Improve Engagement and Increase Efficiency by improving prospects profiling and tracking and by automating every aspects of your mobile marketing campaign. From the International Master Conference (Barcelona 27th - 29th August 2017)

1. ADAMarketing
Automation
Email+SMS+Communication+Automation=thekillerformula
International Master Conference | BARCELONA August27-29th ’17

2. International Master Conference | BARCELONA August27-29th ’17
Definition
Marketing automation is the use of software that
allows companies to automaterepetitiveand
monotonoustasks, savingtimeandmoney.
Improve Engagement and Increase Efficiency
Marketing Automation

3. International Master Conference | BARCELONA August27-29th ’17
Improve Engagement and Increase Efficiency
Marketing Automation
Simplify,automate,
andmeasure
Marketing Automation allows companies to create
smart workflows that increase operational efficiency,
by improving prospects profiling and tracking; by
automating aspects of your campaign, you can reduce
humanerror while managing campaigns.

4. International Master Conference | BARCELONA August27-29th ’17
Improve Engagement and Increase Efficiency
Marketing Automation
Createsmartworkflows
Marketing Automation technology allows companies to
create workflows capable of driving customers along their
journey, by triggering an event which corresponds to the
user’s choice or action.

5. International Master Conference | BARCELONA August27-29th ’17
42%of companies use
Marketing Automation
Marketing Automation numbers
Marketing Automation
Source: Statista.com
It has been estimated that the MarketingAutomation
softwaremarket revenue will amount to 8.6billionU.S.
dollars in 2021, up from 5.8billionin2016.

6. International Master Conference | BARCELONA August27-29th ’17
Marketing Automation Goal
Marketing Automation
for SMB
“Nurturing” Leads and submitting an offer or a
business proposal. Marketing Automation helps you to
generate and qualify Leads - from strangers to those
ready to be converted - through a well-defined process.

7. Content Marketing, Tracking, Lead Scoring
Marketing Automation
ACQUIREDstarting from a
content campaign (Lead
Acquisition)
ENRICHEDthrough a Content
Marketing strategy which is
automatically distributed (Lead
Nurturing)
QUALIFIEDthrough the Lead
Scoring system that gives quality
scores according to users’ actions
and behaviors (Lead Management)
Leadsare
International Master Conference | BARCELONA August27-29th ’17
Thankstothisactionflow,Salescanfocusonlyon“Sales-readyLeads”.

8. International Master Conference | BARCELONA August27-29th ’17
IF(Conditions) THEN (Send/Publish)
It is the Marketing Automation logic: makeanaction
when a specific event happens. The action can be
immediate or subsequent.
The logic model
Marketing Automation

9. International Master Conference | BARCELONA August27-29th ’17
3 bricks
Marketing Automation
Workflow
A workflow is the automated
management of work processes
that allows you to share
information and activities
according to default rules.
Trigger
A trigger is a proceduralcodethat
is automatically executed in
response to user input.
Waitingtime
The time after which the main
event has been verified, the
chosen action will follow: i.e.
SMS or Email sending.

10. Benefits
ADA Marketing Automation
International Master Conference | BARCELONA August27-29th ’17
Fastgrowth of user database
Customermonitoring: emails opened, links clicked,
forms filled out – click through and open rates
Audience interaction optimization
Lesstimespent for repetitive tasks
Email/SMSmanagement and customized communication
Customersegmentation

11. International Master Conference | BARCELONA August27-29th ’17
Thanks to ADA tools, you can start your Marketing Automation campaigns:
Features
ADA Marketing Automation
SMS sending Email sending Happy birthday Opt-in Tool Landing/StoryTelling
tool
Multi-channel
campaign:
Email, SMS Ads, Social Media
Tracking & Lead
Scoring
Analytics
Integration with existing content (Landing Page / StoryTelling / MovieTelling / ChatBot)

12. How to create a winning workflow with ADA
ADA Marketing Automation
Listentoyourclient
don’t take anything for granted
Putpentopaper
Platforms are designed to perform and not to
think
ChoosethesourceforyourLead
Generationcampaign
That’s the heart of the entire process
International Master Conference | BARCELONA August27-29th ’17
1
2
3

13. How to create a winning workflow with ADA
ADA Marketing Automation
Defineyourworkflow
Imagine every possible scenario, predict users’
actions in order to guide them to the fixed goal
What action do I want them to take?
What kind of information should they receive for
each step?
What should be the next step?
Workoncreatingremarkableand
engagingcontent
International Master Conference | BARCELONA August27-29th ’17
4
5

14. International Master Conference | BARCELONA August27-29th ’17
ADA Marketing Automation
forSMB

15. Age: 34
Location: London
Occupation: Manager
DAISY
DESCRIPTION:
Daisy is the manager of a custom tailored clothing company.
She has a lot of loyal clients; she has their phonenumberandemailaddress.
She decided to create a new collection of ready-to-wear clothes in order to increase her
business.
Daisy is busy and she has no time to deal with marketing & communication activities.
STRATEGY:
Daisy decides to plan a MarketingAutomationstrategy, in order to inform her
customers and encourage them to purchase with an exclusive discount on the new
collection. She starts from an existingcontentcampaign.
International Master Conference | BARCELONA August27-29th ’17
“Daisy Boutique” Clothes
Business
Manager
NewCollection
Trends
Fashion

16. International Master Conference | BARCELONA August27-29th ’17
ADA helps Daisy
reachtheirgoals
CREATE
DISTRIBUTE
MEASURE

17. International Master Conference | BARCELONA August27-29th ’17
SMS Campaign addressed to contacts already
in the DataBase, linked to a StoryTelling.
The StoryTelling is about the story of the
company.
It introduces exclusive news and ends with
the following CTAs: “Call”, “SMS”, “Mail”,
“Video”, “Download” and “Map”.
Starting content Call
SMS
Mail
Video
Map
Download

18. International Master Conference | BARCELONA August27-29th ’17
Workflow
POSITIVEresult:
opening of the StoryTelling link
Event following the content campaign

19. International Master Conference | BARCELONA August27-29th ’17
Step1
3 days after clicking on the link, users
who tapped on one of the CTAs will
receive an SMS with a link to a Landing
Promotion; the Landing Page promotes
thenewcollectionandinvitesthemtovisit
the shop in order to discover the new
arrivals.
Event: click on the StoryTelling link
Action: SMS sending with link to a
Landing Promotion
Time: 3 days
Step2
3 days after clicking on the link, users
who tapped on one of the CTAs will
receive an UpperMail with a Landing
mFlyer, including the catalogue about
the latest collection, that can be
bought at a discount.
Event: click on the Landing
Promotion link
Action: UpperMail sending with
link to a Landing mFlyer
Time: 3 days
Step3
1 minute after purchasing, users will
receive a thank-you message confirming
the operation has been successfully
completed. Clients are invited to go to
the store and return the item.
Event: purchase through a
Landing mFlyer
Action:thank-you message
sending
Time: 1 minute

20. International Master Conference | BARCELONA August27-29th ’17
NEGATIVEresult:
StoryTelling link not opened
Daisy decides to try again and send a more
captivating content, capable of engaging
users who haven’t shown an interest in the
StoryTelling.
?
?
? ?
?
?

21. International Master Conference | BARCELONA August27-29th ’17
Step1
3 days after sending the SMS, users will
receive an UpperMail that promotes the
new collection and invites them to visit
the shop in order to discover the new
arrivals.
Event: no action – StoryTelling link
not opened
Action:UpperMail sending
Time: 3 days
Step2
3 days after sending the UppeMail, users
willreceiveanotherUpperMailincludingtwo
CTAs: the first one is linked to a Landing
Social Coupon and it’s useful to receive a
discount in store, the second one is linked
to a LandingmFlyer to receive a discount for
onlinepurchases.
Event: UpperMail opening
Action: UpperMail sending with
two CTAs
Time: 3 days
Step3
1 minute after clicking on one of the
CTAs, users will receive an SMS with a
thank-you message, in which they are
thanked for the interest shown,
including the message “enjoy
shopping”.
Event: click on one of the CTAs
Action:thank-you message
sending
Time: 1 minute

22. International Master Conference | BARCELONA August27-29th ’17
Daisy has successfully
promotedthenewcollection
MarketingAutomation
Thanks to