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Successful Marketing Automation

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Presented by Matt Hodkinson of Influence Agents at our inaugural Marketing Automation Live - part of Inbound Marketing Week 2014 - this presentation outlines the methodology behind a successful marketing automation effort.

Published in: Marketing, Business, Technology
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Successful Marketing Automation

  1. 1. Successful Marketing Automation Matt Hodkinson CEO, Influence Agents ! ! ! ! @matt_hodkinson! #InboundMarketingWeek
  2. 2. The 4 Layers of 
 Marketing Automation Layer&1& Layer&2& Layer&3& Layer&4& Distribution Content Strategy Technology
  3. 3. • CMS! • Email Automation! • CRM! • Analytics Technology
  4. 4. CMS • Ability to create pages on the fly • Targeted landing pages for lead capture • Blogging = Traffic + Social Referral + SEO #InboundMarketingWeek
  5. 5. CMS
  6. 6. Email Automation • Email still works … if you set the right tone • More than just “auto-responders” • The heart of your lead nurturing effort #InboundMarketingWeek
  7. 7. Email Automation
  8. 8. CRM • As much about Process as about Tools • No “one size fits all” • Must be used in Anger to properly evaluate (in our experience) • Consider integration capability #InboundMarketingWeek
  9. 9. CRM
  10. 10. Analytics • More than just Website statistics • Use for Social, Web, Email, Lead Management, Sales and more… • Affords access to Growth Hacking and continuous improvement of the marketing funnel #InboundMarketingWeek
  11. 11. Analytics
  12. 12. • Funnel Structure! • Stages of the Inbound Marketing Funnel! • Qualification & Progressive Profiling Strategic Framework
  13. 13. Funnels • Your best prospects might not be ready to buy yet • Where the timing is right, your product/service also needs to be right • Where the timings isn’t right, great CRM process needs to ensure no “leaks” in the funnel • Have you got the time to “hand-hold” every prospect through the nurturing journey? #InboundMarketingWeek
  14. 14. Information Qualified Lead Marketing Qualified Lead Sales Qualified Lead
  15. 15. MoFu Offer ToFu Offer Thank You Page Email #1 Email #2 Email #3 Quiet List 2 days 5 days 5 days
  16. 16. Progressive Profiling
  17. 17. • Lead Magnets • Email Copy • CTA’s
  18. 18. Lead Magnets • Know your Buyer Personas inside and out • Design “premium” content that attracts ONLY your target buyers • Compelling and relevant titles and tag-lines can accurately pre-qualify #InboundMarketingWeek
  19. 19. Email Copy • Get it Opened • Set the tone early - double opt-in or content delivery via email can help • Compelling subject line • Personalisation • Get the Click-through • Compelling and attractive CTA #InboundMarketingWeek
  20. 20. CTA's
  21. 21. The “Lean Team” Skill Set ! ! Designers! ! Developers! ! ! ! Copywriters! ! Marketers
  22. 22. • Legacy Lists! • Social! • Communities! • Influencers! • Offline to Online Distribution
  23. 23. A Huge Challenge for Many Businesses Today… Now that we have content, how do we get it seen by the right people?
  24. 24. Legacy Lists • Keep it Inbound - Think of legacy email lists/ databases as a “Re-activation” exercise • Use segmentation to maximise results • Promoting content and/or social proof trumps product/service promotion • … then let the Marketing Automation engine do the rest! #InboundMarketingWeek
  25. 25. Social Distribution • Your Social Media presence becomes even more important • Do you have a large following? • More importantly, do you have reach? • Even more importantly, do you have TARGETED reach? • Are you fishing where the (right) fish are? • Platform choice • Social = SEO*
  26. 26. Communities
  27. 27. Influencers • When building a community from scratch seems like hard work! • Efficient networking … one-to-one-to-many • Influence is contextual - choose by relevance as well as reach #InboundMarketingWeek
  28. 28. Influencers
  29. 29. Offline to Online • Inbound can compliment your outbound activities - Telemarketing, DM, Events, etc. • Improve conversion rates by promoting at the top of the funnel (content) rather than the bottom (appointments) • A “safety net” for more transactional offers #InboundMarketingWeek
  30. 30. Bringing it All Together A plan for implementing Marketing Automation in Your Business
  31. 31. Get the Tech • Lots of Integrated Tools
 
 or…
 • All-in-One! • Hubspot • Other products are available
  32. 32. Choose your Strategy • Which Funnel fits your Business? • Help your Prospects move themselves through the sales funnel • Learn from those who’ve made the mistakes
  33. 33. Create Content • Design Content to Qualify • Build your Team of Creatives • Design • Copywriting • Dev • Marketing • oDesk, eLance, PeoplePerHour
  34. 34. Build Distribution • Find your Market • Fish where the Fish are • Be efficient and consistent
  35. 35. Case Study
  36. 36. Case Study
  37. 37. Case Study
  38. 38. Questions?

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