More Engagement, Less Effort: The Lowdown on Marketing Automation

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More Engagement, Less Effort: The Lowdown on Marketing Automation

Talk from Jason Falls's Explore Portland event on November 16, 2012

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More Engagement, Less Effort: The Lowdown on Marketing Automation

  1. 1. More Engagement, Less Effort: The Lowdown on Marketing Automation @HunterBoyle | @DJWaldow
  2. 2. Hunter Boyle (@HunterBoyle) Sr. Business Development Manager @Aweber slideshare.net/hunterboyle DJ Waldow (@DJWaldow) Founder & CEO Waldow Social slideshare.net/djwaldow @HunterBoyle | @DJWaldow
  3. 3. Flickr: mutsmuts @HunterBoyle | @DJWaldow
  4. 4. MarketingAutomation @HunterBoyle | @DJWaldow
  5. 5. @HunterBoyle | @DJWaldow
  6. 6. @HunterBoyle | @DJWaldow
  7. 7. @HunterBoyle | @DJWaldow
  8. 8. @HunterBoyle | @DJWaldow
  9. 9. @HunterBoyle | @DJWaldow
  10. 10. @HunterBoyle | @DJWaldow
  11. 11. @HunterBoyle | @DJWaldow
  12. 12. And the cycle repeats… @HunterBoyle | @DJWaldow
  13. 13. @HunterBoyle | @DJWaldow
  14. 14. oops.
  15. 15. @HunterBoyle | @DJWaldow
  16. 16. Text WALDOW to 67463 @HunterBoyle | @DJWaldow
  17. 17. @HunterBoyle | @DJWaldow
  18. 18. What is Marketing Automation? The name given to software platforms designed formarketing departments and organizations toautomate repetitive tasks … increases efficiency and reduces human error … … originally called email marketing automation … … streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions … Source: Wikipedia @HunterBoyle | @DJWaldow
  19. 19. Why is MarketingAutomation so important? @HunterBoyle | @DJWaldow
  20. 20. (Source: Gartner Research via Hubspot) @HunterBoyle | @DJWaldow
  21. 21. (Source: Jupiter Research via Hubspot) @HunterBoyle | @DJWaldow
  22. 22. hunterboyle (Source: Forrester Research via Hubspot) @HunterBoyle | @DJWaldow
  23. 23. hunterboyle (Source: Gartner Research via Hubspot) @HunterBoyle | @DJWaldow
  24. 24. @HunterBoyle | @DJWaldow
  25. 25. Some examples @HunterBoyle | @DJWaldow
  26. 26. @HunterBoyle | @DJWaldow
  27. 27. @HunterBoyle | @DJWaldow
  28. 28. @HunterBoyle | @DJWaldow
  29. 29. @HunterBoyle | @DJWaldow
  30. 30. @HunterBoyle | @DJWaldow
  31. 31. @HunterBoyle | @DJWaldow
  32. 32. @HunterBoyle | @DJWaldow
  33. 33. @HunterBoyle | @DJWaldow
  34. 34. @HunterBoyle | @DJWaldow
  35. 35. @HunterBoyle | @DJWaldow
  36. 36. @HunterBoyle | @DJWaldow
  37. 37. @HunterBoyle | @DJWaldow
  38. 38. Did it work? ü Drove nearly 50% of first-week sales of Premise 2.1 ü Drove nearly 80% of Teaching Sells memberships ü List doubled in one year to 97,000 subscribers @HunterBoyle | @DJWaldow
  39. 39. “a provider of music lesson products” •  Most products are under $100 •  Launched program in 2009 with five automated messages •  More than 170 automated emails today @HunterBoyle | @DJWaldow
  40. 40. @HunterBoyle | @DJWaldow
  41. 41. @HunterBoyle | @DJWaldow
  42. 42. @HunterBoyle | @DJWaldow
  43. 43. • 416% increase in customer lifetime value • 67% increase in click-through rate from the best prospects (increased from 24.73% to 41.28% for subscribers with the highest lead scores) • 18.4% improvement in lead-to-purchase time @HunterBoyle | @DJWaldow
  44. 44. www.holidayemailmarketing.com
  45. 45. Auto-responder series •  Fun, short, focused •  12 emails with daily “gift” - checklist, infographic, webinar, ebook … @HunterBoyle | @DJWaldow
  46. 46. Auto-responder series results* Open Rate: 54%-83% *After 2 weeks @HunterBoyle | @DJWaldow
  47. 47. Auto-responder series results* Click Rate: 25%-69% *After 2 weeks @HunterBoyle | @DJWaldow
  48. 48. Auto-responder series results* Downloads: 7,500+ *After 2 weeks @HunterBoyle | @DJWaldow
  49. 49. Auto-responder series results* New Subscribers: 3,500 *After 2 weeks @HunterBoyle | @DJWaldow
  50. 50. Automation takes time. @HunterBoyle | @DJWaldow
  51. 51. Automation requires planning. @HunterBoyle | @DJWaldow
  52. 52. Automation takes effort to set up. @HunterBoyle | @DJWaldow
  53. 53. But once set up … @HunterBoyle | @DJWaldow
  54. 54. Automation increases ROI and ALTV. @HunterBoyle | @DJWaldow
  55. 55. Automation cultivates deeperrelationships. @HunterBoyle | @DJWaldow
  56. 56. Automation allows you to reinvesttime and budget. @HunterBoyle | @DJWaldow
  57. 57. Source: Automation.com
  58. 58. Hunter Boyle (@HunterBoyle) Sr. Business Development Manager @Aweber slideshare.net/hunterboyle DJ Waldow (@DJWaldow) Founder CEO Waldow Social slideshare.net/djwaldow @HunterBoyle | @DJWaldow

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