Hi, I’m Christoffer. I Am A Digital Marketer from Copenhagen.
I Do Marketing Automation And Digital Content.

Intro

Me in 113 words

I have worked within most branches of digital communication and along the way, my focus has shifted towards marketing automation and analytics. It’s perfect because it still includes hands-on work with the digital content I know but taking all of the individual marketing activities into well-planned marketing automation flows and shaping them based on actionable insight from data entry points is a completely new level of communication. And I’m down with that!

I have extensive experience within video, animations, graphics, content for social platforms, website development, javascript applications, marketing analytics, ads and lead generation strategies. I’ve have spent many hours with software design (UX and UI) and the long term strategy behind it.

Elaboration

How i work with marketing automation

Automated marketing is built as “Automation flows” these flows can be as simple as sending a welcome email when a user signs up for a newsletter or as complicated as intertwining flows activating personalized emails, direct chat messages, offers, activating human interaction or showing specialised ads across Facebook, linked, Google Ads etc.
Individually and on a small scale these action points aren’t something that you couldn’t do manually but combined and on a large scale, automation is the only way to handle it.

Marketing automation, to me, is in short the means of exposing subjects to a far more personalised and well timed communication than otherwise possible.

Content before automation

A marketing automation flow consists of the following considerations: What to communicate(content), When to communicate(timing), and how and what data to collect (supports the first two). These are crucial elements for successful automated marketing. 

Before setting up automations, the quality of the individual pieces of content should be considered. Timing doesn’t mean anything if the content of the email is bad, the message might be right but if it is poorly constructed it’s no good.

The actual content is as crucial as ever and all marketing should start here. Once a good message is constructed it can be automated and slowly expanded upon.

Streamlined workflows

An important factor of successful marketing automation is a streamlined workflow between the leads passing through the automation and every other touchpoint that these leads may have with you – Sales, Customer Success, Support etc. These workflows need to allow for the leads to seamlessly go in and out of the flows as they are engaged by any of these, and then continue down the right pass in the automation depending on the outcome of the interactions.

The workflows could consist of lead qualification, lead scoring, lead routing, lead assignment, drip campaigns, re-engagement flows and trigger-based messaging.

Personalized content

Personalised content captures and maintains the distracted receiver’s attention. In order to optimize the effectiveness of a message, it has to be timed for when the receivers are most likely to engage with it. This could be when they are already interacting with the website or when they face a specific challenge that the message communicates a solution to. Besides timing, the wording and appearance of the message need to be constructed based on what is already known of the person receiving it. People buy, consume and act for different reasons even though the product might be the same, the message to sell it should reflect that.

Plan for data to plan with data

Every interaction with a lead or user is a potential trigger for communication, for stopping communication or re-evaluating communication. That is why you should monitor every meaningful interaction and make sure that a transfer of that data happens in a way that it is available to all the relevant tools in your marketing flow.

Proper monitoring and documentation of behaviour don’t only allow for action points triggered by a leads interaction with a brand but also for extensive analysis of interactions and the outcomes. This makes it, it some extend, possible to predict what users, that are most likely to take specific action as the outcome of a flow. This again allows for improvements of the flows, as certain types of users might need to go down a different pass or receive a different message.

The marketing flows should constantly be generating new actionable data that can be used to improve them and the communication that is presented within them. Tracking and measuring attribution from multiple customer touchpoints to present a singular picture of what is working helps optimize the campaigns and the ROI on the marketing flows and the different entry points.

Automations powered by technology

Marketing automation is powered by tools. There are many to choose from, some try to do it all and some are very specialized in handling a specific action or message type. Click here to get an overview of some of the tools i have experience with, how they compare and what i think about them.

Contact

Phone: +45 41 11 96 74
Email: kontakt@chrintz.dk