crossing the chasm – from email marketing to marketing automation
DESCRIPTION
Empowered buyers want to be enabled, not sold. This requires B2B marketers to shift focus from selling products to knowing and serving customers. Companies using standalone email are not able to garner insight and behavioral data to help facilitate the customer along the new buyer’s journey, as companies who have adopted marketing automation can. Why should you cross the chasm from email marketing to marketing automation? Join Act-On CMO, Atri Chatterjeee, & Christian Wettre, President of W-Systems – a top partner of both SugarCRM and Act-On, as they share challenges, best practices and lessons learned. This session will reference two innovative companies who have graduated from email to automation, and discuss how they have optimized marketing processes as a result.TRANSCRIPT
CROSSING THE CHASM – FROM EMAIL MARKETING TO MARKETING AUTOMATION
Atri Chatterjee, CMO of Act-On Software
&
Christian Wettre, President of W-Systems
@ActOnSoftware #iheartmktg #SugarCon
2
Agenda
• What’s the state of email marketing?
• Going from email to marketing automation
• Getting started
• Customer case studies
3
A Quick Poll
• How many of you are doing email marketing?
• How many of you have increased your use of email marketing?
• How many of you already see a positive ROI from using email marketing?
Email Use Only Increasing
Source: Direct Marketing Association
74%Increased
from 3 years ago
23%Decreasedor Unchangedfrom 3 years ago
5
Email Produces ROI
Email marketing is producing
an ROI
Email marketing will eventually produce
an ROI
Email marketing is likely to produce
an ROI
Other
60%
32%
4%
3%Source: © 2013 MarketingSherpa
Email Marketing Benchmark SurveyMethodology: Fielded December 2012, N=53
Email to Marketing Automation Gap
Established Market
Emerging Market• Early Adopters
• New buyer’s journey
• Many more channels
• Seems complicated
• Broad use across B2B and B2C
• Millions of companies using it
• Focus on a single channel
Lots of Questions
I have a website, I am blogging, I am tweeting…
Am I doing enough?
Google AdWords is driving impressions,
but revenue?
Are people finding my website when they are starting their research?
People are on my site now. How can I connect with them?
Can I source my own leads from the website &
social media?
I need to manage a lot of marketing
channels.
I need to generate a lot of leads. How do I
automate some of this? Can I get the full marketing timeline for this new lead?
Which of my prospects is thinking
about me today?
I need some pickup lines for engaging my new prospect.
I love e-mail marketing, now I need a roadmap
to the future
Which marketing programs are really
driving revenue?
Crossing the Chasm
? ?? ?
9
Case Study: Kasina (New York)
• Industry: Financial Services Consulting
• Converted from: Constant Contact
• Marketing Based On: Content
• Uses Act-On for:– Act-On forms web site visitor capture– lead scoring to focus sales attention to
most interested leads– Integration to SugarCRM
Get Started with Today’s Marketing Playbook
Profiling, Segmentation, Persona-based Content, Automated Nurturing
Behavioral Profile, Social Intelligence
Build awareness when prospects are doing their research
Engage prospects as they go through the consideration stage
Provide sales with the intelligence and insight they
need to better engage the prospect
Content, SEO, SEM, Social Media, Data Capture
11
Email Will Remain Essential
PrintSocialEvents
PR
Source: Forrester Research 2013
Top marketing tactics used during the customer lifecycle
Events
EmailSEO
ContentTelephone
EmailIn-person events
ContentWebinar
Telephone
EmailEvents
WebinarSocial
Content
ATTRACT CAPTURE NURTURE CONVERT REVENUE EXPAND
Integration with SugarCRM
12
Case Study: Online Tech (Michigan)
• Industry: Server Hosting Company specializing in HIPAA, SOX, PCI and Safe Harbor Hosting
• Uses Act-On for:– Email Marketing– Web Event Organization– Marketing to Sales Lead Transfer– Integration to SugarCRM
13
Nurture, Don’t Squander
When leads are not nurtured…
79% do not convert into sales
Source: Marketing Sherpa & Forrester Research
When leads are nurtured…
50% more are sales ready at 33% lower cost
Use Scores to Prioritize Prospects
Choose a Platform not a Point Solution
Act-On Contacts Database, Behavior Database and Analytics Engine
CRMEXTERNAL DATABASES
ERPBILLING & OTHER LEGACY SYSTEMS
ACT-ON APIsACT-ON APPLICATIONS
INTERACTION POINTS
REPORTING
CONTACT
LIST
CONTENTEMAIL SOCIAL
NURTURING
WEBINAR INBOUND
SALES REPORTS
3RD PARTY APPS
ACT-ON PLATFORM
CAMPAIGN MANAGEMENT & AUTOMATION
USER INTERFACE
16
Case Study: W-Systems
• Industry: SugarCRM!• Converted from: MailChimp• Uses Act-On for:
– Email Marketing– Web Event Organization (GotoMeeting Integration)
– Website visitor tracking– Content Marketing Leads Capture (Act-On
Forms)
– Inbound Lead SEO Analysis– Lead scoring– Integration to SugarCRM– Email Bounce Processing / List Cleansing
Q & A
@ActOnSoftware @WSystemsCorp #SugarCon