Marketing AutomationUnderstanding the Basics.

Definition of Marketing AutomationMarketing automation refers to software platforms designed for marketing departments and organizations to

automate repetitive tasks. Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and

reduces human error. Originally focused on email marketing automation, marketing automation refers to a broad range of automation and analytic tools for marketing.[1]

The use of a marketing automation platform is to streamline sales and marketing organizations by replacing high-

touch, repetitive manual processes with automated solutions.

-Definition from Wikipedia

Ultimate Goal of Marketing Automation:

Live Your Life.

Hyped DefinitionEmail Marketing on Steroids.

There’s Something Bigger Going On

Where’s It All Heading?

3 Seismic Shifts Underway

1) Moving to Data Ecosystems

2) Becoming User-Centric3) Moving to Lead-

Conversion Mindset

1) Data Ecosystem—Moving towards Big Data

Benefits of Data Ecosystem

• Give the People What They Want: Allow use of best-of-breed applications that are the best fit for end users & staff

• Make Data Accessible:Collect data & “free it up” so that it can be aggregated and analyzed

What’s This Likely Mean to U?• Bigger budgets needed for the right

tools• Stop with the “it’s good enough” and

the “one day”• Staff that all have the basics in

understanding data, applications & reporting from a user-centric viewpoint

• Ability to shift work to being creative

2) Becoming User-Centric

• Really understanding segmentation:– Buyer Personas– Niche Groups to

Grow/Sunset/Nurture

• Processes that are created around the target segments

• Organizational discipline

User’s Journey Map

1

2

3

4

5

6

Customer Journey Map

BUYING PROCESS

DISCOVERY/RESEARCH (30-60 Days)

EVALUATION/COMPARISON (30-90 Days)

DECISION/PURCHASE (14-30 Days)

IMPLEMENTATION (14-21 Days)

SUPPORT/RENEW (Lifetime Average: 3

Years)

TOUCH-POINTS &

EMOTIONAL RESPONSE

CUSTOMER THOUGHTS

OVERALL CUSTOMER

EXPERIENCE

CUSTOMER GOALS

Easily find information & resources online to help educate our organization on best practices.

Customer Expectations

Customer Experience Journey

Vendors have information online about their solutions, pricing and differentiation.

Can speak to customers in our industry about their experience.

Documentation is available and clear regarding install.

Online support community, FAQ; service-level-agreement.

Why isn’t there more info available online for solutions for our industry?

Do we have budget for this project? How long will this take to implement? Who are the key players in the market? What are our competitors doing about this?

What are our requirements? Do we need to do this now? Who should be on our short-list of potential vendors? What features and functions are available? How will this integrate with our existing infrastructure? What do industry analysts think of each vendor? How do I build the business case for this purchase?

Will this vendor be around in 5 years to support us? What is the expected ROI/TCO for this program? What does post-purchase support look like? Are there any options for payment terms? Will we be locked into a long-term contract? Are there any reference customers in our industry?

Why don’t you contact us before auto-renewing our account?

I have to wait on hold WAY too long to speak with a customer support rep.

Why do I have to pay extra for support? Can we get a discount for a 3-year deal?

How do we need to staff this program? What is timeframe to go-live? Where are the support documents? I thought the implementation would be

easier than this! Our business users better adopt this.

Pleased

Satisfied

Upset

1. Learn best practices for top companies2. Find information & resources that help educate

and prepare company for a new project

1. Build Business Case for formal project approval2. Determine requirements and short-list of vendors3. Create RFP and invite vendors to present solutions

1. Determine ROI/TCO for project2. Select a vendor to conduct pilot program3. Negotiate contract with favorable terms

1. Get timely resolution to support requests2. Minimize price increases at renewal

1. Get system up-and-running2. Integrate other applications3. Train users and drive adoption

1

4

2

311

6

10

512

Pleased

Satisfied

Upset

16

Recommendations

IDEAS TO IMPROVE

Provide industry ‘solutions’ and case studies on corporate website.

Create business case template for buyers to use Don’t assign to sales so quickly

Develop an RFP and buyer’s guide to facilitate buying process Simplify demo to reduce stress and anxiety License Analyst firm research study or vendor profile Reduce number or frequency of nurturing emails

Get SAS70 certification to remedy security concerns

Build ROI/TCO calculator to facilitate buy-in Consider monthly billing with no contract option

Audit customer support resolution times Develop a service-level-agreement that aligns to

our brand promise of efficient service.

Improve implementation guide and AP documentation I for custom integrations

Build “Quick-Start” consulting offering

Online Research – Pleased to Find Info (Google Searches, Analyst Firms, Blogs, Tech Reviews, etc.)

1

Website Visit - Excited to Get Resources (Sign Up to Get Content - Video, Webinars, Whitepapers, Case Studies, etc.

2

Call from Sales Representative - Annoyed Typically annoyed as not ready for sales call, ask to be called back in a few months.

3

Live Chat with Us – Disappointed Initial questions answered promptly, but wish we would reveal pricing on live chat.

4

Talk to Other People – Get Excited About Us (Find Facebook Fans, Twitter Followers, LinkedIn Connections, Quora Answers, etc.)

5

Product Demo with Sales – Overwhelmed (Happy with product but get stressed out that they are not ready to start this initiative yet.

6

Lead Nurturing Email Campaign – Upset Feel they get too many emails from us too soon and 20% unsubscribe from all emails from us.7

Speak to Analyst Firm – Reassured Re-engage with us happily once they have assurance from reputable firm.

8

7

8

Get Buy-In from CFO – Stressed Don’t know how to predict ROI/TCO and we don’t help them much.

9

Select Vendor – Relieved(After many demos and internal meetings, happy to select a vendor.

10

Negotiate Contract – Conflicted Want to get best possible pricing but don’t want to sign a multi-year deal.11

9

Kick-Off Call – Excited Enthused and ready to get project going.

12

Phase 1 – PleasedWork with customer success team to get phase 1 launched.

13

Integrations – Disillusioned Disappointed that integrations are more costly than anticipated.

14

13

14

Support – Satisfied Getting help but want faster response time.

15

Renewal – ContentUnhappy with price increase on renewal but happy with added features and value.

16

15

3) Moving to Lead-Conversion Mindset

3) Lead Conversion Mindset

• Separates lead generation between new and loyalty programs

• Intensely data-driven• Experimental in nature• Strategic use of discounting• Deep understanding of

segmentation and campaign-driven (not mass market)

How Do You Get Started? What’s It Really Look Like?

Planning is Everything

in Marketing

Automation

Examples of MA Campaigns

• Welcome New Members• Renewals • Birthdays/Anniversaries• Event Marketing• Publications• Continuing

Education/Certification Program Marketing

• Reward Programs

Welcome Programs

Modify HTML/Text/Mobile

Win-Back Campaigns

Keys for Marketing Automation:1) Change in mindset!2) Well-defined audience3) Well-defined campaign4) The right tools for

automation & reporting5) Discipline

Ultimate Goal of Marketing Automation:

Live Your Life.

November is Automation Month!

• 11/18: Multi-Touchpoint Messaging• 11/19: Automating Re-marketing of

Content• 11/25: Automating Social Marketing

• Register: HighRoad/Resources/HighRoadU