What is marketing automation

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Uncover the basics of marketing automation

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  • Definition of campaign management
  • What is marketing automation

    1. 1. The Basics of Marketing Automation<br />by hiSoft (formerly Echo Lane) and Eloqua<br />
    2. 2. Webinar Series<br /><ul><li>Webinar 1 – What is Marketing Automation?
    3. 3. Webinar 2 – Digital Body Language in Action (sneak preview later)
    4. 4. Webinar 3 – Behind the scenes: Life of a marketing manager</li></li></ul><li>Meet our Speaker<br />Barbara Angius Saxby<br />Founder & Managing Director,<br />Accelent Consulting<br /><ul><li>Senior executive with nearly 25 years experience in strategic marketing, management and international business development
    5. 5. Focus on process alignment and automation, executive management, marketing and sales operations
    6. 6. Domain expertise in CRM, BI, ERP, EMM and SCM including SaaS applications and a range of infrastructure technologies
    7. 7. Trusted partner of both Eloqua and Echo Lane hiSoft</li></li></ul><li>What is Marketing Automation?The Top 10 Things You Should know…<br />
    8. 8. Marketing Automation – The Basics<br />What is Marketing Automation?<br />Who Should Care?<br />What are the Key Functions?<br />What is Campaign Management?<br />What is Lead Management?<br />How Does it Improve Operations?<br />What are the Business Benefits?<br />Why Be “In The Cloud”?<br />What is the Impact on IT?<br />What are Best Practices?<br />
    9. 9. The Universal Problem<br />
    10. 10. 1. What is Marketing Automation?<br />ServicePartners<br />Technology<br />Metrics<br />Service-LevelAgreements<br />Lead FlowProcess<br />Handoffs<br />LeadTaxonomy<br />CampaignExecution<br />TargetMarketing<br />Adaptable, situational application principles and technology coupled with next-generation best practices that better facilitate and support buying and sales cycles from cold to close<br />Systematic<br />Repeatable<br />Predictable<br />Source: SiriusDecisions<br />Requires Sales and Marketing Collaboration<br />7<br />
    11. 11. 2. Who Should Care?<br />Company: ACME<br />CEO<br />Marketing<br />Sales<br />Finance<br />IT<br />Chief Financial Officer<br />Chief Information <br />Officer<br />Chief Marketing Officer<br />Vice President Sales<br /><ul><li>Controller
    12. 12. Business Analyst
    13. 13. VP Business Applications
    14. 14. System Architect
    15. 15. Integration Specialist
    16. 16. Marketing Operations
    17. 17. Programs
    18. 18. Field Marketing
    19. 19. Demand Generation
    20. 20. Sales Operations
    21. 21. Direct Sales
    22. 22. Channel Sales
    23. 23. Inside Sales</li></li></ul><li>What are the Key Functions?<br />Analyze Business and Customers<br />Target Customer Segments<br />Plan and Budget<br />View Program Spend and Performance<br />Plan and Execute Campaigns and Events<br />Track Results from Offer to-Order<br />
    24. 24. 4. What is Campaign Management?<br />Executing & automating a program<br />Targeting specific prospects<br />Repetitive touch –mindshare<br />Brand building and lead nurturing<br />Capturing behavior and preferences<br />
    25. 25. Automating Campaign Management<br />
    26. 26. To view the full webinarplease click here<br />
    27. 27. Thank you!<br />For more information on hiSoft (Echo Lane) Services contact:<br />Maricor Resente<br />mresente@echo-lane.com<br />415-655-8413<br />For more information on Eloqua’s services:<br />Jill Rowley<br />Jill.rowley@eloqua.com<br />(925) 899-2311  <br />

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