The document provides an overview of marketing automation, including its purposes of finding new customers, engaging existing customers, and building brand awareness. It discusses how marketing automation can attract, engage, and close leads through tools like email, landing pages, forms, and CRM integration. The document also covers best practices for leveraging automation for targeted campaigns, measuring key performance indicators, scoring leads, designing effective email content and subjects lines, and designing nurture email campaigns.

1. Simple Marketing Automation
Guide from 0 to 60
Kashif Khurshid | Marketing Ops | CaptainAnalytics.com

2. Marketing Automation Purpose
Find New
Customer
• Acquisition
• sell
Engage Existing
Customer
• Retention
• cross sell/
upsell
Brand
Awareness
• Engage
Build Brand
Advocates
• leverage
positive
impressions &
testimonials

3. What Does it Do (Conceptual)
Attract
Engage
Close

4. What Does it Do (Practically)
Email
Quick Landing
Page
Forms
Synch to CRM
Web Analytics
(Basic)
Social (Basic)

5. Leveraging the Marketing Automation Tool
Targeting and Dynamic Enablement of Campaigns to influence Leads
Managing Systems Status & Classifications for each lead
Managing People & Lists

6. Measurements & KPI’s
Tactical
•clicks, opens,
visits, form
fills
Strategic
•opportunities
generated,
conversion
rate, revenue
Operational
•SLA, reasons
for rejections
or recycle

7. Scoring and Predictive Modeling
Purpose of
Scoring Leads
Volume Issue Quality Issue
Improved
Conversion
Rates
Velocity Issue
Must have an
SLA for sales to
work on leads

8. How to Pimp my Scoring Model
CRM Scoring
&
Enrichment
Behavioral
Demographic
Social
Environmental
/ Market / VOC
Intent Level
Data
Additional
Context
(organizational
structure data)

9. Best Practices for Email Content
Trustworthy Relevant
Conversational
Multi Channel
Message

10. Types of Emails
Transactional Promotional Alert
Reminder
Relationship
Development
Communication

11. Purpose for Email (Relationship & Comm.)
Solve a
Problem
Save
Money
Make them
Smarter
Entertain

12. Best Practices for Designing Emails
Responsive Design
Balance on Text and Image with Alt Tags
Use HTML formatted buttons
“From” Name should instill Trust
Testing for Optimization
DONTS: All CAPS, GIF’s, Send @ End of Day, More than 1 Email per Day

13. Subject Line Tips
Educate Ask a Question Offer Solution
Announcement
Popular Topic
or Trend
30 to 50 Characters Long

14. Nurture Email Campaign Tips
Segment
Audiences
Learn From
your Data
Program to
work with
Lead Life Cycle
Use
Personalization
Carefully
Consider
Gating Content
Progressively
Enrich Lead
Profile

15. Questions?
Contact:
KashifKhurshid@Gmail.com
CaptainAnalytics.com
https://www.linkedin.com/in/kashifkhurshid/