Marketing automation is technology that manages marketing processes and multifunctional campaigns, across multiple channels, automatically. With marketing automation, businesses can target customers with automated messages across email, web, social, and text. Messages are sent automatically, according to sets of instructions called workflows. Workflows may be defined by templates, custom-built from scratch, or modified mid-campaign to achieve better results.
Marketing and sales departments use marketing automation to automate online marketing campaigns and sales activities to both increase revenue and maximize efficiency. When automation is used effectively to handle repetitive tasks, employees are free to tackle higher-order problems, and human error is reduced.
Marketing automation helps with lead generation, nurturing, and scoring, as well as with measuring overall ROI on campaigns. The time- and cost-saving effects of automation increase as an organization grows in size and complexity. Good marketing automation systems are designed to scale alongside your business.
In its most basic form, marketing automation is a set of tools designed to streamline and simplify some of the most time-consuming responsibilities of the modern marketing and sales roles. From automating the lead qualification process to creating a hub for digital campaign creation, automation is all about simplifying a business world that is growing far too complex, much too quickly.
Marketing automation lets you implement a digital marketing strategy without having to manually press 'send' on each and every email, message, campaign, or post you create. Good automation tools help you identify your audience, design the right content, and automatically trigger actions based on schedules and customer behavior.
Once your campaign rolls out, you can focus on other tasks, then analyze and tweak your marketing plan as results start coming in. An automated marketing strategy can save time and resources, driving revenue and ROI while you focus on growing your business.
Why you should Attend
The audience should attend if they are struggling with customer engagement i.e click rates, bounce back emails, or having slow sales cycles.
Marketing automation allows for an efficient way to manage customer profiles, schedule dynamic and personalized content and keep your customer engaged with content they are most likely to connect with throughout the sales funnel.
The audience will benefit by closing more deals faster, segmenting their customer base for targeted campaigns and offering more beneficial content to customers.
Areas Covered in the Session
- Maximizing Marketing Automation-i.e Mail Chimp, Marketo, and social media platforms
- Building effective marketing campaigns- via emails, webinars, Zoom, Live events, and PPC ads
- Best practices when using Marketing Automation technology-i.e keeping a clean database, reduce email bounce backs, and creating automated email triggers
- Nurture programs, A/B testing, Landing pages, Gated content
Who Will Benefit
- Sales Managers
- Marketing Assistants/Admins
- Account Managers
- Brand and Marketing Managers
- Brand Loyalty Teams
- Product Managers
Mikal Brown is a top-performing, goal-focused Marketing and Brand Manager with a proven history of innovation and achievement. She has worked for Pfizer Inc., Bristol Myers Squibb, Abbott Labs, IBM and started her own consulting company called Be Your Business in 2010. As CEO of her own business, she has consulted UC Davis Medical Center's- Diversity and Inclusion Department; Former Mayor of Sacramento, CA- Kevin Johnson; The Sacramento Greater Urban League; The City of Sacramento; and many grass root entrepreneurs in business development and marketing start up support. In addition to her strategic Marketing expertise she is also technically savvy and has a niche in marketing automation software implementation, CRM platforms, and website development.
Throughout her 15+ years’ career, she has established a reputation as a transformational leader who is driven by challenge, undeterred by obstacles, and committed to furthering standards of excellence. Her expertise encompasses all aspects of strategic and digital marketing, product management, business, and event planning, from implementing strategic marketing plans and leveraging relationships with community partners to harnessing team strengths to improve company wide marketing performance. Further, her ability to build consensus among executive teams and stakeholders to promote transparency and influence positive change has been repeatedly proven with her Pharma product launch and IBM account management experience. Her philosophy is that everyone should utilize their talent, passion and skill to do what they love.
CERTIFICATION- Marketo Certified Associate- proficient in traditional and automated marketing, communications and training innovation through the use/creation of interactive media solutions, internet-based tools and social media channels (leveraging Salesforce, Bizible, Marketo).