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Molly Koernke, Director of Product Marketing, Upland Software
@MollyKoernke
The Truth About Marketing
Automation: It’s Not...
2
Sponsors
Diamond
In Kind
Gold
Platinum
Agenda
• What’s Marketing
Automation?
• The Modern
Marketer
• Why Marketing
Automation?
• Automation, Not
Automated
• Drip...
The Biggest Lie
@mollykoernke
“The first rule of any technology used in a
business is that automation applied to an
efficient operation will magnify the...
What is Marketing Automation?
Email
Marketing
Campaign
Management
Social
Marketing
Lead
Management
@mollykoernke
Modern Marketer
Source: SiriusDecisions “B-to-B
Marketing Automation Study” (2014)
Adoption is Growing Rapidly
11X growth in
Marketing Aut...
Automation,
Not
Automated: 3
Key Insights
“Marketing automation needs constant care and awareness
for it to work effectively. Too many companies skimp on these
deta...
People Don’t Buy From Robots
@mollykoernke
1
Robot
Examples
Email #FAIL
@mollykoernke
No
option
to opt-
out
Confusing
Information
Email #FAIL
Personalization #FAIL
Behavior-based #FAIL
Be Helpful, Not Invasive
Social Media Automation #FAIL
Humanized
Examples
Rue La La
Behavior
-based
Humor &
honest
personality
CEO
Contact
Info
@mollykoernke
Netflix
Data Without Insights Is Well … Just
Data
Data Insights
@mollykoernke
2
22 Confidential 6/30/2015
It’s hard to stand out in the digital world.
You’ve Got to Get Your
Experimentation On!
@mollykoernke
3
Marketing
Automation
Example
Drip Campaign:
Named after drip irrigation
which saves resources by
allowing water and
fertilizer to drip slowly to
the ro...
Simple Drip
Campaign
• List of ~3,000
inactive leads
• 6 Emails
• 9 Days Between
Drop Dates
• Gauge interest
& engagement
...
Email #1
Emailed directly from
one of our sales reps
Clear Call To Action
Fun, NYE theme to
coincide with send date
of Jan...
If you’re not a
passionate,
obsessed person,
you’re not going
to win.
- Tim Armstrong
Molly Koernke, Director of Product Marketing, Upland Software
@MollyKoernke
mkoernke@uplandsoftware.com
The Truth About Ma...
Backup
79% of top-performing
companies have been
using marketing
automation for more than
2 years.
-Gleanster, Q3 2013 Marketing ...
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The Truth About Marketing Automation: It's Not Automatic

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Marketing automation isn't completely automated. You need to put some effort when using it—or you'll end up with poorly crafted campaigns.

Read more: http://www.marketingprofs.com/opinions/#ixzz3eZlhPwen

Published in: Marketing
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The Truth About Marketing Automation: It's Not Automatic

  1. 1. Molly Koernke, Director of Product Marketing, Upland Software @MollyKoernke The Truth About Marketing Automation: It’s Not Automatic!
  2. 2. 2 Sponsors Diamond In Kind Gold Platinum
  3. 3. Agenda • What’s Marketing Automation? • The Modern Marketer • Why Marketing Automation? • Automation, Not Automated • Drip Campaign Example @mollykoernke
  4. 4. The Biggest Lie @mollykoernke
  5. 5. “The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.”
  6. 6. What is Marketing Automation? Email Marketing Campaign Management Social Marketing Lead Management @mollykoernke
  7. 7. Modern Marketer
  8. 8. Source: SiriusDecisions “B-to-B Marketing Automation Study” (2014) Adoption is Growing Rapidly 11X growth in Marketing Automation adoption from 2011- 2014 @mollykoernke
  9. 9. Automation, Not Automated: 3 Key Insights
  10. 10. “Marketing automation needs constant care and awareness for it to work effectively. Too many companies skimp on these details and think they can let their automation do all the work—not exactly the best way of accomplishing your goals. It’s not meant as something you can set and forget.” - HubSpot
  11. 11. People Don’t Buy From Robots @mollykoernke 1
  12. 12. Robot Examples
  13. 13. Email #FAIL @mollykoernke No option to opt- out Confusing Information
  14. 14. Email #FAIL
  15. 15. Personalization #FAIL
  16. 16. Behavior-based #FAIL Be Helpful, Not Invasive
  17. 17. Social Media Automation #FAIL
  18. 18. Humanized Examples
  19. 19. Rue La La Behavior -based Humor & honest personality CEO Contact Info @mollykoernke
  20. 20. Netflix
  21. 21. Data Without Insights Is Well … Just Data Data Insights @mollykoernke 2
  22. 22. 22 Confidential 6/30/2015 It’s hard to stand out in the digital world.
  23. 23. You’ve Got to Get Your Experimentation On! @mollykoernke 3
  24. 24. Marketing Automation Example
  25. 25. Drip Campaign: Named after drip irrigation which saves resources by allowing water and fertilizer to drip slowly to the roots of plants through a network of valves, pipes, tubing and emitters.
  26. 26. Simple Drip Campaign • List of ~3,000 inactive leads • 6 Emails • 9 Days Between Drop Dates • Gauge interest & engagement Email 1 9 Days Later Email 2 Email 3 9 Days Later Email 4 9 Days Later 9 Days Later Email 5 9 Days Later Email 6
  27. 27. Email #1 Emailed directly from one of our sales reps Clear Call To Action Fun, NYE theme to coincide with send date of Jan 12 Sent educational piece of content to establish sales rep and the company as a trusted and reputable resource Results: 21% Open Rate 1.2% CTR .9% Unsubscribe Rate 2 prospects seeking additional information from Sue Key Learnings: Strong subject line based on above average open rate Worked to send email from Sue’s email address vs. generic marketing email Lower than average CTR; tried different template on 2nd email + added text on image to drive clicks Subject: You’re only one click away …
  28. 28. If you’re not a passionate, obsessed person, you’re not going to win. - Tim Armstrong
  29. 29. Molly Koernke, Director of Product Marketing, Upland Software @MollyKoernke mkoernke@uplandsoftware.com The Truth About Marketing Automation: It’s Not Automatic!
  30. 30. Backup
  31. 31. 79% of top-performing companies have been using marketing automation for more than 2 years. -Gleanster, Q3 2013 Marketing Automation Benchmark, Aug 2013 B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%. -Forrester Research, The Forrester Wave: Lead-To-Revenue Management Platform Vendors, Q1 2014, Jan 2014 78% of successful marketers cite marketing automation systems as most responsible for improving revenue contribution. -The Lenskold and Pedowitz Groups, 2013 Lead-Generation Marketing Effectiveness Study, Nov 2013 Companies using marketing automation see 53% higher conversion rates (initial response-to-MQL) than non- users, and an annualized revenue growth rate 3.1% higher than non-users. -Aberdeen Group, Marketing Lead Management Report, Jul 2012 WHY MARKETING AUTOMATION? @mollykoernke

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