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How Scary is the Future of Marketing?


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First presented at #InboundTO MeetUp on May 16, 2013.

Marketing automation can be used by organizations to transform marketing into a science. Email is the main communication channel for marketing automation but there is much more. It’s like email marketing on steroids.

When you graduate from email marketing, you start using marketing automation. Many small businesses say they send a monthly email and can tell who clicked on what. That might be good enough lead nurturing for a mom and pop shop, but for a medium size and up company a little more insight is required.

What is the point of marketing automation?
1. Lead Generation
2. Track Marketing Revenue
3. Automation of Tasks
4. All-in-one Marketing System
5. Integration with Customer Relationship Management (CRM) systems

Marketing Automation is a middle of the funnel activity. If inbound marketing such as SEO brings traffic to your website, marketing automation is what happens next.

Because a lot of the purchasing decision is made before your clients even establish first contact, therefore you need to make sure they are exposed to the relevant information.

Main Marketing Automation Features:
1. Lead Scoring
2. IP Matching
3. B2B Data Acquisition
4. Progressive Profiling
5. Interaction History
6. Works Flows - IFTTT

Lots of tools are available to choose from! Software like Eloqua, Silverpop, eMarketeer and Infusionsoft started more than 10 years ago, but more recently Marketo, Pardot, HubSpot and Act-On appeared on the market.

In order to use these systems to their full potential you need marketing strategy knowledge, web/graphic design skills and database fundamentals at least. Having all these becomes a real problem for agencies and marketing departments.

Published in: Business, Technology

How Scary is the Future of Marketing?

  1. 1. How Scary Is The Future OfMarketing?Dan Radu
  2. 2. What is Marketing Automation?The Agency of the FutureThe Road to Modern MarketingThe Coming Era of ‘On-Demand’ MarketingEloqua,OracleMcKinsey& CompanyMarketo
  3. 3. MarketingAutomationEmailMarketing
  4. 4. Source: Marketo
  5. 5. When You Graduate from Email Marketing,You Use Marketing AutomationMarketing AutomationEmail Marketing
  6. 6. What is the Point of This?1. Lead Generation2. Track Marketing Revenue3. Automation of Tasks4. All-in-one Marketing System5. Integration with CRM
  7. 7. Lots of Tools to Choose From
  8. 8. Email - Click Activity Head Grid (Marketo)Website Visitors IP Look-Up (Act-On Software)Visitors: 3 Known Prospects + 151 Anonymous Visitors from 19 CompaniesDrip Campaign Logic (Pardot)Influence Analyzer (Marketo)
  9. 9. How it Works? – The Scary Part?1. Lead Scoring2. IP Matching3. B2B Data Acquisition4. Progressive Profiling5. Interaction History6. Works Flows - IFTTT
  10. 10. Marketing Automation Example•
  11. 11. How Scary Is The Future OfMarketing?Dan Radu647 760 8629Marketing Automation