MARKETING AUTOMATION SEMINAR BERTRAND MAUGAIN. ez Systems

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1 MARKETING AUTOMATION SEMINAR BERTRAND MAUGAIN ez Systems

2 ez Marketing Automation Increasing Revenue Performance

3 ez helps optimizing digital experiences When content management meets Marketing Automation SLIDE 3

4 ez helps optimizing digital experiences When content management meets Marketing Automation Marke7ng Automa7on Enterprise Search & Discover Analy7cs, Test and Op7miza7on Experience Ready WCM Personalisa7on & Collabora7on ecommerce PlaEorms Customer Interac7on Management SLIDE 4

5 ez Marketing Automation Increasing Revenue Performance

6 Value of ez Marketing Automation Agenda Better control of your sales process Build Brand Loyalty and boost conversion Increase Customer retention Better focus and efficiency of Sales & Marketing teams - Aberdeen Group

7 Back in control of the sales process

8 The typical buying / decision process 3 main stages SLIDE 8

9 The buying process before Internet Prospects contacted businesses at the start of the buying process SLIDE 9

10 The buying process in 2012 Prospects contact businesses at the end of the buying process You are not in control anymore Competitors are few clicks away 83% of all B2B decision makers start their search online SLIDE 10

11 ez Marketing Automation is the solution Engage with prospects as early as possible Engage with prospects as early as possible SLIDE 11

12 ez Marketing Automation is the solution The right content for the right stage Give your prospects what they want ENGAGE with relevant content SLIDE 12

13 Build relationships & boost sales It is all about timing!

14 Sales is all about timing and relationships 97% of your current leads will not buy in the next 90 days because timing is not right SLIDE 14

15 ez Marketing Automation is the solution Capture the engagement and nurture the leads Lead Nurturing helps you build relationships Leads Scoring tells you when timing shifts to your advantage SLIDE 15

16 Another way to look at it : Pipelines Leak Source: Forrester, Best Practices: Improving B2B Lead Management Poor Strategy! Shotgun Processes! Lack of Technology!

17 Brand Loyalty & Customer Retention It is all about relevance!

18 Brand Loyalty & Customer Retention Continuous dialog with your different target audiences Relevant content marketing in the different stages of the buying process Dynamic content & experiences Keep the post sales dialog up Upsell & Cross sell Companies with best-in-class lead prioritization and scoring systems have a 192% higher average lead qualification rate than those that do not. - Aberdeen Group

19 Value Proposition Summary

20 Some facts MARKETING AUTOMATION + DEMAND GENERATION Forrester, Gartner, Aberdeen Group and Sirius Decisions report that best-in-class companies who invest in marketing automation and demand generation strategies achieve the following results: 150% increase in qualified leads 33% increase in close rate 49% increase in year over year revenue 16.5% higher campaign response rates and conversion rates 50% decrease in time to execute campaigns 85% decrease in cost per lead 33% increase in marketing ROI

21 Summary Value Proposition = Increase Revenue Performance Better control of your sales process Build Brand Loyalty and boost conversion Increase Customer retention Better focus and efficiency of Sales & Marketing teams - Aberdeen Group

22 Dynamic experience: campaigns live longer Personalized î Landing Page ì Web Experience following the marketing campaign - Net-Results

23 An example of campaign before the demo Invitation to a webinar, promotion or event for example SLIDE 23

24 Product Information / Demo

25 Lead Capture Know and track your visitors, from the very beginning Scan and track anonymous visitors Map with your web forms capture in ez Publish Enrich their profile, as soon as they submitted information to you Match wich directory information such as Jigsaw or Linkedin Follow what they have been doing on your site(s) 25

26 Lead Scoring Define your own scoring rules, score your leads automa7cally Define your own scoring: Activity Score Contact Score Engagement Score your own! Automatic Scoring based on your rules Check any time through the interface or trigger alert, campaigns or actions Decide when you consider a lead is ready and then pass it over to Sales and inject it in your favorite CRM! 26

27 Up to the bottom of the funnel Your sales will love it Keep tracking and nurturing your contact once taken care by your sales! Make the tool available to them in their favourite CRM Valuable insights in a click in yor crm, your Sales team will love it! 27

28 Unlimited Segmentation One size doesn t fit all Segment your visitors, contact and leads Based on criterias that makes sens to YOUR business and that can evolve: Website visit activity Contact attributes CRM attributes Lead scoring Geolocation, language, profile Marketing campaign engagement Optimize your online marketing campaigns or analytics on each segment 28

29 Nurturing and ing campaigns This is all about CONTENT marke7ng More than simple drip campaigns, program the interactions with your customer or lead in advance Keep it smart, adapt to his behaviour Maximize the value of your content Design these campaigns in a simple to use point and click environment And keep in mind this can be done per segment! 29

30 Intelligent Marketing It s 1-to-1 but it is also your global marketing tool! The only information that can make your ing perform is certainly the information in your contact database Maturity Score Interest Status... Manage your list and mailing/newsletter in the same tool and deliver better campaign! Fully automated self-service for list membership and removal. 30

31 Analytics & Reporting All the info you need on your automated campaigns Manketing Dashboard Classical ing reports (sent, opened, clicked, bounces) Opt Outs Segment and lead database reporting 31

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