MARKETING AUTOMATION

Demographica Specialist Marketing Agency

Marketing Automation is a rules-based technology that enables the delivery of B2B communications to the right audience, at the right time.

THE FOUR MAIN FUNCTIONALITIES THAT MAKE UP A MARKETING AUTOMATION PLATFORM ARE:

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Segmentation

What is it?

Segmentation is the grouping of an organisation’s database using specific criteria, such as job title or industry.

How does it help?

It allows the right audience to be selected and included in a campaign.

 

Automation

What is it?

Automation gives you the ability to trigger actions, such as sending an email, based on a wide range of behaviors, for example, completing a form.

How does it help?

It allows the most relevant marketing communication to be delivered at the ideal time.

Lead Scoring

What is it?

Lead Scoring allocates a score to an individual based on their profile information, such as their job title and behavioural information, for example, if they click on an email.

How does it help?

It allows individuals, which are deemed marketing qualified, to be handed over to your sales team at the right time.

Data Management

What is it?

Data management enables you to house profile and behavioural data associated with individuals and companies.

How does it help? 

It allows you to make informed and accurate decisions when communicating with a specific target audience.

THESE FOUR FUNCTIONALITIES ARE FURTHER SUPPORTED BY FEATURES SUCH AS:

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FORMS

Capture data to either generate new leads or enrich existing records, often generated using a content value exchange.

WEBSITE TRACKING CODE

Track and understand the behaviours of your website visitors.

LANDING PAGES AND EMAILS

Create highly customised content for your campaign target audience.

RECORDS

Provide a single and holistic view containing all data associated with a single contact or account.

Demographica is technology agnostic, which is why we have the capability to implement and work within any Marketing Automation platform. Having said that, over time, due to their functionality and power, we have come to prefer working with Eloqua, HubSpot and Pardot.

Demographica categorises technologies into two groups, spine technologies and supporting technologies.

Supporting technologies are often campaign dependent and less-complex in nature. Spine technologies are core to an organisation and are used across an organisation’s teams and campaigns. They require more technical know-how.

Since Marketing Automation platforms are considered a spine technology, Demographica provides a range of services and products to support its implementation, management, and optimization.

THESE PRODUCTS AND SERVICES ARE LISTED BELOW:

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Setup and Connect

1. SETUP AND CONNECT

Effectively setting up a newly adopted Marketing Automation platform can be difficult and becomes a major barrier to entry. In addition, trying to connect other systems with your Marketing Automation platform, such as your organisation’s CRM, allowing for marketing and sales alignment, can be even more challenging.

Our team, which has extensive experience in setting up Marketing Automation platforms and integrating these with other systems, can help ensure that this process is achieved with minimal effort and interruption to your organisation.

Blueprints

2. BLUEPRINTS

One of the more challenging tasks is to bridge the gap between the strategic, theoretical phase, and the practical execution within technology. The reason is that it requires a skill set of both strategic understanding as well as technical know-how.

Our Technologists are experts at creating detailed plans, informed by strategic thinking. These blueprints are crucial to the success of a campaign and are as pivotal as an architect’s plans are to a property developer. Blueprints for Marketing Automation often consist of a CRS (Campaign Requirement Specification) document, conditional logic workflows, lead scoring models, and form design and processing.

Build

3. BUILD

The build is the construction of the various elements within the Marketing Automation technology, informed by the blueprints. Together, this enables the execution of a campaign and is where our very technical builders and front-end developers come into play. This phase is possibly the most necessary.

Management and Optimisation

4. MANAGEMENT & OPTIMISATION

What separates the good from the great, is the ability to listen, learn, and optimise. It is all very well developing campaigns based on our own perspectives, but without listening to our audiences and understanding what they like, real long-term success cannot be achieved.

One of our most important services is the ability to glean insights and transform those into actionable recommendations. This service provides you with ongoing monitoring and management of your Marketing Automation platform, ensuring that all elements are working correctly. In addition, frequent reports will be provided highlighting what is and is not working, with recommended optimisations to help ensure the best ROI from your future efforts.

 

Submit the form below to discuss how we can help you streamline your organisations’s communications by leveraging the power of Marketing Automation.