Ann Stanley, Anicca Digital MD, explains how marketing automation software is used for automation and integration of marketing tasks and how it can be successfully used for lead generation and nurturing by B2B companies, particularly where there is a long buying cycle.
Ann’s presentation includes the SECRET of how an anonymous visitor to your site becomes “known”! Ann’s message is clear – marketing needs to spend more time interacting with anonymous visitors and nurturing leads, before sales become involved!
6. @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
7. @AnnStanley
How the buying cycle has changed
Marketing needs to spend more time interacting with anonymous
visitors and nurturing leads, before sales become involved!
14. @AnnStanley
Initial set-up
• Customise account settings e.g. for location
• Set-up staff users and profiles
• Tag website with relevant tracking code
• Use API Connectors to link to other software eg CRM, AdWords,
WordPress
• Use Social Connectors eg Twitter, LinkedIn
• Create website forms
• Create stationary with your logos and branding
• Create templates e.g. for email
• Set-up competitors’ websites and social profiles
• Import lists (via CSV), map field names, add unsubscribes
• Exclude your company static IP address
• Set up alerts for staff to ensure an uninterrupted customer journey
15. @AnnStanley
Example of a Dashboard
Anonymous
companies
(ISP of visitor)
Web pages
getting
visits
Email
messages
Known
people
visiting
Landing
pages
getting
visits
Contact
from
submission
16. @AnnStanley
How does an anonymous visitor become
“known”?
• 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
39. @AnnStanley
Other features not covered today
• Landing page tests
• Blogging (offered in some systems)
• Events and webinars
• Content management, media and Dynamic
content
43. @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
48. @AnnStanley
How much does it cost?
<£500/month:
• InfusionSoft
• Act-on
• Constant Contact Toolkit
• Sharp Spring
£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
49. @AnnStanley
Examples of selection criteria
(for our agency and use by our clients)
• Integrated CRM and features of database
• CRM connectors
• Price for agencies/future clients
• AdWords integration
• 3rd party rating/credibility of packages
• WordPress integration
• API
• Clients access to system - managed or full access
• Accredited partner program
• UK office
• Unlimited emails per month
• Blog hosted on our site