Marketing Automation Club: Essential Training Material
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Ann Stanley delivers a comprehensive overview of marketing automation; providing useful instruction on how to use marketing automation software to its full potential, the different types of suppliers/software and the costings plus a brief overview of the broad range of features which are available. And there are a lot. The Marketing Automation Club presents a fantastic opportunity for businesses across the UK. For non-members you can get the software for as little as £200 and for existing members you can get exclusive discounts and on-going training to make sure the software has been set up correctly and you get the most from it. Plus, you can try it for a month before you commit to a contract. Visit www.anicca.co.uk/marketing-automation-clob.htm for more details
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Marketing Automation Club: Essential Training Material
- 2. @AnnStanley
- 3. @AnnStanley
- 5. @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
- 6. @AnnStanley How the buying cycle has changed Marketing needs to spend more time interacting with anonymous visitors and nurturing leads, before sales become involved!
- 7. @AnnStanley Nurturing prospects and clients
- 8. @AnnStanley How marketing automation aids this process Source - http://commadot.com/wp- content/uploads/2010/02/MarketingAutomation.png
- 10. @AnnStanley Who are the main suppliers? Source - http://cdn.chiefmartec.com/wp- content/uploads/2014/01/marketing_technology_jan2014.png
- 12. @AnnStanley 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
- 13. @AnnStanley Forrester Report on suppliers for small businesses
- 16. @AnnStanley Matrix of suppliers vs features
- 17. @AnnStanley 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
- 18. @AnnStanley Cheapest package - Infusionsoft
- 19. @AnnStanley 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
- 20. @AnnStanley Features of our Marketing Automation Software
- 21. @AnnStanley What are the main features? http://www.loopfuse.com/marketing-automation.php
- 23. @AnnStanley How 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
- 24. @AnnStanley Initial set-up of MAS All 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
- 25. @AnnStanley Settings profile and settings menus
- 26. @AnnStanley Set-up tracking code Add to your site (ideally via Google Tag Manager)
- 28. @AnnStanley Set-up logos and media
- 29. @AnnStanley Set-up Custom fields for use in forms and contact database (CRM)
- 30. @AnnStanley Opportunity stages for sales process
- 32. @AnnStanley Create (or edit) contact form using pre-existing fields
- 33. @AnnStanley Contact form added via an i-frame onto your website
- 34. @AnnStanley Forms data – who has completed the form
- 35. @AnnStanley Importing a CSV list of contacts
- 36. @AnnStanley Importing lists using CSV and mapping field names
- 37. @AnnStanley Lead scoring rules - basic
- 38. @AnnStanley Lead scoring rules - customised
- 39. @AnnStanley Anonymous and known visitor tracking
- 42. @AnnStanley Life of a lead
- 43. @AnnStanley List membership and activities
- 46. @AnnStanley Editing a record or adding a task
- 47. @AnnStanley Task or meeting sent as email and can update user’s calendar
- 48. @AnnStanley Imported lists and dynamic filters
- 49. @AnnStanley Imported list = known contacts
- 51. @AnnStanley Creating a new list
- 52. @AnnStanley Creating a dynamic filter (List = high scores)
- 56. @AnnStanley Linking an opportunity with all contacts
- 58. @AnnStanley Won Opportunities (live projects)
- 61. @AnnStanley Editing an existing email
- 62. @AnnStanley Broadcast email to lists
- 65. @AnnStanley Send email to lead
- 66. @AnnStanley AdWords integration – campaigns and ad groups
- 67. @AnnStanley Ad groups and keywords
- 68. @AnnStanley Planning a drip or automated email campaign 1. Requires a trigger or filter – to select segment 2. Followed by a task or workflow
- 69. @AnnStanley Tasks – filter, workflow and actions
- 70. @AnnStanley Coming soon • Social publishing and other social features • UK currency and addresses • Gmail integration (possible through Zapier integration tool)
- 71. @AnnStanley Examples of social publishing functionality
- 72. @AnnStanley Reporting on social publishing
- 74. @AnnStanley 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
- 76. @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
- 77. @AnnStanley MAS boot camp - training and set-up Wednesday - 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
- 78. @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.
- 79. @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)
- 80. @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/