Elevate Your Advertising Game: Introducing Billion Broadcaster Lift Advertising
Making the Case for Marketing Automation
1. Why Marketing Automation Systems Maintain Marketers’ Sanity and Improve
Performance
Making the Case for Marketing Automation
2. So much to do, so little time…
Social media, email campaigns, search marketing,
lead generation, CRM the list goes on…
Marketers are STRESSED OUT!
2
4. Marketing Automation Systems:
Bring everything a marketer needs to:
–generate leads
–capture information
–turn those leads
into customers
into one system!
4
5. But most importantly, marketing automation will…
(and help you score that annual bonus!)
5
MAKE YOU A MARKETING ROCKSTAR
11. 10%+increase in revenue in 6-9
months
Companies that automate
lead management see a
(Gartner Research)
12. What Can Marketing Automation Do For You?
Manage your campaigns
Monitor prospect actions:
– opening an email
– downloading a free guide
– visiting your website
– engaging on social media
– any action you feel qualifies a lead
Score your leads based on their actions
Place your leads in different buckets and relevant nurture paths to
purchase
12
13. Top Things to Automate
Data Enrichment - gather additional or updated information about your prospects
– Send email asking for preference, demographic and behavioral information
– Implement progressive profiling to pose new questions each time a prospect visits a website
or landing page
Nurture Programs - educate prospects who aren’t yet ready to engage a sales resource
– Gently guide these buyers through the purchase process
– Deliver relevant content such as white papers, articles, and event and Webinar invitations
Form Abandonment Follow-up – reach out to known contacts that click through to contact
you, watch a video or download content but fail to complete the form
– A triggered form abandonment message may be an effective way to strengthen engagement
and continue moving that prospect through the funnel
– Be personal, use a service tone and offer up ways that you can help
13Source: Silverpop
14. Top Things to Automate
Welcome & Onboarding Programs – Quickly engage new prospects and customers through
personalized communications
– Educate prospects about your value proposition and provide resources and helpful
information personalized to their point of entry or interests
– Guide new customers through the process of getting the most out of your product
Event Communications – Manage event communications from initial invite to post-event
follow-up
– Invite prospects to your webinars and trigger reminders to register to prospects who don’t
register through first invitation
– Send event details and reminders then follow up afterwards based on attendance
Attended: thank you note, survey, related resources and/or invite to set up a call with a
sales rep
Didn’t attend: “sorry we missed you” message with option to view slides, download the
recording or watch it on video, plus related resources and calls to action
14Source: Silverpop
17. Questions to Ask When Comparing Marketing Automation
Systems
Does the vendor seem to understand our business and our marketing needs?
Can we do a test run or free trial?
What are other companies saying about the platform/vendor?
Does it integrate with our CRM?
Will it help us increase revenue from marketing activities?
How easy is the platform to use?
Do they offer the features we require most?
What is involved in the on-boarding process?
How do I make sure my team adopts the system?
What kind of support and training are included?
How long does implementation typically take?
What specific technology and support is included?
Will any additional fees come up? 17
18. What the Analysts are saying: Forrester Wave Lead-to-Revenue Management Platform
Vendors Q1 2014 ( Source Forrester) - For Large Enterprises, Q1 ’14
18
19. What the Analysts are saying: Forrester Wave Lead-to-Revenue Management Platform
Vendors Q1 2014 ( Source Forrester) - For Small Marketing Teams, Q1 ’14
19
20. What the Analysts are saying: Gartner Magic Quadrant – CRM Lead Management
20
21. OUR POINT OF VIEW
Marketing Automation Platforms
21
22. Eloqua is a larger investment but it’s one of the top
names in marketing automation
Covers the entire range of online marketing and
marketing automation activities from social media to
landing pages
Good security and powerful integration capabilities
Cornerstone of the Oracle Marketing Cloud that
includes Compendium, Blue Kai and SRM ( formerly
Vitrue)
22
Oracle | Eloqua
23. Marketo
Can be attributed to placing Marketing Automation
in the mainstream.
Non-intimidating User Interface for the non-techie
marketer
Good reporting and analytics
Limited Integration capability
Good value for small to mid-market companies
23
24. Adobe Campaign (former Neolane)
Excellent multichannel campaign management
capabilities
Budgeting and Reporting Capability
Offered as SaaS or on-premise
24
25. Act-on
Standard features plus SEO and
Paid-Search Research/Analytics
Low price point based on active
contacts and not on database
size.
Good out-of-the-box
integrations with common CRM
systems
Impressive Reporting
Capabilities
25
26. Salesforce.com (Pardot)
All the basic features for
Campaign Management and
Lead Management
Good out-of-the-box
integrations with common CRM
systems
26
27. Active Campaign
Great features including
personalized email campaigns
and email templates
Perfect for small businesses
27