Topic: Marketing Automation Simplified - The most effective way of building a Marketing - Automation audience base - How to group them together - Choosing the right automated campaign type for you - How to pick the right one

1. Dan Hare
B2B
Marke)ng
within
Financial
Services

2. GatorMail GatorLeads GatorSocial GatorDocs GatorEvents
GatorExpress GatorInsights GatorCRM GatorData GatorSurveys
Marketing Automation Platform

3. Customers

4. Integrations

5. Automation beats
determination

6. MessageMedium vs

7. Difficulty proving ROI
Lack of strategy
Lack of time
Lack of understanding
Lack of budget 13%
21%
23%
32%
50%
B2B Marketing Social Media Benchmarking
Report 2014: Key Challenges
Data from:

8. Retweets
Likes
Shares
Email Social
Opens
Self-fulfilling
industry metrics

9. UTM
IP
Cookie
Who
What
Where
Email
Search
Social
Your complete marketing audit trail

10. http://www.communigator.co.uk/?utm_source=demo&utm_medium=email&utm_campaign=webinar
http://www.communigator.co.uk/?
utm_source=gatormail&
utm_medium=email&
utm_campaign=seminar

11. Lead Score

12. Lead Score

13. Lead Score
Suspect Engagement
Prospect Engagement
Lead Nurture
Sales Qualification

14. Mon Tue Wed Thur Fri
Newsletter
Newsletter
Newsletter
Newsletter

15. Mon Tue Wed Thur Fri
Social
Newsletter
Social
Social Social Social
Remarketing Remarketing Remarketing Remarketing Remarketing
Lead
Nurture
Alerts Alerts Alerts Alerts
Alerts
Social

16. IT
Manager
Finance
Director
Newsletters using Dynamic Content targeted by job role

17. What should we put in the next e-mail?

18. alerts@company.co.uk
Latest News
If you cannot read this email, click
here to view it in your browser.
Company Name
Latest News
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here to view it in your browser.
Daniel Hare
Latest News
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From Address
Subject Line
Preview/Preheader
Two seconds...

19. [AccountManagerName]
Your [VehicleMake] contract
Hi [Firstname], we wanted to let you
know that your [VehicleMake] contract
finishes on [ContractEndDate].
Relevance

20. Aaron Yates
Your BMW contract
Hi Lee, we wanted to let you know that
your BMW contract finishes on 31st
October.
Relevance

21. Begin with the end in mind
What is your marketing objective?

22. Who is your target audience?
Behavioural Demographic CRM
Lead Score Location Date
Email Action Industry Purchases
Website Action Size Relationship
Event Booking Role Value
Survey Response Seniority Contact

23. For every action,
there is an equal
and opposite
reaction
Remarketing
Campaigns

24. What is the
logical reaction
to a specific
online behaviour?
Remarketing
Campaigns

25. Contact Lead Score
below 30 points
Contact Lead Score
above 29 points
Product Highlights
Campaign
Personal Demo Offer
Campaign
Contact visits key
product page

26. B2B
Marke)ng
within
Financial
Services
Round Table Discussion:
What have they done?
What do you want them to do?

27. Subject
Content
Call to action
Contact Us
Shopping Basket
Case Study
Pricing Page
Whitepaper
Event Booking
Product Specification

28. Subject Line
Link A
Link B
Link C
Lead Nurture Group
Campaign with
different topic
choices and links sent
to Group
Click on links tracked
Groups built for clicks
on each link

29. Google Analytics Universal Analytics
Multiple Devices Multiple Devices

30. Try the website
tracking for free
Automation beats
determination

31. Amy
Nicholson
B2B
Marke)ng
within
Financial
Services