cim summit: the changing face of marketing - act-on, andrew wise

From Data to Insight At the Speed Of

Light

Building Adaptive Journeys™ in the Age of the Customer

Andrew WiseHead of Customer Success - EMEA

Act-On Software

I. What is Marketing Automation

II. How marketing is evolving

III. Adaptive Journies

IV. Q&A

Agenda

What Comprises Marketing Automation?

The Marketing World Is Changing…

Buyers’ Purchase Behavior Has Changed

Traditional Sales Model Online/Self-Sourced Model

It’s Time To Rethink B2B Marketing

“One Size Fits Most”

approach to marketing

Persona-based

Segment-specific

Stereotype Driven

+=

No Customer Journey Is The Same 78% start the buying process with a web search, 50% turn to social media for peer reviews

Attract

Capture

Nurture

Expand

Convert

WebCompany WebsiteEvents 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

EventDownloads

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

“We don’t like stereotypes” “We work differently” “We aren’t always buying”

Hi <name>!

Thank you for joining our recent <event name>. Here’s a recent whitepaper…

Sincerely, <sales rep name>

PURCHASE - last

live interaction

RENEWAL

CALL

1 Year

“Radio Silence”

=

Which Poses Challenges To Engagement

So Marketing Must Evolve

Manual

Human Knowledge

Pre-defined

Computer Assisted

Adaptive

Machine Driven

As did the mapping industry:

And Marketers Must Adapt To Grow Customer Obsession

Strive for more authentic

relationship w/ customers

Connect on more channels

than ever before

Engage throughout the

customer lifecycle

Tips to Build Your Way to Customer Obsession

Adaptive JourneysTM

Bringing the Waze Experience to Marketing Automation

THE BEST MESSAGE • AT THE PERFECT TIME • THROUGH THE IDEAL CHANNEL

Market Smarter. Not Harder.

Take advantage of connected data and machine learning to execute Adaptive Journeys™:

• The best messageEasily drive behavior-based interactions and content

• At the perfect timePinpointing exactly when customers want to engage

• Through the ideal channelAppearing in the place the customer most prefers to engage

What’s Waze Got To Do With It?

MAPPING TECHNOLOGY TODAY MARKETING AUTOMATION TOMORROW

Accesses engagement data everywhere

Brings in additional data sets (i.e. close/won data, open rates, etc.)

Knowing where you are at in the customer journey

Learns best message, optimal engagement times, preferred channels

Knowing where you are at in the journey

Brings in additional data sets (i.e. traffic, police sightings, etc.)

Accesses street data everywhere

Learns frequent destinations, commuting hours, preferred routes

None of this is possible without data - Marketers need these

insights to drive their marketing and win more customers.

From Data to Insight At the Speed Of Light

Contact Us:www.act-on.co.uk@actonsoftware

+44 11 8948 5610

www.act-on.co.uk | #ActOnSW | @ActOnSoftware