASK Formula by Ry...
GROW SALES WITH REFERRALS
● ask and automate that
● make it easy by providing the copy & content
To get the LifeCycle Marketing Planner go here:
BusinessFluid.com/LifecycleMarketing
Success
is the sum
of small efforts,
repeated
day in & day out
R. Collier
Lead Scoring
● who’s hot, taking action and showing via behaviour ie
viewing content, clicking links etc that they are
int...
Lead Scoring
Eloqua found that, on average;
● deal close rates increased by 30 percent;
● company revenue increased by 18 ...
Some general notes:
● make sure you add a description for what a tag is being used for
● all tags should have a category
●...
Tag Categories
Trigger = Start, stop, loop
Status = Where? a user is in a process
Activity = What? clicked a link, filled ...
Trigger
● These tags are used to trigger actions, they are temporary and must be removed after being
applied.
● remove aft...
Status [where?]
● These tags are used to denote the status of a contact or where a contact is in a process
○ Usually only ...
Activity [What?]
● Description
○ Used to document what the person has done or actions the person has taken
● Rules
○ Activ...
Profile [Who?]
● Description
○ Used to document demographics & psychographics of the
prospect/client
○ Profile tags are pe...
Segmentation Tags and Categories
● Trigger
● Status
● Activity
● Profile
● eSubscriptions
● Reporting
● Temp
● Customers
●...
● short-term lead nurture
● long-term lead nurture
● lead scoring
● cart / form abandonment
● onboarding
● ask for testimo...
Great automation is a result of highly
targeted, personalized, valuable, timely,
and remarkable content that is sent to a
...
Automating is to your time
what compounding interest is to your money
Questions?
Interested to see how I can help you?
Book a discovery call
To get in touch email here:
start@businessfluid.com
Marketing Automation A Look Inside
Marketing Automation A Look Inside
Marketing Automation A Look Inside
Marketing Automation A Look Inside
Marketing Automation A Look Inside
Marketing Automation A Look Inside
Marketing Automation A Look Inside
Marketing Automation A Look Inside
Marketing Automation A Look Inside
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Marketing Automation A Look Inside

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Why Marketing Automation?
Top 3 Reasons SMB’s fail
What is LifeCycle Marketing
Lead Scoring
Segmentation & Tagging
Top 7 Automation Campaigns to run
Infusionsoft a Look Inside

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Marketing Automation A Look Inside

  1. 1. Leverage Marketing Automation to Attract, Sell & Wow Customers Carl Bischoff - BusinessFluid.com
  2. 2. ● Why Marketing Automation? ● Top 3 Reasons SMB’s fail ● What is LifeCycle Marketing ● Lead Scoring ● Segmentation & Tagging ● Top 7 Automation Campaigns to run ● Infusionsoft a Look Inside ● Questions
  3. 3. B1G1 - giving back for every person who attends today we will be providing 7 days education to a child in Cambodia
  4. 4. Otis & Lola
  5. 5. Who would like a steady flow of leads and sales?
  6. 6. Automating is to your time what compounding interest is to your money
  7. 7. there is not more time it’s not about doing more tasks it is about the significance of the task R.O.T.I.?
  8. 8. Automation forces you to work on your systems and processes
  9. 9. Automating bad processes doesn't magically make marketing better.
  10. 10. Strategy comes first
  11. 11. VISION -> CLARITY -> FOCUS
  12. 12. TOP 3 REASONS SMALL BUSINESS OWNERS FAIL AT MARKETING 1. Not Setting Clear Goals ○ define point ‘A’ where are you now? → Point ‘B’ where are you going e.g. in 90 days 2. Information Overload 3. No Frameworks
  13. 13. REWARD? Perhaps a 10 day Holiday to Noumea New Caledonia?
  14. 14. But... ● where will I find the time? ● I don’t know anything about automation ● I am not technical ● costs to much money ● information overload ● which tools do I use?
  15. 15. FRAMEWORKS
  16. 16. What is Lifecycle Marketing all about?
  17. 17. Download LCM planner here: BusinessFluid.com/LifecycleMarketing Get more leads, grow your sales and save time.
  18. 18. LCM - Attract
  19. 19. IDENTIFY YOUR TARGET MARKET As an entrepreneur, you have big dreams. You want the entire world to know your products and services are available to everyone. It’s important to narrowly define your target customer and meet them where they are.
  20. 20. ATTRACT MORE CUSTOMERS TO YOUR BUSINESS Once you know who your target customers are, you’ll need to find out where they are most likely to come in contact with your brand, and be receptive to your messaging.
  21. 21. COLLECT VISITORS’ INFORMATION TO FOLLOW UP As you begin attracting more customers to your business, you’ll want to make sure they don’t leave and forget about you.
  22. 22. Leaky Bucket ● 7 seconds to engage ● 90% will never return
  23. 23. Segment at Opt-in
  24. 24. LCM - Sell
  25. 25. You need to to get value. provide value,
  26. 26. EDUCATE TO SELL MORE Consumers will only pay attention to you when they’re motivated to do so, and the best way to gain their attention is through interaction and education.
  27. 27. you’re educating not pitching
  28. 28. Discovery Session 3 Funnels
  29. 29. MAKE THE OFFER In order to make the right offer at the right time, it’s important to understand your target customer’s buying process—the journey a customer goes through before they decide to buy (or not buy) from you.
  30. 30. “Everyone can rise above their circumstances and achieve success if they are dedicated to and passionate about what they do.”
  31. 31. CLOSE MORE SALES Closing the sale involves more than just an exchange of money or signed documents. It’s a relationship
  32. 32. LCM - Wow
  33. 33. CREATE A CULTURE OF WOW deliver more than you promised, send them a gift
  34. 34. GROW THE VALUE OF EACH CUSTOMER ● offer more stuff, what else do they need? ● use a survey to find out ○ ASK Formula by Ryan Levesque ■ http://surveyfunnelsoftware.com/
  35. 35. GROW SALES WITH REFERRALS ● ask and automate that ● make it easy by providing the copy & content
  36. 36. To get the LifeCycle Marketing Planner go here: BusinessFluid.com/LifecycleMarketing
  37. 37. Success is the sum of small efforts, repeated day in & day out R. Collier
  38. 38. Lead Scoring ● who’s hot, taking action and showing via behaviour ie viewing content, clicking links etc that they are interested and ready to buy?
  39. 39. Lead Scoring Eloqua found that, on average; ● deal close rates increased by 30 percent; ● company revenue increased by 18 percent; ● and revenue per deal increased by 17 percent.
  40. 40. Some general notes: ● make sure you add a description for what a tag is being used for ● all tags should have a category ● only create tags you need ● don’t leave a process tag on a contact record, clean up tags ● plan out campaigns/sequences before you build ● tags should be meaningful when you read them ● it’s okay for a user to have multiple tags Segmentation Tags and Categories
  41. 41. Tag Categories Trigger = Start, stop, loop Status = Where? a user is in a process Activity = What? clicked a link, filled in form Profile = Who? Demographics, psychographics, interests
  42. 42. Trigger ● These tags are used to trigger actions, they are temporary and must be removed after being applied. ● remove after the trigger action has been completed. ● Syntax ○ Campaign – Sequence – Trigger ○ i.e. Trigger - Free Report – Conversion Sequence -Start ● Types ○ Start ○ Stop ○ Loop
  43. 43. Status [where?] ● These tags are used to denote the status of a contact or where a contact is in a process ○ Usually only one status tag is used at a time per campaign or process ○ Status tags by definition are temporary. ● Syntax ○ Campaign - Status, Process - Status, Contact Group - Department - Status ○ i.e. Sales Pipeline - Stage - Contacting ○ i.e. Product A Launch - In Promo Sequence ○ i.e. VIP Clients - Finance - Decline (0-10 Days) ○ i.e. VIP Clients - Finance - Decline (11-30 Days) ○ i.e. VIP Membership - Inactive ○ i.e. VIP Membership - Access ● Types ○ Status ○ Access ○ Process ○ Progress ○ Reporting ○ Historical
  44. 44. Activity [What?] ● Description ○ Used to document what the person has done or actions the person has taken ● Rules ○ Activity tags are permanent. Activity tags can be consolidated and “archived” after a period of time. ● Syntax ○ Campaign - Specifics - Action ○ Product - Action ○ i.e. Weekly Webinar – Sales & Marketing – 14 Jan 2016 – Registered ○ i.e. Weekly Webinar – Sales & Marketing – 14 Jan 2016 – Attended ○ i.e. NLM Membership – Purchased ○ i.e. NLM Membership – Cancelled ○ i.e. Lead Magnets -- 7 Automation Tips Checklist – Downloaded ● Types ○ Purchased ○ Downloaded ○ Registered ○ Attended ○ Clicked
  45. 45. Profile [Who?] ● Description ○ Used to document demographics & psychographics of the prospect/client ○ Profile tags are permanent. Profile tags define who a contact is regardless of activity. ● Syntax ○ Profile – Category – Detail ○ i.e. Profile – Age – 18-24 yrs old ● Types ○ Demographic ○ Psychographic ○ Interests ○ Pains ○ Desires
  46. 46. Segmentation Tags and Categories ● Trigger ● Status ● Activity ● Profile ● eSubscriptions ● Reporting ● Temp ● Customers ● Prospects ● Free Items ● Forms ● Members ● Events ● Networks / Met at ● Testimonial ● Hiring ● Interest / Marketing List ● from Partner ● Social Media ● Survey Answers
  47. 47. ● short-term lead nurture ● long-term lead nurture ● lead scoring ● cart / form abandonment ● onboarding ● ask for testimonial / referral ● re-engagement Top 7 Campaigns / Sequences
  48. 48. Great automation is a result of highly targeted, personalized, valuable, timely, and remarkable content that is sent to a healthy and engaged database
  49. 49. Automating is to your time what compounding interest is to your money
  50. 50. Questions? Interested to see how I can help you? Book a discovery call To get in touch email here: start@businessfluid.com

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