Making the Case for Marketing Automation


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Why Marketing Automation Systems Maintain Marketers’ Sanity and Improve Performance.

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Making the Case for Marketing Automation

  1. 1. Why Marketing Automation Systems Maintain Marketers’ Sanity and Improve Performance Making the Case for Marketing Automation
  2. 2. So much to do, so little time…  Social media, email campaigns, search marketing, lead generation, CRM the list goes on…  Marketers are STRESSED OUT! 2
  3. 3. 3 But not without a marketing automation system.
  4. 4. Marketing Automation Systems:  Bring everything a marketer needs to: –generate leads –capture information –turn those leads into customers  into one system! 4
  5. 5. But most importantly, marketing automation will… (and help you score that annual bonus!) 5 MAKE YOU A MARKETING ROCKSTAR
  6. 6. 25%of B2B fortune 500s use marketing automation (
  7. 7. 76%of the world’s largest SaaS companies So do (
  8. 8. 451%is the increase in qualified leads that businesses experience (Business2Community)
  9. 9. 77%of CMOs implemented marketing automation to increase revenue (Gleanster)
  10. 10. 47%larger purchases than non-nurtured leads Nurtured leads make (The Annuitas Group)
  11. 11. 10%+increase in revenue in 6-9 months Companies that automate lead management see a (Gartner Research)
  12. 12. What Can Marketing Automation Do For You?  Manage your campaigns  Monitor prospect actions: – opening an email – downloading a free guide – visiting your website – engaging on social media – any action you feel qualifies a lead  Score your leads based on their actions  Place your leads in different buckets and relevant nurture paths to purchase 12
  13. 13. Top Things to Automate  Data Enrichment - gather additional or updated information about your prospects – Send email asking for preference, demographic and behavioral information – Implement progressive profiling to pose new questions each time a prospect visits a website or landing page  Nurture Programs - educate prospects who aren’t yet ready to engage a sales resource – Gently guide these buyers through the purchase process – Deliver relevant content such as white papers, articles, and event and Webinar invitations  Form Abandonment Follow-up – reach out to known contacts that click through to contact you, watch a video or download content but fail to complete the form – A triggered form abandonment message may be an effective way to strengthen engagement and continue moving that prospect through the funnel – Be personal, use a service tone and offer up ways that you can help 13Source: Silverpop
  14. 14. Top Things to Automate  Welcome & Onboarding Programs – Quickly engage new prospects and customers through personalized communications – Educate prospects about your value proposition and provide resources and helpful information personalized to their point of entry or interests – Guide new customers through the process of getting the most out of your product  Event Communications – Manage event communications from initial invite to post-event follow-up – Invite prospects to your webinars and trigger reminders to register to prospects who don’t register through first invitation – Send event details and reminders then follow up afterwards based on attendance  Attended: thank you note, survey, related resources and/or invite to set up a call with a sales rep  Didn’t attend: “sorry we missed you” message with option to view slides, download the recording or watch it on video, plus related resources and calls to action 14Source: Silverpop
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  16. 16. First, Find the Right System for Your Business 16
  17. 17. Questions to Ask When Comparing Marketing Automation Systems  Does the vendor seem to understand our business and our marketing needs?  Can we do a test run or free trial?  What are other companies saying about the platform/vendor?  Does it integrate with our CRM?  Will it help us increase revenue from marketing activities?  How easy is the platform to use?  Do they offer the features we require most?  What is involved in the on-boarding process?  How do I make sure my team adopts the system?  What kind of support and training are included?  How long does implementation typically take?  What specific technology and support is included?  Will any additional fees come up? 17
  18. 18. What the Analysts are saying: Forrester Wave Lead-to-Revenue Management Platform Vendors Q1 2014 ( Source Forrester) - For Large Enterprises, Q1 ’14 18
  19. 19. What the Analysts are saying: Forrester Wave Lead-to-Revenue Management Platform Vendors Q1 2014 ( Source Forrester) - For Small Marketing Teams, Q1 ’14 19
  20. 20. What the Analysts are saying: Gartner Magic Quadrant – CRM Lead Management 20
  21. 21. OUR POINT OF VIEW Marketing Automation Platforms 21
  22. 22.  Eloqua is a larger investment but it’s one of the top names in marketing automation  Covers the entire range of online marketing and marketing automation activities from social media to landing pages  Good security and powerful integration capabilities  Cornerstone of the Oracle Marketing Cloud that includes Compendium, Blue Kai and SRM ( formerly Vitrue) 22 Oracle | Eloqua
  23. 23. Marketo  Can be attributed to placing Marketing Automation in the mainstream.  Non-intimidating User Interface for the non-techie marketer  Good reporting and analytics  Limited Integration capability  Good value for small to mid-market companies 23
  24. 24. Adobe Campaign (former Neolane)  Excellent multichannel campaign management capabilities  Budgeting and Reporting Capability  Offered as SaaS or on-premise 24
  25. 25. Act-on  Standard features plus SEO and Paid-Search Research/Analytics  Low price point based on active contacts and not on database size.  Good out-of-the-box integrations with common CRM systems  Impressive Reporting Capabilities 25
  26. 26. (Pardot)  All the basic features for Campaign Management and Lead Management  Good out-of-the-box integrations with common CRM systems 26
  27. 27. Active Campaign  Great features including personalized email campaigns and email templates  Perfect for small businesses 27
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  29. 29. Get more information about marketing automation best practices at: @shawndesouza