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© WAX INTERACTIVE / 2014- 1 HARNESSING THE POWER OF MODERN MARKETING An introduction to marketing automation by Lidia Santos

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© WAX INTERACTIVE / 2014- 1

HARNESSING THE POWER OF MODERN MARKETINGAn introduction to marketing automationby Lidia Santos

© WAX INTERACTIVE / 2014-

SUMMARY

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• Focus on marketing automation • Definition • Vendors • What’s in it for your organisation? • How to get started?

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MARKETING AUTOMATION Focus

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MARKETING SOFTWARE

4Source: Software Advice

Current methods of managing marketing activities

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DEFINITION OF MARKETING AUTOMATION

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“A category of software, that streamlines, automates and measures marketing tasks and workflows to increase efficiencies and grow revenue.”

— The definitive guide to marketing automation, Marketo.

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ELOQUA CALL ‘REVENUE PERFORMANCE MANAGEMENT’

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Which better explain the tool’s capabilities beyond its automation features to:

• Transcend the traditional silos of sales and marketing teams

• Profile customer information and behavior accurately

• Guide the customer through the stages of their buying process delivered at the right time and delivered through the right channel

• Measure and manage every customer lifecycle stage

Source : Eloqua

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DEFINITION OF MARKETING AUTOMATION

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The common feature set in marketing automation includes:

• Email marketing

• Landing pages

• Lead management

• CRM integration

• Social marketing

• Analytics and reporting

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MATURITY

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The Marketo Benchmark on Revenue Performance identified four levels of maturity, with the majority of responders in the two lowest levels.

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OPPORTUNITIES

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What can marketing automation do for your organisation?

• Companies adopting revenue performance management strategies are reaping the rewards

• Data cleansing is playing a larger role in top-performing companies – and is improving lead-scoring efforts

• Nurturing and segmentation spurs greater email effectiveness and a greater number of qualified leads

• Companies that automate boost productivity- and are more easily able to justify additional marketing hires

• Social channels highly contribute to growing market reach

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WHAT CAN MARKETING AUTOMATION DO FOR B2C COMPANIES?

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• Reduce shopping cart abandonment rates

• Increase email open rates

• Segment databases for targeted offers

• Leverage partnerships

• Boost revenue through cross-selling and upselling

• Create automated loyalty programs and drip (nurturing) campaigns

• Develop triggered emails and offers to customers

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LEADING VENDORS

11Sources : Forrester Reasearch

There are 211 different marketing automation solutions on the market today

Source: Capterra

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LEADING VENDORS

12Sources : Capterra

The Top 20 most popular marketing automation software

Source: Capterra

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LEADING VENDORS

13Sources : Pepper Global

System implemented

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LEADING VENDORS

14Sources : Raab Associates 2014 VEST

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B2C MARKETING AUTOMATION PLAYERS

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• Aprimo - mainly financial sector

• Eloqua (Oracle) - B2B too

• SAS

• Unica (acquired by IBM) - retail and consumer goods

• Adobe Campaign

• Alterian

• ExactTarget (Salesforce)

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PRICING MODELS

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1. Number of contacts in your CRM or contact database (e.g. Pardot, Salesfusion, Marketo, Eloqua)

2. Number of emails sent per month (e.g. traditional email marketing providers, not many MA vendors use this model anymore)

3. A combo of #1 and #2 (e.g. Hubspot, Infusionsoft)

4. Number of unique active contacts per month(e.g. Act-On)

© WAX INTERACTIVE / 2014-

PRICING MODELS

17Sources : Capterra

Additional fees may vary based on:

• Number of users

• CRM integration

• Set-up and implementation(particularly for design services)

• Training

• Feature add-ons, such as social media management, SEO and content management plug-ins, file hosting, email deliverability testing, SPAM analysis, dedicated IP addresses, number of email domains, and customized landing pages urls, to name a few.

© WAX INTERACTIVE / 2014-

OPENNESS, OPEN APIS AND FEATURED MARKETPLACES

18Sources : chiefmartec.com

Act-On’s Partner Exchange (APEX)

20 apps

Pardot30+ apps

Hubspot 60 apps

Infusionsoft75 apps

Eloqua 100 apps

IBM Digital Marketing Network

110 apps

Marketo 100+ apps

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DO NOT UNDERESTIMATE

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• Ease of use: How challenging your particular system would be to run?

• What kinds of skills you need

• How much content you would like to produce to feed the machine.A few examples of content you should be considering:

• Webinars • Videos • Infographics • White papers • Research reports • Surveys

• ROI calculators • How-to guides • Buyer’s guides • Ebooks • Blog posts • Newsletters

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THE MISSING SKILLS

20Source: onlinemarketinginstitute.org

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HOW TO GET STARTED

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• Getting into Marketing Automation is a process, each step builds upon the ones before it. So, start small and go slowly. It requires a full understanding of the technology, the techniques, and the consumer behaviours.

• Be aware that becoming proficient at marketing automation takes a lot of time although the effort to begin is small

• Spend a few weeks to set up your tool, and a few hours per week for making improvements once set up.

• Team up with your Sales and IT team from early stages to ensure their project on-boarding, adoption and support.

• CRM is a limiting factor. Take your time to understand how your in-house capabilities will define your integration requirements. Your CRM connections will likely be the most complicated piece of your setup.

© WAX INTERACTIVE / 2014-

SOME TIPS

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• Tip #1 Ensure that you have executive sponsorship

• Tip #2 Consider what your really need

• Tip #3 Develop a demand generation strategy with both sales and marketing (how a lead would move through an improved funnel?) The better defined this strategy is in the planning stages, the easier it is to identify the kind of content that is needed.It should cover:

• Scoring rules • Lead-nurturing tactics • Renurturing loops to buyer personas • Handover points • KPIs

© WAX INTERACTIVE / 2014-

FURTHER READINGS & RESOURCES

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“Marketing Automationfor Dummies”

“Permission marketing”

Seth Godin

“The one to one future”

Peppers and Rogers

“There is no B2B or B2C:It's Human to Human: #H2H”

Bryan Kramer

+ vendors websites and online communities

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FOLLOW US!

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@wax_ch

wax-interactive.ch

/waxinteractivech

#TxDxS

© WAX INTERACTIVE / 2014- 25

THANK YOU!

Digital Marketing Director @lidia_santos

linkedin.com/in/lidiasantos