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Busting the Myths of Marketing Automation
 

Busting the Myths of Marketing Automation

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Watch the full webinar replay, here: http://bit.ly/1cdj7jy ...

Watch the full webinar replay, here: http://bit.ly/1cdj7jy

Marketing automation delivers high-quality leads, shorter sales cycles and increased customer lifetime value. So why do only nine percent of SMBs use automation software?

Marketing automation myths make marketers believe they need big budgets, specialists on staff or no software at all.

Separate fact from fiction by joining Vocus CMO You Mon Tsang for his webinar replay. He’ll help you:

-Understand how marketing automation software can work within your budget.
-Grow business by arming existing staff with easy-to-learn automation skills.
-Simplify core activities to drive leads, increase prospect quality, and generate revenue.

Become a marketing automation mythbuster. Register now!
http://bit.ly/1cdj7jy

About the Speaker:

You Mon Tsang is the Chief Marketing Officer at Vocus. A serial entrepreneur, he founded Biz360, a market intelligence and analytics company, and Engine 140, a social marketing company that uses content analysis to help businesses manage and optimize their social media activity.

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Busting the Myths of Marketing Automation Busting the Myths of Marketing Automation Presentation Transcript

  • Busting The Myths of Marketing Automation With You Mon Tsang
  • What Is Marketing Automation? #VocusWebinar
  • Audience Survey What is the state of your marketing efforts? – Great. Killing It. – Good (can always be better, right?) – Fair. And needs to be better. – Not good. Needs a big makeover – Just starting…
  • Audience Survey What is the state of your marketing efforts?
  • Audience Survey Do you use marketing automation? – Yes, it’s working well – Yes, but it’s been slow going – No, but plan to use it. – No, and no current plans. – What’s marketing automation?
  • Audience Survey Do you use marketing automation?
  • What is Marketing Automation? A marketing automation system is a system that helps marketers execute multichannel marketing campaigns by providing a scripting environment for authoring business rules and interfaces to a variety of third-party applications. Source: Gartner http://www.gartner.com/it-glossary/mas-marketing-automation-system
  • What is Marketing Automation? A marketing automation system is a system that helps marketers execute multichannel marketing campaigns by providing a scripting environment for authoring business rules and interfaces to a variety of third-party applications. Source: Gartner http://www.gartner.com/it-glossary/mas-marketing-automation-system
  • Let’s Try That Again Marketing automation finds you new business by • centralizing and automating your marketing tasks across multiple channels, • giving you insight on who your contacts are and what they do, and • collecting and calculating the data on what worked well and what did not.
  • Marketing Automation Works #VocusWebinar
  • Marketers say: • Increases revenue: 79% • Drives higher quality leads: 76% • Increases quantity of leads: 77% *Source: Gleanster Benchmark Report 2013: Marketing Automation Marketing Automation Confidential Works
  • 75% of companies using marketing automation see ROI within 12 months 44% see ROI within 6 months Research shows… *Source: Focus Research
  • % of Companies Using Marketing Automation 4% $5M - $20M 9% $20M - $500M 36% $20M - $500M 48% Technology Industry COMPANY SIZE Using Marketing Automation Not Using
  • Your Pains and how automation helps #VocusWebinar
  • Marketing without automation • Continual repetition of tasks – Pulls a daily list of sign ups and creates and sends email. • Manual and time consuming • Extra step of creating new emails daily • Email analytics are fragmented Campaign to promote an upcoming event
  • Marketing without automation • Untimely follow-up • Waits until registration is over, pulls a list of all signups, creates and sends the email. • Registrants get their follow up email days after they signed up
  • • Lack of personalization • Everyone receives the same email Marketing without automation
  • Marketing without automation • No visibility into contact inactivity – Marketer only knows who signed up • Not where they dropped off • Can’t send targeted follow-ups to non-responders
  • • Manual transition to sales – Marketer downloads a file of signups and sends to sales, who uploads & cross references with existing customers. • Manual and time consuming • ALL new names are treated as leads • Pass to sales happens after a single touchpoint Marketing without automation
  • Marketing without automation – Marketer learns about contacts through participation – Without automation, that intelligence cannot be retained for future marketing • Contact intelligence is not retained
  • Why buyers look for with automation • Increase Marketing team’s efficiency • Improving customer’s experience • Nurture Leads • Generate Leads • Closed-Loop Reporting • Integrate sales and marketing
  • Audience Survey What are YOU looking for? – Increase Marketing’s team efficiency – Improving customer’s experience – Nurture Leads – Generate Leads – Closed-Loop Reporting – Integrate sales and marketing
  • Audience Survey What are YOU looking for?
  • So What’s Stopping Us? Busting Myths #VocusWebinar
  • Top Evaluation Criteria 1. Price/cost of ownership 2. Product integration [CRM, etc.] 3. Ease of use/learning curve Top Obstacles 1. Budget constraints 2. Lack of skilled employees 3. Poor contact database quality 4. Lack of content 5. Complexity of automation software Source: Pepper Global Buying Obstacles
  • Audience Survey What is your top obstacle to using marketing automation? – Budget constraints – Lack of skilled employees – Poor contact database quality – Lack of content – Complexity of automation software
  • Audience Survey What is your top obstacle to using marketing automation?
  • MYTH: I need to hire dedicated technical resources
  • TRUTH: Not Anymore
  • MYTH: I need lots of creative types!
  • TRUTH: Not As Much As You Think
  • MYTH: I need a statistician
  • TRUTH: Just a smart person or two
  • MYTH: Automation Only Processes Leads; I Don’t Get New Ones
  • “Marketing automation [is moving] beyond its original role in lead management to help attract new leads at the top of the funnel.” - David Raab Marketing automation industry analyst TRUTH: TOP and bottom of funnel
  • MYTH: Automation Is Just A Tool; I Am On My Own For Content Creation
  • Audience Survey How big a challenge is content creation for you and your team? – One of our biggest challenges – One of many normal-sized challenges – It’s not too bad
  • Audience Survey How big a challenge is content creation for you and your team? One of many normal-sized challenges
  • TRUTH: Marketing automation helps with content marketing
  • MYTH: Automation Makes Me Less Creative and Turns Us Into Machines
  • TRUTH: Expect a creative explosion
  • MYTH: Marketing automation is for the Fortune 500 company. The rest of us cannot afford marketing automation.
  • TRUTH: Affordable automation is here
  • MYTHS: “Marketing Is Art” or “Marketing Is Science”
  • Audience Survey Is Your Marketing More Art or Science? – More Art – More Science – A Good Balance
  • Audience Survey Is Your Marketing More Art or Science?
  • TRUTH: Of course it’s both.
  • Next Steps #VocusWebinar
  • Top Planning Criteria… • Need to work existing leads. Or generate new ones? • Which marketing channels are most important? Social, email, web, search… • Power vs Ease of use. Or what is the skill set of your team? • Plan for the first 24 months of investment (software and people)
  • Thanks for attending! #VocusWebinar @vocus
  • The Vocus Family About Vocus Vocus is a leading provider of cloud marketing software that helps businesses reach and influence buyers across social networks, online and through media. Vocus provides an integrated suite that combines social marketing, search marketing, email marketing and publicity into a comprehensive solution to help businesses attract, engage and retain customers. Vocus software is used by more than 120,000 organizations worldwide and is available in seven languages. Vocus is based in Beltsville, MD with offices in North America, Europe and Asia. For further information, please visit http://www.vocus.com or call (800) 345-5572 PR Suite | Marketing Suite Online News Releases Publicity Email Marketing @Vocus @PRWeb @Helpareporter @iContact