3. Contents
1. A bit of background on Xero
2. What is marketing automation?
3. What role does data play?
4. What role do humans play?
5. How does it fit with rest of marketing mix?
6. Some examples
5. OUR PURPOSE
To enable the small business
economy to thrive through
beautiful software, advice
and connections.
OUR VISION
Millions of small businesses
thriving on Xero
12. Our people develop
the logic to determine
what activities trigger
when, and design the
customer experience
that ‘the machine’ will
deliver, campaign by
campaign.
13.
14. 5. How does it fit with the
rest of marketing mix?
15. 1. Demand generation largely remains the
domain of our broader marketing effort
2. Automation is not limited to analytics,
software and blasting emails
3. Alignment outside of marketing is just as
important as inside
16. LEAD GENERATION
LEAD CAPTURE
(collect email address)
LEAD NURTURE
(to product trial state)
LEAD CONVERSION
(to paying customer state)
CUSTOMER LIFECYCLE
(to advocacy)