A Practical Guide to Selecting a Marketing Automation Platform

and Mapping Out Your First Campaigns 

Hi, I’m James

I work at The Solutions Group

I used to bea computer nerd

I used to be a computer nerd a server engineer

I used to be a computer nerd a server engineer

a web designer

Now: I rock a variety of different titles

Marketing Automation

Overview

It’s Not a Miracle Cure

Platforms

Platforms

Specific features• Emails

• Landing pages

• Dynamic content

• CRM included, integrations

• Visitor ID tracking

• E-Commerce

• API

Email

4000%$40.56 for every $1 spent

2011 DMA study: http://www.the-dma.org/cgi/dispannouncements?article=1590

““Email is 3x more likely to prompt a purchase

than Social Media

McKinsey & Company “Why Marketers Should Keep Sending You Emails”

Landing Page Builder

Companies with 30 or more landing pages generate

7x more leads than those with fewer than 10.

Source: Hubspot

Dynamic Content

CRM: Integrated or Included

Visitor ID Tracking

E-commerce

API Available

Lead scoring Lead Scoring

Retargeting CostsYou can start with low ad costs,

but the time investment can get up there

How much will you spend?

Don’t Jump the Gun. PLAN.

Define a Customer Flow

Get Over Templates. Go Plain

Get Over Templates. Go Plain

Send from Real People

NOPE! I’m not in buying mode.

Which one would you open?

A guy who is writing me personally? (or so it seems)

This will be opened 9 times out of 10

Campaign Ideas

Lead Nurturing

#1

Ask for Reviews

#2

Referral Campaigns

#3

#4 On-Boarding Series

#5 Win-Back Campaign

#6 Cross/Up-Sell

#7 Reorder Reminders

Content importance Content is the Fuel

Let’s Recap• Have a plan

• Invest in content or #Fail

• Scrub your lists and segment

Who has Questions?