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Marketing Automation: The Most Important Marketing Initiative Revealed by the Pandemic

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Put all of your ducks in a row!

The pandemic has revealed the “must have” marketing tool to survive: Marketing Automation.

Marketers can now do things that we previously had to rely on software developers to implement.

LKCS’ Marketing Automation tool is a no-code development platform that allows you to manipulate functionality without programming for your:
- Landing Pages
- Website Forms
- Interactive Content
- CRM and Lead Tracking

It is like having an extra person on staff to take care of repetitive tasks that can improve your customer experience and increase new accounts and revenue.
Deliver highly personalized messages to connect with your target audience at the right time. Nurture your leads to take the next step based on where they are in the customer journey.

Use Marketing Automation for:
COLD LEADS: Anonymous website visitors browse through your products and services. They tend to leave without taking any action. But you can change that.
WARM LEADS: Visitors that subscribe to your e-mail updates or fill out a form are now prospects with “sales” potential.
ACCOUNT HOLDERS: Once a lead opens an account, nurturing doesn’t stop. Other nurturing begins to make way for additional product sales.
PROMOTERS: Expand relationships with your institution and spread the word in their social network (resulting in the inflow of new leads).

LKCS’ Marketing Automation tool makes it easy to set up and maintain your automations. Then, with lead scoring you can automatically funnel contacts into new segments and workflows. Build the 360-degree view of your account holders that you have been looking for.

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About LKCS:
LKCS provides financial institutions with marketing, graphic design, commercial printing, mailing, internet development, e-marketing, newsletter production, database and one-to-one marketing, statement processing, e-statements and transpromotional marketing services. Our clients have counted on us for unrivaled experience, excellent quality, competitive pricing and superior service for over sixty years.

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Marketing Automation: The Most Important Marketing Initiative Revealed by the Pandemic

  1. 1. MARKETING | DIGITAL | PRINT & MAIL | STATEMENTS Put All Of Your Ducks in a Row! With Marketing Automation
  2. 2. Before we get started 2 Lines have been muted. Use the "Ask Question" in the go to webinar tool bar. The webinar is being recorded and will be available on our YouTube channel later today or tomorrow.
  3. 3. About LKCS LKCS was founded on the core values of providing the best service, high quality, fast turn-around, and fair pricing. We continue to stand by these values today as we evolve our marketing, digital, print, mail, and statement services to fit the needs of our customers. 3
  4. 4. Today’ Topics: ◦ What is marketing automation? ◦ Why use marketing automation? ◦ The data problem. ◦ What you can do with Marketing Automation. ◦ How marketing automation is used? ◦ How you can get started. 4
  5. 5. 5 What is marketing automation
  6. 6. What is marketing automation? 6 Marketing automation is the use of software and technology to automate repetitive, manual marketing activities. Email Text Messaging Lead and conversion tracking Systematic Follow-up
  7. 7. 7 Email Marketing VS Marketing Automation
  8. 8. Main Difference 8 The ability to automatically trigger Personalized Communications Alerts Other Activities based on a contact’s actions and behaviors.
  9. 9. Key Differences 9 CRM Integration Event Tracking Alerts & Notifications Lead Scoring
  10. 10. Additional Differences 10 Branch Automations Segment within automations Automations triggered by a wide variety of contact behavior Testing automations against each other Automations that trigger other automations Automations that help coordinate internal processes
  11. 11. Marketing automation lets you automate the repetitive to focus on the impactful. Other no-code technology 11
  12. 12. 12 Why use marketing automation?
  13. 13. Why Marketing Automation? 13 Save you time Example: Onboarding emails.
  14. 14. 14
  15. 15. Why Marketing Automation 15 Example: Sending the right message at the right time. Save you time Improve engagement
  16. 16. 16
  17. 17. 17
  18. 18. Why Marketing Automation 18 Save you time Improve engagement Increase Leads and Conversions Email opens/clicks Email forwards Web page visits Form and Calculator submissions Video Views App or PDF Downloads Social Shares Live chat Example: Targeting contacts based on data. Second Example: Targeting contacts based on behavior.
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22. 22 The Data Problem
  23. 23. The Data Problem 23 Bad Data Bad Data Solution Data Hygiene Magical 360-Degree View
  24. 24. 24 What can you do with marketing automation?
  25. 25. What can you do with marketing automation? 25 Creating Landing pages
  26. 26. What can you do with marketing automation? 26 Creating Landing pages Website Forms
  27. 27. What can you do with marketing automation? 27 Creating Landing pages Website Forms Advanced Segmentation/Personalized Communications
  28. 28. What can you do with marketing automation? 28 Creating Landing pages Website Forms Advanced Segmentation/Personalized Communications Interactive Content
  29. 29. What can you do with marketing automation? 29 Creating Landing pages Website Forms Advanced Segmentation/Personalized Communications Interactive Content Website messages
  30. 30. What can you do with marketing automation? 30 Creating Landing pages Website Forms Advanced Segmentation/Personalized Communications Interactive Content Website messages Facebook custom audiences
  31. 31. What can you do with marketing automation? 31 Creating Landing pages Website Forms Advanced Segmentation/Personalized Communications Interactive Content Website messages Facebook custom audiences Lead Scoring
  32. 32. What can you do with marketing automation? 32 Creating Landing pages Website Forms Advanced Segmentation/Personalized Communications Interactive Content Website messages Facebook custom audiences Lead Scoring CRM
  33. 33. What can you do with marketing automation? 33 Creating Landing pages Website Forms Advanced Segmentation/Personalized Communications Interactive Content Website messages Facebook custom audiences Lead Scoring CRM Chat and Chatbots
  34. 34. What can you do with marketing automation? 34 Creating Landing pages Website Forms Advanced Segmentation/Personalized Communications Interactive Content Website messages Facebook custom audiences Lead Scoring CRM Chat and Chatbots Systems Integrations
  35. 35. 35 How can marketing automation be used?
  36. 36. How can marketing automation be used? 36 Cold Leads Warm Leads Customers/Members Satisfied Customers/Members
  37. 37. 37 How can you get started?
  38. 38. Set Goals 38 It’s good to get a baseline of every goal before starting with marketing automation. What should increase, what should be measured. Are these goals currently being measured? Once we have a clear idea of what should be accomplished, we can get started.
  39. 39. Think Creatively 39 There is no limit to how marketing automation can be used. Data challenges can be overcome. Get buy in at the top by explaining the benefits. Then push to explore the possibilities.
  40. 40. Map out user journeys 40 Creating maps of how users will interact and see different content will help visualize the process before you begin using it. Using free online tools, a whiteboard, or post it notes can help discover any issues with the process and let you walk through in detail how the user will consume the content.
  41. 41. Slow and Steady 41 Once you have your data in place and journeys mapped that’s when the fun starts. Begin small with ideas that don’t involve a lot of different aspects of automation. Start with the basics and keep building on your success.
  42. 42. Develop Content 42 Marketing automation takes a significant amount of engaging content. Asking Subject matter experts at your bank or credit union to provide details about their specific department can be beneficial.
  43. 43. 43 THANK YOU! 866.552.7866 james.markey@lk-cs.com lk-cs.com James Markey Head of Design

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