SlideShare a Scribd company logo

Marketing Automation Master Class - Yemi Oluseun, The Change Hive

Learn how to use marketing automation to save time, money, and grow your business. Define a clear customer journey from brand awareness to customer retention. Automate your marketing tasks, create personalized experiences for your customers, and track your results (with KPIs & Metrics) to optimize your campaigns.

1 of 40
Download to read offline
MASTER
CLASS
Yemi Oluseun
FINTECH GROWTH & TRANSFORMATION
CONSULTANT
THE CHANGE HIVE
DUBAI, UAE ~ OCTOBER 10 - 11, 2023
DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast
DIGIMARCONDUBAI.AE | #DigiMarConDubai
Marketing Automation
Master Class
Lifecycle Marketing: How to Use
Marketing Automation to Grow
Your Business
Yemi Oluseun || The Change Hive
Scaling Up
➢Hello, I am Yemi Oluseun.
➢I help growth-stage business design
effective sales funnels and implement
CRM solutions to boost retention &
customer loyalty.
About Me
Agenda
1. Introduction/ Overviews
a. Funnel Definition
b. Why Have a Funnel
c. Prerequisites
d. Guidelines
2. Implementation
a. Action Steps
b. Visual Flow
c. Funnel Flywheel
d. Tools, Metrics
e. More on Brand Awareness & Nurturing
f. Examples of Lead Magnets
g. Some Useful Tools
3. Control Meetings
4. Q&A
Introduction
Goal – Lifecycle Marketing, Sales Funnel & Metrics

Recommended

Managing 100,000+ Products on Google Shopping: How Advertisers with Large Cat...
Managing 100,000+ Products on Google Shopping: How Advertisers with Large Cat...Managing 100,000+ Products on Google Shopping: How Advertisers with Large Cat...
Managing 100,000+ Products on Google Shopping: How Advertisers with Large Cat...Tinuiti
 
Introduction to performing an assessment of your company's product management...
Introduction to performing an assessment of your company's product management...Introduction to performing an assessment of your company's product management...
Introduction to performing an assessment of your company's product management...CompellingPM
 
Delivering a Predictable Pipeline-A B2B Revenue Ops Success Framework and Mat...
Delivering a Predictable Pipeline-A B2B Revenue Ops Success Framework and Mat...Delivering a Predictable Pipeline-A B2B Revenue Ops Success Framework and Mat...
Delivering a Predictable Pipeline-A B2B Revenue Ops Success Framework and Mat...amber-javaid
 
Delivering a Predictable Pipeline: B2B Revenue Ops Success Framework
Delivering a Predictable Pipeline: B2B Revenue Ops Success FrameworkDelivering a Predictable Pipeline: B2B Revenue Ops Success Framework
Delivering a Predictable Pipeline: B2B Revenue Ops Success FrameworkHeinz Marketing Inc
 
Go-to-Market Strategy
Go-to-Market StrategyGo-to-Market Strategy
Go-to-Market StrategyJeremy Horn
 
Successful Marketing Starts with a Strategy
Successful Marketing Starts with a StrategySuccessful Marketing Starts with a Strategy
Successful Marketing Starts with a StrategyKatie Spence
 
Commercial Strategy Plan
Commercial Strategy PlanCommercial Strategy Plan
Commercial Strategy PlanAndré Harrell
 
Strategies for Managing Sales Teams: How to find, select and compensate these...
Strategies for Managing Sales Teams: How to find, select and compensate these...Strategies for Managing Sales Teams: How to find, select and compensate these...
Strategies for Managing Sales Teams: How to find, select and compensate these...MaRS Discovery District
 

More Related Content

Similar to Marketing Automation Master Class - Yemi Oluseun, The Change Hive

Full loop analytics framework (English version)
Full loop analytics framework (English version)Full loop analytics framework (English version)
Full loop analytics framework (English version)Sol Mesz
 
Applying the science of measurement to the art of advertising - 6 may 2010 v.2
Applying the science of measurement to the art of advertising  - 6 may 2010 v.2Applying the science of measurement to the art of advertising  - 6 may 2010 v.2
Applying the science of measurement to the art of advertising - 6 may 2010 v.2Ron Jacobs
 
Successful Marketing Starts With A Strategy
Successful Marketing Starts With A StrategySuccessful Marketing Starts With A Strategy
Successful Marketing Starts With A StrategySpryIdeas
 
Product Management Overview
Product Management OverviewProduct Management Overview
Product Management OverviewVaughn Ramos
 
5 Health Checks for Managing Customer Retention
5 Health Checks for Managing Customer Retention5 Health Checks for Managing Customer Retention
5 Health Checks for Managing Customer RetentionTrustpilot
 
Entrepreneurship Summit Iit Kgp How To Write A Business Plan 03 11 2007
Entrepreneurship Summit Iit Kgp How To Write A Business Plan 03 11 2007Entrepreneurship Summit Iit Kgp How To Write A Business Plan 03 11 2007
Entrepreneurship Summit Iit Kgp How To Write A Business Plan 03 11 2007Prof Parameshwar P Iyer
 
Entrepreneurship Summit IIT Kgp How To Write A Business Plan 03 11 2007
Entrepreneurship Summit IIT Kgp How To Write A Business Plan 03 11 2007Entrepreneurship Summit IIT Kgp How To Write A Business Plan 03 11 2007
Entrepreneurship Summit IIT Kgp How To Write A Business Plan 03 11 2007Prof Parameshwar P Iyer
 
Data-Driven Content Marketing
Data-Driven Content MarketingData-Driven Content Marketing
Data-Driven Content MarketingRichard Chavez
 
Product manager imperatives
Product manager imperativesProduct manager imperatives
Product manager imperativesLinda Gorchels
 
Ken sandy- Productized Masterclasses
Ken sandy- Productized Masterclasses Ken sandy- Productized Masterclasses
Ken sandy- Productized Masterclasses Productized
 
Hero Conf London 2018 - Frameworks for Insights and Impact
Hero Conf London 2018 - Frameworks for Insights and ImpactHero Conf London 2018 - Frameworks for Insights and Impact
Hero Conf London 2018 - Frameworks for Insights and ImpactWijnand Meijer
 
4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times
4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times
4.02.09 Teleclass Doing Your Best Marketing In The Worst Of TimesErin Murphy
 
Chapter 2 Developing Marketing Strategies and Plans
Chapter 2 Developing Marketing Strategies and PlansChapter 2 Developing Marketing Strategies and Plans
Chapter 2 Developing Marketing Strategies and PlansNishant Agrawal
 
Marketing Planning Op 08
Marketing Planning Op 08Marketing Planning Op 08
Marketing Planning Op 08susanellis
 
Marketing Planning OP 09
Marketing Planning OP 09Marketing Planning OP 09
Marketing Planning OP 09Hillary Jenkins
 
Balanced Scorecard for Strategic Planning and Measurement
Balanced Scorecard for Strategic Planning and MeasurementBalanced Scorecard for Strategic Planning and Measurement
Balanced Scorecard for Strategic Planning and MeasurementKenny Ong
 
4 steps to formulating strategies from the boardroom through to every employee
4 steps to formulating strategies from the boardroom through to every employee 4 steps to formulating strategies from the boardroom through to every employee
4 steps to formulating strategies from the boardroom through to every employee Simon Misiewicz
 
7 Steps For Small Business Marketing (Short)
7 Steps For Small Business Marketing (Short)7 Steps For Small Business Marketing (Short)
7 Steps For Small Business Marketing (Short)Randy Aimone
 
How to Introduce Operational Excellence in your Organisation?
How to Introduce Operational Excellence in your Organisation?How to Introduce Operational Excellence in your Organisation?
How to Introduce Operational Excellence in your Organisation?Tina Arora
 
Ultimate+Team+Building+Pack+2.pptx
Ultimate+Team+Building+Pack+2.pptxUltimate+Team+Building+Pack+2.pptx
Ultimate+Team+Building+Pack+2.pptxAshenafiGirma4
 

Similar to Marketing Automation Master Class - Yemi Oluseun, The Change Hive (20)

Full loop analytics framework (English version)
Full loop analytics framework (English version)Full loop analytics framework (English version)
Full loop analytics framework (English version)
 
Applying the science of measurement to the art of advertising - 6 may 2010 v.2
Applying the science of measurement to the art of advertising  - 6 may 2010 v.2Applying the science of measurement to the art of advertising  - 6 may 2010 v.2
Applying the science of measurement to the art of advertising - 6 may 2010 v.2
 
Successful Marketing Starts With A Strategy
Successful Marketing Starts With A StrategySuccessful Marketing Starts With A Strategy
Successful Marketing Starts With A Strategy
 
Product Management Overview
Product Management OverviewProduct Management Overview
Product Management Overview
 
5 Health Checks for Managing Customer Retention
5 Health Checks for Managing Customer Retention5 Health Checks for Managing Customer Retention
5 Health Checks for Managing Customer Retention
 
Entrepreneurship Summit Iit Kgp How To Write A Business Plan 03 11 2007
Entrepreneurship Summit Iit Kgp How To Write A Business Plan 03 11 2007Entrepreneurship Summit Iit Kgp How To Write A Business Plan 03 11 2007
Entrepreneurship Summit Iit Kgp How To Write A Business Plan 03 11 2007
 
Entrepreneurship Summit IIT Kgp How To Write A Business Plan 03 11 2007
Entrepreneurship Summit IIT Kgp How To Write A Business Plan 03 11 2007Entrepreneurship Summit IIT Kgp How To Write A Business Plan 03 11 2007
Entrepreneurship Summit IIT Kgp How To Write A Business Plan 03 11 2007
 
Data-Driven Content Marketing
Data-Driven Content MarketingData-Driven Content Marketing
Data-Driven Content Marketing
 
Product manager imperatives
Product manager imperativesProduct manager imperatives
Product manager imperatives
 
Ken sandy- Productized Masterclasses
Ken sandy- Productized Masterclasses Ken sandy- Productized Masterclasses
Ken sandy- Productized Masterclasses
 
Hero Conf London 2018 - Frameworks for Insights and Impact
Hero Conf London 2018 - Frameworks for Insights and ImpactHero Conf London 2018 - Frameworks for Insights and Impact
Hero Conf London 2018 - Frameworks for Insights and Impact
 
4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times
4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times
4.02.09 Teleclass Doing Your Best Marketing In The Worst Of Times
 
Chapter 2 Developing Marketing Strategies and Plans
Chapter 2 Developing Marketing Strategies and PlansChapter 2 Developing Marketing Strategies and Plans
Chapter 2 Developing Marketing Strategies and Plans
 
Marketing Planning Op 08
Marketing Planning Op 08Marketing Planning Op 08
Marketing Planning Op 08
 
Marketing Planning OP 09
Marketing Planning OP 09Marketing Planning OP 09
Marketing Planning OP 09
 
Balanced Scorecard for Strategic Planning and Measurement
Balanced Scorecard for Strategic Planning and MeasurementBalanced Scorecard for Strategic Planning and Measurement
Balanced Scorecard for Strategic Planning and Measurement
 
4 steps to formulating strategies from the boardroom through to every employee
4 steps to formulating strategies from the boardroom through to every employee 4 steps to formulating strategies from the boardroom through to every employee
4 steps to formulating strategies from the boardroom through to every employee
 
7 Steps For Small Business Marketing (Short)
7 Steps For Small Business Marketing (Short)7 Steps For Small Business Marketing (Short)
7 Steps For Small Business Marketing (Short)
 
How to Introduce Operational Excellence in your Organisation?
How to Introduce Operational Excellence in your Organisation?How to Introduce Operational Excellence in your Organisation?
How to Introduce Operational Excellence in your Organisation?
 
Ultimate+Team+Building+Pack+2.pptx
Ultimate+Team+Building+Pack+2.pptxUltimate+Team+Building+Pack+2.pptx
Ultimate+Team+Building+Pack+2.pptx
 

More from DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

More from DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions (20)

Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...
Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...
Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...
 
Sell More by Saying Less With the ABT Framework - Park Howell, The Business o...
Sell More by Saying Less With the ABT Framework - Park Howell, The Business o...Sell More by Saying Less With the ABT Framework - Park Howell, The Business o...
Sell More by Saying Less With the ABT Framework - Park Howell, The Business o...
 
The Road to 100% Digital Marketing - Todd Vigil, Barrow Neurological Foundation
The Road to 100% Digital Marketing - Todd Vigil, Barrow Neurological FoundationThe Road to 100% Digital Marketing - Todd Vigil, Barrow Neurological Foundation
The Road to 100% Digital Marketing - Todd Vigil, Barrow Neurological Foundation
 
Add AI to Your Content Writing Toolkit - 5 Time-Saving Tools - Stephen Mostro...
Add AI to Your Content Writing Toolkit - 5 Time-Saving Tools - Stephen Mostro...Add AI to Your Content Writing Toolkit - 5 Time-Saving Tools - Stephen Mostro...
Add AI to Your Content Writing Toolkit - 5 Time-Saving Tools - Stephen Mostro...
 
Panel - Digital Marketing Trends - Chad Illa-Petersen, The Story Catcher LLC
Panel - Digital Marketing Trends - Chad Illa-Petersen, The Story Catcher LLCPanel - Digital Marketing Trends - Chad Illa-Petersen, The Story Catcher LLC
Panel - Digital Marketing Trends - Chad Illa-Petersen, The Story Catcher LLC
 
The robots Are Here… And They’re Boring - Donna Mostrom, Damn Smart Marketing...
The robots Are Here… And They’re Boring - Donna Mostrom, Damn Smart Marketing...The robots Are Here… And They’re Boring - Donna Mostrom, Damn Smart Marketing...
The robots Are Here… And They’re Boring - Donna Mostrom, Damn Smart Marketing...
 
The Impact on Going from Personal Brand to Community - Zach Colman, Creatitive
The Impact on Going from Personal Brand to Community - Zach Colman, CreatitiveThe Impact on Going from Personal Brand to Community - Zach Colman, Creatitive
The Impact on Going from Personal Brand to Community - Zach Colman, Creatitive
 
Social Media Masterclass - Jordan Scheltgen, Cave
Social Media Masterclass - Jordan Scheltgen, CaveSocial Media Masterclass - Jordan Scheltgen, Cave
Social Media Masterclass - Jordan Scheltgen, Cave
 
Insider 10-Part Framework for Retention Marketing - Brandon Amoroso, ELECTRIQ
Insider 10-Part Framework for Retention Marketing - Brandon Amoroso, ELECTRIQInsider 10-Part Framework for Retention Marketing - Brandon Amoroso, ELECTRIQ
Insider 10-Part Framework for Retention Marketing - Brandon Amoroso, ELECTRIQ
 
497 Page One Rankings in 7 Weeks - How Pillar-Based Marketing is Changing SEO...
497 Page One Rankings in 7 Weeks - How Pillar-Based Marketing is Changing SEO...497 Page One Rankings in 7 Weeks - How Pillar-Based Marketing is Changing SEO...
497 Page One Rankings in 7 Weeks - How Pillar-Based Marketing is Changing SEO...
 
WoW Moments! Advanced Social Media Strategy - Jeff Turnbow, WinningLocal
WoW Moments! Advanced Social Media Strategy - Jeff Turnbow, WinningLocalWoW Moments! Advanced Social Media Strategy - Jeff Turnbow, WinningLocal
WoW Moments! Advanced Social Media Strategy - Jeff Turnbow, WinningLocal
 
The State of the Creator Economy - Ryan Schram, IZEA
The State of the Creator Economy - Ryan Schram, IZEAThe State of the Creator Economy - Ryan Schram, IZEA
The State of the Creator Economy - Ryan Schram, IZEA
 
Generative AI - The New Wild West of SEO - Ryan Huser, Resignal
Generative AI - The New Wild West of SEO  - Ryan Huser, ResignalGenerative AI - The New Wild West of SEO  - Ryan Huser, Resignal
Generative AI - The New Wild West of SEO - Ryan Huser, Resignal
 
The Power of UGC and Micro Influencers - Marie Kennedy, L'Oréal
The Power of UGC and Micro Influencers - Marie Kennedy, L'OréalThe Power of UGC and Micro Influencers - Marie Kennedy, L'Oréal
The Power of UGC and Micro Influencers - Marie Kennedy, L'Oréal
 
Finding New Customers Through Localization - Christina Spaulding, Manzanita M...
Finding New Customers Through Localization - Christina Spaulding, Manzanita M...Finding New Customers Through Localization - Christina Spaulding, Manzanita M...
Finding New Customers Through Localization - Christina Spaulding, Manzanita M...
 
Panel - Digital Marketing in the New Era of Privacy & Data Governance - Ashle...
Panel - Digital Marketing in the New Era of Privacy & Data Governance - Ashle...Panel - Digital Marketing in the New Era of Privacy & Data Governance - Ashle...
Panel - Digital Marketing in the New Era of Privacy & Data Governance - Ashle...
 
MultiChannel Marketing Strategy - Jeff Turnbow, WinningLocal
MultiChannel Marketing Strategy - Jeff Turnbow, WinningLocalMultiChannel Marketing Strategy - Jeff Turnbow, WinningLocal
MultiChannel Marketing Strategy - Jeff Turnbow, WinningLocal
 
Bridging Facts and Tales – The AI Transformation in Enterprise Content Creati...
Bridging Facts and Tales – The AI Transformation in Enterprise Content Creati...Bridging Facts and Tales – The AI Transformation in Enterprise Content Creati...
Bridging Facts and Tales – The AI Transformation in Enterprise Content Creati...
 
Improve Your Digital Experience to Drive More Revenue - Alp Mimaroglu, Sysco
Improve Your Digital Experience to Drive More Revenue - Alp Mimaroglu, SyscoImprove Your Digital Experience to Drive More Revenue - Alp Mimaroglu, Sysco
Improve Your Digital Experience to Drive More Revenue - Alp Mimaroglu, Sysco
 
MultiChannel Marketing Strategy Master Class - Jeff Turnbow, WinningLocal
MultiChannel Marketing Strategy Master Class - Jeff Turnbow, WinningLocalMultiChannel Marketing Strategy Master Class - Jeff Turnbow, WinningLocal
MultiChannel Marketing Strategy Master Class - Jeff Turnbow, WinningLocal
 

Recently uploaded

KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024medraradigitals
 
Mattress Topper King Size | Kushimattress
Mattress Topper King Size | KushimattressMattress Topper King Size | Kushimattress
Mattress Topper King Size | KushimattressKushimattress
 
Advanced Web Analytics Certification Training
Advanced Web Analytics Certification TrainingAdvanced Web Analytics Certification Training
Advanced Web Analytics Certification TrainingAdriannaBednarz
 
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa CoffeePorter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa Coffeeakshayytanwar123
 
The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyAggregage
 
2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business GrowthJomer Gregorio
 
Advertising and Sales Promotion concepts
Advertising and Sales Promotion  conceptsAdvertising and Sales Promotion  concepts
Advertising and Sales Promotion conceptsparamanjegatheeswari
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExSocial Samosa
 
Advertising concepts , Importance and its Types
Advertising concepts , Importance and its TypesAdvertising concepts , Importance and its Types
Advertising concepts , Importance and its Typesparamanjegatheeswari
 
Market segmentation: Segments of a market refer to distinct groups of consumers
Market segmentation:  Segments of a market refer to distinct groups of consumersMarket segmentation:  Segments of a market refer to distinct groups of consumers
Market segmentation: Segments of a market refer to distinct groups of consumersNiveditha Achandira
 
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfRedseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfSocial Samosa
 
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
ChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated PromptsChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated PromptsSaurav Srivastava
 
UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024medraradigitals
 
Advanced Search Engine Optimisation
Advanced Search Engine OptimisationAdvanced Search Engine Optimisation
Advanced Search Engine OptimisationAdriannaBednarz
 
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptxSEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptxPeter Macinkovic
 
Advanced Pay Per Click (PPC)
Advanced Pay Per Click (PPC)Advanced Pay Per Click (PPC)
Advanced Pay Per Click (PPC)AdriannaBednarz
 

Recently uploaded (17)

KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024
 
Mattress Topper King Size | Kushimattress
Mattress Topper King Size | KushimattressMattress Topper King Size | Kushimattress
Mattress Topper King Size | Kushimattress
 
Advanced Web Analytics Certification Training
Advanced Web Analytics Certification TrainingAdvanced Web Analytics Certification Training
Advanced Web Analytics Certification Training
 
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa CoffeePorter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
 
The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing Strategy
 
2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth
 
Advertising and Sales Promotion concepts
Advertising and Sales Promotion  conceptsAdvertising and Sales Promotion  concepts
Advertising and Sales Promotion concepts
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdEx
 
Advertising concepts , Importance and its Types
Advertising concepts , Importance and its TypesAdvertising concepts , Importance and its Types
Advertising concepts , Importance and its Types
 
Market segmentation: Segments of a market refer to distinct groups of consumers
Market segmentation:  Segments of a market refer to distinct groups of consumersMarket segmentation:  Segments of a market refer to distinct groups of consumers
Market segmentation: Segments of a market refer to distinct groups of consumers
 
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfRedseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
 
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
 
ChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated PromptsChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated Prompts
 
UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024
 
Advanced Search Engine Optimisation
Advanced Search Engine OptimisationAdvanced Search Engine Optimisation
Advanced Search Engine Optimisation
 
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptxSEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
 
Advanced Pay Per Click (PPC)
Advanced Pay Per Click (PPC)Advanced Pay Per Click (PPC)
Advanced Pay Per Click (PPC)
 

Marketing Automation Master Class - Yemi Oluseun, The Change Hive

  • 1. MASTER CLASS Yemi Oluseun FINTECH GROWTH & TRANSFORMATION CONSULTANT THE CHANGE HIVE DUBAI, UAE ~ OCTOBER 10 - 11, 2023 DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast DIGIMARCONDUBAI.AE | #DigiMarConDubai Marketing Automation Master Class
  • 2. Lifecycle Marketing: How to Use Marketing Automation to Grow Your Business Yemi Oluseun || The Change Hive Scaling Up
  • 3. ➢Hello, I am Yemi Oluseun. ➢I help growth-stage business design effective sales funnels and implement CRM solutions to boost retention & customer loyalty. About Me
  • 4. Agenda 1. Introduction/ Overviews a. Funnel Definition b. Why Have a Funnel c. Prerequisites d. Guidelines 2. Implementation a. Action Steps b. Visual Flow c. Funnel Flywheel d. Tools, Metrics e. More on Brand Awareness & Nurturing f. Examples of Lead Magnets g. Some Useful Tools 3. Control Meetings 4. Q&A
  • 6. Goal – Lifecycle Marketing, Sales Funnel & Metrics
  • 7. Lifecycle Marketing: Why? 80% of your company’s future revenue will come from just 20% of your existing customer base - Gartner Group
  • 8. Lifecycle Marketing: Definition Lifecycle Marketing is using customer’s behaviour to create relevant campaigns that help increase engagement levels, purchase frequency and lifetime value. It requires a clear understanding the Customer Journey (or User Journey).
  • 9. What is a Funnel It is a series of activities a business performs to turn strangers into customers and keep them. Its goal is simple – ABC… Accelerate Buyer Commitment.
  • 10. Why Have a Funnel 1. Automate & Build Predictable Sales 2. Relationship Building/ ABC - Accelerating The Buyer’s Commitment a. Similar to dating/ courting the customer. b. Create room for the customer to get to know you before committing. 3. Maximise Customer Lifetime Value. a. The first transaction is a drop in the ocean! b. Know the customer, give more value and earn more c. Sports teams, movie franchises e.g., Disney movies make more from auxiliary sales than the main sale. 4. Community Building a. Increased Trust b. Involve Existing Customers with User Generated Content c. Humanises the brand
  • 11. Ideal Prerequisites – the 5Ps 1. Painpoint (Problem) a. Market Size b. Competition Landscape & Weaknesses c. Any upcoming macro-environment changes (tax laws, interest rate, new tech etc) 2. Product (Clear offer statement/ headline) a) Outcome (Typically aligned to more money, love, health, time, prestige) b) Time to Value c) Guarantee of Success d) Effort Required 3. Persona (Ideal Customer Profile) a) Can afford to pay b) Cares about the problem c) Easy to find d) Growing 4. Personality (Founder & Founding Teams) a. Unique Strengths & Unfair Advantage (e.g., great speaker, large network of students, good writer etc). 5. Product Market Fit: The product’s solution is clear and in demand such that the cost of customer acquisition drops significant and organic growth starts.
  • 12. Sales Funnels - User Warning! 1. Ads are an accelerator not an initiator. Ads puts a proven offer in front of more people, it does not improve the offer. 2. Growth requires testing & experimentation - There is no magic bullet. 3. Review the current industry/ competitor practices. 4. Copy First then, Adapt/Innovate! (Use SimilarWeb, Facebook Ads Library etc)
  • 14. 8 Steps to Build a Sales Funnel 1. Determine Product Market Fit (Who - ICPs, What - Outcome, Where) 2. Choose Traffic Sources (3-4 sources – Online, Offline, Community Builder) 3. Offer a Lead Magnet 4. Offer a Product for Prospects (aka Tripwire/ Low intro offer) e.g., Groupon, Fiverr Model 5. Offer a Core Product 6. Offer an Upsell or Profit Maximiser e.g., McDonalds, Apple Care, Amazon’s Bundle 7. Create the Return Path e.g., Loyalty Programme, New Product Lines 8. Define key KPIs for each stage and setup control meetings Adapted From: Ryan Deiss
  • 15. Sales Funnel – Value Exchange, Metrics, Tools….
  • 16. In Practice, It is More a Circular than Linear
  • 17. Brand Awareness & Lead Nurturing
  • 18. Brand Awareness 1. Customers may enter your “ecosystem” at any point. Consistency of colours, tones are important across platforms 2. Their entry point may indicate their level of intent/ readiness to purchase. 3. The goal is to work on increasing commitment & value. 4. Don’t over automate! KISS (Keep It Short & Simple!) 5. Consider testing three styles of ads: 1. Photo 2. Video 3. Lifestyle (People Using the Product)
  • 19. Example Lead Magnets • The right choice depends on current industry norms and what is practical. • Lead magnet should be relevant to the core product, think first rung of the ladder. • Test, Test, Test! eBooks Free Course/ Video Training Coupon Codes Free Trial Templates/ Checklists Free Consultation Quizzes Guides Case Studies Webinars Access to Private Group Whitepaper/ Newsletters Competition/ Give Away Free Audits (SEO, Website, CV etc)
  • 20. Let’s Get Practical • The right choice depends on current industry norms and what is practical. • Lead magnet should be relevant to the core product, think first rung of the ladder. • Test, Test, Test! Similar Web Competitor Traffic Sources, Interests & Keywords (Copy First, Then Adapt/Innovate) Facebook Ads Library Types of Ads Competitors Use (Video, Photos, Copy etc) Funnelytics/ Canva Visually create/ plan your full funnel.
  • 21. Sales Funnel – Value Exchange, Metrics, Tools….
  • 22. KPI Key Guidelines… 1. Choose 3-5 Core KPIs per season (Ideally linked to the current OKRs/ Vision/ Mission/ Values) • For example, is the OKR focused on growth or profitability? The main KPIs should reflect this. 2. Recognise the difference between Leading (usually in your control) and Lagging indicators (out of your control). • Decrease in MQL (Leading) vs Decrease in revenue (Lagging) • Declining Active User Time (Leading) vs Churn Rate (Lagging) 3. Focus on Actionable Metrics not Vanity Ones. • Increase in Website Visitors, Increase in Social Media Followers, Increase in Likes/ Comments etc (Vanity) • Increase in MQLs, Decrease in Average CPC per campaign etc (Actionable) 4. Metric Audience • Accounting Related (Typical Lagging): Cashflow, Cash Burn Rate, Customer Payback Time • Investor Related (Typical Valuation-Linked, sometimes Vanity too): Monthly Recurring Revenue, Followership etc. • Management Related (Leading): CAC, Average Time to Value, User Active Time, MQL etc. 5. Consider having KPI Champions for Each KPI • The person or people’s role in the organisation should have direct influence on the KPI.
  • 24. PS: Clarity on your Business’s Vision, Mission, Values would help inform your hiring and the other stakeholders you choose to work with. You can be more intentional with clarity. Vision, Mission, OKR, KPI Link…
  • 26. Suggested Control Meetings Meeting Goal ➢ Daily Stand-Up Meeting (15mins) ➢ Operational ➢ Weekly Review (Retrospective) ➢ Team & Functional Management ➢ Review progress, course correction, plan for the coming week. ➢ Monthly/ Fortnightly Review (Steering Committee) ➢ Strategic/ Investors/ Management/ Strategic Partners ➢ Review progress, course correction, review risk, issues, actions & dependencies (RAID) log, plan for the coming month. ➢ Quarterly (Maybe Board Meeting) ➢ Strategic/ May Align with Board Meetings ➢ OKR Review & Setting. ➢ Annual (Offsite/ Away Day Planning) ➢ Review perform for the previous year and Set strategic goals for the upcoming year. ➢ Ad-hoc KPI Review Meetings ➢ Cross-Functional/Task-specific Management Level ➢ Address specific performance issues, investigate anomalies, brainstorm solutions, and take immediate actions.
  • 28. Thank You! Connect on LinkedIn: Yemi Oluseun Questions?
  • 30. Ideally: ➢You Found Product Market Fit! ➢You Know The Who, What & Where of Your Business. You have Traction. ➢Now, Time to Find More of the Same and Keep Them As Long As Possible! Prerequisites & Stages of Growth
  • 31. Quick Overview of the Growth Roadmap
  • 32. What Gets Measured, Gets Managed. Peter Drucker Why Have KPIs?
  • 33. ➢KPI (Key Performance Indicators) a measurable metric used to evaluate the performance and progress of an organization, department, team, or individual towards achieving specific objectives or goals. ➢KPIs provide quantifiable data to enable informed decisions and identify areas for improvement. ➢KPIs can be used to measure growth, profitability, culture etc. ➢Focus here would be on Growth Related Metrics. What is KPI
  • 34. ➢ Key Results (KRs) are specific milestones or outcomes that contribute to achieving an objective within a defined time frame. OKRs are supposed to have a definite end date. ➢ Key Performance Indicators (KPIs) are metrics used to track ongoing performance and assess progress towards strategic goals. KPIs are continuous/ lifelong/ business as usual. ➢ OKRs may be created to channel the business’s resources for a defined period on improving a specific KPI. Kind of like, strategic, all-hands. ➢ OKRs and KPIs work well together. Example OKR vs KPI Using the Human Body: ➢ Objective: Improve overall physical fitness and endurance. ➢ Key Result: Complete a half-marathon within 2 hours. ➢ KPI (A General Indication of Health, Relevant Regardless of Fitness Goal) ➢Average Heart Rate ➢ BMI (Body Mass Index) KPIs Vs OKRs
  • 36. 5 Core Components 1. Demographics 2. Offer 3. Landing Page 4. Traffic Source 5. Ad Copy
  • 37. 7 Funnel Hacks 1. Add More Curiosity to Your Headlines to Increase Conversion 2. Create a Lead Magnet to Grow Your List 3. Build Your Sales Page For Optimum Conversion – Emotional (Intriguing Offer Headline, Logic (Outcomes, Social Proof), Fear (Scarcity/ Urgency) 4. Offer Order Bumps, Upgrades & Upsells at Check Out. 5. Keep the Buying Loop – Bundles, Frequently Also Purchase With 6. Offer Value Ladder Products – Upsells, Adjacent Products/ Services 7. Give Value Immediately – Free Training On Order Completion to Get Them Started.
  • 38. ➢ You Found Product Market Fit! ➢ You Know The Who, What & Where of Your Business. You have Traction. ➢ Now, Time to Find More of the Same and Keep Them As Long As Possible! But First – Congratulations!!
  • 39. Other Tools to Consider…What You May Need Tool Example Social Media Post Scheduler Metricool Landing Page/ Forms Active Campaign, HighLevel (Service), Wordpress, Shopify Analytics Social Media Pixels, Google Analytics, Hotjar CRM Active Campaign, HighLevel (Service), Klaviyo (eCom) Email Marketing & Newsletters Active Campaign, HighLevel (Service), Klaviyo (eCom) Collect Payment PayPal, Stripe Calendar Booking Calendly Video Calls/ Webinar Zoom, Google Meet, Luna Design/ Graphics Canva, unDraw Document Storage Google Drive Social Proof ProveSource Affiliate/ Referral Tracking Social Snowball Chatbots ManyChat