Marketing Automation a Reality Katie Jameson , Director, EMEA - - PowerPoint PPT Presentation

Making Marketing Automation a Reality

Katie Jameson, Director, EMEA Marketing, Act-On Software

Marketing automation is the central nervous system

• f the business

Stages of Making Marketing Automation a Reality

Level 1

Email Blasters

• Email-centric, batch and blast
• Manual efforts - scoring, data

management, GDPR compliance..

• CRM integration lacking
• Minimal KPI reporting
• Multi-channel segmented strategy
• Behavior & profile segmentation
• Automation of scoring, data

management & enrichment

• Key contact info sync’ed in CRM
• Funnel, campaign, attribution reports

Level 2

Multi-channel Campaigners

• Adapt at the individual & account level -

e.g. multiple scoring models

• Enable sales reps to adapt - custom

CRM field sync, ABM, email templates, etc.

• Analytics that help you adapt - guidance
• vs. report, BI tool support
• AI-driven learning/adapting from

behavior data (including 3rd party)

Level 3

Adaptive Marketing Pros

55%

• f companies are using

marketing automation, either exclusively (21%)

• r in addition to an

email platform (34%).

Marketers using MA see a 451% increase in qualified leads, which deliver 47% larger purchases than non-nurtured leads.

Source: Annuitas Group

The majority of organisations say they need to improve their MA capabilities in all areas

7 KEY STEPS TO SUCCESS

• 1. Build the business case

Understand your objectives and make sure they align with those of the business.

Marketing automation benefits

Reduce costs

• Better alignment

between sales and marketing

• Reduced cost per

lead

• Reduced need for

involvement of IT and data analysts

• Less time spent

pursuing sub- standard leads

Improve CX and loyalty

• Better

segmentation and personalisation

• A more consistent

experience

• More brand

advocates

Better measurement and data

• More accurate

reporting, and integration with analytics

• Better marketing

attribution

• Ability to build a

SCV

Increase sales

• Faster sales cycles
• Higher-quality

leads

• More targeted

spending

• 2. Get buy-in from stakeholders

You need senior management and heads

• f departments to understand and engage

with what you’re doing — and to support it.

“We looked at our stakeholders directly under board level and at understanding how we could try and lobby them around how marketing activities enabled by this investment would benefit them.”

Tim Creak Marketing Specialist, EMEIA Marketing Operations, Fujitsu

• 3. Understand the customer journey

Set objectives and establish metrics for each step along the buyer’s path.

“It’s about measuring the engagement with that customer throughout the entire lifecycle, rather than just pinging out an email and having some nice stats pop out.”

Lucy Dawson Co-Founder and Director, Ratio Creative

“By rooting MA in customer journey mapping and modelling, you have a much more joined-up approach … There is a shift away from campaign / content / channel optimisation toward customer metrics, whether those are NPS, customer lifetime value or referral and advocacy.”

Andrew Campbell Martech Director, Customer Experience Division, Home Agency

• 4. Change the culture

Make sure everyone understands and believes in the fact that the customer is now the focus of the business.

“What we are doing is understanding each of our major campaigns from a strategic perspective, and aligning them back to the sales growth objectives, or understanding how we can best support the sales targets.”

Tim Creak Marketing Specialist, EMEIA Marketing Operations, Fujitsu

“You have to start at the top, and both sales and marketing have to believe in what you are trying to achieve. And there has to be benefit for both parties.”

Lucy Dawson Co-Founder and Director, Ratio Creative

• 5. Choose your platform

Understand the support available and look at the product roadmap. Think about which additional technologies you need to integrate (now and in the future).

Questions to ask potential suppliers

• 1. Scalability. Will the technology scale to meet your needs in the

future?

• 2. Training. How much training will be needed across the organisation?

How much support is available?

• 3. Reporting. Will your chosen platform produce reports that everyone

in the business will understand ?

• 4. Integration. How easy is it to integrate your platform with the other

martech products that you use or may want to use?

• 5. Future-proofing. What does the supplier’s roadmap for its platform

look like, and does it match your company’s goals and ambitions?

What Marketers should demand from vendors in this new era

CUSTOMER-CENTRIC PHILOSOPHY

Value-based approach focused on when you engage customers $

INDIVIDUAL PERSONALIZATION FAST TIME TO VALUE

Focus on Marketing ROI, guidance and support at every step Like Facebook/Google; leveraging data from everywhere, supporting adaptive marketing

• 6. Develop your capabilities

and skill sets

Choose whether a centre of excellence

• r widespread training and adoption

suits you best.

Modern Marketing Model (M3)

Capabilities in the ‘execution’ area

• f the Modern Marketing Model

include:

• Data & measurement
• Integrated marketing

communications

• Distribution
• Customer experience

• 7. Improve your data capabilities

Establish best practices around the collection, cleaning, storage, and use of data.

“There is a great opportunity in MA to start to clean your data through expanding your forms and asking for different things at each stage, as people progressively get more engaged. It’s quite a nice, gentle way of doing it.”

Lucy Dawson Co-Founder and Director, Ratio Creative

1. Build the business case. 2. Get buy-in from stakeholders. 3. Understand the customer journey. 4. Change the culture. 5. Choose your platform. 6. Develop your capabilities and skill sets. 7. Develop your data capabilities.

RECAP: How you can make marketing automation a reality

www.act-on.com/reality

Questions?

www.act-on.com/reality

Making Marketing Automation a Reality