more engagement, less effort: the lowdown on marketing automation
DESCRIPTION
More Engagement, Less Effort: The Lowdown on Marketing Automation Talk from Jason Falls's Explore Portland event on November 16, 2012TRANSCRIPT
![Page 1: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/1.jpg)
@HunterBoyle | @DJWaldow
More Engagement, Less Effort:
The Lowdown on Marketing Automation
![Page 2: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/2.jpg)
@HunterBoyle | @DJWaldow
Hunter Boyle (@HunterBoyle) Sr. Business Development Manager @Aweber slideshare.net/hunterboyle
DJ Waldow (@DJWaldow) Founder & CEO Waldow Social slideshare.net/djwaldow
![Page 3: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/3.jpg)
@HunterBoyle | @DJWaldow
Flickr: mutsmuts
![Page 4: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/4.jpg)
@HunterBoyle | @DJWaldow
Marketing Automation
![Page 5: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/5.jpg)
@HunterBoyle | @DJWaldow
![Page 6: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/6.jpg)
@HunterBoyle | @DJWaldow
![Page 7: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/7.jpg)
@HunterBoyle | @DJWaldow
![Page 8: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/8.jpg)
@HunterBoyle | @DJWaldow
![Page 9: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/9.jpg)
@HunterBoyle | @DJWaldow
![Page 10: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/10.jpg)
@HunterBoyle | @DJWaldow
![Page 11: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/11.jpg)
@HunterBoyle | @DJWaldow
![Page 12: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/12.jpg)
@HunterBoyle | @DJWaldow
And the cycle repeats…
![Page 13: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/13.jpg)
@HunterBoyle | @DJWaldow
![Page 14: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/14.jpg)
![Page 15: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/15.jpg)
oops.
![Page 16: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/16.jpg)
@HunterBoyle | @DJWaldow
![Page 17: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/17.jpg)
@HunterBoyle | @DJWaldow
Text WALDOW to 67463
![Page 18: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/18.jpg)
@HunterBoyle | @DJWaldow
![Page 19: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/19.jpg)
@HunterBoyle | @DJWaldow
The name given to software platforms designed for marketing departments and organizations to automate repetitive tasks … increases efficiency and reduces human error …
… originally called email marketing automation …
… streamline sales and marketing organizations by replacing high-
touch, repetitive manual processes with automated solutions … Source: Wikipedia
What is Marketing Automation?
![Page 20: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/20.jpg)
@HunterBoyle | @DJWaldow
Why is Marketing Automation so important?
![Page 21: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/21.jpg)
@HunterBoyle | @DJWaldow
(Source: Gartner Research via Hubspot)
![Page 22: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/22.jpg)
@HunterBoyle | @DJWaldow
(Source: Jupiter Research via Hubspot)
![Page 23: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/23.jpg)
@HunterBoyle | @DJWaldow
(Source: Forrester Research via Hubspot)
hunterboyle
![Page 24: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/24.jpg)
@HunterBoyle | @DJWaldow
(Source: Gartner Research via Hubspot)
hunterboyle
![Page 25: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/25.jpg)
@HunterBoyle | @DJWaldow
![Page 26: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/26.jpg)
![Page 27: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/27.jpg)
@HunterBoyle | @DJWaldow
Some examples
![Page 28: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/28.jpg)
@HunterBoyle | @DJWaldow
![Page 29: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/29.jpg)
@HunterBoyle | @DJWaldow
![Page 30: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/30.jpg)
@HunterBoyle | @DJWaldow
![Page 31: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/31.jpg)
@HunterBoyle | @DJWaldow
![Page 32: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/32.jpg)
@HunterBoyle | @DJWaldow
![Page 33: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/33.jpg)
@HunterBoyle | @DJWaldow
![Page 34: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/34.jpg)
@HunterBoyle | @DJWaldow
![Page 35: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/35.jpg)
@HunterBoyle | @DJWaldow
![Page 36: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/36.jpg)
@HunterBoyle | @DJWaldow
![Page 37: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/37.jpg)
@HunterBoyle | @DJWaldow
![Page 38: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/38.jpg)
@HunterBoyle | @DJWaldow
![Page 39: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/39.jpg)
@HunterBoyle | @DJWaldow
![Page 40: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/40.jpg)
@HunterBoyle | @DJWaldow
ü Drove nearly 50% of first-week sales of Premise 2.1
ü Drove nearly 80% of Teaching Sells memberships
ü List doubled in one year to 97,000 subscribers
Did it work?
![Page 41: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/41.jpg)
@HunterBoyle | @DJWaldow
• Most products are under $100 • Launched program in 2009 with five
automated messages • More than 170 automated emails
today
“a provider of music lesson products”
![Page 42: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/42.jpg)
@HunterBoyle | @DJWaldow
![Page 43: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/43.jpg)
@HunterBoyle | @DJWaldow
![Page 44: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/44.jpg)
@HunterBoyle | @DJWaldow
![Page 45: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/45.jpg)
@HunterBoyle | @DJWaldow
• 416% increase in customer lifetime value • 67% increase in click-through rate from the best prospects (increased from 24.73% to 41.28% for subscribers with the highest lead scores)
• 18.4% improvement in lead-to-purchase time
![Page 46: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/46.jpg)
www.holidayemailmarketing.com
![Page 47: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/47.jpg)
![Page 48: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/48.jpg)
@HunterBoyle | @DJWaldow
Auto-responder series
• Fun, short, focused • 12 emails with daily “gift” -
checklist, infographic, webinar, ebook …
![Page 49: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/49.jpg)
![Page 50: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/50.jpg)
![Page 51: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/51.jpg)
@HunterBoyle | @DJWaldow
Auto-responder series results*���
*After 2 weeks
Open Rate: 54%-83%
![Page 52: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/52.jpg)
@HunterBoyle | @DJWaldow
Auto-responder series results*���
*After 2 weeks
Click Rate: 25%-69%
![Page 53: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/53.jpg)
@HunterBoyle | @DJWaldow
Auto-responder series results*���
*After 2 weeks
Downloads: 7,500+
![Page 54: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/54.jpg)
@HunterBoyle | @DJWaldow
Auto-responder series results*���
*After 2 weeks
New Subscribers: 3,500
![Page 55: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/55.jpg)
@HunterBoyle | @DJWaldow
Automation takes time.
![Page 56: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/56.jpg)
@HunterBoyle | @DJWaldow
Automation requires planning.
![Page 57: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/57.jpg)
@HunterBoyle | @DJWaldow
Automation takes effort to set up.
![Page 58: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/58.jpg)
@HunterBoyle | @DJWaldow
But once set up …
![Page 59: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/59.jpg)
@HunterBoyle | @DJWaldow
Automation increases ROI and ALTV.
![Page 60: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/60.jpg)
@HunterBoyle | @DJWaldow
Automation cultivates deeper relationships.
![Page 61: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/61.jpg)
@HunterBoyle | @DJWaldow
Automation allows you to reinvest time and budget.
![Page 62: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/62.jpg)
Source: Automation.com
![Page 63: More Engagement, Less Effort: The Lowdown on Marketing Automation](https://reader035.vdocuments.site/reader035/viewer/2022081403/555a2e8dd8b42a900d8b4e49/html5/thumbnails/63.jpg)
@HunterBoyle | @DJWaldow
Hunter Boyle (@HunterBoyle) Sr. Business Development Manager @Aweber slideshare.net/hunterboyle
DJ Waldow (@DJWaldow) Founder & CEO Waldow Social slideshare.net/djwaldow