Marketing Automation Demo
Thanks for giving our marketing automation demo a once-over. We know you’re going to be impressed by what it can do. Just wait until it starts doing all this for your website…
Marketing automation demo – tell us who you are
In this demo, you’re playing the part of a visitor to our website. You’re a marketing manager researching marketing strategy. We’re going to track what you do on the site and send you information that’s i) relevant to that subject and ii) appropriate to your stage in a buying process.
We need your email address (or a temporary email address) so we can send the information to you. So step 1 is for you to tell us a little bit about yourself using this form:
Once you’ve completed the form, you’ll get an email checking that it was really you making the request. Emails take between 5 and 30 minutes to arrive depending on how busy the servers are (yes, that’s slower than we’d like for the perfect demo but it’s no problem in real life).
The confirmation email is part of the double opt-in process we use to make sure we don’t send emails to people who don’t want them. All you have to do is press the orange ‘Confirm Request’ button in the email.
Marketing automation demo – browse basic web pages
The goal of our marketing automation demo is to show you how you can nurture and develop sales leads automatically from your website. We want to show you how a visitor’s web activity tells you what they’re interested in and how close they are to purchasing.
Most importantly, we want to show you how marketing automation nurtures awareness, interest and desire without any human involvement.
OK, back to your role as the marketing manager who’s researching marketing strategy…
Once you’ve responded to the confirmation email, we’d like you to visit three of the following pages on our website. It doesn’t matter which three. You don’t have to do it today. Or tomorrow. You can do it when you like. You don’t have to do it in any particular order. Each page will open in a new window. You can close the window once you’ve looked at the page. You can just glance at it too; you don’t have to read every word.
Your actions have told our marketing automation system (Zoho MarketingHub) two things:
- You’re interested in marketing strategy and theory. All those pages relate to that subject.
- You’re just looking. You’re nowhere near wanting to buy anything. This matches our Browser Bill buying persona.
Our job as marketers is to nurture your curiosity. So we’re going to send you an email that matches a browser who’s only curious about marketing strategy and theory. We’d point you to other sources of information. We’d suggest you follow Mark Ritson and join The Marketing Meetup. We’d do everything we could to be helpful. In your business, you’d use equivalent content that suits somebody who’s curious about your product, your services or your industry.
This marketing automation demo only sends you one email. If you click on one of the links you’ll get a thank-you email as a follow-up. The follow-up is just to illustrate that, in real life, we’d send a whole series of emails to nurture your curiosity. But that would be too long-winded for this demo.
The one thing we wouldn’t do at this stage is try to sell anything. People at the Browser Bill stage are not ready to buy. They’ll run a mile if we get too pushy.
Depending on traffic levels, your email should arrive in your Inbox in the next 60 minutes.
Marketing automation demo: read more detailed pages
Let’s assume that we’ve piqued your interest. In your role as a marketing manager, you now want to know more about how to develop a marketing strategy.
We’d like you to visit two of the following pages. Once again, it doesn’t matter which. And once again, you can just glance at the pages; you don’t have to read them.
In real life, this would tell us something new. It would tell us that your curiosity has developed into a strong interest in marketing strategy. If you were still just curious you wouldn’t want a template for creating a strategy of your own. You now match our Interested Iris buying persona.
It’s appropriate to send you different information at this stage of your buying journey. We’d send you guidance on how to write a strategy. We’d help you present it to your Board. We’ll also start to talk about how Forbes Baxter Associates could help in this process – but we’d be gentle. In real life, this is where we would use a series of emails to both help you and promote our services. Subtle selling can start when somebody has reached the Interested Iris stage.
Check your Inbox for the next email.
Marketing automation demo: check pricing and terms
Now imagine that we’ve bowled you over. You’re so impressed by what you’ve read that you’re on the verge of buying. You’re doing your due diligence to make sure we’re the company you want to help you with your marketing strategy.
In your role as the marketing manager, we’d like you to visit the following two pages. Once again, you can just glance at the pages; you don’t have to read them.
In one sense, our marketing automation system responds in the same way as it did before: you’ll get another series of emails (actually just one in this demo). The nature of the emails will be a bit different. Because you’re looking at both pricing and Terms & Conditions of Sale, you’re behaving according to the Purchasing Paula persona.
Our email will suggest that now’s an appropriate time for us to speak on the phone or in person. It might also offer help with other steps in your due diligence process. We could provide case studies that show our experience in a variety of industries. We would introduce the steps we take to turn new customers into a happy customers. We’d suggest discussing account management. Or user groups. Or the processes we follow to make sure projects are delivered on budget and on time.
But the really clever stuff happens in the background and it can only happen because Zoho MarketingHub is integrated with Zoho CRM.
Once you reach this stage, your details are passed from MarketingHub to CRM. You would be assigned an account manager. A CRM task could be generated for that account manager so they know they have to get in touch with you. A deadline can be attached to that task so they don’t let it slide (and their manager finds out if the deadline’s missed).
You’ve instantly overcome the #1 reason leads are lost by SMEs: they get over-looked.
To show that the transfer to CRM has completed successfully, you’ll get one final email from Zoho CRM. We’ll deliberately make it look a little bit different from the emails that come from MarketingHub.
Marketing automation is, well, automatic
The most important thing to remember about this entire process was that it happened automatically. Once we’d set it up, we did nothing. We were far too busy with a tricky putt on the 14th green. Not only is an automated marketing process better and more reliable than a manual process – it’s less work too.
This makes marketing automation an ideal tool for SMEs. SMEs don’t have enough people to manually nurture leads in this way. They skip straight from the ‘curious’ stage to trying to sell something. Or they just hope static web pages persuade people to phone up and buy something. It doesn’t work.
This isn’t an argument for replacing human salespeople with computers. It’s a suggestion that humans are best used at the end of the process – at the pointy end of the funnel – when leads have been warmed up by your automatic processes. Use your salespeople to land the prospects who have shown they’re likely to buy. Leave less committed prospects to the marketing automation system.
Good marketing automation is flexible
This demo shows how marketing automation (when it’s done right) is flexible enough to cope with the different ways people behave when researching and purchasing products or services.
Purchasing isn’t a linear process. Checking our pricing page is not always a sign that somebody’s ready to buy. Some people check pricing very early to see if it’s worth looking any further.
If we set up a bad marketing automation system, it would send you a salesy email as soon as you visited the pricing page. In a badly-designed system, that one action would send your details to the CRM software and generate a sales call. That would drive you away if you were actually at the Browser Bill stage.
A good marketing automation configuration requires several signals – a pattern – before it decides you match a buying persona.
A good marketing automation configuration realises that your buying process is not linear. You might look at our Terms & Conditions of Sale today (and purchasing signal) but go back and look at the Proximity To Profit model tomorrow (a browsing signal). A good marketing automation configuration only reacts to a series of signals, a pattern that shows consistent behaviour.
Similarly, if we used a single lead score for each web visitor, we might send you detailed information on event management when you were only ready for detailed information about running a marketing department. You need to keep separate scores for each product, product family or topic covered by your website.
Zoho MarketingHub gives you the capability for fantastic marketing automation. It’s up to you (and us, if you want our help) to use it intelligently.