Marketing Automation 2.0 Full Product Overview

Welcome to our deep dive into Zoho Marketing Automation 2.0! In this webinar, we do a complete deep dive into all the features included in this multifaceted tool.

Product Overview

In the video, we took a comprehensive look at the features and settings of Zoho Marketing Automation 2.0. Here’s a breakdown of what we covered:

• Dashboard: The dashboard offers a snapshot of key marketing metrics. It tracks contact lifecycle, deals won, total revenue, and sources of contacts and revenue.
• Contacts:
  • List and Segment Management: Manage your Campaigns and Journeys with Lists (static) or Segments (dynamic).
  • Topic Management: This feature allows you to manage the topics for your marketing efforts. It’s a crucial tool for targeted marketing strategies.
  • Lead Qualifications: MA comes with a prebaked setup of different scoring rules to move your leads through the qualification process. Customization of these rules helps in moving leads through different stages.
  • Lead Attribution Reports: After setting up qualifications, you can generate detailed reports. These reflect the effectiveness of your marketing strategies.
• Lead Generation Tools:
  • Signup Forms: Similar to Zoho Forms, MA uses this slimmed-down version of Forms.
  • Signup Pop-Ups: Utilizing the PageSense, quickly set up pop-ups for the different landing pages on your site.
  • Landing Pages: Don’t have a landing page? Not a problem, with MA you can quickly create a landing page hosted on a Zoho subdomain with your company name.
• Journeys (Workflows): We compared ‘Journeys’ in Marketing Automation to ‘Workflows’ in Zoho Campaigns, highlighting their significance in automating marketing tasks and creating drip campaigns.
• Marketing Planner: This unique tool helps in organizing and planning marketing activities. It includes budget management and goal setting features.
• Marketing Campaigns:
  • Email: Send one of the email campaigns utilizing a robust variety of tools.
  • Social: Send a social media post directly to your various channels;
  • SMS: Connect your SMS gateway and SMS messages out with ease.
  • Engagement: Create a customized pop-up to engage your web visitors.
• Website Analytics: The platform offers insights into website traffic and visitor behavior, akin to Zoho PageSense and SalesIQ. This includes heat maps, goal setting, and smart URL tracking.
• Library: A central place for sharing files, images, and other marketing resources, integrated with services like Giphy, Google Photos, and Flickr.
• Settings Deep-Dive: Best to see the video tutorial for this section. We explored various settings, including brand settings, contact fields, sign-up pages, user controls, and marketing channels. We also covered compliance settings like GDPR and HIPAA.
• Application Integrations: The platform integrates with numerous applications, including other Zoho Applications, enhancing its capabilities.

Integrations

Below are two key integrations you will want to configure. Though there are many more, these are essential.

• Zoho CRM Integration:
  • Connection Setup: Access this feature in settings under ‘Integrations’ and ‘Apps.’
  • Module Sync: Currently, you can sync the leads, contacts, deals, and accounts modules. Custom modules sync, unlike in Zoho Campaigns, is not available yet.
  • Field Mapping: Additional fields can be mapped for syncing in the backend. This is especially useful for custom CRM fields.
• WordPress Integration for Website Tracking:
  • Implementing Zoho PageSense Code: This code is pivotal for pop-ups and website tracking.
  • Easy Installation Guide: In WordPress, navigate to ‘Theme File Editor’ under ‘Themes.’ Then, insert the code in the ‘header.php’ section, within the head tags.
  • Assistance for Non-Developers: If you’re unfamiliar with this process, it’s advisable to forward the code to a webmaster for implementation.
  • Verification: Once installed, a verification popup confirms successful integration.

Email Marketing

The various email marketing tools can be found in the Contacts, Journeys and Marketing Campaigns tabs. Here is a break down fo the key elements within them you should know about.

1. Topic Management:
   • Purpose: Topics describe various content categories like newsletters, promotions, etc., to end-users.
   • Customization: Users can subscribe to specific topics, enhancing content relevance and reducing overall unsubscribes.
2. Lists and Segments:
   • List: These are static contact lists that are generally best used to further segment a segment based on content interaction. IE, when a contact finishes the welcome email series, add them to a completed welcome series list to prevent them from reenter that journey.
   • Segments: These dynamic lists reflect real-time CRM data changes, ensuring updated contact information for campaigns.
3. Creating Email Campaigns:
   • Campaign Setup: Navigate to ‘Marketing Campaigns’ and select ‘Email’ to create a campaign.
   • Campaign Types: Choose from various types like basic emails, surveys, events, webinars, or e-commerce emails.
   • Design and Testing: Utilize Zoho’s template builder or HTML editor. AB testing is available for optimizing campaign effectiveness.
   • Response Actions: Use email interactions for additional data capture or future marketing efforts.
4. Journeys (Workflow Automation):
   • Function: Journeys automate drip campaigns based on specific triggers like form submissions or list additions.
   • Customization: Modify triggers, set email schedules, and create split tests for different audience segments.
   • Engagement Actions: Assign tags, add contacts to lists or other journeys, and even create tasks or deals in CRM based on email interactions.

Lead Generation

You can’t do much marketing if you don’t have leads. Luckily, 3 key tools for capturing and managing leads are covered with MA.

1. Signup Forms:
   • Functionality: Similar to Zoho Forms, these can be embedded on websites.
   • Customization: Includes options for adding custom fields and managing topic subscriptions.
   • Design: The form builder, though somewhat limited, allows basic customization of form elements.
   • Integration: Forms can be integrated with CRM for data synchronization and can trigger response actions upon submission.
2. Popups:
   • Usage: Effective for capturing attention on websites.
   • Behavior: These pop up during a website visit, prompting user interaction.
3. Landing Pages:
   • Purpose: Designed to create focused funnels for specific marketing campaigns.
   • Customization: Offers a range of pre-built templates and a user-friendly editor for creating custom landing pages.
   • Integration: Landing pages can be integrated into email or drip campaigns, and their data can be pushed to CRM.

Website Analytics

Offering insights similar to Zoho PageSense, Marketing Automation includes built in web traffic tools.

1. Visitor and Behavior Tracking:
   • Visitor Metrics: Analyze the number of visitors, their device types, and geographical regions.
   • User Behavior: Understand daily visit patterns, distinguishing between known and anonymous users.
2. Traffic Acquisition Analysis:
   • Channel Insights: Evaluate direct and referral channels to understand how visitors are reaching your site.
3. Goal Setting and Tracking:
   • Custom Goals: Set specific goals like tracking clicks on elements or time spent on pages.
   • List Integration: When goals are met, automatically add visitors to targeted marketing lists, if their details are known.
4. QR Code Generation and Smart URLs:
   • Efficient Link Management: Create short links and QR codes for marketing campaigns, making it easier to track engagement.
   • Detailed Tracking: Analyze the performance of these links across various mediums like social media.

That concludes our comprehensive walkthrough of Zoho Marketing Automation 2.0! For more resources on Marketing Automation or any other Zoho Application, be sure to visit our Resource Library. And if you are wanting our team’s help, drop us a line!