marketing automation technology decoded
DESCRIPTION
Are you confused about all of this marketing automation technology? Do you want to understand how to connect your website to your email marketing software and your CRM (customer relationship management) platform while measuring it all with Google Analytics? In this presentation: You’ll understand four fundamental technologies required for inbound marketing. You’ll see an example of a complete system using nothing but free tools. You’ll learn what the professional tools offer value and what sets them apart.TRANSCRIPT
Marketing Automation Decoded
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Today’s Presenter
@JonDiPietro
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Marketing Automation Decoded
• What is marketing automation?• Why use it?• Digital Marketing Process• Marketing Automation Technologies• Sample Recipe
What IsMarketing Automation?
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Email Marketing
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Landing Pages
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Lead Management
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CRM Integration
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Social Media Marketing
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Analytics & Reporting
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Why Automate?
• Intelligence• Scalability• Efficiency• Functionality
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How to Automate?• Piecemeal
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How to Automate?• Piecemeal• All-in-one
The DigitalMarketingProcess
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Step #1: Attract• Create Offers
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Step #1: Attract• Create Offers• Promote
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Step #2: Convert• Create Offers• Promote• Convert
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Step #3: Close• Create Offers• Promote• Convert• Close
MarketingTechnologies
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Website• Content
Management System
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Website• Content
Management System
• Forms Module
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Email• Campaigns
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Email• Campaigns• Auto-responders
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Email• Campaigns• Auto-responders• Segments
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Email• Campaigns• Auto-responders• Segments• Reporting
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CRM• Lead Scoring
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CRM• Lead Scoring• Workflow
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CRM• Lead Scoring• Workflow• Reporting
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Analytics• Traffic Sources• Conversion– Rates– Paths– Assisted
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“Super Glue” (Zapier)
Building aMarketingAutomationMachine
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Overview
Calls to Action
Thank You Page
Landing Page
Conversion Form
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Ingredients
WordPressGravity Forms ($)MailchimpSalesforce ($)ZapierGoogle Analytics
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Preparation• Email Segment
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Preparation• Email Segment• Thank You Page
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Preparation• Email Segment• Thank You Page• Conversion Form
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Preparation• Email Segment• Thank You Page• Conversion Form• Landing Page
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Preparation• Email Segment• Thank You Page• Conversion Form• Landing Page• Call to Action
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Preparation• Email Segment• Thank You Page• Conversion Form• Landing Page• Call to Action• Analytics Goal
“All-In-One”Solutions
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Marketing Automation Vendors
Solution Monthly CostInfusionsoft (Plus) $299Hubspot (Professional) $800Pardot (Enterprise) $2,000Marketo (Standard) $3,995Eloqua $4,000
THANKS FOR ATTENDING! QUESTIONS?
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