This document discusses how marketing automation can help with lead generation and customer conversion. It provides three case studies showing how different companies used marketing automation to 1) increase qualified leads by 451% and ROI within 12 months, 2) prioritize hot leads for sales and increase lead conversion by 15%, and 3) unify data to segment contacts and increase email open rates to 75%. Marketing automation allows companies to track user behavior, send targeted content, automate marketing scenarios, and improve marketing results and customer relationships.

1. Lead Generation thanks to
Marketing Automation

2. Lead Generation
1%
SEA / SEO / CM
Website
CRM
Hot Leads
Notification to
Sales
Offer
CLOSING
Traffic acquisition

3. 99% of visitors to your website
do not convert

4. 1%
SEA / SEO / CM
Traffic acquisition
Website
Marketing Automation
Lead capture
Qualification
CRM
Sales acceptable Leads
Segmentation
Nurturing
Notification to sales
Opportunity
CLOSING
49%
Prospect Conversion

5. “41% of customers do not
complete their order because
they are not ready to buy now,
but they will soon!
- Prestashop

6. Configurator
Simulation
Comparison Tool
White Paper
Case Study
Free trial
Prospect Conversion

7. They are your future clients
Prepare the turnover of tomorrow
Complete your conversion process

8. How do they fall into
Marketing Automation ?

9. It brings data to light,
Lead tracking → Behavioural
&
CRM → Demographic + Declaritive
=
Segmentation

10. Automate mechanisms
Combine the methods and tools that allow you to
create scenarios in relation to your prospects,
according to their interactions.

11. and create a lasting relationship
Lead nurturing
until the prospect is
ready to become a client

12. Marketing Results?
Increase the productivity of marketing
Marketing services works together
with the sales team

13. We have observed a 451%
increase in qualified leads
- Annuitas Group
“

14. Commercial Results?
The Sales team saves time
and can focus its efforts on closing

15. “75% report a ROI within 12
months,
44% within 6 months.
- Focus Research

16. The story continues...

17. Increase the Value of Your Clients
Clients
Upselling
Add Selling
Reactivation

18. “20% chance of selling to a
prospect.
70% chance of selling to a
client.
- Salesforce

19. Automation
Business case, good practices, ROI

20. B2C - Tourism
Deep Nature
Spa & Leisure
Good “Automation” practices
through 3 different business cases
B2B - IT
T-Systems
IT-Infrastructure
B2B2C - Manufacturing
Renault Sport
Sports Cars

21. “ By using Automation to identify brand
ambassadors, our sponsorship program
converted 10 % of targets into customers,
compared to prior recruitment providing a
1.5% return.
- Case study : Marketing Automation for Deep Nature

22. ➔ Create brand recognition
➔ Raise specific audience notoriety
➔ Generate and segment online traffic
➔ Grow revenue on digital channels

23. Collect information
on registered users
Identification Segmentation Qualification
Track and monitor
IP addresses
Create media Send targeted content Automate scenarios
Benefits and KPIsMarketing Automation Reasoning
Raise awareness of user behaviour
Returning visitor rate: +10%
Average dwell time: +20%
Consistent and up-to-date database
+8,5% conversion on sponsorship
operations
Monitor ROI on marketing actions
+400% turnover on digital channels
within one year

24. “ The Webmecanik system automatically
feeds our sales teams with contacts who
score the highest ratings, with a full actions
history.
This process really encourages sales
teams to contact a warm prospect, and led
to a 15% leads conversion rise.
- Case study : Marketing Automation for T-Systems

25. ➔ Qualifying sales opportunities
➔ Sending out content-targeted messages
➔ Prioritising hot leads for the sales team
➔ Raising conversion rate

26. Collect information
on registered users
Identification Segmentation Qualification
Track and monitor
IP addresses
Create media Send targeted content Automate scenarios
Benefits and KPIs
Monitor traffic and visitor interest
New contacts: +63%
Monitor ROI for the content production
+300% resource download
Prioritise sales and call center actions
+15% lead conversion
Marketing Automation Reasoning

27. “ The email tools used did not perform
refined segmentation nor did they analyse
the behaviour and interests of visitors in real
time.
With over 35 newsletters per year sent to
some 250.000 contacts, the opening rate
jumped to 75% thanks to targeted mailing.
- Case study : Marketing Automation for Renault Sport

28. ➔ Unifying data and build segments
➔ Adapting messages accordingly
➔ Raising community engagement

29. Collect information
on registered users
Identification Segmentation Qualification
Track and monitor
IP addresses
Create media Send targeted content Automate scenarios
Benefits and KPIsMarketing Automation Reasoning
Build on and unify existing databases for
B2B and B2C
250.000 contacts sorted
Bring value to the editorial content
35 newsletters targeted according to user
profile
Raising community engagement
75% open rate for mass emailing

30. Automation
Demo

31. Tableau de bord

32. Base de données

33. Segmentation

34. Email

35. Campagne

36. Rapport

37. Rapport

38. Join us
Linkedin : company/webmecanik
Twitter : @webmecanik_EN
webmecanik.com
Meet us
Annecy, Paris, Berlin, London