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The Full Potential of Marketing Automation


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Presentation made by Diogo Rebelo at the DRI Marketing Automation event ( on October 30th 2014.

In this presentation, Diogo goes over the concept of Marketing Automation. Much more than a set of tools or a series of emails, Marketing Automation is a strategy that encompasses all the touchpoints between a company and a customer, throughout the whole customer lifecycle.

Published in: Marketing

The Full Potential of Marketing Automation

  1. 1. The Full Potential of Marketing Automation #DRI2014MA
  2. 2. Marketing Automation is not E-mail Marketing!
  3. 3. It’s a lot more. Email Marketing is the most elementary set of Marketing Automation features
  4. 4. Marketing Automation… a subset of customer relationship management (CRM) that focuses on the definition, scheduling, segmentation and tracking of marketing campaigns. The use of Marketing Automation makes processes that would otherwise have been performed manually much more efficient and makes new processes possible. Marketing Automation Times
  5. 5. Marketing Automation… is the use of software and Web-based services to execute, manage and automate marketing tasks and processes. It replaces manual and repetitive marketing processes with purpose-built software and applications geared toward performance. Techopedia
  6. 6. Marketing Automation… is the use of software to automate marketing processes such as customer segmentation, customer data integration, and campaign management. The use of marketing automation makes processes that would have otherwise been performed manually much more efficient, and makes new processes possible. Marketing Automation is an integral component of customer relationship management. Search CRM
  7. 7. Four Key Areas 1. Demand Generation / Attract and Engage 2. Conversion 3. Closing 4. Delight and Satisfaction / Retention
  8. 8. Demand Generation In the digital world, this means qualified traffic acquisition. Quality, not Quantity. • Content Marketing / Inbound Marketing; • Search Engine Optimization; • On-line Advertisement; • Content Personalization / Give visitors what they want; • Social Media Monitoring.
  9. 9. Conversion The ability to convert traffic into customers. • Call to Action / Forms, Campaigns, Purchase buttons; • Landing Pages / Specific offers for specific campaigns; • Social Login / Get to know your customer.
  10. 10. Closing Once you have a lead, the goal is to convert it into a Customer. If you know this person, it’s easier. • Lead Scoring; • Email Marketing.
  11. 11. Delight and Satisfaction Satisfaction is a measure of how products and services supplied by a company meet or surpass customer expectations. • Customer Surveys.
  12. 12. Delight and Satisfaction NPS: How likely are to recommend our company/ product/service to your friends and colleagues? Measures loyalty, not satisfaction. Satisfaction has to measured across touchpoints, throughout the customer decision making cycle.
  13. 13. Some more data points
  14. 14. Some more data points
  15. 15. Some more data points
  16. 16. The Benefits of Marketing Automation Companies that use it have… • 107% better lead conversion rate • 40% greater average deal size • 20% higher team attainment of quota • 17% better forecast accuracy Source: Aberdeen Group, “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deployment for long-term ROI”, June 2010
  17. 17. How to get there • To succeed, you need a healthy mix of strategy and tactics; • The strategy has to be cross-channel, which is why CRM is so important; • You need to have an alignment in touchpoints specific to each decision lifecycle stage;
  18. 18. Small steps, big vision, the right tools… Which is what’s coming next!
  19. 19. Thank You