Below is the article published on Chambé-Carnet – Thanks to Sandrine for this interview!
Original article here
Let’s continue our interview about the conference “ Je Dis Web ” which will be hosted by Daniel Rivalin on June 12.
Hello Daniel. If you want to discover the methods and tools of Marketing Automation, where should you start?
1 - Take stock of your available value-added content, and think about creating it regularly if that is not yet the case.
2 – Start to segment your customer / prospect databases and new contacts.
Example in e-commerce:
- the visitor left their contact details in exchange for a coupon (marketing-qualified) but has not placed an order: in a way, they need to be “kept warm”.
– the visitor has already ordered, no longer orders, but opens our emails and visits the site (customer-qualified, dormant but active): you need to keep nurturing them.
– the visitor has already ordered, no longer orders, no longer opens our emails nor visits the site (customer-qualified, durably dormant): contacts and outreach need to be spaced out.
Example of targeted key accounts:
– in the discovery phase: we do not yet have a name, except for the company name thanks to the IP address (not marketing-qualified),
– we have a name, and they have proven knowledge of the products (marketing-qualified)
– at the beginning of the relationship with initial digital exchanges, PDF download (sales pre-qualified)
– in a sales relationship (sales-qualified)
3 – Next, imagine what could interest your audience, according to their level of knowledge and interest in the products or services offered. In our marketing automation software, we will then:
– insert the tracking script on our site,
– import a first contact database,
– create a few segments based on products or services, or visitor profiles,
– send a very simple first email campaign, to see the magic happen…
– create our first simple semi-automated sequence, namely:
a. a first email,
b. a landing page with a “gift”: coupon, rich content, a question for which we ask for feedback,
c. a thank-you page,
d. a thank-you email,
e. scoring based on each action,
f. automatic reporting.
What tools or techniques do you use most often?
Normally all the tools are included in the marketing automation platform.
But at the beginning, to become familiar with the approach, I ask the company to segment its communities, no longer only according to products and services, applications, and markets, but also according to their level of maturity, what Americans call the “lead stage” (the stage in the funnel).
What can you expect from a marketing automation professional in order to truly test this approach before making a commitment?
When trying out a marketing automation platform, the provider normally proposes creating a very simple sequence including: an email, a landing page, a thank-you page, and a thank-you email.
A few examples of indicators to measure the impact of the method and calculate the benefits of its implementation?
Intelligent reporting is at the heart of the system. You simply need to create the indicators that make the most sense for the company. Knowing that there are 2 types of campaigns:
– one-off campaigns, with a beginning and an end,
– ongoing campaigns, which trigger automatically on their own when the conditions are met. Their associated reports do as well.
For each, suitable indicators are created, for example by product family, number of prospects, etc.
Thank you for this information. See you on 26/05 for one final interview before your conference on 12/06!
