Data-driven marketing and marketing automation for small businesses

DATA-DRIVEN MARKETING
FOR SMALL BUSINESSES
TO HELP YOU BOOST YOUR
MARKETING AND RUN A
MORE EFFECTIVE DIGITAL
OPERATION
Lawrence Ladomery
January 2016 | v 1.0
hello@automatico.com.au | 04.7588.7506 | www.automatico.com.au
1

You may have heard how data has helped Airbnb disrupt the hospitality sector and
experienced sophisticated personalization first hand when receiving Coles’ FlyBuy email
alerts.
What you may not be aware of is that the same strategies and tech are available to small
businesses, including solo entrepreneurs launching their start-up.
Embracing data will help you boost your marketing and, as a side effect, establish a more
disciplined and efficient digital operation. It doesn’t have to cost much either.
Read on to learn how automatico can help you achieve this.
Cheers,
Lawrence Ladomery
INTRODUCTION2

A ‘well oiled’ data-driven marketing operation will help you:
 Identify your most valuable segments and the ‘hotter’ leads for each
 Be relevant to your customers with personalised messages
 Run better performing campaigns at a lower cost
 Analyse your data to find new opportunities
 Increase the value of your customer database
 Get Marketing, Sales and IT on the same page
 Introduce efficiencies and automations to scale without pain
HOW DATA CAN HELP3

THE POWER OF AUTOMATION
Marketing automation is all the rage, and for good reasons. Here are some
examples of what can be achieved with the right customer data driving it:
 Automated email programs to push prospects through different stages of the
purchase cycle
 Offers triggered by specific user data or actions
 Using lead scoring to identify ‘hotter’ prospects to forward to Sales
 Retention - nurture existing customers by sending them useful content on a
regular basis
4

AN EXAMPLE
First Name Last Name
Customer Database
Company
Email Address
Web Pages Viewed
Name
Purchase History
Email
Website
Ads
Social
eCommerce
1. CUSTOMERS FIND YOUR WEBSITE VIA
MULTIPLE CHANNELS
4. RICH DATA IS
CAPTURED BY
THE MARKETING
AUTOMATION
PLATFORM
5. LEVEREGING DATA,
SUBSEQUENT ENGAMENT IS,
RELEVANT, PERSONALISED
AND TIMELY
3. THEY SIGN UP TO RECEIVE
EXCLUSIVE CONTENT
CUSTOMERS
:)
2. THE SYSTEM TRACKS
WHAT THEY VIEW AND DO
THERE
5

PLATFORM
You will need a powerful platform that delivers on your
requirements and fits in your existing ‘tech stack’.
We use Active Campaign because it’s feature-rich, very
affordable and includes both automation and CRM.
6

TIME TO UPGRADE YOUR DIGITAL
MARKETING?
YOUR COMPETITORS MAY BE
DOING JUST THAT NOW.
Consider this too: embracing data is a disciplined process. Aspects of it being close to
software development.
So, apart from building up a powerful marketing capability you are also introduction
rigour, efficiencies and insight-based decision making in your processes.
Next, learn how we can help you get there.
7

BEFORE GETTING STARTED
Before even looking at a platform you need have absolute
clarity around your Business Strategies.
This will inform a Data Model that defines the “DNA” of your
digital efforts, and is used across every facet of your Digital
Operations: your websites, landing pages, campaigns, analysis
and reporting.
Business
Strategies
Data
Model
Digital
Operations
8
TIP: Always ask your digital partners how their approach, products and services align
with your business strategies.

THE SOLUTION
9
This is the big picture and roadmap to get there, as well and
defining in more detail the solutions for the first phase.
Even a simple project like migrating from MailChimp to Active
Campaign needs context.
It is also important look at
your resources and
operations to understand
what can be delivered as
part of the project and in the
long term.
Business
Strategies
Digital
Channels
Marketing
Platform
Analysis &
Insight
DATA
Resources & Operations

STARTING ON A SMALL SCALE
We will suggest a ‘quick win’ to get up an running sooner rather than later, and
without spending a fortune.
For example:
 Implement Active Campaign forms to capture a rich set of demographic,
behavioural and transactional data
 Upgrading your email marketing to introduce personalisation and automation
 Set up a simple Sales Pipeline and feed leads into it
10
TIP: Starting with a small project with a new partner is a good way to see if a) they deliver what they promise and b)
there is a good ‘cultural’ fit.

BUT AIMING FOR GREAT RESULTS
Ultimately, your success is our KPI as your digital partner.
Let’s determine what success looks like at the beginning of each project:
 An increase in your marketing’s ROI as well as a reduction in spend on
technology
 Higher customer satisfaction thanks to more relevant, personalised engagements
 Growing a richer and more valuable customer database
 Automating processes and saving hours worth of production and admin time
11

Our rates are closer to the outsourced option than the local digital agency
ones, with discounts available for Start-Ups and NFPs.
Example project costs:
12 WHAT COSTS TO EXPECT
$500 to $2,500
$1,500 to $5,000
$4,000 and above
Starting Up
To quickly start capturing customer
data and automating key comms.
Upgrading
Introducing data-driven marketing
into your existing strategies and
channels.
Complex Projects
For example, be building a complete
digital operation with data at it’s
heart.
*1 Please note: these are approximate figures. Projects are quoted on individually.

NEXT STEPS
Let’s have a discussion about your current digital efforts and
how ‘upgrading’ to a data-driven operation can help.
We will be happy to suggest a simple, low-cost project to get
started. To get a taste of what data-driven marketing and
marketing automation can deliver and see if we work well
together.
Interested? Get in touch
www: http://www.automatico.com.au/#contact
email: hello@automatico.com.au
tel: 04.7588.7506
13

ABOUT AUTOMATICO
14
automatico is a consultancy founded by Lawrence Ladomery, a
seasoned digital professional who has worked on projects for
organisations such as ANZ, APT Touring, the European Bank for
Reconstruction & Development and Warner Bros.
Based in Melbourne’s Eastern Suburbs,
automatico works with solution partners
and experts that can best address specific
client requirements.
http://www.automatico.com.au
automatico works at Realm, in
Ringwood.

ETHOS
 We keep focus on data-
driven marketing and
marketing automation
 Working with data can be
complex, so we operate a
bit like a software company
 We work ‘in the cloud’ to
keep costs low
 We project management
and documenting processes
 We want our clients to
spend more of their
budget on marketing and
less on technology
 We are passionate about
empowering SMEs with
the same tools large
organisations have access
to
12

Without data you’re just
another person with an
opinion
-- W. Edwards Deming
THANK YOU, AND REMEMBER…

Data-driven marketing and marketing automation for small businesses

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