Putting the Marketer in the Driver’s Seat

Lim Kok ChingOptimal eMarketing

Marketers like things simple

800-555-1234AnnoyingSalesperson

Have marketers lost control?

What can put us back into the driver’s seat?

What is marketing automation?

Marketing automation is any technology that helps companies easily segment leads

and scale personalised communications according to buyer personas and

customer lifetime value.

Simple and executable

P.S. No Need to call IT!

But Marketing Automation is more

than just email automation

Power to Integrate Current and Future Digital Platforms

Enabled by Marketing Automation

Marketing Automation is built on 3 foundations:

1. Segmentation

2. Workflow

3. Analytics

Segmentation by Persona

•Not an actual person

•Composite of different attributes of your target segment

Everything in Inbound starts with persona

Segmentation by lifecycle stage

Convert strangers to leads and leads to customers

Stranger Visitors Leads Customers

Workflow is driven by your Personas and Lifecycle Strategy.

Marketers hate to write reports

Marketing Automation Analytics make everything possible in one screen

SEO

Social

Blog

Email

Analytics

CtA

Landing pages

SEO

Social

Blog

Email

Analytics

CtA

Landing pages

ContactsMarketing That People Love

Marketing That Marketers Love

Which Marketing Automation Platforms

are on the market?

51 Marketing Automation Vendors(at last count)

Sources: ChiefMartec.Com, 7 January 2014

It’s a field that marketers should watch!

Who Are The Leaders?

Rankings:

1. HubSpot

2. Salesforce

3. Marketo

4. SAS

5. Eloqua

6. IBM

7. Act-On

8. InfusionSoft

9. LoopFuse

10.Silverpop

Sources: Venture Beat 2014

Starts from US$3,000/year

Small Companies

Starts from US$9,000/year

Mid-sized Companies

Starts from US$24,000/year

Large Companies

Marketers in Control

1. Enables segmentation by Buyer Personas

2. Automate the marketing workflow for complex, evolving digital eco-system

3. Ability to integrate existing and future digital marketing platforms

4. Tailored to Customer Lifetime Value

5. Easy enough for marketers to use

Sources: Position2 2014

Competitive Advantage!

THE END