One of my sessions with UpGrad, in which I introduced Marketing Automation to the srudents.

1. MARKETING AUTOMATION

2. Discussions
• The Business Connection
• What is Marketing Automation?
• Benefits of Marketing Automation?
• CRM Integration
• Marketing Automation Framework
• Best Marketing Automation Tools
• Skill Sets Required

3. Business Connection – Digital MarketingCustomerSegment
B2B
B2C
BusinessGoals
Lead
Sales
Branding
Methods
SEO
SEM
SOCIAL
Email
MarketingAutomation
Email
Automation
Content
Automation
Campaign
Automation
Integrations

4. Typical Customer Journey

5. Customer Journey Detailed

6. HubSpot Customer Journey Definition

7. Customer Journey E-Commerce

9. What is
Marketing automation refers to software platforms and technologies
designed for marketing departments and organizations to more
effectively market on multiple channels online and automate repetitive
tasks.

10. Marketing Automation

12. Benefits
• Personalization in Communication (Segmentation)
• Collaboration
• Centralization of All Tools / Methods
• Progressive Profiling (Behavioral Attributes + Digital Body Language +
Click Through Visual Reporting)
• Consolidated Reporting (Effective Dashboards)
• Effective Sales Pipeline Management (Sales and Marketing
Communication)
• Automation of Tools

13. Every Automation Tool Comprises of
• Content Management Systems
• Campaigns Management and Integrations
• Social Media Listening and Integrations
• ChatBots
• May be even Alexa Skills
• Big Data Analytics
• AI (Like Salesforce has Einstein, Watson has … Watson)

14. CRM

15. CRM and Marketing Handshake

16. CRM
• Salesforce
• Zoho
• HubSpot

17. Marketing Workflows

18. A Basic Automation Example – LinkedIn
WordPress
RSS Feed
Auto Blog
Post On
HootSuite
Posted on
LinkedIn
People
Come to
The
Website
Call To
Action
CRM
Integration
Deal Close

19. Typical Workflows

20. Welcome Email

21. Salesforce Journey Builder

22. An Example Flow

23. Automation Tools

24. Digital Marketing Platforms

26. Gartner’s
Magic
Quadrant

28. salesforce

29. Salesforce Marketing Cloud

30. Salesforce Marketing Cloud

31. IBM Watson

32. MailChimp

33. Skillsets Required
• Business Understanding
• Tools Expertise (Pick any tool)
• Digital Marketing Concepts (Call-To-Action, A/B Testing, etc)
• Digital Marketing Methods Understanding / Expertise
• SEO
• SEM
• Google Display
• Social Media
• Email Marketing
• Content Marketing
• Digital Analytics

34. How it Looks
Marketing Automation
Digital Marketing
Marketing Domain
Business Sense

35. Another Angle
Technology Marketing
UI / UX
Business
Analysis

36. What’s Next
• Start Exploring Free Tools
• Understand the Customer Journey
• Look at various Use Cases
• Read Company Case Studies
• Get thorough with CRM (Services, Sales, other modules)
• Get acquainted with Marketing Automation

37. Thank You