The document discusses common myths about marketing automation, emphasizing that email remains a vital channel for lead generation, with 89% of marketers relying on it. It highlights the benefits of personalized automation, cost-effectiveness, and provides practical examples of successful implementations. Key suggestions include optimizing subscriber growth and using targeted email campaigns to enhance customer engagement and conversions.

1. by Brian McKeiver
Co-Owner & Kentico MVP at BizStream
Convert more with
Marketing Automation

2. Myths
No one reads email
anymore
Automation is just
SPAM
Automation can be
impersonal
Automation is
difficult
Automation is too
expensive

3. Debunking Time
Email lives across all devices, it is unique
across channels, and allows for re-targeting
and finding new users.
89% of marketers said email was still their
primary channel for lead generation.
source: Forrester Research

4. More Debunking
Automation gives the ability to add more personal touches
Ready to Buy
Engaged
Interested

5. Too Expensive?
What’s the value of 1, 10, or
100 more conversions?
Most MA platforms average:
$2,000 per month or less
source: http://blog.capterra.com/2014-marketing-
automation-software-pricing-guide/

6. Don’t be THAT GUY
Avoid SPAM words:
Free, No Obligation, Buy Now!!
Avoid COMIC SANS
Take Unsubscribe Activity very serious
Pay attention to CAN-SPAM Act

7. What Matters for Success?
Easy to use
Integrated Solution
Training your team is crucial

8. When is it Time to Invest?
You own good content
There is a plan for that content
Organic leads are trickling in
Or you have a bunch of manual work

9. Easy Wins
“80% of your conversions come from
20% of your best pages.”
#1 ranked form on USA based websites:
Contact Us
source: Form Conversion Report 2014

10. Opt-In Subscribers
Opt In
automatically
Contact Us

11. Opt-In MA Process
This should be an easy task for your CMS.

12. Convert more by:
Automatically
growing your
subscribers
Full Example
The Result

13. Solicit Reviews
Sauder.com real world example
Provide an offer:
Free Shipping
on next purchase

14. Site visitors who interact
with both reviews and
customer q&a are 105%
more likely to purchase
while visiting, and spend
11% more than visitors who
don’t.
source: Bazaarvoice, Conversation Index
Solicit Reviews Show Reviews

15. Solicit Reviews MA Process

16. The Result
Personalized and
Targeted
email marketing
Utilizing an integrated solution
allows Sauder to show exact
images if each product purchased.

17. Purchase Optimization
EPS.SchoolSpecialty.com real world example
Personalized Solution
allows EPS to
Save effort

18. Subscription Based Purchase
Customers who purchased this online subscription needed to
have a record of the subscription start and end date. This was
a time consuming manual process.

19. Subscription
Based Purchase
MA Process

20. The Result
Reduces labor cost
and one less thing to
worry about.
Utilizing an automated solution
saves EPS customer service reps
time and effort.

21. Marketing Automation Ideas
Reactivation emails to win back customers
User Registration / Welcome campaigns
Thank you emails and purchase campaigns
Date specific triggered emails
Event pre / post follow up campaigns

22. More MA Ideas
Customer satisfaction surveys
Activity / Behavior triggered emails
Solicit product reviews
Solicit product recommendations from friends

23. Q&A
?

24. Brian McKeiver
Co-Owner, BizStream
Phone: (616) 481-1631
Email: bmckeiver@bizstream.com
@mcbeev
www.linkedin.com/in/brianmckeiver
www.mcbeev.com