An Introduction to Marketing Automation Agenda 1. Who are Force24? - - PowerPoint PPT Presentation
An Introduction to Marketing Automation Agenda 1. Who are Force24? 2. Automation principles Human argument Journeys - components, a look at the components we use Use cases for automation Common mistakes 2. Lead score Is it worth it? What is it?
Agenda
Human argument Journeys - components, a look at the components we use Use cases for automation Common mistakes
Is it worth it? What is it? How do we use it?
What to say? When to say it?
Segment evolution reporting Iterative reporting
But first… Who are Force24?
Force24 is one of the biggest and best UK based marketing automation platforms you’ve never heard
And we are based in Leeds!! We send over 190 million emails per month. 4,000+ marketers rely on the Force24 platform each day. A platform built out of ease of use, drag and drop functionality
I make the difference. I am the glue; I am the magic and I am the energy.
Automation Principals
Let’s start by looking at a definition.
Automatically reacting to contact information presented via many input channels.
What kind of information is presented?:
CRM data - Web site engagement data - Form capture - Time.
How can we react?
Send an email - Send an SMS - Send a letter - Make a phone call - Segment data
Automation Principals - Human argument
Let’s put this into practice… x
Automation Principals
Let’s put this into practice… x
Automation Principals - mistakes
Campaign triggering, should it be always on? Confusion around delays and how they work. Decisions vs physical. Confusion around making decisions AND/OR and NOT Journey flow.. this webinar series. Focusing on opens and clicks
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x
Lead Score
What is it? Lead score, is a simple way to understand the engagement temperature of a contact. 3 Components of Lead Score: Simplicity is KEY
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x Score Decay Threshold
84 99 13 14 74 3
Lead Score - the score
The score must take all trackable actions and apply a number of numeric points proportional for each action. Example:
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Activity Score
Email Open
1
Email/SMS Click
2
Web page view
3
Direct web page view
5
High value page view
10
Goal
20
x
Lead Score - the thresholds
The score threshold upon which we will act. Example:
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Score Action Role
0-39
Do nothing All contacts
40-69
Gentle sales team call Manager and above
70
Expedite All contacts
x
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Source
% conversion rate into business New Business Number Demo booking from website 124 24 30 40-70 Lead score (MId level) 428 7 30 70+ Lead score (High Level) 180 18 32
As you can see, without lead score lead escalation, we would miss approximately 62 new customers each month. This means by using Lead score to identify our hot targets before they convert, we have 2x
How to 2 x your marketing ROI in 1 easy step!
Lead Score is it worth it?
Hell yeah! x
Lead Score - the decay
The rate at which the score diminishes post contact engagement. We believe the influencing factor for decay is human memory and not industry type. With this in mind we have set a 30 day fixed decay value across all clients.
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Personalisation
Dear [firstname], the world has changed significantly! We believe personalisation has 2 key components
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x 1.WHAT 2.WHEN
Personalisation - what to say
What to say… Technology now supports the ability for us to continue a message across the web, rather than simply on email. Let’s take a look…
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Personalisation - when to say it
Timing is everything! Automation is the key to use understanding when to speak.
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Reporting On Success
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In normal times reporting and analysis should be 25%
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But these are not normal times. Your campaign execution reports will be skewed and bare little or no relevance to normal trading. You must act and reduce spend in under performing channels. And it's not to say don’t report, its just to say the 25% of your day spent reviewing and
customers and prospects.
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Audience Segment Reporting
With direct comms we know who we have been talking to. We should embrace a new world of statistics available based on overall audience engagement. Rather than simply looking at individual campaign reports, let's look at how our audiences are changing.
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Audience Segment Reporting - Engagement
Follow the engagement, what does normal look like and can I see opportunities? x
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Adoption of Lead Scoring – the most powerful metric in a marketers tool box.
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Audience Segment Reporting - Lead Score
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Understand how the segment is evolving – protect your audience with your life
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Audience Segment Reporting - Lead Score
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Thanks for your time…
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That’s all folks!
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You can find me at: adam@force24.co.uk
Scan to book a demo: Scan to download the slides:
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