Marketing Automation

Sinnaps, Introdus & Teamed

2018 – 2024

Content Automation

To enhance accuracy and improve efficiency, I employed distinct email workflows tailored to each target audience.

Based on their previous behaviour and genuine interests, I ensured that the content delivered was highly engaging. This approach allowed us to provide personalised communication that resonates with each individual recipient, ultimately leading to better results.

I implemented marketing automation strategies utilising various channels and content, tailored to the specific interests of segmented audiences.

Working collaboratively with the Sales team, I designed, oversaw, and executed inbound and outbound content strategies. We established lead-scoring metrics to gauge their level of interest and identify their specific needs and preferences. I implemented tools like UserLed to identify high-intent buyers.

As part of the Account-Based Marketing (ABM) and Account-Based Selling (ABS) strategies, I implemented automation initiatives across key touchpoints in the funnel. This included conducting in-depth research, identifying and segmenting pipeline opportunities, executing LinkedIn retargeting campaigns via LinkedIn Campaign Manager, leveraging LinkedIn Sales Navigator for targeted outreach, and developing personalised materials for each segment.

3 examples of Marketing Automation Strategies

Based on our business goals, we have the flexibility to implement various marketing automation strategies, tailored to our specific objectives. By leveraging these strategies, we not only gain valuable insights and understanding of our audiences but also enhance our overall effectiveness, competitiveness, and scalability.

Here are three examples to illustrate the potential for increasing growth and engagement:

• Goal: Lead nurturing; from Leads to MQL. By synchronizing our social media re-targeting efforts with personalized email campaigns, we can create a seamless and cohesive lead experience, increasing the likelihood of conversions and fostering long-term prospect relationships.
• Goal: Lead nurturing; from MQL to SQL. By leveraging the behavioural data of our leads on our website and landing pages, such as their interactions with pricing pages or specific product or feature pages, we can deliver highly customised emails and implement targeted re-targeting campaigns on LinkedIn. Additionally, we can utilise this data to present relevant pop-ups on our website, offering content that aligns with their specific interests. This comprehensive approach enables us to engage leads in a more personalised manner, delivering tailored messaging and experiences that resonate with their needs and preferences.
• Goal: Enhance customer engagement and drive cross-selling revenue. Marketing automation is an invaluable tool that empowers us to accomplish two primary objectives: reducing churn rates and expanding the number of active users/recurring customers. By harnessing data derived from user behaviour on our SaaS platform and website, including their interactions with landing pages, we can seamlessly deliver the precise content and assistance our clients need to nurture their growth, consequently propelling our business forward. Moreover, we can leverage this information to automatically customise our social media ads, emails, chat assistance, pop-ups, tutorials, guided tours, training courses, and more, ensuring a personalised and effective approach to engaging and supporting our clients.

Automation and optimisation play a pivotal role in crafting personalised strategies that cater to individual user preferences and behaviour. These strategies involve collaborating with various departments, ultimately leading to heightened engagement and an enhanced user experience.

Are you interested? Do let me know, and we can have a coffee together!

Introdus

2021 – 2023 / introdusapp.com

Emails Workflows

Working in conjunction with the Sales department at Introdus, I developed and executed distinct email workflows tailored to specific industries as part of our ABM programme.

Collaborating closely with the Marketing and Sales teams, we fine-tuned our strategic content and automation tactics to align with the specific requirements of our outbound segment lists.