More Engagement, Less Effort: The Lowdown on Marketing Automation

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More Engagement, Less Effort: The Lowdown on Marketing Automation Talk from Jason Falls's Explore Portland event on November 16, 2012

Empresariales

More Engagement, Less Effort:

The Lowdown on Marketing
Automation

@HunterBoyle | @DJWaldow

Hunter Boyle (@HunterBoyle)

Sr. Business Development Manager

@Aweber

slideshare.net/hunterboyle

DJ Waldow (@DJWaldow)

Founder & CEO

Waldow Social

slideshare.net/djwaldow

@HunterBoyle | @DJWaldow

Flickr: mutsmuts

@HunterBoyle | @DJWaldow

Marketing
Automation

@HunterBoyle | @DJWaldow

And the cycle repeats…

@HunterBoyle | @DJWaldow

Text WALDOW

to 67463

@HunterBoyle | @DJWaldow

What is Marketing Automation?

The name given to software platforms designed for
marketing departments and organizations to
automate repetitive tasks

… increases efﬁciency and reduces human error …

… originally called email marketing automation …

… streamline sales and marketing organizations by replacing high-
touch, repetitive manual processes with automated solutions …

Source: Wikipedia

@HunterBoyle | @DJWaldow

Why is Marketing
Automation so important?

@HunterBoyle | @DJWaldow

(Source: Gartner Research via Hubspot)

@HunterBoyle | @DJWaldow

(Source: Jupiter Research via Hubspot)

@HunterBoyle | @DJWaldow

hunterboyle

(Source: Forrester Research via Hubspot)

@HunterBoyle | @DJWaldow

hunterboyle

(Source: Gartner Research via Hubspot)

@HunterBoyle | @DJWaldow

Did it work?

ü Drove nearly 50% of ﬁrst-week sales of
Premise 2.1

ü Drove nearly 80% of Teaching Sells
memberships

ü List doubled in one year to 97,000
subscribers

@HunterBoyle | @DJWaldow

“a provider of music lesson products”

•  Most products are under $100

•  Launched program in 2009 with ﬁve
automated messages

•  More than 170 automated emails
today

@HunterBoyle | @DJWaldow

• 416% increase in customer lifetime value

• 67% increase in click-through rate from
the best prospects (increased from 24.73% to
41.28% for subscribers with the highest lead scores)

• 18.4% improvement in lead-to-purchase
time

@HunterBoyle | @DJWaldow

Auto-responder series

•  Fun, short, focused

•  12 emails with daily “gift” -
checklist, infographic, webinar,
ebook …

@HunterBoyle | @DJWaldow

Auto-responder series results*

Open Rate: 54%-83%

*After 2 weeks

@HunterBoyle | @DJWaldow

Auto-responder series results*

Click Rate: 25%-69%

*After 2 weeks

@HunterBoyle | @DJWaldow

Auto-responder series results*

Downloads: 7,500+

*After 2 weeks

@HunterBoyle | @DJWaldow

Auto-responder series results*

New Subscribers: 3,500

*After 2 weeks

@HunterBoyle | @DJWaldow

Automation takes time.

@HunterBoyle | @DJWaldow

Automation requires planning.

@HunterBoyle | @DJWaldow

Automation takes effort to set up.

@HunterBoyle | @DJWaldow

But once set up …

@HunterBoyle | @DJWaldow

Automation increases ROI and ALTV.

@HunterBoyle | @DJWaldow

Automation cultivates deeper
relationships.

@HunterBoyle | @DJWaldow

Automation allows you to reinvest
time and budget.

@HunterBoyle | @DJWaldow

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More Engagement, Less Effort: The Lowdown on Marketing Automation

1. More Engagement, Less Effort: The Lowdown on Marketing Automation @HunterBoyle | @DJWaldow

2. Hunter Boyle (@HunterBoyle) Sr. Business Development Manager @Aweber slideshare.net/hunterboyle DJ Waldow (@DJWaldow) Founder & CEO Waldow Social slideshare.net/djwaldow @HunterBoyle | @DJWaldow

3. Flickr: mutsmuts @HunterBoyle | @DJWaldow

4. Marketing Automation @HunterBoyle | @DJWaldow

5. @HunterBoyle | @DJWaldow

6. @HunterBoyle | @DJWaldow

7. @HunterBoyle | @DJWaldow

8. @HunterBoyle | @DJWaldow

9. @HunterBoyle | @DJWaldow

10. @HunterBoyle | @DJWaldow

11. @HunterBoyle | @DJWaldow

12. And the cycle repeats… @HunterBoyle | @DJWaldow

13. @HunterBoyle | @DJWaldow

14.

15. oops.

16. @HunterBoyle | @DJWaldow

17. Text WALDOW to 67463 @HunterBoyle | @DJWaldow

18. @HunterBoyle | @DJWaldow

19. What is Marketing Automation? The name given to software platforms designed for marketing departments and organizations to automate repetitive tasks … increases efﬁciency and reduces human error … … originally called email marketing automation … … streamline sales and marketing organizations by replacing high- touch, repetitive manual processes with automated solutions … Source: Wikipedia @HunterBoyle | @DJWaldow

20. Why is Marketing Automation so important? @HunterBoyle | @DJWaldow

21. (Source: Gartner Research via Hubspot) @HunterBoyle | @DJWaldow

22. (Source: Jupiter Research via Hubspot) @HunterBoyle | @DJWaldow

23. hunterboyle (Source: Forrester Research via Hubspot) @HunterBoyle | @DJWaldow

24. hunterboyle (Source: Gartner Research via Hubspot) @HunterBoyle | @DJWaldow

25. @HunterBoyle | @DJWaldow

26.

27. Some examples @HunterBoyle | @DJWaldow

28. @HunterBoyle | @DJWaldow

29. @HunterBoyle | @DJWaldow

30. @HunterBoyle | @DJWaldow

31. @HunterBoyle | @DJWaldow

32. @HunterBoyle | @DJWaldow

33. @HunterBoyle | @DJWaldow

34. @HunterBoyle | @DJWaldow

35. @HunterBoyle | @DJWaldow

36. @HunterBoyle | @DJWaldow

37. @HunterBoyle | @DJWaldow

38. @HunterBoyle | @DJWaldow

39. @HunterBoyle | @DJWaldow

40. Did it work? ü Drove nearly 50% of ﬁrst-week sales of Premise 2.1 ü Drove nearly 80% of Teaching Sells memberships ü List doubled in one year to 97,000 subscribers @HunterBoyle | @DJWaldow

41. “a provider of music lesson products” •  Most products are under $100 •  Launched program in 2009 with ﬁve automated messages •  More than 170 automated emails today @HunterBoyle | @DJWaldow

42. @HunterBoyle | @DJWaldow

43. @HunterBoyle | @DJWaldow

44. @HunterBoyle | @DJWaldow

45. • 416% increase in customer lifetime value • 67% increase in click-through rate from the best prospects (increased from 24.73% to 41.28% for subscribers with the highest lead scores) • 18.4% improvement in lead-to-purchase time @HunterBoyle | @DJWaldow

46. www.holidayemailmarketing.com

47.

48. Auto-responder series •  Fun, short, focused •  12 emails with daily “gift” - checklist, infographic, webinar, ebook … @HunterBoyle | @DJWaldow

49.

50.

51. Auto-responder series results* Open Rate: 54%-83% *After 2 weeks @HunterBoyle | @DJWaldow

52. Auto-responder series results* Click Rate: 25%-69% *After 2 weeks @HunterBoyle | @DJWaldow

53. Auto-responder series results* Downloads: 7,500+ *After 2 weeks @HunterBoyle | @DJWaldow

54. Auto-responder series results* New Subscribers: 3,500 *After 2 weeks @HunterBoyle | @DJWaldow

55. Automation takes time. @HunterBoyle | @DJWaldow

56. Automation requires planning. @HunterBoyle | @DJWaldow

57. Automation takes effort to set up. @HunterBoyle | @DJWaldow

58. But once set up … @HunterBoyle | @DJWaldow

59. Automation increases ROI and ALTV. @HunterBoyle | @DJWaldow

60. Automation cultivates deeper relationships. @HunterBoyle | @DJWaldow

61. Automation allows you to reinvest time and budget. @HunterBoyle | @DJWaldow

62. Source: Automation.com

63. Hunter Boyle (@HunterBoyle) Sr. Business Development Manager @Aweber slideshare.net/hunterboyle DJ Waldow (@DJWaldow) Founder CEO Waldow Social slideshare.net/djwaldow @HunterBoyle | @DJWaldow

More Engagement, Less Effort: The Lowdown on Marketing Automation

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More Engagement, Less Effort: The Lowdown on Marketing Automation