Marketing automation and its benefits explained - how to increase customer engagement through marketing automation and good content.

1. HOW TO INCREASE
CUSTOMER ENGAGEMENT
THROUGH MARKETING
AUTOMATION?
Oct 6, 2015
Mikko Hämäläinen

2. HELLO
§ Mikko Hämäläinen
§ Consultant at Exove Oy
§ Colleague to 70 service designers and web developers in
Finland, Estonia, and the UK
§ Twitter @mthamala
§ mikko@exove.com, +358 40 774 8138

3. FEW TRENDS
§ Increasing complexity of the purchase decision
§ New marketing channels & tactics
§ Analytics and big data
§ Up to 70% of emails opened in mobile
§ Marketing automation adopted in 60% of large companies
§ Triggered emails can drive conversion up to 50%

4. WHAT IS MARKETING
AUTOMATION?
§ Generate leads from web site visitors
§ Nurture & convert through automated
campaigns
§ Measure, learn, and optimize
Send relevant email
campaigns based on
customer’s interests !
and behaviour!
Track & segment
individuals on email
and your web site!
Marketing
Automation
Lean and
optimize
CRM
Sync

5. GOALS
§ Long-term engagement vs. quick conversion
§ Advocacy
§ Reduced churn, increased retention and up selling
§ Lead and sales management
§ Better digital business

6. 1
Engaging"
web site
2
Relevant"
campaigns
3
Measure and
optimize
THREE STEPS

7. OPTIMIZE YOUR WEBSITE
FOR LEAD GENERATION
AND ENGAGEMENT
§ Concept and UX
§ Relevant content & "
services
§ Mobile-enabled
§ Contextual
§ Personalized
§ Metrics & segmentation
§ “Honeypots”
§ Easy sign up
§ Progressive profiling

8. BIGGEST TURNOFFS
WITH MOBILE EMAIL
§ Receiving too many (44%)
§ Not relevant (37%)
§ Too small to read and interact
with (32%)
§ Website and landing pages not
mobile optimized (26%)
§ Not well formatted for mobile
phones (21%)
Relevancy&!
frequency!
Layout&!
mobile!
LiveClicker and The Relevancy Group “Exploring the Benefits
Real-Time Email – Driving Marketing Effectiveness” (2015)

9. INCREASE ENGAGEMENT
THROUGH RELEVANT
CAMPAIGNS
§ Segmentation
§ Nurturing & triggered emails
§ Right content, right time – relevancy
§ Personalization
§ Responsive email – mobile, tablet & desktop

10. KEY PROCESSES
§ Content production
§ Campaign planning and execution
§ Lead and sales management
§ Data quality & CRM
§ Measure & optimize

11. CONCLUSIONS
1. With marketing automation you can increase
customer engagement and make better business
2. Relevancy, the entire digital experience, and mobility
are the keys to increased engagement
3. Easy & powerful tool, and a multi-skilled partner are
needed to get things going

12. READ MORE
§ Contact Exove to find out how marketing automation could help you:"
http://www.exove.com/services/marketing-automation
§ Read more about eZ Marketing Automation features:"
http://ez.no/Products/Digital-Marketing/Marketing-Automation
§ eZ Marketing Automation, based on Net-Results, is a high-performer in
G2 Crowd peer recommendation site (rated 4.6 / 5 stars):"
https://www.g2crowd.com/products/net-results/reviews

13. We help you grow your digital business