Marketing Automation Primer

Tom HudakCommercial Marketing Manager, the Americas

Keithley Instruments

The Marketing Automation Process

Source: Marketo

Marketing Automation Basics

1. Promotional Email Platform such as SilverPop B2B

2. Lead Nurture Email Campaigns Automate Delivery of Message to Low Ranked Leads Frees Inside Sales Resources from Customized

Emails Individually Delivered3. Target Account/Sales Territory Programs

Achieves 1-to-1 Personalization while Minimizing “Live” Inside Sales Resources

4. Email, Microsite, Web Form & Nurture Campaigns to Create and Nurture Leads

Example: Apps Knowledge/Promotional Content Offer Maps for Database Cultivation and Lead Nurturing Turning Contacts into Prospects for Sales to Convert

Example

Webinar

Article

Product Demo

Application Consultation Offer

Initial InquiryFulfillment

Targeted Communication

TargetedCommunication/Conversion bySales

Targeted Communication

• Move prospects further down the “interest/evaluation/selection” funnel via a series of communications and offers that are:– Tailored to their last expressed area of interest – Designed to move them ever further down the funnel for conversion to customers/sales

Targeted Emails = Higher Returns

• Forrester

9x Revenue Increase…..32x Profit Increase

• Forrester

50% = Web operators say it improved quality of online marketing.

• The Aberdeen Group

Conversion rates went from 1-2% to 3-4%

Email Exchange Drives Behavorial Retargeting

Accurately measure customer web and campaign activity dataEasily create customer segmentsAutomatically generate marketing campaigns

Visitors Webtrends Analytics

Data Connectors

How it Works - Webtrends Analytics

Standard data captures for e-commerce:

Products Viewed by Visitor ID (VID) Products Abandoned by VID Products Purchased by VID On-site Search by VID External Search Phrase by VID

Standard data captures for lead generation:

• Pages Viewed by VID• Downloads by VID• Scenarios Completed by VID• Onsite Search by VID• External Search Phrase by VID

Capture VID & cookie visitor

Link VID to

Behavior

Automate data

stream to email

provider

Create segments in email solution

Deliver targeted messages