Marketing Automation. It sounds complicated and intimidating.
But get to grips with the basics and it will simplify your life as a Marketer. It can also make your marketing far more effective.
People assume that 'Marketing Automation' somehow means putting robots in charge. Removing the personality. A cold and inhuman technology that removes all warmth and personality.
And that couldn't be further from the truth!
In fact, the opposite is true!
I often think that Marketing Automation would be better named as 'Marketing Personalisation'.
That's because it allows you to have one-to-one conversations with every contact. Responding to their activity with the right message at the right time.
That builds relationships and improves your attentiveness. It also moves your contacts through your marketing to sales process.
Making your contacts better informed and more engaged with you.
79% of top-performing companies have been using marketing automation for more than 2 years.
Gleanster “Q3 2013 Marketing Automation Benchmark” (2013)
Only a few years ago Marketing Automation was the preserve of big business. It allowed them to personalise their marketing communications at scale.
(It was far too expensive for small and medium sized businesses).
But today the technology is affordable. And used by businesses of all sizes to manage their sales and marketing process.
The need for Marketing Automation is usually identified when:
Relevant emails sent with marketing automation software drive 18 times more revenue than just email blasts.
Marketing automation needs your contact to respond. Their response can then trigger follow up activity.
Downloading an ebook is a response that tells you a lead's name and their interest.
Did your lead download your 'Introduction to yellow widgets' guide? Follow up with related content to keep their interest and ensure they can trade up to a sales call.
Always remember that your customers are trying to solve a problem. Your job is to show them how to solve it with your product.
To understand how to apply Marketing Automation to your own business ask yourself:
For example are they novices or Pros? Create buyer personas to define who you are talking to.
Define which milestone actions and activity you'll use to change their sales stage.
You'll need to keep your leads engaged and give them the opportunity to access more in depth content.
Going through these steps will help you to define how you want to use Marketing Automation. Then you can start to put your process in place.
You now know who your buyer is. What content you'll offer them and how you'll follow up. Great!
Let's get started.
You might use landing pages and conversion forms to ask for a name and email before downloading an ebook.
And following up with an email autoresponder drip campaign.
Or any of the above to add a Tag to the contact, segmenting them for emails targeted based upon their activity.
People use all these techniques within Marketing Automation.
And the activity history for each contact is available in their profile page. A great insight for your sales team.
You can think of Automations as having two parts:
A contact activity trigger and a marketing action.
You can use an Automation to trigger many actions. For example, if someone downloads your ebook (trigger) you might want to do a few things:
Conversion forms are the most flexible and focused method for triggering an Automation.
They can be anything from a ‘Subscribe to our Newsletter’ form to a ‘Registration for a consultation’.
Each one of these actions can trigger the sending of marketing information, sales team alerts or changes of the Contact’s stage or status.
Form completions fire an Automation in Jumplead.
If the Contact exists the activity is recorded in their Profile Page. If the Contact doesn’t already exist they are created first.
Landing Pages offer more design control allowing you to design a page and then add a Conversion Form to it.
You can choose any existing Conversion Form to add to your Landing Page, and add Actions specific to your Landing Page. This means that you can reuse Conversion Forms across many Landing Pages.
Activity Streams filter prospect activity that Jumplead detects on your website.
When a known Contact returns to your website and views certain pages you can use an Automation to trigger marketing actions.
This kind of Automation is best suited to sending a Notification to your sales team. Or adding a Tag to the Contact so that you can create a list that reflects a certain type of engagement.
You can run automations on individual contacts. This is useful for enrolling your contact into an autoresponder sequence.
You can run Automations on segmented lists of contacts. This is useful for enrolling groups of your contacts into an autoresponder sequence.
Using email opens to move contacts onto better targeted campaigns is a classic use case for marketing automation.
You can use automations to refine the messages you send. Make management changes to the contact like changing stage. And sending notifications to sales teams to follow up.
Email Autoresponder campaigns triggered by contact activity is a common marketing automation task. As it allows you to follow up in a very targeted way.
You can send and stop Autoresponders based upon activity. This allows you to upgrade the sequence your contact is receiving.
Contact tags added or removed by activity is a great way to segment your Contacts into useful Lists. (For use with email Broadcast campaigns).
Keep your sales team focused by sending activity notifications.
It's a great way to keep them up to speed with who’s engaged and what their specific interests are.
Use stages to map out your sales funnel. Then you can move your contacts through it as they perform key activities. Such as subscribing or downloading an ebook etc.
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