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Marketing Automation Done Right 2017

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Michael McNeal and Heather Roscoe-Andersen speak Tuesday at Seattle Interactive Conference on “Marketing Automation Done Right: How is Your Customer Experience Changing to Match Your Customer’s Expectations?”

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Marketing Automation Done Right 2017

  1. 1. HEATHER MICHAEL Roscoe-Andersen Consultant,Centric Seattle @RoscoeAndersen, @centricseattle McNeal Senior Manager,Centric Seattle @MPMcNeal, @centricseattle
  2. 2. THE GOOD, THE BAD, THE UGLY
  3. 3. WHAT IS MARKETING AUTOMATION?
  4. 4. MARKETING TECHNOLOGY LANDSCAPE Source: Chief Mar Tec, March 2016
  5. 5. CUSTOMER LIFECYCLE VS. CUSTOMER JOURNEY
  6. 6. STATUS UPDATE The customer now expects to have a relationship with the brand. But… it’s complicated.
  7. 7. RULE OF 3 • Content • Data • Analytics Source: Penrose Triangle: 3dprintfox.com
  8. 8. Source: Found the World
  9. 9. DATA Source: The Matrix, 1999
  10. 10. ANALYTICS Sources: Gartner, Brett Friel, Faber Castell, Schipper Arts and Crafts, Tempo Medical
  11. 11. MARKETING AUTOMATION MATURITY MODEL
  12. 12. FUTURE (MARKETING) SHOCK Source: Minority Report, 2002
  13. 13. THE FUTURE IS NOW… ALMOST? Sources: Marketing Week, Beacon Stac, Nintendo / Niantic, Marketing Journel
  14. 14. • Synchronization SO… WHY MARKETING AUTOMATION? …to effectively and efficiently scale 1:1 customer relationships • Orchestration • Execution
  15. 15. WHAT TO TELL YOUR BOSS YOU LEARNED Your customers expect to feel as if the brand exists uniquely for them; done right, marketing automation can do this Remove the silos: leverage the right combination of content, data and analytics, integrated across your entire organization If you don’t do this, someone else will (or already is)
  16. 16. YOUR NEXT STEPS TOMORROW! • Download slides at centricseattle.com • Take your own customer journey at the Centric booth! • Attend part 2, tomorrow at 11:30am! Level 2, Chelan 2

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