The Marketing Automation Process, Simplified.
Rebel believes that the assessment of consumer engagement begins with a hands-on audit approach which is done by evaluating existing or new platforms and processes, and through in-depth discussions with key department stakeholders in the business.
We build sophisticated marketing automation strategies by following our three-step process:
Technical Automation Audit
Our Technical Audit process results in our discovery report which identifies a short-list of potential platforms that could be implemented in the business environment based on the business requirements. From that list, we define and match potential software options, review each option relative to specific business requirements and recommend the software solutions best suited for your business.
We then have a deep understanding of audience segments and an assessment of available resources, skill sets, gaps and pain points of the business. We also have an understanding of current KPIs, performance, benchmarks and expectations for the future juxtaposed against a realistic available budget.
Marketing Automation Playbook
Each of these datasets allows us to strategize a customized vision and purpose of how Marketing Automation fits within your broader marketing strategy, what we call our Marketing Automation Playbook, or MAP. The MAP’s is the guiding light of engaging your audience with valuable content at the right time with the goal of converting them to customers, quickly and efficiently.
You need a clearly outlined path to leverage customer data and place contacts and sales leads into appropriate communication segments as they enter the sales funnel through lead acquisition entry points. By segmenting customers in your email database, you can guide them through the buying process and continually educate and remind the target audience (staying top of mind) of your value proposition.
This playbook helps your business to understand and evaluate purchase behaviors and send communications in a predictive and automated fashion. With customized content delivered to the consumer at the right time, conversion rate optimization can be achieved, increasing sales and retention, and driving higher lifetime value customers.
The Marketing Automation Playbook includes:
- Confirmation of the Marketing Technology stack/staff
- Timeline of goals and milestones
- Recommendations
- Workflow automation
- Content Strategies
- Segmentation Strategies
- Lead Scoring Strategy
- Implementation Plan
- System Setup
- Content Development
- Business Rules
Automation Implementation
After the playbook is delivered, it’s time to kick off the game. We implement all approved upfront activities recommended in the plan, including set up of marketing automation rules, implementation of new systems or integration with external systems (e.g. Salesforce), email acquisition tactics, development of initial workflows and data transfers, and creative development (e.g. template creation).
The crux of this initiative is to leverage intelligent email communications that maximize customer engagement and control the flow of information to contacts throughout the engagement cycle. We employ combined behavioral and demographic customer data to create standalone communications as well as triggered sequences of relevant, targeted communications, which can be modified throughout the process based on new and updated consumer information. Properly connecting your customer data with a well-thought-out communication strategy helps you customize messaging and deliver content to the customer at the right time.
Types of automated email communications we excel in using:
- Segmented Messaging
- Outbound messages sent to appropriate contacts only based on database fields to ensure only the most relevant communications are received by each contact.
- Dynamic Content
- Email content customized to recipients based on a set of business rules (set combinations of content to show for each relevant segment such as Industry)
- Triggered Emails
- Send emails to recipients based on predefined rules (by date/time intervals, product, customer type, opt-in time, etc.)
- Welcome messages, additional information based on clicks/interest, etc.
- Lead Automation
- Dynamically generated personalized emails are automatically sent to prospect upon form completions or actions are taken
- Notification back to CRM (E.G.) Salesforce/sales team to take further action