Marketing Automation Implementation
The Walk, Run, Fly guide is where you begin.
This is a guide for exploring and inspiring automation strategies. We will build a foundation of ideas and tactics to get you started. We will highlight best practices currently used by other companies, and then link these concepts to detailed instructions for implementation within your automation platform.
While we will showcase numerous ideas in this guide, automation is only limited by your imagination. We want to be the spark plug in your imagination engine. Don’t limit yourself to our ideas; fly beyond our strategies and write the next chapter in automation.
We want you to start slow with simple, high-ROI tactics that deliver big value for your company. Once you’re comfortable with the basics, we will help you grow into a sophisticated power user.
How the Guide is Organised
This guide is divided into three sections with escalating levels of sophistication – walk, run, fly.
- Walk – Basic automation tactics with universal value for nearly all businesses as they begin to adopt automation.
- Run – Begin using automation to formulate high-value solutions that are specific to an individual business’s needs and situation.
- Fly – Explore general strategies that build upon the tactics you have learned in Run to further drive leads, convert leads to sales and prove ROI.
These are general suggestions. If you require a specific tactic, don’t be afraid to jump ahead to a more advanced section for guidance, and if you need assistance, we will be on hand to help.
THE POWER OF AUTOMATION IS ROOTED IN AN ABILITY TO TAILOR A SPECIFIC SOLUTION FOR A BUSINESS BASED ON THE BUSINESS’S UNIQUE SALES MODEL, FUNNEL, PRODUCTS AND/OR SERVICES SOLD AND THE UNIQUE BEHAVIORS OF EACH LEAD.
Due to the very nature of automation, the tactics and strategies in this guide are increasingly conceptual in the Run and Fly subsections. Our role is to develop ways to adapt these strategies to the unique circumstances of your business.
Route to Market
For the purposes of this guide, we are loosely defining B2B and B2C to correlate with high involvement and low involvement sales cycles.
Here is how we are defining B2B and B2C in this book:
B2B strategies in this guide are based on high-involvement purchases of more expensive products or services. These businesses are characterised by high-value transactions and typically involve longer sales cycles. Generally, each lead is more expensive to obtain and each transaction is more valuable to the business. These types of leads consider much more information prior to the purchase, therefore extending the sales cycle. Your experience purchasing a marketing automation platform for your company is most likely an example of a high-involvement purchase.
With notifications, email automations and dynamic lists, marketing automation allows these businesses to convert more leads to sales while also shortening the sales cycle.
WE WILL USE THE B2B AND B2C CATEGORIES AS A METHOD OF ORGANISING GENERAL STRATEGIES. HOWEVER, REGARDLESS OF WHETHER A BUSINESS IS CATEGORICALLY DEFINED AS B2B OR B2C, THERE IS TREMENDOUS VALUE IN REVIEWING STRATEGIES FROM BOTH ANGLES BEFORE APPLYING THEM TO YOUR UNIQUE SITUATION.
Before you start walking, running and flying through the world of automation, we need to have your automation platform set up correctly.
This onboarding checklist is designed for your company as an audit. When getting started with automation, we’ll go through the following process line-by-line with you. It covers every feature of the platform, and will effectively identify the next steps that need to be taken to get you up and running.
- Either, access to your web site is required, or a site tracking code needs to be given to your web developer to implement your site tracking code.
- Adding a tracking code establishes the tracking of on-site visitors
From here on in the guide, we will assume you have been through your initial onboarding meetings and finished the basic setup outlined above. We will assume:
- The account is set up
- Users are setup
- Tracking code is created and posted
- Any 3rd party services are connected to your account
- Google AdWords is set up
- CRM is set up
- Webinar services are set up
- Social Media is set up
- Text messaging is set up
- All forms have been converted
- Our automation forms improve conversion rates since they can autofill information already available in the database
- The first email is sent to drop cookies on current leads in the database
This section includes a few simple steps to get you moving in the right direction. It should deliver immediate value to your business.
Studies show that following up a prospective customer within the first hour increases your likelihood of converting them into a lead by 700%. This highlights the importance of recognizing when prospects are trying to connect with your business.
Set up automatic notifications for your sales team so they don’t waste a minute filling the top of the funnel.
The power of marketing automation is the ability to seamlessly build relationships with every lead and customer. Gratitude is an important aspect of forging a strong bond.
Set up thank you emails based on behaviours such as filling out a form, visiting from an important email or making a purchase.
Lead scoring is the use of a numerical value to represent the engagement and/or “sales readiness” of an individual lead. Leads with high lead scores can be automatically passed to your sales team to begin the sales process. Leads with low lead scores need to be nurtured with drip campaigns, case studies and other sales tactics until they are sales-ready.
Setting an initial lead scoring model is easy and can be recalibrated at any point, so don’t worry about getting it exactly right. Start experimenting!
As discussed in the Walk section, lead scoring is a great way to quantify the position of your leads in the sales cycle. With notifications triggered by lead scores, you can alert your sales team to leads moving through the funnel. If a lead has earned a high lead score, they are likely to be ready to buy. Notify your sales team to pick up the phone and close the deal!
In the Walk section of this guide, we set up your first drip campaign. Consider using those new skills to create additional drip campaigns for each of your customer segments. Typically speaking, segmenting your pipeline and addressing each segment with a specific drip campaign will lead to higher conversions and more revenue.
By having leads fill out forms for gated content or webinars, you can collect more details about who they are and segment leads based on this demographic information.
Our Marketing Automation Platforms offer excellent integration with WebEX and GoToWebinar. Drive traffic to your form tied to each webinar. This integration allows you to use a form to capture leads and track behaviour without interrupting the webinar platform.
You’ve got it down. Automation is no longer a mystery. You should think about the entire Fly section as combining the various tactics you learned about earlier in the guide to creating new, more powerful solutions. As you “fly”, it’s no longer about segmenting based on demographics or behaviours or using dynamic lists or notifications. Instead, it’s about combining these tactics to create incredibly personalised, engaging and effective solutions that drive more revenue and increase your automation ROI.
The best purchasing experiences are tailored to our unique needs and interests. The sales team can be notified when a lead visits a specific product or service page, so that they can adjust their pitch around the product and build urgency for the lead’s specific needs.
The success of your social marketing strategy is directly related to the footprint and reach of your social network. Use automation to connect all your high value leads, customers and contacts to each of your social networks.
Practice Segmentation Jujitsu
You’re becoming a pro. Use Dynamic Lists to slice and dice your data – this will help you to discover valuable insights.
- Are the customers who are interested in product 1 also interested in product 2?
- If a customer downloads a white paper, are they more likely to purchase a product?
- Are leads from a specific demographic location more likely to buy?
- Which content (eBooks, white papers, case studies) is most valuable to the sales process?
- Can that content be made more prominent on the site to drive more leads?
Dive into Campaigns
We give you the tools to track anything and everything from an automation perspective so that you know what’s working and what isn’t. Use this knowledge to stop wasting resources on ineffective strategies and invest more into the tactics that are working. This will drive more leads back into the top of the funnel.
The comprehensive set of analytics tools allows you to track every lead that enters a business. This is done through:
- UTM codes/referrer IDs
- Dedicated landing pages
- The “How did you hear about us?” question
Uses these tools to optimise your automation spend across your entire funnel.
You are enabled to review your data through the prism of closed-loop analytics. This means looking at all the deals that have been closed and attributing them to the sales and marketing tactics that worked. By looking at your data from the perspective of all the closed deals, you can gain insights on campaigns that are wasting money.
For instance, you might have a campaign that generates 100 leads at a cost per lead of £5, but if only one of those leads becomes a deal, your acquisition cost is £500 for that campaign. Compare this campaign with a campaign that generates 20 leads at a cost per lead of £10. At first, this might seem to be a less efficient campaign, but if half of these leads become deals, your cost per acquisition with this campaign is £20 – a fraction of the former campaign. Close-loop analytics means sitting down to calculate your campaign’s impact on the bottom line.
You need to see the progress you are making. Export the data you are collecting and share the reports via email.
If you forget everything else in this book, remember that automation empowers your sales and marketing process with high-converting, one-on-one communication.
Finishing this guide is just the beginning of your journey. There are no limitations to what you can do.
The magic of automation deserves your creativity. There is so much opportunity to build webs of workflows and dynamics lists that replicate a person-to-person experience.
We are building a library of resources and tools to help you continue your quest. These resources include tools for using your automation platform, strategies for your campaigns and technical support.