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.