Why You Need to Graduate From Email Marketing to Marketing Automation
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Why You Need to Graduate From Email Marketing to Marketing Automation

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Why You Need to Graduate From Email Marketing to Marketing Automation

Why You Need to Graduate From Email Marketing to Marketing Automation

My presentation from Brand Driven Digital's Social Brand Forum 2013 - http://branddrivendigital.com/socialbrand2013/

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Why You Need to Graduate From Email Marketing to Marketing Automation Why You Need to Graduate From Email Marketing to Marketing Automation Presentation Transcript

  • Why You Need to Graduate from Email Marketing to Marketing Automation DJ Waldow Digital Marketing Evangelist at Marketo Social Brand Forum – October 25, 2013
  • Page  5   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • Page  7   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • Page  8   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • Live. Sleep. Eat. Breathe. And sometimes dream … EMAIL MARKETING ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  • It’s not all about email. ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  • The problem with an ONLY email marketing solution ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  • Email service providers (ESPs), vendors that primarily provide batch and blast email capability, can’t deliver the behaviorally targeted engagement needed to stay relevant, let alone the integrated multichannel conversations necessary to maximize the impact of marketing. ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  • ESPs send email. ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  • PERSONAL   PROFESSIONAL  
  • Page  17   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • Page  19   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • What is Marketing Automation? ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  • “…software platforms designed for marketing departments and organizations to automate repetitive tasks...” -­‐-­‐Wikipedia   ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  • “…to increase operational efficiency and grow revenue faster.” -­‐-­‐Marketo   ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  • Marketing Automation Page  23   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • Why Marketing Automation? ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  • No. More. Control. $$   Spend   Page  25   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • Where Are Your Customers? $$   Spend   Page  26   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • Consumers are seeing your brand EVERYWHERE $$   Spend   Page  27   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • Not just email … F   t   $$   Spend   Page  28   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • Page  29   Source: Adbusters, ©  2013  Marketo,  Inc.     2011 Marketo  Proprietary  and  Confiden<al  
  • Page  30   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • “today’s  buyers  might  be   anywhere  from  two-­‐thirds  to   90%  of  the  way  through  their   journey  before  they  reach  out   for  a  sales  person.”   -­‐-­‐Lori  Wizdo,  Forrester   ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  • Marketing Automation EXPANDS your funnel. F   t   $$   Spend   Page  32   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • It’s no longer “just” email marketing. F   t   $$   Spend   Page  33   ©  2013  Marketo,  Inc.     Email   Social   Mobile   Inbound   Content   Events   Marketo  Proprietary  and  Confiden<al  
  • The NEW (Marketing Automation) Funnel. F   t   $$   Spend   Page  34   ©  2013  Marketo,  Inc.     Email   Social   Mobile   Inbound   Content   Events   Marketo  Proprietary  and  Confiden<al  
  • Email Marketing vs Marketing Automation ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  • Page  36   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • Page  37   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • TOO SIMPLE. Page  38   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • Page  39   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • TOO COMPLEX. Page  40   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • Content Email Mobile/SMS* Social Online Events Offline Events Direct Mail* Page  41   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • Automatically send highest priority item that an individual has not yet been sent. If content has already been downloaded off website, it won’t send email! Page  42   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • Page  43   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • CHANGE THE CONVERSATION based on a trigger Page  44   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden<al  
  • RIGHT message to the RIGHT person at the RIGHT time ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al  
  • @djwaldow ©  2011  Marketo,  Inc.  Marketo  Proprietary  and  Confiden<al