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Marketing
Automation Tools
TYPO3 Camp München 2015
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 2wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Gernot Schulmeister
… Lives in Mönchengladbach
… Developes websites with TYPO3 since Version 3.7
(2005)
… Works for wfp:2
… Has a migration background and comes from
Southeast-Europe (Austria)
… Likes operative CMS evaluations
Contact
• facebook.com/gernot.schulmeister
• twitter.com/mistakanista1
Introduction
Areas of Application
Tools
Schedule
Introduction
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 5wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
The challenge
• Every customer website is part of the marketing
strategy
• Project management turns to product management
• Marketing activities in swim lanes
• Complex customer journeys include many channels
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 6wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Definitions
• Enables automatized, personalized communication
with potential customers based on their profile of
interests
• The profile of interests is gathered by webtracking
and other touchpoints
• Target is to identify and preview customer requests
and requirements
• Communication is mainly done via online channels
(website, mail, mobile)
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 7wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Inbound marketing
• No messages sent (outbound marketing)
• Strategies to be found by the customer
• Places product information and content where people
are searching
• Blogs, Podcasts, Web-Videos, E-Books, White papers
• Offline by publishing guest articles
• Cheaper than payed adds
• Instruments: content marketing, guided selling, PR,
Social Media Marketing, SEO, Conversion Optimization
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 8wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Methods of inbound marketing
• Gain traffic with SEO friendly content
• Promote it in social networks and with PR
• Use seeding to multipliers as bloggers, journalists and
opinion leader for viral distribution
• Turn visitors in leads
• Turn leads into buyers
• Turn customers in recurring customers with higher
profits
• Optimize by continuous analysis
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 9wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Developments in Marketing Channels
• New online marketing channels are established now
• Increased the reach but not the accuracy
• Different target groups are reached by different
channels
• The lead generation requires adaptions to these
developments
• Differentiated approach is necessary
• Complex data has to be collected and evaluated
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 10wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Customer Developments
• Market transparency by mobile connected customers
• Consumers have a location independent information
source before they decide to buy
• Trend to individualized products and services
• Marketing campaigns have to address the individual
needs
• Have to enforce the customer confidence without
bother him
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 11wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Statistics
• Until 2020, 85% of customer relations is done without
personal dialogs
• 57% of the purchase cycle is done before a personal
dialog takes place
• 50% of qualified leads are not ready to buy
• 80% of “not ready to buy” leads buy within 24 months
• Automated lead management increases turnover by
10%
• Marketing automation increases effectiveness of
sellers and reduces marketing costs
Areas of application
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 13wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Collect customer data
• Unite customer data from different sources and
channels (social media)
• Track click, surf, baskets, times and brand preferences
• Track anonymous visitor behavior and add them to a
lead after login or registration
• Regard data protection (double opt in) and safe
harbor agreement
• Track customer behavior after campaigns
• Profiles of interests based on data collections are the
prerequisite for lead and campaign management
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 14wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Campaigns
• Execute automated campaigns on basis of the
marketing strategy
• Multistage campaigns via various channels with target
group specific content
• Selection of the target group according to
demographic, behavior and reaction data
• Campaigns include mails, landing pages, personalized
content on the website, forms, A/B tests
• Customer reactions are tracked and campaigns
automatically stop if the aim has been reached
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 15wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Lead management
• All actions to make a buyer out of a potential customer
• Lead scoring: classification of leads regarding the
probability to buy new or cross selling products
• Target: optimal customer care according the interests,
value and requirements
• Lead Nurturing: enrich leads with basic interest to buy
• Lead Routing: send qualified leads with willingness to
buy to the appropriate sales department
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 16wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Analysis
• Measure the marketing contribution of the company
success
• Get the marketing return of investment for each
campaign
• Get information to improve the marketing
• Marketing resource management (budget, calendar,
assets, coordination) according to results
• SEO on page optimization, monitor google ranking
• Social Media Monitoring and Publishing, social media
ROI
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 17wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Real Time Advertising
• Auction for advertising place
• Bids according to customer profile and campaign
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 18wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Process
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 19wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Limitations of marketing automation
• Definition of a marketing strategy and targets
• Creation of customer profiles for the company
• Definition of strategies and targets for the customer
profiles
• Content strategy and production
• Definition of campaign targets
• Identification of all customer data sources and channels
Tools
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 21wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Market share
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 22wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Revenues
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 23wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Customer satisfaction
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 24wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Hubspot
• Based in USA (data protection)
• 30 day trial possible
• Hubspot tracking code
• Connections to social media (Twitter, Facebook, Google,
Xing)
• Costs from 160 to 2000 € per month
• Tools to attract visitors and lead conversion
• Landing pages, CMS, E-Mail Marketing, Analytics
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 25wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Infusionsoft
• Based in USA, costs 200 to 400 € per month
• Only demo no trial after filling in a form
• Focus on small companies
• Organisation Tools: Contact, data, list, calendar,
listmanagement, lead scoring, email integration, mobile
• Automation: campaigns, email, landing pages, forms,
monitoring, multimedia, reports
• Sales Tools: lead distribution, sales automation
• E-commerce: after sales automation, recommendation
management, payment, promotion tools
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 26wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Marketo
• Based in Atlanta, residence in Dublin, save harbor
• Costs 900 to 3000 € per month
• Trial not directly free available to start
• Focus on medium companies
• Marketing Automation (forms, landing pages, email)
• Consumer engagement marketing (cross channel)
• Real time personalization (content engine, cms
integration, predictive analysis)
• Marketing management (finance, calendar)
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 27wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
eloqua
• Taken over in 2012 by Oracle
• Server based in Canada → save harbor
• For big companies
• From 2000 to 4000 €
• Lead Scoring, Nurturing, Routing, CRM Integration
• Drip campaigns, customer lifecycle management
• Website, campaign analysis, dashboards & reports
• Social media monitoring & publishing
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 28wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Raven
• Based in Nashville
• Costs 100 to 250 $ per month
• 30 day trial directly available
• Focus on smaller companies
• Integration in TYPO3 with Google Analytics
• Starts a web analysis immediately
• Gives SEO hints
• Connection to social media
• A website is a campaign
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 29wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Conclusion
• Just playing around with the tools and testing is not
enough
• User onboarding design could be approved
• You need to know what you want regarding marketing
to get use out of the tools
• Consultancy of the companies behind is necessary
• The tools are closed source
• Some of them are good marketeers (immediate call
after setting up trial)
Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 30wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Links
• t3n.de/magazin/tools-marketing-automation-237241/
• www.kirchner-robrecht.de/fileadmin/files/Downloads/
White_Paper/Kirchner_Robrecht_WP_Marketing_Auto
mation.pdf
• www.hubspot.com
• www.infofusion.com
• de.marketo.com
• raventools.com

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Marketing automation tools

  • 2. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 2wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Gernot Schulmeister … Lives in Mönchengladbach … Developes websites with TYPO3 since Version 3.7 (2005) … Works for wfp:2 … Has a migration background and comes from Southeast-Europe (Austria) … Likes operative CMS evaluations Contact • facebook.com/gernot.schulmeister • twitter.com/mistakanista1
  • 5. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 5wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools The challenge • Every customer website is part of the marketing strategy • Project management turns to product management • Marketing activities in swim lanes • Complex customer journeys include many channels
  • 6. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 6wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Definitions • Enables automatized, personalized communication with potential customers based on their profile of interests • The profile of interests is gathered by webtracking and other touchpoints • Target is to identify and preview customer requests and requirements • Communication is mainly done via online channels (website, mail, mobile)
  • 7. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 7wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Inbound marketing • No messages sent (outbound marketing) • Strategies to be found by the customer • Places product information and content where people are searching • Blogs, Podcasts, Web-Videos, E-Books, White papers • Offline by publishing guest articles • Cheaper than payed adds • Instruments: content marketing, guided selling, PR, Social Media Marketing, SEO, Conversion Optimization
  • 8. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 8wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Methods of inbound marketing • Gain traffic with SEO friendly content • Promote it in social networks and with PR • Use seeding to multipliers as bloggers, journalists and opinion leader for viral distribution • Turn visitors in leads • Turn leads into buyers • Turn customers in recurring customers with higher profits • Optimize by continuous analysis
  • 9. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 9wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Developments in Marketing Channels • New online marketing channels are established now • Increased the reach but not the accuracy • Different target groups are reached by different channels • The lead generation requires adaptions to these developments • Differentiated approach is necessary • Complex data has to be collected and evaluated
  • 10. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 10wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Customer Developments • Market transparency by mobile connected customers • Consumers have a location independent information source before they decide to buy • Trend to individualized products and services • Marketing campaigns have to address the individual needs • Have to enforce the customer confidence without bother him
  • 11. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 11wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Statistics • Until 2020, 85% of customer relations is done without personal dialogs • 57% of the purchase cycle is done before a personal dialog takes place • 50% of qualified leads are not ready to buy • 80% of “not ready to buy” leads buy within 24 months • Automated lead management increases turnover by 10% • Marketing automation increases effectiveness of sellers and reduces marketing costs
  • 13. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 13wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Collect customer data • Unite customer data from different sources and channels (social media) • Track click, surf, baskets, times and brand preferences • Track anonymous visitor behavior and add them to a lead after login or registration • Regard data protection (double opt in) and safe harbor agreement • Track customer behavior after campaigns • Profiles of interests based on data collections are the prerequisite for lead and campaign management
  • 14. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 14wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Campaigns • Execute automated campaigns on basis of the marketing strategy • Multistage campaigns via various channels with target group specific content • Selection of the target group according to demographic, behavior and reaction data • Campaigns include mails, landing pages, personalized content on the website, forms, A/B tests • Customer reactions are tracked and campaigns automatically stop if the aim has been reached
  • 15. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 15wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Lead management • All actions to make a buyer out of a potential customer • Lead scoring: classification of leads regarding the probability to buy new or cross selling products • Target: optimal customer care according the interests, value and requirements • Lead Nurturing: enrich leads with basic interest to buy • Lead Routing: send qualified leads with willingness to buy to the appropriate sales department
  • 16. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 16wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Analysis • Measure the marketing contribution of the company success • Get the marketing return of investment for each campaign • Get information to improve the marketing • Marketing resource management (budget, calendar, assets, coordination) according to results • SEO on page optimization, monitor google ranking • Social Media Monitoring and Publishing, social media ROI
  • 17. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 17wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Real Time Advertising • Auction for advertising place • Bids according to customer profile and campaign
  • 18. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 18wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Process
  • 19. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 19wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Limitations of marketing automation • Definition of a marketing strategy and targets • Creation of customer profiles for the company • Definition of strategies and targets for the customer profiles • Content strategy and production • Definition of campaign targets • Identification of all customer data sources and channels
  • 20. Tools
  • 21. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 21wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Market share
  • 22. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 22wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Revenues
  • 23. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 23wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Customer satisfaction
  • 24. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 24wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Hubspot • Based in USA (data protection) • 30 day trial possible • Hubspot tracking code • Connections to social media (Twitter, Facebook, Google, Xing) • Costs from 160 to 2000 € per month • Tools to attract visitors and lead conversion • Landing pages, CMS, E-Mail Marketing, Analytics
  • 25. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 25wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Infusionsoft • Based in USA, costs 200 to 400 € per month • Only demo no trial after filling in a form • Focus on small companies • Organisation Tools: Contact, data, list, calendar, listmanagement, lead scoring, email integration, mobile • Automation: campaigns, email, landing pages, forms, monitoring, multimedia, reports • Sales Tools: lead distribution, sales automation • E-commerce: after sales automation, recommendation management, payment, promotion tools
  • 26. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 26wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Marketo • Based in Atlanta, residence in Dublin, save harbor • Costs 900 to 3000 € per month • Trial not directly free available to start • Focus on medium companies • Marketing Automation (forms, landing pages, email) • Consumer engagement marketing (cross channel) • Real time personalization (content engine, cms integration, predictive analysis) • Marketing management (finance, calendar)
  • 27. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 27wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools eloqua • Taken over in 2012 by Oracle • Server based in Canada → save harbor • For big companies • From 2000 to 4000 € • Lead Scoring, Nurturing, Routing, CRM Integration • Drip campaigns, customer lifecycle management • Website, campaign analysis, dashboards & reports • Social media monitoring & publishing
  • 28. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 28wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Raven • Based in Nashville • Costs 100 to 250 $ per month • 30 day trial directly available • Focus on smaller companies • Integration in TYPO3 with Google Analytics • Starts a web analysis immediately • Gives SEO hints • Connection to social media • A website is a campaign
  • 29. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 29wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Conclusion • Just playing around with the tools and testing is not enough • User onboarding design could be approved • You need to know what you want regarding marketing to get use out of the tools • Consultancy of the companies behind is necessary • The tools are closed source • Some of them are good marketeers (immediate call after setting up trial)
  • 30. Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 30wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com Marketing automation tools Links • t3n.de/magazin/tools-marketing-automation-237241/ • www.kirchner-robrecht.de/fileadmin/files/Downloads/ White_Paper/Kirchner_Robrecht_WP_Marketing_Auto mation.pdf • www.hubspot.com • www.infofusion.com • de.marketo.com • raventools.com