Marketing Automation Guide







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)


Who uses Marketing Automation?

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:

  • As your business grows you no longer have the time to deal with each lead. And need a way to scale your interactions.
  • You need simplify complex adhoc marketing processes.
  • You need to create a measurable marketing to sales process.

Relevant emails sent with marketing automation software drive 18 times more revenue than just email blasts.
HubSpot


How do I use Marketing Automation?

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:

1. Who are my different customer types?

For example are they novices or Pros? Create buyer personas to define who you are talking to.

Marketing Automation Buyer Persona

2. What is the ideal customer journey for each type?

Define which milestone actions and activity you'll use to change their sales stage.

3. What content do I need to encourage lead development?

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.

Implementing Marketing Automation

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.

Jumplead Landing Page

And following up with an email autoresponder drip campaign.

You could use a website visit to a specific page to trigger a sales team alert.

Or use an email campaign open to change sales stage and graduate leads to a more specific autoresponder 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.

Marketing Automation

What is an Automation?

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

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.

Conversion Form

If you need to use existing forms with Jumplead you can pass Contact information and the Automation you wish to trigger via Javascript. This works much the same as Google Analytics Event Tracking.

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

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

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.

Individual Contacts

You can run automations on individual contacts. This is useful for enrolling your contact into an autoresponder sequence.

Contact Lists

You can run Automations on segmented lists of contacts. This is useful for enrolling groups of your contacts into an autoresponder sequence.

Email Opens

Using email opens to move contacts onto better targeted campaigns is a classic use case for marketing automation.

Automation Actions

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.

Autoresponder sequences

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.

Adding tags for segmentation

Contact tags added or removed by activity is a great way to segment your Contacts into useful Lists. (For use with email Broadcast campaigns).

Sending a Lead activity notification

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.

Contact lifecycle stage change

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.

Related Help Articles:

Nurture contacts with Marketing Automation
Use activity triggers to activate campaigns and nurture your contacts
Conversion form automations
Trigging automations from your Jumplead conversion forms
Existing web form automations
Triggering Jumplead automations from your existing web forms
Landing page automations
Triggering automations from Jumplead landing pages
Activity stream automations
Trigger an automation based upon your contact's website activity
Running an automation on a contact
Manually run an automation for a contact
Running an automation on a contact list
Run an automation for a segment of your contacts
Trigger an automation on an email open
Respond to engaged contacts by triggering an automation to follow up


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