The document is a presentation about marketing automation. It discusses key metrics like MQLs, SQLs, CAC, CLV and how to use marketing automation to convert strangers to customers. It defines warm and cold leads and explains how to create marketing automation workflows by setting goals and designing a sales funnel. Cohorts are discussed as a group who experience the same event together and examples are provided.

1. www.companyname.com
© 2016 Startup theme. All Rights Reserved.
Marketing Automation
Presentation
Presented By Morteza Alavi Nik

2. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
1
Convert
Close
Delight
Attract
Strangers
Visitors
Leads
Customers
Promoters
@Alavi_Nik

3. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
2
Strategy
+
Software
=
Marketing
Automation
@Alavi_Nik

4. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
3
Warm Leads Cold Leads
• Opens most of your emails.
• Interacts with your content.
• Visits your website multiple
times.
• Has viewed your pricing page,
customer testimonials or case
studies.
• Rarely opens your emails.
• Hasn’t requested any content.
• Hasn’t been back to your site
since the first visit.
• Only views pages that are
irrelevant to the buying
process.
@Alavi_Nik

5. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
4
Metrics that are
important
MQL & SQL
Marketing Qualified Leads
Sales Qualified Leads
@Alavi_Nik

6. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
5
Metrics that are
important
MQL & SQL
Marketing Qualified Leads
Sales Qualified Leads
MQL SQL
Case Studies
Free-Book
Free Consultation
Free Trial
Guarantee
Free shipping
Promotion
Credit
@Alavi_Nik

7. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
6
Convert
Close
Delight
Attract
Strangers
Visitors
Leads
Customers
Promoters
MQL
SQL
@Alavi_Nik

8. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
7
Metrics that are
important
CAC
Customer Acquisition Cost
@Alavi_Nik

9. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
8
Metrics that are
important
CLV or CLTV
Customer lifetime value
@Alavi_Nik

10. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
9
Metrics that are
important
Segment
@Alavi_Nik

11. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
10
Metrics that are
important
Segment
All teenage girls who like
the color black
1
All men above the age of
60 who have diabetes
2
All women who have
given birth
3
@Alavi_Nik

12. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
11
Metrics that are
important
User Attribute
@Alavi_Nik

13. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
12
Metrics that are
important
User Attribute
Country
Region
City
First Name
Last Name
Date of Birth
Phone number
Gender
Email Address
Last Visit
Company
@Alavi_Nik

14. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
Metrics that are
important
Cohorts
is a group of individuals who
experience the same event in an
identical timeframe.
@Alavi_Nik
13

15. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
Metrics that are
important
Cohorts
@Alavi_Nik
14

16. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
Metrics that are
important
Cohorts
For example, each group listed here is a segment, not a cohort:
• All teenage girls who like the color black
• All men above the age of 60 who have diabetes
• All women who have given birth
@Alavi_Nik
15

17. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
Metrics that are
important
Cohorts
For example, each group listed here classifies as a cohort;
• All teenage girls who like the color black and made their
first purchase in November 2017 on an e-commerce site
• All men above the age of 60 who have diabetes and
started taking medication for it, 7 days ago
• All women who gave birth in 2017
@Alavi_Nik
16

18. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
Metrics that are
important
Cohorts
For example, in the case of the segment - All men above the
age of 60 who have diabetes, the following cohorts can
exist:
• All men above the age of 60 who have diabetes and
started taking medication today
• All men above the age of 60 who have diabetes and
started taking medication 7 days ago
• All men above the age of 60 who have diabetes and
started taking medication 14 days ago
• All men above the age of 60 who have diabetes and
started taking medication 21 days ago
@Alavi_Nik
17

19. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
Metrics that are
important
Customer loyalty and
retention
Retention Rate = ((CE-CN)/CS)) X 100
CE = number of customers at the end of a
certain time period (1 year, for example)
CN = number of new customers acquired during
the same time period
CS = number of clients at the start of the time
period
@Alavi_Nik
18

20. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
How to Create a
Marketing Automation
Workflow?
Set your Goals and
Sales Funnel
@Alavi_Nik
19

21. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
20
How to Create a
Marketing Automation
Workflow?
Search on
the Google
Visit
Website
Add To
basket
Register
and Login
See
relevant
product
Order and
Pay
@Alavi_Nik

22. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik
How to Create a
Marketing Automation
Workflow?
@Alavi_Nik
21

23. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik@Alavi_Nik
22

24. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik@Alavi_Nik
23
DO NOT
DISTURB
USERS

25. www.companyname.com
© 2016 Startup theme. All Rights Reserved.Marketing Automation
Presentation - Alavi Nik@Alavi_Nik
24
Thanks :)