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Marketing Automationwith ExpressionEngine
1. Intro
2. What is it?
3. Platforms and Tools
4. Integration
5. Use it yourself
6. Next steps
Who I am
Ben Smith
Director of Technology
Vector Media Group
@aBenjaminSmith
ben@vectormediagroup.com
1. Intro
2. What is it?
3. Platforms and Tools
4. Integration
5. Use it yourself
6. Next steps
Everyone is selling something
Regardless if money is exchanged online
● One-time purchases (e-commerce)
● Software as a service (SaaS)
● Informational / Brochure websites
Thousands of visitors
Users have varying needs and desires
Your goal is to increase sales / conversions
Marketing automation aims to sift through the visitor pool to
identify qualified sales leads
Marketing automation aims to sift through the visitor pool to
nurture through sales funnel
● Have more qualified leads for the sales team to contact
The goal
How to measure lead quality?
Who is this person?
How engaged are they?
Marketing automation helps answer these questions
Who is this person?
● Website tracking code (JavaScript, like Google Analytics)
● Tracking pixel in email messages
● Submitted personal information via forms
How engaged are they?
● Have they visited the site multiple times?
● Submitted the "contact us" form?
● Signed up for the newsletter?
● Completed an online transaction?
Jimmy Doe's score = 129
Conversions = SalesRight?
Micro Conversions
Micro Conversions
● Visit the website
● Sign up for a newsletter
● Download whitepaper
● Share to Facebook
● Use "contact us" form
● Sign up for a free trial / demo
● Open an email
● Click link in email
Micro Conversions
● Visit the website +1
● Sign up for a newsletter +5
● Download whitepaper +10
● Share to Facebook +5
● Use "contact us" form +100
● Sign up for a free trial / demo +10
● Open an email +3
● Click link in email +15
1. Intro
2. What is it?
3. Platforms and Tools
4. Integration
5. Use it yourself
6. Next steps
Platforms are similar
● Contacts / leads
● Visitor tracking
● Lead nurturing and scoring
● Email marketing
● Forms
● Landing Pages
● Dynamic content
● Integrate with CRM, drip campaigns, etc.
Platforms are similar
● Robust REST APIs
● API clients
1. Intro
2. What is it?
3. Platforms and Tools
4. Integration
5. Use it yourself
6. Next steps
1. Install tracking code
Should be in a header/footer include or layout template:
{layout="site/.html-layout"}
2. Track micro conversions
Form submissions:
1. Build the form in the platform GUI
2. HTML code is generated
3. Copy & paste into the template
2. Track micro conversions
Form submissions:
<form> that posts to an EE Custom Action
Make HTTP request to REST API with form payload
2. Track micro conversions
Form submissions:
2. Track micro conversions
Gated content / downloads:
1. Intro
2. What is it?
3. Platforms and Tools
4. Integration
5. Use it yourself
6. Next steps
Growing in popularity
Google Trends
Platforms can be expensive
● Can be $1,000s per month
● Medium and smaller firms couldn't afford
● Many companies slow to adopt
● Requires shift in offline marketing/sales activities
Open source / inexpensive alternatives
● github.com/mautic/mautic
● PHP based
● Built on Symfony, uses Composer
● Self-hosted or SaaS
● REST API and official PHP client
1. Intro
2. What is it?
3. Platforms and Tools
4. Integration
5. Use it yourself
6. Next steps
Next steps
● How can you use marketing automation to drive sales?
● Ask your boss to use it on your company site
● Recommend it to your clients
● Use it for personal projects
Caveat
● Marketing automation is a tool
● Content is king
● Need to have solid business model, sales funnel, and user journeys
● Driving visitors to goals assumes you have well-defined goals
Thank Youben@vectormediagroup.com
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