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Marketing Automation Club: Essential Training Material

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Ann Stanley delivers a comprehensive overview of marketing automation; providing useful instruction on how to use marketing automation software to its full potential, the different types of suppliers/software and the costings plus a brief overview of the broad range of features which are available. And there are a lot.

The Marketing Automation Club presents a fantastic opportunity for businesses across the UK. For non-members you can get the software for as little as £200 and for existing members you can get exclusive discounts and on-going training to make sure the software has been set up correctly and you get the most from it. Plus, you can try it for a month before you commit to a contract. Visit www.anicca.co.uk/marketing-automation-clob.htm for more details

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Marketing Automation Club: Essential Training Material

  1. 1. Anicca’s Marketing Automation Club by Ann Stanley Managing Director
  2. 2. @AnnStanley
  3. 3. @AnnStanley
  4. 4. @AnnStanley Background to Marketing Automation Software (MAS)
  5. 5. @AnnStanley What is Marketing Automation? • A software platform used for automation and integration of marketing tasks • Mainly used for lead generation and nurturing by B2B companies, particularly where there is a long buying cycle Source: http://themarketingnetwork.com.au/services/strategy/marketing-automation
  6. 6. @AnnStanley How the buying cycle has changed Marketing needs to spend more time interacting with anonymous visitors and nurturing leads, before sales become involved!
  7. 7. @AnnStanley Nurturing prospects and clients
  8. 8. @AnnStanley How marketing automation aids this process Source - http://commadot.com/wp- content/uploads/2010/02/MarketingAutomation.png
  9. 9. @AnnStanley Choosing a Supplier
  10. 10. @AnnStanley Who are the main suppliers? Source - http://cdn.chiefmartec.com/wp- content/uploads/2014/01/marketing_technology_jan2014.png
  11. 11. @AnnStanley Most popular systems
  12. 12. @AnnStanley Choosing a supplier • Your business objectives • Third party reviews • Feature lists • Deal breaking criteria e.g. integration with existing CRM • Price per user/month • Scaleability • Demos
  13. 13. @AnnStanley Forrester Report on suppliers for small businesses
  14. 14. @AnnStanley SiriusDecisions
  15. 15. @AnnStanley G2 Crowd Grid
  16. 16. @AnnStanley Matrix of suppliers vs features
  17. 17. @AnnStanley How much does it cost? <£500/month: • InfusionSoft • Act-on • Constant Contact Toolkit £500-£1000/month • Salesfusion • Hubspot (lite versions) £1000+ • Marketo • Pardot • eTrigue • Eloqua Alternative pricing info at : http://blog.capterra.com/2014- marketing-automation-software- pricing-guide/ Source: Third Door Media
  18. 18. @AnnStanley Cheapest package - Infusionsoft
  19. 19. @AnnStanley Our selection criteria Deal breakers • Price for Anicca and clients had to be less than £250/month per company • Integrated CRM and contact management • CRM connectors – e.g. integration with Salesforce • AdWords integration • Clients have full access to system • Unlimited users per client • >5000 contacts per company • >5000 emails per month per user • Blog hosted on our/clients site not through MAS Nice to have • API to connect with other software • UK office
  20. 20. @AnnStanley Features of our Marketing Automation Software
  21. 21. @AnnStanley What are the main features? http://www.loopfuse.com/marketing-automation.php
  22. 22. @AnnStanley Naming convention Anonymous users Known contacts Leads New opportunity Opportunity Pipeline Won Opportunity Lost Opportunity
  23. 23. @AnnStanley How does an anonymous visitor become a “known” contact or lead? • Completed a form on your website • Visited a page on your website after receiving an email • Click a link from an email you have sent out • Click a link from a social media post you have created • Note: Not all software uses the same methods
  24. 24. @AnnStanley Initial set-up of MAS All packages • Customise account settings e.g. for location • Tag website with relevant tracking code • Set-up staff users and profiles • Use API Connectors to link to other software eg CRM, AdWords, WordPress • Upload your logos and branding • Create website forms • Import lists (via CSV), map field names, add unsubscribes Some packages • Create Opportunity stages (for the sales process) • Set up campaigns (where did you hear about us?) • Use Social Connectors eg Twitter, LinkedIn (if applicable) • Set-up competitors’ websites and social profiles
  25. 25. @AnnStanley Settings profile and settings menus
  26. 26. @AnnStanley Set-up tracking code Add to your site (ideally via Google Tag Manager)
  27. 27. @AnnStanley Set-up unlimited users
  28. 28. @AnnStanley Set-up logos and media
  29. 29. @AnnStanley Set-up Custom fields for use in forms and contact database (CRM)
  30. 30. @AnnStanley Opportunity stages for sales process
  31. 31. @AnnStanley Menus
  32. 32. @AnnStanley Create (or edit) contact form using pre-existing fields
  33. 33. @AnnStanley Contact form added via an i-frame onto your website
  34. 34. @AnnStanley Forms data – who has completed the form
  35. 35. @AnnStanley Importing a CSV list of contacts
  36. 36. @AnnStanley Importing lists using CSV and mapping field names
  37. 37. @AnnStanley Lead scoring rules - basic
  38. 38. @AnnStanley Lead scoring rules - customised
  39. 39. @AnnStanley Anonymous and known visitor tracking
  40. 40. @AnnStanley Contact manager
  41. 41. @AnnStanley Contact record
  42. 42. @AnnStanley Life of a lead
  43. 43. @AnnStanley List membership and activities
  44. 44. @AnnStanley Lead score
  45. 45. @AnnStanley Tracking devices
  46. 46. @AnnStanley Editing a record or adding a task
  47. 47. @AnnStanley Task or meeting sent as email and can update user’s calendar
  48. 48. @AnnStanley Imported lists and dynamic filters
  49. 49. @AnnStanley Imported list = known contacts
  50. 50. @AnnStanley Unsubscribes (Exclusions)
  51. 51. @AnnStanley Creating a new list
  52. 52. @AnnStanley Creating a dynamic filter (List = high scores)
  53. 53. @AnnStanley Website analytics
  54. 54. @AnnStanley Landing page statistics
  55. 55. @AnnStanley Creating an opportunity
  56. 56. @AnnStanley Linking an opportunity with all contacts
  57. 57. @AnnStanley Opportunity pipeline
  58. 58. @AnnStanley Won Opportunities (live projects)
  59. 59. @AnnStanley Campaigns reports
  60. 60. @AnnStanley Email management
  61. 61. @AnnStanley Editing an existing email
  62. 62. @AnnStanley Broadcast email to lists
  63. 63. @AnnStanley Email history (lists)
  64. 64. @AnnStanley Email stats
  65. 65. @AnnStanley Send email to lead
  66. 66. @AnnStanley AdWords integration – campaigns and ad groups
  67. 67. @AnnStanley Ad groups and keywords
  68. 68. @AnnStanley Planning a drip or automated email campaign 1. Requires a trigger or filter – to select segment 2. Followed by a task or workflow
  69. 69. @AnnStanley Tasks – filter, workflow and actions
  70. 70. @AnnStanley Coming soon • Social publishing and other social features • UK currency and addresses • Gmail integration (possible through Zapier integration tool)
  71. 71. @AnnStanley Examples of social publishing functionality
  72. 72. @AnnStanley Reporting on social publishing
  73. 73. @AnnStanley Tracking competitor activity
  74. 74. @AnnStanley Other features not covered today • Landing page tests – link with Unbounce • Events and webinars – link with GotoMeeting or WebEx • Integration with other CRM systems such as Salesforce • Shopping cart integration – using different tracking code to link sales with contacts
  75. 75. @AnnStanley Marketing Automation Club
  76. 76. @AnnStanley MAS boot camp - training and set-up Monday - Software set-up, tracking and customisation • Overview of tracking and Analytics functionality • Set-up of tracking on your website (including the use of Google tag manager) • Creation of custom fields relating to contacts and forms • Creation of contact forms for your website • Other customisation (lead scores, ''how did you hear about us'' etc.) • Practical session to set-up tracking code, customised fields, create a contact form and other customisation Tuesday - Contact management and CRM • How to import contacts and an overview of contact management • Uploading contacts from a CSV and mapping standard and custom lead fields • Creating lists and filters • Using the in-built CRM and contact management functionality • Understanding who has been to your site (anonymous vs. known users) • Practical session to import your contacts database from a pre-prepared CSV file, create lists and familiarise yourself with the contacts manager module
  77. 77. @AnnStanley MAS boot camp - training and set-up Wednesday - Email broadcasting • Use of email templates and creation of emails • Sending and scheduling of emails • Understanding the reporting • Practical session to create and send emails using the platform Thursday - Opportunities and task management • What are Opportunities and how can you use them for tracking potential enquiries/projects for a product or service • Customising Opportunity stages and custom fields • Creating an Opportunity • Using the Pipeline functionality • Using the Opportunities Won functionality • Introduction to client management, tasks and calendar integration • Practical session to set-up Opportunities Friday - Advanced features and integration 3rd party software • Introduction to advanced features • Work flows for drip and automated tasks or campaigns • Integration with AdWords • Integration with other CRM systems • Practical session to work with our team on any other aspects of the software
  78. 78. @AnnStanley MAS boot camp dates and details • Leicester (Anicca's office on King Street) – • £750 for clients, £1,000 for non-clients • 4th August • 27th October • London (venue TBC) – £1,250 for client, £1,500 for non-clients* • 20th October • Followed by 1 months free trial of the software *Note that due to increased venue and running costs, an additional fee will apply for the London course.
  79. 79. @AnnStanley Club Membership • Non-member use of the software - £250/month • Full membership - £200/month for boot camp attendees and previous Anicca clients (with or without attending the boot camp) • Current Client discount - £150/month for existing clients (with a current management fee of less than £1000/month) • Current Client premium discount - £100/month for existing clients (with a current management fee of more than £1000/month)
  80. 80. @AnnStanley Useful resources • https://library.hubspot.com/marketing-automation • http://uk.marketo.com/reports/siriusview-marketing-automation- platforms-2014/Forrester • http://www.eloqua.com/content/dam/eloqua/Downloads/whitepaper s/Forrester-Wave-L2R-Platform-Vendors-Q1-2014.pdf • http://www.marketo.com/_assets/uploads/SiriusView-Marketing- Automation-Platforms-2014.pdf?20140602173145 • https://www.g2crowd.com/categories/marketing-automation • http://downloads.digitalmarketingdepot.com/rs/thirddoormedia/imag es/MIR_1303_MarketAuto.pdf • http://blog.capterra.com/top-marketing-automation-blogs/ • http://www.slideshare.net/PepperGlobal/pepper-webinar-final • http://www.capterra.com/marketing-automation-software/
  81. 81. @AnnStanley Thank You! Ann Stanley ann@anicca.co.uk 07930 384443

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