SharpSpring-playbook- Martin Bartels -CloudCapital
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SharpSpring marketing automation playboo uploaded by Martin Bartels Cloudcapital SharpSpring SIlver Partner in Den Haag Nederland /The Hague, The Netherlands. Specialisation customer data, customer centricity, marketing automation, content. Visit my Dutch profile http://bit.ly/2tPTOiA or the CloudCapital website http://bit.ly/2nbxika marketing automation palybook SharpSpring
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SharpSpring-playbook- Martin Bartels -CloudCapital
- 3. BECOMINGACHAMPIONSHIPCLUB WHATARETHEBENEFITSFORMY MARKETINGEFFORTS? WHATARETHEBENEFITSFORMYBUSINESSASAWHOLE? Marketingautomationgivesyouthepowertogeneratemoreleads, drivemoresales,andoptimizeyourreturnoninvestment.Ithelpsyou targetyourcustomerswithpersonalisedcommunicationsbasedontheir interests–sotheyreceivethemessagestheyactuallywant,notthe messagesyouthinktheywant. MarketingautomationplatformslikeSharpSpringmakeone-to-oneMarketingautomationplatformslikeSharpSpringmakeone-to-one conversationswithlargecustomerbasespossible,soyoucanconverta bunchofspectatorsintoastadium fullofloyalfanswhowillkeepcoming backforeverygame. Thougharelativelynewconcept,marketingautomationhasalreadychangedthewaymanycompaniesmarkettheir productstoclientsandprospects.Thesoftwareoffersanumberoffeaturesandfunctionalitiestohelpyougenerate moreleadsandnurturethem throughthesalesprocess.Whenusedcorrectly,itcandrasticallyimproveyour customerloyalty,brandexposure,andconversionratesofleadstosales. Additionally,marketingautomationplatformsaredesignedtoworkwithyourmarketingstrategies,soyoucantrack theROIforyourcampaigns(onlineandoffline)toensureyoumaximiseyourmarketingspend. Withmarketingautomation,youcan:Withmarketingautomation,youcan: •Identifyanonymouswebsitevisitors •Trackleadbehaviourandactivity •Deliverbehaviour-basedmessagesandcontenttonurtureleads •Collectreal-timeanalytics •OptimiseandprovemarketingROI Marketingautomationtakestheguessworkoutofidentifyingwhichinitiativesaregeneratingleadsandsales.OnceMarketingautomationtakestheguessworkoutofidentifyingwhichinitiativesaregeneratingleadsandsales.Once implemented,itcanprovideresultsandactionableinsightswithinamatterofdays. Marketingautomationprovidesawholerangeoftoolsandinsightstooptimisetheefficiencyofyourbusiness.While yoursalesteam closesmoredealsinlesstimebyfocusingonleadsthataresales-ready,yourmarketingteam can spenditstimeonhigher-leveltasksthatcan’tbeautomated,likecompetitoranalysis,contentcreation,and campaigndevelopment. Inthisdocument,we’llhighlightthekeybenefitsofmarketingautomationtoshowyouhowyoucantakeyour marketingandsalesgametothenextlevel. www.sharpspring.com
- 4. Whenitcomestosettingupamarketingautomationplatform,wethinkofsuccessful implementationassomethingsimilartowinningthePremierLeague.Itmaynotbeaneasy journey–anditrequiresagreatdealoftimeandcommitment–butpickingupthecupatthe endoftheseasonisafeelinglikenoother. Thesamecanbesaidformarketingautomation.Youmustputintime,commitment,andThesamecanbesaidformarketingautomation.Youmustputintime,commitment,and educationtoensuretheplatform willworktoitsfullpotential.Onceitissetup,you’llhave accesstovaluabledataonyourleadsandbeinapositiontoacquirenewcustomersfaster thaneverbefore–soyourbusinesscancomeoutvictoriousovertoughcompetition. SignuptoourNewsletter Submit CUSTOMERSIGNSUP FORNEW SLETTER ADDEDTO LIST W ELCOMEEMAILSENT TOSUBSCRIBER SENTTOA THANKYOU PAGE Whenstartingsomethingnew,it’salwaysbesttolearnthebasicsandthengrowyourefforts from there.Let’sbuildoutasamplecampaigntowalkyouthroughafewmarketing automationdrillstodemonstratehowyoucanuseittoimproveonatraditionalapproach. Belowisanexampleofaworkflowforabasicemailcaptureform.Whensomeonesubmits theform –inthiscasebysubscribingtoanewsletter–thesystem addsthem toaspecific contactlist,directsthem toa“thankyou”page,andsendsthem awelcomeemailofferinglinks toadditionalcontent–allcompletelyautomatically. www.sharpspring.com
- 5. LinkA Thankyouforsigningup! ContactisaddedtolistC LinkB LinkCLinkA CLIENTCLICKS ONLINKC ANEW LISTC CAMPAIGNISSENT Thenextpartoftheworkflowshowswhathappenswhensomeoneopensthewelcomeemail.Thisemail thanksthereaderforsigningupandcontainsthreelinkstodifferenttypesofcontentthatmightbeof interest.Whenthereaderselectsalink,thesystem identifieswhichtypeofcontenttheylikemost,andit automaticallyaddsthem toalistofleadswithsimilarpreferences.Thislistisassociatedwithanentirely newcampaigndesignedaroundthespecificinterestsandpreferencesofitsrecipients. Bysettingupautomationrulesbasedonyourleads’interactionswithyouremailsorwebsite,youcaneasily continuethissegmentationprocessuntilyou’vedividedyourcustomerbaseintoasmanylistsasyouwant. Themorespecificyourlistsare,themorepersonalisedandeffectiveyourcommunicationswillbecome. Thisworkflowisjustoneexampleofhowmarketingautomationcanimprovetheefficiencyofyour operationsandtheeffectivenessofyourmarketingcampaigns.Inthenextfewsections,wewilldiveinto someoftheotherwaysmarketingautomationcanhelpyoubeatthecompetition. www.sharpspring.com
- 8. Achievingsuccess(whetherthatmeanswinningthePremierLeague ordrivingyourcompany’sengagementratesandrevenuetorecord heights)isallaboutunderstandingyourresources.Forafootballteam, thismeansscoutingoutandhand-pickingtheverybestplayers,and thenlearningalloftheirindividualstrengthsandweaknesses. Gametip:Conversionbuttonsandofferingsmatterateverystageofthegame.Sometimestheymayflyslightlyabovethe crossbaronthefirsttry.Butifyoucangetwebvisitorstofilloutaform whentheyhitthefield,youcanusethat valuableinformationnexttimetogoforthegoal. Whenitcomestomarketing,trackingthebehaviourofyourleadsandcustomersisakey elementtoyoursuccess.Marketingautomationsoftwareallowsyouto"scoutout"andprioritize yourtopleads–sendingthem personalisedcontenttailoredtotheirpreferences. HOW TOBUILDADREAM TEAM Targetvisitorsandleadsbasedontheirinteractionswithyourcontent.Iftheyvisitaparticularpage ortakeaspecificactionlikefillingoutaform,amarketingautomationplatform willupdateyourlists orleadscorestoreflectanyimportantinsightsorchanges.Italsoallowsyoutosetupworkflowsand triggersalesteam alerts,orcreateemailstosendtoleadswhointeractwithyourwebsiteina particularway. Forexample,ifsomeonevisitsyourblogpageandclicksonapostfocusedononeofyourproductsForexample,ifsomeonevisitsyourblogpageandclicksonapostfocusedononeofyourproducts orservices,thesystem willdynamicallyaddthem toalistofotherpeopleinterestedinthesame service.Later,itwillsendthoselistmembersanemailofferingtailoredtotheirinterestswitha call-to-action,encouragingthem topurchase. WEBSITEBEHAVIOURTRACKING Identifytheinterestsandpreferencesofyourleadsandcustomersbasedonhowtheyinteractwith theemailcontentyousendthem.Somemayengagemorewithacertainformat,suchas whitepapers,videos,orpodcasts,whereasothersmightrespondbasedonwhichmedium youuse todeliverit(e.g.,email,social,web). Asyoudevelopanddelivercontentovertime,yourcontactlistswilldynamicallyupdatebasedonAsyoudevelopanddelivercontentovertime,yourcontactlistswilldynamicallyupdatebasedon contactbehaviourandengagement.Thissavesyouthetimeofmanuallysegmentingyourlists,and itprovidesinsightonhowtocreatemarketingcampaignsthattrulyresonatewithyouraudience. EMAILBEHAVIOURTRACKING www.sharpspring.com
- 9. CUSTOMERRELATIONSHIPMANAGEMENT(CRM) Tooptimiseyoursalesefforts,amarketingautomationplatform shouldintegratewithyourCRM,orifyoudon’thave oneorwouldliketomigrateoffofyourcurrentone,shouldprovideaCRMsolution. From pipelinemanagementtoreportingandbeyond,SharpSpringmakesiteasytomanageyourcustomer relationships.SharpSpringcansynchronisewithyourcurrentCRMtoprovideasmoothintegration,orifyou’reinthe marketforanewCRM,SharpSpringhasonebuiltin.Youcanquicklyimportyourexistingcontacts,opportunitiesand accounts,includingallstandardfields(name,email,phonenumber,companyname,etc.)aswellasanyothercustom fieldsyoudeem important. INTEGRATIONSANDTHIRD-PARTYAPPLICATIONS IntegrationsareakeycomponentofSharpSpring,andwe’reconstantlystrivingtoexpandourpartnernetworksto includenewintegrationsandfunctionalities.Weworkwithallmajorform builders(e.g.,Wufoo,Formstack,Gravity) andcontentmanagementsystems(e.g.,WordPress,Drupal).SharpSpringalsoincludesnumerousnative integrations,includingSalesForce,GoogleAdWords,WebExandGoToWebinar. YoucanuseouropenAPItoconnectSharpSpringtoanycustom-builtdatasystem orthird-partyapplication.Orif youdon’thaveadeveloperonhand,youcanusetheSharpSpringZaponZapiertoeasilyintegratewithhundredsof otherplatforms. Severalfactorsareinvolvedinbecomingachampionshipfootballclub.Theteam shouldbemanagedefficiently,the playersshouldbearrangedoptimallybasedontheirstrengths,andthereshouldbeasupportivefanbasecheering them onfrom starttofinish. Asimilarsetofstepsisinvolvedwhenitcomestoimprovingyourmarketinggame.Bytrackingandmanagingyour assetsefficiently,optimisingyourstrategies,andsupportingyoureffortswiththerighttools,youcancreatea marketingcampaignthatwillleadyourbusinesstovictory. Anotherimportantaspectofsuccessisbeingateam player,andyoumayjustbelookingtointegratemarketingAnotherimportantaspectofsuccessisbeingateam player,andyoumayjustbelookingtointegratemarketing automationwithyourexistingplatformsorsolutions.SharpSpring’sgoalisn’ttokickexisting“players”offthefield, buttoworkwiththesolutionsthatyoualreadyhaveinplaceorhelpyoufillingapswhereneeded(e.g.,ourbuilt-in CRM). USING EVERYTHING YOU’VEGOT www.sharpspring.com
- 10. HOW TOSHOOTONTARGET Toscoreawinninggoal,youmustaim from exactlytherightangleandtakeyourshotatexactly therighttime.Scoringdealsinthemarketinggameinvolvesasimilarfocusonperfectingyour aim. Studiesshowthatdemographicandbehaviouraltargetingcandrasticallyimprovelead generationandsalesratesaswellasprovideafarsuperiorcustomerexperience.And marketingautomationmakesthingseveneasierbyautomatingyourprocesses,soyoucan targetconsumerswithrelevantinformationatexactlytherighttimeinthebuyercycle. JustlikehowAmazonsuggestscomplementaryproductsbasedonwhatyou’veboughtbefore,JustlikehowAmazonsuggestscomplementaryproductsbasedonwhatyou’veboughtbefore, marketingautomationletsyoutargetyourleadswithhighlypersonalisedcommunications basedontheirage,gender,interests,pastpurchasesoranyotherspecificdetailsthatare relevant.Byusingdemographicandbehaviouraltargetingtoguideyourmarketingstrategy,you canprioritizeleadsthatarereadytoconvertanddeploymorecustomizedmessagingtonurture thosethatarenotready. Thankstotheaffordabilityofmarketingautomation,manyagenciesandsmallandThankstotheaffordabilityofmarketingautomation,manyagenciesandsmalland medium-sizedbusinessesnowhaveaccesstothesametrackingtechnologies(IPlook-up, campaignlinks,cookiestomatchrepeatvisits,etc.)thatlargerglobalcompaniesusetogrow theirbusinesses. www.sharpspring.com
- 11. FORM-BASED LEAD SCORING - PLAYER RATINGS Fills out a form and provides their name, email and phone number. 50 points Fills out a form and provides their email and name. 30 points Fills out a form and provides their name, email, phone number, and company name. 80 points Fills out a form and provides their name, email, phone number, company name, postcode, web address & selects a specific drop-down. 120 points 30points Awesome good better basic 50points 80points 120points The illustration below shows four lead scores, each representing a different level of information obtained from a lead’s responses to your web forms. The more information the customer provides, the higher the lead score. Incorporating lead scoring into your website forms can help you score and segment leads that need additional nurturing, while also providing you with highly detailed scoring points on leads that are already more likely to convert. 9 www.sharpspring.com
- 12. BEHAVIOUR-BASED LEAD SCORING - PLAYER TRENDS Visits your homepage and a sales page plus two blog posts. 50 points Visits your homepage and a blog post. 30 points Visits two sales pages and downloads a whitepaper. 80 points Visits multiple sales pages and signs up for a demo. 120 points Awesome good better basic Behavioural tracking is a critical element of lead scoring, as it provides you with concrete insights on where a lead is in the buyer cycle and approximately how likely they are to convert. Marketing automation lets you break down your interactions with leads, so you can zero in on the various nuances of their behaviours, and figure out what it all means for your conversion rates. For example, a lead who visits your homepage and then leaves is not as valuable as a lead who has visited different sales pages on multiple occasions. Someone who visits your homepage, subscribes to your newsletter, and reads one of your blog posts has less potential value than someone who visits your sales page, clicks a link in your follow-up email, and requests further information via a contact form. 10 30points 50points 80points 120points www.sharpspring.com
- 13. DYNAMICLISTSBASEDONCONTACTINFORMATION DYNAMICLISTSBASEDONBEHAVIOUR ADVANCEDSEGMENTATION Unliketraditionalemailmarketingtools,marketingautomationplatformscansegmentyourlistsdynamically, allowingyoutoeasilyidentifyyourmostactiverecipientsandengagewiththem onafardeeperlevel.Dynamic segmentationisrules-based,soyoucansetyourownparametersandcreatespecificcontactlistsbasedonvisitors’ responsestoform fieldsorinteractionswithyourwebsite. Oneofthesimplestwaystostartsegmentingyourleadbaseisbycontactinformation.Createrules-basedliststhat updateautomaticallyascontactsmeetlistcriteria,addingandremovingcontactsbasedoninformationyoucollect aboutthem. Formsareaneffectiveplaceforgatheringthisinformation.Theycantellyouwhattypeofservicealeadwants,whenFormsareaneffectiveplaceforgatheringthisinformation.Theycantellyouwhattypeofservicealeadwants,when thatserviceisrequired,whatproductsaleadiscurrentlyusing,wheretheleadisbased,whichcompanythey’refrom, howtheyheardaboutyou,andanyotherinformationyoudeem relevantfrom theoutset.Armedwithsuchinsight intoyourcontacts,youcaneasilysegmentyourleadbaseintosmall,laser-focusedlistsforgreaterpersonalisation andtargeting. Whileform-basedlistsarecreatedusingcontactinformation,behaviour-basedlistsarebuiltfrom alead’sspecific interactionswithyourcontentovertime.Herearesomecommoninteractionrules: Themainbenefitofbehaviour-basedlistsegmentationisthatyouareabletotakeatargetedlistandturnitintoa hyper-targetedlist.Ifyoucanmakeyouralreadypersonalcommunicationsevenmorepersonal,you’ll drasticallyincreaseengagementandconversionrates. CLICKSALINKINANEMAIL VISITSXYZWEBPAGE HASVISITEDXYZPAGEBUTNOTABCPAGE.
- 16. EMAIL NURTURING CAMPAIGNS Email nurturing campaigns are the cornerstone of marketing automation. They help you nurture leads down the sales funnel, dynamically segment customer lists, and spread brand awareness – all while delivering exceptional end-to-end ROI. Simply put, nurturing campaigns are all about sending people exactly the right information at exactly the right time. An email nurturing campaign is designed to engage leads with relevant content and frequent calls to action, pushing them to take the next step in the sales cycle. This type of campaign is ideal for longer-tailed sales cycles, as it enables you to maintain a high level of engagement and momentum over time. By combining this with lead scoring, you know exactly when to pass a lead from nurturing to your sales team. 14 www.sharpspring.com
- 17. SHOPPING CART ABANDONMENT CAMPAIGNS People abandon their online shopping carts for a multitude of reasons, many of which might seem difficult to control. But with marketing automation, you have all the tools you need to rope them back in. Shopping cart abandonment campaigns allow you to follow up with customers who’ve abandoned their prospective purchases, offering them additional information on why they should complete the transaction as well as tangible incentives to do so (e.g., a 10% discount offer). Just like in any other campaign, these emails are timed to go out at specific intervals and are based on the lead’s behaviors and responses. 15 www.sharpspring.com
- 18. ONBOARDING AND WELCOME CAMPAIGNS From the very first moment a new customer signs on with you, it’s important to be attentive. Welcome and onboarding campaigns allow you to provide them with helpful and relevant content right from the start, guaranteeing improved customer satisfaction and retention rates for your business. 16 right chalk regular www.sharpspring.com
- 21. Yourelyonyourforwardstoputtheballinthegoal,butthat’safar-fetcheddream iftheycan’tevenseewherethe ballis.Youneedastrongdefenseandmidfieldtonurturetheballstrategicallyacrossthefield,sothatwhenit reachestheopponent’sside,yourstrikershavethevisibilitytheyneedtodriveitrightintothenet. Marketingautomationgivesyoursalesteam thatsamekindofvisibility.ItallowsyoutoengageandnurtureyourMarketingautomationgivesyoursalesteam thatsamekindofvisibility.Itallowsyoutoengageandnurtureyour leadswithrelevantcontent,movingthem quicklydownawell-structuredpipeline,andthenalertsyoursalesteam assoonasthere’sanopportunitytoscoreadeal.Byfocusingyourmarketingandsaleseffortsontheleadsthatare mostlikelytobuy,you’llsaveyourbusinesstimeandmoneyandachievehigherconversionratesthaneverbefore. Thebenefitsofmarketingautomationareendless,andwehopethisbookhasopenedyoureyestothepossibilitiesThebenefitsofmarketingautomationareendless,andwehopethisbookhasopenedyoureyestothepossibilities andresourcesavailabletoyourbusiness.Ifyouhaveanyquestions,pleasefeelfreetocontactusat sharpspring@sharpspring.com. AreyoureadytotakeyourmarketinggametothenextlevelwithSharpSpring? Signupforademo,andstartscoringtoday: www.sharpspring.com