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16  April  2015	
If  We  Were  You  –  Filter  
event	
MARKETING
AUTOMATION –
WHY, WHAT,
HOW
Jonas  Verhaeghe	
	
Marketing  Technologist  at  
HappiFish	
	
Email:  Jonas@happifish.be	
	
TwiFer:  @JonasVerhaegh	
	
	
I...
“Strategic  Marketing  Technologist”	
MARKETING
TECHNOLOGIST
SKILL SET
By Scott Brinker
www.happifish.be
Strategic Content Marketing
Employee Activation
Digital Marketing Excellence &
Marketing Automation
Train...
www.happifish.be
	
We  help  companies  to  create  marketing  that  
people  actually  want.	
	
Because  we  believe  mar...
•  Digitalized  world	
•  Marketing  technology	
•  What  is  Marketing  Automation?	
•  Why  Marketing  Automation?	
•  H...
HOW DO YOU MARKET IN A
DIGITALIZED WORLD?
•  Omni-­‐‑Channel	
•  Omni-­‐‑Device	
•  24/7  Online	
•  Real  Time	
•  Instant  Gratification	
•  Struggle  for  AFentio...
BUYERS WAIT UNTIL THEY
HAVE COMPLETED 60-80% OF
THEIR RESEARCH BEFORE
REACHING OUT TO VENDORS
SiriusDecisions
BY 2020 CUSTOMERS WILL
MANAGE 85% OF THEIR
RELATIONSHIP WITH A
BUSINESS WITHOUT TALKING
TO A HUMAN BEING. Gartner
CHALLENGES
Source:  Mesh  Agency
OMNI-CHANNEL 360° VIEW
TECHNOLOGY IS THE BACKBONE OF MODERN MARKETING
Platforms and technologies that streamline, automate and measure marketing
...
MARTECH
>2000	
 200%	
 1876	
 43
AT THE END OF THE DAY,
MARKETERS DON’T WANT
TECHNOLOGY FOR ITS OWN
SAKE - THEY NEED THE
TECHNOLOGY TO DRIVE
OUTCOMES.
WHAT IS MARKETING
AUTOMATION?
• Tool(s)	
• Marketers  cockpit	
• Focus  on  lead  acquisition  and  demand  generation	
• Automate  marketing  processes...
16 April 2015
MARKETING AUTOMATION = TOOLBOX
The  rise  of  
marketing  
automation
BACKBONE PLATFORMS
PROMISES
•  More  leads  –  higher  revenues	
•  Do  more  with  the  same  resources  -­‐‑  automation	
•  Align  sales  and  mark...
BEFORE YOU START…
Source:  VB  Insight’s  State  of  
Marketing  Technology  Report	
AVERAGE USE
OF
CAPABILITIES
CHALLENGES TO
IMPLEMENTING
MARKETING
AUTOMATION
SELECTING THE RIGHT
MARKETING AUTOMATION
SYSTEM / PLATFORM
•  Different  systems  /  platforms	
•  Not  a  one-­‐‑solution-­‐‑fits-­‐‑all	
•  Depends  on  your  business  processes	
	...
Trustradius:  2014  Buyer'ʹs  Guide  to  
Marketing  Automation	
COMPANY SIZE
Small Business <50
employees
Trustradius:  2014  Buyer'ʹs  Guide  to  
Marketing  Automation	
COMPANY SIZE
Mid-size 51-500
Employees
Trustradius:  2014  Buyer'ʹs  Guide  to  
Marketing  Automation	
COMPANY SIZE
Enterprise >500
employees
•  Illustrate  benefits	
•  Focus  on  specific  marketing  challenges	
•  Demonstrate  potential  return	
•  Estimate  what...
FROM BUSINESS
OBJECTIVES TO
REQUIREMENTS
8  sections:	
	
•  Integration	
•  Functionalities	
•  Interface	
•  Reporting/dashboards	
•  User-­‐‑friendliness	
•  Cus...
PRICING
Pepper  Global  “Marketing  
Automation  Trends  Report  2014”	
PURCHASING
MARKETING
AUTOMATION
REASONS
Automation  Vendor	
 Acquired  /  Merged	
Adobe	
 Behance  (2012)  /  Neolane  (2013)	
Hubspot	
 PrepWork  (2013)  /  Chim...
BENEFITS
MAIN BENEFITS – SURVEY 2014 (B2B)
3%	
4%	
8%	
9%	
10%	
30%	
36%	
0%	
 5%	
 10%	
 15%	
 20%	
 25%	
 30%	
 35%	
 40%	
Multic...
•  Don’t  focus  on  the  technology,  but  on  what  you  
want  to  achieve  =>  business  case	
•  Company  wide  visio...
www.happifish.be
Strategic Content Marketing
Employee Activation
Digital Marketing Excellence &
Marketing Automation
Train...
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Filter - Marketing Automation
Filter - Marketing Automation
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Filter - Marketing Automation

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Marketing automation: too expensive? too difficult? which system should you choose? who's job is it to manage it? why does it fail/succeed? This presentation offers an answer to all of these questions.

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Filter - Marketing Automation

  1. 1. 16  April  2015 If  We  Were  You  –  Filter   event MARKETING AUTOMATION – WHY, WHAT, HOW
  2. 2. Jonas  Verhaeghe Marketing  Technologist  at   HappiFish Email:  Jonas@happifish.be TwiFer:  @JonasVerhaegh INTRODUCTION
  3. 3. “Strategic  Marketing  Technologist” MARKETING TECHNOLOGIST SKILL SET By Scott Brinker
  4. 4. www.happifish.be Strategic Content Marketing Employee Activation Digital Marketing Excellence & Marketing Automation Training & Workshops
  5. 5. www.happifish.be We  help  companies  to  create  marketing  that   people  actually  want. Because  we  believe  marketing  should  be   relevant  to  customers.
  6. 6. •  Digitalized  world •  Marketing  technology •  What  is  Marketing  Automation? •  Why  Marketing  Automation? •  How  to  select  your  ideal  Marketing  Automation   Platform? •  Challenges •  Benefits OUTLINE
  7. 7. HOW DO YOU MARKET IN A DIGITALIZED WORLD?
  8. 8. •  Omni-­‐‑Channel •  Omni-­‐‑Device •  24/7  Online •  Real  Time •  Instant  Gratification •  Struggle  for  AFention •  Globalization •  Individualization   EXTERNAL CHALLENGES
  9. 9. BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS SiriusDecisions
  10. 10. BY 2020 CUSTOMERS WILL MANAGE 85% OF THEIR RELATIONSHIP WITH A BUSINESS WITHOUT TALKING TO A HUMAN BEING. Gartner
  11. 11. CHALLENGES
  12. 12. Source:  Mesh  Agency
  13. 13. OMNI-CHANNEL 360° VIEW
  14. 14. TECHNOLOGY IS THE BACKBONE OF MODERN MARKETING Platforms and technologies that streamline, automate and measure marketing tasks and workflows
  15. 15. MARTECH >2000 200% 1876 43
  16. 16. AT THE END OF THE DAY, MARKETERS DON’T WANT TECHNOLOGY FOR ITS OWN SAKE - THEY NEED THE TECHNOLOGY TO DRIVE OUTCOMES.
  17. 17. WHAT IS MARKETING AUTOMATION?
  18. 18. • Tool(s) • Marketers  cockpit • Focus  on  lead  acquisition  and  demand  generation • Automate  marketing  processes: • Strategic  planning  and  campaign  design • Customer  segmentation • Lead  generation  and  management • Nurture  campaigns • Prospect  scoring • Analytics • … WHAT IS MARKETING AUTOMATION?
  19. 19. 16 April 2015 MARKETING AUTOMATION = TOOLBOX The  rise  of   marketing   automation
  20. 20. BACKBONE PLATFORMS
  21. 21. PROMISES
  22. 22. •  More  leads  –  higher  revenues •  Do  more  with  the  same  resources  -­‐‑  automation •  Align  sales  and  marketing  –  enable  sales   performance •  High  ROI PROMISES
  23. 23. BEFORE YOU START…
  24. 24. Source:  VB  Insight’s  State  of   Marketing  Technology  Report AVERAGE USE OF CAPABILITIES
  25. 25. CHALLENGES TO IMPLEMENTING MARKETING AUTOMATION
  26. 26. SELECTING THE RIGHT MARKETING AUTOMATION SYSTEM / PLATFORM
  27. 27. •  Different  systems  /  platforms •  Not  a  one-­‐‑solution-­‐‑fits-­‐‑all •  Depends  on  your  business  processes •  Requirements •  Functionalities B2B VS B2C Which one is the best for your business?
  28. 28. Trustradius:  2014  Buyer'ʹs  Guide  to   Marketing  Automation COMPANY SIZE Small Business <50 employees
  29. 29. Trustradius:  2014  Buyer'ʹs  Guide  to   Marketing  Automation COMPANY SIZE Mid-size 51-500 Employees
  30. 30. Trustradius:  2014  Buyer'ʹs  Guide  to   Marketing  Automation COMPANY SIZE Enterprise >500 employees
  31. 31. •  Illustrate  benefits •  Focus  on  specific  marketing  challenges •  Demonstrate  potential  return •  Estimate  what  it  takes  to  get  started  (time  and   resources) *  If  possible  illustrate  with  use  cases Aligned with your marketing strategy BUSINESS CASE
  32. 32. FROM BUSINESS OBJECTIVES TO REQUIREMENTS
  33. 33. 8  sections: •  Integration •  Functionalities •  Interface •  Reporting/dashboards •  User-­‐‑friendliness •  Customer/Support  Services •  Technology •  Security REQUIREMENTS
  34. 34. PRICING
  35. 35. Pepper  Global  “Marketing   Automation  Trends  Report  2014” PURCHASING MARKETING AUTOMATION REASONS
  36. 36. Automation  Vendor Acquired  /  Merged Adobe Behance  (2012)  /  Neolane  (2013) Hubspot PrepWork  (2013)  /  Chime  (2013) Marketo Crowd  Factory  (2012)  /  Insightera  (2013) Oracle Eloqua  (2012)  /  Compendium  (2013)  /  Responsys   (2013)  /  Corente  (2014) Salesforce Clipboard  (2013)  /  ExactTarget  –  Pardot  (2013) IBM Silverpop  (2014) Microsoft  Dynamics MarketingPilot  (2012) SAP ? MARKETING AUTOMATION MARKET EVOLVES FAST (2012-2014) +/- 6 billion $ in marketing software acquisitions
  37. 37. BENEFITS
  38. 38. MAIN BENEFITS – SURVEY 2014 (B2B) 3% 4% 8% 9% 10% 30% 36% 0% 5% 10% 15% 20% 25% 30% 35% 40% Multichannel  Marketing Lead  Management Reduction  of  human  error  in  campaigns BeFer  Email  Marketing Improving  the  customer  experience BeFer  targeting  of  customers  and  prospects   Taking  repetitive  tasks  out  of  marketers  hands Source:  Redeye  and  TFM&A  Insights  “The  Marketing  Automation  Report  2014”  (2014)
  39. 39. •  Don’t  focus  on  the  technology,  but  on  what  you   want  to  achieve  =>  business  case •  Company  wide  vision  on  how  to  implement  and   integrate  marketing  automation •  Match  requirements  with  functionalities •  Make  sure  you  understand  the  pricing  model •  Think  about  the  future! TAKE AWAYS
  40. 40. www.happifish.be Strategic Content Marketing Employee Activation Digital Marketing Excellence & Marketing Automation Training & Workshops

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