Generating the desired revenue and a better ROI

Davide Guzzetti, Managing Director Middle East

Outreach – Digital Marketing Summit

Dubai, 9 March 2015

Marketing automation

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Agenda

•  The promise of marketing automation tools

•  Status of the market

•  What results to expect

•  Implementing marketing automation tools

•  Reality check. Am I ready?

•  Final remarks

Promises and buzzwords

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MARKETING AUTOMATION

28% better sales productivity

33% higher revenue growth

Increase pipeline contribution by 10%

(Forrester, 2014)

#1 bene!t of marketing automation as the ability to generate

more and better leads. (Pepper Global, 2013)

Best-in-Class companies reduced close cycle time by an average

of 49%, compared with a 30% improvement by all other

companies (Aberdeen Group, 2014)

B2C marketers who are using automation [...] have seen conversion

rates as high as 50% (eMarketer, 2013)

14% increase in sales productivity, 12%

reduction in marketing overheads and with

75% of companies who are serious about it,

typically achieve ROI within 12 months.

(Forbes, 2013)

45% of the respondents will

implement marketing

automation in the next 12

months

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To sum up

•  Marketing automation promise (translated):

•  Generate more sales leads

•  Make more sales

•  Earn more money

Growing interest

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A crowded market: over 200 vendors

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www.g2crowd.com

ActiveConversion, Act-On, Adobe (Neolane), Agilone,

Aprimo, Aptean, BeanstalkData, Bislr, Callidus

Cloud (LeadFormix), ClickSquared, Decision

Software, Distribion, eTrigue, Firstwave, Genius.com,

Genoo, GreenRope, Hubspot, IBM (Unica), Infer,

Infusionsoft, Kali8, Lattice Engines, LeadLife,

LeadMaster, LoopFuse, Lyris, MakesBridge, Marketo,

Microsoft (Marketing Pilot), MindMatrix, Mintigo,

Net Results, Netsuite, Ontraport, Optify, Oracle

(Elouqa), Pitney Bowes, PUBLITRAC, RedPoint,

RightOn Interactive, Sales Engine International,

Salesforce.com (Pardot), SalesFusion, SalesOptima,

SAP, Silverpop, Sitecore, Teradata, Treehouse

Interactive, True In!uence, Velocify, Venntive

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What is marketing automation all about?

•  Automates recurring marketing tasks•  Triggers marketing actions according to de!ned events

•  Allows segmentation (to be used for personalization)

•  Link between marketing and sales

•  Provides accountability

•  Allows better sales funnel management (lead quali!cation by scoring)

Marketing automation platform environment

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Segmentation / Targeting Content Creation Campaign Creation

MARKETING

Campaign execution

LEADS

Lead generation Lead nurturing

Lead scoring / quali!cation

SALES

MARKETING AUTOMATION

CRM

CMS

ANALYTICS

Technologies / software involved

Quali"ed

Unquali"ed

Marketing automation platform environment

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Segmentation / Targeting Content Creation Campaign Creation

MARKETING

Campaign execution

LEADS

Lead generation Lead nurturing

Lead scoring / quali!cation

SALES

MARKETING AUTOMATION

CRM

CMS

ANALYTICS

Technologies / software involved

Quali"ed

Unquali"ed

Customer Journey: software purchase (simpli!ed)

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Bob Smith, CIO, multinational company, manufacturing industry3 devices: 20% desktop, 40% tablet, 40% smartphone

LANDING PAGE DOWNLOAD TRIAL PURCHASE

See online adBrowse content

features

price

references

Fill form

Email con!rmation with link to activate trial

Try online demo30 days

Periodic email communications

(whitepapers, webinars, case studies, support…)

Number of interactions (= level of interest)

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Leads scoring

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68% of Best-in-Class companies are using lead scoring, compared to just 28% of Laggard !rms. – Aberdeen Group “State of Marketing Automation 2014: Processes that Produce” (2014)

Impact on revenues

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Source: Aberdeen Group, “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deployment for long-term ROI”

Leads sent to sales - 22 �

Close ratio +30% �

Revenue per deal +17% �

TOTAL REVENUE +30% �

Implementing MA tools

Time and budget

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•  Expect to allocate between 10% and 20% of your marketing budget

•  Be prepared of embarking in a 6-months implementation project

Challenges

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Reality check: some basic questions?

REACH

Do I have enough leads coming in?

TECHNOLOGY

Is my CMS future-ready?

CONTENT

Do I have appealing content?

RESOURCES

Do I have enough quali!ed

resources?

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Reach

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Reach

•  How many leads/contacts do you receive?

•  Can your website be found online (SEO)?

•  Do you run advertising campaigns (SEM)?

•  Marketing automation itself will not bring to you new leads

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Technology / integration

•  MA tools are not “technology islands”, expect those tools to be integrated with AT LEAST•  CRM

•  WCM

•  WCM integration needed for:

•  Landing page creation (+ forms)

•  Tagging

•  Content personalization

Time-to-market is key!

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Technology / content editing

•  Creating landing pages

•  Editing forms (and forms settings)

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Technology / tags

•  MA tools heavily rely on TAGS, HTML markup code to be added to pages

•  Need #exibility (and independence from the IT) in managing tags

•  Example: Magnolia tag manager

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Technology / personalization

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Technology / personalization

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Accessing Swisscom.ch from abroad

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Content / Managing online customer experiences

•  Understand the digital customer journey

•  Integrate all the digital touch-points

•  Focus on usability

•  Make life easier

•  Make the page appealing

•  Predict and anticipate user’s behavior

•  Interact like a human

Make customer life easier

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Make customer life easier

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Make processes straightforward and appealing

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Make processes straightforward and appealing

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From transactional interactions…

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…to interactive conversations

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Humanizing marketing communications

•  Personal communication is more valuable than automated one (specially in the Middle-East)

•  It’s crucial that you humanize your marketing at every step of the way and put your clients and prospects !rst, not the software.

•  As you focus more on building relationships with your audience, the ROI you’ll achieve through marketing software will become a sustainable and noteworthy reality.

Challenge:automate the processes and keep the interaction human

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Resources

•  Marketing + sales: change management

•  Copywriting and design

•  Business process management: if you can’t de!ne a process, you’ll not be able to automate it

•  IT and software: integrate, don’t create “technology islands”

Reality check: are you ready?

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Capacity gap

CAPABILITY SPECTRUM

Bullshit gap

What most enterprise digital team can do

What the software REALLY CAN do

What the vendor SAYS the software can do

low high

Adapted from: Real Story Group, 2015

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A few takeaways

•  Assess your capabilities !rst, then assess software’s capabilities

•  Integrate with CMS and CRM, make sense of the bigger picture

•  Know your customer and customer journey: humanize before automating

•  Ultimately you are still the intelligence behind the software

Proudly working with

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Thank you for your attention.

Tinext Middle East DMCC

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