16  April  2015

If  We  Were  You  –  Filter  event

MARKETING AUTOMATION – WHY, WHAT, HOW

Jonas  Verhaeghe Marketing  Technologist  at  HappiFish Email:  Jonas@happifish.be TwiFer:  @JonasVerhaegh

INTRODUCTION

“Strategic  Marketing  Technologist”

MARKETING TECHNOLOGIST SKILL SET

By Scott Brinker

www.happifish.be

Strategic Content Marketing

Employee Activation

Digital Marketing Excellence & Marketing Automation

Training & Workshops

www.happifish.be

We  help  companies  to  create  marketing  that  people  actually  want. Because  we  believe  marketing  should  be  relevant  to  customers.

•  Digitalized  world •  Marketing  technology •  What  is  Marketing  Automation? •  Why  Marketing  Automation? •  How  to  select  your  ideal  Marketing  Automation  

Platform? •  Challenges •  Benefits

OUTLINE

HOW DO YOU MARKET IN A DIGITALIZED WORLD?

•  Omni-­‐‑Channel

•  Omni-­‐‑Device

•  24/7  Online

•  Real  Time

•  Instant  Gratification

•  Struggle  for  AFention

•  Globalization

•  Individualization  

EXTERNAL CHALLENGES

BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS SiriusDecisions

BY 2020 CUSTOMERS WILL MANAGE 85% OF THEIR RELATIONSHIP WITH A BUSINESS WITHOUT TALKING TO A HUMAN BEING.

Gartner

CHALLENGES

Source:  Mesh  Agency

OMNI-CHANNEL 360° VIEW

TECHNOLOGY IS THE BACKBONE OF MODERN MARKETING

Platforms and technologies that streamline, automate and measure marketing tasks and workflows

MARTECH

>2000 200% 1876 43

AT THE END OF THE DAY, MARKETERS DON’T WANT TECHNOLOGY FOR ITS OWN SAKE - THEY NEED THE TECHNOLOGY TO DRIVE OUTCOMES.

WHAT IS MARKETING AUTOMATION?

• Tool(s) • Marketers  cockpit • Focus  on  lead  acquisition  and  demand  generation • Automate  marketing  processes:

• Strategic  planning  and  campaign  design • Customer  segmentation • Lead  generation  and  management • Nurture  campaigns • Prospect  scoring • Analytics • …

WHAT IS MARKETING AUTOMATION?

16 April 2015

MARKETING AUTOMATION = TOOLBOX

The  rise  of  marketing  automation

BACKBONE PLATFORMS

PROMISES

•  More  leads  –  higher  revenues

•  Do  more  with  the  same  resources  -­‐‑  automation

•  Align  sales  and  marketing  –  enable  sales  performance

•  High  ROI

PROMISES

BEFORE YOU START…

Source:  VB  Insight’s  State  of  Marketing  Technology  Report

AVERAGE USE OF CAPABILITIES

CHALLENGES TO IMPLEMENTING MARKETING AUTOMATION

SELECTING THE RIGHT MARKETING AUTOMATION SYSTEM / PLATFORM

•  Different  systems  /  platforms

•  Not  a  one-­‐‑solution-­‐‑fits-­‐‑all

•  Depends  on  your  business  processes •  Requirements

•  Functionalities

B2B VS B2C

Which one is the best for your business?

Trustradius:  2014  Buyer'ʹs  Guide  to  Marketing  Automation

COMPANY SIZE

Small Business <50 employees

Trustradius:  2014  Buyer'ʹs  Guide  to  Marketing  Automation

COMPANY SIZE

Mid-size 51-500 Employees

Trustradius:  2014  Buyer'ʹs  Guide  to  Marketing  Automation

COMPANY SIZE

Enterprise >500 employees

•  Illustrate  benefits

•  Focus  on  specific  marketing  challenges

•  Demonstrate  potential  return

•  Estimate  what  it  takes  to  get  started  (time  and  resources)

*  If  possible  illustrate  with  use  cases

Aligned with your marketing strategy

BUSINESS CASE

FROM BUSINESS OBJECTIVES TO REQUIREMENTS

8  sections:

•  Integration •  Functionalities •  Interface •  Reporting/dashboards •  User-­‐‑friendliness •  Customer/Support  Services •  Technology •  Security

REQUIREMENTS

PRICING

Pepper  Global  “Marketing  Automation  Trends  Report  2014”

PURCHASING MARKETING AUTOMATION REASONS

Automation  Vendor Acquired  /  Merged Adobe Behance  (2012)  /  Neolane  (2013) Hubspot PrepWork  (2013)  /  Chime  (2013) Marketo Crowd  Factory  (2012)  /  Insightera  (2013) Oracle Eloqua  (2012)  /  Compendium  (2013)  /  Responsys  

(2013)  /  Corente  (2014) Salesforce Clipboard  (2013)  /  ExactTarget  –  Pardot  (2013) IBM Silverpop  (2014) Microsoft  Dynamics MarketingPilot  (2012) SAP ?

MARKETING AUTOMATION MARKET EVOLVES FAST (2012-2014)

+/- 6 billion $ in marketing software acquisitions

BENEFITS

MAIN BENEFITS – SURVEY 2014 (B2B)

3%

4%

8%

9%

10%

30%

36%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Multichannel  Marketing

Lead  Management

Reduction  of  human  error  in  campaigns

BeFer  Email  Marketing

Improving  the  customer  experience

BeFer  targeting  of  customers  and  prospects  

Taking  repetitive  tasks  out  of  marketers  hands

Source:  Redeye  and  TFM&A  Insights  “The  Marketing  Automation  Report  2014”  (2014)

•  Don’t  focus  on  the  technology,  but  on  what  you  want  to  achieve  =>  business  case

•  Company  wide  vision  on  how  to  implement  and  integrate  marketing  automation

•  Match  requirements  with  functionalities •  Make  sure  you  understand  the  pricing  model •  Think  about  the  future!

TAKE AWAYS

www.happifish.be

Strategic Content Marketing

Employee Activation

Digital Marketing Excellence & Marketing Automation

Training & Workshops