Crossing the Chasm – From Email Marketing to Marketing Automation
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Crossing the Chasm – From Email Marketing to Marketing Automation

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Empowered buyers want to be enabled, not sold. This requires B2B marketers to shift focus from selling products to knowing and serving customers. Companies using standalone email are not able to ...

Empowered buyers want to be enabled, not sold. This requires B2B marketers to shift focus from selling products to knowing and serving customers. Companies using standalone email are not able to garner insight and behavioral data to help facilitate the customer along the new buyer’s journey, as companies who have adopted marketing automation can. Why should you cross the chasm from email marketing to marketing automation? Join Act-On CMO, Atri Chatterjeee, & Christian Wettre, President of W-Systems – a top partner of both SugarCRM and Act-On, as they share challenges, best practices and lessons learned. This session will reference two innovative companies who have graduated from email to automation, and discuss how they have optimized marketing processes as a result.

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Crossing the Chasm – From Email Marketing to Marketing Automation Presentation Transcript

  • 1. CROSSING THE CHASM – FROM EMAIL MARKETING TO MARKETING AUTOMATION Atri Chatterjee, CMO of Act-On Software & Christian Wettre, President of W-Systems @ActOnSoftware #iheartmktg #SugarCon
  • 2. Agenda • What’s the state of email marketing? • Going from email to marketing automation • Getting started • Customer case studies 2
  • 3. A Quick Poll • How many of you are doing email marketing? • How many of you have increased your use of email marketing? • How many of you already see a positive ROI from using email marketing? 3
  • 4. Email Use Only Increasing Source: Direct Marketing Association 74% Increased from 3 years ago 23% Decreased or Unchanged from 3 years ago
  • 5. Email Produces ROI 5 Email marketing is producing an ROI Email marketing will eventually produce an ROI Email marketing is likely to produce an ROI Other 60% 32% 4% 3% Source: © 2013 MarketingSherpa Email Marketing Benchmark Survey Methodology: Fielded December 2012, N=53
  • 6. Email to Marketing Automation Gap Established Market Emerging Market • Early Adopters • New buyer’s journey • Many more channels • Seems complicated • Broad use across B2B and B2C • Millions of companies using it • Focus on a single channel
  • 7. Lots of Questions I have a website, I am blogging, I am tweeting… Am I doing enough? Google AdWords is driving impressions, but revenue? Are people finding my website when they are starting their research? People are on my site now. How can I connect with them? Can I source my own leads from the website & social media? I need to manage a lot of marketing channels. I need to generate a lot of leads. How do I automate some of this? Can I get the full marketing timeline for this new lead? Which of my prospects is thinking about me today? I need some pickup lines for engaging my new prospect. I love e-mail marketing, now I need a roadmap to the future Which marketing programs are really driving revenue?
  • 8. Crossing the Chasm ? ? ? ?
  • 9. Case Study: Kasina (New York) • Industry: Financial Services Consulting • Converted from: Constant Contact • Marketing Based On: Content • Uses Act-On for: – Act-On forms web site visitor capture – lead scoring to focus sales attention to most interested leads – Integration to SugarCRM 9
  • 10. Get Started with Today’s Marketing Playbook Profiling, Segmentation, Persona-based Content, Automated Nurturing Behavioral Profile, Social Intelligence Build awareness when prospects are doing their research Engage prospects as they go through the consideration stage Provide sales with the intelligence and insight they need to better engage the prospect Content, SEO, SEM, Social Media, Data Capture
  • 11. Email Will Remain Essential 11 Print Social Events PR Email Source: Forrester Research 2013 Top marketing tactics used during the customer lifecycle Events Email SEO Content Telephone Email In-person events Content Webinar Telephone Email Events Webinar Social Content ATTRACT CAPTURE NURTURE CONVERT REVENUE EXPAND Integration with SugarCRM
  • 12. Case Study: Online Tech (Michigan) • Industry: Server Hosting Company specializing in HIPAA, SOX, PCI and Safe Harbor Hosting • Uses Act-On for: – Email Marketing – Web Event Organization – Marketing to Sales Lead Transfer – Integration to SugarCRM 12
  • 13. Nurture, Don’t Squander When leads are not nurtured… 79% do not convert into sales 13 Source: Marketing Sherpa & Forrester Research When leads are nurtured… 50% more are sales ready at 33% lower cost
  • 14. Use Scores to Prioritize Prospects
  • 15. Choose a Platform not a Point Solution Act-On Contacts Database, Behavior Database and Analytics Engine CRM EXTERNAL DATABASES ERP BILLING & OTHER LEGACY SYSTEMS ACT-ON APIs ACT-ON APPLICATIONS INTERACTION POINTS REPORTING EMAIL CONTACT LIST CONTENTEMAIL SOCIAL NURTURING WEBINAR INBOUND SALES REPORTS 3RD PARTY APPS ACT-ON PLATFORM CAMPAIGN MANAGEMENT & AUTOMATION USER INTERFACE
  • 16. Case Study: W-Systems • Industry: SugarCRM! • Converted from: MailChimp • Uses Act-On for: – Email Marketing – Web Event Organization (GotoMeeting Integration) – Website visitor tracking – Content Marketing Leads Capture (Act-On Forms) – Inbound Lead SEO Analysis – Lead scoring – Integration to SugarCRM – Email Bounce Processing / List Cleansing 16
  • 17. Q & A @ActOnSoftware @WSystemsCorp #SugarCon