How To Convert Leads Through Marketing Automation
Today’s Agenda Discuss: Essence of Marketing Automation Think: Developing Marketing Automation Strategies Study: Marketing Automation + Lead Conversion hacks Try: Building out your own Marketing Automation + Lead Conversion Strategy QnA
Marketing Automation- what is it? Marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data integration, and campaign management. The use of marketing automation makes processes that would have otherwise been performed manually much more efficient, and makes new processes possible. Marketing automation is an integral component of customer relationship management. Source: SearchCRM Marketing automation is a category of software that streamlines, automates, and measures marketing tasks and workflows so that companies like yours can increase operational efficiency and grow revenue faster. Source: Marketo
Marketing Automation- what is it? Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks. Source: Wikipedia At its best, marketing automation is software and tactics that allow companies to buy and sell like Amazon – that is, to nurture prospects with highly personalized, useful content that helps convert prospects to customers and turn customers into delighted customers. This type of marketing automation typically generates significant new revenue for companies, and provides an excellent return on the investment required. Source: Hubspot
Relevant Social Email Marketing 5 Million Program Dynamic Content Content Generation Personalisation Phone Numbers Community Translation Experience Automation 1-1 Relationship Learn about challenges Attentiveness
● 100,000 registered users in 2008 ● 4M registered users within 15 months
Invitation eDM - sent to friend Success eDM - sent to referrer
What happens when you refer a friend to Dropbox? 1. Your invited friend gets an email from Dropbox on your behalf a. If he clicks, send him to the dropbox welcome page with his friend’s referral ID b. If he doesnt click, send him a reminder email after 3 days? 2. If invited friend registers for a dropbox account a. Credit 500mb of extra space to the referrer b. Send referrer a success email c. Send invited friend an email confirmation to thank him d. Begin welcome journey email chain for friend, hopefully get him to refer more friends 3. and the viral chain continues...
What if Dropbox didn’t have an automation process? 1. 2. 3. 4. Where would invitations go? Who would send them, and when would they be sent? How would they match an invited user to the friend who referred them? How would we reward successful referers? Sounds like a painful process that cannot scale. 4 million new users? The referral programme would simply fall apart.
Marketing Automation helps you to synchronise all your marketing activities across different channels and data points to meet marketing objectives.
Marketing Automation helps you to synchronise all your marketing activities across different channels and data points to meet marketing objectives. What’s the difference?
Marketing Objectives that drive the Automation Process Generate/Convert Leads Customising User Experiences (UX) Incite Customer Repurchase Increasing Customer Order/Lifetime Value Improve Loyalty and Retention Managing Churn and more...
Marketing Activities synchronised with Automation Email Marketing Content Management / Personalisation Customer Segmentation Campaign Orchestration Website Tracking/Analytics Cross-channel Targeting A/B testing and more...
Objective vs Activity? A New Visitor to an Online Shopping Destination - Showing him a popup, asking him to subscribe to the newsletter - Capturing user information as a means for personalisation and retargeting - Sending him an email with his welcome voucher - Increasing new subscriber > first-time customer conversion rate - Automatically applying subscriber voucher code on the checkout page - Displaying a countdown timer to let user know that voucher is expiring in x days
Objective vs Activity? A New Visitor to an Online Shopping Destination - Showing him a popup, asking him to subscribe to the newsletter - Capturing user information as a means for personalisation and retargeting - Sending him an email with his welcome voucher - Increasing new subscriber > first-time customer conversion rate - Automatically applying subscriber voucher code on the checkout page - Displaying a countdown timer to let user know that voucher is expiring in x days BOLD = Objective Red = Activity
Benefits of Marketing Automation? 1. It improves efficiency by allowing business units to more easily execute their activities and deliver on their objectives. 2. It empowers marketers to think about what to do instead of how to do it. 3. It allows you to focus on strategy, enabling you to test quickly and refine regularly through a dependence of many moving parts automatically working in tandem. 4. It builds a sense of ownership among operational staff as they will be encouraged to design processes instead of simply executing campaigns.
Beginning to Develop a Marketing Automation Strategy 1. Think about your business objective and what you are trying to solve for. 2. How are you currently meeting your objective? 3. What difficulties are present? 4. What is the next level of improvement to introduce? 5. How can automation help you enable or manage these processes better?
Tips: Navigating Marketing Automation 1. Look for a single provider that is able to provide for most/ if not all of your use cases 2. Always do compatibility checks before proceeding 3. Be best friends with your IT department 4. Hire people who can work without a framework, involve them in the procurement of any sort of tools 5. If you get stuck anywhere, always put the customer first 6. Make testing a big part of your automation process 7. The best vendors also provide some sort of consultancy and are willing to share their product development roadmap with you
Other Interesting Case Studies ● ● ● ● Tripadvisor - https://www.getvero.com/resources/guides/tripadvisors-unfair-advantage/ Asos - AList: https://www.ometria.com/blog/asos-new-loyalty-programme Amazon - https://www.getvero.com/resources/guides/the-amazon-experience/ AirBnB - https://www.getvero.com/resources/the-retention-email/