crossing the chasm with marketing automation webinar with acton and gleanster
Post on 13-Jan-2015
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SMBs: Crossing the Chasm with
Marketing Automation Is it time to move from email marketing to marketing
automation?
1
Ian Michiels Gleanster @InsightFanatic
#AOWEB
Agenda for Today…
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• Emerging requirements for competitive parity
• Email vs. Marketing Automation for SMB
• Key Considerations
• Recommendations
#AOWEB
About the Research Findings
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Email Personalization
Gleansight (Q2’11)
Top Performers: Respondents that achieved Top Quartile performance in key KPI’s Everyone Else: Everyone Else
<$1M 6%
$1-10M 30%
$10-100M 28%
$100M-$1B 39%
>$1B 12%
Small Business (1-250
Emp.), 134
Everyone Else, 536
REPORT STATS
Total survey responses: 670 Qualified survey responses: 549
COMPANY SIZE INDUSTRIES
REVENUE AVG CLICK-THROUGH AVG OPEN RATE LEAD-TO-SALES CONVERSION
Marketing Automation Gleansight
(Q4’11)
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• Lack of resources to develop content
• Lack of skilled staff
• Fragmented sales and marketing processes
• Disparate data
• Poor marketing processes
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Challenges for Small Business Marketers
Source: Q2’11 Email Personalization Survey, n= 367 Survey Respondents
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• Are there tradeoff’s between Email and Marketing Automation?
• How do we justify the investment?
• How will it impact the organization / performance?
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Crossing the Chasm with Marketing Automation
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Top Two Most Profitable Channels are Digital
0% 10% 20% 30% 40% 50% 60% 70% 80%
Third-Party Articles
Industry News
Direct Mail
Case Studies
Product Information
Telephone Calls
Thought Leadership Studies
White Papers
Blogs
Newsletters
Webinars
9%
3%
36%
16%
6%
61%
9%
27%
34%
30%
54%
72%
6%
14%
27%
33%
34%
40%
45%
54%
57%
64%
65%
72%
Top Performers Everyone Else
Source: Q2’11 Email Personalization Survey, n= 367 Survey Respondents
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Technology Adoption Trends
Source: Q2’11 Email Personalization Survey, n= 367 Survey Respondents & Q4’11 Marketing Automation, n=
85%
43%
59%
23%
76%
3%
96%
16%
0%
20%
40%
60%
80%
100%
Web Analytics MarketingAutomation Tool
Stand-Alone EmailMarketing Tool
Landing Page Tool
Top Performers Small Business (1-250 Emp.)
Currently Using Tool
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Technology Adoption Trends for Top Performers
Source: Q2’11 Email Personalization Survey, n= 367 Survey Respondents
85%
43% 59%
36% 23%
15%
10%
41% 9%
9%
16%
12%
0%
20%
40%
60%
80%
100%
Web Analytics MarketingAutomation Tool
Email MarketingTool
Open Source CMS Landing Page Tool RecommendationServices
Currently Using Planning to Use
Top Performers Use and Planned Use of Technology
Shift from Email Tools to More Comprehensive Marketing Platforms
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Past - Present - Future
ONE TO MANY DIALOGUE
OFFLINE ONLINE
INFORMATION CENTRALIZED 24X7 MOBILE ACCESS TO INFORMATION
MARKETERS HELD INFLUENCE CUSTOMERS HAVE INFLUENCE
A FEW CHANNELS CHANNEL PROLIFERATION
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Today’s Buyer in a Nutshell Eggshell
“I get hundreds of emails in my inbox, why should I care about yours?”
I expect to have a consistent customer experience regardless of channel.
If it’s not relevant, it’s spam.
I do research online before I make purchases. I pride myself in making informed decisions.
I’m vocal about the customer experience. I use Twitter and Facebook, and I have a blog.
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Today’s Buyer in a Nutshell Eggshell
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Marketing Automation • Tools that automate customer engagement
across two or more channels. – Same as: Lead Management, Automated Demand Generation,
Revenue Performance Management Platforms
• Features include: Email, Landing Page Hosting,
Web Analytics, Segmentation, CRM Integration, Lead Scoring, Campaign Execution, Social Media Integration
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Quick Definition
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Top 3 Reasons to Implement Email Marketing
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What’s driving adoption? (according to Small Business)
It’s affordable / fits my budget
Allows me to respond to
market changes quickly
Our customers want / like
email communication
Top 3 Reasons to Implement Marketing Automation
Generate revenue
Generate more leads
Increase marketing efficiency
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Critical to Understand the Buyers Journey
Attention
• Known Problem?
Interest
• Recognized need
Desire
• Seek solution to need
Action
A purchase decision is a series of interactions over one or more channels.
Customer Buying Cycle
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Top Performing organizations are 4 times more likely than Everyone Else to engage in
nurture marketing tactics.
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#AOWEB
Lead Nurturing is a set of interactions triggered by:
1. Time = Drip Marketing
2. Behavior / Action = Trigger Marketing
Lead Nurturing helps automate the right message, at the right time, in the right
place.
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Personalization Demands Automation
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Use of Lead Nurturing Tactics
Everyone Else
Top Performer
0%
20%
40%
60%
80%
100%
Drip Campaigns
Trigger Campaigns
Lead Scoring
Everyone Else 89% 19% 5%
Top Performer 78% 43% 23%
Pe
rce
nta
ge
usi
ng
Ta
ctic
Tactics: Using Lead Nurturing
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What’s the best vehicle for delivering more timely and relevant customer
engagement?
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Let’s Get Ready to Ruuuummmmble!
EMAIL MARKETING
MARKETING AUTOMATION
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Email Marketing vs. Marketing Automation
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What’s the difference?
Email Marketing
Marketing Automation
Drip Marketing Email Communications
Event Based Email Communications
CRM Integration
Business Rules to Automate Engagement
Business Rules to Route Leads
Multi-channel Monitoring and Engagement
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Disparate Systems = Disparate Customer Experiences
Email Marketing
Social Media
Mobile
List Mgmt.
Email Marketing
Web Analytics &
Forms
Business Rules
CRM Integration
Marketing Automation
• One system to manage multiple channels • Automation personalized engagement • Transparency into Marketing and Sales performance
Fragmented Customer Data “8 out of 10 Small Business marketers use 3 or more marketing technologies.”
Email Marketing
Marketing Automation
Web Analytics
CRM
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• Gordon
• Prospect for Anger Management Software
• Doesn’t know it exists…
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How do you create relationships with each prospect?
• Tina
• Needs project management software and is comparing features and functions
Manual interactions with
each prospect isn’t realistic.
A single channel (Email) also isn’t
realistic.
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How do we create relationships with each prospect?
Clicks on Link
Resources on Website
Fills out Form
Use technology to automate and track multi-channel engagement
Call with Sales
Email Campaign
Fills out form.
Product Information
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• What can you accomplish with Marketing Automation that you can’t with Email Marketing?
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Marketing Automation Benefits
– Multi-channel nurture marketing campaigns to keep in touch with prospects that aren’t ready to buy.
– Pre-qualify sales opportunities for finite sales resources- focus on short-term opportunities.
– Centralize all prospect activity for improved marketing and forecasting
– CRM integration providing sales visibility into marketing activity and customer behavior.
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So…should you run out and adopt Marketing Automation?
Not necessarily…
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It take the right tools…
… but, it also takes an Artist with the skill to use them appropriately.
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Considerations and Recommendations
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Four Major Considerations for a SMB
Resources Content
Sales and Marketing Alignment
Divestiture Strategy
Considerations
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• Marketing Automation tools will require at the least a part time resource: – Responsibilities:
• Manage business rules on an ongoing basis
• Configure multi-channel campaigns
• Monitor performance and recommend changes
• This person will also be required to interface with sales and will likely need to be somewhat analytical to hold sales and marketing accountable for performance.
• Mix of Technical Resource & Business Resource
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Resources
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Email Personalization Resources
Do you have dedicated resources that are accountable for managing digital engagement?
56%
44%
Top Performers
Yes
No
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• Content is the fuel that powers Marketing Automation
• Don’t get caught up in the features and benefits, these will be useless without quality content:
– You can repurpose content
– You can chop it up for targeted campaigns
• Content needs to map to the customer buying cycle
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Content
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• Plan on automating at least 2 lead nurturing campaigns
– Set and forget – optimize over time
– Top Performing SMB Marketers tend to have fewer lead nurturing campaigns
• Targeted content drives targeted leads
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Content
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Traditional Roles will Change
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How do Top Performers Justify Investments?
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• SMB’s tend to generate demonstrable return on Marketing Automation because they are quick to adopt and quick to adapt
• But, change is hard, so you don’t want to revert to old processes. Force the change.
• Plan to divest of redundant systems- email, web analytics, etc.
– Factor these licensing costs into the justification for the Marketing Automation investment
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Divestiture Strategy
#AOWEB
• Choosing between Email Marketing and Marketing Automation is a risk/reward thought process.
– Time is not on your side
• Top Performers outperform Everyone Else by 2-3x in revenue growth and lead-to-sales conversion.
– Relevance Drives Revenue
• The more you attempt to personalize the greater the demand for automation.
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Final Thoughts
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Additional Insights:
Deep Dive: Measuring the Impact of Lead Nurturing on the Sales Pipeline
How Top Performers Justify Lead Nurturing Initiatives
Wrap-Up and Q& A
39
Act-On Integrated Marketing Platform
World Class E-Mail
Marketing Core and
Deliverability
• 3rd Generation Email
• No Extra Cost for
Deliverability
Complete Set of Tools
on One Platform
• Drip, Web Analytics,
Landing Pages, Forms,
Scoring, CRM Integration,
Social Media, Reporting
and More…
• Focus Usability, Simplicity
and Manageability
Approach and Terms
that Work
• Start Simple, Automate
at Own Pace
• Affordable Pricing; Month-
to-Month Contracts
• Live Customer Support –
At No Additional Costs
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Thank You!
Within 24 hours: You will receive an email with
webinar recording, slides and Act-On Information.
Learn more about Act-On: Join our weekly 30-minute live demo
Customer case study webinars
And more: www.actonsoftware.com
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