Did you know that 63% of companies that are outgrowing their competitors use integrated marketing automation*? We've organised for you a hands-on workshop about marketing automation where Lidia Santos – our Digital Marketing Director – will share with you her experience and knowledge harnessing its power. This workshop will be of particular interest to marketing professionals who are fairly new to marketing automation or willing to approach the subject from a hands-on (rather than theoretical) perspective. During this workshop you will be divided in groups, you will learn how to conceive an automated nurturing track, when/why to use them and how they can improve your revenue performance.

1. © WAX INTERACTIVE / 2014- 1
HARNESSING
THE POWER
OF MODERN
MARKETING
An introduction to marketing
automation
by Lidia Santos

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SUMMARY
2
• Focus on marketing automation
• Definition
• Vendors
• What’s in it for your organisation?
• How to get started?

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MARKETING
AUTOMATIONFocus
3

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MARKETING SOFTWARE
4Source: Software Advice
Current methods of managing marketing activities

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DEFINITION OF MARKETING AUTOMATION
5
“A category of software, that streamlines,
automates and measures marketing tasks
and workflows to increase efficiencies and
grow revenue.”
— The definitive guide to marketing automation, Marketo.

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ELOQUA CALL ‘REVENUE PERFORMANCE MANAGEMENT’
6
Which better explain the tool’s capabilities beyond its automation features to:
• Transcend the traditional silos of sales and marketing teams
• Profile customer information and behavior accurately
• Guide the customer through the stages of their buying process delivered at the right
time and delivered through the right channel
• Measure and manage every customer lifecycle stage
Source : Eloqua

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DEFINITION OF MARKETING AUTOMATION
7
The common feature set in marketing automation includes:
• Email marketing
• Landing pages
• Lead management
• CRM integration
• Social marketing
• Analytics and reporting

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MATURITY
8
The Marketo Benchmark on Revenue Performance identified four levels of maturity,
with the majority of responders in the two lowest levels.

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OPPORTUNITIES
9
What can marketing automation do for your organisation?
• Companies adopting revenue performance management strategies are reaping the
rewards
• Data cleansing is playing a larger role in top-performing companies – and is
improving lead-scoring efforts
• Nurturing and segmentation spurs greater email effectiveness and a greater number
of qualified leads
• Companies that automate boost productivity- and are more easily able to justify
additional marketing hires
• Social channels highly contribute to growing market reach

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WHAT CAN MARKETING AUTOMATION DO FOR B2C COMPANIES?
10
• Reduce shopping cart abandonment rates
• Increase email open rates
• Segment databases for targeted offers
• Leverage partnerships
• Boost revenue through cross-selling and upselling
• Create automated loyalty programs and drip (nurturing) campaigns
• Develop triggered emails and offers to customers

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LEADING VENDORS
11Sources : Forrester Reasearch
There are 211 different
marketing automation
solutions on the market
today
Source: Capterra

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LEADING VENDORS
12Sources : Capterra
The Top 20 most popular
marketing automation
software
Source: Capterra

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LEADING VENDORS
13Sources : Pepper Global
System implemented

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LEADING VENDORS
14Sources : Raab Associates 2014 VEST

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B2C MARKETING AUTOMATION PLAYERS
15
• Aprimo - mainly financial sector
• Eloqua (Oracle) - B2B too
• SAS
• Unica (acquired by IBM) - retail and consumer goods
• Adobe Campaign
• Alterian
• ExactTarget (Salesforce)

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PRICING MODELS
16
1. Number of contacts in your CRM or
contact database
(e.g. Pardot, Salesfusion, Marketo, Eloqua)
2. Number of emails sent per month
(e.g. traditional email marketing providers, not many MA
vendors use this model anymore)
3. A combo of #1 and #2
(e.g. Hubspot, Infusionsoft)
4. Number of unique active contacts
per month
(e.g. Act-On)

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PRICING MODELS
17Sources : Capterra
Additional fees may vary based on:
• Number of users
• CRM integration
• Set-up and implementation(particularly for design services)
• Training
• Feature add-ons, such as social media management, SEO and content management
plug-ins, file hosting, email deliverability testing, SPAM analysis, dedicated IP
addresses, number of email domains, and customized landing pages urls, to name a
few.

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OPENNESS, OPEN APIS AND FEATURED MARKETPLACES
18Sources : chiefmartec.com
Act-On’s Partner
Exchange (APEX)
20 apps
Pardot
30+ apps
Hubspot
60 apps
Infusionsoft
75 apps
Eloqua
100 apps
IBM Digital Marketing
Network
110 apps
Marketo
100+ apps

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DO NOT UNDERESTIMATE
19
• Ease of use: How challenging your particular system would be to run?
• What kinds of skills you need
• How much content you would like to produce to feed the machine.
A few examples of content you should be considering:
• Webinars
• Videos
• Infographics
• White papers
• Research reports
• Surveys
• ROI calculators
• How-to guides
• Buyer’s guides
• Ebooks
• Blog posts
• Newsletters

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THE MISSING SKILLS
20Source: onlinemarketinginstitute.org

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HOW TO GET STARTED
21
• Getting into Marketing Automation is a process, each step builds upon the ones
before it. So, start small and go slowly. It requires a full understanding of the
technology, the techniques, and the consumer behaviours.
• Be aware that becoming proficient at marketing automation takes a lot of time
although the effort to begin is small
• Spend a few weeks to set up your tool, and a few hours per week for making
improvements once set up.
• Team up with your Sales and IT team from early stages to ensure their project on-
boarding, adoption and support.
• CRM is a limiting factor. Take your time to understand how your in-house capabilities
will define your integration requirements. Your CRM connections will likely be the
most complicated piece of your setup.

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SOME TIPS
22
• Tip #1 Ensure that you have executive sponsorship
• Tip #2 Consider what your really need
• Tip #3 Develop a demand generation strategy with both sales and marketing (how a
lead would move through an improved funnel?)
The better defined this strategy is in the planning stages, the easier it is to identify
the kind of content that is needed.
It should cover:
• Scoring rules
• Lead-nurturing tactics
• Renurturing loops to buyer personas
• Handover points
• KPIs

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FURTHER READINGS & RESOURCES
23
“Marketing Automation
for Dummies”
“Permission marketing”
Seth Godin
“The one to one future”
Peppers and Rogers
“There is no B2B or B2C:
It's Human to Human: #H2H”
Bryan Kramer
+ vendors websites and online communities

24. © WAX INTERACTIVE / 2014-
FOLLOW US!
24
@wax_ch
wax-interactive.ch
/waxinteractivech
#TxDxS

25. © WAX INTERACTIVE / 2014- 25
THANK
YOU!
Digital Marketing Director
@lidia_santos
linkedin.com/in/lidiasantos