The explosion in online business and the effectiveness of Software as a Service have created a new boom: Marketing Automation. This allows marketers to address prospective customers almost personally. But to do so in a way that scales with your business.

So, what is marketing automation, and how does it work?


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Marketing for Managers
This video is part of course module number 8.3.4
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 4: Online Marketing

Other videos in this section include:
What is Permission Marketing? And How to Build Your Campaign https://youtu.be/BqonS5HHLrQ
What is Remarketing? (or Retargeting) https://youtu.be/Rng5dfpsQEI
What is A/B Testing? ...and Split Testing? https://youtu.be/43BaSGCRYz8

LESSON NOTES
Marketing automation is software and a set of strategies for using it. It allows companies to nurture their prospects with highly personalized messages and serve them with useful content. These are calculated to convert prospects to customers and then to turn customers into loyal customers.
The main elements of marketing automation are:
• Lead generation
• Segmentation
• Lead nurturing
• Lead scoring
• Customer lifecycle marketing
• Customer service and retention
• Measuring ROI

Marketing automation coordinates a package of marketing activities across many channels. Potentially, these include:
• Direct email
• Direct mail
• Phone campaigns
• SMS messaging
• Tracking of interactions with websites
• Onsite chat
• Social media
• Social chat/messenger conversations
• and many more
Finally, it also integrates with your CRM and web analytics.

How to Set-up Marketing Automation
Let’s just set aside strategic marketing activities like understanding buyer personas, and getting your marketing mix (product, price, promotion, and place) right. Some of the main things you need to set up in marketing automation include:
• Landing pages
• Lead capture
• Email message sequences
• Information gathering
• Tagging leads
• Developing the logic of what messages to send to whom
• Campaign management
• Lead scoring and behavioral prediction
• Lead management
• CRM integration
• Social marketing
• Behavior tracking
• Retargeting
• Marketing analytics

Useful links:
What is a Customer Persona? https://youtu.be/DJWftQwPtAk
What is the Marketing Mix - The 4Ps? https://youtu.be/gsp72V0W8Uw
What is Customer Relationship Management (CRM)? ...And How to Use it https://youtu.be/Lb5VZR9phgs
What is the Customer Journey? And How to Visualize it https://youtu.be/W45hP8KWzs8


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RECOMMENDED READING
Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

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