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Marketing Automation
with WordPress
Marketers Unbound
January 22, 2015
Andy McIlwainWhat do I do?
● Developer, Brainrider
● Developer, Marketers Without Borders
● Organizer, Toronto WordPress meetups
● Organizer, WordCamp Toronto 2011-2014
● Contributor, Make WordPress Community
WordPress Quick Hits
Why WordPress?
● 47% of sites running CMSes use WP.
That’s 23% of the web. (Social proof much?)
● 34,000+ plugins. 2,700+ themes. Flexibility!
● It’s (relatively) easy to install and use.
Plenty of documentation, huge community.
“Does it work with
WordPress?”Usually.
Enterprise marketing automation platforms like
Pardot and Marketo integrate with websites.
WordPress is software for managing websites.
Better question:
How well does it integrate
with WordPress?Easily: e.g. Pardot’s plugin, vs.
with some dev work, e.g. following Marketo
docs.
What if we don’t have the
budget / time / resources?
Enterprise-level platforms are an investment!
Let’s “fake it” in WordPress.
(We’re getting our feet wet.)
Marketing Automation Cycle1. Drive visitor traffic to
relevant landing pages.
2. Track activity. Collect
information. Identify leads.
3. Build lead profiles. Adapt
communications based on
gathered insights.
4. Pass qualified leads to
your sales team.
Analytics
Landing
Pages
Lead
Scoring
Lead
Nurturing
Email +
Social Mktg
CRM
Integration
List Mgmt
Forms
What can we do in
WordPress?Out-Of-The-Box
● Landing Pages
Plugins
● Analytics
● Custom Forms
Analytics
Landing
Pages
Lead
Scoring
Lead
Nurturing
Email +
Social Mktg
CRM
Integration
List Mgmt
Forms
PluginsLanding Pages Web Analytics Custom Forms
● Use built-in Posts
and Pages
● Use a page builder,
e.g. Velocity Page
● Google Analyticator
● Google Analytics for
WordPress (Yoast)
● WordPress.com Stats
● Clicky Analytics
● Formidable Pro
● Gravity Forms
● Contact Form 7
● Jetpack Forms
Bringing It TogetherPages, Analytics,
Forms are isolated
features.
How do we bring
these together to
identify leads?
Analytics
Landing
Pages
Lead
Scoring
Lead
Nurturing
Email +
Social Mktg
CRM
Integration
List Mgmt
Forms
Grab this free plugin @ www.leadin.com
Track Form Submissions,
Identify New Leads
When someone
submits any form on
your site, Leadin
creates a profile for
them and tracks their
activity.
Gather InsightsLeadin pulls in contact
information from
around the web, and
lets you organize leads
with tags.
See What Converts
Track conversion
stats directly from
your WordPress
admin area.
Sync identified leads with
MailChimp, Constant
Contact, and others.
Bringing It Together
Analytics
Landing
Pages
Lead
Scoring
Lead
Nurturing
Email +
Social Mktg
CRM
Integration
List Mgmt
Forms
Use segmentation
within your email
service of choice to
tackle email
messaging.
Bringing It Together
Analytics
Landing
Pages
Lead
Scoring
Lead
Nurturing
Email +
Social Mktg
List Mgmt
Forms
Need CRM
integration? Time to
roll out the big guns…
e.g.
CRM
Integration
Custom Forms
LeadIn
PardotScaling For Growth
Required Resources
Pla
tform
Ca
pa
bilitie
s
Thank
You!
Questions? Email me: [email protected]
On Twitter? @andymci
LinkedIn? linkedin.com/in/andymci/
