Keys to Marketing Automation Success and Where to Start

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Keys to Marketing Automation Success and Where to Start

  1. 1. Keys To Marketing Automation Success and Where to Start Kristin Hambelton 02/10/2011
  2. 2. <ul><li>About Neolane </li></ul><ul><li>Conversational marketing technology to build and sustain one-to-one lifetime dialogues across both inbound and outbound channels </li></ul>
  3. 3. <ul><li>Siloed Communications - Before Automation </li></ul>Call Center Direct Mail Email Social Media Mobile Events Web Site I know a lot about Jake *but* I don’t have a complete picture of him
  4. 4. <ul><li>True Conversations – After Automation </li></ul>Call Center Direct Mail Email Social Media Mobile Events Web Site I know a lot about Jake *but* I don’t have a complete picture of him
  5. 5. <ul><li>A 360° Marketing View of Your Prospects/Customers </li></ul>360° Marketing View with a Unified Database is Key The Brand is the capital that gives value to the company and its products Prospect/ Customer
  6. 6. <ul><li>Basic Elements for Marketing Automation </li></ul>
  7. 7. <ul><li>Marketing Automation – The Marketer’s View </li></ul>
  8. 8. <ul><li>Marketing Automation – The Sales View </li></ul>Sales can see why the lead was passed to the CRM system.
  9. 9. <ul><li>Marketing Automation – The Sales View </li></ul>Marketing History link from within the CRM lead record shows them all the marketing history in one place.
  10. 10. <ul><li>Marketing Automation – The Sales View </li></ul>Sales can tailor their sales message in response to real-time marketing activity.
  11. 11. <ul><li>Measurement of Leads and Revenue </li></ul>
  12. 12. <ul><li>Measurement of Leads, Costs, Revenue, and Time </li></ul>
  13. 13. <ul><li>Key Takeaways </li></ul><ul><li>Automate conversations across inbound and outbound channels </li></ul><ul><li>Map to your marketing and sales processes </li></ul><ul><li>Start with a good data foundation </li></ul><ul><li>Essential elements of your solution: Plan, automate, track, measure, and report </li></ul><ul><li>The Bottom line …. is the bottom line! </li></ul>
  14. 14. <ul><li>Thank You! </li></ul>Tel: 617- 467- 6769 Email: kristin.hambelton @neolane.com Web: www.neolane.com @KMHambelton @Neolane Blog.neolane.com

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