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The Human Side of Marketing Automation

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It’s predicted that, by 2020, 85% of customers will manage their relationships without talking to a person*. But that doesn't mean marketing automation has to be robotic.

Marketing automation is just a very cold term for the very warm notion of making marketing more people friendly. New tools and techniques have evolved to meet consumer demand for a more personalized journey through the buying process, which in turn can increase revenues and shorten sales cycles.

This interactive session will explore the human side of marketing automation and help you properly deploy this technology—whether you're already using it, evaluating platforms or just getting started.

Published in: Marketing
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The Human Side of Marketing Automation

  1. 1. The Human Side of Marketing Automation Presented by Dan Stasiewski @danstasiewski
  2. 2. The Human Side of Marketing Automation ● About ● Marketing Automation Then ● Marketing Automation Now ● How To Get Started
  3. 3. 10 Years Ago
  4. 4. Connected Marketing Operations with CRM Software
  5. 5. List + Drip Email = Automation
  6. 6. Old Paradigm
  7. 7. “The very last thing 99% of companies out there should be doing is automating their approach to marketing.” - Brian Halligan, CEO of HubSpot
  8. 8. New Paradigm
  9. 9. How Do You Achieve That?
  10. 10. It Doesn’t Matter Which Service
  11. 11. It Doesn’t Matter Which CRM
  12. 12. The Tools
  13. 13. Website Social Content Blog Email Advertising Automation
  14. 14. Website Content Social Blog Email Advertising Automation
  15. 15. The Great Convergence
  16. 16. + +
  17. 17. + +
  18. 18. + +
  19. 19. + m
  20. 20. + $42M
  21. 21. Why?
  22. 22. “Now, nearly any marketing, commerce or customer service professional from any business will have the ability to deliver the kinds of personalized customer experiences that make a measurable impact on the brand experience and the bottom line.” - Craig Hayman, GM, Industry Cloud Solutions, IBM
  23. 23. “By augmenting our industry-leading marketing automation with Insightera’s real-time personalization capabilities, we are delivering on our vision to unify disparate channels and create timely, individualized relationships.” - Phil Fernandez, President and CEO of Marketo
  24. 24. “The Holy Grail for customer personalization is rooted in a deep, meaningful understanding of our audiences and communities.” -Kevin Akeroyd, General Manager of the Oracle Marketing Cloud
  25. 25. “To create a truly remarkable business by definition your approach to interacting with prospects, customers and leads should be personalized and lovable, not automated.” - Brian Halligan, CEO of HubSpot
  26. 26. 74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests. (Janrain.com) Calls-to-action targeted to the user had a 42% higher view-to-submission rate (HubSpot)
  27. 27. Relevance Matters
  28. 28. Relevance Matters
  29. 29. The Human Side of Marketing Automation 1. Define Buyer Personas 2. Target Personas with Personalized Content 3. Score Based on Who They Are and What they Do
  30. 30. The Human Side of Marketing Automation 1. Define Buyer Personas 2. Target Personas with Personalized Content 3. Score Based on Who They Are and What they Do
  31. 31. The Human Side of Marketing Automation 1. Define Buyer Personas 2. Target Personas with Personalized Content 3. Score Based on Who They Are and What they Do
  32. 32. Personas
  33. 33. Buyer Personas 1. Who They Are 2. Where Do They Look for Info 3. What Their Main Concerns 4. What Solutions Can You Provide
  34. 34. Exercise #1 - Define Buyers ● List 3 Targeted Buyer Groups ● Identify Common Traits for Each Group ● Determine an Educational Offer Idea for Each Group
  35. 35. Lead Scoring
  36. 36. Lead Scoring 1. Engagement 2. Behavior 3. Persona
  37. 37. Lead Scoring 1. Engagement 2. Behavior 3. Persona
  38. 38. Lead Scoring 1. Engagement 2. Behavior 3. Persona
  39. 39. Exercise #2 - Scoring Leads ● Define Engagement Scores ● Define Behaviors Scores ● Define Persona Scores
  40. 40. Questions? kunocreative.com/dan dans@kunocreative.com

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