Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
© WAX INTERACTIVE / 2014- 1
HARNESSING
THE POWER
OF MODERN
MARKETING
An introduction to marketing
automation
by Lidia Sant...
© WAX INTERACTIVE / 2014-
SUMMARY
2
• Focus on marketing automation
• Definition
• Vendors
• What’s in it for your organisa...
© WAX INTERACTIVE / 2014-
MARKETING
AUTOMATIONFocus
3
© WAX INTERACTIVE / 2014-
MARKETING SOFTWARE
4Source: Software Advice
Current methods of managing marketing activities
© WAX INTERACTIVE / 2014-
DEFINITION OF MARKETING AUTOMATION
5
“A category of software, that streamlines,
automates and me...
© WAX INTERACTIVE / 2014-
ELOQUA CALL ‘REVENUE PERFORMANCE MANAGEMENT’
6
Which better explain the tool’s capabilities beyo...
© WAX INTERACTIVE / 2014-
DEFINITION OF MARKETING AUTOMATION
7
The common feature set in marketing automation includes:
• ...
© WAX INTERACTIVE / 2014-
MATURITY
8
The Marketo Benchmark on Revenue Performance identified four levels of maturity,
with ...
© WAX INTERACTIVE / 2014-
OPPORTUNITIES
9
What can marketing automation do for your organisation?
• Companies adopting rev...
© WAX INTERACTIVE / 2014-
WHAT CAN MARKETING AUTOMATION DO FOR B2C COMPANIES?
10
• Reduce shopping cart abandonment rates
...
© WAX INTERACTIVE / 2014-
LEADING VENDORS
11Sources : Forrester Reasearch
There are 211 different
marketing automation
solu...
© WAX INTERACTIVE / 2014-
LEADING VENDORS
12Sources : Capterra
The Top 20 most popular
marketing automation
software
Sourc...
© WAX INTERACTIVE / 2014-
LEADING VENDORS
13Sources : Pepper Global
System implemented
© WAX INTERACTIVE / 2014-
LEADING VENDORS
14Sources : Raab Associates 2014 VEST
© WAX INTERACTIVE / 2014-
B2C MARKETING AUTOMATION PLAYERS
15
• Aprimo - mainly financial sector
• Eloqua (Oracle) - B2B to...
© WAX INTERACTIVE / 2014-
PRICING MODELS
16
1. Number of contacts in your CRM or
contact database

(e.g. Pardot, Salesfusi...
© WAX INTERACTIVE / 2014-
PRICING MODELS
17Sources : Capterra
Additional fees may vary based on:
• Number of users
• CRM i...
© WAX INTERACTIVE / 2014-
OPENNESS, OPEN APIS AND FEATURED MARKETPLACES
18Sources : chiefmartec.com
Act-On’s Partner
Excha...
© WAX INTERACTIVE / 2014-
DO NOT UNDERESTIMATE
19
• Ease of use: How challenging your particular system would be to run?
•...
© WAX INTERACTIVE / 2014-
THE MISSING SKILLS
20Source: onlinemarketinginstitute.org
© WAX INTERACTIVE / 2014-
HOW TO GET STARTED
21
• Getting into Marketing Automation is a process, each step builds upon th...
© WAX INTERACTIVE / 2014-
SOME TIPS
22
• Tip #1 Ensure that you have executive sponsorship
• Tip #2 Consider what your rea...
© WAX INTERACTIVE / 2014-
FURTHER READINGS & RESOURCES
23
“Marketing Automation

for Dummies”
“Permission marketing”
Seth ...
© WAX INTERACTIVE / 2014-
FOLLOW US!
24
@wax_ch
wax-interactive.ch
/waxinteractivech
#TxDxS
© WAX INTERACTIVE / 2014- 25
THANK
YOU!
Digital Marketing Director
@lidia_santos
linkedin.com/in/lidiasantos
Upcoming SlideShare
Loading in …5
×

Harnessing the power_of_modern_marketing_with_marketing_automation

1,012 views

Published on

Did you know that 63% of companies that are outgrowing their competitors use integrated marketing automation*? We've organised for you a hands-on workshop about marketing automation where Lidia Santos – our Digital Marketing Director – will share with you her experience and knowledge harnessing its power.

This workshop will be of particular interest to marketing professionals who are fairly new to marketing automation or willing to approach the subject from a hands-on (rather than theoretical) perspective.

During this workshop you will be divided in groups, you will learn how to conceive an automated nurturing track, when/why to use them and how they can improve your revenue performance.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Harnessing the power_of_modern_marketing_with_marketing_automation

  1. 1. © WAX INTERACTIVE / 2014- 1 HARNESSING THE POWER OF MODERN MARKETING An introduction to marketing automation by Lidia Santos
  2. 2. © WAX INTERACTIVE / 2014- SUMMARY 2 • Focus on marketing automation • Definition • Vendors • What’s in it for your organisation? • How to get started?
  3. 3. © WAX INTERACTIVE / 2014- MARKETING AUTOMATIONFocus 3
  4. 4. © WAX INTERACTIVE / 2014- MARKETING SOFTWARE 4Source: Software Advice Current methods of managing marketing activities
  5. 5. © WAX INTERACTIVE / 2014- DEFINITION OF MARKETING AUTOMATION 5 “A category of software, that streamlines, automates and measures marketing tasks and workflows to increase efficiencies and grow revenue.” — The definitive guide to marketing automation, Marketo.
  6. 6. © WAX INTERACTIVE / 2014- ELOQUA CALL ‘REVENUE PERFORMANCE MANAGEMENT’ 6 Which better explain the tool’s capabilities beyond its automation features to: • Transcend the traditional silos of sales and marketing teams • Profile customer information and behavior accurately • Guide the customer through the stages of their buying process delivered at the right time and delivered through the right channel • Measure and manage every customer lifecycle stage Source : Eloqua
  7. 7. © WAX INTERACTIVE / 2014- DEFINITION OF MARKETING AUTOMATION 7 The common feature set in marketing automation includes: • Email marketing • Landing pages • Lead management • CRM integration • Social marketing • Analytics and reporting
  8. 8. © WAX INTERACTIVE / 2014- MATURITY 8 The Marketo Benchmark on Revenue Performance identified four levels of maturity, with the majority of responders in the two lowest levels.
  9. 9. © WAX INTERACTIVE / 2014- OPPORTUNITIES 9 What can marketing automation do for your organisation? • Companies adopting revenue performance management strategies are reaping the rewards • Data cleansing is playing a larger role in top-performing companies – and is improving lead-scoring efforts • Nurturing and segmentation spurs greater email effectiveness and a greater number of qualified leads • Companies that automate boost productivity- and are more easily able to justify additional marketing hires • Social channels highly contribute to growing market reach
  10. 10. © WAX INTERACTIVE / 2014- WHAT CAN MARKETING AUTOMATION DO FOR B2C COMPANIES? 10 • Reduce shopping cart abandonment rates • Increase email open rates • Segment databases for targeted offers • Leverage partnerships • Boost revenue through cross-selling and upselling • Create automated loyalty programs and drip (nurturing) campaigns • Develop triggered emails and offers to customers
  11. 11. © WAX INTERACTIVE / 2014- LEADING VENDORS 11Sources : Forrester Reasearch There are 211 different marketing automation solutions on the market today Source: Capterra
  12. 12. © WAX INTERACTIVE / 2014- LEADING VENDORS 12Sources : Capterra The Top 20 most popular marketing automation software Source: Capterra
  13. 13. © WAX INTERACTIVE / 2014- LEADING VENDORS 13Sources : Pepper Global System implemented
  14. 14. © WAX INTERACTIVE / 2014- LEADING VENDORS 14Sources : Raab Associates 2014 VEST
  15. 15. © WAX INTERACTIVE / 2014- B2C MARKETING AUTOMATION PLAYERS 15 • Aprimo - mainly financial sector • Eloqua (Oracle) - B2B too • SAS • Unica (acquired by IBM) - retail and consumer goods • Adobe Campaign • Alterian • ExactTarget (Salesforce)
  16. 16. © WAX INTERACTIVE / 2014- PRICING MODELS 16 1. Number of contacts in your CRM or contact database
 (e.g. Pardot, Salesfusion, Marketo, Eloqua) 2. Number of emails sent per month 
 (e.g. traditional email marketing providers, not many MA vendors use this model anymore) 3. A combo of #1 and #2 
 (e.g. Hubspot, Infusionsoft) 4. Number of unique active contacts per month
 (e.g. Act-On)
  17. 17. © WAX INTERACTIVE / 2014- PRICING MODELS 17Sources : Capterra Additional fees may vary based on: • Number of users • CRM integration • Set-up and implementation(particularly for design services) • Training • Feature add-ons, such as social media management, SEO and content management plug-ins, file hosting, email deliverability testing, SPAM analysis, dedicated IP addresses, number of email domains, and customized landing pages urls, to name a few.
  18. 18. © WAX INTERACTIVE / 2014- OPENNESS, OPEN APIS AND FEATURED MARKETPLACES 18Sources : chiefmartec.com Act-On’s Partner Exchange (APEX)
 20 apps Pardot
 30+ apps Hubspot
 60 apps Infusionsoft
 75 apps Eloqua 
 100 apps IBM Digital Marketing Network 
 110 apps Marketo 
 100+ apps
  19. 19. © WAX INTERACTIVE / 2014- DO NOT UNDERESTIMATE 19 • Ease of use: How challenging your particular system would be to run? • What kinds of skills you need • How much content you would like to produce to feed the machine.
 A few examples of content you should be considering: • Webinars • Videos • Infographics • White papers • Research reports • Surveys • ROI calculators • How-to guides • Buyer’s guides • Ebooks • Blog posts • Newsletters
  20. 20. © WAX INTERACTIVE / 2014- THE MISSING SKILLS 20Source: onlinemarketinginstitute.org
  21. 21. © WAX INTERACTIVE / 2014- HOW TO GET STARTED 21 • Getting into Marketing Automation is a process, each step builds upon the ones before it. So, start small and go slowly. It requires a full understanding of the technology, the techniques, and the consumer behaviours. • Be aware that becoming proficient at marketing automation takes a lot of time although the effort to begin is small • Spend a few weeks to set up your tool, and a few hours per week for making improvements once set up. • Team up with your Sales and IT team from early stages to ensure their project on- boarding, adoption and support. • CRM is a limiting factor. Take your time to understand how your in-house capabilities will define your integration requirements. Your CRM connections will likely be the most complicated piece of your setup.
  22. 22. © WAX INTERACTIVE / 2014- SOME TIPS 22 • Tip #1 Ensure that you have executive sponsorship • Tip #2 Consider what your really need • Tip #3 Develop a demand generation strategy with both sales and marketing (how a lead would move through an improved funnel?)
 
 The better defined this strategy is in the planning stages, the easier it is to identify the kind of content that is needed.
 It should cover: • Scoring rules • Lead-nurturing tactics • Renurturing loops to buyer personas • Handover points • KPIs
  23. 23. © WAX INTERACTIVE / 2014- FURTHER READINGS & RESOURCES 23 “Marketing Automation
 for Dummies” “Permission marketing” Seth Godin “The one to one future” Peppers and Rogers “There is no B2B or B2C:
 It's Human to Human: #H2H” Bryan Kramer + vendors websites and online communities
  24. 24. © WAX INTERACTIVE / 2014- FOLLOW US! 24 @wax_ch wax-interactive.ch /waxinteractivech #TxDxS
  25. 25. © WAX INTERACTIVE / 2014- 25 THANK YOU! Digital Marketing Director @lidia_santos linkedin.com/in/lidiasantos

×