Learn interesting and very powerful applications of marketing automation that can help you become a more effective marketer

1. A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
10 Ways to Leverage the Power of
Marketing Automation

2. 11
Why we are here

3. 2
1. What is Big Data?
2. How does big data affect you?
3. The three key facets of Big data
4. How toget started
5. How tointerpret and use data effectively
6. How todrive authentic customer engagement
Points covered in this webinar

4. 3
What is Big Data?

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Technology > Innovation

6. 5
Technology > Innovation

7. 6
Core features of a Marketing
Automation Platform
Campaigns
• Acquisition
• Nurturing
• Loyalty
• Development
Data
• Segmentation
• Data Acquisition
• Data
Management
• Preferences
Management
Lead
Management
• Alignment
• Lead Scoring
• Lead
Assignment
• Sales
Enablement
Measurement
• Asset
Performance
• Campaign
Response
• Direct Revenue
Impact
• Influenced
Revenue
Functionality
Integrations
Track Behavior

8. 77
Thinking beyond the
tools

9. 88

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Buyer 2.0

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Sources for research and
comparison have exploded!

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Sources

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The new frugality
Quality is important
Value is in
More diligent comparison
shopping
Greater reliance on content –
details will matter more

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Customers are arriving at a decision before
interacting with you

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Technology is affecting the way we communicate

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10 WAYS TO USE AUTOMATION
Practical ways to leverage marketing automation

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#1

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Events!

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Live Event – Invitation and Follow-up

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Live Event – Invitation and Follow-up

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Events!

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Online Event – Invitation and Follow-up

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#2

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Engage with Personalization
“Hello Ms YOU-
SEARCHED-ON-
GOOGLE-FOR-TRAVEL-
DEALS-TO-THE-
BAHAMAs!”

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Personalization based on behavior

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Campaign Personalization
Shawn
De Souza
eDynamic LLC

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Campaign Personalization

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“Personal” Follow-Up

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Web Personalization - Common Scenario
No linkage

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Opportunities for Web Personalization
Converged Business Network Video
Converged Business
Network ROI CalculatorPersonalized Text Block

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#3

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Data cleansing
.

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Data cleansing
.

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#4

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Engage and Nurture… until they are
ready to buy

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1. Educate your leads – Who are you? What does your
organization do? How does this benefit me?
2. Establish credibility as experts
3. Be relevant to the issues of your different segments
4. Differentiate yourselves as an organization they want to
communicate with, buy from, donate to
It’s about building trust
Lead Nurturing provides the opportunity to establish a
relationship that can lead to engagement and conversions

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It’s about the Customer’s Journey
Evaluate PurchaseLearn JustifyInterest
Active Search Begins Solutions Identified
Solutions Evaluated
Against Needs
Validate
Decision Made
Actions
Web Search
Review or get admin to
look at product on
website and collateral.
Ask Personal/Social
Network.
Compare against current and
competitive
products/services
Peer/Association
endorsements
Buying Process
Questions
WIFM?
Do I really this?
Does it fit my business
needs?
Can this replace my
current service?
What is the cost (fees)?
How much can I spend on
this card?
Who else like me is using
this product? What type
of benefits is he/she
seeing?
How long until I can get full use
of this service?
Motivatio
ns
Rewards, Promotion,
Success, Make life easy
Rewards, Business
Savings, Security,
Service (Added Value)
Relevance of Perks,
Rewards etc…
Confirmation of Perks Risk-free Trial
Pain
Points
No Time
Current process is very manual
I have to work weekends
Data is not accurate
Barriers
Merchant Acceptance
Tied to an existing card
Migrating from Existing
card
Merchant Acceptance
Migrating from Existing
card, Linking Bank
accounts
T&Cs
Personal Liability
Credit History
Supplier Coverage
Is it worth switching
cards?
Amex approval Process

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It’s about the Customer’s Journey
Welcome campaigns > Follow-up Campaigns > Sales Accelerator Campaigns >
Objection Campaigns > Inactive re-engagement Campaigns

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Sales Nurture Campaign
Campaign is triggered when Sales nominates prospects that are
stuck in a specific Opportunity Stage in the CRM system
Strategy, Design and Deployment

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• Follow-up email introduces new
product offering – Trial Stay to
experience brand
Accelerator Campaign
• If contact is still active,
and not connected with
Membership director
follow-up sent
• If contact is still
active, and not
connected with
Membership director
follow-up sent

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#5

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Create a Marketing Machine
High-level orchestrated data flow - from various sources in/out
of your marketing automation platform integrated with CRM

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Create a Marketing Machine
High-level orchestrated data flow - from various sources in/out
of your marketing automation platform integrated with CRM

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#6

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Customer onBoarding

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Win back customers

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#7

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Identify hot and cold leads and those in between
Cold Hot

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Lead Scoring for Prioritization
Determining the Buying Zone
Low level of engagement
(Low level of how much the lead wants
to talk to us)
High level of engagement
(High level of differentiation driving
purchase intent)
High level of
Profile Match
(High level of how
much we want to
talk to the lead)
The Buying Zone
The only leads we should be
feeding to the sales field
Low level of
Profile Match
(Low level of how
much we want to
talk to lead)

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Split the Score
Score Description Marketing Action
A4
The right prospect but no
interest.
Priority but may need
specific “why now”
messaging.
B1
Good fit and very
interested.
Send to sales queue for
follow-up.
C1
Not the idea prospect but
very interested.
Will they ever be a good fit?
Continue to nurture.
D4 Wrong Fit. No interest.
Fulfill request and segment
out.
49

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Over Time – Scoring as a Threshold
A1 A2 A3 A4
B1 B2 B3 B4
C1 C2 C3 C4
D1 D2 D3 D4
All go to sales
A1 A2 A3 A4
B1 B2 B3 B4
C1 C2 C3 C4
D1 D2 D3 D4
C2 – A1 go to sales only
A1 A2 A3 A4
B1 B2 B3 B4
C1 C2 C3 C4
D1 D2 D3 D4
A1 – A3, B1 – B2, C1
go to sales only
50

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#8

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Measurement – Predict Performance

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Test and Learn

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#9

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Using Social

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Using location

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#10

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Be a Hero

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To summarize…

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1. Improving engagement: Delivering relevant experiences
that keep customers or prospects engaged with your
organization
2. Maintaining digital dialog: Two-way conversations using
multiple channels—web, email, mobile, social media…
3. Nurturing: Move leads through the buying cycle to the
point at which they are ready for sales
4. Scoring and prioritizing: Identifying those high-value
customers or prospects
MAPs: Leveraging the Digital Footprint
Marketing Automation affords us the “situational awareness” to
optimize our ability to acquire and convert customers

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Automation is Driving Conversions
Eloqua noted that automated campaigns on average have a
>200% higher conversion rate than batch and blast

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The Reward of Higher Revenue
Best-in-Class Organizations deliver a 79% improved company
wide revenue growth

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