Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.

What is Marketing Automation? And How to set it up.

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?

Watching this video is worth 3 Management Courses CPD Points*.
🔎 See below for details

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

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

Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

📖 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)

You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you watched the video, record 3 MC CPD points

#Marketing #ManagementCourses #MarketingAutomation


What is Mentoring? Why get a Mentor and Why be a Mentor? + Top Tips
What is PESTLE Analysis?
The Miller Heiman Strategic Selling Methodology
What is NLP Modelling? And How do we to Do it?
NLP & Hypnosis: What is the Milton Model?
NLP Meta Model: Precision Questioning and Listening
What is NLP? Neuro Linguistic Programming
Howard Gardner: Emotional Intelligence in the Multiple Intelligences Model
Don Draper: In Mad Men, Advertising is Cool
Vance Packard – The Hidden Persuaders
David Ogilvy: The Father of Advertising
Seth Godin: Powerhouse of Marketing Ideas
Jean-Claude Larréché and Marketing Momentum
Theodore Levitt: Globalization of Marketing
Philip Kotler: The Father of Modern Marketing
Estée Lauder: The Mother of Modern Marketing
Advertising Campaign Monitoring & Evaluation
Media Buying: The Three Stages
All of the Advertising Media I Can Think of
Top 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies
The Creative Process: Developing, Writing, and Producing an Advert
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
Planning an Advertising Campaign: Campaign Objective and Budget
What is Advertising? And What are its Benefits?
What is SEO? Search Engine Optimization
What is a USP? A Unique Selling Proposition
What is A/B Testing? …and Split Testing?
What is Remarketing? (or Retargeting)
What is Seth Godin’s Permission Marketing? And How to Build Your Campaign
What is Customer Relationship Management (CRM)? …And How to Use it.
What is the Customer Journey? And How to Visualize it
Seth Godin: What are Tribes?
Guy Kawasaki: What is Enchantment?
What is Public Relations (PR)?
What is the Marketing Channel Mix? Promotion Channel Strategy
Marketing Mix: The Fifth P – What is Positioning?
Marketing Mix: Crafting a Message – What is Promotion?
Marketing Mix: Place and Distribution Channels
Marketing Mix: Price and Pricing Strategy
Marketing Mix: Product – What is the Product Marketing?
What is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion?
What is Multi-Level Marketing (MLM)?
What is a Customer Persona? …or Buyer Persona or Marketing Persona
What is Market Segmentation?
What is a Marketing Strategy?

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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