This document summarizes a presentation on marketing automation. It discusses why marketing automation is important due to changing customer behaviors and expectations of an omni-device, 24/7 experience. It then defines marketing automation as a toolbox or platform to automate marketing processes like lead management and customer journeys. The rest of the presentation outlines challenges to implementation like data quality and the need for an overall digital marketing strategy and integrated systems. It emphasizes selecting the right automation system based on a company's objectives, functionalities, and future needs.

1. 25 June 2015
STIMA: B2B Seminar
MARKETING
AUTOMATION –
WHY, WHAT,
HOW

2. Jonas Verhaeghe
Marketing Technologist at
HappiFish
Email: Jonas@happifish.be
Twitter: @JonasVerhaegh
INTRODUCTION

3. “Strategic Marketing
Technologist”
MARKETING
TECHNOLOGIST
SKILL SET
By Scott Brinker

4. www.happifish.be
Strategic Content Marketing
Employee Activation
Digital Marketing Excellence
& Marketing Automation
Training & Workshops

5. www.happifish.be
We help companies to create marketing that
people actually want.
Because we believe marketing should be
relevant to customers.

6. CHAPTER 1: Why Marketing Technology?
CHAPTER 2: What is Marketing Technology / Automation?
CHAPTER 3: How to Select the Right Marketing Automation System /
Platform?
CHAPTER 4: Use Case (not included)
* This presentation is the short version of the one presented during the STIMA B2B Seminar on 25 June 2015
AGENDA OF TODAY*

7. CHAPTER 1:
WHY MARKETING
TECHNOLOGY?

8. CUSTOMER EXPERIENCE

9. “CUSTOMER EXPERIENCE IS
THE NEXT COMPETITIVE
BATTLEGROUND.”
Jerry Gregoire, CIO of Dell
Computers

10. HOW TO ACHIEVE A GREAT
CUSTOMER EXPERIENCE IN
A DIGITALIZED WORLD?

12. OMNI-DEVICE

13. • Omni-channel
• Omni-device
• 24/7 online
• Real time
• Instant gratification
• Short attention span
• Global
• Individual
DEALING WITH
(POTENTIAL)
CUSTOMERS

15. BUYERS WAIT UNTIL THEY
HAVE COMPLETED 60-80% OF
THEIR RESEARCH BEFORE
REACHING OUT TO VENDORS
SiriusDecisions

16. WE MARKETERS ARE BEING
CHALLENGED!

17. Source: Mesh Agency

19. OMNI-CHANNEL 360° VIEW

20. LIMITED
RESOURCES
Marketing teams are never
big enough to manage it all
manually

21. TECHNOLOGY IS THE BACKBONE OF MODERN MARKETING
Platforms and technologies that streamline,
automate and measure marketing tasks and
workflows

22. CHAPTER 2:
WHAT IS MARKETING
TECHNOLOGY / AUTOMATION?
>2000 200% 1876 43
Source: Scott Brinker

24. AT THE END OF THE DAY,
MARKETERS DON’T WANT
TECHNOLOGY FOR ITS OWN
SAKE - THEY NEED THE
TECHNOLOGY TO DRIVE
OUTCOMES.

25. WHAT IS MARKETING
AUTOMATION?

27. •Tool(s)
•Marketers cockpit
•Focus on lead acquisition, demand generation,
customer journeys and customer experience
•Automate marketing processes:
•Strategic planning and campaign design
•Customer segmentation
•Lead generation and management
•Nurture campaigns
•Prospect scoring
•Analytics
•…
WHAT IS
MARKETING
AUTOMATION?

28. 16 April 2015
MARKETING AUTOMATION = TOOLBOX

30. MARKETING AUTOMATION = BACKBONE PLATFORMS

31. MARKETING AUTOMATION
PROMISES

34. • More leads – higher revenues
• Do more with the same resources - automation
• Align sales and marketing – enable sales
performance
• High ROI
PROMISES

35. BEFORE YOU START…

36. Plug & Play?

37. Source: VB Insight’s State of
Marketing Technology Report
AVERAGE USE
OF MARKETING
AUTOMATION
CAPABILITIES

38. IT IS IMPORTANT TO…

40. INTEGRATION

41. FOUNDATION

42. DATA

44. CHALLENGES TO
IMPLEMENTING
MARKETING
AUTOMATION

45. • Garbage in, garbage out
• Automation without clean data is impossible
• Data is the golden nugget
• A company wide data model is important
• Integration is key
DATA QUALITY &
INTEGRATION

46. 46
CONTENT &
DIGITAL
MARKETING
STRATEGY

47. THE ROLE OF CONTENT IN THE CUSTOMER LIFE-CYCLE
New Customers Growing Customers
WHAT
we solve
HOW
we solve
WHY
we solve
Awareness Consideration Buying Impress Enthuse Advocate
@tomdebaere
Call-to-action Call-to-action Call-to-action Call-to-action Call-to-action
MEANINGFUL
Strangers Visitors Leads Customers Promoters Advocates

48. • Unified vision
• Organisation (mainly larger organisations)
• Skills and knowledge (training)
MARKETING
TEAM

49. MYTHICAL MARKETING AUTOMATION UNICORN

50. WHAT ABOUT THE
MARKETING
ORGANIZATION?
Marketing
Creative
Strategy
Communication
s
Reporting /
Audit
Copy
Content
No division of online and offline

51. • Keep it simple
• Agility is key
• Prevent bureaucracy
• Document
MARKETING
PROCESSES

52. • Senior management mindset
• Selecting metrics
• IT support
• Funding
• Cooperation with other departments*
ALSO
IMPORTANT

53. BENEFITS

54. MAIN BENEFITS – SURVEY 2014 (B2B)
3%
4%
8%
9%
10%
30%
36%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Multichannel Marketing
Lead Management
Reduction of human error in campaigns
Better Email Marketing
Improving the customer experience
Better targeting of customers and prospects
Taking repetitive tasks out of marketers hands
Source: Redeye and TFM&A Insights “The Marketing Automation Report 2014” (2014)

55. CHAPTER 3:
HOW TO SELECT THE RIGHT
MARKETING AUTOMATION
SYSTEM / PLATFORM?

56. • Different systems / platforms
• Not a one-solution-fits-all
• Depends on your business processes
• Requirements
• Functionalities
B2B VS B2C
Which one is the best for
your business?

57. Trustradius: 2014 Buyer's Guide to
Marketing Automation
COMPANY SIZE
Small Business <50
employees

58. Trustradius: 2014 Buyer's Guide to
Marketing Automation
COMPANY SIZE
Mid-size 51-500
Employees

59. Trustradius: 2014 Buyer's Guide to
Marketing Automation
COMPANY SIZE
Enterprise >500
employees

60. MOST
IMPORTANT
Business Strategy / Objectives /
Requirements
Functionalities

61. • Don’t focus on the technology, but on what you
want to achieve => business case
• Company wide vision on how to implement and
integrate marketing automation
• Match requirements with functionalities
• Make sure you understand the pricing model
• Think about the future!
TAKE AWAYS

62. twitter.com/JonasVerhaegh
https://be.linkedin.com/pub/jonas-
verhaeghe/1b/29/5b6
Get in touch…
QUESTIONS?

63. www.happifish.be
Strategic Content Marketing
Employee Activation
Digital Marketing Excellence
& Marketing Automation
Training & Workshops