"The Future of Marketing Automation makes the technology invisible so marketers can embrace their true craft, story telling" In November 2014, I was invited to keynote the Industry Leadership Summit, a marketer-focused event held here in Atlanta. Lisa Calhoun, the producer of the event, inspired me to go beyond the typical technology and best practices covered in similar presentations and to define the future in terms of its impact on marketers and their customers. I was really excited to deliver the presentation and really appreciated the great questions and feedback. This is one of my favorite presentations.

1. The Future of Marketing
Automation
Industry Leadership Summit 2014
BILL NUSSEY, CEO SILVERPOP
NOVEMBER 6, 2014

2. I have made these presentations available in hopes that
they will be helpful to others.
I only ask that you attribute the content as appropriate.
Thank you and enjoy,
Bill Nussey
http://www.NusseyNotes.com

3. “It's tough to make
predictions,
especially about
the future.”
- Yogi Berra

5. The future of
marketing automation is about
technology, customer experience,
trust and… a secret ingredient.

6. Technology

7. Marketing technology is in its infancy
Computers can already win Jeopardy and drive cars.
As this advanced technology reaches marketers, the world will change completely.

8. The pace of marketing tech is relentless
67% of marketing
departments plan to
increase their spend on
marketing related
activities
There are over 1,000
marketing technology
providers
65% are increasing their
budgets for service
providers that have
technology related
offerings*
* Gartner study reference in HBR

9. The rise of the
Chief Marketing Technology Officer
Just as today’s marketing technology starts to make sense, the next generation of tech will
already be here. Marketers that adapt faster and more innovatively to the relentlessly changing
technologies will lead their industries.
As many as half of large companies have a CMTO and that number is rising quickly*
Marketing Guru Tech Wizard
* Recent poll among large company CMOs

10. Customer Experience

11. Customer Experience
Marketing Automation is revolutionizing customer
experience
Every touch point, both digital and offline, can be
analyzed and acted upon in real time… in a completely
individualized way
Features and price are yesterday’s skirmish; the new
battlefront is customer experience
“Marketers will
be the
architects of
the customer
experience”

12. Customer experience matters… a lot
For the 6-year period from
2007 to 2012, the Customer
Experience Leaders in the
Watermark Consulting
study outperformed the
broader market, generating
a total return that was three
times higher on average
than the S&P 500 Index.

13. Great Customer Experience is Hard
“The problem with
customers is that
they don’t always
want to work around
your business
structure”
Product
Customer
Experience
Marketing
Sales
Support
HR
Finance

14. Trust

15. Consumers are increasingly demanding
control of their privacy and data
49%
of consumers are “very much” concerned
about the privacy of their data*
59%
of consumers indicate their concern
has risen in the last twelve months*
* GFK Study, 4-2014

16. The
foundation
of a brand
is trust
Trust =
Knowledge
+
Control
Customers will
likely demand to
know what you
know about them
and they will want
to control how you
use it
Today, customer
data can be
purchased or
captured. It’s likely
that, in the future,
it will have to be
earned
Marketing automation is the only
approach that can drive relevancy
for each individual customer at scale
Marketing automation may be the
very best foundation we have to
earn our customers’ trust
Even better, marketing automation
can also be used to understand each
individual customer’s specific
privacy expectations and custom
tailor communications that respect
those preferences.

17. The Secret Ingredient

18. The only thing truer than truth is stories
- an old proverb

19. … But stories have
always been and
will always be
the very essence
of marketing
Here is the shortest
story ever told:
For sale. Baby shoes.
Never worn.
Strangers,
Friends, Lovers.
Strangers
again.
Never upon
a time, there was nothing.
Then Once came along
and the stories never
Mary had a stopped
little lamb
Technology
and
automation
will continue
to evolve…

22. One final thought…
On the wall in Silverpop’s lobby is written a quote
that explains the one true way to
predict the future…

24. THANK YOU
BNUSSEY@YAHOO.COM
WWW.NUSSEYNOTES.COM
@BNUSSEY