The Future of Marketing Automation is More Connected

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The Future of Marketing Automation is More

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Alex Ortiz
VP Marketing
Today’s speakers
Mathew Sweezey
Author, Speaker, Marketing Insights Leader

| © All rights reserved. | Confidential and proprietary.| © All rights reserved. | Confidential and proprietary.
AUTOMATION 2.0
T H E F U T U R E
T H E W A Y Y O U D R I V E B U S I N E S S
T H E W A Y Y O U W O R K
MARKETING

Mathew Sweezey
Principal of Marketing Insights
Salesforce
Author of
• Marketing Automation for Dummies
(2013)
• Context Revolution –Harvard
Business Press (2019)
@msweezey

A L L H A P P E N S W I T H I N A M A R K E T I N G A U T O M A T I O N
T O O L
( P A R D O T / E L O Q U A / M A R K E T O / H U B S P O T )
AU TO M ATIO N
1. 0

H A P P E N S A C R O S S A N E T W O R K O F T O O L S
A N D T E C H N O L O G I E S
( D E - C E N T R A L I Z E D A U T O M A T I O N )
AU TO M ATIO N
2. 0
T H E T O O L S E T
O F T H E G R O W T H H A C K E R

AU TO M ATIO N
2. 0
AU TO M ATIO N
1. 0

T H E N P R O G R E S S E S T O 2 . 0 A S T H E Y B E G I N
T O U N D E R S T A N D H O W A U T O M A T I O N S
W O R K , O R H A V E A S P E C I F I C N E E D T H E I R
T O O L I S N ’ T A B L E T O S U P O R T .
EV ERYO N E STA RTS
WITH AUTOM ATION
1. 0

MARKETING
IS NOT OPTIONAL

O F A L L
C U S T O M E R
E X P E C T
C O N T E X T U A L I Z E D
A N D C O N S I S T E N T
C O M M U N I C A T I O N
89%

BEST IN CLASS
AVERAGE # OF TOOLS

UNDERPERFORMERS
AVERAGE # OF TOOLS

IT’S NOT THE NUMBER
RATHER HOW YOU ARE
ABLE TO CONNECT THEM
BIG IDEA

A I R B N B
H A D 2 M A J O R
I S S U E S
&

S O T H E Y B U I L T A B O T

I’m emailing you because you have one of the nicest
listings on Craigslist in the Tahoe area, and I
wanted to recommend you feature it on one of the
largest vacation rental marketplaces on the web,
AirBnB. The site already has 3,000,000 page views
per month. Check it out here (URL to AirBnB).
Jill D
T O S E N D T H E F O L L O W I N G E M A I L

A N D R E N T O U T T H O S E L I S T I N G S

T H E I R 2 N D
A U T O M AT I O N

#1 tactic when they started –
Decentralized Automations
ZERO dollars spent on ads
Disrupted an entire
industry

FIVE
TO BREAK OUT

N E W C U S T O M E R
A C Q U I S I T I O N
N O M O R E F O R M S

C O M P L E X
A U T O M AT I O N

CONSUMERS BELIEVE
CHATBOTS TO BE
BETTER THAN EMAIL,
APPS, OR PHONE
CALL TO ANSWER
SIMPLE QUESTIONS.
- STATE OF CHATBOTS 2018

#1 sources of qualified opportunities for
Segment
5X Increase in engagement
2X Increase in conversations

C O N T E X T U A L
J O U R N E Y S
T H I N K P A S T E M A I L

A V E R A G E PA G E
V I E W S P E R
S E S S I O N 1 . 7
YO U H AV E A
G E T T I N G T H E
R I G H T
C O N T E N T T O
T H E R I G H T
P E R S O N
P R O B L E M .

STAGE ONE
OFFER
STAGE TWO
OFFER

Mat,
Did you get a chance to check out the latest
State of Chatbot research yet?

CONSUMERS WANT YOU TO
ENGAGE WHERE THEY ARE
- MESSAGING APPS -
BIG IDEA

NATIVE :
Messaging applications have
overtaken general social
media use, and are now the
number one use of social
media. Consumer expect you
to understand.
BONUS:
• They create notification
• Very low use by brands
• Consumers want us to
engage here

I N C R E A S E
A D O P T I O N
M O R E T H A N O N B O A R D I N G

R E D U C I N G C H U R N B Y
5 % I N C R E A S E S P R O F I T
B Y 2 5 - 9 5 %
- HARVARD STUDY

CUSTOMER ISN’T
USING ALL OF
YOUR PRODUCT
SO YOU SET UP AN
AUTOMATION TO CONNECT
THE USER TO THE CRM
RECORD
THEN YOUR MA TOOL
EXECUTES A NURTURE
TO INCREASE USE
SEGMENT TRAY.IO PARDOT

USE THIS SAME IDEA TO
BUILD AN AUDIENCE OF
SUPER FANS
BIG IDEA

YOU’VE SET UP A
NEW FEATURE IN
YOUR PRODUCT
SO YOU SET UP AN
AUTOMATION TO POP UP
A SURVEY ONLY TO THOSE
AFFECTED USERS WITH IN
THE APP
SURVEY TOOL RUNS,
THEN PASSES DATA
BACK TO DRIVE
NEW CAMPAIGN
INTERCOM TRAY.IO PROMOTER.IO

S P L I T T H E C A M P A I G N T O
D E A L W I T H T H E B A D S C O R E S ,
A N D L E V E R A G E T H E G O O D
Users with lowest NPS
In real time pop
up chatbot
offering
support, or
directing them
to the answers
Ask them to
create a
review for
you on any
site!
Now you
have a
process of
getting
reviews from
your best
customers.
Use data from other
tool to identify user
while they are in the
app
Users with Higher NPS
Use data from other
tool to identify user
while they are in the
app

H U M A N - T O - H U M A N
T H E N E W F R O N T I E R

ORDER COMES IN
CONNECT ORDER TO REP
WHO SPECALIZES IN
THAT FIELD
SCHEDULE TASK FOR
REP FOR REACH OUT

• EXPECT TO DRIVE $100 MILLION IN SALES VIA THIS
PROGRAM
• ONE GEARHEAD CAN MANAGE 10,000
REPLATIONSHIP WITH CUSTOMERS IF THEY HAVE
THE TECHNOLOGY
• INCREASED THE LIFETIME VALUE OF THOSE
CUSTOMERS 40% OVER THOSE NOT ENGAGED WITH
THE PROGRAM, AND IT HAS INCREASED ORDERING
BEHAVIOR BY 105%.
• MY GEARHEAD IS WELSEY!

USE THESE PERSONAL
CONNECTIONS TO
LEVERAGE YOUR AUDIENCE
BIG IDEA

Question is
posted to Twitter
Create automation to create
task in your community to
answer the question
Your audience jumps in
and engages on your
behalf.

• You know which
products you need
reviews on, so be
tactical with them.
• Reach out
personally and ask
them to take some
photos and guide
them to answer the
questions people
are curious about.

B E T T E R
W O R K
I N T E R N A L A U T O M A T I O N

Top performers integrate their tech stack
Best-in-Class marketers are 74% more likely to have a strongly integrated system of
marketing technology solutions, compared to All Others (40% vs. 23%).
Source: Aberdeen, ”The state of marketing technology: controlling the chaos”
What Does Your Marketing Technology Ecosystem Look Like?
45%
30%
15%
0%
13%
A collection of
specialized but
unconnected
solutions
A collection of
specialized
solutions with
some integrations
A strongly integrated
system of
complementary
solutions
A highly integrated
system or “cloud”
of complementary
solutions
Percentagereported
Best-in-Class
All Others
34% 34%33%
40%
23%
14%
9%
Low marketing technology sophistication – High marketing technology sophistication

Automate any marketing process with a
General Automation Platform (GAP)
Mkt OpsDemand gen Web Mkt Events
• SEM, social, retargeting
• Personalized email
• Message orchestration
• Lead list ingestion
• Event management
• Swag automation
• API limits management
• Lead enrichment
• Lead scoring, routing
Customer MktSales ops Analytics Product Mkt
• MAP to CRM sync
• Campaign creation
automation
• Lead to account matching
• Data warehouse
integration
• BI integration
• Execution layer on BI
• User behavior in trial
and in product
• Competitive alerting
and enablement
• NPS campaign
• Happy customer
detection
• Gift automation
• Capture leads from chat
• Target account alerting
• Show chat only to target
accounts

Automation 2.0 is for every team at any company
OpsMarketing Sales Support
Company-wide
IT Product

Integrated lead enrichment
sources with CRM to enrich
650,000 global opportunities
Any time you have a use case where systems need to talk to
each other; a General Automation Platform is ideal.
- Brendon Ritz, Marketing Operations Lead
Checks website ranking in
Clearbit weekly and updates
Salesforce as needed
Updates Salesforce with
data from BuiltWith on 200
different attributes
Increased sales team appointments 13%
Integrate disparate lead data to target the best opportunities

Personalize marketing at scale
Built a data-queuing and
segmentation engine
between Segment and
MAP to route millions of
events for more effective
email campaigns
Our General Automation Platform lets us be proactive
with our marketing in a way that we couldn’t before.
- David Dorman, Director of Growth and Demand Generation
Enriched CRM data for
a single source of truth
for the customer
relationship
Connected Segment
and survey tool to
automate and scale net
promoter score
program
Drove broader visibility
with alerts from form
fills and status changes
in CRM data

Automate event marketing
Gather event registration data and
route to marketing automation
We are finding more and more use cases for our General
Automation Platform. We are also choosing new tools now
based on what our GAP supports.
- Amandeep Sandhu, Director of Marketing
Enrich data Sync event and enriched
data to CRM

Integrate subscription
billing system with stack
Our General Automation Platform is the
glue that holds all our systems together.
- Ryan Cantor, AVP Digital
Lead splitting across two
marketing automation platforms
Automate online orders & payments to mobilize
1,500-person sales team
Manage discount coupon
creation and expiration

Automate lead list uploading
à Increases MQL to SQL
conversion rates
You can take data, transform it, load it exactly the way
you want, and own that process —that’s the beauty of a
General Automation Platform.
- Dan Ahmadi, Director of Demand Generation
Automate gift sending with one-
click ordering à Empowers
effective lead nurture by reps
Competitive deal
alerting à Better sales
enablement
Boost sales and marketing productivity

Lead capture automation
between landing page
software, spreadsheets,
and the Iterable Platform
- Henry Ngo, Senior Manager Marketing Operations
Lead routing between lead
capture process and CRM
Alerting sales reps of
hot leads
Extend your marketing automation processes

Syncs web forms and task
management tool
The way our General Automation Platform syncs data with
Asana is a great time saver.
- Matthew DePace, Regional Dir. of Corporate Community Relations
Saves time for thousands
of employees
Automate event management workflow
Improves efficiency,
accuracy and collaboration

tray.io
67
Make automation 2.0 a reality with these resources:
Inspiration: tray.io/customers
Ideas: tray.io/blog
Go deeper with a demo

Question and answer
Use the webinar chat
window to submit questions

@MSWEEZEY
THANK YOU
N O W G O F O R T H A N D B E
A W E S O M E ( R )

The Future of Marketing Automation is More Connected

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