Question: How can you harness the abundance of data sources to improve the customer experience and make more effective marketing decisions? Answer: We’ll look at some best practice marketing automation methods to better nurture leads through the sales funnel.

1. Marketing Automation
Integrating Technology To Create An Engaging Customer Experience
gregbeazley.com

2. About Me
• Australia > London > Cologne
• 10+ years Agency & Client-side
• Specialise in Marketing Automation and
Data-driven Customer Lifecycle Marketing
• Senior CRM Marketing Manager at
Homelike
surfersinadress.com

3. Why are you here?
Question: How can you harness the abundance of data sources to
improve the customer experience and make more effective marketing decisions?
Answer: We’ll look at some best practice marketing automation methods to
better nurture leads through the sales funnel.
Big Data
Marketing
Automation
Customer
Lifecycle
Use Case
Bonus
How to apply
automation into
your day

4. What is “Big Data”?
• Importance of Data
• Access to Technology
• Visualise, Manipulate, Predict
& Automate

5. What is “Big Data”?
• What/who for?
• Complete picture?
• What Big Data is NOT?

6. What is Marketing
Automation?
• An enabler for data-driven marketing
• Collects behavioural data
• Connects the dots between various
data sources
CRM
Database
Marketing Automation
Database
Customers & Prospects

7. What does Marketing Automation do?
Landing Pages
Forms
Segmentations
Measurement Pipeline & Revenue
Cookie Tracking
SMSPURLs for DM
Data Management

8. What is Marketing Automation
trying to optimise?
• Revenue Cycle Funnel & Customer Lifecycle
• Bridging the gap between Marketing & Sales
Marketing Sales
Marketing Automation
Database
CRM
Database

9. Customer Lifecycle
Management
How to take Big Data and use
Marketing Automation to make it
useful

10. Traditional Approach
• Linear path to purchase
• Easy to control
• Drop-offs > Re-acquisition ($$$)
• Disconnect between Marketing
& Sales
Acquisition Conversion
Small Conversion
%
Marketing Spend
$

11. Customer Lifecycle
• More prescriptive approach
• Effectively map campaigns against
the lifecycle
• Automate customer experience to
help generate pipeline & revenue
Conversion
Re-permission
Relationship
Win Back
Stickiness
Re-purchase
Acquisition Conversion
Conversion
Permission
Conversion
Targeted

12. Relationship
• Market in a known way (targeted)
• We know who you are and what you like
• Nurture them to first-time purchase
Acquisition Conversion
Conversion
Relationship
Permission loop
Permission
Capture
Conversion
Welcome
Triggered
Touchpoints
Early / Middle / Late
Stage Nurture
Sales Follow-up /
Opportunity / Closed
Won

13. Use Case: Lead Nurturing
• Leveraging Big Data by connecting
specialised tools
• Automate the complicated and time-
consuming tasks
• Derive greater insights and conversions

14. Old Skool Email Marketing
• Email “drip” campaigns
• Hope the content is right
• Hope for a conversion

15. Use Case: The Tools
Integrate tools to:
• Optimise the lead conversion process
• Improve the customer experience
with your brand
Intelligently “binge serves” content to customers to accelerate them
through their decision journey. Ability to report on content
consumption and engagement time by persona and vertical.
Manage lead acquisition from multiple integrated sources, manipulate
and organise data, track behaviour, score behaviour, nurture leads/
contacts via email, SMS, social, and more, synchronise with the CRM
and trigger real-time lead alerts for Sales follow-up.
Leading CRM that houses all lead, contact, and account data related
to the business.
Captures behavioural intent data and identifies via a “surge score”
which target companies are actively researching your products.

16. Using Data to Paint the
Customer’s Picture
• Use explicit and inferred data
• Behavioural data
• Leverage existing data to enrich
new data
Persona
IP Location
Industry / Vertical
Target Account
Email Domain
Page Visits
Content Consumed
Job Title / Role
Engagement Time
Search Term
Language
Contact Infoname, email, phone etc.
Hi, I’m Bob.
uniköln:
Cologne start-
up focused on
searching for
unicorns

17. New Skool Marketing Automation
• Dynamic and personalised (Persona, Search
Term, Vertical, Language, Buyer-Stage)
• Prevent serving the same content twice
• Alert Sales when deemed engaged enough
Spent 35mins
engaging with content
(Video, Report, Page, Webinar)
video blog report whitepaper
Bob

18. That’s great! But what should you do now?

19. 5 Key Takeaways to
action immediately
1. Understand what your current
lead management process is
2. Workshop with Sales & Marketing
3. Map out your customer journeys
(LucidChart, Visio, etc.)
4. Identify gaps (should there be a
Welcome Email?)
5. Think of logical campaigns to fill
the gaps (what companies do you
think offer a good customer
experience?)

20. BONUS
How to apply
automation into your day

21. Why Automate
Your Day?
• Team management overview
• Removing silos/bottlenecks
• Setting Stakeholder expectations
• Monitoring and sharing success
• Centralising team efforts
• Practice what I preach

22. Centralise Your Efforts
Brief Forms
Quick
Reference
Guides
Creative
Template
Examples
Case Studies
Team Performance
Current Projects

23. Task Management System
Automates Brief
Form to New Task
Better Team
Management
Team Performance is
Tracked
Multi-Device and
User Access
Automates Task
Assignment
Super Easy to
Use

24. AUTOMATION RECIPE
An automation recipe you
can adapt for your own
needs

25. Task Complete
triggers Zapier
Start:
Finish:
Completed Date updates Row Cell
Create Trello Card & Assign
Team Member
Display Campaign
Launch date on Shared
Calendar
Send Brief Alert
Completed Date updates Graph
Form Data creates
new Row
Links to Brief
Form
New Row triggers
Zapier
Create Event on
Launch Date/Time

27. Connect.
/in/gregbeazley
gregbeazley.com
@gregbeazley
gregbeazley@gmail.com
/surfersinadress
greg.beazley@homelike.cc