Marketing Automation: Integrating Technology To Create An Engaging Customer Experience
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The document discusses marketing automation and its role in enhancing customer experiences and improving marketing decision-making through data integration. It highlights the importance of leveraging big data, automating lead nurturing processes, and optimizing the customer lifecycle to bridge gaps between marketing and sales. The author provides actionable steps for businesses to enhance their lead management processes and automate operations for better efficiency.
Marketing Automation: Integrating Technology To Create An Engaging Customer Experience
- 1. Marketing Automation Integrating Technology To Create An Engaging Customer Experience gregbeazley.com
- 2. About Me • Australia > London > Cologne • 10+ years Agency & Client-side • Specialise in Marketing Automation and Data-driven Customer Lifecycle Marketing • Senior CRM Marketing Manager at Homelike surfersinadress.com
- 3. Why are you here? Question: How can you harness the abundance of data sources to improve the customer experience and make more effective marketing decisions? Answer: We’ll look at some best practice marketing automation methods to better nurture leads through the sales funnel. Big Data Marketing Automation Customer Lifecycle Use Case Bonus How to apply automation into your day
- 4. What is “Big Data”? • Importance of Data • Access to Technology • Visualise, Manipulate, Predict & Automate
- 5. What is “Big Data”? • What/who for? • Complete picture? • What Big Data is NOT?
- 6. What is Marketing Automation? • An enabler for data-driven marketing • Collects behavioural data • Connects the dots between various data sources CRM Database Marketing Automation Database Customers & Prospects
- 7. What does Marketing Automation do? Landing Pages Forms Segmentations Measurement Pipeline & Revenue Cookie Tracking SMSPURLs for DM Data Management
- 8. What is Marketing Automation trying to optimise? • Revenue Cycle Funnel & Customer Lifecycle • Bridging the gap between Marketing & Sales Marketing Sales Marketing Automation Database CRM Database
- 9. Customer Lifecycle Management How to take Big Data and use Marketing Automation to make it useful
- 10. Traditional Approach • Linear path to purchase • Easy to control • Drop-offs > Re-acquisition ($$$) • Disconnect between Marketing & Sales Acquisition Conversion Small Conversion % Marketing Spend $
- 11. Customer Lifecycle • More prescriptive approach • Effectively map campaigns against the lifecycle • Automate customer experience to help generate pipeline & revenue Conversion Re-permission Relationship Win Back Stickiness Re-purchase Acquisition Conversion Conversion Permission Conversion Targeted
- 12. Relationship • Market in a known way (targeted) • We know who you are and what you like • Nurture them to first-time purchase Acquisition Conversion Conversion Relationship Permission loop Permission Capture Conversion Welcome Triggered Touchpoints Early / Middle / Late Stage Nurture Sales Follow-up / Opportunity / Closed Won
- 13. Use Case: Lead Nurturing • Leveraging Big Data by connecting specialised tools • Automate the complicated and time- consuming tasks • Derive greater insights and conversions
- 14. Old Skool Email Marketing • Email “drip” campaigns • Hope the content is right • Hope for a conversion
- 15. Use Case: The Tools Integrate tools to: • Optimise the lead conversion process • Improve the customer experience with your brand Intelligently “binge serves” content to customers to accelerate them through their decision journey. Ability to report on content consumption and engagement time by persona and vertical. Manage lead acquisition from multiple integrated sources, manipulate and organise data, track behaviour, score behaviour, nurture leads/ contacts via email, SMS, social, and more, synchronise with the CRM and trigger real-time lead alerts for Sales follow-up. Leading CRM that houses all lead, contact, and account data related to the business. Captures behavioural intent data and identifies via a “surge score” which target companies are actively researching your products.
- 16. Using Data to Paint the Customer’s Picture • Use explicit and inferred data • Behavioural data • Leverage existing data to enrich new data Persona IP Location Industry / Vertical Target Account Email Domain Page Visits Content Consumed Job Title / Role Engagement Time Search Term Language Contact Infoname, email, phone etc. Hi, I’m Bob. uniköln: Cologne start- up focused on searching for unicorns
- 17. New Skool Marketing Automation • Dynamic and personalised (Persona, Search Term, Vertical, Language, Buyer-Stage) • Prevent serving the same content twice • Alert Sales when deemed engaged enough Spent 35mins engaging with content (Video, Report, Page, Webinar) video blog report whitepaper Bob
- 18. That’s great! But what should you do now?
- 19. 5 Key Takeaways to action immediately 1. Understand what your current lead management process is 2. Workshop with Sales & Marketing 3. Map out your customer journeys (LucidChart, Visio, etc.) 4. Identify gaps (should there be a Welcome Email?) 5. Think of logical campaigns to fill the gaps (what companies do you think offer a good customer experience?)
- 20. BONUS How to apply automation into your day
- 21. Why Automate Your Day? • Team management overview • Removing silos/bottlenecks • Setting Stakeholder expectations • Monitoring and sharing success • Centralising team efforts • Practice what I preach
- 22. Centralise Your Efforts Brief Forms Quick Reference Guides Creative Template Examples Case Studies Team Performance Current Projects
- 23. Task Management System Automates Brief Form to New Task Better Team Management Team Performance is Tracked Multi-Device and User Access Automates Task Assignment Super Easy to Use
- 24. AUTOMATION RECIPE An automation recipe you can adapt for your own needs
- 25. Task Complete triggers Zapier Start: Finish: Completed Date updates Row Cell Create Trello Card & Assign Team Member Display Campaign Launch date on Shared Calendar Send Brief Alert Completed Date updates Graph Form Data creates new Row Links to Brief Form New Row triggers Zapier Create Event on Launch Date/Time