© Copyright 2015 Demodia GmbH. All rights reserved.
Agenda
•
Introduction
•
What is Marketing Automation?
•
Vendor Overview
•
Using Automation Successfully
© Copyright 2015 Demodia GmbH. All rights reserved.
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…
© Copyright 2015 Demodia GmbH. All rights reserved.
© Copyright 2015 Demodia GmbH. All rights reserved.
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.
© Copyright 2015 Demodia GmbH. All rights reserved.
Why Marketing Automation?
Search
People no longer want
irrelevant emails and
© Copyright 2015 Demodia GmbH. All rights reserved.
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
© Copyright 2015 Demodia GmbH. All rights reserved.
© Copyright 2015 Demodia GmbH. All rights reserved.
Elements of a Marketing Automation Solution
© Copyright 2015 Demodia GmbH. All rights reserved.
•
Salesforce Pardot
•
Hubspot
•
Oracle Eloqua
•
Marketo
•
Act-On
•
Calidus Cloud
•
Salesfusion
•
Leadsquared
•
Sharpspring
•
Genoo
•
eTrigue
•
Infusionsoft
•
Leadsius
•
IBM Silverpop
•
Adobe Campaign
•
IBM Unica
•
Teradata
Marketing Automation Vendor Landscape
Further Reading
Raab Guide to Marketing Automation
© Copyright 2015 Demodia GmbH. All rights reserved.
Marketing Automation Vendor Landscape
•
Pro’s
• Powerful workflow and automation capabilities
• Enterprise-scale landing page & email management • Excellent integration with SF.com
• Extensive custom reporting capabilities
•
Con’s
• Can be expensive. Pricing designed for large organisations
© Copyright 2015 Demodia GmbH. All rights reserved.
Marketing Automation Vendor Landscape
•
Pro’s
• Cost effective for mid-sized organisations • Relatively powerful automation tools
• Simple, intuitive interface
•
Con’s
© Copyright 2015 Demodia GmbH. All rights reserved.
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
© Copyright 2015 Demodia GmbH. All rights reserved.
Understand the buying journey
BROWSE
RESEARCH
DEFINE
EVALUATE
VALIDATE
IMPLEMENT
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Interested
Ready to Buy
Engaged
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Map out learning journeys
BROWSE RESEARCH DEFINE EVALUATE VALIDATE IMPLEMENT
© Copyright 2015 Demodia GmbH. All rights reserved.
Case Study: OpenText & SAP
Brief
•
Engage with OpenText customers who purchased their products through the
SAP reseller agreement
•
Familiarise them with the OpenText brand
© Copyright 2015 Demodia GmbH. All rights reserved.
Case Study: OpenText & SAP
Users are invited to join the
dedicated microsite.
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Case Study: OpenText & SAP
- email -
visit our microsite
2
2
10
- email -invite colleagues
- email –getting support
- email-join workshop
time5
- email -© Copyright 2015 Demodia GmbH. All rights reserved.
Case Study: OpenText & SAP
Eloqua personalisation
elements are used
throughout the site to
© Copyright 2015 Demodia GmbH. All rights reserved.
BROWSE RESEARCH DEFINE EVALUATE VALIDATE IMPLEMENT
webinar benefits calculator product screencam customer story
Example of learning journey
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Case Study: OpenText & SAP
Content and related
marketing assets can be
© Copyright 2015 Demodia GmbH. All rights reserved.
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:
© Copyright 2015 Demodia GmbH. All rights reserved.
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
© Copyright 2015 Demodia GmbH. All rights reserved.
Case Study: SeeCM
Free trial available from the
pricing page as well as
© Copyright 2015 Demodia GmbH. All rights reserved.
Nurturing examples:
Free 30 day trial
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Case Study: SeeCM
Monitor which
communications each
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Case Study: SeeCM
View overall activities
associated with each
contact. Can see not only
emails, but all other assets
that each contact has
© Copyright 2015 Demodia GmbH. All rights reserved.
Case Study: SeeCM
© Copyright 2015 Demodia GmbH. All rights reserved.
Case Study: SeeCM
Content and related
marketing assets can be
© Copyright 2015 Demodia GmbH. All rights reserved.
Case Study: SeeCM
•
Campaign Results:
• Increased trial conversions by over 300%
© Copyright 2015 Demodia GmbH. All rights reserved.
Conclusion
•
Marketing automation is NOT …
• the solution to all your marketing problems • a glorified email 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
for further information
www.demodia.com
tel: +41 (0)44 586 33 39 tel: +44 (0)208 144 4458 e-mail: [email protected]
