How to sucessfully implement marketing automation
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Transcript of How to sucessfully implement marketing automation
More customers…sales…profit © Aardvark Marketing Consultants Ltd September 2016
79% of the top performing companies have been using marketing automation for more than 2 years. However, many companies are being tempted into buying the new systems without first putting some thought into how they can be used to save time and money in their own business. Without the in-house ‘know-how’ to design and implement the right processes, there is a big risk that the investment will turn out to be a ‘solution’ that just doesn’t work. Marketing automation is potentially a powerful tool, but it must be used with intelligence. This webinar by Gill Hutchinson of Aardvark Marketing is aimed at helping business owners make an informed decision about whether marketing automation is something that you should explore in more detail.
There is a link at the end of this deck to the associated blog and webinar recording.
How to Successfully implement marketing
automation
More customers…sales…profit © Aardvark Marketing Consultants Ltd September 2016
Marketing automation
What’s this all about, how does it help and is it relevant for my business?
byGill Hutchinson
Director at Aardvark Marketing Consultants Ltd
More customers…sales…profit © Aardvark Marketing Consultants Ltd September 2016
What is marketing automation?
• A set of software tools that allows an organisation to create automatic processes
• Uses the principle of self selection of content by the website visitor that is relevant to them
• Timing of engagement is managed by the visitor/buyer and how you design your process
79% of top performing companies have used automation for more than 2 years
More customers…sales…profit
The changing world of buyer behaviour
• Buyers have more power• Marketing messages need to
be better targeted and personal
• Nurturing leads with relevant content important
• Average sales cycle has increased 22% over the past 5 years - more decision makers
© Aardvark Marketing Consultants Ltd September 2016
More customers…sales…profit
• Generates more leads • Increases the number of qualified leads using
personalised content• Drives more sales through lead tracking• Improves cross-selling and sometimes up-selling to
existing customers© Aardvark Marketing Consultants Ltd September 2016
More customers…sales…profit
Tracking your marketing investment
It’s easy to see a comprehensive ROI for every digital marketing tactic by tracking the entire sales process from end-to-end for each activity you run
© Aardvark Marketing Consultants Ltd September 2016
More customers…sales…profit
Selecting automation – factors to consider on installation
FunctionalityRequirements for specialist skillsCost Ability to communicate easily with other IT
systems e.g. your website and existing CRM system
© Aardvark Marketing Consultants Ltd September 2016
More customers…sales…profit
Other factors to take into account - marketing materials
Marketing content/ content generationstrategyplancreation and approval process
Is you website fit for purpose (e.g. blog, landing pages, adding web tracking code, social media links)
© Aardvark Marketing Consultants Ltd September 2016
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Other factors to take into account - data
Have you got complete data lists?Have you got permission to send marketing
materials to your contacts? (Data Protection)
© Aardvark Marketing Consultants Ltd September 2016
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Other factors to take into account - Systems and processes
Are your sales & marketing processes brand new or have you got a proven track record?
© Aardvark Marketing Consultants Ltd September 2016
More customers…sales…profit © Aardvark Marketing Consultants Ltd September 2016
1. Intuitive to use and compatible with other IT systems2. Low cost - fraction of what competitors charge3. Great functionality - comprehensive end-to-end solution4. Great technical support from real people5. No tie-in to a long term contract
Aardvark recommendation
More customers…sales…profit © Aardvark Marketing Consultants Ltd September 2016
Implementation of automation
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Checklist - should be complete before you begin to implement automation
Web tracking code is created on your website pages
Sorted and complete existing contactsE-mails and newsletter artwork examples to
handCompany logosSelect up to 5 e-mail contacts to synchroniseMap of the stages in your sales process
© Aardvark Marketing Consultants Ltd September 2016
More customers…sales…profit
Initial set up
• Set up users and user role levels• Decide on important landing pages and visitor
ID settings• Create e-mail templates• Create forms and thank you pages
© Aardvark Marketing Consultants Ltd September 2016
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Setting up automation sequences
• 2 stages for each sequence:– Planning– Implementation
• Lists• Tasks - these are
triggers• Workflows - these
are actions
© Aardvark Marketing Consultants Ltd September 2016
More customers…sales…profit
Setting up a sales pipeline
• 2 stages for each pipeline:– Planning– Implementation
• Lists• Tasks - these are triggers• Workflows - these are actions
• N.B. it may be appropriate to have more than one pipeline e.g. for different products
© Aardvark Marketing Consultants Ltd September 2016
More customers…sales…profit
Set up lead scores
• Automation, lead scoring• List of actions that can be assigned different
scores– Completeness– Engagement– Tracking– Fit– Lead score decay
© Aardvark Marketing Consultants Ltd September 2016
1 2 3 40
20
40
60
80
100
Lead score
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Review and expansion - adding more automation sequences, sales pipelines and lead scoring
Planning
Pilot and test
ImplementMeasure
Review
© Aardvark Marketing Consultants Ltd September 2016
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Thanks for listening!
Any questions?Contact Gill on 0121 222 5743 or
email [email protected]
© Aardvark Marketing Consultants Ltd September 2016
More customers…sales…profit © Aardvark Marketing Consultants Ltd September 2016
BizSmart aims to help business owners of small and medium sized businesses to create value and scale their businesses through sound practical business support by providing insight, Clarity combined with a real determination to help you succeed.
You can access webinars and presentations like this and more besides through our SmartRoom service here
You can read the associated blog and listen to a live recording of this presentation by clicking here
You can read Gill’s profile here
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•Need a sounding board for your ideas?•Need to know what to prioritise?•Want someone to challenge your assumptions?
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