Download - Successful Marketing Automation
Successful Marketing Automation
Matt Hodkinson CEO, Influence Agents
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@matt_hodkinson!#InboundMarketingWeek
The 4 Layers of Marketing Automation
Layer&1&
Layer&2&
Layer&3&
Layer&4& Distribution
Content
Strategy
Technology
• CMS!
• Email Automation!
• CRM!
• Analytics
Technology
CMS
• Ability to create pages on the fly
• Targeted landing pages for lead capture
• Blogging = Traffic + Social Referral + SEO
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CMS
Email Automation
• Email still works … if you set the right tone
• More than just “auto-responders”
• The heart of your lead nurturing effort
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Email Automation
CRM
• As much about Process as about Tools
• No “one size fits all”
• Must be used in Anger to properly evaluate (in our experience)
• Consider integration capability
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CRM
Analytics
• More than just Website statistics
• Use for Social, Web, Email, Lead Management, Sales and more…
• Affords access to Growth Hacking and continuous improvement of the marketing funnel
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Analytics
• Funnel Structure!
• Stages of the Inbound Marketing Funnel!
• Qualification & Progressive Profiling
Strategic Framework
Funnels• Your best prospects might not be ready to buy yet
• Where the timing is right, your product/service also needs to be right
• Where the timings isn’t right, great CRM process needs to ensure no “leaks” in the funnel
• Have you got the time to “hand-hold” every prospect through the nurturing journey?
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Information Qualified
Lead
Marketing Qualified
Lead
Sales Qualified
Lead
MoFu Offer
ToFu Offer
Thank You
Page
Email #1 Email #2 Email #3
Quiet List
2 days 5 days 5 days
Progressive Profiling
• Lead Magnets • Email Copy • CTA’s
Lead Magnets
• Know your Buyer Personas inside and out
• Design “premium” content that attracts ONLY your target buyers
• Compelling and relevant titles and tag-lines can accurately pre-qualify
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Email Copy• Get it Opened
• Set the tone early - double opt-in or content delivery via email can help
• Compelling subject line
• Personalisation
• Get the Click-through
• Compelling and attractive CTA
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CTA's
The “Lean Team” Skill Set! ! Designers!
!
Developers!
!
! ! Copywriters!
!
Marketers
• Legacy Lists!
• Social!
• Communities!
• Influencers!
• Offline to Online
Distribution
A Huge Challenge for
Many Businesses Today…
Now that we have content, how do we get
it seen by the right people?
Legacy Lists• Keep it Inbound - Think of legacy email lists/
databases as a “Re-activation” exercise
• Use segmentation to maximise results
• Promoting content and/or social proof trumps product/service promotion
• … then let the Marketing Automation engine do the rest!
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Social Distribution• Your Social Media presence becomes even more important
• Do you have a large following?
• More importantly, do you have reach?
• Even more importantly, do you have TARGETED reach?
• Are you fishing where the (right) fish are?
• Platform choice
• Social = SEO*
Communities
Influencers
• When building a community from scratch seems like hard work!
• Efficient networking … one-to-one-to-many
• Influence is contextual - choose by relevance as well as reach
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Influencers
Offline to Online
• Inbound can compliment your outbound activities - Telemarketing, DM, Events, etc.
• Improve conversion rates by promoting at the top of the funnel (content) rather than the bottom (appointments)
• A “safety net” for more transactional offers
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Bringing it All Together
A plan for implementing Marketing Automation in
Your Business
Get the Tech
• Lots of Integrated Tools or…
• All-in-One!
• Hubspot
• Other products are available
Choose your Strategy
• Which Funnel fits your Business?
• Help your Prospects move themselves through the sales funnel
• Learn from those who’ve made the mistakes
Create Content• Design Content to Qualify
• Build your Team of Creatives
• Design
• Copywriting
• Dev
• Marketing
• oDesk, eLance, PeoplePerHour
Build Distribution
• Find your Market
• Fish where the Fish are
• Be efficient and consistent
Case Study
Case Study
Case Study
Questions?