Marketing Automation Peter Yeung // London, UK, 20 June 2013
Image: EPiServer Not Tom Peter Yeung Director of Business Development peter.yeung@episerver.com
Source: http://blogs.hbr.org/cs/2012/08/marketers_flunk_the_big_data_test.html
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
What does Marketing Automation do? Streamline marketing Nurture leads Unify marketing & sales Link marketing activities to revenue Bild: pueri87@hotmail.com
Typical Features Tracking Campaign Management Lead Nurturing Email Marketing Landing Pages Lead Scoring CRM Integration Reports & Analytics
Did someone say Email Marketing?
Conversions Visitors 1000 1000 2000 2000 Conversion rate 1% 2% 1% 2% Conversions 10 20 20 40
$328 M $525 M $750 M 2011 2012 2013 Source: RAAB Associates, http://raabassociatesinc.com/2012/08/07/raab-report-b2b-marketing-automation-now-525-million-industry/ http://raabassociatesinc.com/2013/02/05/raab-report-b2b-marketing-automation-to-reach-800-million-in-2013/
Image: http://www.effectivemarketer.com
Right Message, Right Audience Andy Betts Econsultancy.com
Social media visitor Competitor Job seeker Customer Journalist Supplier
Context - the sum total of what is known about an individual along with what he or she is currently experiencing Julie A. Ask, Forrester
Adapting to the User Journey Referring URL IP address Device type Cookie User arrives at site
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
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
Channels or Silos? Web Mobile Tablet E-mail And what about other Digital Marketing technologies? Analytics CRM DAM E-Commerce Portals Search Social Media User Generated Content
Digital Ecosystem CRM Analytics Web Site
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?
Digital Ecosystem Analytics Landing Pages CRM Analytics Web Site
Digital Ecosystem Landing Pages? Analytics How do you drive engagement? Is CRM connected? Do analytics tie?? CRM Analytics Web Site
Digital Ecosystem Analytics Landing Pages Analytics Mobile Site CRM Analytics Web Site
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
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!
How long time to ROI?
54% Has started or completed implementation of MA 17% Intend to begin Source: 2011 B2B Marketing Benchmark Report, MarketingSherpa
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
Integration Solution EPiServer CMS How can we integrate these different systems? How can we leverage these systems to personalize the customer experience? 29
User s Experience of Integration Step 1 User visits the site www.silverpop.com Step 2 User participates Step 3 User engages
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 Email marketing specialist with a B2C retailer Works in London Not a current Silverpop customer Interested in comparing her performance against industry benchmarks
Step 1 Users Visit Site
Step 1 Behind the Scenes Cookie Session ID Visitor www.silverpop.com 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
Step 2 Users Participate High Tech Retail & E-Tail User interacts with website, providing information and immediately receiving a personalized experience.
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
Step 3 Users Visit Clients Page
Step 3 Users Visit Clients Page High Tech Retail & E-Tail A very different experience based on industry selection
Step 4 Users Download Whitepaper High Tech Chicago Retail & E-Tail London User provides information to download a Whitepaper, including location.
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
So what do we know now? First Name Last Name Company Email Country State Industry Interest Behavior 40
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.
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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Image: Sesame Street, http://digitaljournal.com/
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Peter Yeung Director of Business Development +44 (0)2030 084 526 peter.yeung@episerver.com Thank you!