Busting The Myths of

Marketing Automation

With You Mon Tsang

What Is

Marketing Automation?

#VocusWebinar

Audience Survey

What is the state of your marketing efforts?

– Great. Killing It.

– Good (can always be better, right?)

– Fair. And needs to be better.

– Not good. Needs a big makeover

– Just starting…

Audience Survey

What is the state of your marketing efforts?

Audience Survey

Do you use marketing automation?

– Yes, it’s working well

– Yes, but it’s been slow going

– No, but plan to use it.

– No, and no current plans.

– What’s marketing automation?

Audience Survey

Do you use marketing automation?

What is Marketing Automation?

A marketing automation system is a system that helps marketers execute multichannel marketing campaigns by providing a scripting environment for authoring business rules and interfaces to a variety of third-party applications.

Source: Gartner http://www.gartner.com/it-glossary/mas-marketing-automation-system

What is Marketing Automation?

A marketing automation system is a system that helps marketers execute multichannel marketing campaigns by providing a scripting environment for authoring business rules and interfaces to a variety of third-party applications.

Source: Gartner http://www.gartner.com/it-glossary/mas-marketing-automation-system

Let’s Try That Again

Marketing automation finds you new business by

• centralizing and automating your marketing

tasks across multiple channels,

• giving you insight on who your contacts are and

what they do, and

• collecting and calculating the data on what

worked well and what did not.

Marketing Automation

Works

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Marketers say:

• Increases revenue: 79%

• Drives higher quality leads: 76%

• Increases quantity of leads: 77%

*Source: Gleanster Benchmark Report 2013: Marketing Automation

Marketing AutomationConfidential

Works

75% of companies using marketing

automation see ROI within

12 months

44% see ROI within

6 months

Research shows…

*Source: Focus Research

% of Companies Using Marketing Automation

4%

$5M - $20M

9%

$20M - $500M

36%

$20M - $500M

48%

Technology Industry

COMPANY SIZE

Using Marketing Automation

Not Using

Your Painsand how automation helps

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Marketing without automation

• Continual repetition of tasks

– Pulls a daily list of sign ups

and creates and sends

email.

• Manual and time consuming

• Extra step of creating new

emails daily

• Email analytics are

fragmented

Campaign to promote an upcoming event

Marketing without automation

• Untimely follow-up

• Waits until registration is

over, pulls a list of all

signups, creates and sends

the email.

• Registrants get their

follow up email days

after they signed up

• Lack of personalization

• Everyone receives

the same email

Marketing without automation

Marketing without automation

• No visibility into contact

inactivity

– Marketer only knows

who signed up

• Not where they dropped

off

• Can’t send targeted

follow-ups to

non-responders

• Manual transition to sales

– Marketer downloads a file of signups and

sends to sales, who uploads & cross

references with existing customers.

• Manual and time consuming

• ALL new names are treated as leads

• Pass to sales happens after a single

touchpoint

Marketing without automation

Marketing without automation

– Marketer learns about

contacts through

participation

– Without

automation, that

intelligence cannot be

retained for future

marketing

• Contact intelligence is not retained

Why buyers look for with automation

• Increase Marketing team’s efficiency

• Improving customer’s experience

• Nurture Leads

• Generate Leads

• Closed-Loop Reporting

• Integrate sales and marketing

Audience Survey

What are YOU looking for?

– Increase Marketing’s team efficiency

– Improving customer’s experience

– Nurture Leads

– Generate Leads

– Closed-Loop Reporting

– Integrate sales and marketing

Audience Survey

What are YOU looking for?

So What’s Stopping Us?

Busting Myths

#VocusWebinar

Top Evaluation Criteria1. Price/cost of ownership

2. Product integration [CRM, etc.]

3. Ease of use/learning curve

Top Obstacles1. Budget constraints

2. Lack of skilled employees

3. Poor contact database quality

4. Lack of content

5. Complexity of automation software

Source: Pepper Global

Buying Obstacles

Audience Survey

What is your top obstacle to using marketing

automation?

– Budget constraints

– Lack of skilled employees

– Poor contact database quality

– Lack of content

– Complexity of automation software

Audience Survey

What is your top obstacle to using marketing

automation?

MYTH: I need to hire dedicated

technical resources

TRUTH: Not Anymore

MYTH: I need lots of creative types!

TRUTH: Not As Much As You Think

MYTH: I need a statistician

TRUTH: Just a smart person or two

MYTH: Automation Only Processes

Leads; I Don’t Get New Ones

“Marketing automation

[is moving] beyond its

original role in lead

management to help

attract new leads at the

top of the funnel.”

- David RaabMarketing automation industry analyst

TRUTH: TOP and bottom of funnel

MYTH: Automation Is Just A Tool; I Am

On My Own For Content Creation

Audience Survey

How big a challenge is content creation for

you and your team?

– One of our biggest challenges

– One of many normal-sized challenges

– It’s not too bad

Audience Survey

How big a challenge is content creation for

you and your team?

One of many normal-sized challenges

TRUTH: Marketing automation helps

with content marketing

MYTH: Automation Makes Me Less

Creative and Turns Us Into Machines

TRUTH: Expect a creative explosion

MYTH:

Marketing

automation

is for the

Fortune 500

company.

The rest of

us cannot

afford

marketing

automation.

TRUTH: Affordable automation is here

MYTHS: “Marketing Is Art” or

“Marketing Is Science”

Audience Survey

Is Your Marketing More Art or Science?

– More Art

– More Science

– A Good Balance

Audience Survey

Is Your Marketing More Art or Science?

TRUTH: Of course it’s both.

Next Steps

#VocusWebinar

Top Planning Criteria…

• Need to work existing leads. Or generate

new ones?

• Which marketing channels are most

important? Social, email, web, search…

• Power vs Ease of use. Or what is the skill

set of your team?

• Plan for the first 24 months of investment

(software and people)

Thanks for attending!

#VocusWebinar @vocus

The Vocus Family

About VocusVocus is a leading provider of cloud marketing software that helps

businesses reach and influence buyers across social networks, online and

through media. Vocus provides an integrated suite that combines social

marketing, search marketing, email marketing and publicity into a

comprehensive solution to help businesses attract, engage and retain

customers. Vocus software is used by more than 120,000 organizations

worldwide and is available in seven languages. Vocus is based in

Beltsville, MD with offices in North America, Europe and Asia. For further

information, please visit http://www.vocus.com or call (800) 345-5572

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