Director of Marketing, Demand Generation at Autopilot
AutoPilot is a marketing automation company that targets customers with large contact databases looking to automate repetitive tasks.
Autopilot's marketing team is 9 people which includes two on content/community, a web developer, designer and video producer.
For this stack share, Anne Fleshman of Autopilot shares how they're using:
Contact database size determines how leads are routed and they're focused on qualified free trial sign ups.
Facebook Ad Manager
- Used primarily for retargeting reactivation campaigns, but also useful for new user acquistion.
- Example retargeting campaign: To people who've shown intent such as pricing or free trial sign ups, send them information on new feature releases
- Example retargeting campaign: Paying customer look-a-like audiences.
- One campaign that's working for Autopilot at less than $40 CPL is use of Dun & Bradstreet data within Facebook.
- Although it feels like it'd only apply to B2C, Autopilot is anecdotally noticing Instagram leads to be a higher quality than the Facebook leads.
- Autopilot's product is visual so GIF ads have appeared to perform the best.
- Anne is experimenting wit Facebook lead gen ads to capture email address and follow up with them over email and using Zapier to add them into a retargeting campaign.
- Other channels outside of Facebook Autopilot uses include Adwords, Business review sites (G2Crowd, Capterra).
- Anne goes into the onboarding flow Autopilot uses which involves an email every 6-8 days. Once a person is engaged they get accelerated to paths with stronger calls to action in this order:
- Tier 1 - Blog content
- Tier 2 - Case studies and webinars
- Tier 3 - Demo/meeting
- The most useful reports used focus on top channels, landing pages, campaigns by revenue to help inform decisions on what's working and adjust investment for the following quarter.