@uberflip #MAHacks Linda West Director of Digital Marketing, Act-On Software @misslindawest MARKETING AUTOMATION HACKS: ACT-ON Hana Abaza VP Marketing, Uberflip @hanaabaza
@uberflip#MAHacks
Linda WestDirector of Digital Marketing, Act-On Software@misslindawest
MARKETING AUTOMATION HACKS:
ACT-ON
Hana AbazaVP Marketing, Uberflip@hanaabaza
@uberflip#MAHacks
Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar ☺)
@uberflip#MAHacks
STICK AROUND FORA DEMO
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Meet the Expert
Street Cred:
• Act-On is Act-On’s biggest customer• I’ve worked in both the Demand Gen
and Digital teams at Act-On. • My team uses Act-On to drive
awareness, generate leads, and create brand advocates. We constantly find new ways to use our platform.
Linda West
Director of Digital Marketing
Act-On Software
@uberflip#MAHacks
Let’s get hacking
@uberflip#MAHacks
Hack #1: Map Your Buyer Journey, Map Your Content• Before you build it, map it.• Organize your AO assets• Layer on buyer personas if,
you're an advanced content marketer.
• Content is fuel for your engine.
@uberflip#MAHacks
Hack #1: Map Your Buyer Journey, Map Your Content• Before you build it, map it.• Organize your AO assets• Layer on buyer personas if,
you’re an advanced content marketer.
• Content is fuel for your engine.
@uberflip#MAHacks
Hack #1: Map Your Buyer Journey, Map Your Content• Get it all in the Act-On content
library.• Get your content tech
integrations up and running.• Use media links for other stuff
hosted outside of Act-On.
@uberflip#MAHacks
Hack #1: Map Your Buyer Journey, Map Your Content• To gate, or not to gate?• Select high value content that
people are willing to give up contact details for.
• Hint: it has to be valuable.• Two things to consider: 1)
when are they ready, 2) what do you need to communicate effectively
Additional info
Screenshot here
@uberflip#MAHacks
Hack #2: Apply Automated programs to press & influencers
• Press are people, too.• Apply demand generation
principals to other groups that need “nurturing.”
• Collect data, use it as insight, go!
@uberflip#MAHacks
Hack #2: Apply Automated programs to press & influencers• Lead scoring? Try
press engagement scoring! Try influencer scoring!
@uberflip#MAHacks
Hack #2: Apply Automated programs to press & influencers
• Lead Nurturing? Try Automated programs for press, influencers, and partners.
@uberflip#MAHacks
Hack #3: Seek opportunities to expand interactions
• Website visitor tracking.• Auto-responders.• Try to find opportunities where
your customers have to make a decision to say ‘yes’ or ‘no.’
@uberflip#MAHacks
Hack #4: Customer Engagement
• Customers are your biggest revenue source.
• Brand consistency.• Upsell!• Turn customers into advocates.
Top Performing B2B companies invest
52% of their marketing budget on customer retention & expansion
@uberflip#MAHacks
Hack #4: Customer Engagement
• Welcome drips.• Feature adoption.• Pre-empt down-sell and churn. • Renewal automation.• Better customer success
interactions.• Opportunity to work
hand-in-hand with customer support teams.
Additional info
Screenshot here
@uberflip#MAHacks
Hack #5: When in doubt, TEST!• Hey marketers, guess what? Sometimes, your gut is wrong.• Get scientific.
Additional infoScreenshot here
@uberflip#MAHacks
Hack #5: When in doubt, TEST!• Hey marketers, guess what? Sometimes, your gut is wrong.• Get scientific.
@uberflip#MAHacks
Hack #6: Use AO Anywhere
• Single data source for engagement data – put it to work!
• Multiple contexts and use cases for individual workflows and styles.
@uberflip#MAHacks
Hack #6: Use AO Anywhere
• Content, content, content.• Brand consistency.• Leverage what you have.
@uberflip#MAHacks
Hack #6: Use AO Anywhere
• Content, content, content.• Brand consistency.• Leverage what you have.
@uberflip#MAHacks
Research Report: Alignment, Technology, & Revenue Impact
http://bit.ly/1TV905P
Research Report: Rethinking the Role of Marketing
http://bit.ly/1QVzDZq
Resources
@uberflip#MAHacks
QUESTION TIME!
Linda WestDirector of Digital Marketing, Act-On Software
@misslindawest
Hana AbazaVP Marketing, Uberflip
@hanaabaza
hub.uberflip.com
@uberflip#MAHacks