Download - Filter - Marketing Automation
16 April 2015
If We Were You – Filter event
MARKETING AUTOMATION – WHY, WHAT, HOW
Jonas Verhaeghe Marketing Technologist at HappiFish Email: [email protected] TwiFer: @JonasVerhaegh
INTRODUCTION
“Strategic Marketing Technologist”
MARKETING TECHNOLOGIST SKILL SET
By Scott Brinker
www.happifish.be
Strategic Content Marketing
Employee Activation
Digital Marketing Excellence & Marketing Automation
Training & Workshops
www.happifish.be
We help companies to create marketing that people actually want. Because we believe marketing should be relevant to customers.
• Digitalized world • Marketing technology • What is Marketing Automation? • Why Marketing Automation? • How to select your ideal Marketing Automation
Platform? • Challenges • Benefits
OUTLINE
HOW DO YOU MARKET IN A DIGITALIZED WORLD?
• Omni-‐‑Channel
• Omni-‐‑Device
• 24/7 Online
• Real Time
• Instant Gratification
• Struggle for AFention
• Globalization
• Individualization
EXTERNAL CHALLENGES
BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS SiriusDecisions
BY 2020 CUSTOMERS WILL MANAGE 85% OF THEIR RELATIONSHIP WITH A BUSINESS WITHOUT TALKING TO A HUMAN BEING.
Gartner
CHALLENGES
Source: Mesh Agency
OMNI-CHANNEL 360° VIEW
TECHNOLOGY IS THE BACKBONE OF MODERN MARKETING
Platforms and technologies that streamline, automate and measure marketing tasks and workflows
MARTECH
>2000 200% 1876 43
AT THE END OF THE DAY, MARKETERS DON’T WANT TECHNOLOGY FOR ITS OWN SAKE - THEY NEED THE TECHNOLOGY TO DRIVE OUTCOMES.
WHAT IS MARKETING AUTOMATION?
• Tool(s) • Marketers cockpit • Focus on lead acquisition and demand generation • Automate marketing processes:
• Strategic planning and campaign design • Customer segmentation • Lead generation and management • Nurture campaigns • Prospect scoring • Analytics • …
WHAT IS MARKETING AUTOMATION?
16 April 2015
MARKETING AUTOMATION = TOOLBOX
The rise of marketing automation
BACKBONE PLATFORMS
PROMISES
• More leads – higher revenues
• Do more with the same resources -‐‑ automation
• Align sales and marketing – enable sales performance
• High ROI
PROMISES
BEFORE YOU START…
Source: VB Insight’s State of Marketing Technology Report
AVERAGE USE OF CAPABILITIES
CHALLENGES TO IMPLEMENTING MARKETING AUTOMATION
SELECTING THE RIGHT MARKETING AUTOMATION SYSTEM / PLATFORM
• Different systems / platforms
• Not a one-‐‑solution-‐‑fits-‐‑all
• Depends on your business processes • Requirements
• Functionalities
B2B VS B2C
Which one is the best for your business?
Trustradius: 2014 Buyer'ʹs Guide to Marketing Automation
COMPANY SIZE
Small Business <50 employees
Trustradius: 2014 Buyer'ʹs Guide to Marketing Automation
COMPANY SIZE
Mid-size 51-500 Employees
Trustradius: 2014 Buyer'ʹs Guide to Marketing Automation
COMPANY SIZE
Enterprise >500 employees
• Illustrate benefits
• Focus on specific marketing challenges
• Demonstrate potential return
• Estimate what it takes to get started (time and resources)
* If possible illustrate with use cases
Aligned with your marketing strategy
BUSINESS CASE
FROM BUSINESS OBJECTIVES TO REQUIREMENTS
8 sections:
• Integration • Functionalities • Interface • Reporting/dashboards • User-‐‑friendliness • Customer/Support Services • Technology • Security
REQUIREMENTS
PRICING
Pepper Global “Marketing Automation Trends Report 2014”
PURCHASING MARKETING AUTOMATION REASONS
Automation Vendor Acquired / Merged Adobe Behance (2012) / Neolane (2013) Hubspot PrepWork (2013) / Chime (2013) Marketo Crowd Factory (2012) / Insightera (2013) Oracle Eloqua (2012) / Compendium (2013) / Responsys
(2013) / Corente (2014) Salesforce Clipboard (2013) / ExactTarget – Pardot (2013) IBM Silverpop (2014) Microsoft Dynamics MarketingPilot (2012) SAP ?
MARKETING AUTOMATION MARKET EVOLVES FAST (2012-2014)
+/- 6 billion $ in marketing software acquisitions
BENEFITS
MAIN BENEFITS – SURVEY 2014 (B2B)
3%
4%
8%
9%
10%
30%
36%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Multichannel Marketing
Lead Management
Reduction of human error in campaigns
BeFer Email Marketing
Improving the customer experience
BeFer targeting of customers and prospects
Taking repetitive tasks out of marketers hands
Source: Redeye and TFM&A Insights “The Marketing Automation Report 2014” (2014)
• Don’t focus on the technology, but on what you want to achieve => business case
• Company wide vision on how to implement and integrate marketing automation
• Match requirements with functionalities • Make sure you understand the pricing model • Think about the future!
TAKE AWAYS
www.happifish.be
Strategic Content Marketing
Employee Activation
Digital Marketing Excellence & Marketing Automation
Training & Workshops