When developers repeat a task twice, they build a tool to automate it. When we marketers repeat a task ten times, we keep at it semi happily. Like posting on five social media platforms, Tweaking our ad campaigns, or sending out newsletters. All relatively manually – at least it's mostly digital these days. Thankfully, the past five years have brought up a ton of opportunities for automating our marketing efforts. Tools like Hubspot, Mailchimp, Zapier, and Slack have given us non-code solutions for many problems that would have been very expensive custom solutions. Sending out personalized email series, adjusting your ad campaigns bids with rules, and getting a message in Slack about a high-value lead that has just come in, is now only a matter of time. That's why we take the time to share with you our marketing automation best practices like: ∙ Fixing your content pipeline and scheduling posts with Asana, Buffer, and Hootsuite ∙ Maximizing the profitability of your Facebook ads with two rules ∙ Capturing leads with surveys and giving a lead score in your CRM ∙ Getting a message in your Slack channel about high-value leads ∙ How to ask the customers with good experiences to write a public review ∙ and so much more (send us your ideas or questions)

1. MEETUP
AUTOMATION
FOR BUSY
MARKETERS
Mar 4th
2020

2. • Founder since 2008
• Growth Marketer
• Host of Pirate Skills
• I believe in a vision of
marketing as code
BEN SUFIANI

3. • A Vision of Marketing as Code
• Auto scaling Facebook Ads
• Publishing content on autopilot
• Following up faster with leads
• Get sales signals as notifications
• Questions & Rum
TODAY’S JOURNEY

4. • A Vision of Marketing as Code
• Auto scaling Facebook Ads
• Publishing content on autopilot
• Following up faster with leads
• Get sales signals as notifications
• Questions & Rum
TODAY’S JOURNEY

5. A VISION OF
MARKETING
AS CODE

6. When developers
repeat a task twice,
they build a TOOL
TO AUTOMATE it.

7. When we marketers
repeat a task 10x,
WE KEEP AT IT
…semi happily.

8. 30 POSTS PER MONTH...YEAH

9. STEP IN THE RIGHT DIRECTION

10. A HOMEPAGE IS CHAOS...

11. …COMPARED TO A FUNNEL

12. ACQUISITIONTRAFFIC
ANALYTICS
LANDING PAGE
EMAIL SERIES
CONVERSIONS
ACTIVATION
RETENTION
REFERRAL
REVENUE

13. What if we had
a SYSTEM
for the whole
CUSTOMER
JOURNEY?
ACQUISITION
ANALYTICS
ACTIVATION
RETENTION
REFERRAL
REVENUE

14. A SIMPLE FEEDBACK SYSTEM

15. GROWTH
ROADMAP
CONVERSION
OPTIMIZATION
CONTENT
& STORY
DATA &
ANALYTICS
TRAFFIC
GENERATION
FUNNEL
BUILDING
GROWTH

16. Let’s build a
FEEDBACK LOOP
for our journeys

17. • A Vision of Marketing as Code
• Auto scaling Facebook Ads
• Publishing content on autopilot
• Following up faster with leads
• Get sales signals as notifications
• Questions & Rum
TODAY’S JOURNEY

18. AUTO SCALING
FACEBOOK ADS

19. WE MANAGE 100’s ADS

20. FB AUTOMATED RULES

21. OUR 6 FAVORITE FB RULES

22. #1 SCALE PROFITABLE ADS
• Apply to: All active campaigns
• Action: Increase daily budget by 10%
• Maximum daily budget cap: 200€
• Action Frequency: Once daily
• Conditions: ROAS > 5
• Time range: Last 7 days
• Schedule: Daily

23. #2 STOP UNPROFITABLE ADS
• Apply to: All active campaigns
• Action: Decrease daily budget by 10%
• Minimum daily budget cap: 1€
• Action Frequency: Once daily
• Conditions: ROAS < 5
• Time range: Last 7 days
• Schedule: Daily

24. #3 SCALE UP CHEAP LEADS
• Apply to: All active campaigns
• Action: Increase daily budget by 10%
• Maximum daily budget cap: 300€
• Action Frequency: Once daily
• Conditions: Cost per Lead < 10€
• Time range: Last 7 days
• Schedule: Daily

25. #4 SCALE DOWN IF TOO €€€
• Apply to: All active campaigns
• Action: Decrease daily budget by 10%
• Minimum daily budget cap: 1€
• Action Frequency: Once daily
• Conditions: Cost per Lead > 10€
• Time range: Last 7 days
• Schedule: Daily

26. #5 TURN OFF ANNOYING ADS
• Apply to: All active ads
• Action: Turn off ads
• Conditions: Frequency > 3
• Time range: Last 3 days
• Schedule: Daily

27. #6 TURN ON AFTER PAUSE
• Apply to: All active ads
• Action: Turn on ads
• Conditions: Frequency < 3
• Time range: Last 3 days
• Schedule: Daily

28. LEARN MORE – FB RULES
• https://www.facebook.com/business/help/1694779440789213
?id=295312871325091
• https://www.socialmediaexaminer.com/how-to-use-facebook-
automated-rules-manage-facebook-ads
• https://revealbot.com/blog/facebook-ads-automation
• https://uni.aitarget.com/tutorials/optimisation-on-facebook-
and-instagram-part-2-of-2-automation-rules

29. Let’s automate
to save time
managing ads &
SCALE FASTER

30. • A Vision of Marketing as Code
• Auto scaling Facebook Ads
• Publishing content on autopilot
• Following up faster with leads
• Get sales signals as notifications
• Questions & Rum
TODAY’S JOURNEY

31. PUBLISHING
CONTENT
ON AUTOPILOT

32. WE POST & SHARE 80x a WEEK

33. THE PROMOTION TEMPLATE

34. SOCIAL MEDIA TOOLS
• Native scheduling tools on the platforms
• Buffer (better at scheduling)
• Hootsuite (better at monitoring)
• Later or Iconosquare (or Instagram)
• MeetEdgar (evergreen content schedule)
• CoSchedule (editorial calendar)

35. BUFFER – POST SCHEDULING

36. ONE POST – ALL PLATFORMS

37. ONE POST – ALL PLATFORMS

38. LEARN MORE – PUBLISHING
• https://buffer.com/resources/social-media-automation-guide
• https://ecommerce-platforms.com/articles/social-media-
marketing-automation
• https://sproutsocial.com/insights/social-media-automation
• https://buffer.com/resources/social-media-automation-guide
• https://coschedule.com/blog/automate-social-media-posts

39. Let’s automate to
increase our post
CONSISTENCY

40. • A Vision of Marketing as Code
• Auto scaling Facebook Ads
• Publishing content on autopilot
• Following up faster with leads
• Get sales signals as notifications
• Questions & Rum
TODAY’S JOURNEY

41. FOLLOWING UP
FASTER WITH
LEADS

42. NICE LANDING PAGE, BUT…

43. EVEN WITH A/B TESTS, BUT...

44. …IF THE FOLLOW UP IS SLOW
VISITORS
10987
LEADS
654
SALES
3

45. EMAIL AUTOMATION TOOLS
• Mailchimp (simple B2C)
• Active Campaign (advanced B2C / B2B)
• Hubspot (All-in-one B2B solution)
• Intercom (B2B email, notifications, chat)
• Sumo (email popup on website)
• Zapier (no-code connect everything)

46. WELCOME & FOLLOW UP MAIL

47. AFTER PURCHASE MAILS

48. ZAPIER – CONNECT IT ALL

49. ZAPIER – ENRICH YOUR DATA

50. ZAPIER – GET ALL DETAILS

51. LEARN MORE – AUTOMATION
• https://digitalmarketinginstitute.com/en-eu/blog/the-ultimate-
guide-to-marketing-automation
• https://neilpatel.com/what-is-marketing-automation
• https://mailchimp.com/marketing-glossary/email-automation
• https://www.activecampaign.com/learn
• https://academy.hubspot.com
• https://jimmyrose.me/zapier-tutorial

52. Let’s automate so
our leads have a
NEXT STEP to do

53. • A Vision of Marketing as Code
• Auto scaling Facebook Ads
• Publishing content on autopilot
• Following up faster with leads
• Get sales signals as notifications
• Questions & Rum
TODAY’S JOURNEY

54. GET SALES
SIGNALS AS
NOTIFICATIONS

55. A CRM IS A START, BUT...

56. …CONTACTS ARE NOT DEALS

57. GET AN ENGAGEMENT PULSE

58. ZAPS END IN A NOTIFICATION

59. FB MESSAGE > NOTIFICATION

60. LP > CALENDLY > MESSAGE

61. LP > CALENDLY > MESSAGE

62. LP > CALENDLY > MESSAGE

63. LEARN MORE – ZAPIER
• https://zapier.com/learn
• https://www.youtube.com/watch?v=6WVeIYjTwyg
• https://premium.wpmudev.org/blog/zapier-wordpress-form-
integrations/
• https://www.gethighlights.co/blog/email-marketing-teardown-
zapier

64. Let’s automate to
get a feel of our
BEST LEADS

65. GROWTH
ROADMAP
CONVERSION
OPTIMIZATION
CONTENT
& STORY
DATA &
ANALYTICS
TRAFFIC
GENERATION
FUNNEL
BUILDING

66. GROWTH ROADMAP
FUNNEL BUILDING CONVERSION OPTIMIZATION
CONTENT & STORYTELLING
DATA ANALYTICS
TRAFFIC GENERATION
Workshop | Apr 1st
2020 ri||
Workshop | Apr 15th
2020w
Workshop | May 6th
2020zz
Workshop | May 20th
2020 |
Workshop | Jun 3rd
2020aai
Workshop | Jun 17th
2020a|
growth.pirateskills.com

67. growth.pirateskills.comgrowth.pirateskills.com

68. AARRR METRICS
GROWTH
MARKETING
TREASURE MAP
and the
ACQUISITION
ANALYTICS
ACTIVATION
RETENTION
REFERRAL
REVENUE

69. DEMOGRAPHICS

70. INTERESTS

71. ALL TRAFFIC - SOURCE/MEDIUM

72. SITE CONTENT - ALL PAGES

73. SHOPPING BEHAVIOR

74. BEN SUFIANI
ben@pirateskills.com
+49 1522 6389102
@bensufiani