An Introduction to Marketing Automation Software (MAS)
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Ann Stanley, Anicca Digital MD, explains how marketing automation software is used for automation and integration of marketing tasks and how it can be successfully used for lead generation and nurturing by B2B companies, particularly where there is a long buying cycle. Ann’s presentation includes the SECRET of how an anonymous visitor to your site becomes “known”! Ann’s message is clear – marketing needs to spend more time interacting with anonymous visitors and nurturing leads, before sales become involved!
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An Introduction to Marketing Automation Software (MAS)
- 1. An Introduction to Marketing Automation Software (MAS) by Ann Stanley Managing Director
- 2. @AnnStanley
- 3. @AnnStanley
- 4. @AnnStanley Some of Anicca’s Clients
- 5. @AnnStanley Background to Marketing Automation Software (MAS)
- 6. @AnnStanley What is Marketing Automation? • A software platform used for automation and integration of marketing tasks • Mainly used for lead generation and nurturing by B2B companies, particularly where there is a long buying cycle Source: http://themarketingnetwork.com.au/services/strategy/marketing-automation
- 7. @AnnStanley How the buying cycle has changed Marketing needs to spend more time interacting with anonymous visitors and nurturing leads, before sales become involved!
- 8. @AnnStanley Nurturing prospects and clients
- 9. @AnnStanley How marketing automation aids this process Source - http://commadot.com/wp- content/uploads/2010/02/MarketingAutomation.png
- 10. @AnnStanley How companies utilise marketing automation
- 11. @AnnStanley Perceived benefits by users of MAS
- 12. @AnnStanley Features of Marketing Automation Software
- 13. @AnnStanley What are the main features? http://www.loopfuse.com/marketing-automation.php
- 14. @AnnStanley Initial set-up • Customise account settings e.g. for location • Set-up staff users and profiles • Tag website with relevant tracking code • Use API Connectors to link to other software eg CRM, AdWords, WordPress • Use Social Connectors eg Twitter, LinkedIn • Create website forms • Create stationary with your logos and branding • Create templates e.g. for email • Set-up competitors’ websites and social profiles • Import lists (via CSV), map field names, add unsubscribes • Exclude your company static IP address • Set up alerts for staff to ensure an uninterrupted customer journey
- 15. @AnnStanley Example of a Dashboard Anonymous companies (ISP of visitor) Web pages getting visits Email messages Known people visiting Landing pages getting visits Contact from submission
- 16. @AnnStanley How does an anonymous visitor become “known”? • Completed a form on your website • Visited a page on your website after receiving an email • Click a link from an email you have sent out • Click a link from a social media post you have created • Note: Not all software uses the same methods
- 17. @AnnStanley Anonymous and known visitor tracking
- 18. @AnnStanley Website analytics – Known vs. Anonymous
- 19. @AnnStanley Known vs. Anonymous visitors by day Email sent
- 20. @AnnStanley Page views by anonymous or known visitors
- 21. @AnnStanley Importing lists using CSV – Mapping field names
- 22. @AnnStanley Marketing lists and segmented sub-lists
- 24. @AnnStanley Marketing list segmented by score of >11
- 25. @AnnStanley Individuals profile and behaviour
- 26. @AnnStanley Timeline of activity of known visitor
- 28. @AnnStanley CRM integration (e.g. Salesforce)
- 29. @AnnStanley Creating or editing forms and landing pages
- 30. @AnnStanley Form on the website with results Form added using an i-Frame
- 31. @AnnStanley Creating or editing an email
- 32. @AnnStanley Planning a drip email campaign
- 34. @AnnStanley SEO checks of web pages
- 36. @AnnStanley Reporting on social publishing
- 38. @AnnStanley AdWords integration – ad groups and keyphrases
- 39. @AnnStanley Other features not covered today • Landing page tests • Blogging (offered in some systems) • Events and webinars • Content management, media and Dynamic content
- 41. @AnnStanley Who are the main suppliers? Source - http://cdn.chiefmartec.com/wp- content/uploads/2014/01/marketing_technology_jan2014.png
- 43. @AnnStanley Choosing a supplier • Your business objectives • Third party reviews • Feature lists • Deal breaking criteria e.g. integration with existing CRM • Price per user/month • Scaleability • Demos
- 44. @AnnStanley Forrester Report on suppliers for small businesses
- 47. @AnnStanley Matrix of suppliers vs features
- 48. @AnnStanley How much does it cost? <£500/month: • InfusionSoft • Act-on • Constant Contact Toolkit • Sharp Spring £500-£1000/month • Salesfusion • Hubspot (lite versions) £1000+ • Marketo • Pardot • eTrigue • Eloqua Alternative pricing info at : http://blog.capterra.com/2014- marketing-automation-software- pricing-guide/ Source: Third Door Media
- 49. @AnnStanley Examples of selection criteria (for our agency and use by our clients) • Integrated CRM and features of database • CRM connectors • Price for agencies/future clients • AdWords integration • 3rd party rating/credibility of packages • WordPress integration • API • Clients access to system - managed or full access • Accredited partner program • UK office • Unlimited emails per month • Blog hosted on our site
- 50. @AnnStanley Useful resources • https://library.hubspot.com/marketing-automation • http://uk.marketo.com/reports/siriusview-marketing-automation- platforms-2014/Forrester • http://www.eloqua.com/content/dam/eloqua/Downloads/whitepaper s/Forrester-Wave-L2R-Platform-Vendors-Q1-2014.pdf • http://www.marketo.com/_assets/uploads/SiriusView-Marketing- Automation-Platforms-2014.pdf?20140602173145 • https://www.g2crowd.com/categories/marketing-automation • http://downloads.digitalmarketingdepot.com/rs/thirddoormedia/imag es/MIR_1303_MarketAuto.pdf • http://blog.capterra.com/top-marketing-automation-blogs/ • http://www.slideshare.net/PepperGlobal/pepper-webinar-final • http://www.capterra.com/marketing-automation-software/