The Inbound Approach to Marketing Automation
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Marketing automation can become quickly devolve into an unmanageable mess. By breaking down the fundamentals of marketing automation: lifecycle stages and goals, you can build something that can truly serve your business and prospects.
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The Inbound Approach to Marketing Automation
- 1. Miami HUG October 2014 The Inbound Approach to Workflows Amanda Iglesias @amandalucia
- 2. 1 It’s all about the Fundamentals – Breaking down Marketing Automation 2 Guiding Principles of Marketing Automation – Who are you creating content for? – What is your goal? – A few examples
- 4. Marketing automation can be powerful..
- 5. ...if you can avoid ending up here.
- 7. So, let’s break this down.
- 8. Visitors (
- 9. Customers >
- 10. But there’s a lot going on in here that you want to get right.
- 11. Start with the right goals. Z Y
- 12. Visit ( >
- 13. | > Le ad
- 14. Customer $
- 15. Isolate the milestones in each lifecycle.
- 17. Workflow Content How do I solve this problem I’m struggling with?
- 18. Visitors Inform them about the solutions that exist. Actions: Downlading eBooks, Checklists, or Guides Visits to blog posts
- 19. Workflow Content What do I need and why do I need it?
- 20. Leads Help them evaluate their different options. Actions: Attending webinars Visits to Case Studies Downloading Buying Guides
- 21. Opportunities How do I make the right investment?
- 22. Opportunities Support them through the buying decision Actions: Requesting demos, consultations or trials Visits to pricing page
- 23. Start with the right goals. Send to the right people. Z Y U s
- 24. Use those actions to construct goal lists first.
- 25. Then, think about how to enroll contacts into a specific workflow.
- 26. Then, think about how to enroll contacts into a specific workflow. Starting Conditions: 1. Joined a list 2. Submitted a form 3. Visited a page 4. Completed an Event (Enterprise) 5. Manually
- 27. 1 Ongoing engagement INTRODUCTORY
- 28. 1 Ongoing engagement INTRODUCTORY You don’t have much content. You want to use it to stay top of mind. You want to increase contact engagement through conversions.
- 29. 1 Ongoing engagement INTRODUCTORY
- 30. 2 Qualified Leads INTRODUCTORY
- 31. You want to educate contacts in the consideration stage. You need to optimize for the best timing to share product info. You want to increase the number of MQLs and conversion to qualified leads. 2 Qualified Leads INTRODUCTORY
- 32. 2 Qualified Leads INTRODUCTORY
- 33. 3 Re-engage dormant leads INTERMEDIATE
- 34. 3 Re-engage dormant leads You want to bring back leads that are engaged and get rid of bad ones. You need to nurture a list of unengaged contacts. You will measure performance by the growth of your newly engaged list. INTERMEDIATE Z Z Z
- 35. 3 Re-engage dormant leads INTERMEDIATE
- 36. 4 Webinar follow-up INTERMEDIATE
- 37. You want to introduce the most relevant call-to-action after a webinar. You need to customize the language based on someone’s attendance. You will measure performance by watching the number of people who take the call-to-action. 4 Webinar follow-up INTERMEDIATE
- 38. 3 Re-engage dormant leads INTERMEDIATE
- 39. Start with the right goals. Send to the right people. Sculpt the right message. Z Y U s M x
- 40. Make your messages more personalized.
- 42. You’re not going to get it right the first time.
- 43. The fun is in figuring it out!
- 45. " Workflows User Guide (HubSpot Knowledge Base) " The Story Behind Branching Logic (HubSpot Blog) " 9 Questions You Need to Ask When Developing Buyer Personas (HubSpot Blog)
Editor's Notes
- http://www.theshortcutts.com/ http://blog.hubspot.com/marketing/google-algorithm-visual-history-infographic https://library.hubspot.com/17-seo-myths-leave-behind-in-2014 http://cdn2.hubspot.net/hub/53/file-501268354-pdf/SEO_Myths-2014.pdf?t=1392151107000
- Lots of stuff going on Branching logic gets unwieldy very quickly. This is still a possible concern for some folks, especially if they've used other marketing automation tools in the past. However, if you position using branching as "mini-goals" to optimize the steps in your workflow that support the larger, overarching goal of the workflow, this should cut down on the craziness. Having a solid goal for your workflow, adding actions that will help contacts meet that goal and using branching to refine one or two steps within the workflow for the best result possible is a good use of branching. As a rule, a workflow shouldn't have more than 5 branches.
- Marketing bring in the visits...
- Sales must close the leads into customers.
- Sales must close the leads into customers.
- Marketers must generate visitors...
- ...and turn them into leads.
- Sales must close the leads into customers.
- Whitepapers Checklists eBooks Guides
- Kits Webinars Buying Guides Case Studies
- Demos Consultations Trials Talk to sales
- Content creation takes time, and marketers want to get the most bang for their buck. Blog posts don’t write themselves! Using conditional logic, marketers can smartly reuse and promote content to folks who’ve never seen it before by creating actions around this content, like link clicks, page views, and form submissions. In this example, we have just one offer that we are working with, Top Marketing Quotes Ebook. We send that offer to all new contacts of a particular persona. If they don’t download it after five days, we change up the language of the email, and wait for five more days. If they don’t download it again, we send them one last message that is also using new language. This is an example of reusing the same content, but just switching up the language in order to optimize around a specific conversion
- Content creation takes time, and marketers want to get the most bang for their buck. Blog posts don’t write themselves! Using conditional logic, marketers can smartly reuse and promote content to folks who’ve never seen it before by creating actions around this content, like link clicks, page views, and form submissions. In this example, we have just one offer that we are working with, Top Marketing Quotes Ebook. We send that offer to all new contacts of a particular persona. If they don’t download it after five days, we change up the language of the email, and wait for five more days. If they don’t download it again, we send them one last message that is also using new language. This is an example of reusing the same content, but just switching up the language in order to optimize around a specific conversion
- In order to qualify existing leads in your database, you should be nurturing them with information that applies to their specific stage in the buyer’s journey. At this point, they are in the consideration stage, so any product videos, case studies, and comparisons would serve this role well. In this example we send leads our top case study first. If they view the case study, we will send them an invite for a demo where the invite refers to them having visited our case study. If they haven’t visited the case study, we will send them a product video which is more light-weight offer than a demo.
- Content creation takes time, and marketers want to get the most bang for their buck. Blog posts don’t write themselves! Using conditional logic, marketers can smartly reuse and promote content to folks who’ve never seen it before by creating actions around this content, like link clicks, page views, and form submissions. In this example, we have just one offer that we are working with, Top Marketing Quotes Ebook. We send that offer to all new contacts of a particular persona. If they don’t download it after five days, we change up the language of the email, and wait for five more days. If they don’t download it again, we send them one last message that is also using new language. This is an example of reusing the same content, but just switching up the language in order to optimize around a specific conversion
- All marketers have contacts who go dormant. But they can be dangerous, not only because they pull back your average metrics, but also because they can be unhappy in your marketing database. This re-engagement workflow can rekindle their interest in your product/service or give them a way out. This example shows a top offer sent to unengaged list of contacts. If they don’t download it or convert on any form within 7 days, we ask them whether they want to opt out because we don’t want to bore them.
- When you want to send a follow up based on someone’s attendance in a webinar.
- When you want to send a follow up based on someone’s attendance in a webinar.