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Marketing automation: an overview

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An overview of Marketing Automation: how and why it works. This covers capabilities such as social integration (social sign on and social data harvesting), AB testing, progressive profiling, lead scoring and more. We use Marketo and Eloqua as our example platforms through out but this presentation is designed to be relevant to all marketing automation platforms

Published in: Marketing
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Marketing automation: an overview

  1. 1. Marketing Automation (MA)?
  2. 2. A Digital Marketing campaign typically consists of these features: • Email Marketing • Website Landing Pages / hosted web content • Information Databases or servers • Contact or Lead Management (User records) • Social Media Marketing (new) • Data Analytics and Reporting • & more…. What is Digital Marketing ?
  3. 3. What is involved in Digital Marketing? Emails Email sends Open reports Click reports A/B Testing Webpages Visit tracking Click reports Query string values A/B Testing Databases Form data submission Custom data entities Contact data updates Analysis of A/B tests Marketer A/B Test updates - email A/B Test updates – LP’s Rate user activity/fit Allocating lead score CRM Database Read User record data Write to user records All of these need to be generated or reported on individually and the results analysed manually!!
  4. 4. What can MA do for our clients?
  5. 5. JAN MAR MAY JUL OCT DEC Email 1 Email 2 Email 3a Email 3b Email 4c Webcast Email 4b Email 5 Email 6 Email 7 Email 8a Email 8b Email 8c
  6. 6. A commonly held misconception: Marketing Automation is a solution that produces results without effort. “No amount of technology is a substitute for a well-rounded and thought out strategic marketing initiative. “ - Andy Ball
  7. 7. Lead scoring matrix 1 2 3 4 A HOT HOT HOT WARM B HOT HOT WARM WARM C HOT WARM WARM WARM D WARM WARM COLD COLD Implicit score Explicit Score Potential Buyer is ready to meet sales Rep. Uses a weighted Matrix to define explicit & implicit criteria (their Role / Company) (their Activity)
  8. 8. Email send Links to a website containing a form ( website has more than 1 page) Lead scoring example (simple)
  9. 9. Score 60 % for Form submits Score 20% for email clicks Score 20% for multiple page visits Lead scoring example (simple)
  10. 10. Score 60 % for Form submits Score 20% for email clicks Score 20% for multiple page visitsUser A Opens the email but doesn’t click through. Score: 00 Lead scoring example (simple)
  11. 11. User B Opens the email, clicks through, Submits form. Score: 80 Score 60 % for Form submits Score 20% for email clicks Score 20% for multiple page visits Lead scoring example (simple)
  12. 12. Score 60 % for Form submits Score 20% for email clicks Score 20% for multiple page visitsUser C Opens the email, clicks through, views 2 more pages. Score: 40 Lead scoring example (simple)
  13. 13. • User A Opens the email but doesn’t click through. • User B Opens the email, clicks through, Submits form. • User C Opens the email, clicks through views 2 more pages. Lead scoring example (simple) Scores: 00 80 40
  14. 14. Lead Scoring example (complex) If submitted a form = +15 points If email address contains “@mycompetitor.com” = -20 points If region = “EMEA” +2 points
  15. 15. Campaigns ‘Campaign’ Is the term used to refer to an overarching marketing campaign consisting of x emails, x Landing pages, forms, plus possible SM strategies, live events, webcasts or any other assets, all attributed to the same series of sends or topic etc.
  16. 16. Campaigns In Eloqua All of a given ‘Campaign’ (as defined) Happens within a very simple graphical display This flows the users through their journey from first email send to last interaction. Lets take a look….
  17. 17. Eloqua Campaign The flow goes as this… - send Edm1 to all within a defined segment. - Wait 1 week. - Evaluate if they’ve clicked on Edm1. - If they have, send Edm2, - Otherwise send Edm1-R (Email 1 resend).
  18. 18. Eloqua Campaign The flow goes as this… - send Edm1 to all within a defined segment. - Wait 1 week. - Evaluate if they’ve clicked on Edm1. - If they have, send Edm2, - Otherwise send Edm1-R (Email 1 resend).
  19. 19. Eloqua Campaign The flow goes as this… - send Edm1 to all within a defined segment. - Wait 1 week. - Evaluate if they’ve clicked on Edm1. - If they have, send Edm2, - Otherwise send Edm1-R (Email 1 resend).
  20. 20. Eloqua Campaign The flow goes as this… - send Edm1 to all within a defined segment. - Wait 1 week. - Evaluate if they’ve clicked on Edm1. - If they have, send Edm2, - Otherwise send Edm1-R (Email 1 resend).
  21. 21. Eloqua Campaign The flow goes as this… - send Edm1 to all within a defined segment. - Wait 1 week. - Evaluate if they’ve clicked on Edm1. - If they have, send Edm2, - Otherwise send Edm1-R (Email 1 resend).
  22. 22. Eloqua Campaign The flow goes as this… - send Edm1 to all within a defined segment. - Wait 1 week. - Evaluate if they’ve clicked on Edm1. - If they have, send Edm2, - Otherwise send Edm1-R (Email 1 resend).
  23. 23. Campaigns In Marketo All of a given ‘Campaign’ (as defined) happens within a more refined, but less graphical, vertical display This flows the users through their journey from first email send to last interaction Lets take a look….
  24. 24. Marketo Campaigns The flow goes as this… - send Edm1 to all within a defined segment. - Wait 1 week. - Evaluate if they’ve clicked on Edm1. - If they have, send Edm2, - Otherwise send Edm1-R (Email 1 resend).
  25. 25. Marketo Campaigns The flow goes as this… - send Edm1 to all within a defined segment. - Wait 1 week. - Evaluate if they’ve clicked on Edm1. - If they have, send Edm2, - Otherwise send Edm1-R (Email 1 resend).
  26. 26. Marketo Campaigns The flow goes as this… - send Edm1 to all within a defined segment. - Wait 1 week. - Evaluate if they’ve clicked on Edm1. - If they have, send Edm2, - Otherwise send Edm1-R (Email 1 resend).
  27. 27. Marketo Campaigns The flow goes as this… - send Edm1 to all within a defined segment. - Wait 1 week. - Evaluate if they’ve clicked on Edm1. - If they have, send Edm2, - Otherwise send Edm1-R (Email 1 resend).
  28. 28. Campaign comparisons
  29. 29. MyCompany.com SALES WEBSITE Books Music Movies Games What is a Nurture campaign?<prospect> Mr Smith Relevant content
  30. 30. We have a form on a Landing page. The form is tied to an MA platform
  31. 31. We have a form on a Landing page. The form is tied to an MA platform Fill out form & submit
  32. 32. The next time they visit any form page tied to the same instance of an MA platform
  33. 33. And then The following time they visit any form page tied to the same instance of an MA platform … and so on until all progressive fields are complete.
  34. 34. How Progressive profiling is set-up Group one: static fields Group two: progressive fields First Name: Last Name: Email address: Phone: Company: Job title: Country: revenue: ….etc… These fields are always displayed One (or more) of these fields are displayed (sequentially in the defined order)
  35. 35. Social Sign on for Landing pages Give the User the ability to sign on via Social networks where they already Have an account. • Increases form submissions • Reduces the need for full sign up • Allows US to pull information from the user’s social profiles to flesh out their contact record.
  36. 36. What can we report on? edm • Opens • Clicks • Possible forwards (& opens/clicks etc) Landing page • Views by Page • Clicks by Link • URL query strings Form • Submissions • Form Drop offs (by known contacts) Contacts • User Activity • New contacts generated • Lead conversions (CRM) • Revenue / Investment • ROI by Marketing channel • ROI by campaign - Informs future campaigns.
  37. 37. An Event registration Campaign. LP + form Invitation email Thank you page One click registration (No Landing Page)
  38. 38. An Event registration Campaign. Registered Not yet Registered TY for registering Another chance 2 weeks before 1 weeks before 24 hours before Don’t forget…. There’s still time… Tomorrow’s the day…. Last chance to join us… Sorry we missed you Thanks for attending Invite email
  39. 39. Headline logo Aside 1Lorem Ipsum….. Tell us …….. Headline logo Aside 1Lorem Ipsum….. Tell us …….. Headline logo Aside 1Lorem Ipsum….. Tell us …….. Multi question tool or form (user progress tracking) Headline logo Aside 1Lorem Ipsum….. Tell us …….. Custom Data Object 1 2 3 4Email address Some user@thissite.com Results / Answers / Product Suggestions Etc..
  40. 40. Headline logo Aside 1Lorem Ipsum….. Tell us …….. Headline logo Aside 1Lorem Ipsum….. Tell us …….. Headline logo Aside 1Lorem Ipsum….. Tell us …….. Multi question tool or form (user progress tracking) Custom Data Object 1 2 3 4Email address Some user@thissite.com Y Headline logo Aside 2Lorem Ipsum….. Tell us more …….. Results / Answers / Product Suggestions Etc..
  41. 41. Wait 1 week, then evaluate the more successful email based on predefined criteria Email with A/B testing (X recipients) Email 2 (the Green design) Email 1 (the Blue design) ?? Send to 5% of recipients Send to 5% of recipients Send to 90% of recipients
  42. 42. Dynamically & continually evaluate to constantly ascertain the best performing email at any stage Email with A/B testing (Champion / Challenger method) Email 2 (the Green design) Email 1 (the Blue design) ?? Send to 50% of recipients Send to 50% of recipients Send the current ‘champion’ email to any new contacts fed into the campaign
  43. 43. Social data harvesting & Klout score analysis Form on a Landing page (with Social Sign- on) Social initiative email User’s contact record Email address First name last name Twitter Handle Klout score alreadyKnown@thisSite.com Already Known User Logs in using Twitter Handle (We harvest their Twitter name & add it to their contact record) Work out from Behind the scenes what the user’s Klout score is & add it to contact record Wasn’tKnown219 43
  44. 44. What else could we be doing..? Facebook Like buttons …Data cleansing Programs…
  45. 45. These are just a few examples of the ways we could be interacting and nurturing our client’s prospects. RIGHT NOW!!! CHALLENGE US!! And on top of that, There really is so much more we could do…

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