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What's Driving the Adoption of Marketing Automation?


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  • Thank you for joining us, and thank you to Leo and Act-On for collaborating with us on this Webinar. What are some of the underlying drivers of MA? Why are dozens of vendors in this space and over 500 million in VC funding? Look behind some of the hype and look at who’s actually using MA and what are some of the adoption trends we see hereLastly, I want to discuss the critical skills required to successfully implement marketing automation. Interestingly, and importantly for each of you….is the fact that the skills that are necessary to successfully implement Marketing AutomationAre the very same skills you need professionally to become successful marketers. 2 Min.
  • These are some headlines from July 29th 2013. Front page news in both the WSJ and the NY Times. Merger of large firms is always news by why Front page headlines? What’s really going on here? The answer is that Advertising, and more generally Marketing, is in the throes of transformation, orwhat the Economist Joseph Schumpeter (1883–1950) called “creative destruction"And what is causing this disruption? 1 min 30 sec
  • Think about marketing before the digital age. Before Google, before mobile phones, before email, even before the Internet. Content was created by a handful of companies and people like Don Draper…So what’s happened between the and now? As we all know, we still have ad agencies doing big consumer campaigns via TV and print but that’s not the full story today. Google (and other companies as well) have transformed marketing from what was largely a top down indiscriminant push of content from a few companies…to a much more efficient bottom up, pull from 100s of millions of consumers via Internet Search. That’s what’s going on and that is how Google has gone from Start-up in 1998 to $350 billion 15 years later. But it’s more than just Google and Search Engine Marketing. 2 min.
  • Content creation and dissemination has been transformed. Here are just a few examples to highlight ----It’s both the content and the ability to interact with that content.Each message sent and each interaction is a piece of data.
  • And this is one the I find astounding. As of Dec 2013, there were more than 1 million apps in the iPhone catalogIt’s both the content and the ability to interact with that content.Each message sent and each interaction is a piece of data.
  • Because of the proliferation in content and the interactions that people have with this content, Marketing is now more Data Intensive than Wall Street
  • Marketing Automation is at the Nexus of Data, Content and Business Processes.
  • So the case for Marketing Automation seems compelling, but what’s actually going on in terms of adoption? Well, we looked at this in our 2014 Marketing Automation eBook, and I’d like to share some of what we found. In his book, Crossing the Chasm, Geoffrey A. Moore describes a technology lifecycle in which the adoption or acceptance of a new product or innovation proceeds according to the demographic and psychological characteristics of defined adopter groups (see Figure 1). According to Moore’s model, the first group of people to use a new product is called "innovators," followed by "early adopters”. The “chasm” is the crucial period during which a product is either adopted broadly, or remains part of a niche market. The “early majority” and “late majority” then adopt the product, followed by the last group, known as "laggards".
  • We broke down our analysis by firm size. So for large firms, we are actually seeing that they have crossed the chasm. For your Fortune 1000 companies and many others, Marketing Automation is accepted marketing technology and quickly becoming a requirement to handle the complexities of marketing today. The majority of large companies that don’t currently use MAS are either evaluating it now will be over the next few years.
  • As you can see, adoption rates fall off quickly as firm size gets smaller. For firms with 1 to 100 employees, only about .7% or about 40,000 firms out of nearly 6 million have implemented MA. If you are a marketing professional is a small or mid-sized firm, this represents a great opportunity. That’s because, we know from larger firms, that adoption is occurring, and those firms that get in early have an ongoing advantage in terms of skills sets required for modern marketing. Next I’d like to discuss what are these skills that marketing automation requires of us as marketers.
  • 5 skills that I’d like to touch on.
  • Go to Acton’s resources page and there is a great variety of rich content, including white papers, ebooks, and videos with details on product features and capabilities.
  • Create personas to understand your target audience. This brings your prospects from the abstract to the tangible. One way to think about the job of marketing is to make the buying experience a positive one and that is accomplished in part by delivering the right, appropriate content at the right time in the buying cycle. Audit your content. Map it to the buying cycle. Identify the content GAPS. Create a content plan. Content Challenges: Quality, Enough Content, on Limited Budge. Understand the buying process.
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  • Transcript

    • 1. What’s Driving Adoption of Marketing Automation? | @ActOnSoftware | #ActOnSW
    • 2. Chat | @ActOnSoftware | #ActOnSW
    • 3. Twitter #ActOnSW | @ActOnSoftware | #ActOnSW
    • 4. Today’s Presenter Dan Freeman President Marketing Growth Strategies LLC | @ActOnSoftware | #ActOnSW
    • 5. Agenda • Drivers of Marketing Automation • Adoption Rates • Skills required for Success • Content • Data • Marketing Processes | @ActOnSoftware | #ActOnSW
    • 6. Why Marketing Automation? | @ActOnSoftware | #ActOnSW
    • 7. Transformation of Marketing Top Down, Push Bottom up, Pull From Don Draper…to Silicon Valley Google’s Market Cap from Zero to $350 Billion in 15 years | @ActOnSoftware | #ActOnSW
    • 8. Transformation of Marketing 1.2 Trillion Searches (2012) 640 Million Web Sites 42 Million WordPress Blogs 144 Billion emails per Day 175 Million Tweets Daily 2.7 Billion Facebook Likes Daily 1.1 Billion Smartphones | @ActOnSoftware | #ActOnSW
    • 9. Transformation of Marketing Apps in iPhone Catalog | @ActOnSoftware | #ActOnSW
    • 10. Transformation of Marketing • Exponential growth in digital interactions • Marketing is now more data intensive than Wall Street • The primary challenge of marketing today: How to manage the proliferation of content and data | @ActOnSoftware | #ActOnSW
    • 11. Why Marketing Automation? Marketing Automation software enables marketers to manage the complexity of modern marketing related to the proliferation of content and data. | @ActOnSoftware | #ActOnSW
    • 12. Product Lifecycle | @ActOnSoftware | #ActOnSW
    • 13. Marketing Automation Adoption | @ActOnSoftware | #ActOnSW
    • 14. Marketing Automation Adoption | @ActOnSoftware | #ActOnSW
    • 15. Skills Required for Marketing Automation • Marketing Automation Technology Expertise • Streamlined Content Creation • eMail List Building & Data Management • Lead Tracking • Streamlined Marketing Processes | @ActOnSoftware | #ActOnSW
    • 16. Marketing Automation Technology Expertize • Spend the time to learn • Marketing Automation vendors have abundance of rich content • Devote resources to implementation | @ActOnSoftware | #ActOnSW
    • 17. Streamlined Content Creation • Create personas to understand your target audience • Audit your content • Map it to the buying cycle • Identify the content GAPS • Create a content plan | @ActOnSoftware | #ActOnSW
    • 18. 7 No Brainers for Building email List • Simply ask • Display an opt-in form prominently on your home page • Offer free content to capture prospect information • Include a free offer in your email signature • Incorporate opt-in form into all social media • Collect business cards at conferences • Incorporate data collection into your sales processes | @ActOnSoftware | #ActOnSW
    • 19. Extra Slide (Not in use) | @ActOnSoftware | #ActOnSW
    • 20. Content Planning Personas/ Owner Marketing Director/ VP Characteristics Controls Budget Some budget control Influencer Primary Influencer No budgetary control Pain Points ROI, Revenue, Lead Control of Marketing Features, generation. Processes, Features, Implementation, Skill Implementation, Skill development development. Lead generation. | @ActOnSoftware | #ActOnSW Marketing /Coms Manager/Associate
    • 21. Content Planning Buyers Journey Content Focus Examples of Content Types Beginning Problem Identification Overview Videos, Infographics, Articles Surveys Middle Solution, Unique Selling Proposition Webinars, Case Studies, eBooks, White Papers Data Sheets, Demo, Longer Videos One on one email touchpoint Social Touchpoints End Justifying Decision ROI figures, Implementation guidelines References, Recommendations | @ActOnSoftware | #ActOnSW
    • 22. Features of Marketing Automation and Skills Required | @ActOnSoftware | #ActOnSW
    • 23. Implementation Offerings | @ActOnSoftware | #ActOnSW
    • 24. Q&A Dan Freeman President Marketing Growth Strategies LLC | @ActOnSoftware | #ActOnSW
    • 25. Ready to Learn More? Interested in a demo Call +1 (877) 530-1555 Email Web | @ActOnSoftware | #ActOnSW