Marketing Automation: Robot Take Over

M a r ke t i n g a u t o m a t i o n w o n ’ t t a ke o v e r t h e w o r l d a n y t i m e s o o n , b u t i f y o u l e t i t , i t c a n t r a n s f o r m y o u r

m a r ke t i n g a n d s a l e s d e p a r t m e n t s .

Dustin CederholmDigital Marketing Director,

Fluid Advertising

Jon ReeseDirector of Digital Marketing, ADP

Jon Reese is the Sr. Director of Digital Marketing at ADP. He is an online marketing and search marketing advocate with experience driving a positive return on investment through Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Marketing, Pay-Per- Lead (PPL), Lead Nurturing, Marketing Automation, Attribution Marketing as well as other traditional marketing practices; all roads lead to digital. His professional experience has focused on digital marketing at American Express, Oce, DealerTrack and ADP. Jon holds a BS from Utah State University and and MBA from Westminster College.

@GetFluid@jontreese

Dustin has been a professional marketer for over 7 years. He specializes in marketing automation, conversion rate optimization, and enterprise lead generation. In his years as a marketer, Dustin has helped large and small businesses successfully execute marketing campaigns leading to millions of dollars in new revenue. His experience has helped B2B, B2C, and e-commerce businesses generate leads and move them through the sales funnel from top to bottom. Dustin is a digital strategist who can help your business bridge the gap between sales and marketing.

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Why Consider Marketing Automation?

It’s Time to Consider Marketing AutomationB2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%.(Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014, Jan 2014)

CMOs at top-performing companies indicate that their most compelling reason for implementing marketing automation is to increase revenue (79%) and get higher quality leads (76%). (Gleanster, Q3 2013 Gleanster Marketing Automation Benchmark, Aug 2013)

B2C marketers who take advantage of automation – which includes everything from cart abandonment programs to birthday emails – have seen conversion rates as high as 50%. (eMarketer, Email Marketing Benchmarks, Feb 2013)

58% of top-performing companies (defined as those where marketing contributes more than half of the sales pipeline), have adopted marketing automation. (Forrester Research, Gauging Your Progress and Success, Dec 2013)

What is Marketing Automation?

What is Marketing Automation?

Image source - http://www.responsiveinboundmarketing.com/blog/marketing-automation-what-is-it-anyway

What is Marketing Automation?

Definition of marketing automation:

Marketing automation forms the backbone for configuring nurture marketing campaigns across channels and managing communications based on prospecting engagement. It’s also one of the only ways marketers can actually start to attribute marketing spend to closed sales.

- Gleanster

What is marketing automation?

Marketing Automation is a software platform that combines the individual programs normally required to operate complex marketing strategies (email, blog, social, paid search, organic traffic, webinar/event, etc.) into a central operating hub. It automates repetitive tasks and helps personalize buyer journeys without manual intervention or increased headcount.

WHAT IS MARKETING AUTOMATION?

How To Use Marketing Automation?

How to Use Marketing Automation?

Image source - https://www.affordablewebdesign.com/marketing-automation-consulting/

How to Use Marketing Automation?

Connect Your Marketing ChannelsSet up your marketing automation platform to be the central command center for all marketing channels.

• CRM: Salesforce, MicrosoftDynamics, Sugar, NetSuite• ESP: Mailchimp, ConstantContact, iContact• Social: Facebook, Twitter, LinkedIn• Digital events: Webex, GoToMeeting• Analytics

1

How to Use Marketing Automation?

Image source - http://prairieskygroup.com/2011/06/06/automation-the-good-the-bad-and-the-ugly/

Create automation campaigns and sales/marketing rules2

How to Use Marketing Automation?

Generate reports and adjust your automation programs3

Who Uses Marketing Automation?

Who Uses Marketing Automation?

Company size matters. Marketing automation adoption is tied to the number of employees a company has, as itemized below. (Buyer Zone, The State of B2B Lead Generation 2013 Report, Aug 2013)

• 76% – larger companies (> 100 employees)• 26% – mid-sized companies (10-100 employees)• 18% – small companies (< 10 employees)

Company revenue matters. Marketing automation adoption is tied to annual revenue, as itemized below. (Raab Associates, Marketing Automation 2014 Industry Overview, Feb 2014)

• 60% – large companies (> $500M revenue)• 10% – mid-sized companies ($20M – $500M revenue)• 5% – small companies ($5M – $20M revenue• 3% – micro companies (< $5M revenue)

Who Uses Marketing Automation?

Marketing Automation Software

Marketing Automation Software Programs

For a comprehensive list of marketing automation software look here.

Marketing Automation Software Programs

$$$$$ - The one that started it all. Eloqua is an enterprise level marketing automation program. They are currently making a push in the mid-level market and refreshing the user interface. Eloqua is robust enough to handle the most complex marketing automation campaigns, but can be too much for some businesses. Consider Eloqua if you are in the mid-to-enterprise tier and especially if you use Salesforce CRM.

$$$$$ - Marketo saw what Eloqua was doing and entered the space with a more user-friendly platform. The software hasn’t had too many interface updates, so it is less user friendly than some, but is often considered one of the best platforms of all. Marketo products make automation and real-time personalization of your website simple. A focus on funnel and content marketing expertise makes this a great option for a company with multiple services or complex automation needs. Beware setup fees and add-on fees.

Marketing Automation Software Programs

$$$$ - HubSpot has been around enough time to not be called new, but the platform is easier to work in and can include a built-in CRM. If you generate a lot of content, HubSpot offers a great automated marketing platform and support. Its price is usually a bit below the top tier providers but it has many of the same features. Consider HubSpot in most cases but especially if you have an extensive content distribution strategy. Email operates through Gmail and Sidekick which can be different for some companies.

$$$$ - Pardot is owned by Salesforce, so naturally you would know they work well together. Ironically enough, Eloqua says Salesforce uses them and not their own MA program. This may be because of the platform demographic skewing to more mid-tier customers, but also because it is bulky and not as user friendly as some of the other options.

Marketing Automation Software Programs

$$$ - If you have to learn marketing automation, Act-On is a good one to do it with. Act-On boasts an easy to use platform with most the features the others have. It is more limited for complex sales-marketing models but still a lot of the bigger small, medium, and even enterprise customers use them. They offer a great software program with a more reasonable price. Support is fantastic to work with and your base price is usually the real price at the end of the month.

$ - For only $500/mo. you can get started with an Infusionsoft license and begin your first marketing automation campaigns. Infusionsoft is great choice for B2C and SMB companies. As the leader in this space Infusionsoft has all the features of the others, but has a bit more of a learning curve for implementation. There is a $1,500 training fee but you can usually avoid that by selecting a local certified partner.

Additional Marketing Automation Software

Automation Partner Programs

Choosing a Valued Partner

(1) Price: Working with a valued partner or certified marketing automation expert can help companies secure pricing at more than 50% discounts.

(2) Product Integration: Most automaton programs integrate out-of-the-box with most major CRMs, social channels, and event software. For those that are not available they can be integrated via API. A valued partner can help guide a business through each platform’s marketplace and suggest qualified vendors.

(3) Ease of Use/Support: You wouldn’t install a phone system without a support package. The same goes for marketing automation. For the first year it is recommended you have a trusted partner to help navigate some of the common issues that cause implementation delays and purchase phone support when necessary.

Among B2B marketing managers, the most important criteria for a marketing automation system are (1) price, (2) product integration (e.g., CRM, social, web, mobile), and (3) ease of use. (Pepper Global, Marketing Automation Trends Report 2014, Sep 2013)

IN SUMMARY• It’s time to consider marketing automation.• Marketing automation is a proven software that will improve revenue and

qualified lead generation.• Use it to automate repetitive tasks and provide actionable data insight for both

sales and marketing. • There are platforms for almost any size company although currently more

medium-large companies use it.• There may be advantages to early adoption.• Not all programs are created equal. Look at setup and integration fees closely• Gain time and resources for other things.• This is one of the times you really ought to consider an agency partner to make

your purchase. They can help with price, integration, and simplifying use.

Questions?T h e m a r ke t i n g a u t o m a t i o n r o b o t i s r e a d y t o r e s p o n d

t o y o u r q u e s t i o n s . ( m a y b e … m a y b e n o t ? )

THANK YOU

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