This document discusses leveraging marketing automation to attract, sell to, and wow customers. It covers topics like the top 3 reasons small businesses fail at marketing, what lifecycle marketing is, lead scoring, segmentation and tagging, and the top 7 automation campaigns to run. It provides frameworks and emphasizes setting goals and clear strategies over information overload. It also discusses collecting visitor information, educating to sell more, making offers, closing more sales, creating a culture of wow, and growing the value of each customer.

1. Leverage Marketing Automation to
Attract, Sell & Wow Customers
Carl Bischoff - BusinessFluid.com

2. ● Why Marketing Automation?
● Top 3 Reasons SMB’s fail
● What is LifeCycle Marketing
● Lead Scoring
● Segmentation & Tagging
● Top 7 Automation Campaigns to run
● Infusionsoft a Look Inside
● Questions

3. B1G1 - giving back
for every person who attends today
we will be providing 7 days education to a child in Cambodia

4. Otis & Lola

5. Who would like
a steady flow of leads and sales?

6. Automating is to your time
what compounding interest is to your money

7. there is not more time
it’s not about doing more tasks
it is about the significance of the task
R.O.T.I.?

8. Automation forces you to work on your
systems and processes

9. Automating bad processes doesn't magically
make marketing better.

10. Strategy comes first

11. VISION -> CLARITY -> FOCUS

12. TOP 3 REASONS SMALL BUSINESS
OWNERS FAIL AT MARKETING
1. Not Setting Clear Goals
○ define point ‘A’ where are you now? → Point ‘B’ where are you going e.g.
in 90 days
2. Information Overload
3. No Frameworks

13. REWARD?
Perhaps a 10 day Holiday to Noumea New
Caledonia?

14. But...
● where will I find the time?
● I don’t know anything about automation
● I am not technical
● costs to much money
● information overload
● which tools do I use?

15. FRAMEWORKS

16. What is Lifecycle Marketing all about?

17. Download LCM planner here:
BusinessFluid.com/LifecycleMarketing
Get more leads, grow your sales and save time.

18. LCM - Attract

20. IDENTIFY YOUR TARGET MARKET
As an entrepreneur, you have big dreams. You want the entire world to know your products
and services are available to everyone.
It’s important to narrowly define your target customer and meet them where they are.

21. ATTRACT MORE CUSTOMERS TO YOUR
BUSINESS
Once you know who your target customers are, you’ll need to find out where they are most
likely to come in contact with your brand, and be receptive to your messaging.

23. COLLECT VISITORS’ INFORMATION TO
FOLLOW UP
As you begin attracting more customers to your business, you’ll want to make sure they don’t
leave and forget about you.

24. Leaky Bucket
● 7 seconds to engage
● 90% will never return

25. Segment at Opt-in

27. LCM - Sell

28. You need to
to get value.
provide value,

29. EDUCATE TO SELL MORE
Consumers will only pay attention to you when they’re motivated to do so, and the best way
to gain their attention is through interaction and education.

30. you’re educating
not pitching

31. Discovery Session 3 Funnels

32. MAKE THE OFFER
In order to make the right offer at the right time, it’s important to understand your target
customer’s buying process—the journey a customer goes through before they decide to buy
(or not buy) from you.

33. “Everyone can rise above their circumstances and achieve success
if they are dedicated to and passionate about what they do.”

34. CLOSE MORE SALES
Closing the sale involves more than just an exchange of money or signed documents.
It’s a relationship

35. LCM - Wow

36. CREATE A CULTURE OF WOW
deliver more than you promised, send them a gift

37. GROW THE VALUE OF EACH CUSTOMER
● offer more stuff, what else do they need?
● use a survey to find out
○ ASK Formula by Ryan Levesque
■ http://surveyfunnelsoftware.com/

38. GROW SALES WITH REFERRALS
● ask and automate that
● make it easy by providing the copy & content

40. To get the LifeCycle Marketing Planner go here:
BusinessFluid.com/LifecycleMarketing

41. Success
is the sum
of small efforts,
repeated
day in & day out
R. Collier

42. Lead Scoring
● who’s hot, taking action and showing via behaviour ie
viewing content, clicking links etc that they are
interested and ready to buy?

43. Lead Scoring
Eloqua found that, on average;
● deal close rates increased by 30 percent;
● company revenue increased by 18 percent;
● and revenue per deal increased by 17 percent.

47. Some general notes:
● make sure you add a description for what a tag is being used for
● all tags should have a category
● only create tags you need
● don’t leave a process tag on a contact record, clean up tags
● plan out campaigns/sequences before you build
● tags should be meaningful when you read them
● it’s okay for a user to have multiple tags
Segmentation Tags and Categories

48. Tag Categories
Trigger = Start, stop, loop
Status = Where? a user is in a process
Activity = What? clicked a link, filled in form
Profile = Who? Demographics, psychographics, interests

49. Trigger
● These tags are used to trigger actions, they are temporary and must be removed after being
applied.
● remove after the trigger action has been completed.
● Syntax
○ Campaign – Sequence – Trigger
○ i.e. Trigger - Free Report – Conversion Sequence -Start
● Types
○ Start
○ Stop
○ Loop

50. Status [where?]
● These tags are used to denote the status of a contact or where a contact is in a process
○ Usually only one status tag is used at a time per campaign or process
○ Status tags by definition are temporary.
● Syntax
○ Campaign - Status, Process - Status, Contact Group - Department - Status
○ i.e. Sales Pipeline - Stage - Contacting
○ i.e. Product A Launch - In Promo Sequence
○ i.e. VIP Clients - Finance - Decline (0-10 Days)
○ i.e. VIP Clients - Finance - Decline (11-30 Days)
○ i.e. VIP Membership - Inactive
○ i.e. VIP Membership - Access
● Types
○ Status
○ Access
○ Process
○ Progress
○ Reporting
○ Historical

51. Activity [What?]
● Description
○ Used to document what the person has done or actions the person has taken
● Rules
○ Activity tags are permanent. Activity tags can be consolidated and “archived” after a
period of time.
● Syntax
○ Campaign - Specifics - Action
○ Product - Action
○ i.e. Weekly Webinar – Sales & Marketing – 14 Jan 2016 – Registered
○ i.e. Weekly Webinar – Sales & Marketing – 14 Jan 2016 – Attended
○ i.e. NLM Membership – Purchased
○ i.e. NLM Membership – Cancelled
○ i.e. Lead Magnets -- 7 Automation Tips Checklist – Downloaded
● Types
○ Purchased
○ Downloaded
○ Registered
○ Attended
○ Clicked

52. Profile [Who?]
● Description
○ Used to document demographics & psychographics of the
prospect/client
○ Profile tags are permanent. Profile tags define who a contact is
regardless of activity.
● Syntax
○ Profile – Category – Detail
○ i.e. Profile – Age – 18-24 yrs old
● Types
○ Demographic
○ Psychographic
○ Interests
○ Pains
○ Desires

53. Segmentation Tags and Categories
● Trigger
● Status
● Activity
● Profile
● eSubscriptions
● Reporting
● Temp
● Customers
● Prospects
● Free Items
● Forms
● Members
● Events
● Networks / Met
at
● Testimonial
● Hiring
● Interest /
Marketing List
● from Partner
● Social Media
● Survey
Answers

56. ● short-term lead nurture
● long-term lead nurture
● lead scoring
● cart / form abandonment
● onboarding
● ask for testimonial / referral
● re-engagement
Top 7 Campaigns / Sequences

57. Great automation is a result of highly
targeted, personalized, valuable, timely,
and remarkable content that is sent to a
healthy and engaged database

58. Automating is to your time
what compounding interest is to your money

59. Questions?
Interested to see how I can help you?
Book a discovery call
To get in touch email here:
start@businessfluid.com