marketing automation for small business
Module Five Transcripts
MARKETING AUTOMATION FOR SMALL BUSINESS
Bob The Teacher, Manager of Marke1ng Educa1on at LeadPages®
MODULE 5: INTERNAL AUTOMATION - OPPORTUNITIES FOR EFFICIENCY Bob The Teacher and Nate Johnson 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.
I want to show you inside of another marke:ng automa:on workflow and this :me it’s all about taking your new customer and engaging them so that they’re sa:sfied with their purchase and making sure that they know they’re going to be well taken care of. To help me show you this module I’ll turn to Nate Johnson, our marke:ng automa:on specialist. Bob:
Welcome back Nate, for another module of the Market Automa:on for Small Business course.
Nate:
Yeah, thanks Bob.
Bob:
This one is all about having internal automa:on, as part of your marke:ng strategy. We've already talked about external, we've already talked about segmenta:on. A lot of people just leave internal automa:on alone. They don't even realize it's possible. So why do you geek out on internal automa:on?
Nate:
Three reasons. There's a huge opportunity to save :me, to save money, and to really mul:ply your results. I mean, most people focus on the external, and completely ignore the internal.
Bob:
The result is of course, they're frustrated. Without this in place, what are some of those frustra:ons that internal automa:on is going to help them to overcome?
Nate:
Well I think everyone of us has figured out something in our business that works. Right? Whether it's an email that you did, a tweet that you sent to a customer, but you maybe do it a couple :mes, and you never do it again. Right? So your missing out on that mul:plier of actually doing it. The important stuff in your work gets in the way.
Bob:
Because essen:ally, we get lazy right?
Nate:
Yes. You’re essen:ally elimina:ng laziness and human error.
Bob:
It also seems like, at least in my business experience, that if I don't do these types of things, I become a boQleneck in my own business, and then the rest of things behind it don't get done either.
Nate:
Yeah. I mean as the visionary, you have to step out of your business, and start working on the business, building the pipeline, instead of puRng out fires all day.
LeadPages® Marke:ng Automa:on for Small Business -‐ Module Five Transcripts | Bob Jenkins
2
Bob:
Talk to us about that formula that you have of four ques:ons, that help guide the internal marke:ng automa:on strategy.
Nate:
The ques:ons that I go through are: What happened? Who needs to know about it? What's the priority? What's the ac:on to be taken, and who should be taking it?
Bob:
Those are excellent ques:ons to ask, and I think having those answers helps propel me forward, if I'm running my business this way. But I have a feeling that I might likely get tripped up in this process. Where am I going to have that obstacle in my way, to successfully put in place internal automa:on?
Nate:
The obstacle that everyone runs into is not looking at people as like tasks, as a task to be carried out. When x happens, y should be the result of that every single :me. It's just a process that's always going.
Bob:
Some:mes that a person that's going to execute that task, as opposed to only relying on machinery and so[ware.
Nate:
That's a great way to put it. Imagine if a customer purchases, every single :me they do, you want to send a handwriQen thank you leQer. That would be a process that's being carried out by a person.
Bob:
Got it, but to be reminded that customer has just joined, can be an automated no:fica:on, and then that person writes the note, and sends it out.
Nate:
Yes, so that's the real role of it, is not relying on that person, but relying on your system to always be feeding them the no:fica:ons to do that crucial task.
Bob:
I'd love for you Nate to reveal to us, some of those strategies that businesses can take on, when it comes to internal marke:ng automa:on. For example, I know that some people in our audience have sales teams. That's a major part of their marke:ng efforts. Talk us through an internal automa:on process, that a sales team would go through.
Nate:
That lead comes in, and it goes to somebody who's going to try and qualify the lead. They might reach out, and try to set an appointment, book some :me on the calendar, and then, you can have automated reminders that are going out about that appointment.
Bob:
In a sales organiza:on, that may be denoted as a sales development rep, or an SDR. They're the ones that are screening this lead, checking to see if they're qualified, and then passing them on to that next stage.
Nate:
Correct.
Bob:
What would that next step be?
Nate:
The next step would actually be geRng them on the phone with that sales rep, so they can make the sales presenta:on.
Bob:
The automa:on in this part would be sales development rep clicks a buQon, and that persons contact informa:on goes over to their CRM, and then flags a no:fica:on to the sales representa:ve, or the account execu:ve, who's going to schedule :me with that prospect.
LeadPages® Marke:ng Automa:on for Small Business -‐ Module Five Transcripts | Bob Jenkins
3
Nate:
Yes, so the automa:on internally will take care of all the handouts, all the reminders, the no:fica:ons, and enrich the lead along the way.
Bob:
Cool, and I don't know about you, but if your spending all you :me inside your email account, passing notes back and forth, trying to schedule mul:ple people, it's a big :me waster in most companies.
Nate:
Definitely.
Bob:
Let's take another example, so that this really drives home all the different varia:ons of internal automa:on. Let's take a look at the idea of a customer. Someone who is a customer, we want to take them from being just an average person who's purchased a product, and turn them into an evangelist. What’s some of the automa:on internally, that we can do to get them from here, to where we want them to go.
Nate:
A few things that I've used personally, is one, sending a survey. Definitely every customer gives a survey to see kind of where they're at. The next thing is to reach out to them on social media. That obviously is going to require a person. You can send a note, via your internal automa:on, to your social media person to reach out, to follow them on TwiQer, to like something that they posted. Then again in the future, you can set these reminders to like tweets and things, as the reorder points come up for your product.
Bob:
Another example I think would be helpful, is what happens with those customers who aren't quite doing what we want them to do? Talk to us about automa:on that can happen when somebody is turning down that pathway, to becoming a bad customer.
Nate:
As someone turns that corner, your looking for several dis:nct things. It might be support :ckets that are being filed, viewing your terms page, your cancella:on page, all these are really great triggers that you should have someone in customer reten:on reach out to those people immediately.
Bob:
Got it, so if they've submiQed so many help desk :ckets, they've also visited that cancella:on page, you want to make sure your are able to have someone on your team know about it. They get to reach out to them on that reten:on, and hopefully save them as a customer, turn them around into that evangelist down the road.
Nate:
Definitely, in a :mely manner. I've seen it work :me and :me again, just like you said.
Bob:
Later in this course, we're going to map out a work flow, for helping your internal automa:on. Before we do that, we have some ac:ons steps for you to take. Nate, walk us through. What would you recommend any business owner right now to do, so they can have a strategy for their internal automa:on?
Nate:
I think the biggest thing is just knowing the four ques:ons. What happened? Who needs to know? What's the priority, and what's the next ac:on that has to be taken?
Bob:
Inside the handouts we have for this module, we include a step-‐by-‐step map out, of what you should do with these ques:ons. Go ahead and take ac:on on that right now, and finish that step to get your strategy in place, for your internal marke:ng automa:on.
LeadPages® Marke:ng Automa:on for Small Business -‐ Module Five Transcripts | Bob Jenkins
4
More From LeadPages® More marke:ng educa:on in the LeadPages® Marke-ng 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 Five Transcripts | Bob Jenkins
5
MARKETING AUTOMATION FOR SMALL BUSINESS
Bob The Teacher, Manager of Marke1ng Educa1on at LeadPages®
MODULE 5: INTERNAL AUTOMATION - OPPORTUNITIES FOR EFFICIENCY Bob The Teacher and Nate Johnson 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.
I want to show you inside of another marke:ng automa:on workflow and this :me it’s all about taking your new customer and engaging them so that they’re sa:sfied with their purchase and making sure that they know they’re going to be well taken care of. To help me show you this module I’ll turn to Nate Johnson, our marke:ng automa:on specialist. Bob:
Welcome back Nate, for another module of the Market Automa:on for Small Business course.
Nate:
Yeah, thanks Bob.
Bob:
This one is all about having internal automa:on, as part of your marke:ng strategy. We've already talked about external, we've already talked about segmenta:on. A lot of people just leave internal automa:on alone. They don't even realize it's possible. So why do you geek out on internal automa:on?
Nate:
Three reasons. There's a huge opportunity to save :me, to save money, and to really mul:ply your results. I mean, most people focus on the external, and completely ignore the internal.
Bob:
The result is of course, they're frustrated. Without this in place, what are some of those frustra:ons that internal automa:on is going to help them to overcome?
Nate:
Well I think everyone of us has figured out something in our business that works. Right? Whether it's an email that you did, a tweet that you sent to a customer, but you maybe do it a couple :mes, and you never do it again. Right? So your missing out on that mul:plier of actually doing it. The important stuff in your work gets in the way.
Bob:
Because essen:ally, we get lazy right?
Nate:
Yes. You’re essen:ally elimina:ng laziness and human error.
Bob:
It also seems like, at least in my business experience, that if I don't do these types of things, I become a boQleneck in my own business, and then the rest of things behind it don't get done either.
Nate:
Yeah. I mean as the visionary, you have to step out of your business, and start working on the business, building the pipeline, instead of puRng out fires all day.
LeadPages® Marke:ng Automa:on for Small Business -‐ Module Five Transcripts | Bob Jenkins
2
Bob:
Talk to us about that formula that you have of four ques:ons, that help guide the internal marke:ng automa:on strategy.
Nate:
The ques:ons that I go through are: What happened? Who needs to know about it? What's the priority? What's the ac:on to be taken, and who should be taking it?
Bob:
Those are excellent ques:ons to ask, and I think having those answers helps propel me forward, if I'm running my business this way. But I have a feeling that I might likely get tripped up in this process. Where am I going to have that obstacle in my way, to successfully put in place internal automa:on?
Nate:
The obstacle that everyone runs into is not looking at people as like tasks, as a task to be carried out. When x happens, y should be the result of that every single :me. It's just a process that's always going.
Bob:
Some:mes that a person that's going to execute that task, as opposed to only relying on machinery and so[ware.
Nate:
That's a great way to put it. Imagine if a customer purchases, every single :me they do, you want to send a handwriQen thank you leQer. That would be a process that's being carried out by a person.
Bob:
Got it, but to be reminded that customer has just joined, can be an automated no:fica:on, and then that person writes the note, and sends it out.
Nate:
Yes, so that's the real role of it, is not relying on that person, but relying on your system to always be feeding them the no:fica:ons to do that crucial task.
Bob:
I'd love for you Nate to reveal to us, some of those strategies that businesses can take on, when it comes to internal marke:ng automa:on. For example, I know that some people in our audience have sales teams. That's a major part of their marke:ng efforts. Talk us through an internal automa:on process, that a sales team would go through.
Nate:
That lead comes in, and it goes to somebody who's going to try and qualify the lead. They might reach out, and try to set an appointment, book some :me on the calendar, and then, you can have automated reminders that are going out about that appointment.
Bob:
In a sales organiza:on, that may be denoted as a sales development rep, or an SDR. They're the ones that are screening this lead, checking to see if they're qualified, and then passing them on to that next stage.
Nate:
Correct.
Bob:
What would that next step be?
Nate:
The next step would actually be geRng them on the phone with that sales rep, so they can make the sales presenta:on.
Bob:
The automa:on in this part would be sales development rep clicks a buQon, and that persons contact informa:on goes over to their CRM, and then flags a no:fica:on to the sales representa:ve, or the account execu:ve, who's going to schedule :me with that prospect.
LeadPages® Marke:ng Automa:on for Small Business -‐ Module Five Transcripts | Bob Jenkins
3
Nate:
Yes, so the automa:on internally will take care of all the handouts, all the reminders, the no:fica:ons, and enrich the lead along the way.
Bob:
Cool, and I don't know about you, but if your spending all you :me inside your email account, passing notes back and forth, trying to schedule mul:ple people, it's a big :me waster in most companies.
Nate:
Definitely.
Bob:
Let's take another example, so that this really drives home all the different varia:ons of internal automa:on. Let's take a look at the idea of a customer. Someone who is a customer, we want to take them from being just an average person who's purchased a product, and turn them into an evangelist. What’s some of the automa:on internally, that we can do to get them from here, to where we want them to go.
Nate:
A few things that I've used personally, is one, sending a survey. Definitely every customer gives a survey to see kind of where they're at. The next thing is to reach out to them on social media. That obviously is going to require a person. You can send a note, via your internal automa:on, to your social media person to reach out, to follow them on TwiQer, to like something that they posted. Then again in the future, you can set these reminders to like tweets and things, as the reorder points come up for your product.
Bob:
Another example I think would be helpful, is what happens with those customers who aren't quite doing what we want them to do? Talk to us about automa:on that can happen when somebody is turning down that pathway, to becoming a bad customer.
Nate:
As someone turns that corner, your looking for several dis:nct things. It might be support :ckets that are being filed, viewing your terms page, your cancella:on page, all these are really great triggers that you should have someone in customer reten:on reach out to those people immediately.
Bob:
Got it, so if they've submiQed so many help desk :ckets, they've also visited that cancella:on page, you want to make sure your are able to have someone on your team know about it. They get to reach out to them on that reten:on, and hopefully save them as a customer, turn them around into that evangelist down the road.
Nate:
Definitely, in a :mely manner. I've seen it work :me and :me again, just like you said.
Bob:
Later in this course, we're going to map out a work flow, for helping your internal automa:on. Before we do that, we have some ac:ons steps for you to take. Nate, walk us through. What would you recommend any business owner right now to do, so they can have a strategy for their internal automa:on?
Nate:
I think the biggest thing is just knowing the four ques:ons. What happened? Who needs to know? What's the priority, and what's the next ac:on that has to be taken?
Bob:
Inside the handouts we have for this module, we include a step-‐by-‐step map out, of what you should do with these ques:ons. Go ahead and take ac:on on that right now, and finish that step to get your strategy in place, for your internal marke:ng automa:on.
LeadPages® Marke:ng Automa:on for Small Business -‐ Module Five Transcripts | Bob Jenkins
4
More From LeadPages® More marke:ng educa:on in the LeadPages® Marke-ng 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 Five Transcripts | Bob Jenkins
5
