crossing the chasm – from email marketing to marketing automation

CROSSING THE CHASM – FROM EMAIL MARKETING TO MARKETING AUTOMATION

Atri Chatterjee, CMO of Act-On Software

&

Christian Wettre, President of W-Systems

@ActOnSoftware #iheartmktg #SugarCon

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Agenda

• What’s the state of email marketing?

• Going from email to marketing automation

• Getting started

• Customer case studies

3

A Quick Poll

• How many of you are doing email marketing?

• How many of you have increased your use of email marketing?

• How many of you already see a positive ROI from using email marketing?

Email Use Only Increasing

Source: Direct Marketing Association

74%Increased

from 3 years ago

23%Decreasedor Unchangedfrom 3 years ago

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Email Produces ROI

Email marketing is producing

an ROI

Email marketing will eventually produce

an ROI

Email marketing is likely to produce

an ROI

Other

60%

32%

4%

3%Source: © 2013 MarketingSherpa

Email Marketing Benchmark SurveyMethodology: Fielded December 2012, N=53

Email to Marketing Automation Gap

Established Market

Emerging Market• Early Adopters

• New buyer’s journey

• Many more channels

• Seems complicated

• Broad use across B2B and B2C

• Millions of companies using it

• Focus on a single channel

Lots of Questions

I have a website, I am blogging, I am tweeting…

Am I doing enough?

Google AdWords is driving impressions,

but revenue?

Are people finding my website when they are starting their research?

People are on my site now. How can I connect with them?

Can I source my own leads from the website &

social media?

I need to manage a lot of marketing

channels.

I need to generate a lot of leads. How do I

automate some of this? Can I get the full marketing timeline for this new lead?

Which of my prospects is thinking

about me today?

I need some pickup lines for engaging my new prospect.

I love e-mail marketing, now I need a roadmap

to the future

Which marketing programs are really

driving revenue?

Crossing the Chasm

? ?? ?

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Case Study: Kasina (New York)

• Industry: Financial Services Consulting

• Converted from: Constant Contact

• Marketing Based On: Content

• Uses Act-On for:– Act-On forms web site visitor capture– lead scoring to focus sales attention to

most interested leads– Integration to SugarCRM

Get Started with Today’s Marketing Playbook

Profiling, Segmentation, Persona-based Content, Automated Nurturing

Behavioral Profile, Social Intelligence

Build awareness when prospects are doing their research

Engage prospects as they go through the consideration stage

Provide sales with the intelligence and insight they

need to better engage the prospect

Content, SEO, SEM, Social Media, Data Capture

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Email Will Remain Essential

PrintSocialEvents

PR

Email

Source: Forrester Research 2013

Top marketing tactics used during the customer lifecycle

Events

EmailSEO

ContentTelephone

EmailIn-person events

ContentWebinar

Telephone

EmailEvents

WebinarSocial

Content

ATTRACT CAPTURE NURTURE CONVERT REVENUE EXPAND

Integration with SugarCRM

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Case Study: Online Tech (Michigan)

• Industry: Server Hosting Company specializing in HIPAA, SOX, PCI and Safe Harbor Hosting

• Uses Act-On for:– Email Marketing– Web Event Organization– Marketing to Sales Lead Transfer– Integration to SugarCRM

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Nurture, Don’t Squander

When leads are not nurtured…

79% do not convert into sales

Source: Marketing Sherpa & Forrester Research

When leads are nurtured…

50% more are sales ready at 33% lower cost

Use Scores to Prioritize Prospects

Choose a Platform not a Point Solution

Act-On Contacts Database, Behavior Database and Analytics Engine

CRMEXTERNAL DATABASES

ERPBILLING & OTHER LEGACY SYSTEMS

ACT-ON APIsACT-ON APPLICATIONS

INTERACTION POINTS

REPORTING

EMAIL

CONTACT

LIST

CONTENTEMAIL SOCIAL

NURTURING

WEBINAR INBOUND

SALES REPORTS

3RD PARTY APPS

ACT-ON PLATFORM

CAMPAIGN MANAGEMENT & AUTOMATION

USER INTERFACE

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Case Study: W-Systems

• Industry: SugarCRM!• Converted from: MailChimp• Uses Act-On for:

– Email Marketing– Web Event Organization (GotoMeeting Integration)

– Website visitor tracking– Content Marketing Leads Capture (Act-On

Forms)

– Inbound Lead SEO Analysis– Lead scoring– Integration to SugarCRM– Email Bounce Processing / List Cleansing

Q & A

@ActOnSoftware @WSystemsCorp #SugarCon