SiriusDecisions published research that indicates 85% of B2B marketers using marketing automation platforms felt they were not using them to their full potential. Don’t be part of the 85% and learn how to get a full return on your investment in this presentation. At Vbout we work hard to ensure all our clients know how to use our entire platform to its greatest capabilities. Marketing automation is our passion and we want you to fully leverage the power of this amazing technology, whether with Vbout or another platform. If you’re new to using marketing automation, or have been using the tools for some time, our quick guide is a great overview for using the Top 6 Marketing Automation Tools.

1. 6 Tools in 60 minutes

2. /vboutcom vbout www.vbout.com

3. TABLE OF CONTENTS
1.EMAIL MARKETING……..……… Page 5
2.AUTOMATION……………….….. Page 10
3.SOCIAL MEDIA MANAGEMENT….…….Page 13
4.LEAD SCORING………………....Page 17
5.LANDING PAGES………....…...Page 20
6.ANALYTICS ………….…….……. Page 24

4. EMAIL MARKETING 4

5. • Over 75% of email revenue is generated by
triggered campaigns, rather than one-size-
fits-all campaigns. – Epsilon Email Institute
• Always use responsive designs. 53% of your
readers use mobile to open emails. –
Campaign Monitor
• Always add sharing options inside the email:
Facebook, LinkedIn, Twitter, Google+,
Whatsapp.
• Include a link to the web version of your
emails and use preheaders.
Click here to learn what preheaders are.
EMAIL MARKETING BEST PRACTICES 5

6. • Don’t use long subject lines, cap them with
50 characters, use emojis. (click here to learn
about the best techniques for writing email
subject lines…)
• Personalize emails with a first name and
relevant info.
• Use personalization in subject lines.
• Put clear unsubscribe, company information
on footer of email for spam compliance.
EMAIL MARKETING BEST PRACTICES 6

7. • Use spam grader, most email clients use
them.
• Ask your ESP (email subscription provider)
to confirm your sender data for better
deliverability (spf/dkim).
• Always AB test, its easy and incredibly
helpful for increasing open and click rates.
• Send your emails at the right time. Click
here to view the best time to send emails.
EMAIL MARKETING BEST PRACTICES 7

8. • Capture the right amount of data from
your contacts: First name, last name,
email to be used for the proper
context of personalization.
• Look at your analytics to measure
your performance. Click here to learn
more about how to effectively
measure your email campaign
performance (KPIs).
EMAIL MARKETING BEST PRACTICES 8

9. Automation 9

10. • 95% of companies using marketing automation
are taking advantage of email marketing. –
Regalix
• Create your content first and organize them
into different types of resources.
• Create your type of automation, ex:
onboarding vs b-day reminder vs
abandonment cart. Click here to view the
different types of automation process you can
deploy
• Define your triggers and filter rules properly
based on audience actions/interactions.
Automation 10

11. • Same personalization tips from email
apply to email automation templates.
• Don’t create too many workflows that
might overlap.
• Link automation to your site opt-in forms
and popups and landing pages.
• Create multi-directional automation that
involve more than just email.
Automation 11

12. Social Media Management 12

13. • 90% of young adults—ages 18 to 29—use
social media (compared to just 35% of
those over age 65).
• Fully a third of millennials say social media
is one of their preferred channels for
communicating with businesses.
• Define your business purposes and choose
the right channels for you.
• Create and enhance your profiles to stand
out with the right profile photos, branding,
cover image, profile information.
Social Media Management 13

14. • Setup your editorial calendar from the
same content you created for your blog
post. Content Recycling.
• 86% of marketers repurpose the same
content for their different channels.
• To create initial following, invite your
friends, colleagues, coworkers, people in
your circle.
• Spend some money to boost your pages
and first content so you can generate
some interest.
Social Media Management 14

15. • Post your social media on your website and blog so
people can share your content if they like them.
• Mix up your content between resource sharing,
funny posting, engaging questionnaires and real life
journey.
• Your content lives on for 17 minutes on social media
so don’t be afraid to reuse old content.
• Choose the right times to post on social media .
• Measure KPIs (Key Performance Indicators) – main
will be analytics and engagement.
• Experiment with videos to see if that engages
people.
Social Media Management 15

16. Lead Scoring 16

17. • 79% of marketing leads never convert into sales.
• Lack of lead nurturing is the common cause of this
poor performance. (Source: MarketingSherpa)
• How do you identify the right prospects as they
engage with your different marketing sites/channels?
• Lead scoring allows you to create a grading system
based on actions users take with your website and
content.
• Identify actions that are the highest assets to you. Ex:
visiting pricing page, going through the signup
process.
• Use labels to give scores a meaning. Ex: cold leads,
Engaged prospect, etc.
Lead Scoring 17

18. • Integrate your lead scoring into your automations.
Ex, if someone reaches score X do action A.
• Capture the right amount of data from your
contacts: first name, last name, email to be used for
the proper context of personalization.
• Look at your analytics to measure your
performance.
• Click here to learn more about how to effectively
measure your email campaign performance.
• Refine your lead scoring strategy as you gather
enough data and visualize your funnel.
Lead Scoring 18

19. Landing Pages 19

20. • Companies see a 55% increase in leads when
increasing their number of landing pages from 10
to 15 (Hubspot).
• Landing pages have ultimately 2 purposes: lead
generation, product sales.
• Make sure your landing pages and your copy are
clear with a value proposition and copy over the
CTA’s. Ex: download E-book converts better than
submit on buttons.
• Minimize CTA’s (call to actions), up to 3 max, to
decrease your bounce rate.
Landing Pages 20

21. • Use nice professional images/graphics on your
landing pages.
• Buy from stock photos or use royalty free:
photodune.net ($1/image) or Pixabay.com (FREE).
• Use the proper color over background with CTA’s.
Check the clockwork conversion model.
• Minimize the forms to include only required form
fields and try to make them below the fold.
• Make sure your Landing pages are optimized for web,
mobile, have the SEO setup right and minimize load
time.
• The more landing pages you have, the more leads
you will collect.
Landing Pages 21

22. • Use social sharing on your landing pages.
• Create a distribution / promotion process to boost your
landing pages. Ex: budget for boosting ads on FB and
TW, posting to Linkedin groups, etc.
• Create a drip campaign from your landing pages.
• AB test your landing pages and use make sure your
analytics are set up properly.
• Use a tool to automate all the above or your landing
pages will be incredibly time consuming to maintain and
manage.
• Click here to download our full presentation on landing
pages.
Landing Pages 22

23. Analytics 23

24. • You cannot improve what you cannot measure. 51%
of Fortune 500 Companies Use Google Analytics
• Choose at least 2 analytics platforms: Google
Analytics and another tool, then integrate them
with your marketing platforms.
• If using multiple marketing tools, use some services
to patch up the user data, ex: Segment.io.
• Setup your most important KPI’s. Ex: form submit,
sign-up, purchase, time spent on your blog.
• Create and measure different funnels to see which
one performs the best.
Analytics 24

25. • If using Google Adwords/Facebook ads, or others, setup
conversion pixels and link them to your analytics
profiles.
• Use UTM link tags to track the best performance.
• If you focus on the most important metrics they would
be: SITE (Visits, bounce rate, referral sources, Goals) -
EMAILS (open rate, click through rate, conversion from
email, Unsubscribe) – Social Media (Followers/Fans –
Engagements).
• Use automated reporting to get updates via email
without needing to check the tool.
• Use heatmaps to track mouse clicks, movements and
scrolls.
Analytics 25

26. w
26
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Or send us an email with any feedback and questions!

27. 27
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