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? How do we use it? 4. Personalisation What to say? When to say it? 5. Reporting 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 of… 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
Ground Rules
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
x Automation Principals - Human argument Let’s put this into practice…
x Automation Principals Let’s put this into practice…
Free training and support for life Free training and Support for life 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
Lead score
Free training and support for life Free training and Support for life 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: Score Threshold Decay Simplicity is KEY
3 84 14 13 74 99 Who ya gonna call?
Free training and support for life Free training and Support for life x Lead Score - the score The score must take all trackable actions and apply a number of numeric points proportional for each action. Example: Activity Score 1 Email Open 2 Email/SMS Click 3 Web page view 5 Direct web page view 10 High value page view 20 Goal
Free training and support for life Free training and Support for life x Lead Score - the thresholds The score threshold upon which we will act. Example: Score Action Role Do nothing All contacts 0-39 Gentle sales team call Manager and above 40-69 Expedite All contacts 70
Free training and Support for life Free training and support for life x Lead Score is it worth it? Hell yeah! Source Approx. qty % 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 our ROI How to 2 x your marketing ROI in 1 easy step!
Free training and support for life Free training and Support for life 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. 30DAYS
Free training and support for life Free training and Support for life x Personalisation Dear [firstname], the world has changed significantly! We believe personalisation has 2 key components 1.WHAT 2.WHEN
Free training and support for life Free training and Support for life x 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…
Free training and support for life Free training and Support for life x Personalisation - when to say it Timing is everything! Automation is the key to use understanding when to speak.
Free training and support for life Free training and support for life Free training and Support for life Free training and Support for life Reporting On Success
Free training and support for life Free training and Support for life Free training and support for life Free training and Support for life In normal times reporting and analysis should be 25% of your effort. 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 optimising is better spent building timely and sympathetic reasons to communicate with customers and prospects.
Free training and support for life Free training and Support for life x 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.
Free training and support for life Free training and Support for life Free training and support for life Free training and Support for life x Audience Segment Reporting - Engagement Follow the engagement, what does normal look like and can I see opportunities?
Free training and support for life Free training and Support for life Free training and support for life Free training and Support for life x Audience Segment Reporting - Lead Score Adoption of Lead Scoring – the most powerful metric in a marketers tool box.
Free training and support for life Free training and Support for life Free training and support for life Free training and Support for life x Audience Segment Reporting - Lead Score Understand how the segment is evolving – protect your audience with your life
Free training and support for life Free training and Support for life Free training and support for life Free training and Support for life x Scan to book a demo: That’s all folks! You can find me at: adam@force24.co.uk Scan to download the slides: Thanks for your time…
Free training and support for life Free training and Support for life Free training and support for life Free training and Support for life x Q&A
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