Marketing Automation Demo
Let’s take you through a quick spin around the capabilities of marketing automation.
We’ll start with a really basic capability (one that we’d advise against using in real life, by the way): when somebody visits a web page, they’re automatically sent an email.
Marketing automation and you
The demo starts when you enter your details in the form. If you don’t want to tell us who you are – no problem. Set up a free, temporary email address at EmailOnDeck.
The contact details form raises an important point about marketing automation. Nothing happens until you’ve chosen to give your contact details to the website. This is an advantage, not a limitation. You don’t want automation to ferret out somebody’s contact details in some nefarious way. Apart from being illegal, it’s counter-productive. If you get their email address stealthily they don’t think “oh, you’re clever”. No, they think you’re creepy and intrusive.
Only work with contact details that are given willingly.
Once you’ve filled in the form you’ll get an email to confirm it was really you who sent in your email address. This double opt-in process is standard practice for reputable businesses.
Basic automation: web page to email
This demo portrays you as somebody interested in brand marketing. Take a look at this page about brand advertising. The page will open in a new window that you can close as soon as you like. After about 15 minutes you’ll get an automatic email.
You can use this capability to send visitors extra information about the product, service or topic the page was about. In real life, you wouldn’t bombard anyone with an email just because they visited one solitary page. That level of interest doesn’t justify it.
Better automation: multiple web pages to email
Having visited three different pages about branding (not the same page three times), we might reasonably assume that you’re interested in it. Now would be a more appropriate time to send you an email offering extra information. That email is already on its way to you.
Smarter marketing automation
If we design our website well, we can send emails depending on the type of pages visited, not just the quantity. You might just be browsing. You might be quite interested in purchasing. Or you might be on the verge of making a decision. If we put our thinking caps on, we can design pages that cater to each of these buyer personas.
Click on one of the following three links (just one of them):
- The first option discusses broadening a narrow brand. If you go to this page we’d assume you’re still just browsing. Your level of interest justifies an email but you’re not ready to buy. We don’t want to try to sell to you. We’ll just send you more relevant information about past users. That email will be on its way to you if that’s the link you clicked.
- The second option is a page that contains a lot of detail about building a strong brand. If you go to this page it tells us you’re thinking about taking action. You’re more than a browser. Now would be an appropriate time to tell you about how you get the rest of your management team on-board with the project. If you picked this option, the email’s on its way.
- The third option shows our Terms & Conditions of Sale. If you go there you’re seriously thinking about buying. We won’t try to sell to you through an email but we will tell you about how we make it easy to buy from us. We’ll send you details of finance packages that spread the costs over time. That email will be on its way to you if that’s the link you clicked.
Behind the scenes of marketing automation
Let’s reveal something else that’s happening in the background as you click on these links. Your score is being adjusted to reflect what products or services you’re interested in and how interested you are. This is how we make sure our marketing automation keeps emails relevant and timely.
Click on the picture of the golfer checking his score. Our automation will send you an email telling you what your scores are. Some will be related to demo topics. Some will be real scores related to topics on the website. If you’ve visited other pages on our site you’ll see that your scores reflect this. We’d normally keep this information private but this is a demo! The email serves two purposes:
- Yes, it tells you your scores.
- It also shows that marketing automation does more than react to which pages you visit. It reacts to what you do on those pages e.g. actions like clicking on pictures.
Marketing automation combines web, email and database activity
Let’s imagine we asked you for your job title but you didn’t give it. That wouldn’t matter if never looked at another web page and ignored our emails – you’re not interested in buying from us. We don’t want to hassle you. But if you visited lots of pages and clicked on email links, you probably like what you see. We want to know as much as we can about you. By now, you probably trust us enough to tell us more.
If you clicked on the link in the earlier email about your scores, you’ll have triggered another email. The combination of web visits, email clicks and an empty job title field says to us “this is an interested prospect that we need to know more about.”
Our system has sent you another email asking you for more information about yourself. It doesn’t say “give us information because we’re nosy”. It explains why more information means more relevant emails. We don’t send technical specifications to Financial Directors.
We could use the same process to collect phone numbers, company names, market sectors, seniority or any other useful information.
Processes can be triggered by any of the information we hold: products purchased, markets served, events attended, etc. It’s worth remembering that Zoho MarketingHub (the power behind our marketing automation) accesses information held in Zoho CRM, Zoho Books (accounts), Zoho Backstage and other apps.
Let your imagination soar
We’ve covered the building blocks for most marketing automation systems. Your next step is to plan what activities by a visitor should trigger which reactions from you. The sky’s the limit. Your processes will be governed by what materials you have that you could send. If a visitor’s seen your web page on document storage but hasn’t downloaded your handbook about it, that’s the sort of thing you can offer by email.
A smart website that can do all of this is beyond the grasp of most enterprise organisations. Even those that have invested tens of thousands in Hubspot, Pardot (Salesforce) or Marketo usually fail to use them properly. It’s the ideal opportunity for SMEs to steal a march.
If you’ve got web traffic, make money from it.
But also keeping in mind that it’s only worth creating a process for an activity that might make your some money. Technology for technology’s sake is a road to ruin.