marketing automation for small business AWS
Module Six Transcripts
MARKETING AUTOMATION FOR SMALL BUSINESS
Bob The Teacher, Manager of Marke1ng Educa1on at LeadPages®
MODULE 6: MARKETING AUTOMATION TOOLBOX Bob The Teacher Note: The following transcripts have been created to assist you in implemen:ng the lessons of this course. Since they are essen:ally verba:m, these transcripts should be read with a “speaking” English perspec:ve, as they may contain slight gramma:cal errors due to the nature of recorded training.
The first half of this course we’ve been talking about marke=ng automa=on from a strategic level making sure you understand how to plan out the way to automate your business. Now let’s take a look at the marke=ng automa=on toolbox and see what tools you can actually use in order to put this into ac=on. Let’s dive in. The marke=ng technology landscape is a crowded place. ScoB Brinker, the Chief Marke=ng Technologist behind ChiefMarTec.com illustrates the industry’s 1800 plus companies here. With such an overwhelming universe that’s growing rapidly every day, I want you to remember a few things as you choose what’s going to be in your automa=on toolbox. First, many of these marke=ng technologies include some aspect of marke=ng automa=on inside of them, but none of them do everything that a small business owner will need by itself. You’ll likely want a combina=on of best-‐of-‐breed point solu=ons instead of trying to find a single all-‐in-‐one solu=on. This is because it’s impossible to rely on just one plaOorm and be happy about it. In our experience, we’ve yet to discover that holy grail of an all-‐in-‐one plaOorm, and believe instead that it’s the integra=ons of mul=ple point solu=ons together that works best for small business. As you evaluate the various marke=ng automa=on tools, focus on the most important factors to your company’s needs: func=onality, complexity, the learning curve for you and your team, the growth trajectory of your company and the features you may need later this year or next year as you grow, the support they offer, and the return on investment you can expect from successfully profi=ng from the par=cular tools you’re going to use. In a moment, I’ll break down a list of tools I can suggest you start looking at. But these are a star=ng point for your considera=on, and shouldn’t be seen as an exclusive endorsement by any means. I recommend taking a look at the ones I’m using as examples, and compare their alterna=ves in your search to evaluate them for your company’s adop=on. Your Marke=ng Automa=on Toolbox will eventually consist of up to 5 types of automa=on tools. These categories are: strategic planning tools, external automa=on tools, internal automa=on tools, analy=cs tools, and a command center to connect them all together. First, let’s take a look at strategic planning tools. As you’ve likely gathered by now, our primary goal for this course is to get you to think more strategically about marke=ng automa=on because, ul=mately, your success will be determined by your planning.
LeadPages® Marke=ng Automa=on for Small Business -‐ Module Six Transcripts | Bob Jenkins
2
With any strategic planning tool, the key is how well they help you to visualize the automa=on workflows and campaigns you want to create. Don’t neglect the power and simplicity of pen and paper or a whiteboard as a tool for your planning. Although they are more difficult to edit, these “real world” tools are s=ll a powerful way to map out your strategy. On a computer, a simple tool to use is your favorite presenta=on soaware, such as PowerPoint or Keynote. With diagram and flow chart icons, this is an easy tool to use for simpler automa=on workflows. In Module 9 of this course, I’ll demonstrate one automa=on workflow using Keynote. Two online diagramming tools to check out are Draw.io and LucidChart. Both of these offer similar capabili=es and can be shared more easily with other members of your team. In Module 10, Chris Davis will show off a workflow with Draw.io, and give you some =ps on using it. In module 11, Nate Johnson and I will dig into a campaign he’s created using LucidChart, and give you ideas on gedng started with that. Next, let’s talk about your external marke=ng automa=on tools. These tools will help you execute your strategy in communica=ng with your prospects and clients, and delivering your content, products, and services. The most important automa=on tool in your toolbox will be your CRM or ESP. This is also where you will most likely allocate most of your automa=on budget. The primary difference between a CRM and an ESP is the details of your data. Although both allow you to collect leads and communicate with them via automated email, CRMs include the ability to manually add details to contact records, score your leads, and incorporate sales team processes -‐ so a Customer Rela=onship Management soaware plaOorm gives you a lot of power. You’ll typically find the most granular segmenta=on op=ons within CRMs as well. Top solu=ons in this category include Hubspot, Marketo, Salesforce, and Infusionsoa. Example email service providers include Aweber, Ac=ve Campaign, MailChimp, Emma, and ConvertKit. These allow you to send out automated, permission-‐based emails to your subscribers and customers. They also allow you to tag or segment your list for customized communica=on. The next external automa=on tool category is =med content delivery. Showing custom content to members over a defined period of =me can be done with tools like WishList, Digital Access Pass, and Teachable. Customer service is best performed by help desk solu=ons like HelpScout, ZenDesk, and Intercom.io. In addi=on to offering an automated =cket system, these types of tools typically include the ability to create a self-‐service knowledgebase. Payment systems are another type of external automa=on tool. Being able to collect one-‐=me payments, payment plans, and subscrip=on payments are a necessity for any small business. Check out Paypal, Stripe, Braintree, and their peers to collect payments online. If your company provides appointment-‐based coaching, consul=ng, or demos, you’ll want a scheduling automa=on tool. TimeTrade, Calendly, and ScheduleOnce are great examples to check out in this area.
LeadPages® Marke=ng Automa=on for Small Business -‐ Module Six Transcripts | Bob Jenkins
3
Finally, webinars are an important sales channel for many small businesses. With varying degrees of automa=on available, you’ll want to check out GoToWebinar from Citrix, StealthSeminar, and EverWebinar. Now let’s turn our aBen=on to Internal Automa=on tools. These are important to streamline your company’s processes between members of your team, and prevent things from falling through the cracks. Many of the external automa=on tools I men=oned in the external sec=on also include internal automa=on features. These hybrid systems will include front-‐facing and backend rules. To streamline a sales team’s handling of appointments and leads, you’ll want to use a CRM, such as Hubspot, Marketo, Salesforce, or Infusionsoa. Rou=ng =ckets to different members of your customer support team can be done with rules and macros inside help desk soaware solu=ons like HelpScout and ZenDesk. Your own produc=vity and follow-‐through can be streamlined with personal automa=on tools, like Boomerang for Gmail, Zapier, and If This Then That (or IFTTT). And in the areas of Project Management, your company would benefit from automa=on solu=ons like Trello, Asana, or JIRA. These types of tools help you plan out your projects, who on your team does what, and keeps everyone updated with due dates, status updates, etc. Measuring your results will be a cri=cal part of your success with marke=ng automa=on, so let’s break down analy=cs tools next. With these types of tools in place, you’ll be able to measure your results so you can make data-‐ driven decisions instead of relying on hunches or other people’s untested advice. The good news is most automa=on tools include analy=cs for the core features of those plaOorms. The bad news is they usually don’t include a more comprehensive look at your data across mul=ple plaOorms. That’s why you’ll want to incorporate an analy=cs dashboard into your toolbox. These types of tools typically include some kind of tracking code for you to include on all relevant webpages and marke=ng assets. Examples of mul=-‐channel analy=cs dashboards are Google Analy=cs, MixPanel, KISSmetrics, Woopra, and Tableau. Not only do these dashboards keep track of your data, they also provide visualiza=ons of your data to help you make sense of the numbers. The final category of marke=ng automa=on tools is a marke=ng command center. This is a new category, and the primary aim of these types of tools are to integrate mul=ple marke=ng automa=on plaOorms together so they communicate across APIs. In other words, when par=cular events happen in one or more of the plaOorms, an automa=on rule can be triggered inside another plaOorm. You’ll want to check out Center™ by LeadPages® for the crea=on of your marke=ng command center. Unlike aBempts at crea=ng an all-‐in-‐one marke=ng hub that lock users into their proprietary systems, Center™ serves as the brain for all the other marke=ng tools you are already using -‐ and is therefore rela=vely agnos=c when it comes to which external and internal automa=on tools you are using. For more details about Center, go to leadpages.to/centerautoma1on.
LeadPages® Marke=ng Automa=on for Small Business -‐ Module Six Transcripts | Bob Jenkins
4
Remember to choose your automa=on tools based on the specific needs, skills, and resources of your company. And never overlook the importance of a clear strategy before you implement any of them.
More From LeadPages® More marke=ng educa=on in the LeadPages® Marke1ng Library (leadpages.net/library) Not a customer yet? Join LeadPages® today! (leadpages.to/automatewithlp) Learn more about Center™ by LeadPages® (leadpages.to/centerautoma=on) Already a LeadPages® member? Login to your account (my.leadpages.net)
LeadPages® Marke=ng Automa=on for Small Business -‐ Module Six Transcripts | Bob Jenkins
5
MARKETING AUTOMATION FOR SMALL BUSINESS
Bob The Teacher, Manager of Marke1ng Educa1on at LeadPages®
MODULE 6: MARKETING AUTOMATION TOOLBOX Bob The Teacher Note: The following transcripts have been created to assist you in implemen:ng the lessons of this course. Since they are essen:ally verba:m, these transcripts should be read with a “speaking” English perspec:ve, as they may contain slight gramma:cal errors due to the nature of recorded training.
The first half of this course we’ve been talking about marke=ng automa=on from a strategic level making sure you understand how to plan out the way to automate your business. Now let’s take a look at the marke=ng automa=on toolbox and see what tools you can actually use in order to put this into ac=on. Let’s dive in. The marke=ng technology landscape is a crowded place. ScoB Brinker, the Chief Marke=ng Technologist behind ChiefMarTec.com illustrates the industry’s 1800 plus companies here. With such an overwhelming universe that’s growing rapidly every day, I want you to remember a few things as you choose what’s going to be in your automa=on toolbox. First, many of these marke=ng technologies include some aspect of marke=ng automa=on inside of them, but none of them do everything that a small business owner will need by itself. You’ll likely want a combina=on of best-‐of-‐breed point solu=ons instead of trying to find a single all-‐in-‐one solu=on. This is because it’s impossible to rely on just one plaOorm and be happy about it. In our experience, we’ve yet to discover that holy grail of an all-‐in-‐one plaOorm, and believe instead that it’s the integra=ons of mul=ple point solu=ons together that works best for small business. As you evaluate the various marke=ng automa=on tools, focus on the most important factors to your company’s needs: func=onality, complexity, the learning curve for you and your team, the growth trajectory of your company and the features you may need later this year or next year as you grow, the support they offer, and the return on investment you can expect from successfully profi=ng from the par=cular tools you’re going to use. In a moment, I’ll break down a list of tools I can suggest you start looking at. But these are a star=ng point for your considera=on, and shouldn’t be seen as an exclusive endorsement by any means. I recommend taking a look at the ones I’m using as examples, and compare their alterna=ves in your search to evaluate them for your company’s adop=on. Your Marke=ng Automa=on Toolbox will eventually consist of up to 5 types of automa=on tools. These categories are: strategic planning tools, external automa=on tools, internal automa=on tools, analy=cs tools, and a command center to connect them all together. First, let’s take a look at strategic planning tools. As you’ve likely gathered by now, our primary goal for this course is to get you to think more strategically about marke=ng automa=on because, ul=mately, your success will be determined by your planning.
LeadPages® Marke=ng Automa=on for Small Business -‐ Module Six Transcripts | Bob Jenkins
2
With any strategic planning tool, the key is how well they help you to visualize the automa=on workflows and campaigns you want to create. Don’t neglect the power and simplicity of pen and paper or a whiteboard as a tool for your planning. Although they are more difficult to edit, these “real world” tools are s=ll a powerful way to map out your strategy. On a computer, a simple tool to use is your favorite presenta=on soaware, such as PowerPoint or Keynote. With diagram and flow chart icons, this is an easy tool to use for simpler automa=on workflows. In Module 9 of this course, I’ll demonstrate one automa=on workflow using Keynote. Two online diagramming tools to check out are Draw.io and LucidChart. Both of these offer similar capabili=es and can be shared more easily with other members of your team. In Module 10, Chris Davis will show off a workflow with Draw.io, and give you some =ps on using it. In module 11, Nate Johnson and I will dig into a campaign he’s created using LucidChart, and give you ideas on gedng started with that. Next, let’s talk about your external marke=ng automa=on tools. These tools will help you execute your strategy in communica=ng with your prospects and clients, and delivering your content, products, and services. The most important automa=on tool in your toolbox will be your CRM or ESP. This is also where you will most likely allocate most of your automa=on budget. The primary difference between a CRM and an ESP is the details of your data. Although both allow you to collect leads and communicate with them via automated email, CRMs include the ability to manually add details to contact records, score your leads, and incorporate sales team processes -‐ so a Customer Rela=onship Management soaware plaOorm gives you a lot of power. You’ll typically find the most granular segmenta=on op=ons within CRMs as well. Top solu=ons in this category include Hubspot, Marketo, Salesforce, and Infusionsoa. Example email service providers include Aweber, Ac=ve Campaign, MailChimp, Emma, and ConvertKit. These allow you to send out automated, permission-‐based emails to your subscribers and customers. They also allow you to tag or segment your list for customized communica=on. The next external automa=on tool category is =med content delivery. Showing custom content to members over a defined period of =me can be done with tools like WishList, Digital Access Pass, and Teachable. Customer service is best performed by help desk solu=ons like HelpScout, ZenDesk, and Intercom.io. In addi=on to offering an automated =cket system, these types of tools typically include the ability to create a self-‐service knowledgebase. Payment systems are another type of external automa=on tool. Being able to collect one-‐=me payments, payment plans, and subscrip=on payments are a necessity for any small business. Check out Paypal, Stripe, Braintree, and their peers to collect payments online. If your company provides appointment-‐based coaching, consul=ng, or demos, you’ll want a scheduling automa=on tool. TimeTrade, Calendly, and ScheduleOnce are great examples to check out in this area.
LeadPages® Marke=ng Automa=on for Small Business -‐ Module Six Transcripts | Bob Jenkins
3
Finally, webinars are an important sales channel for many small businesses. With varying degrees of automa=on available, you’ll want to check out GoToWebinar from Citrix, StealthSeminar, and EverWebinar. Now let’s turn our aBen=on to Internal Automa=on tools. These are important to streamline your company’s processes between members of your team, and prevent things from falling through the cracks. Many of the external automa=on tools I men=oned in the external sec=on also include internal automa=on features. These hybrid systems will include front-‐facing and backend rules. To streamline a sales team’s handling of appointments and leads, you’ll want to use a CRM, such as Hubspot, Marketo, Salesforce, or Infusionsoa. Rou=ng =ckets to different members of your customer support team can be done with rules and macros inside help desk soaware solu=ons like HelpScout and ZenDesk. Your own produc=vity and follow-‐through can be streamlined with personal automa=on tools, like Boomerang for Gmail, Zapier, and If This Then That (or IFTTT). And in the areas of Project Management, your company would benefit from automa=on solu=ons like Trello, Asana, or JIRA. These types of tools help you plan out your projects, who on your team does what, and keeps everyone updated with due dates, status updates, etc. Measuring your results will be a cri=cal part of your success with marke=ng automa=on, so let’s break down analy=cs tools next. With these types of tools in place, you’ll be able to measure your results so you can make data-‐ driven decisions instead of relying on hunches or other people’s untested advice. The good news is most automa=on tools include analy=cs for the core features of those plaOorms. The bad news is they usually don’t include a more comprehensive look at your data across mul=ple plaOorms. That’s why you’ll want to incorporate an analy=cs dashboard into your toolbox. These types of tools typically include some kind of tracking code for you to include on all relevant webpages and marke=ng assets. Examples of mul=-‐channel analy=cs dashboards are Google Analy=cs, MixPanel, KISSmetrics, Woopra, and Tableau. Not only do these dashboards keep track of your data, they also provide visualiza=ons of your data to help you make sense of the numbers. The final category of marke=ng automa=on tools is a marke=ng command center. This is a new category, and the primary aim of these types of tools are to integrate mul=ple marke=ng automa=on plaOorms together so they communicate across APIs. In other words, when par=cular events happen in one or more of the plaOorms, an automa=on rule can be triggered inside another plaOorm. You’ll want to check out Center™ by LeadPages® for the crea=on of your marke=ng command center. Unlike aBempts at crea=ng an all-‐in-‐one marke=ng hub that lock users into their proprietary systems, Center™ serves as the brain for all the other marke=ng tools you are already using -‐ and is therefore rela=vely agnos=c when it comes to which external and internal automa=on tools you are using. For more details about Center, go to leadpages.to/centerautoma1on.
LeadPages® Marke=ng Automa=on for Small Business -‐ Module Six Transcripts | Bob Jenkins
4
Remember to choose your automa=on tools based on the specific needs, skills, and resources of your company. And never overlook the importance of a clear strategy before you implement any of them.
More From LeadPages® More marke=ng educa=on in the LeadPages® Marke1ng Library (leadpages.net/library) Not a customer yet? Join LeadPages® today! (leadpages.to/automatewithlp) Learn more about Center™ by LeadPages® (leadpages.to/centerautoma=on) Already a LeadPages® member? Login to your account (my.leadpages.net)
LeadPages® Marke=ng Automa=on for Small Business -‐ Module Six Transcripts | Bob Jenkins
5
