Marketing automation does not happen automatically
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The document emphasizes the significance of marketing automation in a rapidly digitizing society, highlighting the need for personalized and data-driven marketing strategies to enhance customer engagement. It discusses how modern consumers expect convenience and efficiency, necessitating a shift from mass communication to more targeted, one-to-one interactions. The text also outlines the role of marketing automation tools in optimizing sales funnels and improving overall marketing performance by leveraging data effectively.
Marketing automation does not happen automatically
- 1. Marketing automation does not happen automatically
- 3. Why Our society changed 360°. 3 Digital. Data. Time. Personalization.
- 4. Why Why is customer centricity so important for your success? 4 Digitization. Everything needs to be digital in our new society. For everyone. Everywhere. Every time. Data. Digitalization enables data. Customers leave their fingerprint every time. However, it’s not about the amount of data, it’s what you do with this data. Time. People need optimization, they don’t have time to waste. Personalization. Need for an ultra- targeted level with consistent messaging. Right message to the right target at the right moment. 1 2 3 4
- 5. Why We live in an experience world! 5 SPOILT FOR CHOICE DEMAND BETTER SERVICE HIGHER EXPECTATIONS LIKELY TO COMPLAIN
- 6. Why Digitization. By the year 2020, an entire generation, Generation C (for “connected”), will have grown up in a primarily digital world. Computers, the Internet, mobile phones, texting, social networking — all are second nature to this group. Their familiarity with technology, reliance on mobile communications, and desire to remain in contact with large networks of family members, friends, and business contacts will transform how we work and how we consume. The phenomenon of digitization is reaching an inflection point. The effects of an increasingly digitized world are now reaching every corner of our lives because three forces are powerfully reinforcing one another: 6 1 Consumer pull Technology push Economic benefit
- 7. Why Data. To save crucial contact information, it sheds light on where your contacts are in the marketing funnel, what resources they’ve downloaded, what web pages they’ve interacted with, and most importantly, enables you to set-up processes that will automatically perform crucial tasks for you based on these interactions. When figuring out how to increase ROI and ensure the success of your business, you need to have direct access to your critical marketing KPIs. An automated platform allows you to tag all of your marketing activities with the campaign they’re associated with and also see comprehensive analytics of your traffic, conversion rates, clicks, etc. all in one place. Robust, multi-functional tools like this give you a big picture on your data and how everything works together, rather than forcing you to jump from platform to platform. 7 2
- 8. Why Time. More and more customers expect that things are done for them. People are looking for convenience: how to get more things done in less time? Thanks to applications like ‘If this, then that’, our household runs itself and our mailbox lives its own life. Based on context, geo-location and hour of the day, the application decides on its own to get the coffee dripping, turn on your heating, open the garage door or get the water in your bath running. It will tell you when to leave for your next meeting and catalog your emails for you. After just a few clicks we can live in an automated world, increase our productivity at work and focus on the people we love instead of thinking of household chores. 8 3
- 9. Why Personalization. To be successful in today’s marketing landscape, marketers need to focus on an individual approach. Although a lot of companies still struggle in gaining a single view on the customer, aspects such as customer engagement and customer experience optimization are perceived to perform well. Technologies such as geo-tracking, click behavior and intelligent UX software will give the users what they need without asking. Placing the customer at the center of a company’s attention seems very straightforward. Would you plan a marketing strategy that is not focused on your customers? It probably wouldn’t last long. Today, we all apply customer centricity at some level. However, companies don’t have the right data at the right moment, neither the right processes to be successful in customer centricity. They are bombarding their customers with up to 2000 marketing messages a day. We clearly need to change the way we do marketing rather sooner than later. 9 4
- 10. HOW Chapter 2
- 11. How Call me maybe… 11 STOP Mass communication START 1-to-1 communication
- 12. By executing 1-to-1 communication, we need more data. Marketing Automation is the tool that allows you to be relevant by using the massive amount of “fingerprint” data Fingerprint marketing in a data-driven environment. 0 0 How12
- 13. MA optimizes the sales funnel and turns leads into customers/advocates. Awareness Interest Promo &Trial Purchase Loyalty Advocacy Generate LEADS Generate PROSPECTS Generate SALES QUALIFIED LEADS GenerateCUSTOMERS Generate LOYAL CUSTOMERS Generate ADVOCATES GOAL PROGRESSIVE PROFILING CATCH CONNECT CONVERT CONTINUE CHERISH CONTENT HYGIENE CONTENT HUB CONTENT HUB CONTENT HERO CONTENTHERO CONTENT How13 0 0
- 14. How No lead management means a leaky funnel. Lead generation campaigns are created through marketing automation platforms to drive leads to optimized landing pages from: Generating leads Identifying leads Qualifying leads Sales-Ready Leads 14 Nurturing Leads • SEO • PPC • Email • Social Media • Webinars • PR Marketing automation helps to identify website visitors by traits such as: • Buyer’s type • Job title • Purchase power Marketing automation scores and labels leads based on factors such as: • Visitor intent • Number of website visits within a period of time • Visits to a key web page • Clicks on links in emails Marketing automation helps you create campaigns to nurture leads with targeted content that helps them make buying decisions: • Whitepapers • Blog posts • Case studies • Webinars • Other types of content After going through a carefully crafted process visitors become sales-ready leads thanks to marketing automation. Catch Connect Convert 0 0
- 15. 91% of the most successful users agree that marketing automation is ‘very important’ to the overall success of their marketing across channels, yet marketing automation is only used by 15%.
- 16. Strategy & Vision ANALYZE DESIGN BUILD RUN PROTOTYPE THoM’s 4-step approach of proven success. 1 2 3 4 Content Data Organization Technology Objective is to assess the current AS IS situation & define the gaps Objective is to design the TO BE situation Objective is to build & test the different components Objective is the continuous use of the platform for an increasing amount of marketing activities How16 0 0
- 17. WHAT Chapter 3
- 18. What18 Marketing Automation defined by some of the software vendors. INBOUND MARKETING Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier. ENGAGEMENT MARKETING Marketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster. EXPERIENCE MARKETING It is a comprehensive marketing solution which enables marketers to measure, personalize and optimize marketing campaigns and digital experiences for optimal marketing performance. ENGAGEMENT MARKETING Marketing automation is a software platform that helps you to automate your marketing and sales engagement to generate more leads, close more deals, and better measure marketing success. 00
- 19. Stay tuned for more marketing automation in the upcoming weeks…