How Marketing Automation Puts Marketers in the Driver's Seat
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This document discusses marketing automation and how it can help put marketers back in control. Marketing automation uses technology to easily segment leads and personalize communications based on buyer personas and customer lifetime value. It is built on segmentation, workflow, and analytics foundations. Some key benefits of marketing automation include enabling segmentation by buyer personas, automating complex marketing workflows, integrating digital platforms, tailoring efforts to customer lifetime value, and being easy for marketers to use. The document provides an overview of leading marketing automation software vendors.
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How Marketing Automation Puts Marketers in the Driver's Seat
- 1. Putting the Marketer in the Driver’s Seat Lim Kok Ching Optimal eMarketing
- 2. Marketers like things simple
- 3. 800-555-1234 Annoying Salesperson Have marketers lost control?
- 4. What can put us back into the driver’s seat?
- 5. What is marketing automation? Marketing automation is any technology that helps companies easily segment leads and scale personalised communications according to buyer personas and customer lifetime value.
- 6. Simple and executable P.S. No Need to call IT!
- 7. But Marketing Automation is more than just email automation
- 8. Power to Integrate Current and Future Digital Platforms
- 10. Marketing Automation is built on 3 foundations: 1. Segmentation 2. Workflow 3. Analytics
- 11. Segmentation by Persona •Not an actual person •Composite of different attributes of your target segment Everything in Inbound starts with persona
- 12. Segmentation by lifecycle stage Stranger Visitors Leads Customers Convert strangers to leads and leads to customers
- 13. Workflow is driven by your Personas and Lifecycle Strategy.
- 14. Marketers hate to write reports Marketing Automation Analytics make everything possible in one screen
- 15. SEO Marketing That Marketers Love SEO Social Email Email Blog Analytics CtA Landing pages Social Blog Marketing That People Love Analytics CtA Landing pages Contacts
- 16. Which Marketing Automation Platforms are on the market?
- 17. 51 Marketing Automation Vendors (at last count) Sources: ChiefMartec.Com, 7 January 2014 It’s a field that marketers should watch!
- 18. Who Are The Leaders?
- 19. Rankings: 1. HubSpot 2. Salesforce 3. Marketo 4. SAS 5. Eloqua 6. IBM 7. Act-On 8. InfusionSoft 9. LoopFuse 10.Silverpop Sources: Venture Beat 2014
- 20. Small Companies Starts from US$3,000/year Mid-sized Companies Starts from US$9,000/year Large Companies Starts from US$24,000/year
- 21. Marketers in Control 1. Enables segmentation by Buyer Personas 2. Automate the marketing workflow for complex, evolving digital eco-system 3. Ability to integrate existing and future digital marketing platforms 4. Tailored to Customer Lifetime Value 5. Easy enough for marketers to use
- 22. Competitive Advantage! Sources: Position2 2014
- 23. THE END
Editor's Notes
- Once upon a time. In the old days, marketing was simpler. Why marketers like things simple. Old saying – advertising works half the time. But you don’t know which half. Does this machine look simple to you? Is this the reflection of our current state of affairs?
- With the advent of facebook, pinterest, mobile, wechat, snapchat, LINE, whatsapp, iOSX Yosemite, apple, 3G, LTE, IoT, are we losing control on how we communicate with our audiences and customers? The answer is a resounding YES.
- What is marketing automation? Why do we need that? What does it do?
- Add graphics of numerous logos
- Inbound marketing is a theory. Complex and difficult to implement. MA is the enabler.
- Source: Optimise your marketing automation – page 3 Composite of different attributes of your target segment. Not an actual person.
- Examples
- Source: Chief Marketing Tech.com It’s a field that marketers should watch.
- Source: Venture Beat News Based on Venture Beat Marketing Automation Index 2014 that surveyed 1000+ respondents on 24 evaluation criteria.
- Marketing Automation is a great equalizer