MARKETING AUTOMATION

MORE QUALIFIED LEADS IN LESS TIME.

SMALLER COSTS PER RESULTS, WITH HIGHER
ANALYTICS BENEFITS

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WHAT IS MARKETING AUTOMATION
AND HOW IT HELPS YOU?
 WHAT IS MARKETING AUTOMATION
AND HOW IT HELPS YOU?

The basics of Marketing Automation

In very simple terms, Marketing Automation is a multichannel tool for managing and automating
all marketing tasks and workflows, to increase overall efficiency and nurture leads into becoming
future clients.

What does this mean for you, your marketing strategy and your business?

Imagine using a software solution that integrates Email Marketing, analytics, your landing pages
and the CRM platform. Now go a step forward and add the ability to automate actions, such as
sending emails before or after specific events. All of it running without you needing to look at every
email being delivered. With easy-to-use interfaces, you really dont have to be a web developer
to create landing pages or email templates. Everything is very accessible, even for a non-technical
person.

And lets talk a little bit about handling prospective customers. Marketing Automation raises the
likelihood of transforming leads into customers by offering you insights into every action taken by
the leads. Your sales representatives will love to see the full marketing and sales funnel in one place.
Quite honestly, it is the dream of every marketing manager or sales director.

Take complete control over your Sales Funnel: analyze the Customer Journey in great detail,
observe how well each marketing activity is performing and prioritize actions that are important
and relevant for your campaign. Use CRM like a pro: analyze data and optimize the sales process,
using intuitive and user-friendly tools.

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What Marketing Automation is NOT

In explaining the general concept of Marketing Automation, we also need to talk about how it
differs from what marketers have been doing for years.

Its not just about sending emails.

Email Marketing platforms offer basic and easy to use automation options, but they are limited
to just that. They dont integrate other channels, such as social media, website personalization,
advanced user analytics or a landing page builder and, therefore, are less effective and less
powerful. Marketing Automation does all of these. And more.

Its not a tool to send out spam.

While Marketing Automation facilitates regularly sending content to subscribers, its not a form of
spam. On the contrary, in order to really achieve goals, it needs relevant content that resonates with
the audience in a direct way. You could say that its actually the Anti-Spam Platform.

Plain and simple, its not rocket science.

With intuitive and user-friendly interfaces, Marketing Automation tools stand out for their gradual
learning curves. Youll get the basics down right away and as you test and fine-tune campaigns you
will quickly understand the necessary steps to produce results.

Its not a one-time thing

To succeed, Marketing Automation campaigns require constant attention. It is not something that
you can set and ignore afterward. You will need to A/B test everything and do your due diligences
to make sure that everything works as planned.

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THE STEPS TO MORE QUALIFIED LEADS
WITH MARKETING AUTOMATION
 THE STEPS TO MORE QUALIFIED LEADS WITH
MARKETING AUTOMATION

Marketing Automation has redefined the Sales Funnel

Traditionally, a potential client would have entered the funnel via a direct email campaign, a call or
other direct marketing tactics. This step was then followed by a discussion with the sales rep.

AWARENESS

INTEREST

DECISION

ACTION

Given the context of a limited number of channels available, it was easy for sales representatives to
control and tailor the message for each of their potential clients. In the same way, prospects could
easily contact the sales reps with questions.

Leads

Prospects

Sales

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Multichannel digital marketing has disrupted that cycle

In unprecedented ways, digital marketing, in general, and Marketing Automation in particular,

have completely transformed the traditional funnel. Potential clients are getting their information
about a company or a product from various sources, such as online reviews, industry websites or
blogs and social media. They also keep in touch with the company via social channels, email or
messaging platforms.

All these changes present challenges for B2B companies. Keeping prospects engaged with your
companys latest products, promotions and updates has become a more difficult task, something
that Marketing Automation addresses directly. While the prospects still go through the same stages
of the funnel, they will now play a different role.

Buyers Journey Automated Sales Process Content Assets

Answer Questions Blogging

Establish Trusts

New Lead Generated Premium content

Awareness
(Top of Funnel)
Stage
Introduce your positioning

Address Common Automated Emails

Sales Questions with Supported Content

Provide product & Brand Filter Offer

Consideration service information (Middle of Funnel)
Stage
Address Automated Emails with
Pushbacks Selling Content

Sales Stage Lead is ready Sales Offer (Bottom of Funnel)

for sales

Consultation Sales Call

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Top of the Funnel content should focus on common issues that your persona faces.

Middle of the Funnel content will need to address your business, your solution and your brand.

Bottom of the Funnel content needs will have to offer a unique opportunity to demonstrate
how your solution or product meets the specific needs of your prospective buyer.

The implementation process of Marketing Automation

Implementing a Marketing Automation campaign can be a time-consuming process. Doing

everything right will require you to go through specific steps, from picking a solution and creating
content and designing materials, to implementing the campaign. Heres what you will need to do:

Setup

Estimate costs and make a budget Choose a software Train your employees

Create a plan
Develop your
marketing strategy Sketch out a timeline Make a content plan Create your designs

Organize your Marketing Automation platform

Create accounts Enable third party connectors Connect CRM

Create advertising and traffic campaigns

Decide what channels Create a budget for Create your digital Create a strategy
you will be using advertising actions ad strategy for organic traffic

Implement your strategy

Create forms and Create capaigns and Establish lead scoring Create tasks
Upload your content
landing pages define lead sources and personas and workflows

Roll out your campaigns

Kick off your content, advertising and
Monitor and optimize results
Marketing Automation campaigns

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MARKETING AUTOMATION + CRM = LOVE
 MARKETING AUTOMATION + CRM = LOVE

Do you have a Customer Relationship Management platform that helps you track data from different
channels, such as marketing actions, email or social media? Integrate your marketing activities with
your CRM and gain control over your strategy and insight on all data, from the Customer Journey
to costs and ROI.

Optimize customer relationship

Aligning your marketing and sales strategies is vital to growth and to reaching your goals. Because
the Buyers Journey is a constant back and forth between sales and marketing engagement, the
success of a specific campaign requires flexibility between the Marketing Automation system and
its corresponding CRM solution. Integrating the two will open the door to a multitude of options
for handling sales, content and marketing tasks.

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Push your leads to CRM

Being able to easily transfer leads from your campaigns to your sales team is an important and
crucial element of Marketing Automation. In this context, speed is extremely important. Qualifying
a lead quickly raises the chances of conversion, giving the sales representatives the ability to better
control the Buyers Journey.

Create rules to synchronize your leads

There isnt just one context for syncing your leads from Marketing Automation to CRM, but having
the option to observe exactly what is relevant for you will ensure everything works smoothly. Lead
scoring allows to precisely pinpoint the moment when a lead will be assigned to a sales rep. Having
all the data of the Customers Journey in the CRM system will help the sales team adjust their
message.

Have specific marketing data visible in the CRM system

After handing off a customer or lead to the sales team, that person will continue to interact with
your marketing campaign. Marketing Automation tools allow sales representatives the ability to
view their journey, to establish urgency or opportunities. This data should be easily accessible in the
CRM section of the platform, to ensure that all available actions will determine appropriate answers
from sales.

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Highlight lead activities

Having key activities that are relevant to your campaign will help assess potential prospect trigger
actions, such as a particular interaction with your website or emails. Highlighting these triggers
or actions for the sales representatives will have the potential to create an overview that would
otherwise be difficult to have.

Create reports that use both marketing and sales data

Include marketing costs, opportunity estimates and the value of each conversion when creating
reports for your activities. With all this data at your disposal, it will be increasingly easy to monitor
specific campaigns, to figure out what is working and what isnt. Integrating CRM into a Marketing
Automation platform offers powerful and unprecedented insight into your campaigns.

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IS MARKETING AUTOMATION
RIGHT FOR YOU?
 IS MARKETING AUTOMATION RIGHT FOR YOU?

Are you looking to leverage data, increase ROI, reduce costs and minimize labor? Do you have a
large potential customer base and do you want to increase the number of qualified leads? Marketing
Automation can help advance those goals.

Its important to underline that Marketing Automation is about optimization and collaboration.
It helps businesses be more efficient, boost creativity and increase average deal size and revenue.

What types of businesses need Marketing Automation?

The solution benefits both B2B and B2C companies. B2B refers to the exchange of services,
information or products between businesses, while B2C defines businesses that offer services or
sell products to end-user consumers. The focus and the tactics when using Marketing Automation
for B2B or B2C businesses differ in a major way.

B2C B2B
Lead generation
Focus Brand building
Subscriber engagement
Customer journeys
Content delivery
Tactics Data driven product or service
Lead nurturing
recommendations

Goals Increase revenue Increase revenue

When it comes to B2B, Marketing Automation focuses primarily on generating leads and customer
engagement by automating the interactions between their brand and prospective customers.
Using tools like lead scoring, CRM and email marketing, B2B companies can better manage their
customer acquisition process.

For B2C companies, Marketing Automation uses social and email marketing and loyalty programs
to raise brand loyalty and awareness, to encourage dialogue and to develop relationships with
customers.

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The ultimate Marketing Automation Checklist

When it comes to picking a Marketing Automation solution, there are multiple questions to keep in
mind. What exactly are you trying to achieve? Will these goals change for your future campaigns?
Who will develop and implement the marketing strategy for your project?
Use this checklist to make sure that your Marketing Automation platform helps you achieve your
goals and that it has all the features you need.

The first step is identifying the capabilities you need from the software.

Lead Generation Nurturing customers and leads

Without a doubt, the most important use of Whether you communicate with your existing
Marketing Automation is lead generation. customers or prospects, being able to precisely
Analyze the flexibility the platform offers for segment your audience, create relevant and
creating landing pages, make sure that their personalized content on your landing pages or
form builder goes beyond the basics and emails is a must-have component of Marketing
understand how helpful the lead scoring Automation. Heres what you need to keep an
featureis. eye out for.

Landing page builder: How intuitive and Audience segmentation: Can you create
flexible is their page generation feature? rules to segment your audience based on
Form Builder: Does the solution include behavior or attribution?
easy-to-use form building to capture leads Personalized experience: Does it allow the
on your site or landing page? delivery of personalized content on
CRM integration: Does it have a built-in landing pages or your website based
CRM solution or integration with your on segments?
CRM platform? Drip campaigns: Does it include an option
Drip campaigns: Can you create for nurture campaigns? Can you maintain
customizable email flows based on specific your brand presence or communicate
tracked behavior? promotions? Can you incorporate past
Lead scoring: Do you have the option to purchases or actions to influence the
assign points to leads based on their content?
interaction with your site and emails? Branching: Can you easily place a contact in
Alerts: Does it include the option to send a different flow?
alerts via CRM or email when leads hit score Scoring and alerts: Can score be used to
criteria? alert the sales team or prompt additional
promotions?
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Media center and content repository

While the experience provided to your audience is extremely important, Marketing Automation
solutions must also offer intuitive and flexible tools in the backend management. Understanding
how easy or complicated to use they actually are will help you a long way.

Media center: Does the solution have a simple and easy-to-use content repository for all your
files, from images, text, media or docs?
Repurposed landing pages: Can you use the same landing page for a campaign, for all the
sources you use to attract leads?
Reusable forms: Is the form builder on the platform able to use dynamic data or do you have to
create a different form for each source?
Images and files: Does it include an easy option to reuse images or to link to files in your media
center?
Reusable content: If need be, can you use the same content in multiple places?

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Marketing Automation is a winning strategy for companies focused on sales and marketing
optimization, lead nurturing, personalized marketing messages and much more. For B2B companies
its the most effective way to integrate sales and marketing, reach customers and achieve goals.

It might not be easy to get started, but we are here if you have any questions.

Keep in touch!

Your Dedicated Marketing Loopies

(0040) 751-879113

office@loopaa.ro