Marketing AutomationMove More Buyers from Initial Interest to Revenue
By: Bill Kent
Who let this guy in here?
Technology that helps streamline, automate and measure marketing activities across channels. When done right, it drives key growth goals – building brand, generating demand, expanding customer relationships.
What is Marketing Automation?
The Right Message
To the Right Person
At the Right Time
EmailMarke+ng WebTracking LeadScoring NurtureMarke+ng SMSMessaging CampaignTracking
Training&SupportIntegra+onsSocialDiscoveryLandingPagesSurveysFormCapture
• 80% of marketing automation adopters saw their number of leads increase, & 77% saw the number of conversions increase. (VentureBeat Insight)
• 74% of companies that use both marketing automation and a CRM reported aligned sales and marketing teams. (DemandGen Benchmark Study)
• Businesses that have implemented marketing automation reduce customer churn by 43% over businesses that do not automate. (MathMarketing)
The Value
The Right Message
To the Right Person
At the Right Time
EmailMarke+ng WebTracking LeadScoring NurtureMarke+ng SMSMessaging CampaignTracking
Training&SupportIntegra+onsSocialDiscoveryLandingPagesSurveysFormCapture
Jonas Construction Software Raises the Bar with Marketing Automation
• Drastic results realized: - Leads increased 30% - Sales opportunities up 75%
• Email open rates went from 5% to as high as 35% • Reignited more than 20% of leads that had gone cold
“
“SAM MENDELSOHN Vice President of Business Development Jonas Construction Software
Act-On has helped us
automate our world.
75 % Increase in
Opps
With a 30% increase in leads
the problem
Can you hear me now?
3% Buying Now
7% Open to It
30% Isn’t Top of Mind
30% Don’t Think They’re Interested
30% Know They’re Not Interested
Source: The Ultimate Sales Machine
The Customer Journey Has Been Digitally Transformed 78% start the buying process with a web search, 50% turn to social media for peer reviews
Attract
Capture
Nurture
Expand
Convert
Web Company Website Events Sales Social Email Content
BEN BETH Web search
Product pages
Attends Tradeshow
Downloads Whitepaper
Sales Call #1 Meeting Occurs
Registers for webinar
Downloads Case Study
Downloads eBook
Sales Call #2 Meeting Occurs Connects with
other customers
Follow-Up Email
Sales Call #1 Meeting Occurs
Downloads Case Study
Confers with peers on LinkedIn
Looks at Company LinkedIn
Product Pages
Attends virtual Event
Downloads Whitepaper
Sales Call #2 Meeting Occurs
Follow-Up Email
Sales Call #3 Becomes Customer
Subscribes to customer newsletter
Downloads Datasheet
Attends User Group
Pricing pages
Sales Call #3 Becomes Customer
New customer welcome email
Only 3 Levers Marketers Can Pull
More Enhance New
Do more of what’s working
Try Something New
Improve what you’re already
doing
Only 3 Levers Marketers Can Pull
More Enhance New
Lead Nurture
Sales Outreach
Diminishing returns
Buyers Change
Trigger-based Emails
Dynamic Segmentation = More Relevant
Sales Prioritization
the future
Bringing the Waze experience to marketing automation
Adaptive JourneysTM POWERED BY MACHINE LEARNING
THE BEST MESSAGE • AT THE PERFECT TIME • THROUGH THE IDEAL CHANNEL
Email Send Time
Every Tuesday at 9am? In their specific time zone? Is that truly the best time?
When should we send the email?
Learn from past campaigns
Then, do a little guess work
Next, maybe some testing
When did we get the best open rates in the past?
Do a little reading online? Ask a few people in your
network?
Would this apply to everyone?
For all messages? Where they are at in their
journey?
Benefits of Machine Learning
Real time / Automatic / Continues to learn / Takes out the guess work!
A B
Adaptive Sending
Predicts when a message should be sent - based on past engagement times
Must be simple to use
Higher conversion rates, more leads feeding the sales engine
4 PM
8 AM
xie xie. grazie. asante. thank you.