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A Practical Guide to Selecting a Marketing Automation Platform and Mapping out your First Campaigns.

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A Practical Guide to
Selecting a Marketing Automation Platform
and Mapping Out Your First Campaigns 

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Hi, I’m James
I work at
The Solutions Group

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I used to be
a computer nerd

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A Practical Guide to Selecting a Marketing Automation Platform and Mapping out your First Campaigns.

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Presented to the Jonesboro Chamber of Commerce "Tech Talks" luncheon on 11/17/15

OVERVIEW:
Unless you live under a rock, you’ve probably heard a lot lately about Marketing Automation software and all the wonderful things it will (supposedly) do for you. In this session, James Hutto will talk you through the differences in features and how that affects pricing. You’ll also get some practical examples for how you should plan your first campaigns BEFORE you purchase any software. Last, you’ll learn more about lead scoring and how evaluate an integration between your CRM and marketing automation platform.

Presented to the Jonesboro Chamber of Commerce "Tech Talks" luncheon on 11/17/15

OVERVIEW:
Unless you live under a rock, you’ve probably heard a lot lately about Marketing Automation software and all the wonderful things it will (supposedly) do for you. In this session, James Hutto will talk you through the differences in features and how that affects pricing. You’ll also get some practical examples for how you should plan your first campaigns BEFORE you purchase any software. Last, you’ll learn more about lead scoring and how evaluate an integration between your CRM and marketing automation platform.

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A Practical Guide to Selecting a Marketing Automation Platform and Mapping out your First Campaigns.

  1. 1. A Practical Guide to Selecting a Marketing Automation Platform and Mapping Out Your First Campaigns 
  2. 2. Hi, I’m James I work at The Solutions Group
  3. 3. I used to be a computer nerd
  4. 4. I used to be a computer nerd a server engineer
  5. 5. I used to be a computer nerd a server engineer a web designer
  6. 6. Now: I rock a variety of different titles
  7. 7. Marketing Automation Overview
  8. 8. It’s Not a Miracle Cure
  9. 9. Platforms
  10. 10. Platforms
  11. 11. Specific features • Emails • Landing pages • Dynamic content • CRM included, integrations • Visitor ID tracking • E-Commerce • API
  12. 12. Email
  13. 13. 4000%$40.56 for every $1 spent 2011 DMA study: http://www.the-dma.org/cgi/dispannouncements?article=1590
  14. 14. “Email is 3x more likely to prompt a purchase than Social Media McKinsey & Company “Why Marketers Should Keep Sending You Emails”
  15. 15. Landing Page Builder
  16. 16. Companies with 30 or more landing pages generate 7x more leads than those with fewer than 10. Source: Hubspot
  17. 17. Dynamic Content
  18. 18. CRM: Integrated or Included
  19. 19. Visitor ID Tracking
  20. 20. E-commerce
  21. 21. API Available
  22. 22. Lead scoringLead Scoring
  23. 23. Retargeting Costs You can start with low ad costs, but the time investment can get up there How much will you spend?
  24. 24. Don’t Jump the Gun. PLAN.
  25. 25. Define a Customer Flow
  26. 26. Get Over Templates. Go Plain
  27. 27. Get Over Templates. Go Plain
  28. 28. Send from Real People
  29. 29. NOPE! I’m not in buying mode. Which one would you open?
  30. 30. A guy who is writing me personally? (or so it seems) This will be opened 9 times out of 10
  31. 31. Campaign Ideas
  32. 32. Lead Nurturing #1
  33. 33. Ask for Reviews #2
  34. 34. Referral Campaigns #3
  35. 35. #4 On-Boarding Series
  36. 36. #5 Win-Back Campaign
  37. 37. #6 Cross/Up-Sell
  38. 38. #7 Reorder Reminders
  39. 39. Content importanceContent is the Fuel
  40. 40. Let’s Recap • Have a plan • Invest in content or #Fail • Scrub your lists and segment
  41. 41. Who has Questions?

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