B2B Marketing Automation Briefing

Transcription

1 B2B Marketing Automation Briefing Dr Dave Chaffey June 2014 supported and sponsored by CommuniGator

2 Document Contents Sponsor foreward 3 Introduction to the power of Marketing Automation 4 The business benefits of Marketing Automation How widely is Marketing Automation being used? 10 key features and benefits of B2B Marketing Automation 8 Selecting a Marketing Automation system 14 What makes Marketing Automation for B2B marketing different? 10 essential requirements for Marketing Automation services Vendor compatibility and support quality evaluation marketing platform capabilities Resources 22 About Smart Insights Expert Membership 23 2 B2B Marketing Automation Briefing

3 Sponsor foreward Marketing Automation seems to be the buzz word in the industry at the moment and one of the hottest topics in B2B marketing over the last 12 months. However if your CEO walked into your office tomorrow and said what are we doing about Marketing Automation?, what expression do you think I would find upon your face? A bewildered expression or the look of a knowing marketer who s done their homework and is ready to seize the opportunity to get a supporter for a much needed investment in your marketing approach? In most cases, the people I talk to generally have a bit of a bewildered look upon their face. This isn t surprising considering the amount of differing opinions on what Marketing Automation actually is. At our best practice seminars we hold throughout the UK, I must have heard over 50 varying, and in some cases intriguing, definitions. Interestingly, according to Google Trends, searches on Marketing Automation have doubled in the past two years. Yet Marketing Automation software has been around for quite a long time (Google Trends goes back to 2004 when the term was at its peak) and as a consequence it is no wonder why there are so many opinions on what is actually is... So I hope you find the report really useful and interesting; and that it will cleared up any doubts you have about what is possible Marketing Automation. If you want to discuss the topic further (or see our amazing platform) please contact me on the below. I look forward to hearing your opinions and comments! Lee Chadwick, MD, CommuniGator Lee regularly speaks at our own marketing best practice seminars, trade shows and industry events. If you would like Lee to speak at your event or conduct a half or full day seminar for your organisation drop him an . lee.chadwick@communigator.co.uk CommuniGator is one of the leading Marketing Automation software providers based in the UK. Established in 2005, the core platform functionality now offers Marketing Automation, a HTML editor for designing your s, templates, responsive design, dynamic groups based on behaviour, lead and page scoring, integration with the leading CRM platforms, an event and survey management suite, robust reporting and so the list goes on For Marketing Automation we re able to track prospect activity across the web pages they visit on your website and the content they consume and take action against. This means you can build up a really detailed profile of who has done what. CommuniGator Ltd 3

4 Introduction to the power of Marketing Automation As a marketer working in business-to-business marketing, you will want to increase leads and sales, understand your business audiences, serve relevant communications and create a compelling experience across different customer touchpoints between your brand and audience. This is a huge challenge today, particularly in B2B marketing since there is a range of audiences and touchpoints. At the same time, your resources are limited and you are under-pressure to increase marketing qualified leads and repeat business. Today, many marketers are turning to Marketing Automation as an approach to manage and improve complex communications across multiple touchpoints. What is B2B Marketing Automation? Marketing Automation enables businesses to automate tasks in the marketing and sales process to make the process of generating new business more efficient and effective. Marketing Automation is best understood through the customer lifecycle from prospect to sale. The diagram below shows how Marketing Automation supports key B2B marketing activities. Key Marketing Automation capabilities are: 1. Automatically build marketing lists using landing pages offering content assets to profile subscribers. 2. Automatically welcome prospects with relevant messages; appropriate personalized messages on the business website and remarketing to maintain interest via publisher websites. 3. Automatically review interaction with messages and content and segment intent to purchase based on lead scoring. 4 B2B Marketing Automation Briefing

5 4. Automatically follow-up with additional prospect nurturing messages which help qualify purchase intent. 5. Automatically pass Marketing Qualified Leads to Sales. 6. Automatically encourage customer loyalty and social media advocacy using ongoing personalized messaging to deliver engaging promotions and content. We have prefixed each of these activities with automatically since that s the intention of Marketing Automation, to minimize the cost of human interaction. About this briefing In this introductory guide, we will help you review how to best apply Marketing Automation to marketing in your business. We will explain the different functions available in Marketing Automation, their benefits and outline how to select the right type of solution for you. If you re looking for more detailed advice on best practices in implementing Marketing Automation systems, see our companion guide for Expert members of Smart Insights on Marketing Automation best practices. How is this guide structured? In the first section we will introduce the concept of Marketing Automation, review the benefits and show how it relates to other concepts like ESPs and E-CRM. The main part of the report will review the key features Marketing Automation features you should assess from different vendors when selecting a solution. About the author Dr Dave Chaffey is a consultant, author and trainer specialising in digital marketing. He started giving courses on marketing in 2001 and still advises on marketing as part of training and consulting. He wrote Total Marketing in Dave is author of 5 bestselling books on Ecommerce including Digital Marketing: Strategy, Implementation and Practice and Emarketing Excellence has been recognised as one of 50 marketing gurus worldwide who have shaped the future of Marketing. Smart Insights Today he is the editor and co-founder of Smart Insights ( a digital marketing advice site that helps businesses manage their online marketing activities to compete more effectively through practical guidance in Templates, Ebooks, Video Training, free blog posts and the weekly Emarketing Essentials newsletter. CommuniGator Ltd 5

6 The business benefits of Marketing Automation The potential of Marketing Automation is all about increasing relevance of communications from businesses to their prospects and customers across today s different integrated communications channels including , web and social media. In business-to-business, traditional communications via phone, face-to-face and direct mail remain important in many sectors. In B2B, Marketing Automation helps with lead scoring to highlight hot prospects to sales as prospects interact with a brand through web, and social media. So, Marketing Automation offers businesses potential to deliver more relevant communications that increase conversion rates with contacts to increase leads and sales. Marketing Automation enables businesses to automate customer communications activities as part of the marketing and sales process. The use of Marketing Automation services makes new, more sophisticated, processes and relevant communication and experiences possible across a range of touchpoints over the customer lifecycle. More relevant experiences and offers promise an increase in returnon-investment from customer communications and increased efficiency in marketing teams with time savings from manual campaign activities. Marketing Automation is part of an evolution from earlier CRM, marketing and web personalisation systems as shown in the table. Technology solution Initial functionality focus Current functionality trends Customer Relationship Management (CRM) Service Provider (ESP) B2B Marketing Automation Sales Force Automation with limited marketing functionality marketing in Enewsletters and campaigns Management of all customer touchpoints Integration with ESPs Focus on Marketing Automation Automated behavioural s Dynamic content Website integration Social campaign integration Evolving as for ESPs plus: IP-lookup identification of prospects Lead scoring Predictive analytics A mere 10 years ago, no CRM or platform vendor could claim they had automated much of the marketing function. Lead scoring was something rarely used by B2B marketers. Today, a new generation of Marketing Automation products are designed to discover future customers, gain insight and present marketing actions. Today, the possibilities of automating the marketing function are vast and software is available and becoming more and more affordable. Best practice tip 1 Define your priority for functions required carefully You can see there has been a blurring of functions across CRM, ESP and Marketing Automation systems, so what is important for businesses to understand is not the category of service, but the relevance of the functions available in any given system to improve communications to boost leads and sales. 6 B2B Marketing Automation Briefing

7 How widely is Marketing Automation being used? Marketing Automation platform providers no doubt see a big opportunity since research often shows surprisingly low levels of adoption of marketing adoption. I recently chaired a roundtable for RedEye and TFM&A exploring the benefits and adoption where we reviewed this new research that showed that across different sectors, the level of adoption remains at 50%. This mirrors results from the Econsultancy-Adestra marketing census which has shown a low-level of adoption of automated sequences, one of the key features of Marketing Automation. The data shows that other than automated response to website sign-up welcome s, fewer than half of businesses are using most types of automated s. CommuniGator Ltd 7

8 10 key features and benefits of Marketing Automation The best way to understand what Marketing Automation can offer, is to review the different features available in Marketing Automation and consider how these can benefit a business. You will see that many of the automation concepts are not new, for example, automated sequences, a key feature of Marketing Automation have been available for at least 10 years in many capable Service Provider platforms. An example of an automated sequence is a welcome programme where a series of s are sent to new subscriber such as a prospect or sequence. According to research by the Aberdeen Group 1, the three most important general business benefits of Marketing Automation and reasons to implement Marketing Automation software are: 1. Generating more and better quality leads 2. Improved marketing productivity (cost and time savings) 3. Improved conversion and response rates 1 Aberdeen Group Product and Services Mix Drives Sales and Marketing Automation Trends 8 B2B Marketing Automation Briefing

9 Let s now look at more specific benefits of Marketing Automation for business-to-business from a features point-ofview. We have simplified the many options available to 10 key features for you to review. Feature #1 Automated personalised messaging sequences featuring dynamic content and response assessment. This includes the welcome sequence to prospects or customers for example. A more advanced welcome sequence will include dynamic content in panels with relevant creative targeted for different segments. This is one example of how Marketing Automation can include communications across the lifecycle. What are personalised lifecycle messaging sequences? These are sometimes known as behavioural or event-triggered s since messages are automatically sent based on events that trigger them such as completing a lead capture form. We say lifecycle messaging since they can also include SMS or sales follow-up contacts at any point in the customer lifecycle, not just lead generation. The opportunities for using personalised B2B lifecycle messaging in the context of the Smart Insights RACE planning activities include: Reach Act Convert Engage Advertising and sponsorship on third-party sites and content Remarketing Autoresponses Welcome sequences Product recommendation s Remarketing s from sales team Customer welcome sequences Customer loyalty Customer reactivation Customer service and research Traditionally, messaging is via , but contact may also be by mobile SMS, app push notification, social media messages or voice. The messaging service should assess response and interactions generated at the individual level to help with future follow-up. Benefits of this feature: Increased response from personalized content and timing which is in the context of the audience need. Follow-up conversion communications by web, or person based on intent shown by interacting with messages. Reduced ongoing cost of creating new campaigns, since these sequences just need to be optimized, not recreated from scratch. CommuniGator Ltd 9

10 Feature #2 Web and mobile personalisation and response assessment. Relevant, contextual messages can also be delivered to prospects and customers via personalized panels as they browse desktop and mobile sites and apps. Again, response to personalised creative and offer should also be monitored for assessing intent to purchase and subsequent follow-up. Automated s can potentially become much more relevant if they re based on actions that consumers take on a site. For example searching for a product or browsing a product category are ripe for follow-up s if a purchase doesn t occur. Benefits of this feature: Relevant contextual offers and calls-to-action delivered to different types of audience on website across different pages can increase response as leads and sales. Can help lead qualification since we can record who has clicked on what? Feature #3 Lead capture through forms on landing pages. Marketing Automation systems enable prospect or customer details and profile information to be captured through online forms. Encouraging the consumer to complete the form is usually in return for access to free content such as a whitepaper download or a webinar. Benefits of this feature: Lead forms on landing pages are technically relatively easy to implement, but they should be optimized through time, so check that your system supports optimization of landing pages. Follow-up and web-based messages reduces the cost of follow-up. Best practice tip 2 Check for options to test landing pages Review options in Marketing Automation to test and improve landing pages using AB and multivariate testing. Separate services such as Unbounce, Optimizely and Ion Interactive can be used also, so check integration options for these with Marketing Automation services. A related feature available in some B2B marketing systems is Reverse IP-based website visitor look-up. This is powerful since potentially a B2B marketer can assess the level of interest a particular company has in its product or services. 10 B2B Marketing Automation Briefing

11 It can show: Named individuals accessing a website Their source of visit The pages and content types they are viewing Multiple accesses from a single company What is reverse IP-based website visitor look-up? The names of companies and individuals browsing a website can be revealed using the IP address of the network access point they are using to browse the web. Feature #4 Lead Scoring. This is a key aspect of B2B lead management, it involves assessing customer likelihood to purchase based on their disclosed preferences, e.g. through a form and analysis of purchase intent based on their behaviour, e.g. the types of content and frequency of access. Lead scoring capabilities are a vital requirement within online B2B marketing, since finding the highest quality leads which warrant follow-up can be time consulting. What is lead scoring? In practice it involves assigning a score to a site visitor based on their profile fit based on information filled in on a form and their activity or intent. All digital assets should be assigned a weighted score to gather the full intention of a visitor. Even if the contact name isn t known, the organisation can be scored based on pages viewed. Benefits of this feature: Lead scoring helps business focus on the prospects who are most likely to convert to valuable customers. Lead potential will vary through time, so progression of visits through the lifecycle can be assessed. Feature #5 Lead management and sales workflow. Human intervention to contact prospects is involved in many businesses selling high value products which are complex decisions for purchasers. Marketing Automation enables information about prospects to be passed and prioritised for action using a workflow. CommuniGator Ltd 11

12 Benefits of this feature: Sales staff can be automatically assigned prioritized marketing qualified leads to follow-up on without discussion with marketing. New information about customer intent as they browse the site or click on s can be automatically updated to the customer record. Feature #6 Campaign management. Management of marketing campaigns at a higher-level of planning can also be a feature of Marketing Automation systems. This generally involves scheduling of automated messages, but it can also include scheduling of the launch of content and paid media for different waves of a campaign on a campaign timeline. It will still be common to set up solus campaigns, which are not strictly Marketing Automation, but the platform will be required to select a segment, define creative and send. Benefits of this feature: Campaign management offers better planning and time-savings through faster campaign deployment and reduced errors. Feature #7 Social media integration and personalisation. Social media are another key customer touchpoint today both on desktop and mobile. Traditionally, social media status updates are more difficult to personalise, but the use of social sign-in makes it possible to integrate social media with data capture from traditional CRM. Benefits of this feature: Encouraging social sharing of content and positive comments is a modern form of word-of-mouth marketing, potentially with a viral effect. Advocacy can happen at a relatively low cost. We can use social media to target prospects, for example through remarketing. Feature #8 Social media integration and personalisation. Where purchase occurs online, at a checkout in-store or by phone, these transactions should also be integrated into the Marketing Automation system. Although these are relatively rare in B2B marketing of services, this is relevant in B2B retail. 12 B2B Marketing Automation Briefing

13 Feature #9 Customer service management. The core focus of Marketing Automation is managing outbound communications like s and phone contacts. But there is also scope for automating delivery of inbound customer service both for prospects and customers. This can include routing of inbound customer enquiries from contacts forms and phone. The creation of online web self-service desks which can also help here since this can help customers find the product information they need and so reduce the need for other forms of contact. Benefits of this feature: Lower cost-to-serve. Potentially higher customer satisfaction with experience. Feature #10 Integrated customer and campaign intelligence and analytics. Gaining a 360 degree customer view has long been the aim of CRM systems, and this requirement is at the heart of Marketing Automation too. Customer information including data on their profiles, behaviours across all channels and touch points, campaign response and sales all needs to be integrated. Often centralisation into a data warehouse will be the aim with Big Data techniques promising creation of insight to improve targeting. Benefits of this feature: New insights from data analysis can improve relevance and so response from future campaigns. Time savings and error reduction since staff waste less time finding information about customers. CommuniGator Ltd 13

14 Selecting a Marketing Automation system: What to watch for? In the previous section we introduced the 10 key features of Marketing Automation systems. To select the best system you need to think about the suitability of these features to how a business marketing and sales currently works and how these processes can be improved. So in this section, we will explore specific issues to consider for each of the features we looked at in the previous section. We have simplified selection to 10 key features or areas of functionality to review using a similar selection to the previous section. Before we look at the 10 requirements to review, we need to consider specific challenges of B2B marketing and how Marketing Automation can support these. What makes Marketing Automation for B2B marketing different? Many Marketing Automation systems are aimed at working across different types of market and industry sectors. But many business markets tend to be quite different. Marketing Automation for B2B marketing often needs to support: 1. More complex buying decisions. There are typically more people involved in the decision for buying business products and services, particularly those which are more expensive so the purchase must be carefully evaluated, justified and authorization made. You will know that the B2B buying unit may include a user, specifier and authorizer as a minimum. Some business markets involve a wide range of products or services for different business sizes or sectors. Implications: Personalisation of content and messaging for different decision makers or personas should be relatively easy to implement either through specific messages for different types of people or dynamic content insertion into standard messages such as newsletters customized for the decision maker. Personalisation of content and messaging for different business sizes and sectors. Engagement of different decision makers in the buying unit of a company should be relatively quick to review. 14 B2B Marketing Automation Briefing

15 Best practice tip 3 Define relevant messages and content for Buying Personas Relevant content for different buyer personas can be delivered via web and . See the Smart Insights Persona Toolkit for more detail on specifying different business personas. 2. Longer-buying cycle. Decisions to purchase will often take months rather than days or weeks. Implications: Identification of signals on progression through the purchase funnel from awareness to intent are useful to help prioritization. Lead scoring and alerts about changes in lead score value is a used for this. Support for the workflow needed to contact different decision makers is needed. Attribution of the contact points which influence lead and ultimate sale are needed to learn which communications should be prioritized in future. 10 essential requirements for Marketing Automation services To select the Marketing Automation service that works best for your business, it s essential to write down your requirements in detail and then compare different vendors on this basis. We recommend scoring each vendor on these factors. This research 2 shows that purchasers of Marketing Automation who were happiest with their solution evaluated ongoing feature breadth and ease of use rather than more technical integration criteria. 2 Customer Experience Matrix: Marketing Automation Satisfaction research CommuniGator Ltd 15

16 We will now run through the 10 key requirements to review for Marketing Automation systems. These are highlevel functional requirements, but for each we have highlighted some of the detailed issues to consider when reviewing different vendors. Best practice tip 4 Reviewing Marketing Automation service suitability We recommend you define a practical test use case for each of the key marketing and sales processes supported through Marketing Automation such as setting up an sequence, adding dynamic content, web personalization, lead scoring, assigning hot leads for follow-up and so on. You will also need to develop a more detailed checklist for some of the technical features, particularly related to marketing covering hygiene factors such as getting s delivered and making sure they work on mobile devices. It helps to use a scoring grid where each feature is weighted by importance and score. So, for example, ease of setting up sequences may be more important than social sign-in which receives a lower weighting. Requirement #1 Automated personalised messaging sequences featuring dynamic content and response assessment. Key issues to consider when selecting a Marketing Automation service: Ease of use in specifying sequences of messages based on rules (for example, is this possible through a drag and drop interface showing sequence of leads and sales). Ease of personalising dynamic content for different audiences (how are IF THEN Else rules for dynamic content insertion defined in the service including branching and skip options including different segment selections). Range and quality of pre-built template types for different goals and their technical quality (e.g. are they effective on mobile devices?). Options for reviewing and optimizing the effectiveness of s (through an inbox preview service for example). Requirement #2 Web and mobile personalisation and response assessment. Key issues to consider when selecting a Marketing Automation service: Range of formats for personalized messages, e.g. banner, hybrid text blocks, pop-ups and other interruptive features. Ease of integrating messaging formats into different page types, e.g. through tagging. Options for personalization on mobile platforms. Analytics showing effectiveness of personalization across different page types and formats. 16 B2B Marketing Automation Briefing

17 Requirement #3 Lead capture. In online B2B marketing there are 2 main methods of lead capture. The first is the traditional and common lead capture approach through forms. The second is automatic identification through IP address lookup. The latter is less common and should be reviewed separately. Key issues to consider when selecting a Marketing Automation service: Ease of creating quality landing pages including data capture forms disclosed leads. Availability of social sign-in on landing pages. Range of landing page layouts and quality, customization of styling. Quality of services available for follow-up process and ease of personalisation. Options for testing and optimizing landing page effectiveness. Mobile responsive page features. Optimisations for customizations of fields or using standard fields. Best practice tip 5 Review automated lead capture through IP address separately This B2B feature is not available in most ESP or consumer Marketing Automation systems, so check whether your provider includes this. Requirement #4 Lead scoring. Key issues to consider when selecting a Marketing Automation service: Ease of lead-scoring and purchase propensity evaluation setup. Ease of setting up disclosed lead-scoring based on profile fields (i.e. form data capture). Ease of setting up behavior-based lead-scoring including browsing landing page, clicking on links or consuming specific types content which suggest they are in a particular part of the buying cycle. Options for manual overrides from sales team using BANT attributes, the acronym for Budget, Authority (to purchase), Need and Timeframe. CommuniGator Ltd 17

18 A typical lead scoring approach is shown below. Boxes in Orange relate to Lead Scores and triggers this is the basic approach reviewing total score rather than specific behaviour of accessing certain content types. Requirement #5 Lead management and sales workflow. Key issues to consider when selecting a Marketing Automation service: Options for setting up automated routing rules to assign leads to sales and customer service teams. Quality of lead dashboards and spreadsheet exports summarizing total leads and sales pipeline potential. Overall project management capabilities. Requirement #6 Lead management and sales workflow. Key issues to consider when selecting a Marketing Automation service: Ease of options for setting up individual campaigns and using dynamic content to match against individual personas. Options for specifying campaign timeline. Integration with media buying, asset creation and reporting. 18 B2B Marketing Automation Briefing

19 Requirement #6 Lead management and sales workflow. Key issues to consider when selecting a Marketing Automation service: Ease of options for setting up individual campaigns and using dynamic content to match against individual personas. Options for specifying campaign timeline. Integration with media buying, asset creation and reporting. Requirement #7 Social media integration and personalisation. Key issues to consider when selecting a Marketing Automation service: Integration of data on content consumption and social sharing into CRM system. Ease of access to information on social profiles of contacts. Availability of social sign-in, e.g. using LinkedIn or Google+. This requirement is typically of lower importance in B2B marketing, but may become more important in future. Requirement #8 Salesforce or point-of-sales integration and personalisation. Key issues to consider when selecting a Marketing Automation service: Formats for data capture at POS. Use of digital devices for collection information from prospects. Requirement #9 Customer service management. Key issues to consider when selecting a Marketing Automation service: Routing capabilities for web contacts. Suitability of web self-help and FAQ system? CommuniGator Ltd 19

20 Requirement #10 Integrated customer and campaign intelligence and analytics. Key issues to consider when selecting a Marketing Automation service: Quality of reporting comparing response and value generated from different communications, different segments AND content assets. Options for integrating data from other data sources such as an API. Support for multi-channel attribution own or available through other systems. Vendor compatibility and support quality evaluation The detailed requirements listed under the 10 headings above don t include an evaluation of the company that you will work with. Although Marketing Automation services are all available as software-as-service accessed remotely via a web browser, support will be required given the complexity of the functions available. Best practice tip 6 List vendor requirements separately from functional requirements The working relationship with vendors and services quality should also be reviewed in addition to the functional requirements. With web services based in another country it can be a particular problem that local advice isn t available. Here is a checklist of some of the vendor-specific issues to ask potential Marketing Automation suppliers: Q. Customer service. Are dedicated customer service teams available in your country/timezone? Q. SLA. What is your service level of agreement for use of the platform? Q. SLA failure redress. What recompense is there if minimum standards are not met? Q. Training. Is face-to-face training available in your country/timezone Q. Consulting and services. Can you help me setup or review my programme? Do you have services for creating templates, list hygiene? Q. Broadcast costs. broadcast costs are usually based on total number of s sent in a monthly period, but this may vary with number of users too. Q. Setup costs. Additional customization and migration costs from other systems shouldn t be underestimated. Q. Ongoing costs. Separate costs may be charged for usage of different feature or packages of features such as lead-generation, lead scoring or analytics. These costs may increase as sophistication of the tool develops. We have placed costs last since these should only be considered once the other factors are considered, although, of course affordability will ultimately determine which service is selected. 20 B2B Marketing Automation Briefing

21 marketing platform capabilities The requirements we have outlined above for the 10 key functions of Marketing Automation are specific to Marketing Automation. In addition to reviewing these you should separately assess the marketing platform. Here the key features to evaluate are: Standard template quality and how easy is it to tailor these templates? Ease of use of WYSIWYG editor these vary widely in ease of use and are worth checking live since they will be used a lot Segmentation options - Ease of setting up, reporting on and reusing segments Setup of sequences based on rules (as outlined above) Ease of creating a text this is still a recommended best practice for when s are read on mobile. Other requirements to compare in Marketing Automation systems are: Quality of reporting on deliverability, e.g. feedback loops from webmail providers, reporting on delivery and bounces by platform? Tracking - is automated Google campaign tracking Analytics or other analytics campaigns tagging included? CommuniGator Ltd 21

22 Resources Resources and tools to support planning, implementation and management of Marketing Automation from Smart Insights and CommuniGator. Smart Insights has free dedicated hub pages with the latest advice and in these areas recommended for B2B marketers: Lead generation and Marketing Automation Marketing B2B Digital Marketing Strategy CommuniGator recommends these two whitepapers, one that will help you in your marketing and the other will explain further how to use and implement lead scoring. Dealing with the F in Marketing This whitepaper gives practical tips and tricks for designing better s and ensuring your lives in the Inbox for longer than 2 seconds Generating Leads While You Sleep This whitepaper explains ways to generate and track leads with automated processes and flows so that you can save time and make your website and work harder 22 B2B Marketing Automation Briefing

23 About Smart Insights Expert Membership The Smart Insights resources library for Expert members is comprehensive, giving advice on all the key digital marketing techniques needed to reach and interact with prospects and customers to grow sales. Our team create or update a new resource each week. Smart Insights Expert membership is trusted by Expert members in over 50 different countries who use our community and structured library of best practice advice based on our RACE Planning Framework to help them compete using: A strategic approach to integrated digital marketing, which is often missing, combined with best practices techniques. A focus on using analytics and insight for data-driven improvements. Regularly updated advice from over 25 subject specialists. A range of learning formats from actionable downloadable guides, online courses and templates to help members create their own action plans. For B2B marketers we recommend our 7 Steps to Brilliant B2B Digital Marketing guide. 23 B2B Marketing Automation Briefing

24 About CommuniGator CommuniGator is one of the leading marketing automation software providers in the UK. Established in 2005, we ve gone through a period of evolution as the marketing landscape has changed. The core platform functionality caters to marketing with automated welcome series, a HTML editor for designing your s, templates, responsive design, dynamic groups based on behaviour, integration with the leading CRM platforms, an event management suite, robust reporting and so the list goes on. On the marketing automation side we re able to track prospect activity across the web pages they visit on your website and the content they consume and take action against. This means you can build up a really detailed profile of who has done what. To read all the juicy details of what the platform offers and how we can help your business jump on over to our website: Give us a call: +44 (0) This document and it s contents are proprietary to CommuniGator or its licensors. No part of this document may be copied, reproduced or transmitted to any third party in any form without CommuniGator s prior written consent. Our products and services include: MarketingAutomation I GatorMail I GatorLeads I GatorEvents I GatorDocs GatorSurvey I GatorSocial I GatorData I CRM Integration I Managed Services