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The Future of Marketing Automation


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"The Future of Marketing Automation makes the technology invisible so marketers can embrace their true craft, story telling"

In November 2014, I was invited to keynote the Industry Leadership Summit, a marketer-focused event held here in Atlanta. Lisa Calhoun, the producer of the event, inspired me to go beyond the typical technology and best practices covered in similar presentations and to define the future in terms of its impact on marketers and their customers. I was really excited to deliver the presentation and really appreciated the great questions and feedback.

This is one of my favorite presentations.

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The Future of Marketing Automation

  1. 1. The Future of Marketing Automation Industry Leadership Summit 2014 BILL NUSSEY, CEO SILVERPOP NOVEMBER 6, 2014
  2. 2. I have made these presentations available in hopes that they will be helpful to others. I only ask that you attribute the content as appropriate. Thank you and enjoy, Bill Nussey
  3. 3. “It's tough to make predictions, especially about the future.” - Yogi Berra
  4. 4. The future of marketing automation is about technology, customer experience, trust and… a secret ingredient.
  5. 5. Technology
  6. 6. Marketing technology is in its infancy Computers can already win Jeopardy and drive cars. As this advanced technology reaches marketers, the world will change completely.
  7. 7. The pace of marketing tech is relentless 67% of marketing departments plan to increase their spend on marketing related activities There are over 1,000 marketing technology providers 65% are increasing their budgets for service providers that have technology related offerings* * Gartner study reference in HBR
  8. 8. The rise of the Chief Marketing Technology Officer Just as today’s marketing technology starts to make sense, the next generation of tech will already be here. Marketers that adapt faster and more innovatively to the relentlessly changing technologies will lead their industries. As many as half of large companies have a CMTO and that number is rising quickly* Marketing Guru Tech Wizard * Recent poll among large company CMOs
  9. 9. Customer Experience
  10. 10. Customer Experience Marketing Automation is revolutionizing customer experience Every touch point, both digital and offline, can be analyzed and acted upon in real time… in a completely individualized way Features and price are yesterday’s skirmish; the new battlefront is customer experience “Marketers will be the architects of the customer experience”
  11. 11. Customer experience matters… a lot For the 6-year period from 2007 to 2012, the Customer Experience Leaders in the Watermark Consulting study outperformed the broader market, generating a total return that was three times higher on average than the S&P 500 Index.
  12. 12. Great Customer Experience is Hard “The problem with customers is that they don’t always want to work around your business structure” Product Customer Experience Marketing Sales Support HR Finance
  13. 13. Trust
  14. 14. Consumers are increasingly demanding control of their privacy and data 49% of consumers are “very much” concerned about the privacy of their data* 59% of consumers indicate their concern has risen in the last twelve months* * GFK Study, 4-2014
  15. 15. The foundation of a brand is trust Trust = Knowledge + Control Customers will likely demand to know what you know about them and they will want to control how you use it Today, customer data can be purchased or captured. It’s likely that, in the future, it will have to be earned Marketing automation is the only approach that can drive relevancy for each individual customer at scale Marketing automation may be the very best foundation we have to earn our customers’ trust Even better, marketing automation can also be used to understand each individual customer’s specific privacy expectations and custom tailor communications that respect those preferences.
  16. 16. The Secret Ingredient
  17. 17. The only thing truer than truth is stories - an old proverb
  18. 18. … But stories have always been and will always be the very essence of marketing Here is the shortest story ever told: For sale. Baby shoes. Never worn. Strangers, Friends, Lovers. Strangers again. Never upon a time, there was nothing. Then Once came along and the stories never Mary had a stopped little lamb Technology and automation will continue to evolve…
  19. 19. One final thought… On the wall in Silverpop’s lobby is written a quote that explains the one true way to predict the future…