What this presentation covers: - What is marketing automation? - How marketing automation can improve the overall customer experience - How automation can improve conversions and ROI - Why automation is applicable to both B2B and B2C - Where to get started with your own automation program - Getting buy-in from sales and senior management

1. Marketing Automation 101:
understanding marketing automation and where to get started
Presented by: Mario Kyriacou, Managing Partner: Ratio Partners

2. www.ratiopartners.co.uk/automationworkshop
About Ratio
Ratio Partners
We are Ratio, the customer experience specialists.
With experience working on the agency, client and software
side, we are passionate about increasing our clients’ digital
maturity by bringing together strategy and technology to
deliver relevant and meaningful user experiences that relate
directly back to your business metrics, using the Sitecore
platform.

3. www.ratiopartners.co.uk/automationworkshop
Creating and sending email takes
marketers an average of 3.48 hours a
week
collecting, organising, and analysing
marketing data from different sources
take an average of 3.55 hours a week
HubSpot
Marketing takes time

4. www.ratiopartners.co.uk/automationworkshop
Marketing automation is both a software and a
tactic that automates marketing for you
What is marketing automation?

5. www.ratiopartners.co.uk/automationworkshop
Delivering a better customer experience
“the practice of designing and reacting to
customer interactions to meet or exceed
customer expectations and, thus,
increase customer satisfaction, loyalty
and advocacy.”
Gartner

6. www.ratiopartners.co.uk/automationworkshop
What marketing automation isn’t?

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• Do you send batch and blast emails?
• Do you currently have a way of nurturing prospects?
• How do you handle leads that don’t immediately purchase?
• Does marketing have a different interpretation to sales of what a sales ready lead is?
• How do you measure marketing ROI?
• What information does marketing hand over to sales?
Ask yourself…..

8. www.ratiopartners.co.uk/automationworkshop
Not just for B2B
B2C has the same goals as B2B:
• Deliver the right content to the right person at the right time
• Deliver great experience
• Win more business
• Improve operational efficiencies
And much more…….

9. www.ratiopartners.co.uk/automationworkshop
Content
consumption
Time lapse Position within
funnel
Goals triggered Search
Number of
visits
Lead score CRM update Form
submission
What can we automate?

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Data, data, data
Web
Email
CRM
Call
Centre
Social
Sales
Teams
Data

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It’s not just software…..have a plan

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1) Get your key
stakeholders
involved
2) Set your
business goals and
objectives
3) Develop KPIs for
each goal
4) Determine
business system of
record
5) With sales, agree
on funnel stages
and definitions
6) With sales, agree
on lead scoring
definitions
7) Define who you
are targeting
8) Assess and map
content to funnel
stages and
personas
9) Create content
calendar
Where to get started with your first project

13. www.ratiopartners.co.uk/automationworkshop
CMO Head of sales
Main concern How to solve Main concern How to solve
• Measure and prove marketing
ROI
• Drive customer engagement
• Driving marketing/sales
alignment
• Prove marketing value to the
organisation
• Manage the complexities of an
increasing multichannel world
• Show how marketing
automation is a key area
bringing sales and marketing
closer together
• Showcase marketing
automation abilities to measure
the ROI of marketing campaigns
and contribution to hit key
business metrics
• Position marketing automation
as a way of cutting through the
complexities of multi channels
and delivering an improved CX
• Hit quarterly and yearly targets
• Accurately forecast results to
the business
• Increase market share
• Beat competitors
• Improve business efficiencies
• Lower cost of acquiring
customers
• Show sales that marketing
automation will increase the
volume and quality of sales
ready leads
• Highlight how marketing
automation enables sales to
prioritise their time by targeting
the highest value lead
• Show how sales is the main
beneficiary of a marketing
automation investment
• automating and orchestrating
the customer journey, sales
funnel, reduces the amount of
customer interactions freeing up
staff to concentrate on more
valuable activities
1) Get your key stakeholders involved

14. www.ratiopartners.co.uk/automationworkshop
2) Set your business goals and objectives
Strategic
theme
Business
objective
Digital goal
Digital goal
Business
objective
Digital goal
Digital goal
Business
objective
Digital goal
Digital goal

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KPIs should cover the following:
• Marketing – awareness / lead generation / funnel
conversion metrics / advocacy
• Sales – revenue / profitability / quarterly and
yearly targets / product focus
• Customer success – upsell / retention / cross sell /
satisfaction
3) Develop KPIs for each goal
Don’t measure
everything

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Technology
PeopleProcess
4) Determine business system of record
CRM

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5) With sales agree on funnel stages and definitions
• What is a marketing qualified
lead and when should this be
passed to sales?
• What is a sales qualified lead
and when should it be
passed from an inside sales
person to an outside sales
person?
• What is an opportunity?

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6) With sales agree on lead scoring definitions
Behavioural scores Demographic scores
Align in the middle

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Jean- Luc Picard Who is he?
Works as head of digital
for an enterprise level
travel operator
Jean-Luc is 43 and has
held various senior digital
positions within the travel
sector.
He's passionate about all
things digital and
regularly blogs and speaks
at events.
Challenges
Is focused on delivering incremental growth
to his business. Success can be measured by
increasing conversion by a few % points.
Faces legacy technology issues, a siloed
approach to internal business functions and
slow pace of change.
Has already bought into the concept of
customer experience but needs help in
translating this into something that can be
actioned by his team
7) Define who you are targeting
Spock Who is he?
Works as head of marketing at a
manufacture that is a leader in
its field
Spock is 37 and has held various
senior marketing positions within
the manufacturing and B2B
sector.
He’s a keen on safe education,
having studies at the institute of
direct and digital marketing
Challenges
Spock works at an established
enterprise level company with
over 2500 employers. In spite of
that the marketing team has only
5 full time employees to cover a
global region.
He understands the value of
digital but is under pressure to
justify investment to management
as it is not seen as a direct
revenue contributor.
Needs help:
• Aligning digital with
business objectives
• Implementing a
strategy that
contributes real
world value

20. www.ratiopartners.co.uk/automationworkshop
8) Assess and map content to funnel stages and personas
Gap analysis:
• Where are you missing content in the
funnel?
• Do you have enough content for every
persona at each stage of their journey
(awareness, consideration, purchase,
advocacy)?
• Is your content shareable?

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9) Create content calendar

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Q&A
Get in touch with Mario Kyriacou:
www.linkedin.com/in/mariokyriacou
Mario.kyriacou@ratiopartners.co.uk
@mario_kyriacou
www.ratiopartners.co.uk
Marketing Automation workshop with Sitecore, 25th February,
London
To attend visit: www.ratiopartners.co.uk/automationworkshop