8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
Title: Pepper_eBook_marketing_technologies_us
1. A GLOBAL Computershare Company
Marketing technology
& automation to power
your marketing machine
2. 2
Creative thinking,
strategic results
At Pepper, we truly do walk the walk and talk the
talk—meaning our tagline creative thinking, strategic
results actually is the way we do business. Follow this
guide, and you’ll see how to put calculated strategy
behind every creative idea. Here, we take a look at
what goes on behind the scenes—the technology
that drives marketing today, making campaigns
more precise so your marketing machine can keep
producing great work that gets noticed.
MARKETING TECHNOLOGY & AUTOMATION
3. 3
MARKETING TECHNOLOGY & AUTOMATION
Marketing Evolution
MARKETING EVOLUTION
How technology has paved the way
According to Gartner, by 2017 the CMO
will be responsible for more technology
spending than the CIO.1
It’s no secret that customer data is exploding,
and marketers need to figure out not just how
to harness and manage it, but how to use
it to make smart decisions. On top of that,
today’s customers have more control over
how they engage with brands (and through
which channels they engage) than ever
before. They’re self-educated. They’re socially
connected. And they access information
from wherever they can find it most easily—
making marketers’ jobs harder and much
more complex.
As a result, IT and marketing end up having to
collaborate. In what Forrester dubs the Age of
the Customer, this paradigm shift takes the
competitive landscape, “from one in which
operational and informational advantages drive
power to one in which obsessing about your
customer will set you ahead of your peers.”2
Those in the C-suite have taken notice, too.
IDC predicts that they will demand the CMO
produce a strategy and a plan for how market-
driven data will significantly contribute to
corporate objectives.3
And that’s where your
marketing machine comes in.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$
0101010101010101000110001010100010101
0101010101000110001010100010101
1
CMO
4. 4
MARKETING TECHNOLOGY & AUTOMATION
The marketing machine
THE MARKETING MACHINE
What is happening behind the scenes
When you have technology—specifically automated processes—going on behind the scenes, it
could feel something like a Rube-Goldberg machine—you know, those ones that seemingly make
a simple task much more complex by way of a bunch of goofy gadgets all strung together. In fact,
it’s just the opposite: imagine if you had to do all those automated tasks manually. You’d probably
just… not do them.
What’s more, part of the novelty of a Rube-Goldberg is how cool it looks—a fitting analogy for
what we do as marketers: this machine wouldn’t be able to be so visually stunning without all the
machines working together inside. In the same way, creating standout creative is difficult these
days without using automated processes behind the scenes.
1
1
2
2
3
3
4
4
5
5
The ROLODEX
represents Customer
Relationship
Management (CRM)
software—the
technology to help you
organize and manage
contacts, whether
they’re merely leads
or long-term clients.
As social media and
content marketing
continue to grow,
CHATTERING TEETH
represent social tools
and aggregators
that make it easier
to share content—
whether you’re
pushing it out or
taking it in.
Dividing your contacts
into appropriate
segments and
different contact paths
is precisely what
marketing automation
achieves for you—
shown here, the ball
can fall into one of
three CUPS.
As content continues
to be the crux of
staying relevant,
it’s more and more
important to keep
communication
channels up to date.
The TYPEWRITER
represents Content
Management Systems
(CMS), which work
to ensure your web
presence is as current
as possible.
Finally, we look at the
CALENDAR to remind
us of all the project
management software
available to marketing
teams to make sure
the strategists align
with the designers,
the technologists
align with creative and
so on.
5. 5
MARKETING TECHNOLOGY & AUTOMATION
Moving parts
MOVING PARTS
Making the machine work
As we zoom in on each piece of the marketing machine, we’ll look at how each part moves to
affect the creative communication you push out. What’s important to note is that these processes
are not mutually exclusive, nor are they necessarily sequentially dependent. In other words,
you don’t need to adopt them all at once and you don’t need to implement them in a certain
order—but having them all employed behind the scenes is what can give your marketing machine
perpetual motion on the backend and positive results on the frontend.
Because it is, more or less, the heart of the operation, marketing
automation—the sorted cups in the machine—lies in the middle of our
marketing machine. By far the most impactful to an organization and
the most difficult to understand, we’ll focus primarily on that part of the
machine as we progress.
Within our machine, marketing automation is at the
center because it most naturally integrates with all
other pieces of the sequence.
MARKETING AUTOMATION
6. 6
Marketing automation
The powerhouse of the technologies and at the heart of today’s and tomorrow’s marketing
machine, marketing automation helps you move leads from the top of the marketing funnel to
the bottom by understanding where buyers are in the buying process and providing them with
what they need at the right time. The goal of marketing automation is to improve the alignment
between sales and marketing, mostly during the passing of leads from marketing to sales.
Key players: Tools like Eloqua, Marketo, HubSpot, SilverPop, Pardot, and more help sort your
contacts (working seamlessly with your CRM solution) into segments based mainly on behavior
so you can push out content (pulled from your communication aggregators or your content
management system) that is relevant to each individual contact at a given time.
Why you need it: Broadly speaking, marketing automation allows for a more individualized
approach to targeting, timing and content. In other words, it brings technology to the way you look
at each and every lead in your database while also helping you:
• Develop and implement email marketing campaigns
• Automate repetitive business tasks like determining when/how to contact people
• Build automated campaigns to increase business sales
• Improve metrics like lead conversion rates, average deal size and forecast accuracy4
...and why you’ll fall behind without it: We’ve already discussed that data is not only growing but
also becoming more available to us as marketers. In order to keep moving forward and keep your
efficiencies and efficacies in line with your competition, you need to harness this data and use it
to your advantage. The future looks more reliant on data than ever. IDC predicts that in 2013:3
MARKETING TECHNOLOGY & AUTOMATION
Moving parts
50% of new marketing
hires will have
technical backgrounds
The CIO will become
more actively involved
with the CMO in all
marketing automation
decisions that have
cross-functional
implications
Automation could
approach 10%
of marketing’s
discretionary budget
in 2013—split 67:33
between marketing
and IT budgets (for
“best practice”
organizations, this will
shift to 50:50 by 2014)
Even when cooperating
with the CIO, many
CMOs will find that
their positions are in
jeopardy as they failed
to produce a robust
data analytics function
(or a game plan to get
there)
High-tech pipeline
conversion metrics
will continue to
improve; expect a
20% improvement
in target-to-deal
ratios and a 10%
reduction in time to
create a customer,
with both due to
better automation
and analytics-driven
process improvement
50% 50:50 20%
7. 7
How ready are you? So, on the spectrum of marketing automation readiness, where is your
organization? Evaluating yourself on this scale—dubbed the Marketing Mix Optimization (MMO)
Maturity Model by Forester5
will help you figure out what your next steps are in implementing a
solution along with an agency partner or service provider that can automate you:
How it will benefit your next campaign: Of course, automation allows for a more individualized
approach to targeting, timing and content. If an emotional connection is what you’re after, using
automation will help ensure you’re contacting your leads and customers at the right time with the
right content. You’ll see noticeable benefits on both the marketing and the sales sides.
You’re aware of the
need to adapt, but you
lack the organizational
framework, processes,
and infrastructure to
execute. Instead, you make
marketing decisions based
on instinct, competition and
prior budget allocations.
You should focus on
routinizing the gathering and
organization of customer
data sets, evangelizing
the need for a new overall
strategy.
Companies like yours
establish a fresh framework
that places the customers’
journey at the center. Advice
seekers are not quite ready
to leverage hard data sets
to make decisions but
understand the value of it.
You should focus on
feeding customer data sets
(taken from all sources) to
create a unique view of your
target audience. You are not
mature enough to create
a full-blown automation
model yet.
You are starting to build
quantitative frameworks
to understand how your
marketing efforts perform
as a whole. You collect,
standardize and analyze
data as a stepping stone to
build models that describe
performance of budgets,
tactics and channels.
You should continue to
live and breathe data. Keep
relying on it to validate
investments, quantify
performance and measure
quantitative results of your
campaigns.
You have developed detailed
processes and standards
to collect data and have
marketing technologies that
are fully deployed across the
organization and at partner
agencies.
You should focus on
increasing speed to insight
and making sure the
planning and budgeting
teams act on the insights
from the model.
MARKETING TECHNOLOGY & AUTOMATION
Moving parts
SALES BENEFITS MARKETING BENEFITS
• Lead scoring and grading, prospect tracking,
and lead nurturing ensure that the right
leads go to the right reps at the right time.
• Gives sales the talking points they need with
detailed prospect tracking and analytics.
• Frees up time to focus on sales-ready leads
by placing inactive leads on nurturing tracks.
• Smart lead capture forms make it easy to
collect the information you need.
• Reduces human error and takes the manual
labor out of segmentation and nurturing.
• Can increase sales staff productivity.
• Since the entire process is fully automated, the
quality and quantity of leads being funneled can be
adjusted by marketing at any time.
• Decreases labor cost by automating the process
of qualifying/routing leads and measuring the
effectiveness of campaigns and programs.
• Helps manage gaps in content creation and
maintenance by showing which leads need to be
contacted and in what way.
• Can increase marketing staff productivity.
Guess-timators Advice seekers Spreadsheet junkies Predictive analyzers
8. 8
MARKETING TECHNOLOGY & AUTOMATION
Moving parts
While these technologies are probably already implemented throughout your organization, you
might not have direct access to influence them; however, when you plan your next marketing
campaign or initiative, make sure you explore your capabilities regarding these technologies to
a) make sure these tools are not overlooked and b) ensure optimal dissemination of content.
Customer Relationship Management (CRM)
These systems—common examples are Salesforce.com and CRM solutions from Oracle, SAP
and Microsoft—manage your interactions with customers and prospects. It combines marketing
efforts with business processes to identify and manage valuable relationships. You probably have
a robust CRM solution set up—but it’s important for you as marketers to get involved in how the
system is used. For instance, you can influence how sales follows up with leads generated by
marketing and what their service levels are for various prospects, leads and customers within
the system.
However, despite already having CRM in place, IDC predicts that the demand for greater insight
into the revenue impact of marketing and sales will require that older CRM systems be replaced
this year—so if that change does happen in your organization, it’s important for marketing to be
involved in the discussion.
Customer Relationship Management (CRM)
Four other marketing technologies
to drive your machine
1
9. 9
MARKETING TECHNOLOGY & AUTOMATION
Moving parts
Sharing/communication tools
In a world in which everyone is constantly connected via content, it’s crucial to have the ability to
take in content, share content and push content out. This includes pushing content out via social
media, sharing files with clients and vendors, sharing content internally to increase knowledge
and more. Tools that can help automate the process of sharing and communicating better
include:
• App/cloud connectors: Tools and apps that help seamlessly cache your content and let you
choose whether one piece of content will be sent out through just one channel or several.
• Social media aggregators: These tools, such as TweetDeck or HootSuite, help aggregate all
feeds so you can take in knowledge and keep your entire marketing organization up to date on
news, trends and new tactics.
• Digital asset management: Sharing files and transferring assets is increasingly important
when time is of the essence. These days, you’re late if you’re a few hours behind a trend, let
alone a few days or weeks. So having a way to work with clients and vendors as quickly as
possible is essential. Be careful when choosing a service for file sharing, though—you’ll need
to collaborate with IT to understand if you already have something set up or if you can explore
your own safe file sharing solution.
Sharing/communication tools
2
10. 10
MARKETING TECHNOLOGY & AUTOMATION
Moving parts
Content management systems (CMS)
We all know it’s increasingly imperative to keep content as up to date as possible. Every time
someone visits your website, he or she should be able to find something new. On the other hand,
you don’t want to redesign or rearrange your site to keep it fresh—that’s not only expensive, it
resets the learning curve for your visitors. As an alternative, you can implement a CMS—a tool (or
a way of designing your website) that assists users in adding, editing and managing content.
Using a CMS such as Wordpress, Drupal or Joomla! allows you to maintain a professional, highly
creative and customized look for your visitors—but behind the scenes, content is managed much
more simply, even blog-like or WYSIWYG, allowing you to focus on the creative while automation
drives all content changes.
Of course, using a CMS makes it easier for non-technical users who can have professional
developers create the initial site—and then they themselves can update content whenever
necessary.
It’s likely you have a CMS that drives your corporate site—it’s your job to make
sure a) content is created to fuel regular updates and b) any minisites, microsites
or campaign-specific sites you build consider using a CMS. In fact, IDC predicts
that in 2013, CMOs will be pragmatic, shifting focus less to be on big platform
projects and more on linking access to audience needs.3
Content management systems (CMS)
3
11. 11
MARKETING TECHNOLOGY & AUTOMATION
Moving parts
Project management software
When time is of the essence, keeping all team members—internally, externally or both—on
the same page helps you plan projects, understand resources, track budgets and calculate
profitability. Using project management tools like SharePoint or Basecamp lets you transparently
manage all campaigns in the back of the machine while integrating creative on the frontend.
Of course it’s easy to see the benefits of organization and scheduling. But as far as its relevance
to the marketing machine, project management helps keep all processes—including the
automated ones—in sync so the creative can more easily align.
Project management software
ASSEMBLING THE MACHINE
How the technologies work together
In marketing, final creative is just part of the picture (the part that your audience actually sees)—what marketing
technology and automation does is take care of the rest. There will always be some experimentation involved and
somewhat of a learning curve when adopting new technologies. But the result of implementing them is worth it:
More customized
marketing messages
that can resonate with
more targets (this begs the
question, though: do you
have the resources in place
to create enough content to
serve all of them?).
Quicker time to close
—IDC predicts that
companies can expect a
20% improvement in target-
to-deal ratios and a 10%
reduction in time to create
a customer, with both due
to better automation and
analytics-driven process
improvement.3
Greater efficiency,
as you’re able to do more
with fewer people and
smaller budgets (once the
initial cost of implementing
automated technology is
recouped).
Productivity
improvements
as a result of adopting data-
driven decision making and
marketing—around 5 or 6%,
according to MIT.6
4
