Marketing automation 101 understanding marketing automation and where to get started
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The document discusses marketing automation, highlighting its importance in enhancing customer experience and efficiency for both B2B and B2C companies. It outlines key steps for implementing a marketing automation strategy, including stakeholder involvement, goal setting, and KPI development. Additionally, it emphasizes the need for collaboration between marketing and sales to effectively utilize automation tools and improve overall business performance.
Marketing automation 101 understanding marketing automation and where to get started
- 1. Marketing Automation 101: understanding marketing automation and where to get started Presented by: Mario Kyriacou, Managing Partner: Ratio Partners
- 2. www.ratiopartners.co.uk/automationworkshop About Ratio Ratio Partners We are Ratio, the customer experience specialists. With experience working on the agency, client and software side, we are passionate about increasing our clients’ digital maturity by bringing together strategy and technology to deliver relevant and meaningful user experiences that relate directly back to your business metrics, using the Sitecore platform.
- 3. www.ratiopartners.co.uk/automationworkshop Creating and sending email takes marketers an average of 3.48 hours a week collecting, organising, and analysing marketing data from different sources take an average of 3.55 hours a week HubSpot Marketing takes time
- 4. www.ratiopartners.co.uk/automationworkshop Marketing automation is both a software and a tactic that automates marketing for you What is marketing automation?
- 5. www.ratiopartners.co.uk/automationworkshop Delivering a better customer experience “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy.” Gartner
- 7. www.ratiopartners.co.uk/automationworkshop • Do you send batch and blast emails? • Do you currently have a way of nurturing prospects? • How do you handle leads that don’t immediately purchase? • Does marketing have a different interpretation to sales of what a sales ready lead is? • How do you measure marketing ROI? • What information does marketing hand over to sales? Ask yourself…..
- 8. www.ratiopartners.co.uk/automationworkshop Not just for B2B B2C has the same goals as B2B: • Deliver the right content to the right person at the right time • Deliver great experience • Win more business • Improve operational efficiencies And much more…….
- 9. www.ratiopartners.co.uk/automationworkshop Content consumption Time lapse Position within funnel Goals triggered Search Number of visits Lead score CRM update Form submission What can we automate?
- 11. www.ratiopartners.co.uk/automationworkshop It’s not just software…..have a plan
- 12. www.ratiopartners.co.uk/automationworkshop 1) Get your key stakeholders involved 2) Set your business goals and objectives 3) Develop KPIs for each goal 4) Determine business system of record 5) With sales, agree on funnel stages and definitions 6) With sales, agree on lead scoring definitions 7) Define who you are targeting 8) Assess and map content to funnel stages and personas 9) Create content calendar Where to get started with your first project
- 13. www.ratiopartners.co.uk/automationworkshop CMO Head of sales Main concern How to solve Main concern How to solve • Measure and prove marketing ROI • Drive customer engagement • Driving marketing/sales alignment • Prove marketing value to the organisation • Manage the complexities of an increasing multichannel world • Show how marketing automation is a key area bringing sales and marketing closer together • Showcase marketing automation abilities to measure the ROI of marketing campaigns and contribution to hit key business metrics • Position marketing automation as a way of cutting through the complexities of multi channels and delivering an improved CX • Hit quarterly and yearly targets • Accurately forecast results to the business • Increase market share • Beat competitors • Improve business efficiencies • Lower cost of acquiring customers • Show sales that marketing automation will increase the volume and quality of sales ready leads • Highlight how marketing automation enables sales to prioritise their time by targeting the highest value lead • Show how sales is the main beneficiary of a marketing automation investment • automating and orchestrating the customer journey, sales funnel, reduces the amount of customer interactions freeing up staff to concentrate on more valuable activities 1) Get your key stakeholders involved
- 14. www.ratiopartners.co.uk/automationworkshop 2) Set your business goals and objectives Strategic theme Business objective Digital goal Digital goal Business objective Digital goal Digital goal Business objective Digital goal Digital goal
- 15. www.ratiopartners.co.uk/automationworkshop KPIs should cover the following: • Marketing – awareness / lead generation / funnel conversion metrics / advocacy • Sales – revenue / profitability / quarterly and yearly targets / product focus • Customer success – upsell / retention / cross sell / satisfaction 3) Develop KPIs for each goal Don’t measure everything
- 16. www.ratiopartners.co.uk/automationworkshop Technology PeopleProcess 4) Determine business system of record CRM
- 17. www.ratiopartners.co.uk/automationworkshop 5) With sales agree on funnel stages and definitions • What is a marketing qualified lead and when should this be passed to sales? • What is a sales qualified lead and when should it be passed from an inside sales person to an outside sales person? • What is an opportunity?
- 18. www.ratiopartners.co.uk/automationworkshop 6) With sales agree on lead scoring definitions Behavioural scores Demographic scores Align in the middle
- 19. www.ratiopartners.co.uk/automationworkshop Jean- Luc Picard Who is he? Works as head of digital for an enterprise level travel operator Jean-Luc is 43 and has held various senior digital positions within the travel sector. He's passionate about all things digital and regularly blogs and speaks at events. Challenges Is focused on delivering incremental growth to his business. Success can be measured by increasing conversion by a few % points. Faces legacy technology issues, a siloed approach to internal business functions and slow pace of change. Has already bought into the concept of customer experience but needs help in translating this into something that can be actioned by his team 7) Define who you are targeting Spock Who is he? Works as head of marketing at a manufacture that is a leader in its field Spock is 37 and has held various senior marketing positions within the manufacturing and B2B sector. He’s a keen on safe education, having studies at the institute of direct and digital marketing Challenges Spock works at an established enterprise level company with over 2500 employers. In spite of that the marketing team has only 5 full time employees to cover a global region. He understands the value of digital but is under pressure to justify investment to management as it is not seen as a direct revenue contributor. Needs help: • Aligning digital with business objectives • Implementing a strategy that contributes real world value
- 20. www.ratiopartners.co.uk/automationworkshop 8) Assess and map content to funnel stages and personas Gap analysis: • Where are you missing content in the funnel? • Do you have enough content for every persona at each stage of their journey (awareness, consideration, purchase, advocacy)? • Is your content shareable?
- 22. www.ratiopartners.co.uk/automationworkshop Q&A Get in touch with Mario Kyriacou: www.linkedin.com/in/mariokyriacou Mario.kyriacou@ratiopartners.co.uk @mario_kyriacou www.ratiopartners.co.uk Marketing Automation workshop with Sitecore, 25th February, London To attend visit: www.ratiopartners.co.uk/automationworkshop