Double Your Leads with Marketing Automation
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Transcript of Double Your Leads with Marketing Automation
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Mike Sharkey
CEO and Co-founder, Autopilot
@michaelsharkey
Guy Marion
CMO, Autopilot
@guy_marion
INTRODUCTIONS
#DoubleYourLeads
ABOUT AUTOPILOT
Easy and visual marketing automation that helps you create customer journeys with email, sms and direct mail
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1. Background
2. Getting started
3. Growing with lead nurturing
4. Takeaways
AGENDA
#DoubleYourLeads
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65% feel marketing can do a better job staying in touch
LEAD MANAGEMENT IS A TOP PRIORITY
#DoubleYourLeads
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1. Organize your contacts
2. Get to know your visitors
3. Capture and grow leads
4. Get a quick win
5. Track and improve results
GETTING STARTED WITH MARKETING AUTOMATION
#DoubleYourLeads
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Visits a website Browses pricing Reads a blog postFills out form and becomes “known”
Tries the product
User clicks an ad1
2 3 4 5
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8 Chooses not to buy, goes to Nurture
Clicks an email6
#DoubleYourLeads
CONNECTING THE CUSTOMER JOURNEY
ATTRACT Turn strangers and contacts into leads
ACQUIRE Convert leads
into sales
GROW
Grow revenue and customer loyalty
1 2 3
Nurture
#DoubleYourLeads
NURTURING FRAMEWORK
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DIFFERENT USERS, DIFFERENT NEEDS
Build rich customer profiles and attain performance goals across all stages of the journey for your business
Inside Sales Freemium E-Commerce Consulting
NLs
MQLs
SQLs
Opps
Trial Sign Ups
Paid Accounts
Visitors
Shopping Cart
Abandoned
Purchase
Repeat
Lead Magnet
Call
Close
#DoubleYourLeads
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Top
Middle
Bottom
Conversion
New
Thought leadership Op-ed
Industry trends
Customer proof points Consumer review sites
Call-to-action
#DoubleYourLeads
NURTURING THE CONTENT FUNNEL
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Early Stage“Top of Funnel”
10 days 10 days 10 days to 90 days
Mid Stage“Accelerator”
Late Stage“Action Flow”
#DoubleYourLeads
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April 2015 May 2015 June 2015 Total
% of MQL 7.5% 8.3% 9.6% 8.5%
Opens Clicks Unsubscribe
Early Stage 12.1% 0.8% 0.4%
Mid Stage 48.4% 7.2% 0.2%
Late Stage 43.2% 29.1% 0.1%
AUTOPILOT LEAD NURTURING RESULTS
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Repurpose content and write with a person in mind
Develop content for 3 types of readers
Subject lines: 6-10 words for highest open rates
Be consistent - space your emails 10 days apart
Personalize to deliver 6x higher transaction rates
Send from a real person - not “[email protected]”
Include headshot for an added human touch
#DoubleYourLeads
LEAD NURTURING PRO TIPS
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1. Grow your marketing database by segmenting contacts, tracking activities, and capturing leads with content
2. Get a quick win with a newsletter, offer, or survey that reveals baseline customer engagement and loyalty towards your brand
3. Attract customers and new sales-ready leads by nurturing early-stage buyers with high-converting content and relevant calls to action
#DoubleYourLeads
SUMMARY
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autopilothq.com blog.autopilothq.com
company/autopilot-hq
autopilothq
@autopilotus @michaelsharkey @guy_marion
[email protected] [email protected] [email protected]
Q&A