Learn how to utilize different marketing automation tools & platforms to convert leads.

1. How To
Convert Leads
Through
Marketing
Automation

2. Today’s Agenda
Discuss:
Essence of Marketing Automation
Think:
Developing Marketing Automation Strategies
Study:
Marketing Automation + Lead Conversion hacks
Try:
Building out your own Marketing Automation + Lead Conversion Strategy
QnA

3. Marketing Automation - what is it?
Marketing automation is the use of software to automate marketing processes
such as customer segmentation, customer data integration, and campaign
management. The use of marketing automation makes processes that would
have otherwise been performed manually much more efficient, and makes new
processes possible. Marketing automation is an integral component of customer
relationship management.
Source: SearchCRM
Marketing automation is a category of software that streamlines,
automates, and measures marketing tasks and workflows so that
companies like yours can increase operational efficiency and
grow revenue faster.
Source: Marketo

4. Marketing Automation - what is it?
Marketing automation refers to software platforms and
technologies designed for marketing departments and
organizations to more effectively market on multiple channels
online (such as email, social media, websites, etc.) and automate
repetitive tasks.
Source: Wikipedia
At its best, marketing automation is software and tactics that
allow companies to buy and sell like Amazon – that is, to nurture
prospects with highly personalized, useful content that helps
convert prospects to customers and turn customers into delighted
customers. This type of marketing automation typically generates
significant new revenue for companies, and provides an excellent
return on the investment required.
Source: Hubspot

5. AirBnb
http://bcove.me/hu0926h2

6. Email Marketing
Dynamic Content
Personalisation
Social
Phone Numbers
Experience
Program
Automation
1-1 Relationship
Content Generation
Translation
Community
Relevant
Attentiveness
Learn about
challenges
5 Million

7. ?

8. ● 100,000 registered users in 2008
● 4M registered users within 15 months

9. Invitation eDM - sent to friend Success eDM - sent to referrer

10. What happens when you refer a friend to Dropbox?
1. Your invited friend gets an email from Dropbox on your behalf
a. If he clicks, send him to the dropbox welcome page with his friend’s referral ID
b. If he doesnt click, send him a reminder email after 3 days?
2. If invited friend registers for a dropbox account
a. Credit 500mb of extra space to the referrer
b. Send referrer a success email
c. Send invited friend an email confirmation to thank him
d. Begin welcome journey email chain for friend, hopefully get him to refer more friends
3. and the viral chain continues...

11. What if Dropbox didn’t have an automation process?
1. Where would invitations go?
2. Who would send them, and when would they be sent?
3. How would they match an invited user to the friend who referred them?
4. How would we reward successful referers?
Sounds like a painful process that cannot scale.
4 million new users?
The referral programme would simply fall apart.

14. Marketing Automation
helps you to synchronise all
your marketing activities across
different channels and data points
to meet marketing objectives.

15. Marketing Automation
helps you to synchronise all
your marketing activities across
different channels and data points
to meet marketing objectives.
What’s the difference?

16. Marketing Objectives
that drive the Automation Process
and more...
Generate/Convert Leads
Customising User Experiences (UX)
Incite Customer Repurchase
Increasing Customer Order/Lifetime Value
Improve Loyalty and Retention
Managing Churn

17. Marketing Activities
synchronised with Automation
Email Marketing
Content Management / Personalisation
Customer Segmentation
Campaign Orchestration
Website Tracking/Analytics
Cross-channel Targeting
A/B testing and more...

18. Objective vs Activity?
- Showing him a popup, asking him to subscribe to the newsletter
- Capturing user information as a means for personalisation and retargeting
- Sending him an email with his welcome voucher
- Increasing new subscriber > first-time customer conversion rate
- Automatically applying subscriber voucher code on the checkout page
- Displaying a countdown timer to let user know that voucher is expiring in x days
A New Visitor to an
Online Shopping Destination

19. Objective vs Activity?
A New Visitor to an
Online Shopping Destination
- Showing him a popup, asking him to subscribe to the newsletter
- Capturing user information as a means for personalisation and retargeting
- Sending him an email with his welcome voucher
- Increasing new subscriber > first-time customer conversion rate
- Automatically applying subscriber voucher code on the checkout page
- Displaying a countdown timer to let user know that voucher is expiring in x days
BOLD = Objective Red = Activity

20. Benefits of Marketing Automation?
1. It improves efficiency by allowing business units to more easily execute their
activities and deliver on their objectives.
2. It empowers marketers to think about what to do instead of how to do it.
3. It allows you to focus on strategy, enabling you to test quickly and refine
regularly through a dependence of many moving parts automatically working
in tandem.
4. It builds a sense of ownership among operational staff as they will be
encouraged to design processes instead of simply executing campaigns.

21. 1. Think about your business objective and what you
are trying to solve for.
2. How are you currently meeting your objective?
3. What difficulties are present?
4. What is the next level of improvement to introduce?
5. How can automation help you enable or manage
these processes better?
Beginning to Develop a
Marketing Automation Strategy

22. Tips: Navigating Marketing Automation
1. Look for a single provider that is able to provide for most/ if not all of
your use cases
2. Always do compatibility checks before proceeding
3. Be best friends with your IT department
4. Hire people who can work without a framework, involve them in the
procurement of any sort of tools
5. If you get stuck anywhere, always put the customer first
6. Make testing a big part of your automation process
7. The best vendors also provide some sort of consultancy and are
willing to share their product development roadmap with you

23. Other Interesting Case Studies
● Tripadvisor - https://www.getvero.com/resources/guides/tripadvisors-unfair-advantage/
● Asos - AList: https://www.ometria.com/blog/asos-new-loyalty-programme
● Amazon - https://www.getvero.com/resources/guides/the-amazon-experience/
● AirBnB - https://www.getvero.com/resources/the-retention-email/