What Is Marketing Automation?
Marketing Automation is the process of nurturing prospects and customers with highly personalised, content driven communications across the customer journey.
Think of big brands like Amazon, Apple, Google and others where you’ve been gradually nurtured or lead in to a position to buy because the digital communications helped education you through the buying decision. Marketing Automation is the both the software and science of that process.
Marketing Automation is particularly effective in considered or high engagement purchases where a buying time might last weeks, months or even years.
Leading software brands in this space are Salesforce Pardot, Hubspot and Marketo.
At Blirt, we’re big advocates and partners to Salesforce Pardot so our bias and preference is definitely for this software. We’ll explain why, a little later.
What Should Your Marketing Automation Do?
A great marketing automation platform (like Pardot! – nudge, nudge, wink, wink) should do this:
- Provide profiling and user segmentation
- Integrate closely with your CRM data
- Integrate content across the customer journey and automate the serving of this content
- Provide ROI insights around first touch, last touch and customer activities
- Make it easy to send personalised email
- Serve personal content to known prospects and customers
- Provide notifications to marketing and sales users around user behaviour
- Manage campaigns
- Allow collaboration across teams (client and agency side)
What Makes A Great Marketing Automation Process?
A great marketing automation process should do this:
- Integrate Paid, Earned and Owned Media; Content, AdWords, Display, Retargeting, Email, Social Media, Native Advertising
- Cover Top, Middle, Bottom and Post Transaction of the Sales Funnel
- Be “Always On”
- Built of customer research and insights
- Is scalable so it can grow over time and reinforce future campaigns
- Be harmonic – it works in harmony with offline activities
- Demonstrates ROI and shifts the needle on the business
How Does Marketing Automation Work?
Marketing Automation works by:
- Taking a click from a user where they may have clicked on a link, piece of content such as an ad or visited the website and then stores that information on a cookie.
- Future visits and activity are tracked providing intelligence through scoring and grading to a sales team
- As the anonymous visitor continues to engage with content across the site and throughout the customer journey, this activity is accumulated and added to that cookie profile.
- At some point the visitor converts and opts in to communication provide some personal or business information which is stored within the CRM.
- Past activity is now connected to the prospect and future activity continues to be added for better personalisation and communication.
- As the prospect continues through the customer journey, the prospect is supplied with email, content, ads and other useful information to support the decision making process.
- At some point the prospect purchases and the opportunity is closed and the revenue can be tracked backed to source campaigns and relevant journey activity providing insights for effective communication into the future.
At Blirt we talk about omnibound communication. What is this? Well, it’s about identifying the business goals and objectives and tying your omni-channel activities back to them.
For example, there is no point driving marketing automation campaigns for just clicks, leads or visitor activity. What matters more is knowing revenue per channel, sales per campaign or velocity of a sale.
That’s why we work with our clients to develop always on, customer centric, data building communication programs across paid, earned and owned media channels.
Need To Know More?
Talk to us, we’d be happy to show you how you can find, win and keep more customers with greater brand engagement through strong marketing automation programs.
OK, here’s a great little infographic from our friends over at Pardot
Vanity metrics are nice, they make us look good to our peers and bosses – sometimes. But they don’t necessarily shift the needle on the business.
We want you to be a champion marketer, so we want you to use a set of metrics that make your CEO and CFO sit up and take notice.
Focus on the better metrics:
Tealium Appoints Blirt As First Local Distribution Partner
Sydney, NSW – 16 July 2015 –Tealium, the leader in enterprise tag management and real-time customer data solutions, today announced it has appointed Blirt, a leading technology driven marketing agency, as the first distribution partner in Australia. It is the first wholly local partnership for Tealium.
Under the partnership agreement, Blirt will provide Tealium’s data capture and management solutions to it’s property, finance, automotive, tourism and education clients to enable them to better manage and leverage their first party data, and drive more personalised, relevant interactions.
‘Marketers with right-now targeting ability from real-time data continue to see increased success in digital marketing,’ said Eyal Mekler, Managing Director, Tealium Australia. ‘The best creative executions need access to segmented, behaviourally-rich data to deliver conversions across all touchpoints. Tealium makes your first party data as easy to access as opening a browser and simple to share across all digital channels for better multi-channel marketing.”
“Blirt is an agency that understands the importance of data as an enabler of their creative campaigns,” added Mekler. “We’re very happy to have such a like-minded partner in Australia.”
Blirt provides clients with specialist skills in online customer journey management and digital brand experiences to unlock data for powerful revenue producing communication programs.
“The digital customer is mobile, always on, multi device and extremely social,” said Blirt Managing Director, Stuart Leo. “Tealium’s audience segmentation and tag management solutions are unmatched in their ability to reveal new opportunities in data driven marketing programs.”
“Behavioural targeting in real time across many devices is the future of digital marketing and Tealium’s products allow our clients to unlock large data pools useful for branding and lead generation or nurturing. It’s a powerful addition to our digital brand experience offering.”
As part of the partnership agreement, Blirt will offer Tealium iQ Tag Management and Audience Stream solutions to clients and prospects.
Tealium iQ and the Tealium AudienceStream enable online businesses to accelerate technology deployments and harmonize fragmented marketing data to drive relevant cross-channel customer interactions in real time. Using Tealium’s solutions, marketers can flexibly deploy more than 800 turnkey digital marketing technologies, including popular solutions such as Maxymiser, Monetate, Certona, Optimizely, and others. In addition, via strategic integrations with e-commerce platforms such as Oracle Commerce, IBM Commerce solutions, hybris, Demandware, and Magento, joint customers can seamlessly leverage Tealium iQ within those environments to deliver a more targeted customer experience and drive more online revenue potential.
Here are 5 Simple Principles to Apply in Your Content Development to Drive ROI
1) Engage Within The Headline
Customers are exposed to a myriad of digital ‘pieces’ every hour of every day. You have a limited opportunity to gain a customer’s attention and encourage them to read on. There must be value in your headline for the reader whom you want to convert to customer to read on . . .
2) Know The Why and Who
Why are you engaging these customers? What do you want to achieve in your campaign message. And the who? Look at your analytics – the information you have on your customers and what they are saying, from all of your sources and programs.
3) Produce Concise & On Point Messaging
Your message when relaying your customer focused message, needs to be ‘short and sweet’. Online customers are more selective in what they will read. Digital media customers are not going to want to read through large paragraphs of text.
Be focussed on delivering your message in small sharp chunks of information that can engage and encourage the customer to read on. Use white space to break up the message and to make the delivery of information seamless.
4) Include a Call To Action
You do not want the readers of your Content Marketing to stay readers. You want to convert the readers, you want them to purchase your product or brand to satisfy ROI.
Use your Marketing Automation program to assess the generated results of the campaign. If it is not working, rework it. Digital media allows you the freedom to change things more easily if it is not working to secure the results you need.
What To Do Next?
At Blirt we help clients in the Salesforce ecosystem find, nurture and grow more customers. We use CRM data, lead nurturing, content management tools and clear reporting to help you maximise your digital marketing efforts.
If you would like to see an improvement in paid, earned and owned media, talk to us today.
A key insight from Salesforce’s 2015 State of Marketing Report was the list of priority technology which helps build a cohesive customer journey.
What Are The Key Technologies For a Cohesive Customer Journey?
The key technologies in building cohesive, customer journey are:
- Predictive Intelligence
The State of Marketing Report 2015 – Download the report here: https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp
A cohesive customer journey is now critically important to any business engaging a customer within the digital environment. Well, I guess that means almost all of us.
Why is it so critical? As the majority of the buyers journey moves into the digital realm, linking your online customer journey together is now more important than your offline customer journey.
Retail designers know the importance of a well thought through customer journey. That’s why if we want milk from the local corner store, we need to walk to the far corner of the shop passing all other products and possibilities of purchase.
As a strategic marketing leader in your business, start thinking in this way. How can I unify a journey, use great technology – apps, video, blogs, email, personalisation, automation, social etc and how can I delight my customer throughout the entire process.
The Strategic Imperative
There is nothing more strategic for an organisation than identifying, finding, winning and keeping a customer.
The customer journey is the foundation to creating a cohesive customer experience. To help make this journey work, there are at least 5 strategic imperatives. They are:
- Deliver Advantage – Know your competitive advantages and reinforce them throughout the customer journey.
- Unify the Team – Bring all disciplines with the business to the table to ensure the journey is maximised.
- Communicate – Link the journey with well though out content – deliver the right message to the right person at the right time.
- Understand Performance – Know your key metrics around the journey – Velocity, Volume and Visibility. Read more here.
- Deliver Step by Step – Focus on the customer having a great experience through the journey. To quote so many mountaineers, “Success isn’t the destination – it’s the journey.
Building a cohesive customer journey isn’t just about technology, it’s about knowing and loving your customer. It is, however, very difficult to deliver a cohesive customer journey in this digital world without great technology.
What Would This Technology Stack Look Like Using Salesforce?
If you were to start to build out the technology on the Salesforce Platform you would definitely consider the unification of:
- Salesforce Sales Cloud
- Pardot Marketing Automation
- Marketing Cloud and/or,
- Community Cloud
If you would like to talk to us about how to create a wonderful customer journey, built from the world’s best technology – contact us here.