Marketing Automation Introduction Tutorial

1.2 Introduction

This is Matt Bailey, President of SiteLogic, presenting Marketing Automation. In this introduction, we're going to talk about the potential of Marketing Automation and why it is so exciting to be understanding how you can implement really just simple methods of automation and grow very quickly into very complex. Very involved methodologies in order to grow your client base, attract new customers and to deepen relationships you have with your existing customer base.

1.3 Developing New Models

What I love about marketing automation is that it is forcing people to develop new models and to define models where they may not be in existence. What I mean by that, is that there may be processes inside of your own company that are unclear about how to follow up with new leads. How to market to new leads or even how to take care of existing customers. How do you define an ongoing relationship, and how do you grow customers to become what you want them to become? Long-term, lifetime customers. If you haven't defined those areas, the marketing automation may be a stumbling block to you. But don't let it stumble you for long. Use it to develop specific guidelines and models that are necessary for your company to grow.

1.4 Biggest Automation Obstacle

You're not alone. Because, in a recent survey, when asked, what is your biggest marketing obstacle to marketing automation, the number one response was a lack of effective strategy. That is so important. Because even more than a lack of budget, people recognized the fact, that we don't have a cohesive, or comprehensive strategy, that will enable us to implement marketing automation. We don't have rules to find. We don't have customer objectives to find. We don't know what we are doing. In fact if you look at the next few responses. There's a lack of training and knowledge. There's an inability to prove return on investment, and not using the right metrics to define success. Let's look at this a different way. Budget is a small process when it comes to implementing marketing automation. Budget is not as much of a concern as really knowing what are we doing? And how do we know we're doing it right? And how do we measure ourselves so that we can adjust if we need to? Those are big questions. The hindrances to establishing a good marketing automation campaign is a lack of strategy, a lack of understanding, and a lack of knowing what's going on. Really what it comes down to is companies are asking the most fundamental questions not just of marketing automation but of their entire marketing program. Who are we trying to reach? How are we going to do it? And what do we even do? These are major questions when it comes to marketing automation. And while it sounds good on the surface, I tend to think a lot of marketers think that marketing automation means that a lot of their mundane marketing tasks will be taken care of because that's what automation does, right. Well unfortunately like any machine you have to define what the machine should do, you have to give it the instructions.

1.5 Marketing Automation Basics

And so what marketing automation does, is it takes the instructions that you provide and it implements those. Now, unfortunately, what people realize when they start a marketing automation program, is that they may not have those rules to find. They don't have those instructions clearly defined. And so as a result, there's nothing to automate. And so that's why we need to understand that we start small with automation and then we can grow into large, comprehensive programs where we can see amazing results. It starts small. At its simplest, marketing automation is really a rule that if this happens, then do that. From a programming standpoint, we call it, if x happens, then do y. And we define what is the event, and then, what is the response to the event? You'll be very familiar with this because there's a lot of automation that's already been around for years. However, recently with the explosion of big data and the ability to define specific events, it's now captured the mainstream. But let's go back and look at an automation feature that you've seen already and is in widespread use If you subscribe to a newsletter and you get an immediate response thanking you for this subscription. Well, then you've experienced marketing automation. You've taken an action, and there has been a defined response. Now, I'm sure everyone has experienced this type of marketing automation. Especially if a company is using an email service provider. If you subscribe to their updates or their news feed, then you're automatically going to receive a thank you. That's automation in progress. Rather than someone taking the time to create and send a thank you and a human doing that every time that comes in. That's a simple automated task that you've subscribed, and then a machine takes that instruction, and the subscription results in sending a thank you. If you've ever abandoned a shopping cart and then received an email reminding you, or even providing an incentive, that's automation as well. Retailers are able to know that if you have an account there and you've left something in the cart, that they can contact you. And just that act alone helps people to respond, complete the conversion and move through the transaction. Another method of automation is after you've completed the transaction sending your receipt, sending you a thank you. Any type of follow up that is programmed after that, that is automated marketing. Now, we can develop past that, because while those are more functional and more transactional based emails. We can grow them, and make them more marketing oriented, based on actions that people take throughout our buying cycle, or customer cycle.

1.6 Data Drives Action

So for example, if a user's credit card is declined for a monthly subscription, then they get an email letting them know to validate their account info or update their credit card. Many times you'll even get a notification that your card is going to be charged, maybe 30 days or 60 days out. And so you can take action if you know that you've received a new card there. Or maybe something in an app or a software asks you a specific question about your job title or position within a company, or even your job function. The way you answer that, in a check box or a radio button helps the owner of that software or that app know if you are in a specific target market. So they may speak to you specifically, on one hand, with very specific information if you're a business owner. If you're an employee, you may just get emails about how to increase the usage, or how to integrate that into your company. If you're the owner, then they may do some more selling, and more promotion, and more specific emails to you that way. Or if you're provider, how to grow your business using their business or their product. You see, by understand who's in your audience, you can talk to them differently. And using automation helps you define who these audiences are, and then enables you to take content that you have and move that specifically to those audiences. Now the key here is content that you have. You see, if you don't have specific content for owners, or for customers, or for providers, as an example, then you have nothing to automate. So it requires a fluid response and a planning and preparation, of how am I going to segment my communications. What am I going to say to specific groups of people? And as you define those conversations, then you can create them and then you can automate them.

1.7 Define Audience, Rules, and Messages

The problem is, a lot of people jump into marketing automation planning to take over their marketing, but in a sense, they don't know what they're saying yet. They haven't defined conversations, or even more, they haven't defined specific groups of people that they're going to talk to. If you're going to segment your audience into different groups, then you need to segment your communications. And that means you have to have strict established rules of how you are going to communicate to your customers. The problem is, in a recent survey, that when people were asked to describe their marketing campaigns and their processes, most people, 70%, said that they either didn't know the established process that the company should follow, or even, that they had a process but it wasn't consistently applied. Only 30% of respondents said that we have an established process of how we communicate to customers throughout their entire cycle. Only 30%. So when it comes to marketing automation, companies that want to take advantage of marketing automation and grow their sales and grow the responses, as well as handle everything that marketing automation has to offer. That means they need to establish marketing campaigns with clearly established processes, messaging, and customer pathways already defined. That's the key for marketing automation, and this has been the introduction for marketing automation with Matt Bailey, President of SiteLogic.

  • Disclaimer
  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.

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