Marketing automation tools

Marketing
Automation Tools
TYPO3 Camp München 2015

Gernot Schulmeister | gernot.schulmeister@wfp2.com 12.09.2015 Seite 2wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Gernot Schulmeister
… Lives in Mönchengladbach
… Developes websites with TYPO3 since Version 3.7
(2005)
… Works for wfp:2
… Has a migration background and comes from
Southeast-Europe (Austria)
… Likes operative CMS evaluations
Contact
• facebook.com/gernot.schulmeister
• twitter.com/mistakanista1

Introduction
Areas of Application
Tools
Schedule

The challenge
• Every customer website is part of the marketing
strategy
• Project management turns to product management
• Marketing activities in swim lanes
• Complex customer journeys include many channels

Definitions
• Enables automatized, personalized communication
with potential customers based on their profile of
interests
• The profile of interests is gathered by webtracking
and other touchpoints
• Target is to identify and preview customer requests
and requirements
• Communication is mainly done via online channels
(website, mail, mobile)

Inbound marketing
• No messages sent (outbound marketing)
• Strategies to be found by the customer
• Places product information and content where people
are searching
• Blogs, Podcasts, Web-Videos, E-Books, White papers
• Offline by publishing guest articles
• Cheaper than payed adds
• Instruments: content marketing, guided selling, PR,
Social Media Marketing, SEO, Conversion Optimization

Methods of inbound marketing
• Gain traffic with SEO friendly content
• Promote it in social networks and with PR
• Use seeding to multipliers as bloggers, journalists and
opinion leader for viral distribution
• Turn visitors in leads
• Turn leads into buyers
• Turn customers in recurring customers with higher
profits
• Optimize by continuous analysis

Developments in Marketing Channels
• New online marketing channels are established now
• Increased the reach but not the accuracy
• Different target groups are reached by different
channels
• The lead generation requires adaptions to these
developments
• Differentiated approach is necessary
• Complex data has to be collected and evaluated

Customer Developments
• Market transparency by mobile connected customers
• Consumers have a location independent information
source before they decide to buy
• Trend to individualized products and services
• Marketing campaigns have to address the individual
needs
• Have to enforce the customer confidence without
bother him

Statistics
• Until 2020, 85% of customer relations is done without
personal dialogs
• 57% of the purchase cycle is done before a personal
dialog takes place
• 50% of qualified leads are not ready to buy
• 80% of “not ready to buy” leads buy within 24 months
• Automated lead management increases turnover by
10%
• Marketing automation increases effectiveness of
sellers and reduces marketing costs

Collect customer data
• Unite customer data from different sources and
channels (social media)
• Track click, surf, baskets, times and brand preferences
• Track anonymous visitor behavior and add them to a
lead after login or registration
• Regard data protection (double opt in) and safe
harbor agreement
• Track customer behavior after campaigns
• Profiles of interests based on data collections are the
prerequisite for lead and campaign management

Campaigns
• Execute automated campaigns on basis of the
marketing strategy
• Multistage campaigns via various channels with target
group specific content
• Selection of the target group according to
demographic, behavior and reaction data
• Campaigns include mails, landing pages, personalized
content on the website, forms, A/B tests
• Customer reactions are tracked and campaigns
automatically stop if the aim has been reached

Lead management
• All actions to make a buyer out of a potential customer
• Lead scoring: classification of leads regarding the
probability to buy new or cross selling products
• Target: optimal customer care according the interests,
value and requirements
• Lead Nurturing: enrich leads with basic interest to buy
• Lead Routing: send qualified leads with willingness to
buy to the appropriate sales department

Analysis
• Measure the marketing contribution of the company
success
• Get the marketing return of investment for each
campaign
• Get information to improve the marketing
• Marketing resource management (budget, calendar,
assets, coordination) according to results
• SEO on page optimization, monitor google ranking
• Social Media Monitoring and Publishing, social media
ROI

Real Time Advertising
• Auction for advertising place
• Bids according to customer profile and campaign

Process

Limitations of marketing automation
• Definition of a marketing strategy and targets
• Creation of customer profiles for the company
• Definition of strategies and targets for the customer
profiles
• Content strategy and production
• Definition of campaign targets
• Identification of all customer data sources and channels

Market share

Revenues

Customer satisfaction

Hubspot
• Based in USA (data protection)
• 30 day trial possible
• Hubspot tracking code
• Connections to social media (Twitter, Facebook, Google,
Xing)
• Costs from 160 to 2000 € per month
• Tools to attract visitors and lead conversion
• Landing pages, CMS, E-Mail Marketing, Analytics

Infusionsoft
• Based in USA, costs 200 to 400 € per month
• Only demo no trial after filling in a form
• Focus on small companies
• Organisation Tools: Contact, data, list, calendar,
listmanagement, lead scoring, email integration, mobile
• Automation: campaigns, email, landing pages, forms,
monitoring, multimedia, reports
• Sales Tools: lead distribution, sales automation
• E-commerce: after sales automation, recommendation
management, payment, promotion tools

Marketo
• Based in Atlanta, residence in Dublin, save harbor
• Costs 900 to 3000 € per month
• Trial not directly free available to start
• Focus on medium companies
• Marketing Automation (forms, landing pages, email)
• Consumer engagement marketing (cross channel)
• Real time personalization (content engine, cms
integration, predictive analysis)
• Marketing management (finance, calendar)

eloqua
• Taken over in 2012 by Oracle
• Server based in Canada → save harbor
• For big companies
• From 2000 to 4000 €
• Lead Scoring, Nurturing, Routing, CRM Integration
• Drip campaigns, customer lifecycle management
• Website, campaign analysis, dashboards & reports
• Social media monitoring & publishing

Raven
• Based in Nashville
• Costs 100 to 250 $ per month
• 30 day trial directly available
• Focus on smaller companies
• Integration in TYPO3 with Google Analytics
• Starts a web analysis immediately
• Gives SEO hints
• Connection to social media
• A website is a campaign

Conclusion
• Just playing around with the tools and testing is not
enough
• User onboarding design could be approved
• You need to know what you want regarding marketing
to get use out of the tools
• Consultancy of the companies behind is necessary
• The tools are closed source
• Some of them are good marketeers (immediate call
after setting up trial)

Links
• t3n.de/magazin/tools-marketing-automation-237241/
• www.kirchner-robrecht.de/fileadmin/files/Downloads/
White_Paper/Kirchner_Robrecht_WP_Marketing_Auto
mation.pdf
• www.hubspot.com
• www.infofusion.com
• de.marketo.com
• raventools.com

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