One size never fits all: Integrating your technology wisely
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What does a truly connected MarTech stack look like? With increasing pressure for marketers to incorporate best-of-breed automation, personalization, and machine learning tools into their everyday strategy, the sheer volume of integration options out there can feel overwhelming.
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One size never fits all: Integrating your technology wisely
- 1. 1 One size never fits all: Integrating your technology wisely 11 April 2018
- 2. 2 • You can hear us, we can’t hear you • There will be time for questions at the end • We are recording the webinar and we’ll send you a follow-up • Join the conversation on Twitter: @adestra #adestrawebinar Welcome
- 3. 3 About Adestra • 13 years in the email and marketing automation space • Empowering marketers to achieve their goals and maximize their ROI • Founded on the principle that marketing success takes more than great technology • Software AND a Service®
- 4. Claire Barnes Content & PR Manager Rob Amos Strategic Partnerships Manager 4 Meet the speakers
- 5. With increasing pressure for marketers to incorporate best-of-breed automation, personalization, and machine learning tools into their everyday strategy, the sheer volume of integration options out there can feel overwhelming... 5
- 7. 7
- 8. Seamless data and analytics integrations to help you leverage all the data you have about your subscribers across your martech systems. 8 What is Connected Tech?
- 9. Using homegrown technology or tools for marketing functions rather than third- party software solutions. 9 Dark Martech 51% of mainstream marketing professionals have fragmented approach to martech
- 10. Using homegrown technology or tools for marketing functions rather than third- party software solutions. 10 Dark Martech 64% cite lack of skills and utilisation as a reason preventing martech investment
- 11. 11 Dark Martech
- 12. 12 #FOMO
- 14. 14 ..and automation strategy… Post-purchase satisfaction/ cross-sell Nurture program Ratings & Reviews Develop abandon basket programs Anniversary of purchase Replenishment Personalised BAU emails Welcome Program Favourites Program Welcome Convert Nurture Loyalty Re-activation Browse abandon £ Winback Re-engagement Re-permission Editorial/blog content
- 15. 15 …to your data Print Advertising Catalogue Order forms Return cards Product packaging POS Email Transactional Sister brands Mobile SMS Apps Social Facebook Twitter Pinterest Instagram LinkedIn Blogs Partners Call Centre Inbound Outbound In-Store Till receipts E-Receipts Opt-in form iPads Return cards POS Offers Competitions Web Quick sign up Registration process Purchase process Display Events Conferences Trade Shows Demos Courses Competitions
- 16. 16 Over 75% of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns
- 18. Attract Convert Measure Nurture 18 Answering the right questions
- 19. Attract Convert Measure Nurture 19 • How do you acquire your customers and consent? • What registration tool do you use and how does this data flow? • How are confirmation emails triggered? Which platform do you use? • What other platforms capture information? Answering the right questions
- 20. Attract Convert Measure Nurture 20 • What information do you hold about your customers? • Where is it held? • What analytics/lead scoring tools do you use? Answering the right questions
- 21. Attract Convert Measure Nurture 21 • What analysis do you do of your data? Do you use a BI system? • Where is it held? • How is this information used in email? How is this imported? • How can you export email data to leverage a SCV? Answering the right questions
- 22. Attract Convert Measure Nurture 22 • What is the customer journey? What are the different touchpoints with your company? • Where is this information held? Is there a central view? • What is the dataflow between different systems? Answering the right questions
- 23. 23 Automated email campaigns account for 21% of email marketing revenue
- 24. 24 Leveraging broad customer related data from your whole ecosystem: • behavioural data, such as location, time, device • email metrics • demographic and preference • purchase history What is First-Person Marketing?
- 25. 25 To enable prediction, testing and refining to achieve and increase: • efficiency (e.g. saving time, money and resources) • intelligence (e.g. 121 first-person communications) • performance (e.g. revenue growth or defined conversions) What is First-Person Marketing?
- 26. 26 It’s a fundamentally different approach to email marketing... Bring clarity to complexity by leveraging email to drive successful first-person marketing What is First-Person Marketing?
- 27. 27 From an article today on Raconteur… Content remains king Compelling content is required to enhance digital experiences, and your business teams need to create that content as they understand your products and offerings better than anyone.
- 29. 29 Looking for new vendors Key questions to ask before talking to tech vendors 1. First, figure out “must-haves” versus “nice to haves” 2. What’s the mobile plan? 3. What customer service and resources does the vendor offer? 4. What integrations or data flows will you need with this vendor? Ultimately, you will need to cut through the clutter.
- 30. 30 AI…?
- 31. A group of technologies that marketers use to execute, analyse and expand their marketing activities - from marketing automation to data enrichment and analytics. 31 Marketing Stacks
- 32. 32 API – list selections Data Sources Direct Integration – registrations, abandoned form Campaign Data (custom report) ESP Events Database Adestra Forms Newsletter Sign ups Main CRM Database Selection Tool BI System
- 34. 34 Tech Methods Bulk import CMS content import XML template feed API pushes ‘Event’ exports Transactional / relational feed Analytics tagging App connection tools
- 35. 35
Notas del editor
- For over a decade, Adestra has been empowering Marketers to achieve their goals and maximize their ROI. We were founded on the principle that marketing success takes more than technology, and that’s why customer service is at the heart of our business. We’re not just Software as a Service, we’re Software and a Service
- I’m Claire, I’m our Content & PR Manager responsible for the delivery of these monthly webinars. Rob is our Global Strategic Partnerships Manager here at Adestra, with 20 years’ experience in the industry and a wealth of experience in software integrations and the changing martech landscape. Over the next half hour or so, Rob will be guiding us through the process of integrating wisely, looking at example stacks and flows, and identifying the questions you should be asking to make sure your latest integration truly is best-of-breed. [Hand over to Rob]
- PECR (ePRIVACY) are the rules governing the sending of unsolicited marketing via electronic means such as email to individuals 25 May
- Most common conversations are based on these challenges
- Most common conversations are based on these challenges
- Most common conversations are based on these challenges
- Most common conversations are based on these challenges
- Most common conversations are based on these challenges
- Don’t say: - Barking up the wrong tree - Paws for thought