10.14.14
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No matter your industry, the use of technology to improve the connection with your consumers is a hot topic. As smartphones, tablets, and wearable gear evolve, so must the marketing talent and strategy to manage them. While customers become more tech savvy, traditional marketing approaches don’t get their attention. Mobile devices make it easier for them to consume, buy, and share information on the go. So how can you keep up with the digital transformation of marketing to meet your customers’ expectations? Join us for this live webinar featuring our expert panel to discuss: · Developing your analytics knowledge and resources · Implementing new technologies successfully · Seizing opportunities with new technologies · Training your internal marketing team · Consulting external marketing talent · Getting executive buy-in · Breaking down silos
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10.14.14
- 1. Marketing Automation: Keeping Up with the Digital Transformation of Marketing #SMTLive
- 3. #SMTLive Join the Conversation…
- 4. Dan Freeman has over 20 years of senior level marketing and management consulting—working with Fortune 100 organizations, as well as many small & mid-sized businesses. Dan has hands-on management and leadership experience with advanced knowledge of sales & marketing technologies and all aspects of digital marketing. As President of Marketing Growth Strategies, LLC, Dan combines 1) marketing strategy 2) content development 3) data management and 4) marketing technology to help clients grow their top line. @TheeDanFreeman John Wood is a seasoned direct response marketing and fundraising executive with over 11 years of experience working with integrated digital and print programs. Equally at home in business, government, and non-profit, John began his career at a Nobel Peace Prize-Winning international humanitarian organization and as a political fundraiser on Capitol Hill in Washington, D.C. He is an expert in database management and has consulted with some of the largest companies in the field. @TTPMarketing Samantha Chiappetti serves as the Direct Marketing Coordinator for LEGO Education North America, a division of the LEGO Group. She is responsible for the creative development of all email and direct mail marketing. In addition, Samantha creates, monitors, reviews, and analyzes all email marketing campaigns, making sure LEGO Education is constantly meeting targets and staying up-to-date on best practices. #SMTLive Our Speakers Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
- 6. Marketing Automation Adoption #SMTLive
- 7. Marketing Automation Adoption #SMTLive For Firms With 20 or More Employees Adoption is Only About 4 Percent Firm size Number of Firms (000s) Marketing Automation Penetration Very Small (1 to 19 employees) 5,295 Less than 1% Small (20 to 99 employees) 526 2% Mid-sized (100 to 499 employees) 90 10% Large (500 or more employees) 20 20%
- 8. PAGE 8 Skills for Success • Technology Expertise • Content Creation • Data Management • Lead Scoring • Collaboration with Sales
- 9. PAGE 9 Panelist - John Wood John Wood is a seasoned direct response marketing and fundraising executive with over 11 years of experience working with integrated digital and print programs. Equally at home in business, government, and non-profit, John began his career at a Nobel Peace Prize-Winning international humanitarian organization and as a political fundraiser on Capitol Hill in Washington, D.C. He is an expert in database management and has consulted with some of the largest companies in the field.
- 10. Automated Email Campaigns Pre-Purchase Campaign 10 • Focused on prospects and converting them to a customer • Targeted based on job title • Multi-channel campaign • Email, Direct Mail, Web, Social Media • Set it and monitor results Post-Purchase Campaign • Behavior-based campaign • Focused on a customer based on their purchase history • Online Campaign • Email and Web • Consists of nurture emails and cross-sell emails
- 11. N1, C1 C2 C3 N2 N3 N2 C3 N3 N3 C3 C3 N2 C2 C3 N3 N3 C3 C3 N3 C2 C3 C3 C2 C3 C3 No1 Yes1 No2 No3 Yes1 Yes2 Yes1 No2 Yes2 Yes2 Yes3 No1 No2 No1 Yes2 Yes2 Yes2 Yes4 No3 No3 Yes3 No2 No2 No2 Yes3 No1 Yes3 No3 Automated Campaign Decision Tree
- 12. Dan Freeman has over 20 years of senior level marketing and management consulting—working with Fortune 100 organizations, as well as many small & mid-sized businesses. Dan has hands-on management and leadership experience with advanced knowledge of sales & marketing technologies and all aspects of digital marketing. As President of Marketing Growth Strategies, LLC, Dan combines 1) marketing strategy 2) content development 3) data management and 4) marketing technology to help clients grow their top line. @TheeDanFreeman John Wood is a seasoned direct response marketing and fundraising executive with over 11 years of experience working with integrated digital and print programs. Equally at home in business, government, and non-profit, John began his career at a Nobel Peace Prize-Winning international humanitarian organization and as a political fundraiser on Capitol Hill in Washington, D.C. He is an expert in database management and has consulted with some of the largest companies in the field. @TTPMarketing Samantha Chiappetti serves as the Direct Marketing Coordinator for LEGO Education North America, a division of the LEGO Group. She is responsible for the creative development of all email and direct mail marketing. In addition, Samantha creates, monitors, reviews, and analyzes all email marketing campaigns, making sure LEGO Education is constantly meeting targets and staying up-to-date on best practices. #SMTLive Our Speakers Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
- 14. #SMTLive Upcoming Webinar October 16th Social Media at Work: Employee Advocacy Success Stories
Editor's Notes
- Thank you to today’s sponsor, Act-On Software, who was the only Marketing Automation provider identified by Forrester Research as a category leader for both small marketing teams and large enterprises. You can download Forrester Research’s full report and read why Act-On was ranked as a leader at www.act-on.com/wave
- So the case for Marketing Automation seems compelling, but what’s actually going on in terms of adoption? Well, we looked at this in our 2014 Marketing Automation eBook, and I’d like to share some of what we found. In his book, Crossing the Chasm, Geoffrey Moore describes a technology lifecycle in which the adoption of a new product proceeds according to the demographic characteristics of defined adopter groups. According to Moore’s model, the first group of people to use a new product is called "innovators," followed by "early adopters”. The “chasm” is the crucial period during which a product is either adopted broadly, or remains part of a niche market. [next slide]
- In our eBook research, we dissected the Product Lifecycle by firm size. So for large firms, we are actually seeing that they have “crossed the chasm”. For large firms, Marketing Automation is an accepted tool and quickly becoming a requirement to handle the complexities of digital marketing. The majority of large companies that don’t currently use MAS are either evaluating it now, or will be over the next few years. [next slide]
- In our eBook research, we dissected the Product Lifecycle by firm size. Well what about small and mid-sized firms? As you can see, adoption rates fall off quickly as firm size decreases. For firms with 1 to 100 employees, only about .9% or about 55,000 firms out of nearly 6 million are using MA. If you are a marketing professional in a small or mid-sized firm, this represents a great opportunity for you professionally. That’s because, we know from larger firms, that adoption is occurring broadly, and those firms that get in early have an ongoing or systematic advantage that comes with the skills and experience accumulated during the course of implementation. (Let me repeat this) In our industry report, we explore some of the skills required for successful adoption. [next slide]
- 5 skills that I’d like to touch on. Technology Content creation List building Lead Scoring, and Collaboration with Sales [next slide]
- Thank you to today’s sponsor, Act-On Software, who was the only Marketing Automation provider identified by Forrester Research as a category leader for both small marketing teams and large enterprises. You can download Forrester Research’s full report and read why Act-On was ranked as a leader at www.act-on.com/wave