Case studies – Marketing Automation

Case studies – Marketing Automation

Automation Case Study: MonetizeMore

Context

The assignment consisted of coming up with an automation strategy to the current B2B email marketing funnel they had on ActiveCampaign as follows:

Client name: MonetizeMore
Location: Canada
What they do: Help high-traffic websites and publishers increase their ad revenue potential by using the Google’s exchange network
About the brand and Unique Selling Proposition:

• Performance-based work
• They cover all time zones
• 100% Worldwide fill rate
• They only serve highly targeted ads
• Caring and dedicated team
• No commitment contract

My process and experience

Client meeting ==> Initial Research ==> Action plan

🔶 Client Meeting

I had an initial meeting with their HR representative and then with the VP of marketing. They told me a bit about the company and wanted to know about me and my previous experience. After the meeting, they send the test project you see above, so there was to chance to ask questions about it during the actual meeting.

🔶Initial Research

I already had some experience with automation, more specifically Hubspot, when I was working for Founders Healthcare Marketing. The platforms are quite similar so it was easy to transfer my previous knowledge to the way ActiveCampaign works.

Now what I needed was to find out more about their USP, what the competitors were doing, read over client reviews to get a sense of the results the leads can expect, how they do it and which services/plans they actually promoted.

My Findings

They had several strong points, which I already posted at the beginning of this case study. The one that stroke me the most was that they do performance-based work, so there’s no upfront risk for the clients. I was also able to get a sense of the type of results they get such as 87% of RPM, etc.

🔶 Action Plan

The Challenge

This was a test project so the client didn’t give me too much information beforehand, I had to make several assumptions regarding what they already had in the back end regarding current emails or automation strategies.

Deliverables

The results were in and I used a simplified approach while the email series content was more personalized and the triggers were set up depending on the lead behavior.

See the rest of the email series in this google doc.

https://docs.google.com/document/d/1VbV4zp5CKWCMWZQGTkFHZ8caTxcjCYMOe1xVQHCIr2w/edit?usp=sharing

Here you can access the folder with all the files:

https://drive.google.com/open?id=11NI7rirVex4fSxLFZCCtxHqFHLedASLz

Additional to the deliverables I created the following documents:

1. Google doc with a scorecard based on the responsibilities I’ll be handling based on the job description. This will allow having a quick rating of my performance in the future and measure successes https://drive.google.com/open?id=19VoVb5-cd067e9GLLbpSkNkEGCrDEENP5neSsRNjlv8 
2. Google slides with a high-level proposal for a 6-months plan to implement based on experiments/segmentations and including some direct deliverables https://drive.google.com/open?id=1-gQLGCTEO7LUnTa8oFiC4SiWJf7EQcEVLNUQWmWuSdA
3. PDF Document with 3 B2B buyer personas based on direct research and current MonetizeMore’s clients https://drive.google.com/open?id=1rglbP3s2Aeujv3kHyfH3h0xnTQX7bsvd

You can take a direct look at all the documents here.

https://drive.google.com/open?id=1yRSjxhR8YVDu_LokSh7Y2kOyJbiDAlCw

Here are some screenshots of what you will find inside the folders: