Marketing Automation Hacks 2016: Act-On
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If you’re already using Act-On, then you know that marketing automation is an indispensable tool for executing on your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential. In this presentation, Linda West, Director of Digital Marketing at Act-On, explains how ROI-focused marketers can improve their sales enablement and lead generation performance. By the end of the webinar, you will walk away with a solid understanding of how to use marketing automation to build a scalable strategy and increase your revenue generating efforts.
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Marketing Automation Hacks 2016: Act-On
- 1. @uberflip#MAHacks Linda West Director of Digital Marketing, Act-On Software @misslindawest MARKETING AUTOMATION HACKS: ACT-ON Hana Abaza VP Marketing, Uberflip @hanaabaza
- 2. @uberflip#MAHacks Join in on WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
- 4. @uberflip#MAHacks Meet the Expert Street Cred: • Act-On is Act-On’s biggest customer • I’ve worked in both the Demand Gen and Digital teams at Act-On. • My team uses Act-On to drive awareness, generate leads, and create brand advocates. We constantly find new ways to use our platform. Linda West Director of Digital Marketing Act-On Software
- 6. @uberflip#MAHacks Hack #1: Map Your Buyer Journey, Map Your Content • Before you build it, map it. • Layer on buyer personas if, you're an advanced content marketer. • Content is fuel for your engine.
- 7. @uberflip#MAHacks Hack #1: Map Your Buyer Journey, Map Your Content • Before you build it, map it. • Layer on buyer personas if, you’re an advanced content marketer. • Content is fuel for your engine.
- 8. @uberflip#MAHacks Hack #1: Map Your Buyer Journey, Map Your Content • Get it all in the Act-On content library. • Get your content tech integrations up and running. • Use media links for other stuff hosted outside of Act-On.
- 9. @uberflip#MAHacks Hack #1: Map Your Buyer Journey, Map Your Content • To gate, or not to gate? • Select high value content that people are willing to give up contact details for. • Hint: it has to be valuable. Additional info Screenshot here
- 10. @uberflip#MAHacks Hack #2: Apply Automated programs to press & influencers • Press are people, too. • Apply demand generation principals to other groups need “nurturing.” • Collect data, use it as insight, go!
- 11. @uberflip#MAHacks Hack #2: Apply Automated programs to press & influencers • Lead scoring? Try press engagement scoring! Try influencer scoring!
- 12. @uberflip#MAHacks Hack #2: Apply Automated programs to press & influencers • Lead Nurturing? Try Automated programs for press, influencers, and partners.
- 13. @uberflip#MAHacks Hack #3: Seek opportunities to expand interactions • Website visitor tracking. • Auto-responders. • Try to find opportunities where your customers have to make a decision to say ‘yes’ or ‘no.’
- 14. @uberflip#MAHacks Hack #4: Customer Engagement • Customers are your biggest revenue source. • Brand consistency. • Upsell! • Turn customers into advocates. Top Performing B2B companies invest ! 52% ! of their marketing budget on customer retention & expansion!
- 15. @uberflip#MAHacks Hack #4: Customer Engagement • Welcome drips. • Feature adoption. • Pre-empt down-sell and churn. • Renewal automation. • Better customer success interactions. • Opportunity to work hand-in-hand with customer support teams. Additional info Screenshot here
- 16. @uberflip#MAHacks Hack #5: When in doubt, TEST! • Hey marketers, guess what? Sometimes, your gut is wrong. • Get scientific. Additional infoScreenshot here
- 17. @uberflip#MAHacks Hack #5: When in doubt, TEST! • Hey marketers, guess what? Sometimes, your gut is wrong. • Get scientific.
- 18. @uberflip#MAHacks Hack #6: Use AO Anywhere • Single data source for engagement data – put it to work! • Multiple contexts and use cases for individual workflows and styles.
- 19. @uberflip#MAHacks Hack #6: Use AO Anywhere • Content, content, content. • Brand consistency. • Leverage what you have.
- 20. @uberflip#MAHacks Hack #6: Use AO Anywhere • Content, content, content. • Brand consistency. • Leverage what you have.
- 21. @uberflip#MAHacks Research Report: Alignment, Technology, & Revenue Impact http://mktg.actonsoftware.com/acton/fs/blocks/showLandingPage/a/248/p/p-072b/t/page/fm/0 Research Report: Rethinking the Role of Marketing https://www.act-on.com/rethinking-the-role-of-marketing/ Resources
- 22. @uberflip#MAHacks QUESTION TIME! Linda West Director of Digital Marketing, Act-On Software @misslindawest Hana Abaza VP Marketing, Uberflip @hanaabaza hub.uberflip.com
- 23. @uberflip#MAHacks