marketing automation in today's digital landscape

MARKETING AUTOMATION IN TODAY’S DIGITAL LANDSCAPE

Chicago AMA Marketing Tech/SMART October 21, 2016

Steve Susina – Marketing Director @ssusina

LEAD GENERATION

LEAD SCORING

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LYONSCG

WE ARE AN eCommerce

Digital Agency

AHApplicationHosting

ASApplicationSupport

DMDigitalMarketing

DSDigitalStrategy

XDExperienceDesign

EIeCommerceImplementation

STRATEGYGoals, Objectives & Plans

HOSTINGPlatform Hosting

DESIGNUser Experience& Visual Design

REALIZEImproving

Merchandising &Performance

BUILDeCommerce

PlatformImplementations

SUPPORTApplication &Infrastructure

Support

Client Services

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Problem/Need Awareness Considera3on Purchase PostPurchase

ExperienceLoyalty/Re-purchase

Perception of the Marketing Technologist’s Job

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Reality

Source: Forrester Research/Lori Wizdo

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From Selling to Facilitating Purchasing

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HOW BUSINESS USED TO SELL

•  Buy or Rent Lists

•  Sort by Region/Rep

•  Assign

•  Make Reps Spend Their Days Cold Calling

•  Profit

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Percentage of Buying Cycle Before Sales

It doesn’t matter which number is right, the point of agreement is that the customer has more control of their buying process

40%

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And its not just large purchases . . .

“Influence of Online Research Over Purchase Decisions Expanding Beyond Big Ticket Items” -- Radius GMR

Customer Buying Journey

Early Stages Middle Stages Late Stages Purchase

Create willingness to consider changing Status Quo

Consider alternative solutions (not vendor specific) Consider alternative vendors Commit, renew and

repurchase

Awareness/SEO Content Engagement Database

Social, Syndication, SEO Promotion, Event Sponsorship Content Marketing Development Events, email, Syndecated

Lead generation Marketing Automation &

CRM

Marketer Journey Orchestration

Print & Online Advertising

Webinar & Events

Demand Generation

Content & Marketing

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Thus, the need for Marketing Automation

Marketing Database Management

•  Integration with CRM

Website Tracking

Marketing Asset Creation & Management

•  Email

•  Landing Pages

•  Forms

Campaign Management

•  Including Triggered Campaigns

Analytics

Make it easy to deliver:

•  The right offers

•  Via the right environment

•  Using the right tools

To manage your:

•  customer data, marketing content, and sales engagement

To achieve

•  Identify prospects early in the buying cycle

•  Monitor and assist them as they move through the buying cycle

•  And turn them into paying customers

CustomerDatabase Marke/ng

ContentEngagementStrategy

Functional Capabilities Marketer’s Definition

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Personas Based on Demographic Analysis

We Really (Really Really Really Really) Like You. . . .

•  Geography

•  Industry

•  Size

•  Job Title/Function

•  Company Revenue

•  Product Use

•  Business Model

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Behavioral Analytics

They Like Us! They Really Like Us!

•  Visited our Website

•  Looked at our Pricing Page

•  Added items to a Shopping Cart

•  Opened one of our Emails

•  Clicked on it!

•  Signed up for a Newsletter

•  Registered for our event

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DYNAMIC CATEGORY 20 YEARS IN THE MAKING

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Marketing Automation Ecosystem

CAMPAIGN ORCHESTRATION

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UNDERSTANDING THE REVENUE CYCLE (OR LEAD LIFECYCLE)

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IDENTIFYING THE ANONYMOUS

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LEAD GENERATION IN THE REVENUE CYCLE

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QUALIFYING: UNDERSTANDING DIGITAL BODY LANGUAGE

WebPageVisits

FormFills

OpensSearches

Clicks

Social

Every Interaction gives us additional Demographic and Behavioral insights

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Which we then use to identify buyers who we want and who want us!

QUALIFYING: UNDERSTANDING DIGITAL BODY LANGUAGE

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Example: Nurturing Effect on Engagement:

Non-Targeted

Audience Acquisition Campaign

•  271,123 Email Invitation Messages delivered

•  14.1% Open Rate

•  1.1% Click through rate

TargetedEmails•  NurturingCampaign

–  4,585Messagesdelivered–  34.7%openrate–  12.9%clickthroughrate

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QUALIFICATION & ENGAGEMENT IN THE REVENUE CYCLE

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BALANCING DEMOGRAPHIC AND BEHAVIOR FOR QUALIFICATION

The More You Want Them, The Lower the Qualification Threshold

BEHAVIOR !

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QUALIFICATION IN THE REVENUE CYCLE

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SUPPORTING SALs, SQLs AND OPPORTUNIES

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ORCHESTRATING MARKETING THROUGHOUT

@ssusina #wineweb

USE CASE EXAMPLES

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New Customers Campaign

•  Ac3on:RequestCampaign:WelcomeEmailSeries1.  Calltoac3on:Welcome,NewCustomer!AddustoyourConnec3ons2.  Calltoac3on:CometoourWebsiteforVideocontent3.  Calltoac3on:SuggestedsellforaComplementaryProduct4.  Calltoac3on:SendaLeNertotheEditor,CEO,WriteaReview

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Long Cycle Lead Nurturing: Right Fit/Wrong Time

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Re-engage AWOL Customers

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Reduce Registration Friction

There is an inverse relationship between number of fields and number of completions Marketo Progressive Profiling Example

• Reducing form from 9 fields to 5 field significantly increased form completion rate – 45% improvement over baseline

Theoretically, if we have enough information we can we eliminate registration form altogether

• Data exists in MAP (Name, Company, Job Title, Phone, etc.)

• Activity is monitored (Clicks link in Email)

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CONTROL: EMAIL ! FORM

•  Select target list

•  Send Email

•  CTA direct to landing page

•  Landing page has Reg Form

•  Completed form represents registration for download or event

Conversion metrics at each step

•  Sent, Opened, Clicked, Registered

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One Click Registration Flow

•  Select target list

•  Send Email

•  CTA direct to landing page

•  Landing page is Confirmation Message

•  Marketing Automation

•  Codes the Link To The Recipient

•  Triggers registration on Clicked Link

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RESULTS: White Paper Offer

NormalRegistra/on One-Click

Sent 23,982 5,012

Opened 2,631(11.0%) 761(15.2%)

Clicked 589(2.5%) 73(1.46%)

Downloads 220(0.92%) 73(1.46%)

Rateofregistra/onabout1.5XBaseline

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RESULTS: Webinar Registration

NormalRegistra/on One-Click

Sent 81,503 25,369

Opened 88.9(10.9%) 1,858(11.3%)

Clicked 348(0.43%) 132(0.52%)

Registra3ons 128(0.16%) 132(0.52%)

Rateofregistra/on>3Xbaseline

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RESULTS: Infographic Download

NormalRegistra/on One-Click

Sent 9,367 10,608

Opened 1,730(18.5%) 1,855(17.5%)

Clicked 369(3.9%) 353(3.3%)

Downloads 29(0.31%) 353(3.32%)

RateofRegistra/on>10XBaseline

THANK YOU

LYONSCG is a premier eCommerce digital agency that empowers retailers, branded manufacturers and B2B merchants to realize their full eCommerce potential through strategy, design, technology and marketing services.