Marketing Automation

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1 An Introduction to Marketing Automation Simon Harvey Managing Director Demodia GmbH

2 Agenda Introduction What is Marketing Automation? Vendor Overview Using Automation Successfully Case Studies

3 About Me UK born, lived in Switzerland for 8 years Work Web Developer - Ericsson Telecommunications Product Marketing / Content Marketing - OpenText Corporation Formed Demodia in 2008 to help organisations understand how to do more effective / engaging / targeted marketing Inspirations Sir Tim Berners-Lee created the first web page the month I started university. To work with the web was my fate Stay in Touch [email protected] linkedin: ch.linkedin.com/in/sdharvey Simon Harvey Managing Director Demodia GmbH

4 The traditional buying process has changed!

5 Why Marketing Automation? 67% of the buyer s journey is now online, reducing time for seller engagement and creating a mandate for optimised online experience and information. source: Sirius Decisions

6 Why Marketing Automation? Search People no longer want irrelevant s and phone calls

7 What is Marketing Automation? Marketing automation is the use of software and web-based services to execute, manage and automate marketing tasks and processes. It replaces manual and repetitive marketing processes with purpose-built software and applications geared toward performance.

8 The Marketing Automation Platform

9 Elements of a Marketing Automation Solution Engagement Marketing Landing Pages Social Media Analysis Campaign Management Content Analytics SEO Targeting Lead Scoring Contact Segmentation Activity Monitoring Marketing Technology CRM Integration Asset Management Planning Conversion Lead Capture Progressive Profiling Lead Nurturing

10 Marketing Automation Vendor Landscape Salesforce Pardot Hubspot Oracle Eloqua Infusionsoft Leadsius IBM Silverpop Marketo Act-On Calidus Cloud Salesfusion Adobe Campaign IBM Unica Teradata Leadsquared Sharpspring Genoo etrigue Further Reading Raab Guide to Marketing Automation raabguide.com/vest

11 Marketing Automation Vendor Landscape Pro s Powerful workflow and automation capabilities Enterprise-scale landing page & management Excellent integration with SF.com Extensive custom reporting capabilities Con s Can be expensive. Pricing designed for large organisations Difficult to use for novice users

12 Marketing Automation Vendor Landscape Pro s Cost effective for mid-sized organisations Relatively powerful automation tools Simple, intuitive interface Con s Quickly becomes cluttered when used in large organisations

13 Marketing Automation Vendor Landscape Pro s Great for small / medium sized organisations Fantastic marketing resource and user training library Follows structured step-by-step approach to marketing Good social media & SEO tools Con s Very simplistic automation capabilities Permission management and information structure not designed for large companies

14 Sales Funnel Awareness Friend Contact Marketing Qualified Lead flow Sales Accepted Sales Qualified Opportunity Customer

15 Understand the buying journey BROWSE RESEARCH DEFINE EVALUATE VALIDATE IMPLEMENT IDENTIFY NEED CASE FOR CHANGE ESTABLISH CRITERIA PREFERRED OPTION PLACE ORDER

16 Help buyers get where they re going Interested Ready to Buy Engaged

17 Map out learning journeys BROWSE RESEARCH DEFINE EVALUATE VALIDATE IMPLEMENT ROI calculator blog post white paper webinar product demo customer reference overview video

18 Nurturing leads white-paper / demo / blog post data sheet webinar

19 Case Study: OpenText & SAP Brief Engage with OpenText customers who purchased their products through the SAP reseller agreement Familiarise them with the OpenText brand Cross-sell and up-sell them into other related products within the OpenText portfolio

20 Case Study: OpenText & SAP Users are invited to join the dedicated microsite. Once enrolled they begin their journey through the nurturing programme.

21 Case Study: OpenText & SAP - - visit our microsite - - what you own - - join workshop invite colleagues - getting support time

22 Case Study: OpenText & SAP Eloqua personalisation elements are used throughout the site to ensure that the content remains relevant to the visitor.

23 Example of learning journey BROWSE RESEARCH DEFINE EVALUATE VALIDATE IMPLEMENT hot topic 1 hot topic 2 white paper white paper retargeting ad retargeting ad benefits calculator hot topic 3 white paper webinar hot topic 4 retargeting ad product screencam retargeting ad customer story microsite homepage

24 Case Study: OpenText & SAP Content and related marketing assets can be viewed by users who have registered on the site

25 Case Study: OpenText & SAP Campaign Results: Winner of Killer Content and Eloqua Markie Awards Several hundred organisations enrolled to date $multi-m in new pipeline identified Further Reading For further info on this project visit:

26 Case Study: SeeCM Brief: Engage with visitors to the SeeCM website that registered for a free 30 day trial Familiarise them with how SeeCM works and the value it can add to their business Convert more trials into new customers

27 Case Study: SeeCM Free trial available from the pricing page as well as being a main call to action throughout the site.

28 Nurturing examples: Free 30 day trial - landing page start trial feature 1 feature 2 feature free training try support ending soon promo offer time

29 Case Study: SeeCM Monitor which communications each contact receives and how they responded to them

30 Case Study: SeeCM View overall activities associated with each contact. Can see not only s, but all other assets that each contact has interacted with.

31 Case Study: SeeCM Also able to review a list of all web activities performed by the individual contact.

32 Case Study: SeeCM Content and related marketing assets can be viewed by users who have registered on the site

33 Case Study: SeeCM Campaign Results: Increased trial conversions by over 300% Opened up new communication channels into prospects Reduced pre-sales overhead

34 Conclusion Marketing automation is NOT the solution to all your marketing problems a glorified marketing tool something new, but it IS something you should be investing in now Marketing automation is a tool to support more personalised, targeted lead generation programmes a better way to engage and understand the needs of your clients a more accurate way to track your campaign successes and failures

35 Any Questions? Further Reading Stay in touch linkedin: ch.linkedin.com/in/sdharvey xing: xing.com/profile/simon_harvey Download this presentation at:

36 for further information tel: +41 (0) tel: +44 (0)

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