Marketing Automation Process Concepts

1. Marketing Automation Process
Marketing Automation for Leads, Sales and Growth

2. Marketing Automation
Specialist
Who Is This Guy?

3. What is it all about?
1. What Is Marketing Automation?
2. What is Semi Marketing Automation
3. Why we are using Marketing Automation?
4. How Do You Get Started?
5. What Does It Actually Do?
6. Is Marketing Automation Worth It?
Dharmesh Singh

4. Marketing:-
Marketing is making people aware and increase their
interest for company’s products and services.
There are two kind of Marketing:-
1. Outbound Marketing In this we approach customers
by using emails, IVR, RSVP in some Org sales guys
direct make a call(Cold Calling).
2. Inbound Marketing In this Customer approach us
through our social media pages, Advertisements on
social media and search Engine, direct through our
website, Referral Program.
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5. Before Marketing Automation
Mailing by post, Making calls, door to door marketing, After
event making a call to track which used to make sales role too
hard. Because sometime they were directly connecting with
contacts.
Mail By Post Door To Door Sometime Bad Luck
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6. Semi Marketing Automation
1. Separate application for Email Campaign
2. Separate application for hosting webpages for registration
and subscription
3. Separate repository for audience and assets(Images, PDF
and for other files)
4. Separate reporting Tools
For all above application we required app server, web server ,
Database and employees for taking care of all these that make it
more costly.
Web Pages Tool
Reporting
Tool
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7. Marketing Automation is a process which help us to automate repetitive Marketing tasks and helps in
Digital Marketing through multiple channels. Eloqua, Marketo, Pardot etc.. are SAAS to implement this
process.
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8. Marketing Automation implementation
Marketing Automation is achieved by a tool or SAAS
where we can have all below required components
together.
1. Emails  Provide functionality for creating Emails,
CMS for Emails, Campaign management.
2. Pages and Forms:-On which we can create our Landing
pages and Forms easily
3. Repository:- Tool that provide a way to Managing all
assets (Images, PDF and other files)
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9. 4. Database  That allow us to store all our Accounts,
Contacts and Prospects and other MA data
5. Mechanism we should have functionality to manipulate
data, for Lead Scoring and Lead Nurturing
6. Reporting and Statistics  Module for Reporting and
Statistics for best analysis.
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10. 1. Awareness: -
Before Everything we need to make user aware about us how we can help them
by promoting good content through right channel.
2. Attract:-
Attract and Encourage them to register themselves by Landing page and Forms.
We can use Progressive profiling to make it easy.
3. Nurture:-
Send more emails constantly with relevant and helpful contant to nurture them
with
First three Steps for Marketing
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11. Dharmesh Singh

12. Five things for get started Marketing Automation
Process

13. 1.Marketing Strategy
2.Right Audience (Mailing List)
3.An automate Campaign flow for Nurturing
4.A Lead Scoring Module
5.Reports and Statistics
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14. Implementation
How to start this Process

15. Add submission to campaign or
Product specific List for further
communication in MA tool
1. Relevant and Meaningful heading
2. User requirement specific content
3. CTA (Video(Demo) Link or PDF)
4. Friendly form with Progressive
Profile
________________________________

16. 1. Creating list of Audience
2. Tracking strategy to track visitor interaction
3. Building Emails and Landing Pages
4. Building ways for make it easy for Marketing
and Sales to track and Communicate
Dharmesh Singh

17. 1. A/B testing to finalize
content
2. Test Integration between
Landing Page and Form, MA
and CRM
3. Try Inbound marketing by
Social Channels and Referral
Campaign
Time to finalize Things
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18. Challenges
1. Lake of Strategy
Should have an end to end Strategy to target audience
2. Content
Email and Page content should be based on User needs
3. Understanding
Understand what your customer like to read, Interest of customers, Need of
customers
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19. Subscription
1. By clicking on subscription link on email, user should be
redirected to Subscription Landing page
2. All user specific values should be pre populated on Landing
page in Text boxes so that user has not to filled all values.
3. After submission for subscription user should be redirected
to Thank you page where we should provide some options
to subscribe for Product specific newsletter or Organization
specific news letter.
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20. Unsubscription
1. By clicking on unsubscription link on email user should be redirected to
unsubscription Landing page
2. Ask user to share the reason for unsubscription, we can provide a list to select
the reason
3. After submitting reason user should be asked to select newsletter or campaign
for those user is subscribed.
4. If user does not select any news letter than we should communicate with user
as per the reason selected for unsubscription.
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21. Lead Nurturing and Lead Scoring

22. Lead Nurturing
1. Action based Marketing
2. Multi Touch campaign based on behavior
3. RSVP campaigns and tracking them after
4. event or webinar
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23. Lead Scoring
1. Defining a scoring model for Implicit and Explicit scoring
2. Based on behavior assign score according to Implicit scoring
3. Based on criteria assign score according to Explicit scoring
4. Based on score provide hot lead to Sales.
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24. How much worthy Marketing
Automation

25. 1. B2B marketers with successful lead-nurturing programs reported, on average, a 20 percent increase in sales opportunities
from nurtured leads.
2. 78 percent of high-performing marketers identify marketing automation as a key contributor to improved revenue.
3. Between 2012 and 2015, 84 percent of top-performing businesses use or plan to use marketing automation software.
4. By 2020, 85 percent of customer relationships with businesses will be managed without human interaction, says Gartner
on their Gartner Customer 360 Summit.
5. In a VentureBeat article, Mike Templeman, CEO of Foxtail Marketing, says that one of the reasons why he sees 2015 as the
year marketing automation finally catches on are the cheaper, even freemium, alternatives to the more high-priced
solutions.
Read more at http://www.business2community.com/marketing-automation/7-proven-benefits-marketing-automation-
business-01172732#Hseq4WuXb1WGoxP8.99
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26. 1. Provide hot leads to sales and save sales time.
2. Help in increasing ROI from Marketing,
setting Goals
3. Provide better and believable business intelligence
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27. THANK YOU!