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GETTING STARTED WITH
UBIQUITY WHITE PAPER
AN INTRODUCTORY GUIDE FOR NEW ZEALAND ORGANISATIONS
MARKETING AUTOMATION
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This white paper has been developed
to provide actionable information
about the processes that have
become collectively known as
“Marketing Automation”, and to help
you decide if Marketing Automation is
right for you.
Let’s start by explaining exactly what
we mean by the term.
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Defi nition
Here’s a defi nition of Marketing Automation as suggested by Wikipedia:
Marketing Automation refers to software platforms and technologies designed for marketing departments and organisations to market more effectively on multiple channels online (such as email, social media, websites, etc.) and to automate repetitive tasks.
That defi nition is as good a starting point as any, but it’s talking about features – you really don’t gain much insight into exactly how you could use Marketing Automation to benefi t your organisation. So let’s drill a little deeper:
1. Despite the name, Marketing Automation isn’t only about marketing. It can also
transform almost every aspect of your business. Thanks to new marketing technologies and practices, it’s now possible to be more effective than ever before when communicating with customers and prospects – and that can have implications across virtually every aspect of your operation, from sales to customer service, from fi nance to administration to the C-suite.
2. Marketing Automation enables Rapid Response. In today’s always-connected
environment, consumers expect organisations to respond to their sales, marketing or customer service enquiries immediately. Marketing
Automation enables you to react and respond far more quickly.
3.Marketing Automation helps you manage the targeting, timing and content of your marketing communications so that you can
spend your marketing dollars more effectively.
WHAT IS MARKETING AUTOMATION?
Marketing Automation In Action:
Panasonic New Zealand
• Panasonic wanted to fi nd ways to
communicate with its retailers and retail salespeople in a more relevant
and meaningful fashion. Using the Ubiquity Engage system, Panasonic was able to manage its Panasonic Rewards Sales Incentive Program much more effectively, operating a multi-faceted incentive program that rewards individual salespeople not just for their product sales volumes but also for their product knowledge and brand loyalty.
4. Marketing Automation helps you deliver the right message to the right customer at the right time. You can automate the
communications to be sent to specifi c segments at scheduled times, or set up triggered
communications driven by specifi c user actions.
5. Marketing Automation can enable you to simplify complex campaigns. You can create
different content for each audience and send them out simultaneously, using the same mechanism.
6. Marketing Automation can enable you to nurture prospects throughout your sales funnel, with relevant communications triggered
at specifi c points in the customer journey. Those are some of the general benefi ts of
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Quantifi able Benefi ts
According to Wishpond’s ‘State of Marketing
Automation in 2015’ study, these are some of
the quantifi able benefi ts you can expect from Marketing Automation:
REVENUE INCREASES
79% of the CMOs at high-performing companies expect boosted revenue through Marketing Automation systems
QUICK RETURN ON INVESTMENT
75% of all businesses that use Marketing Automation systems see positive ROI within the fi rst year.
PROSPECTS SPEND MORE
Prospects that are successfully nurtured through the use of Marketing Automation systems spend 47% more than non-nurtured prospects.
MORE PROSPECTS
Companies that use Marketing Automation systems generate twice as many prospects as companies that only use mass email software.
BETTER QUALIFIED
Companies that use Marketing Automation systems effectively have reported as much as a 451% boost in qualifi ed prospects.
HIGHER CONVERSIONS
Companies using Marketing Automation systems have reported conversion rates up to 50%.
Common Misconceptions
Marketing Automation is a highly effective business process, but it’s not magic – it makes the marketing process more effective, but it still needs to be guided by you.
Here are a few key points that need to be consided:
• Marketing Automation will not generate
content for you. It’s a process for
delivering content but it won’t create the content itself, you still need to develop the materials to be shared.
• Marketing Automation does not give
you permission to SPAM. The system will
enable you to send out more messages more effi ciently, but your communications must still comply with NZ’s Unsolicited Electronic Messages Act (and any
international regulations if your catchment is more global). You also need to respect the wishes of your customers and not wear out your welcome by over-communicating. • Marketing Automation does not mean
‘set it and forget it’. Remember “The
Sorcerer’s Apprentice” in Fantasia, as brooms and buckets ran amok when Micky wasn’t watching? Human involvement is still essential to ensure that the right tasks are multiplied, not the wrong ones.
• Marketing Automation won’t sell for
you. Marketing Automation will help you
identify and communicate more regularly with those who already believe in your brand, but you still need to do your part.
What EXACTLY CAN Marketing
Automation DO FOR YOU?
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1. Increase revenue and average order value
2. Target potential customers across multiple channels
3. Improve accountability of marketing & sales teams
4. Reduce repetitive tasks, allow more time for creativity
5. Quantify and refi ne existing sales/marketing processes
6. Control marketing and sales costs
7. Track customers across all interactions
8. Segment customers and prospects at a micro-level
9. Serve messages that are relevant and highly targeted
10. Reduce the time required to create campaigns
11. Gather better reporting on what’s working and what’s not
12. Follow-up automatically, improving customer satisfaction
13. Improve conversion rates
14. Integrate across multiple data sources
15. Increase customer retention
16. Gain a better understanding of customers and prospects
17. Improve alignment between marketing and sales
17 PRIMARY BENEFITS OF
MARKETING AUTOMATION
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WhEN SHOULD YOU CONSIDER
Marketing Automation?
Are You Ready Yet?
Not every organisation is ready for Marketing Automation – and in fact, there are some businesses that would be better advised not to choose such a system.
Here are some of the questions you need to answer, to determine whether your organisation could gain substantial benefi ts by investing in a Marketing Automation system:
1. Do you have enough customers and/or prospects? Organisations whose customers
and prospects collectively number in at least the high hundreds are the most likely to gain value from implementing Marketing Automation. However, if you’re not currently generating hundreds of prospects, but believe that the potential exists, keep reading.
2.Could your organisation actually cope with Marketing Automation? What sorts of
processes do you already have in place to cope with customers and prospects? If your systems are poorly equipped to handle current workfl ows, then you may desperately need Marketing Automation – but perhaps you should choose a supplier who can manage Marketing Automation on your behalf, rather than trying to handle additional processes within your own organisation.
3. Do you currently have a long, complicated sales process? Marketing Automation systems
can be really benefi cial in such circumstances, especially where regular contact is required with prospects over an extended period in order to eventually close the sale.
4. Does your marketing team already
incorporate data analysis into its decision-making on a regular basis? Then the team
should be well able to cope with the data-driven insights provided by Marketing Automation.
5. What exactly is the problem that you are trying to address through Marketing Automation? Is it that you’ve outgrown your
current email marketing systems and want to move to the next level? Do you wish to acquire more prospects or simply to know more about each prospect who engages with your organisation? Are you looking to enrich the interactions that take place during the buyer’s journey? Is it your aim to gather more data to predict potential revenue?
Knowing the issues that you are aiming to address will play a signifi cant role in determining exactly how you should evaluate and implement the most appropriate Marketing Automation solution.
Marketing Automation In Action:
Genesis Energy
• “Genesis Energy is a data-rich
company and we sometimes struggle, like many do, to really use that to enhance our marketing efforts. Ubiquity
fi nds ways that we can use the data that we have, to be more targeted and to get a better response from our marketing campaigns.” – Chris Watney, GM
Marketing, Genesis Energy organisation.
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MARKETING AUTOMATION TRENDS
NZ: 77% Will Spend More
More than three out of four New Zealand marketers are planning to increase
expenditure on marketing technology in the next 12 months, according to the NZ Marketing
Association’s “Mood of Marketing” survey, conducted in June 2015.
They’re in good company. All around the world, marketers have been steadily increasing their investment in Marketing Automation. EmailMonday has collected many of the more compelling
statistics:
• There are nearly 11 times more B2B
organizations using marketing automation now than in 2011.1
• Best-in-Class companies are 67% more likely to use a marketing automation platform.2
• 79% of top-performing companies have been using marketing automation for more than two years.3
• Nearly 70% of businesses are using a marketing automation platform or currently implementing one.2
• 42% of CRM users plan to increase spending on marketing automation4
• 43% of companies using a marketing automation platform have been doing so for over four years.2
• 33% have already implemented marketing automation software within their businesses and half of all respondents plan, or aspire, to do so. 11% plan to implement marketing automation immediately and 19% within the next year. Only a few respondents said they weren’t (3%), or were unlikely (5%) to implement marketing automation software.5
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1 SiriusDecisions “B-to-B Marketing Automation Study” (2014) 2 Aberdeen Group “State of Marketing Automation 2014: Processes that Produce” (2014)
3 Gleanster “Q3 2013 Marketing Automation Benchmark” (2013) 4 Software Advice “Customer Relationship Management Software UserView” (2014)
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FIRST STEPS TOWARDS
MARKETING AUTOMATION
Common Data Points
What do you know about your customers and prospects? Here are typical data points that marketers use for segmentation and personalisation:
Email address Name
Location
Demographics (e.g. gender) Cookies
IP address
Social ID (e.g. Facebook)
1 SET YOUR OBJECTIVES
In preparation for implementing Marketing Automation, it’s time to set some goals. What exactly are you hoping to achieve through
Marketing Automation? Review the list of benefi ts that we identifi ed earlier and then add in your own unique requirements to customise your Marketing Automation goals.
2 DOCUMENT CURRENT PROCEDURES
Take the time to document exactly how your marketing processes operate now – the elements involved (in particular around acquisition,
conversion and retention) and how they fi t into your current processes; the people who operate the existing systems; and those within your organisation who must manage the outcomes (often sales people and clerical staff).
3 DEFINE YOUR CUSTOMERS & PROSPECTS
Devote however much effort is necessary to identifying and segmenting your target audiences. For B2C audiences, demographic, attitudinal and behavioural information might be appropriate; for B2B targets, think decision-makers, infl uencers and gatekeepers.
Below are some typical segmentation structures:
4 STRATEGIC CHOICES
Now it’s time to consider what’s involved in the initial phase. You need to fi nd the appropriate answers to questions such as these:
• Who in your company will use the technology? • What relevant skills and/or experience do they
have with such technology?
• Who will take ownership of the technology? • How do you plan to train your users? • Which departments will be involved in the
training?
• Should you aim to have a few Power Users – or should you spread the knowledge and expertise throughout your organisation?
• Are you considering a DIY solution that you and/or your team will implement within your organisation or are you considering having an external supplier handle most of the system for you, at least in the early stages?
• How do you plan to involve your IT people in the planning and deployment processes?
Job-related (e.g. company, title) Device ID
Social profi le Postal address
Owned account information Location-related (e.g. city, town) Phone number
Social infl uence Lifestyle details
Family (e.g. marital status) Psychographics
Attitudinal Behavioural Transactional
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STEPS 5-7
5 IDENTIFY STAKEHOLDERSThe impact of Marketing Automation will be felt across the organisation. Accordingly, it’s both prudent and essential to determine the requirements of all stakeholders – those who will be directly involved and also those who will be indirectly affected.
Likely stakeholders include:
• Marketers who will be involved in the day-to-day operation of the Marketing Automation system
• Sales teams, who will be concerned with both the quantity and quality of leads generated and nurtured through the system
• IT staff, who will need to be involved to facilitate the implementation of any system and its
integration with existing databases and other infrastructure
• The Marketing Director/Marketing Manager, whose concerns will include functionality, effi ciency and cost-effectiveness
• The Head of Sales, who will be especially interested in growing sales, increasing market share and earning more profi ts for the organisation
• The CEO, who will be focussed on the big picture, and how any technology investment will increase sales, deliver a solid ROI and provide a competitive advantage
• The CFO, whose concern is the bottom line and who will be looking for cost-effectiveness, increased revenue and diminished waste • The CIO, who will wish to ensure that any new
investment in technology will not create technical or resourcing problems for the IT team and will not overload the current infrastructure
6 EVALUATE YOUR EXISTING DATA
As you move towards Marketing Automation, you will need to evaluate the data already in your systems, in terms of both quantity and quality. • Is your organisation’s customer & prospect
data consolidated and useable for marketing purposes – or is it distributed across multiple databases and not available for integration? • How recently was your database ‘cleansed’
(i.e. addresses verifi ed, duplicated and dead addresses removed, data points confi rmed)? • Do you have enough demographic, attitudinal,
behavioural or activity information about each customer or prospect within your database to segment your audience effectively?
• What information do you track about how responsive your database to typical offers? • Do you track your emails’ deliverability? • Do you track your emails’ open rates,
clickthrough rates and conversion rates?
7 IDENTIFY ANY BARRIERS TO ADOPTION
What (or who) within your organisation might prevent effective implementation of Marketing Automation? The time to fi nd out is before you start.
Typical Barriers
The NZ Marketing Association’s “Mood of
Marketing” June 2015 survey identifi ed why
Kiwi marketers were not planning to invest in marketing technology in the next twelve months. The results were not unfamiliar (nor insurmountable):
• 53% don’t have the budget • 28% don’t have the infrastructure • 27% lack corporate buy-in
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STEPS 8-10
8 EVALUATE YOUR CONTENT ASSETS
Take a closer look at the content (e.g. images, copy, product listings, etc.) already created by your organisation.
• What existing content assets do you have? • Are the assets well-categorised and readily
accessible?
• What resources can you devote to updating, repurposing and repackaging that content? • Is your content mobile-ready and
device-agnostic?
9 IDENTIFY INTERNAL CHANGES
To implement Marketing Automation effectively means that your organisation will probably need to make changes to some of its operations. That may include:
• Gathering relevant data from internal operating systems and combining it with information from various silos such as CRM, POS, email and contact centre records
• Enhancing your analytical capabilities so that you can identify the various stages of your customers’ journeys and differentiate the needs of the various target groups in each phase • Defi ning business rules so that prospects and
customers can be moved automatically and smoothly from one stage in the journey to the next
10 BUILD A BUSINESS CASE
Last of the preliminary steps in the assessment process: build a business case to support the introduction of Marketing Automation.
Your own organisation will naturally have its own requirements for creating a business case, but some of the factors that might support your argument include:
• Examples and case studies, bolstered by real-world statistics (some of which we mentioned earlier), which demonstrate the benefi ts enjoyed by companies that adopt Marketing Automation • Discussion of the benefi ts that marketing
automation enjoys over traditional systems such as email marketing programs, thanks to the integration of additional insights from your various databases
• Explanation of the vitally important automated triggering capabilities which can be put in place to move prospects through the customer journey without constant human intervention
• Reduced costs of execution thanks to automation of routine tasks
• Improved customer engagement thanks to highly targeted and personalised campaigns
• More effective collaborations between sales and marketing
• Signifi cantly improved tracking and reporting of marketing initiatives
Once you’ve taken these ten steps you will be in a far better position to determine your organisation’s readiness for Marketing Automation.
Congratulations!
You’ve reached the end of this report and now you’re almost ready for the next step, choosing a Marketing Automation partner.
CHAN
GE
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Ubiquity for a confi dential assessment
of your Marketing Automation requirements
and to request a copy of our 11 Step Checklist
which will help you choose the ideal Marketing
Automation partner for New Zealand conditions.
THE
NEXT
STEP
NOW WHAT?
this Getting Started guide
this Getting Started guide
You’ve
You’ve
COMPLETED
COMPLETED
f
M
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12 | www.wubububiqiqiquiuiuiutytyy.co.nz Postal Address:
PO Box 7488, Wellesley Street Auckland City, New Zealand
Ubiquity is New Zealand’s leading provider of marketing
automation and customer engagement solutions.
Our world class, marketing automation platform Engage
allows you to use your data to create highly personalised,
multi-channel data driven marketing programmes that
connect with your customers. Innovative in its features,
simple to use, easy to integrate and fl exible to meet all
your needs.
Backed by a team of customer engagement specialists
based right here in New Zealand, you can access
strategic consultancy services, campaign execution
resources and support whenever you need them.
Physical Address:
Level 1, 361 New North Road Kingsland, Auckland 1021 New Zealand