Marketing Automation Club: Essential Training Material
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Transcript of Marketing Automation Club: Essential Training Material
Anicca’s
Marketing
Automation
Club
by
Ann StanleyManaging Director
@AnnStanley
@AnnStanley
@AnnStanley
Background to
Marketing
Automation
Software (MAS)
@AnnStanley
What is Marketing Automation?
• A software platform used for automation and integration of marketing tasks
• Mainly used for lead generation and nurturing by B2B companies,
particularly where there is a long buying cycle
Source: http://themarketingnetwork.com.au/services/strategy/marketing-automation
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How the buying cycle has changed
Marketing needs to spend more time interacting with anonymous
visitors and nurturing leads, before sales become involved!
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Nurturing prospects and clients
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How marketing automation aids this process
Source - http://commadot.com/wp-
content/uploads/2010/02/MarketingAutomation.png
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Choosing a
Supplier
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Who are the main suppliers?
Source - http://cdn.chiefmartec.com/wp-
content/uploads/2014/01/marketing_technology_jan2014.png
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Most popular systems
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Choosing a supplier
• Your business objectives
• Third party reviews
• Feature lists
• Deal breaking criteria e.g. integration with existing CRM
• Price per user/month
• Scaleability
• Demos
@AnnStanleyForrester Report on suppliers for small
businesses
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SiriusDecisions
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G2 Crowd Grid
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Matrix of suppliers vs features
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How much does it cost?
<£500/month:
• InfusionSoft
• Act-on
• Constant Contact Toolkit
£500-£1000/month
• Salesfusion
• Hubspot (lite versions)
£1000+
• Marketo
• Pardot
• eTrigue
• Eloqua
Alternative pricing info at :
http://blog.capterra.com/2014-
marketing-automation-software-
pricing-guide/
Source: Third Door Media
@AnnStanley
Cheapest package - Infusionsoft
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Our selection criteria Deal breakers
• Price for Anicca and clients had to be less than £250/month per
company
• Integrated CRM and contact management
• CRM connectors – e.g. integration with Salesforce
• AdWords integration
• Clients have full access to system
• Unlimited users per client
• >5000 contacts per company
• >5000 emails per month per user
• Blog hosted on our/clients site not through MAS
Nice to have
• API to connect with other software
• UK office
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Features of our
Marketing Automation
Software
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What are the main features?
http://www.loopfuse.com/marketing-automation.php
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Naming convention
Anonymous users
Known contacts
Leads
New opportunity
Opportunity Pipeline
Won Opportunity
Lost Opportunity
@AnnStanleyHow does an anonymous visitor become a
“known” contact or lead?
• Completed a form on your website
• Visited a page on your website after receiving an email
• Click a link from an email you have sent out
• Click a link from a social media post you have created
• Note: Not all software uses the same methods
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Initial set-up of MASAll packages
• Customise account settings e.g. for location
• Tag website with relevant tracking code
• Set-up staff users and profiles
• Use API Connectors to link to other software eg CRM, AdWords,
WordPress
• Upload your logos and branding
• Create website forms
• Import lists (via CSV), map field names, add unsubscribes
Some packages
• Create Opportunity stages (for the sales process)
• Set up campaigns (where did you hear about us?)
• Use Social Connectors eg Twitter, LinkedIn (if applicable)
• Set-up competitors’ websites and social profiles
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Settings profile and settings menus
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Set-up tracking code
Add to your site (ideally via Google Tag Manager)
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Set-up unlimited users
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Set-up logos and media
@AnnStanleySet-up Custom fields for use in forms and
contact database (CRM)
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Opportunity stages for sales process
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Menus
@AnnStanleyCreate (or edit) contact form using
pre-existing fields
@AnnStanleyContact form added via an i-frame onto
your website
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Forms data – who has completed the form
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Importing a CSV list of contacts
@AnnStanleyImporting lists using CSV and mapping field
names
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Lead scoring rules - basic
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Lead scoring rules - customised
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Anonymous and known visitor tracking
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Contact manager
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Contact record
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Life of a lead
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List membership and activities
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Lead score
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Tracking devices
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Editing a record or adding a task
@AnnStanleyTask or meeting sent as email and can
update user’s calendar
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Imported lists and dynamic filters
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Imported list = known contacts
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Unsubscribes (Exclusions)
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Creating a new list
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Creating a dynamic filter (List = high scores)
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Website analytics
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Landing page statistics
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Creating an opportunity
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Linking an opportunity with all contacts
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Opportunity pipeline
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Won Opportunities (live projects)
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Campaigns reports
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Email management
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Editing an existing email
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Broadcast email to lists
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Email history (lists)
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Email stats
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Send email to lead
@AnnStanleyAdWords integration –
campaigns and ad groups
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Ad groups and keywords
@AnnStanleyPlanning a drip or automated email
campaign
1. Requires a trigger or filter – to select segment
2. Followed by a task or workflow
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Tasks – filter, workflow and actions
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Coming soon
• Social publishing and other social features
• UK currency and addresses
• Gmail integration (possible through Zapier integration
tool)
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Examples of social publishing functionality
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Reporting on social publishing
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Tracking competitor activity
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Other features not covered today
• Landing page tests – link with Unbounce
• Events and webinars – link with GotoMeeting or
WebEx
• Integration with other CRM systems such as
Salesforce
• Shopping cart integration – using different
tracking code to link sales with contacts
@AnnStanley
Marketing
Automation
Club
@AnnStanley
MAS boot camp - training and set-up
Monday - Software set-up, tracking and customisation
• Overview of tracking and Analytics functionality
• Set-up of tracking on your website (including the use of Google tag manager)
• Creation of custom fields relating to contacts and forms
• Creation of contact forms for your website
• Other customisation (lead scores, ''how did you hear about us'' etc.)
• Practical session to set-up tracking code, customised fields, create a contact form and other customisation
Tuesday - Contact management and CRM
• How to import contacts and an overview of contact management
• Uploading contacts from a CSV and mapping standard and custom lead fields
• Creating lists and filters
• Using the in-built CRM and contact management functionality
• Understanding who has been to your site (anonymous vs. known users)
• Practical session to import your contacts database from a pre-prepared CSV file, create lists and familiarise yourself with the contacts manager module
@AnnStanley
MAS boot camp - training and set-upWednesday - Email broadcasting
• Use of email templates and creation of emails
• Sending and scheduling of emails
• Understanding the reporting
• Practical session to create and send emails using the platform
Thursday - Opportunities and task management
• What are Opportunities and how can you use them for tracking potential enquiries/projects for a product or service
• Customising Opportunity stages and custom fields
• Creating an Opportunity
• Using the Pipeline functionality
• Using the Opportunities Won functionality
• Introduction to client management, tasks and calendar integration
• Practical session to set-up Opportunities
Friday - Advanced features and integration 3rd party software
• Introduction to advanced features
• Work flows for drip and automated tasks or campaigns
• Integration with AdWords
• Integration with other CRM systems
• Practical session to work with our team on any other aspects of the software
@AnnStanley
MAS boot camp dates and details
• Leicester (Anicca's office on King Street) –
• £750 for clients, £1,000 for non-clients
• 4th August
• 27th October
• London (venue TBC) – £1,250 for client, £1,500 for non-clients*
• 20th October
• Followed by 1 months free trial of the software
*Note that due to increased venue and running costs, an additional fee will apply for the London course.
@AnnStanley
Club Membership
• Non-member use of the software - £250/month
• Full membership - £200/month for boot camp attendees
and previous Anicca clients (with or without attending the
boot camp)
• Current Client discount - £150/month for existing clients
(with a current management fee of less than £1000/month)
• Current Client premium discount - £100/month for existing
clients (with a current management fee of more than
£1000/month)
@AnnStanley
Useful resources• https://library.hubspot.com/marketing-automation
• http://uk.marketo.com/reports/siriusview-marketing-automation-
platforms-2014/Forrester
• http://www.eloqua.com/content/dam/eloqua/Downloads/whitepaper
s/Forrester-Wave-L2R-Platform-Vendors-Q1-2014.pdf
• http://www.marketo.com/_assets/uploads/SiriusView-Marketing-
Automation-Platforms-2014.pdf?20140602173145
• https://www.g2crowd.com/categories/marketing-automation
• http://downloads.digitalmarketingdepot.com/rs/thirddoormedia/imag
es/MIR_1303_MarketAuto.pdf
• http://blog.capterra.com/top-marketing-automation-blogs/
• http://www.slideshare.net/PepperGlobal/pepper-webinar-final
• http://www.capterra.com/marketing-automation-software/