Marketing Automation with WordPress #MarketersUnbound

Marketing Automation with WordPress #MarketersUnbound

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  Marketing Automation with WordPress MarketersUnbound January 22, 2015
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  Andy McIlwain What doI do? ● Developer, Brainrider ● Developer, Marketers Without Borders ● Organizer, Toronto WordPress meetups ● Organizer, WordCamp Toronto 2011-2014 ● Contributor, Make WordPress Community
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  WordPress Quick Hits WhyWordPress? ● 47% of sites running CMSes use WP. That’s 23% of the web. (Social proof much?) ● 34,000+ plugins. 2,700+ themes. Flexibility! ● It’s (relatively) easy to install and use. Plenty of documentation, huge community.
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  “Does it workwith WordPress?” Usually. Enterprise marketing automation platforms like Pardot and Marketo integrate with websites. WordPress is software for managing websites.
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  Better question: How welldoes it integrate with WordPress? Easily: e.g. Pardot’s plugin, vs. with some dev work, e.g. following Marketo docs.
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  What if wedon’t have the budget / time / resources? Enterprise-level platforms are an investment!
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  Let’s “fake it”in WordPress. (We’re getting our feet wet.)
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  Marketing Automation Cycle 1.Drive visitor traffic to relevant landing pages. 2. Track activity. Collect information. Identify leads. 3. Build lead profiles. Adapt communications based on gathered insights. 4. Pass qualified leads to your sales team. Analytics Landing Pages Lead Scoring Lead Nurturing Email + Social Mktg CRM Integration List Mgmt Forms
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  What can wedo in WordPress? Out-Of-The-Box ● Landing Pages Plugins ● Analytics ● Custom Forms Analytics Landing Pages Lead Scoring Lead Nurturing Email + Social Mktg CRM Integration List Mgmt Forms
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  Plugins Landing Pages WebAnalytics Custom Forms ● Use built-in Posts and Pages ● Use a page builder, e.g. Velocity Page ● Google Analyticator ● Google Analytics for WordPress (Yoast) ● WordPress.com Stats ● Clicky Analytics ● Formidable Pro ● Gravity Forms ● Contact Form 7 ● Jetpack Forms
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  Bringing It Together Pages,Analytics, Forms are isolated features. How do we bring these together to identify leads? Analytics Landing Pages Lead Scoring Lead Nurturing Email + Social Mktg CRM Integration List Mgmt Forms
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  Grab this freeplugin @ www.leadin.com
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  Track Form Submissions, IdentifyNew Leads When someone submits any form on your site, Leadin creates a profile for them and tracks their activity.
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  Gather Insights Leadin pullsin contact information from around the web, and lets you organize leads with tags.
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  See What Converts Trackconversion stats directly from your WordPress admin area.
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  Sync identified leadswith MailChimp, Constant Contact, and others.
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  Bringing It Together Analytics Landing Pages Lead Scoring Lead Nurturing Email+ Social Mktg CRM Integration List Mgmt Forms Use segmentation within your email service of choice to tackle email messaging.
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  Bringing It Together Analytics Landing Pages Lead Scoring Lead Nurturing Email+ Social Mktg List Mgmt Forms Need CRM integration? Time to roll out the big guns… e.g. CRM Integration
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  Custom Forms LeadIn Pardot Scaling ForGrowth Required Resources PlatformCapabilities
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  Thank You! Questions? Email me:andy.mcilwain@brainrider.com On Twitter? @andymci LinkedIn? linkedin.com/in/andymci/