Using marketing automation to manage customer thank you and brand reputation, layered contact forms for lead qualification and lead nurturing through conversion is a an essential part of digital e-mail marketing strategy for any business. Higher productivity through automation leads to higher profits and accelerated growth.

1. MARKETING
AUTOMATION
3 AUTOMATIONS FOR EVERY BUSINESS

2. The Holy Grail of Marketing is Automated
Digital Personalization at Scale
McKinsey & Company, March 2017

3. Customer
Marketing
It's not often that you find something that
multiple businesses can use and use
effectively to manage customers and customer
relationships. Marketing Automation allows
you to engage, nurture and groom customers
to become Advocates for your business using
digital personalization. Here are 3 Marketing
Automations that will change your profitability
and productivity and help you grow your
business.
Digital Marketing
Marketing to Advocates, Passives and
Detractors

4. 1.
CUSTOMER
THANK YOU
Customer Satisfaction and Net Promoter Score
Automations to Manage NPS Segments
Updating CRM to forecast Customer Value
Leveraging Social Media to Say Thanks
Valuing Customer Relationships
Cross-Sell, Up-Sell and Evangelize

5. Net Promoter Score
Managing Satisfaction is a Simple 5 Question survey:
How likely are you to recommend us to a friend?
How likely are you to purchase again?
What 2 things can we improve in the future?
What 2 things did you like most?
Is there anything else you would like to share?
Customer
Satisfaction

6. Net
Promoter
Scale 0-10
Customer Satisfaction can be measured from
elation to complete frustration with a simple
scale from 0 -10. It works like this:
Detractors
Passives
Advocates
9-10 - Advocates elated with your brand
7-8 Passive who think your brand is good
0-6 Detractors who are negative to your brand
%Advocates - %Detractors = NPS

7. Manage Sentiment
with Automation
Have Advocates Evangelize Your Brand and
Manage Passives and Detractors to Keep
Sentiment focused on the Positive
Advocates
Request Referrals
Request Reviews
Request Media Placement
Use Marketing Automation and structured e-mails after survey results are received:
Passsives
Embrace Feedback
Seek Clarification
Accept Suggestions to Improve
Detractors
Accept Feedback
Apologize if Needed
Remain Positive
Use CRM to identify the segments and marketing treatments to have customers improve their support
for your brand. Assess the financial values of segments and understand potential positive and negative
impact of sentiment and actively manage it.

8. A picture is worth a thousand
words. A contact form is not.
-Chris Daly, TBG Marketing

9. 2.
Automation
& Forms
Basic Form for Subscribing: e-mail
Basic Form for Contact: Name and e-mail
Form Content Expands for New Objectives
Integrate forms to CRM to OptimizeEvolving Customer Profiles
FORMS VARY BASED ON OBJECTIVES AND USE

10. Automating the Form
Design and Build Secondary Forms to Assess Complicated Service or Product Sales
Automate Form delivery based on interest in the original form and write back to CRM.
Follow the write back with Assignment Processing and Deal Stage management
Assign the Deal to Sales and pre-sale Nurturing
Basic Form
Name & e-Mail to CRM
New or Existing
Existing goes to Sales
New Goes to Qualification
Build Automated Workflows to move customers through forms and toward deals.
Qualification
Detailed Forms for Service
Budget, Type, Timing, etc.
Form writes to CRM
Set Deal & Stage Value 5%
Send to Sales & Nurturing
Nurturing
Enforce Value Proposition
Experience Case Studies
Educate and Nurture
Proposal and Offers
Ease Sales Conversion
Every contact in CRM should have a Deal Value, use stages to set the Value between 0% - 100%
Forms based on Forms and Write Back to CRM

11. 3.
Automate
Lead Nurturing
Deliver your Brand Value Proposition
Use Video, Case Studies, Service Papers and
Testimonials to Showcase Experience
Gradually Educate Customers and Invite them to
Engage with your Brand
Use the Value Proposition Framework: Features,
Benefits, Real Reason to Believe
Automate the Nurturing Process with Breaks for
Completions or Advancing the Pipeline
Chasing Leads Costs Time & Money

12. Automating
Lead Nurturing
Lead Nurturing educates customers about
your brand products and services and grooms
the customer to engage as a Lead. Using e-
mail marketing, branded content and a
collection of forms you can manage the
customer through the sales pipeline to be
ready to convert without spending time on the
phone answering the same question every
day. Let's take a look at how it works
Groom the Customer for Conversion

13. NURTURE
Touchpoints designed to convert
WELCOME E-MAIL
All contacts to CRM with Deal Value
AUTOMATION: Custom content blocks
AUTOMATION: Campaign tracking urls and
Event and Goal tracking (e.g. videos)
AUTOMATION: Append click behavior to
CRM contact record for targeting
TRACK AND EDUCATE CUSTOMERS
Product/Service specific Content
Blog Content, Case Studies, Videos
AUTOMATION: Track video usage and
append to CRM
AUTOMATION: Provide surveys, forms and
guides to customers to engage them with
service selection
Testimonials, Awards, Statistics to give
contacts reason to believe claims
OFFERS TO CONVERT
On-going offers to convert
Graduate the offers from full-service to
testing and trials
AUTOMATION: Offer tracking to CRM, score
Contacts and Advance Deal Stage
AUTOMATION: On-boarding on Win

14. Automate
Automate Thank You and Reputation Management
Automate Advocates and Evangelists
Automate Multi-Form Contacts to Qualify Leads
Automate CRM to Score, Tag and Segment
Automate Lead Nurturing to Groom Lead
Automate Deal Staging and Value
Automate On-boarding and On-going Nurturing
Automations Drive Profitability
At TBG Marketing we develop marketing, sales and
service automations to free up your time, manage
customer experience, groom leads and drive
qualifications to accelerate the sales process. On-
going management, monitoring and CRM Services
to help you grow faster.
Automations can deliver a 10% improvement in the
first 6 months and increasing over time as they
evolve into digital personalization and higher
profitability and greater productivity.

15. Thankyou.
If you would like to learn more about how Marketing Automations can make your
business more profitable, more productive, and give you more time at the beach....
contact TBG Marketing today.
tbgmarketing.com/contact-us/
888.358.9344