Best practices in Marketing AutomationAdam Sharp 		  asharp@clever-touch.com<br />22nd June 2011<br />
About CleverTouch<br />Our Topic Cloud<br />Rules-based Workflow<br />Intelligent Marketing Technology<br />Marketing Know...
The state of marketing today<br />3<br />
4<br />INBOUND<br />OUTBOUND<br />The Gap<br /><ul><li> Technology
 Processes
 Content
 Skills
Pipeline
Opportunity Management
Sales
Support
(X-sell)</li></li></ul><li>5<br />…marketing 1.0<br />SEO & PPC<br />Ads & Direct Mail<br />PR<br />Social Ntwk<br />Tele<...
Marketing 1.0 = Ineffective<br />Marketing<br />Domain<br />ADHOC <br /> 80%<br />Sales <br />Domain<br />20%<br />
7<br />
 Major Marketing 1.0 issues<br />8<br />no real handle on prospect data<br />slow campaigns = individual heroics<br />mult...
Building a Marketing Capability<br />C. Innovation, Creativity & Stickiness<br />Creating Time, New Initiatives, New Marke...
Limited Marketing Capability<br />C. Innovation, Creativity & Stickiness<br />Creating Time, New Initiatives, New Markets/...
11<br />…and so Marketing needs a new approach<br />
12<br />Marketing 2.0 - brochureware to marketing hub<br />PRE-<br />CAMPAIGN<br />ANALYSIS<br />PRE-<br />CAMPAIGN<br />A...
Our philosophy & methodology<br />No business can accurately predict future revenues without <br />complete transparency i...
Customer-centric engagement strategy<br />Educate, don’t sell<br />14<br />
Each campaign needs content in logical order<br />
16<br />Think workflow and process<br />Controlled Nurturing<br />Load balancing<br />Closed loop<br /> feed back<br />
17<br />Whitepaper<br />Blueprint<br />Webinar<br />
TIME <br />18<br />
SMB ‘Worry Free’c.2m units/contacts9 countries7 languages5 routes to purchase<br />The brief<br />Fully automate, integrat...
20<br />Campaign flow/user journey<br /><ul><li>All areas in pink are dynamic content – flexible content that is placed in...
Dynamic content is heavily utilised through the program, for instance in the highly time-sensitive automated program for i...
The tone of the message changes accordingly over time. </li></li></ul><li>Campaign flow/user journey<br />Time<br />Segmen...
Dynamic content in automated email <br />29 Days of Trial Remain<br />3 Days Remain<br />15 Days Remain<br />0 Days Remain...
30 Days Since Expiry <br />
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Pardot UK Seminar: Adam Sharp (6/23/2011)

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Pardot UK Seminar: Adam Sharp (6/23/2011)

  1. 1. Best practices in Marketing AutomationAdam Sharp asharp@clever-touch.com<br />22nd June 2011<br />
  2. 2. About CleverTouch<br />Our Topic Cloud<br />Rules-based Workflow<br />Intelligent Marketing Technology<br />Marketing Know-how<br />
  3. 3. The state of marketing today<br />3<br />
  4. 4. 4<br />INBOUND<br />OUTBOUND<br />The Gap<br /><ul><li> Technology
  5. 5. Processes
  6. 6. Content
  7. 7. Skills
  8. 8. Pipeline
  9. 9. Opportunity Management
  10. 10. Sales
  11. 11. Support
  12. 12. (X-sell)</li></li></ul><li>5<br />…marketing 1.0<br />SEO & PPC<br />Ads & Direct Mail<br />PR<br />Social Ntwk<br />Tele<br />marketing<br />Digital<br />& Web<br />Events<br />eMail<br />Channels<br />& Partners<br />Multiple Versions Of The Truth<br />Multiple Formats- No History<br />Poor Lead Nurturing & Routing<br />People/Time Intensive<br />Organisation serve Comms Platforms<br />
  13. 13. Marketing 1.0 = Ineffective<br />Marketing<br />Domain<br />ADHOC <br /> 80%<br />Sales <br />Domain<br />20%<br />
  14. 14. 7<br />
  15. 15. Major Marketing 1.0 issues<br />8<br />no real handle on prospect data<br />slow campaigns = individual heroics<br />multi-channel = multi-complexity<br />adhoc workflow<br />constant reinvention (manual nurturing)<br />partners not integrated <br />no personalisation<br />pipeline = feast or famine<br />no closed loop & forensic lead analysis<br />
  16. 16. Building a Marketing Capability<br />C. Innovation, Creativity & Stickiness<br />Creating Time, New Initiatives, New Markets/New Products, Serving Internal & External Customer Well<br />B. Communication Programmes, Content based on Shared Progressive Strategy<br />Matching communication tools and dialogue to stage of Buying Process & Personas. Load balancing by Funnel Stage. Enable Continuous Dialogue. Channel Enabled.<br />C<br />B<br />A. Develop a Coherent Marketing Architecture & Shared Strategy<br />Market Sizing & Market Intelligence, Prospect & Customer Data, Inbound & Outbound, Influencer Strategy, Buyer Personas & Buying Process, Content, Nurture Strategy, Sales & Marketing Alignment, Funnel & Pipeline Anatomy, Channel Enablement, KPIs/ROIs.<br />A<br />
  17. 17. Limited Marketing Capability<br />C. Innovation, Creativity & Stickiness<br />Creating Time, New Initiatives, New Markets/New Products, Serving Internal & External Customer Well<br />B. Communication Programmes, Content based on Shared Progressive Strategy<br />Matching communication tools and dialogue to stage of Buying Process & Personas. Load balancing by Funnel Stage. Enable Continuous Dialogue. Channel Enabled.<br />Stuck in “Let’s <br />Communicate Mode”<br />A. Develop a Coherent Marketing Architecture & Shared Strategy<br />Market Sizing & Market Intelligence, Prospect & Customer Data, Inbound & Outbound, Influencer Strategy, Buyer Personas & Buying Process, Content, Nurture Strategy, Sales & Marketing Alignment, Funnel & Pipeline Anatomy, Channel Enablement, KPIs/ROIs.<br />
  18. 18. 11<br />…and so Marketing needs a new approach<br />
  19. 19. 12<br />Marketing 2.0 - brochureware to marketing hub<br />PRE-<br />CAMPAIGN<br />ANALYSIS<br />PRE-<br />CAMPAIGN<br />ANALYSIS<br />POST-<br />CAMPAIGN<br />ANALYSIS<br />
  20. 20. Our philosophy & methodology<br />No business can accurately predict future revenues without <br />complete transparency into both the funnel and the pipe….joined up marketing<br />
  21. 21. Customer-centric engagement strategy<br />Educate, don’t sell<br />14<br />
  22. 22. Each campaign needs content in logical order<br />
  23. 23. 16<br />Think workflow and process<br />Controlled Nurturing<br />Load balancing<br />Closed loop<br /> feed back<br />
  24. 24. 17<br />Whitepaper<br />Blueprint<br />Webinar<br />
  25. 25. TIME <br />18<br />
  26. 26. SMB ‘Worry Free’c.2m units/contacts9 countries7 languages5 routes to purchase<br />The brief<br />Fully automate, integrated systems, <br />integrate ‘drip’ and ‘keep in touch’ campaigns<br />dynamic content & richer experience <br />
  27. 27. 20<br />Campaign flow/user journey<br /><ul><li>All areas in pink are dynamic content – flexible content that is placed into the template automatically by the system based on the contact’s identified profile
  28. 28. Dynamic content is heavily utilised through the program, for instance in the highly time-sensitive automated program for in trial that launches one of seven emails based on a contact’s trial status.
  29. 29. The tone of the message changes accordingly over time. </li></li></ul><li>Campaign flow/user journey<br />Time<br />Segment<br />POS Segment<br />#1<br />#4<br />Trend Micro Database<br />Welcome Campaign<br />Post Purchase Survey<br />Trend Database<br />Default Customer <br />Communications<br />Regular Monthly Campaigns<br />Trend FTP Site<br />Ad Hoc Campaigns<br />Data put on to FTP site daily<br />Mid Term Survey<br />Renewal Reminders<br />In Trial Segment<br />#1<br />#4<br />Welcome Campaign<br />CleverTouch<br />Data<br />Transformation<br />Data manipulated ready for silverpop<br />Post Trial <br />Activation <br />Segment<br />#1<br />#2<br />Activate - Y<br />Post Purchase Survey<br />Welcome Campaign<br />Win Back <br />Campaign<br />Silverpop FTP Site<br />#1<br />Data uploaded to silverpop for scheduled daily import<br />Activate - N<br />Extended Trial Period Campaign<br />Survey<br />#2<br />#8<br />Silverpop Database<br />New contacts added to Database<br />
  30. 30. Dynamic content in automated email <br />29 Days of Trial Remain<br />3 Days Remain<br />15 Days Remain<br />0 Days Remain<br />7 Days Since Expiry<br />3 Days Since Expiry <br />
  31. 31. 30 Days Since Expiry <br />
  32. 32. Progressive profiling on web, interactive adviser guide <br />
  33. 33. Dynamic Content <br /><ul><li>Product recommendations based on progressive profiling
  34. 34. Products/links are all personalised so ROI can be calculated at individual level</li></li></ul><li> Dynamic Advisor Tool- Dictates which campaign journey (of 5) prospects are taken down, includes send time optimisation.<br />
  35. 35. Some of the results so far<br />For confidentiality reasons open rates and clicks thru’s are shared but not visits to ecommerce site or revenue figures<br />Suffice to say that logic dictates that an increase in open rates, brand awareness and a higher level of people trialling the software leads to a significant uplift in sales<br />The key is the time to marketing and dynamic relevant content, due to our grabbing data from the ftp site and committing it to the programme (15 times a day) and because of the immediacy of the programme and the dynamic content, there has been a significant uplift in open rates, engagement and ultimately sales<br />As a result this programme has been extended to 2013 and Dell and Trend are looking at other ways to partner and to integrate marketing automation into their marketing.<br />27<br />
  36. 36. 28<br />% rates across all program sends<br />18351<br />Note: Percentages reflect the proportion of people clicking on the advisor link in the email, who then go on to: fully complete the tool, open the report they are emailed following completion, and click a link within the final report<br />
  37. 37. 29<br /> Marketing Automation isopportunity for Marketing Transformation<br />
  38. 38. THANKS!asharp@clever-touch.comCTMadam<br />30<br />
  39. 39. Best practices in Marketing AutomationAdam Sharp asharp@clever-touch.com<br />22nd June 2011<br />

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