How to Become a Marketing Automation Expert: 9 Skills You Need to Get & Keep the Job

9 Skills You Need to Become a Marketing Automation Expert

Thinking of carving out a new niche for yourself as a marketing automation expert?

It’s a great time to make that move. Entry-level email platforms are trying to play catch-up and add marketing automation features left and right. Businesses are gradually moving away from tacking “send e-blasts” onto the end of a list of a random staffer’s job duties and moving toward hiring actual automation pros. The best automation platforms are becoming both more sophisticated and easier to use every month.

And I suspect we’re still at the beginning of the curve—that we’re seeing only a fraction of the opportunities for marketing automation experts that will arise in the next five years as smaller businesses catch up to what major players are doing.

One data point: our 2017 Small Business Conversion Marketing Report, we found that while about a third of small business owners were familiar with marketing automation, fewer than 2% were using automation to manage their contacts. As they learn more, they’ll need automation experts to lead the way.

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Workflows, Rules & Campaigns: 3 Automation Elements to Optimize Your Email Marketing Strategy


Every marketing automation platform handles its automation a little differently: different visuals, different terminology, different interfaces.

There’s a method behind it all, but it’s not always obvious to new automation users. And while we think Drip’s automation structure is pretty newbie-friendly, the fact remains that there are often several ways to reach a specific automation goal.

And even when several roads lead to the same destination, you still might want a map to get there as quickly and smoothly as possible.

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Do You Really Need a CRM—or Just These 8 Contact Management Essentials?

Note for Drip users: We’ve just released a cool new contact-management feature: the ability to merge subscribers. This gets rid of duplicate subscribers and saves you from paying for two different email addresses that belong to the same person. Go ahead and skip down to the final section if you’d like to check this out right away.

If you’re a small and growing business with a lot of clients, it’s bound to come up sooner or later.

Should we get a CRM?

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The Post-Purchase Order Bump: Try This Ecommerce Email Funnel to Boost Your Customer Lifetime Value

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I want to talk to you about a number that’s directly tied to your revenue.

It’s a massive predictor of ecommerce success. In fact, nearly every kind of company should be tracking this. And yet way too few of them do.

I’m talking about customer lifetime value.

Customer lifetime value (or CLV) isn’t just important because it tells you how much revenue each customer produces. It also tells you exactly how much you can afford to spend to acquire a customer.

And when you start tracking CLV, you can focus on making more from each lead, instead of always trying to generate new customers. As an example, one online retailer, QIS Packaging, started started focusing on CLV by selling more to existing customers and got an 830% ROI.

If you need to calculate CLV for your business, Kissmetrics has a great guide. (Seriously, it only takes 10 seconds.)

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Drip + Wistia: Collect Leads & Trigger Workflows from Inside Your Videos

 

Click Here to Start Getting More Leads with Drip + Wistia

If you’re not using videos in your marketing yet, you know you probably should be. Wistia has found that video boosts engagement and creates a relationship with your viewers, adds SEO value to your website, and can significantly boost your conversion rates.

Since viewers of your video content are some of the most engaged prospects you have, we want to help you convert them into leads and customers that you can market to with Drip. That’s why we’re thrilled to announce our newest native integration with one of the most popular video hosting solutions for business in the world: Wistia.

As of today, the new Drip Wistia integration, using Wistia’s Turnstile feature, allows your video viewers to enter their email address directly into your video player—which can then trigger campaigns and workflows from within your Drip account.

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Drip + ConvertPlayer: How to Turn Any Video into a Highly Effective Opt-in Form

Note: To celebrate their new integration with Drip, ConvertPlayer is offering Drip users $20 off a Pro Annual subscription. Click here to take advantage of this limited-time offer.

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Most marketing trends have their skeptics. But few are contrarian enough to dispute that video is an exceptionally (and increasingly) powerful form of marketing.

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Drip + Demio: Find Out Exactly How Your Webinars Are Landing, Then Drive More Sales After the Pitch

Drip + Demio Integration

Note: To celebrate their new integration with Drip, Demio is offering a special free 30-day trial just for readers of this post. Click here to get in on this offer.

If you host or appear at a lot of live events, you get used to reading a room.

How did they like the presentation? Think they’ll come back next month? Are any of them going to buy?

You can scan the crowd, talk to people in the audience, and walk away with a pretty good sense of how the event went over.

It’s often harder online. When your webinar chatroll is silent, does it mean everyone’s tuned out? Or does it mean you’re such a good presenter that they don’t have any questions?

And how about your pitch at the end? Did it connect? Or could you have made more sales with a different approach?

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Not Using This Webinar Email Sequence? You Could Be Missing 1/3 of Your Sales.


It’s no exaggeration to say that webinars can transform your business. At Drip and Leadpages, we’ve found them to be one of the most effective sales tools out there.

Why do webinars work so well? I think it’s because a single webinar can take customers on an entire conversion journey for a customer.

You can take your web traffic, convert it into leads with a great webinar page, and convert those leads into customers right on the webinar.

But you shouldn’t you stop there. If you do, you could be missing out on almost a third of your potential sales.

At this year’s Converted conference, Leadpages CEO Clay Collins revealed that up to 30% of Leadpages sales to webinar attendees typically come after the webinar.

And it’s all thanks to a killer post-webinar email sequence.

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Drip + Acuity Scheduling: Sync Your Email Campaigns with Client Appointments

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Someone who books an appointment online—say, for a free consultation or a service appointment—isn’t your average website visitor. That person is a highly interested and extremely promising lead.

Which means (at least) two things:

  • They should definitely be on your email list …
  • … But they shouldn’t get the exact same emails as your average random opt-in or blog subscriber.

Drip’s integration with Acuity Scheduling lets you communicate and follow up with those extra-hot leads so that the transition from lead into customer is smooth and seamless.

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Advanced Workflows: How to A/B Test Email Funnels in Drip for Dramatically Higher Conversions

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Note: The following guest post by Christoph Engelhardt is pretty technical, and was written by a crafty developer who’s pushing Drip’s Workflows to their limit. Don’t be intimidated; you can still get amazing value from Workflows without using a more advanced approach like the one outlined below. But this post shows you what’s possible with Drip.

Take it away, Christoph…

I recently wanted to conduct an experiment in Drip that required me to split test the content of an email. Except there is no built-in way to do that in Drip (yet).

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