Marketing Automation. Peter Yeung // London, UK, 20 June 2013

Transcription

1 Marketing Automation Peter Yeung // London, UK, 20 June 2013

2 Image: EPiServer Not Tom Peter Yeung Director of Business Development

3 Source:

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5 Marketing automation is a platform that supports the marketing process, enabling targeted communications that nurture leads until they are sales-ready, better management of marketing programs and ability to measure marketing impact on revenue. Econsultancy

6 What does Marketing Automation do? Streamline marketing Nurture leads Unify marketing & sales Link marketing activities to revenue Bild:

7 Typical Features Tracking Campaign Management Lead Nurturing Marketing Landing Pages Lead Scoring CRM Integration Reports & Analytics

8 Did someone say Marketing?

9 Conversions Visitors Conversion rate 1% 2% 1% 2% Conversions

10 $328 M $525 M $750 M Source: RAAB Associates,

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12 Right Message, Right Audience Andy Betts Econsultancy.com

13 Social media visitor Competitor Job seeker Customer Journalist Supplier

14 Context - the sum total of what is known about an individual along with what he or she is currently experiencing Julie A. Ask, Forrester

15 Adapting to the User Journey Referring URL IP address Device type Cookie User arrives at site

16 Adapting to the User Journey Referring URL IP address Device type Cookie Segmented by Geography Demography Channel Referring site History Completed forms Interests Social Info Behavioral info User arrives at site Visitor is added to a segment

17 Adapting to the User Journey Referring URL IP address Device type Cookie Segmented by Geography Demography Channel Referring site History Completed forms Interests Social Info Behavioral info Content adapted for visitors in segment User arrives at site Visitor is added to a segment

18 Channels or Silos? Web Mobile Tablet And what about other Digital Marketing technologies? Analytics CRM DAM E-Commerce Portals Search Social Media User Generated Content

19 Digital Ecosystem CRM Analytics Web Site

20 Digital Ecosystem How do you drive traffic? Organic search? Paid search? Display ad? Social? Blog? Can you manage the site? Can you personalize the experience? CRM?? Web Site Analytics? Is the CRM connected?

21 Digital Ecosystem Analytics Landing Pages CRM Analytics Web Site

22 Digital Ecosystem Landing Pages? Analytics How do you drive engagement? Is CRM connected? Do analytics tie?? CRM Analytics Web Site

23 Digital Ecosystem Analytics Landing Pages Analytics Mobile Site CRM Analytics Web Site

24 Digital Ecosystem How do you handle mobile traffic? Analytics Can you reuse content? Landing Pages Do analytics tie? Analytics? Mobile Site? CRM Analytics Web Site

25 Value of Digital Marketing Ecosystem Great experience that drives loyalty and lifetime value Build knowledge of your digital visitors Who consumes what content, when, and why? How can you understand their place in a journey? Same message on all channels The best brands are ruthlessly consistent Personalize and Contextualize across channels Consumers expect to find content immediately And formatted for their device of choice Systems must work together!

26 How long time to ROI?

27 54% Has started or completed implementation of MA 17% Intend to begin Source: 2011 B2B Marketing Benchmark Report, MarketingSherpa

28 The Need Silverpop wanted to fully integrate their website content, Silverpop Engage, and Salesforce Visitors Personalized experience Dynamic content Progressive profiling Marketers Easy to update content Controls had to be fully accessible Minimal technical resource involvement post launch Developed by 28

29 Integration Solution EPiServer CMS How can we integrate these different systems? How can we leverage these systems to personalize the customer experience? 29

30 User s Experience of Integration Step 1 User visits the site Step 2 User participates Step 3 User engages

31 Meet Our Users Visitor Roy Chief Marketing Officer at a web development company Works in Chicago Current Silverpop customer Interested in improving marketing automation on website Visitor Caitlin marketing specialist with a B2C retailer Works in London Not a current Silverpop customer Interested in comparing her performance against industry benchmarks

32 Step 1 Users Visit Site

33 Step 1 Behind the Scenes Cookie Session ID Visitor Status: User visits site We know little about the user at this point except standard analytics information System drops cookie on user s machine Session ID is created on the server

34 Step 2 Users Participate High Tech Retail & E-Tail User interacts with website, providing information and immediately receiving a personalized experience.

35 Step 2 Behind the Scenes Visitor - First name - Industry EPiServer Personalization Status: Visitor enters first name and selects industry on web site EPiServer maintains a session profile on user (visitor groups) Marketing CMS user has selected relevant content for these users EPiServer delivers dynamic content based on industry selection

36 Step 3 Users Visit Clients Page

37 Step 3 Users Visit Clients Page High Tech Retail & E-Tail A very different experience based on industry selection

38 Step 4 Users Download Whitepaper High Tech Chicago Retail & E-Tail London User provides information to download a Whitepaper, including location.

39 Step 4 Behind the Scenes Cookie Visitor Completes form Silverpop Engage Salesforce Status: User clicks on whitepaper download Completes form User session data sent to Silverpop Engage Silverpop Customer ID dropped into user cookie Silverpop Engage data syncs with Salesforce

40 So what do we know now? First Name Last Name Company Country State Industry Interest Behavior 40

41 Step 5 Users Visit Events High Tech Chicago Retail & E-Tail London User visits the Events page, where information is presented to the user based on their provided and now saved location.

42 Step 6 Complete Conversion High Tech Chicago Retail & E-Tail London User completes conversion, contacting a personalized Silverpop sales rep with their information pre-populated in the contact form.

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44 Image: Sesame Street,

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46 Peter Yeung Director of Business Development +44 (0) Thank you!