How To

Convert Leads Through

Marketing Automation

Today’s AgendaDiscuss:

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

AirBnbhttp://bcove.me/hu0926h2

Email Marketing

Dynamic Content

Personalisation

Social

Phone Numbers

Experience

Program

Automation

1-1 Relationship

Content Generation

TranslationCommunity

Relevant

AttentivenessLearn about challenges

5 Million

?

● 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 behalfa. 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 accounta. Credit 500mb of extra space to the referrerb. Send referrer a success emailc. 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. Where would invitations go?2. Who would send them, and when would they be sent?3. How would they match an invited user to the friend who referred them?4. 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 Objectivesthat drive the Automation Process

and more...

Generate/Convert Leads

Customising User Experiences (UX)

Incite Customer Repurchase

Increasing Customer Order/Lifetime Value

Improve Loyalty and Retention

Managing Churn

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?

- 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

A New Visitor to an Online Shopping Destination

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.

1. Think about your business objective and what youare 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?

Beginning to Develop aMarketing Automation Strategy

Tips: Navigating Marketing Automation1. Look for a single provider that is able to provide for most/ if not all of

your use cases2. Always do compatibility checks before proceeding3. Be best friends with your IT department4. Hire people who can work without a framework, involve them in the

procurement of any sort of tools5. If you get stuck anywhere, always put the customer first 6. Make testing a big part of your automation process7. 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/