Marketing automation. What is it? Why do we need to use it? In plain English, it’s because it tells us what is working. Measurable success is a hugely important factor in business.
Okay, so let’s talk leads. No matter what industry you’re in, it’s possible to use Facebook to generate quality leads and sales. I’m not going to fill this blog with click-bait content because one of the great minds of our time once said: “ain’t nobody got time for that.” What we are going to do is hit you with straight facts in this quick how-to that will help you generate business from social. There are four ways to generate leads on Facebook some are stronger than others, but they all serve their purpose.
In today’s technology-driven business world, speed is everything. Just as the internet has changed the pace of communications, it has also irrevocably altered the way we do business.
Gone are the days of pounding the streets to generate leads or cold calling endless lists of potential clients.
Rather than trying to be everything to everyone, many marketers are now discovering the benefits of account-based marketing (ABM) methods. Once upon a time, ABM was regarded as too costly and demanding to be worthwhile. ABM tactics traditionally demanded more resources, making it less practical for small to medium-sized businesses. These days, however, ABM is a successful practice with high conversion rates – if done correctly.
Over the past decade, the power of mass marketing has significantly waned, especially for enterprise sales. In a world of cookie-cutter solutions, account-based marketing (ABM) has quickly become the go-to marketing method for its ability to connect more powerfully with the consumer.
Marketo is an extraordinarily versatile web-based marketing automation tool. It can help you run email campaigns, create landing pages, capture data from forms, integrate with webinar and CRM software, and nurture leads throughout their entire lifecycle.
It would take us several more articles just like this one to cover everything that Marketo marketing automation software can do, so we’ll stick to the basics: using Marketo to create and run a simple email program with associated email and audience.
First, start up Marketo and log in. If you don’t have an account on there, Marketo offers a free trial. Keep in mind that you have to request the trial, and it’s usually only offered to companies with 10 employees or more.
Create a Campaign Folder
A campaign folder is where everything in your campaign will reside. In this case, we’ll be putting an email program, an audience, and the email itself in here. If you were sending a series of emails, you’d put them all inside a single campaign.
- Right click on Marketing Activities and click New Campaign Folder
- Call it Test.
Create an Email Program
A program is another type of folder, which contains assets like emails and leads.
- Right click on that folder and click New Program
- Make sure it’s in the Test folder and call it Test Email Program
- Under Program Type, select Email
- Under Channel, select Email Send
Define an Audience
If you’ve got a pre-existing set of emails in a spreadsheet, you can import those emails into Marketo.
- Click the Test Email Program, then under the Audience panel, click Import List.
- Click Browse and locate your CSV or XLSX file with your contacts. Click Next.
- You’ll need to map each of the fields in the spreadsheet to an existing field in Marketo. Most of the time, the fields will match on a 1:1 basis. If you’ve got full names in a single column, match it to the Full Name field, for example.
- Click Next again.
- Enter a name for your list, or click the dropdown to add it to an existing list. Click Import.
- Click Leads, and you can see the leads you imported.
Create an E-mail
- Click Test Email Program.
- Click New Email under the Email pane.
- Make sure the program matches. Call it Test Email. Select the Blank template for now.
- Click Create.
- The email editor will open. Choose who you want the e-mail to be from, and what email you’d like to handle them. If there are a large number of leads, this address will get a lot of unsubscribes, bounces and so on, so you may want to create a new email in your email app just to handle these. Write a subject.
- Look below the subject. Notice there’s a text box already created. Double click this box. You’ll get a new edit screen, where you can design an email in HTML.
- If you’d like to add a company logo or other graphics, you can drag and drop them from the Insert Elements box on the right. Then, choose the image, and it’ll be inserted into the HTML.
- When you’re done designing the email, be sure and click Copy from HTML so that there’s a text version. Not everyone likes HTML email, so having both integrated into the same email is wise.
- Click Save when done.
- You’ll then need to right click on the Test Email and click Approve. Nothing goes out from Marketo without you approving it first. You’ll see the approval marked by a check box.
Schedule the E-mail
- Click Test Email Program.
- Choose a date and time to send the e-mail under the Schedule pane.
- Click Approve Program.
You’re all done! Your email will now go out at the scheduled time. Now you’ve learned how to set up a new program, a new email and a new list. That’s just the tip of the iceberg of what Marketo can do.
Read up in Marketo’s tutorial section for more advanced features, like landing pages, email campaigns, YouTube videos, webinar integration and more. There’s really no limit to what you can do with Marketo.
It can be difficult to find marketing automation software that fits your needs when you are searching for the first time. Our partner, Marketo, teamed up with Software Advice, a marketing automation evaluation company, and spoke to hundreds of companies to determine their uses of marketing automation software.
79% of companies were already using some kind of software to help them manage marketing. Most high tech companies are looking to purchase some kind of marketing software. The largest group of buyers were companies with less than 500 employers. Another key finding was that the top reason companies evaluate marketing automation software is to improve lead management and automate processes. The most requested capability in marketing automation software is lead nurturing, which beat out reporting/analytics and lead scoring.
International Data Corporation (IDC) predicts that the overall market for marketing automation will grow from $3.2 billion in 2010 to $4.8 billion in 2015.
Three key trends have been driving companies to adopt the technology.
- Changing buyer behaviors forced companies to change how they market and sell.
- The 2008 recession permanently altered how companies approach revenue generation and measurement.
- The software-as-a-service (SaaS) delivery model made the technology available to many more companies than ever before.
Read on to learn more about what people look for when purchasing marketing automation tools:
Brought to you by Marketing Automation Software by Marketo
Are you ready to get marketing automation for your company? Ask yourself what you need out of the marketing automation software and contact us to help you find the perfect solution for your brand.
I recently came across an interesting white paper published by Ektron titled, “Demystifying Digital Experience Management.” The paper offers tips for creating positive and memorable digital experiences. In the middle of reading this document, I heard a knock at my front door. It was the deliveryman holding a product I had ordered from online electronics retailer Crutchfield.
Not long after I closed the door, I felt my phone vibrate in my pocket. Crutchfield had sent me an eerily-timed email promoting a sale on their high-end, touch screen receivers (an undeniable step up from what I had just purchased). It was from this experience that the idea for this blog post was hatched. According to Ektron, shaping an outstanding digital experience requires proper contextualization, consistency and integration across web, social and mobile platforms.
How would I rate Crutchfield in these areas?
Contextualization Grade: A
It’s no secret that individuals’ experiences, interests and preferences can differ greatly. These important factors also contribute to the “context” that surrounds any business interaction. The more a digital experience is customized to fit an individual’s unique profile, the more effective communication with him/her will be. Ektron believes “Adapting the context of the communication to fit the individual is a hallmark of a great digital experience.” Crutchfield understands this.
For example, when browsing their website, they ask shoppers to input the year, make and model of their vehicle to quickly identify products that are compatible. Behind-the-scenes, this information is also used to deliver personalized content, like the e-mail below I received after plugging in my vehicle’s details.
Consistency Grade: B
Maintaining consistency across numerous digital channels is another important component of the digital experience. What needs to be consistent? According to Ektron, not only a brand’s look and feel but also its messaging. After a quick look at Crutchfield’s Facebook page you’ll notice two things: (1) their logo and brand look are consistent with its other channels, and (2) the content and feel are much different than what you’d expect based upon their website and e-mail communications.
For example, their typical Twitter message tends to be polished and professional with an occasional “very cool” or “that’s awesome” slipped in. Their Facebook Page in contrast, is full very humor heavy (while still relevant) with an occasional straight-faced post mixed in. As a fan of humor myself, I’m not saying I’m against this approach. The post below has received over 250 likes and 121 comments, which are solid engagement stats. I’m simply saying that this break from consistency seems to go against Ektron’s recommendation. What are your thoughts?
Integration Grade: A
Ektron’s white paper also discusses the importance of integrating systems such as content management, marketing automation, customer relationship management, analytics and social data into a company’s digital tool kit. I’ve never sat in on a Crutchfield digital integration strategy meeting, but my experience as a customer tells me that they’re highly aware of its importance.
Previously, I mentioned receiving an e-mail from them that included suggested products to fit my specific car. What I didn’t mention is that I received that e-mail literally minutes after I had added an item to their online shopping cart and then abandoned the purchase. This tells me that they’re likely using a marketing automation solution to automate real-time follow-up. Apparently they’ve designated shopping cart abandonments as an e-mail trigger within their workflow. Their use of automation software would also explain how/why I received a digital and paper catalog shortly after my initial purchase.
When you add up these grades, Crutchfield earns a report card that would make any mother proud. There’s no doubt they’ve done their homework on the digital experience and have successfully integrated their knack for service excellence into their digital efforts (see their retweet below). It’s no coincidence they’ve received so many awards including Bizrate Research’s Circle of Excellence Platinum Award for 14 consecutive years!
Leave a comment below or connect with me on Twitter. I’d love to hear about your most memorable digital experience, your thoughts on digital automation or your smack talk about the old school car I drive!
Marketing automation can help your business by streamlining, automating and measuring marketing tasks and processes across multiple marketing channels. Think it’s not for you? Without it, your content marketing strategy isn’t living up to its full potential. Don’t let your competitors beat you, learn why you need this powerful tool in this Slideshare:
52% of B2B marketing organizations say lead generation is their #1 marketing challenge. The solution? Marketing automation.
Marketing automation is a very effective tool in providing companies with leads. By nurturing prospects with highly personalized, useful content, marketing automation helps convert prospects to customers and turn customers into delighted customers. Why then are companies failing to capitalize on marketing automation? Here are the most common missteps of companies who use marketing automation wrong:
- When companies buy email lists, it hurts more than their bank account. When they send emails to people who never requested the information, those emails get flagged for spam, bring down reading rates and hurt the company’s IP address reputation. All this will result in those emails going straight to spam folders for buying email lists.
- Companies think marketing automation will do the marketing and lead generation for them. This is not the case. Marketing automation will help that company become successful, but it will not do all the work. Companies need to create valuable content that speaks to their potential customers.
- Email marketing isn’t dead. You can read more about that in a recent blog of ours. It is an ineffective tool if it’s the only channel you are using to talk to your potential customers. The average person will receive more than 10,000 emails this year, according to The Radicati Group, Inc. If companies are only relying on emails, how confident can they be that they are separating themselves from the other email noise? Too many companies use marketing automation solely as an email engine.
- Nurture campaigns are often considered the most complicated feature of marketing automation. But B2B marketing is very similar to building a relationship with someone. When you nurture a lead, your message should always be relevant and timely based on customer actions. It takes time to figure out what customers want before you can start to sell to them. These types of campaigns have two times the open rates and three times the click-through rate compared to a one-off email. In a nutshell, you have to treat a nurture campaign exactly as you would any other sales relationship.
- Leads get handed off from the Marketing Department to Sales too early, resulting in raw leads. According to Sirius Decisions, only 2-5% of raw inquiries actually convert to sales. That is a very small percentage to be wasting efforts on.
63% of companies that are outgrowing their competitors use integrated marketing automation. Avoiding a few common mistakes when integrating this tool will keep you and your business in that percentile. Have you already incorporated a marketing automation tool with your business? Has it freed up your time and energy to focus on other tasks? Comment below with your insights!