Marketing Automation. Brendan Hampsey. Head of Digital Grey Matter

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1 Brendan Hampsey Head of Digital Grey Matter

2 What is? Software platforms and technology designed specifically to automate marketing actions building a 360 customer view. Repetitive Actions for example: Social Media Marketing Implementing marketing automation doesn t make a marketers job irrelevant but it makes it more efficient and effective!

3 The Role of the Marketing Lead Ever-changing spectrum of duties and the list is always growing! Social Media Online Marketing SEO & SEM Website Analytics Affiliate Marketing Marketing

4 The Aims of Attract new leads Generate sales Increase revenue Develop relationships And do all of this in the simplest way possible!

5 The Benefits Easily & effectively engage with inbound web/social media traffic Tailored communication with outbound campaigns Ability to scale running multiple campaigns at the same time Gain a single view of the customer, relationships & behaviour Measure campaign ROI Forecast potential revenues based on that behaviour

6 Key Features Marketing & Store customer and prospect records Automate a multi-touch marketing campaign Talk to other platforms using API integration Automate tasks and set-up workflow processes

7 Social Media Social Listening Monitoring digital conversations to understand what customers are saying about a brand and industry online Share to Social Like this page or share with a friend functionality Social Sign-on Signing into your website with social media logins allowing targeted content to be shown

8 Platforms & Tools Basic Platform Examples MailChimp Lead Forensics Hootsuite Google Re-Marketing Integrated Platform Examples Hubspot Marketo Eloqua Ontraport Most market leading platforms can be integrated seamlessly with business platforms, such as Microsoft Dynamics through API this means everything can be joined up.

9 The Process: Step One Create a workflow of the s that will be distributed to your leads when triggered look at different areas and topics on your business.

10 The Process: Step Two Build your targeted list for your s to be sent to.

11 The Process: Step Three The nurturing begins! The first will be automatically sent to the persons address.

12 The Process: Step Four A few days pass it s time for the second contact.

13 The Process: Step Five Retrospective Segmentation lists will be divided by contact details, website activity and reactions to the automated s. Leads will be score and weighted by their actions to allow for more targeted s and contact.

14 The Process: Step Six Make the Call! The contact list should now be clued up on what your business does, so now it s time for your sales team to make the calls and generate the sale.

15 The Process: Step Seven After Sales Up sell and cross sell further s. Customer satisfaction survey.

16 Content Blog posts Prize draws Webinars News articles Recently completed projects Special offers New products / services offered

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18 The Future Currently, a bit disparate regards capability Further integration with other platforms Better integration with websites and landing pages Further development of end-to-end business solutions Further development of Business Intelligence tools and AI Creation of a full packaged solution