Hank Hoffmeier gave a presentation on using marketing automation to engage customers. He discussed how the traditional marketing funnel has changed and the importance of lead generation and nurturing. Marketing automation uses automated workflows to personalize the customer experience through triggers, actions, and segmentation. This allows continuous follow up without manual effort to build relationships over time.

1. Be a Dragon: Fire
Up Your Email
with Automation
LinkedIn: Hank Hoffmeier
Twitter: @hankhoffmeier

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3. © 2017 iContact LLC. All Rights Reserved.3
TODAY’S SPEAKER
Hank Hoffmeier
Strategic Insights Manager
With a passion for all things digital and social, combined with
more than 18 years of experience in sales and marketing, Hank
enjoys partnering with organizations large and small to improve
their marketing strategy. Hank is and author, speaker and host of
a marketing podcast, Hank's Business and Marketing Tips,
available on iTunes and Google Play.
Twitter: @hankhoffmeier
LinkedIn: Hank Hoffmeier

4. © 2017 iContact LLC. All Rights Reserved.4
• Quick overview of modern marketing
• Lead generation and conversion
• The benefits of lead nurturing
• Intro to Marketing Automation
• Workflows - Making them work for you
• Q&A
AGENDA

5. What is the best way to reach a new type of
consumer in a digital world?

6. Fire things up
with marketing
automation!

7. What is
Marketing?
Marketing is
convincing
people to
need what
you provide.

8. Marketing evolved dramatically over the last
three decades.
Marketing THEN: Marketing NOW:

9. Consumers
have evolved
as well.
Today’s
consumer is:
Mobile1
Hands-on2
Smart3
Vocal4
Committed5
Global6

10. The
Traditional
marketing
funnel that
we know and
loved
Awareness1
Interest2
Consideration3
Intent4
Evaluation5
Purpose6

11. Out with the old
in with the new

12. The
traditional
funnel is
outdated.
Today, the
marketing
funnel looks
more like
this:
Leads Opportunities
Sales
Satisfaction
RetentionUpsell
Evangelism
Visitors

13. Lead
Generation:
The Art of
Acquiring an
Audience
Approximately 96% of the visitors
that come to your website are not
ready to buy.
So how do you nudge them?

14. Scorch them
with fabulous
landing pages
that convince
and convert
your
prospects.

15. Build Awareness and Convert
Email
Marketing
Social
Media
Blogging
Online
Presence
Webinars,
Live Chats
PPC
Advertising
Video
Video
Video
Audio
Video
ButtonVideo
Contest
Video
Sign up
Video
Coupon
Video
Download
Incentivize to convert

16. More Landing Page Examples
Video

17. How to “scale”: When does a
conversion happen?
Conversion
Positive Factors
Negative Factors
> 1= =

18. Positive and Negative Factors
Positive Factors
Negative Factors
Offer ColorCopy
Branding Anxiety
Friction

19. The Key to Online Conversion
Likelihood
Of Conversion F A
= = > 1
Relevance Motivation
Value
Proposition
Offer
+ + +
+riction nxiety

20. Testing:
fire sale or
slow
burn?
$25
Credit
$50
Credit
$0
Credit
Offers:

21. Buttons: Colors & Verbiage
Testing:
fire sale or
slow
burn?

22. Content: Images and Text
Testing:
fire sale or
slow
burn?

23. The Other Half Of The Marketing Journey:
Lead Nurturing
Building a relationship and providing value
Too many marketers are missing out on
opportunity and profits!
Lead nurturing warms up and strengthens the
customer relationship. How?
79% of marketing leads never convert to sales.
Lack of lead nurturing is the common cause for
poor performance.
1
By 2020 Customers will manage 85% of their
relationships without talking to a human.
2 Yet: 65% of marketers say they have not
established lead nurturing.
3
Creates a personalized experience for today’s
savvy customer.1
Builds Trust.2
Increases the urge to buy.3

24. Turn up the Heat!
Nurtured Leads makes 47%
larger purchases than non-
nurtured leads.

25. Drip Marketing vs Lead Nurturing

26. Adding a Little More Firepower: Segmentation
Email Social
Landing
Pages
Video
Lead Nurturing + Segmentation = Win/Win
Custom
Data
Activity Channels Automatic Personalization Win/Win
Desired Behavior

27. Life after
Nurturing
Nurturing has
lasting
effects:
Creates brand advocates/referrals1
Leads to opportunities for reviews
and testimonials
2
Encourages upsell/repeat purchases3
Builds Loyalty4

28. Marketing
automation
fans the
flame

29. Automated Workflows are Hot, Hot, Hot
Marketing without workflows means…
Video
Continual
repetition of tasks
Untimely
follow up
Lack of
personalization
No visibility into
contact inactivity
In short: an overall
major headache

30. Workflow
Triggers
Activity: based on the action of
the subscriber
Date: based on a chosen
timeframe
Data: based on subscriber
data

31. Workflow
Example
AUDIENCE
SEND EMAIL
Emotional Appeal
OPENED EMAIL?
Emotional Appeal
SEND EMAIL
Differentiator A
SEND EMAIL
Differentiator B
SEND EMAIL
Testimonial
SEND EMAIL
Incentive
CHECK CONTACT
Customer
ADD TO LIST
Re-Engagement
ADD TO WORKFLOW
General Customer
SEND EMAIL
Welcome1
2
3b3a
4
5

32. Automation
Ideas:
List Hygiene1
Website visit2
Purchase3
Series of information4
Feedback5
Informative6

33. Automation
Actions:
Send email1
Social/posting
monitoring2
Segment3
Add tags4
Add remove from
lists/workflows5
Update information6

34. It would be nice to have a Dragon

35. Forge Ahead
and Claim the
Throne

36. Q&A
Text “Hank” to 345345 to be added to Hank’s
monthly newsletter
Questions