Anicca’s

Marketing

Automation

Club

by

Ann StanleyManaging Director

@AnnStanley

@AnnStanley

@AnnStanley

Background to

Marketing

Automation

Software (MAS)

@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

@AnnStanley

How the buying cycle has changed

Marketing needs to spend more time interacting with anonymous

visitors and nurturing leads, before sales become involved!

@AnnStanley

Nurturing prospects and clients

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How marketing automation aids this process

Source - http://commadot.com/wp-

content/uploads/2010/02/MarketingAutomation.png

@AnnStanley

Choosing a

Supplier

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Who are the main suppliers?

Source - http://cdn.chiefmartec.com/wp-

content/uploads/2014/01/marketing_technology_jan2014.png

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Most popular systems

@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

@AnnStanleyForrester Report on suppliers for small

businesses

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SiriusDecisions

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G2 Crowd Grid

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Matrix of suppliers vs features

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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

@AnnStanley

Cheapest package - Infusionsoft

@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

@AnnStanley

Features of our

Marketing Automation

Software

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What are the main features?

http://www.loopfuse.com/marketing-automation.php

@AnnStanley

Naming convention

Anonymous users

Known contacts

Leads

New opportunity

Opportunity Pipeline

Won Opportunity

Lost Opportunity

@AnnStanleyHow 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

@AnnStanley

Initial set-up of MASAll 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

@AnnStanley

Settings profile and settings menus

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Set-up tracking code

Add to your site (ideally via Google Tag Manager)

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Set-up unlimited users

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Set-up logos and media

@AnnStanleySet-up Custom fields for use in forms and

contact database (CRM)

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Opportunity stages for sales process

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Menus

@AnnStanleyCreate (or edit) contact form using

pre-existing fields

@AnnStanleyContact form added via an i-frame onto

your website

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Forms data – who has completed the form

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Importing a CSV list of contacts

@AnnStanleyImporting lists using CSV and mapping field

names

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Lead scoring rules - basic

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Lead scoring rules - customised

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Anonymous and known visitor tracking

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Contact manager

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Contact record

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Life of a lead

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List membership and activities

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Lead score

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Tracking devices

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Editing a record or adding a task

@AnnStanleyTask or meeting sent as email and can

update user’s calendar

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Imported lists and dynamic filters

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Imported list = known contacts

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Unsubscribes (Exclusions)

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Creating a new list

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Creating a dynamic filter (List = high scores)

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Website analytics

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Landing page statistics

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Creating an opportunity

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Linking an opportunity with all contacts

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Opportunity pipeline

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Won Opportunities (live projects)

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Campaigns reports

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Email management

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Editing an existing email

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Broadcast email to lists

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Email history (lists)

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Email stats

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Send email to lead

@AnnStanleyAdWords integration –

campaigns and ad groups

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Ad groups and keywords

@AnnStanleyPlanning a drip or automated email

campaign

1. Requires a trigger or filter – to select segment

2. Followed by a task or workflow

@AnnStanley

Tasks – filter, workflow and actions

@AnnStanley

Coming soon

• Social publishing and other social features

• UK currency and addresses

• Gmail integration (possible through Zapier integration

tool)

@AnnStanley

Examples of social publishing functionality

@AnnStanley

Reporting on social publishing

@AnnStanley

Tracking competitor activity

@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

@AnnStanley

Marketing

Automation

Club

@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

@AnnStanley

MAS boot camp - training and set-upWednesday - 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

@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.

@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)

@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/

@AnnStanley

Thank You!Ann Stanley

ann@anicca.co.uk

07930 384443