Marketing AutomationCrash Course
Artem Daniliants / LumoLink Digital Oy
CEO@LumoLink
Marketingautomationevangelist
13+ yearsexperience in
WebDevelopment
10+ yearsexperience inSearch Engine Optimization
Serial entrepreneurwith companies
in 4 countries
LumoLink
2010 420 3
FoundedIn
Offices in the world
Peoplepersonnel
Languageproficiency
Google AdWords& Yandex DirectCertified Partner
Finland
Russia
Estonia
UkraineOulu and Helsinki
Saint-Peterburg
Tallinn
Kharkiv
We’re global
Our servicesPPC
Development
• AdWords• Facebook• YouTube
• Web development• Facebook apps• Mobile apps
• Content creation• Search engine optimisation
• Yandex Direct• Search engine optimisation• Social media marketing (VKontakte)• Content creation
Digital Marketing
Online marketing
What is marketing automation?Marketing automation is the process of handling repetitive marketing and sales tasks based on predefined workflows.
The aim of automation is to improve marketing productivity and increase ROI.
Example of a repetitive task
Someone buys a head massager from a web store
Shop owner sees a new order and ships it
Once the order is shipped, a status email is sent along with a discount coupon code for the next purchase
!
Automation to the rescue
Someone buys a head massager from a web store
Email contains a discount coupon code
Once the order is marked shipped, the system sends a predefined status email
Marketing automation is all about workflows
User made a purchase on our site
Check if order is over €30
Send email with a coupon code
Trigger Condition Action
Manual vs Automated
0,0 €
50
Manual execution Automated execution
150
Amount of executions
Tota
l cos
t
250 350 450
250,0 €
500,0 €
750,0 €
1 000,0 €
This is where you should consider automation
Examples of marketing
automation workflows
Salesautomation
Personalization Automating simple manual tasks
Dataenrichment
You have to have something to automate first :)
MARKETING AUTOMATION COMPONENTS
Assets
Datasources
Workflow
Desired action
Key performance indicators
Assets Something that a potential customer wants
PDF guidesBlog postsVideosFree trialsFree samplesDiscounts
Data sources
Information for lead profiling
Website statisticsMobile application statisticsEmail statisticsOffline integrations (loyalty programs, for example)
Workflow AutomationrecipeExample workflowIf a visitor fills out our contact form, then send them an email and follow up with an email after 3 days
Desired action
What do we want a user to do?
Purchase products from our siteContact our sales teamLike fanpage on FacebookTell others about the companyLeave a commentOrder our free product catalog
Key performance indicators
Email open rateConversion rateLead scoring
Why is every company not using marketing automation?
It’stechnical
Requires upfront investment
The Paradox of Choice
Do I need marketing automation?
Do you have anything of value that people want?
Marketing automation strategy
Defineclear goals
Step #1
Create a lead-nurturing workflow
Step #2
Define clear and measurable success metrics
Step #3
Test your campaign
Step #4
Start your campaign and improve it iteratively
Step #5
Starting withlow-hanging fruits
Automation workflows which do not require a lot of effort and provide quick wins.
CANCEL CONTINUE
eCommerceShopping cart abandonment
5
B2B WebsiteFree guides and whitepapers
B2C WebsiteContests and discounts
Getting Started for FreeWith Mautic
Mautic is an Open Source marketing automation platform that you can host yourself.
They also offer a free hosted solution.
Mautic overview
And much more. See full list of features here.
Website tracking Lead scoring
Landing pagesAutomated campaigns
Email marketing
Multilingual
Captures visitor activity at a contact level. Allows you to see which pages your visitors are reading both before and after they become known contacts.
Allows for implementation of lead scoring based on actions taken.
Allows you to create landing pages easily without technical knowledge.
Automated campaigns that support email, web, mobile, social, and SMS.
Branded templates, audience segmentation, dynamic content and mobile responsiveness.
Support English, Finnish and Russian amongst many others out of the box.
Start tracking your site
Watch video instruction
Add an asset for lead capture
Watch video instruction
Create a form to capture contact details
Watch video instruction
Create your first automated campaign
Watch video instruction
Mautic can do much more
MauticTraining Videos
Mautic Documentation
Installing Mauticon your own server
WordPress Integration
Thank you!Connect with me on
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