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Marketing automation guide from 0 to 60


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a beginners guide to understanding and strategically starting a Marketing Automation Program from 0 to 60 in under 5 Minutes

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Marketing automation guide from 0 to 60

  1. 1. Simple Marketing Automation Guide from 0 to 60 Kashif Khurshid | Marketing Ops |
  2. 2. Marketing Automation Purpose Find New Customer • Acquisition • sell Engage Existing Customer • Retention • cross sell/ upsell Brand Awareness • Engage Build Brand Advocates • leverage positive impressions & testimonials
  3. 3. What Does it Do (Conceptual) Attract Engage Close
  4. 4. What Does it Do (Practically) Email Quick Landing Page Forms Synch to CRM Web Analytics (Basic) Social (Basic)
  5. 5. Leveraging the Marketing Automation Tool Targeting and Dynamic Enablement of Campaigns to influence Leads Managing Systems Status & Classifications for each lead Managing People & Lists
  6. 6. Measurements & KPI’s Tactical •clicks, opens, visits, form fills Strategic •opportunities generated, conversion rate, revenue Operational •SLA, reasons for rejections or recycle
  7. 7. Scoring and Predictive Modeling Purpose of Scoring Leads Volume Issue Quality Issue Improved Conversion Rates Velocity Issue Must have an SLA for sales to work on leads
  8. 8. How to Pimp my Scoring Model CRM Scoring & Enrichment Behavioral Demographic Social Environmental / Market / VOC Intent Level Data Additional Context (organizational structure data)
  9. 9. Best Practices for Email Content Trustworthy Relevant Conversational Multi Channel Message
  10. 10. Types of Emails Transactional Promotional Alert Reminder Relationship Development Communication
  11. 11. Purpose for Email (Relationship & Comm.) Solve a Problem Save Money Make them Smarter Entertain
  12. 12. Best Practices for Designing Emails Responsive Design Balance on Text and Image with Alt Tags Use HTML formatted buttons “From” Name should instill Trust Testing for Optimization DONTS: All CAPS, GIF’s, Send @ End of Day, More than 1 Email per Day
  13. 13. Subject Line Tips Educate Ask a Question Offer Solution Announcement Popular Topic or Trend 30 to 50 Characters Long
  14. 14. Nurture Email Campaign Tips Segment Audiences Learn From your Data Program to work with Lead Life Cycle Use Personalization Carefully Consider Gating Content Progressively Enrich Lead Profile
  15. 15. Questions? Contact: