1. From Data to Insight
At the Speed Of
Light
Building Adaptive Journeys™ in the Age of the Customer

2. Andrew Wise
Head of Customer Success - EMEA
Act-On Software

3. I. What is Marketing
Automation
II. How marketing is
evolving
III. Adaptive Journies
IV. Q&A
Agenda

4. What Comprises
Marketing
Automation?

5. The Marketing World Is Changing…

6. Buyers’ Purchase Behavior Has Changed
Traditional Sales Model Online/Self-Sourced Model

7. It’s Time To Rethink B2B Marketing
“One Size Fits Most”
approach to marketing
Persona-based
Segment-specific
Stereotype Driven
+
=

8. No Customer Journey Is The Same
78% start the buying process with a web search, 50% turn to social media for peer reviews
Attract
Capture
Nurture
Expand
Convert
WebCompany WebsiteEvents 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

9. “We don’t like stereotypes” “We work differently” “We aren’t always buying”
Hi <name>!
Thank you for joining our
recent <event name>. Here’s
a recent whitepaper…
Sincerely,
<sales rep name>
PURCHASE - last
live interaction
RENEWAL
CALL
1 Year
“Radio Silence”
=
Which Poses Challenges To Engagement

10. So Marketing Must Evolve
Manual
Human Knowledge
Pre-defined
Computer Assisted
Adaptive
Machine Driven
As did the mapping industry:

11. And Marketers Must Adapt To Grow Customer Obsession
Strive for more authentic
relationship w/ customers
Connect on more channels
than ever before
Engage throughout the
customer lifecycle

12. Tips to Build Your Way to
Customer Obsession

13. Adaptive JourneysTM
Bringing the Waze Experience to Marketing Automation
THE BEST MESSAGE • AT THE PERFECT TIME • THROUGH THE IDEAL CHANNEL

14. Market Smarter. Not Harder.
Take advantage of connected data and machine
learning to execute Adaptive Journeys™:
• The best message
Easily drive behavior-based interactions and content
• At the perfect time
Pinpointing exactly when customers want to engage
• Through the ideal channel
Appearing in the place the customer most prefers to
engage

15. What’s Waze Got To Do With It?
MAPPING TECHNOLOGY TODAY MARKETING AUTOMATION TOMORROW
Accesses engagement data everywhere
Brings in additional data sets (i.e.
close/won data, open rates, etc.)
Knowing where you are at in the
customer journey
Learns best message, optimal
engagement times, preferred
channels
Knowing where you are at in the
journey
Brings in additional data sets
(i.e. traffic, police sightings,
etc.)
Accesses street data everywhere
Learns frequent destinations,
commuting hours, preferred routes

16. None of this is possible without data - Marketers need these
insights to drive their marketing and win more customers.
From Data to Insight At the Speed Of Light

17. Contact Us:
www.act-on.co.uk
@actonsoftware
+44 11 8948 5610
www.act-on.co.uk | #ActOnSW | @ActOnSoftware