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Marketing Automation

Marketing automation is a set of technologies that help the marketer manage the customer experience across multiple online channels. The better the customer's experience, the more likely they are to buy, remain loyal, and become an ardent advocate for your business.


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icon databaseDatabase

Our marketing automation platform hosts your database. It supports the features and functions of the platform and is the home of contact data and activity histories for each lead and customer. You can:

•  Import and export lists easily, without creating duplicate records

•  Segment lists for targeting by any number of characteristics or actions

Import a list from a CRM, and export chosen data to a CRM, updating without overwriting data improperly

•  Manage lists for data hygiene

•  Look at individual profiles and see how that lead or contact is engaging with you: actions taken, web pages looked at, forms filled out, emails clicked on, webinars attended, media downloaded, and more

database



icon automated programs  Automated Programs

Also called "drip" programs, these are used to automate a series of scheduled follow-up messages. As examples, you might create a multi-step lead nurturing program for people who attended a webinar, or launch a free trial conversion program that provided a series of helpful hints followed by a "Your trial ends in 5 days" message, followed by a "Last chance" message only for those who still haven't converted.

Automated programs enable you to:

Save the time of manually keeping track of individuals and sending them appropriate follow-ups

• Set up conditional statements, so that the follow-up you send to a particular individual is based on their profile or behavior 

Create early exit conditions, so leads that convert or become hot prospects can move into another program, or be sent straight to sales

automated programs



icon email marketing engine  Email Marketing Engine

Email remains the hardest working marketing tool, and the most productive, with an ROI that outpaces every other tactic. And, automated campaigns get 200% higher conversion rates than non-automated ones. 

With marketing automation, you can:

•  Create and launch high quality email marketing campaigns with a simple drag and drop interface. No need to know HTML

•  Optimize your email using list segmentation and lead scoring to ensure relevant messages go to the right people

•  Use dynamic content so that an email message will change according to the recipient's profile

•  Integrate forms and landing pages with email campaigns to encourage higher conversion rates

•  Set trigger emails that respond immediately to prospect actions with personalized messages

•  Test and optimize your campaigns with A/B testing. Determine the best converting campaigns even before you go live by running A/B tests to segments of a target list across a broad range of parameter

•  Include trackable links so you can track and measure performance results, including opens, click-throughs, bounces, and other data

email marketing engine



icon lead scoring  Lead Scoring

Lead scoring is the process of assigning numerical value to a lead's attributes, demographics, and actions. It's a good way to identify where a lead is in the buying cycle, and whether a lead is worth spending time on. It's impractical to do by hand, but marketing automation makes it possible and powerful. 

Consider:

•  Work with your sales department to determine which buying signals to score, and with what values

•  Use negative scoring to identify and people who are least likely to buy, such as job seekers or people with low authority

•  Lead scores become part of a lead or contact's dynamic history, providing more intelligence for follow-up

•  Leads that pass a certain threshold can be automatically sent to the sales team

lead scoring



icon analytics  reports  Analytics & Reports

Being able to see how campaigns and programs are performing is a key benefit of using marketing automation. You can measure campaign results in real-time to get insights into campaign performance, and adjust a campaign on the fly. You can also analyze the bigger picture to determine which lists are performing, conversion rates, and more. 

Marketing automation enables you to:

•  See results in graphical or spreadsheet formats

See the details, such as email opens and click-throughs, landing page visits, form submissions, webinar attendance, Twitter retweets, keyword rankings, and much more

Measure your return on investment (ROI) to see the results you’re getting from your marketing spend

analytics  reports



icon crm integration  CRM Integration

If you're using Salesforce, Microsoft Dynamics CRM, Sugar CRM or another CRM system, integrating with your marketing automation database supports lead lifecycle marketing and gives you powerful benefits:

•  Keep raw or top-of-funnel leads in your marketing database and nurture them until they become qualified

•  Move only qualified leads into your CRM for sales to work with, so sales isn't distracted by low-priority leads

•  Return sales-qualified leads that don't close to marketing for further nurturing

crm integration



icon landing pages  Landing Pages

A landing page is a single web page that appears when your prospect clicks a link in an email, an ad, a blog, or other channel. Landing pages let you deliver specific, targeted information and offers to satisfy a lead's need for information or further action.

Marketing automation:

•  Makes it easy to create landing pages, and include forms and surveys

•  Makes it easy to edit a page on the fly and have it served immediately

•  Lets you track the amount of traffic a landing page gets, where it came from, and whether an offer was clicked. This can help you determine whether a specific campaign is driving traffic, or not

•  Hosts the landing page, and shares collected data with the database

landing pages



icon web event integration  Web Event Integration

Web events generate good leads, but are laborious and time-consuming to plan and execute. Marketing automation dramatically reduces the time you spend on organizing for your webinar and creating messaging for it. 

You can:

•  Create an automated program of invitations, reminders, and follow-up emails that will automatically be personalized to the recipient's actions

•  Set the timing of messages precisely and pull the trigger, knowing that your messages will all go out at the times you've designated

•  Send second invitations only to people who haven't yet signed up

•  Capture information from the sign-up form that will create, enhance or update a database listing

•  Score registration and attendance separately

•  Follow-up with messaging targeted to audience segments based on their attendance and level of participation

•  Re-use a past webinar, including its attached messaging and lists

web event integration



icon forms  Forms

Forms and surveys are among the most powerful engagement tools marketing automation gives you. Companies that use marketing automation to tailor forms to prospects' interests enjoy 3X the submission rate. 

With marketing automation, you can:

•  Integrate with a data source such as Data.com and InsideView, so a visitor identified as anonymous may be researched by company

•  Set alerts so sales reps know instantly when a particular person or company hits the website

•  Assign a lead score value to specific pages, so the visitor looking at a pricing page would get more attention than a visitor looking at job listings

forms



icon social marketing  Social Marketing

A recent survey shows that 80% of marketing automation users surveyed are using marketing automation's social media marketing capabilities to acquire new customers. 

Ways to market socially with marketing automation include:

•  Use social publishing to help you manage sharing to multiple channels

•  Use tracking tools to watch and benchmark your competitors' social activities against yours, including how you respectively perform in keywords

•  Use a social prospecting tool to find leads through keywords and respond to them

•  Use a social prospecting tool for reputation management and as a customer support tool; you can proactively look for trending issues

social marketing



icon website visitor tracking  Website Visitor Tracking

While applications such as Google Analytics look at your web traffic from the point of view of your website, website visitor tracking focuses on unique visitors. Being able to see who visits your website and which pages they look at is very valuable information.

You can:

•  Integrate with a data source such as Data.com or InsideView, so a visitor identified as anonymous may be researched by the company

•  Set alerts so sales reps know instantly when a particular person or company hits the website

•  Assign a lead score value to specific pages, so the visitor looking at a pricing page would get more attention than a visitor looking at job listings

website visitor tracking