the truth about marketing automation: it's not automatic
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Molly Koernke, Director of Product Marketing, Upland Software@MollyKoernke
The Truth About Marketing Automation: It’s Not Automatic!
2
Sponsors
Diamond
In Kind
Gold
Platinum
Agenda• What’s Marketing
Automation?• The Modern
Marketer• Why Marketing
Automation?• Automation, Not
Automated• Drip Campaign
Example
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The Biggest Lie
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“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.”
What is Marketing Automation?
Email Marketing
Campaign Managemen
t
Social Marketing
Lead Managemen
t
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Modern Marketer
Source: SiriusDecisions “B-to-B Marketing Automation Study” (2014)
Adoption is Growing Rapidly
11X growth in Marketing Automation adoption from 2011-
2014
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Automation, Not Automated: 3 Key Insights
“Marketing automation needs constant care and awareness for it to work effectively. Too many companies skimp on these details and think they can let their automation do all the work—not exactly the best way of accomplishing your goals. It’s not meant as something you can set and forget.” - HubSpot
People Don’t Buy From Robots
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1
Robot Examples
Email #FAIL
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No option to opt-
out
Confusing Information
Email #FAIL
Personalization #FAIL
Behavior-based #FAIL
Be Helpful, Not Invasive
Social Media Automation #FAIL
Humanized Examples
Rue La La
Behavior-based
Humor & honest
personality
CEO Contact
Info
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Netflix
Data Without Insights Is Well … Just Data
Data Insights
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22 Confidential 04/15/2023
It’s hard to stand out in the digital world.
You’ve Got to Get Your Experimentation On!
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3
Marketing Automation Example
Drip Campaign:Named after drip irrigation which saves resources by allowing water and fertilizer to drip slowly to the roots of plants through a network of valves, pipes, tubing and emitters.
Simple Drip Campaign
• List of ~3,000 inactive leads
• 6 Emails• 9 Days
Between Drop Dates
• Gauge interest & engagement
Email 1
9 Days Later
Email 2
Email 3
9 Days Later
Email 4
9 Days Later
9 Days Later
Email 5
9 Days Later
Email 6
Email #1
Emailed directly from one of our sales reps
Clear Call To Action
Fun, NYE theme to coincide with send date
of Jan 12
Sent educational piece of content to establish
sales rep and the company as a trusted
and reputable resource
Results:
21% Open Rate
1.2% CTR
.9% Unsubscribe Rate
2 prospects seeking additional information from Sue
Key Learnings:
Strong subject line based on above average open rate
Worked to send email from Sue’s email address vs. generic marketing email
Lower than average CTR; tried different template on 2nd email +
added text on image to drive clicks
Subject: You’re only one click away …
If you’re not a passionate, obsessed person, you’re not going to win.
- Tim Armstrong
Molly Koernke, Director of Product Marketing, Upland Software@MollyKoernkemkoernke@uplandsoftware.com
The Truth About Marketing Automation: It’s Not Automatic!
Backup
79% of top-performing companies
have been using marketing automation for more than 2 years.
-Gleanster, Q3 2013 Marketing Automation Benchmark, Aug 2013
B2B marketers who implement marketing automation increase their sales-pipeline
contribution by 10%.
-Forrester Research, The Forrester Wave: Lead-To-Revenue Management Platform Vendors, Q1 2014, Jan 2014
78% of successful marketers cite marketing automation systems as
most responsible for improving revenue
contribution.
-The Lenskold and Pedowitz Groups, 2013 Lead-Generation Marketing Effectiveness
Study, Nov 2013
Companies using marketing automation see 53% higher
conversion rates (initial response-to-MQL) than non-
users, and an annualized revenue growth rate 3.1%
higher than non-users.
-Aberdeen Group, Marketing Lead Management Report, Jul 2012
WHY MARKETING AUTOMATIO
N?
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