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How to leverage Marketing Automation in your Content Marketing

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Maciej Ossowski
Maciej Ossowski

Presentation from Content Summer BBQ event in Cologne, Germany. June, 2019.

Marketing
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How to leverage Marketing Automation in your Content Marketing
2018: 5 markets. 2019: 6th (Germany) Kuala Lumpur Sao Paulo Boston Halifax MoscowWarsawGdansk
My role at GetResponse
We start to produce more than we can consume
But… personalised content is still appreciated
2019 Marketing Challenge: Automate distribution of the right content, to the right person, at the right time
Email Marketing & Marketing Automation: essential part of Content Marketing
54% B2B marketers that purchased Marketing Automation software were not able to implement it successfully *Redeye And Tfm&A Insights
44% marketers that use Marketing Automation software are not happy with the results they’re getting Autopilot
So, what’s the challenge?
Step 1: Content Plan
Ask yourself these questions first • Who’s my target audience? • How many buying stages should I cater to? • What industries should I communicate with? • At which purchasing stages should I be communicating? • How long is my sales cycle? • Do I cater to B2B, B2C or both audiences? • What do I expect from content marketing? (demo, sale, call) • How will I score and rate their engagement?
Step 2: Segment your audience
How profile segmentation 1.0 works?
Segmentation 2.0 for content in email: create personas • Best customers • Non-purchasers • Churned customers • Win-back customers
Segmentation 3.0: use behavioural data
Setting it up is easier than you might think
Step 3: Nurture and score your leads
Ideas to build a lead scoring model • Contact has viewed the “Pricing” / “Contact Sales” page X amount of times • Contact has opened at least 3 lead nurturing emails • Contact has filled out a form on your website • Contact engaged with other content (webinars, white papers) • Contact used generic data / freemium email to register • Contact has visited Career page / low value pages • Contact has engaged with your company social media profiles • Contact last interacted with your content / website over 90 days ago
Great content + Marketing Automation = <3
Great content + Marketing Automation = <3
Paid content distribution? Try Autofunnel.
Danke! mac@getresponse.com

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How to leverage Marketing Automation in your Content Marketing

  • 1. How to leverage Marketing Automation in your Content Marketing
  • 2.
  • 3. 2018: 5 markets. 2019: 6th (Germany) Kuala Lumpur Sao Paulo Boston Halifax MoscowWarsawGdansk
  • 4. My role at GetResponse
  • 5.
  • 6. We start to produce more than we can consume
  • 7. But… personalised content is still appreciated
  • 8. 2019 Marketing Challenge: Automate distribution of the right content, to the right person, at the right time
  • 9. Email Marketing & Marketing Automation: essential part of Content Marketing
  • 10. 54% B2B marketers that purchased Marketing Automation software were not able to implement it successfully *Redeye And Tfm&A Insights
  • 11. 44% marketers that use Marketing Automation software are not happy with the results they’re getting Autopilot
  • 12. So, what’s the challenge?
  • 13.
  • 14.
  • 15.
  • 17. Ask yourself these questions first • Who’s my target audience? • How many buying stages should I cater to? • What industries should I communicate with? • At which purchasing stages should I be communicating? • How long is my sales cycle? • Do I cater to B2B, B2C or both audiences? • What do I expect from content marketing? (demo, sale, call) • How will I score and rate their engagement?
  • 18. Step 2: Segment your audience
  • 19.
  • 21. Segmentation 2.0 for content in email: create personas • Best customers • Non-purchasers • Churned customers • Win-back customers
  • 22. Segmentation 3.0: use behavioural data
  • 23. Setting it up is easier than you might think
  • 24. Step 3: Nurture and score your leads
  • 25.
  • 26.
  • 27. Ideas to build a lead scoring model • Contact has viewed the “Pricing” / “Contact Sales” page X amount of times • Contact has opened at least 3 lead nurturing emails • Contact has filled out a form on your website • Contact engaged with other content (webinars, white papers) • Contact used generic data / freemium email to register • Contact has visited Career page / low value pages • Contact has engaged with your company social media profiles • Contact last interacted with your content / website over 90 days ago
  • 28. Great content + Marketing Automation = <3
  • 29. Great content + Marketing Automation = <3
  • 30. Paid content distribution? Try Autofunnel.