The document discusses marketing automation and how to get management buy-in for it. It recommends starting simply by focusing on low hanging fruit like re-engaging inactive email subscribers. To gain support, marketers should measure success based on customer-centric metrics like share of heart, wallet, and influence. Personalization is key, such as understanding customers' purchase journeys and addressing their needs and questions in a tailored way across channels. The goal is to anticipate customer needs and provide timely, differentiated communication through understanding their preferences.

1. Make
marke(ng
automa(on
work
for
everyone
Michael
Leander
>
www.michaelleander.me
>
@michaelleander
>
michael@leander.me
Presented
at
the
4th
Mediarun
Fes0val
“CMO
Congress”
in
Warsaw,
Poland

3. Meet
the
new
AIDA
A
=
A2en3on
(Awareness)
I
=
Interest
D
=
Desire
E
=
Engagement
A
=
Ac3on
Engage
me
Shares
&
comments

4. Our
collec0ve
challenge
Ø Marketers
have
“not
enough
3me”,
“not
enough
money”
Ø No
sex
on
the
first
date
Ø Relevance
not
a
buzz
word,
but
crucial
for
results
Ø Content
in
context
Ø 1to1
marke(ng
is
back,
baby!
But
only
this
(me
omnichannel
one-­‐to-­‐one

5. Omnichannel
means
delivering
a
uniform
experience
across
channels
Excellent
experience
in
>
Emails
>
Mobility
(push/Pull)
>
Website
(moment
of
truth)
>
Ecommerce
/
M-­‐commerce
>
Point
of
sale

7. Is
there
a
simple
solu(on?

8. Yes,
there
is
a
simple
solu0on
1. Your
market
is
smarter
than
you
think,
don’t
be
s…..,
silly
!
2. Get
management
buy-­‐in
3. Use
commonsense,
go
for
the
low
hanging
fruits
and
reap
the
rewards

9. Get
the
customer
experience
maturity
assessment
and
a
bit
of
chocolate
• Take
a
picture
of
the
person
next
to
you
• Pass
the
camera
around
quickly
• Leave
business
card
if
you
want
to
take
the
Customer
Experience
Maturity
Assessment
(Free)
Trondheim,
Norway
Sydney,
Australia

10. Facts
about
marke0ng
automa0on
53%
higher
conversion
rate
9,3%
higher
sales
quota
achievement
50%
more
sales
ready
leads
at
33%
lower
cost
12,2%
reduc3on
in
marcom
overhead
70%
faster
sales
cycle
3mes

11. Which
is
the
biggest
reason
for
customers
leaving
you
?
Influenced
by
friends
Turned
away
by
indifference
AJracted
by
compe((on

13. Think
about
all
those
0mes
when
a
brand
you
like
treated
you
with
indifference
>
Remember
that
irrelevance
is
also
an
act
of
indifference

14. Michael,
wouldn’t
you
and
your
girlfriends
like
to
…..
One
of
51
true
stories
about
indifference
in
marcom

15. Mr.
Leander,
before
you
re0red
did
you
put
enough
money
aside
for
….
One
of
51
true
stories
about
indifference
in
marcom

17. Will
they
get
the
deal?
Omnipresence
means
owning
the
customer
experience
in
all
channels
#marke0ngautoma0on
@michaelleander

18. Speak
to
customers
and
prospects
in
their
language
targe0ng
the
needs
and
ques0ons
of
individuals,
not
segments
Personaliza(on
and
customiza(on
is
the
need
of
the
hour

19. EasyJet
example

20. 20
• 55
million
passengers
a
year
• Website
available
in
14
languages
• 364
million
visitors
(2012)

21. 21
Personalized
Experience
• Sitecore
was
put
to
test
for
the
first
3me
during
a
30
day
sales
campaign
in
January
2012
• During
peak
traffic,
over
2.5
million
visitors
had
the
benefits
of
a
fully
personalized
home
page

22. Customer
Engagement
1:1
personalisa3on
Offers
and
campaigns
–
personalisa3on
Various
methods
to
ease
booking
–
new
op3mized
booking
engine
Personalised
offers
based
on
past
travel
and
booking
history
etc.
Real
3me
pricing
Various
personalised
offers
mainly
a2emp3ng
to
upsell
to
passengers
depending
on
P-­‐type
Integra3on
with
ECM
and
Campaign
automa3on
for
personalized
email
conversa3ons

24. How
to
get
management
buy-­‐in

25. Measure
your
success
in
share
of
heart
Earning
share
of
heart
forces
you
to
provide
an
excellent
experience
in
all
channels
all
the
3me

26. Share
of
Wallet

27. Share
of
Influence
or
ac0ons
by
influencers

28. Don’t
count
the
customers
you
reach
–
Reach
those
who
count
@michaelleander

29. Focus
on
specific
types
of
customers

30. How
to
get
started
?

31. Think
about
your
email
subscribers.
Which
percentage
do
you
think
have
been
inac(ve
for
at
least
6
months?
A)
22%
or
more
B)
34%
or
more
C)
40%
or
more

32. Low
hanging
fruit
When
a
subscriber
has
not
responded
in
past
3-­‐4
months,
send
a
tailored
message
with
an
objec(ve
to
re-­‐ac3vate
the
individual.
Then
if
email
doesn’t
work,
switch
to
other
channel

33. Move
from
sender
to
recipient
control

34. Know
the
steps
your
audience
takes
towards
purchase.
Then
learn
what
they
want
to
know
in
each
step.
Step
1
Want
this
content.
Have
these
ques3ons
Want
to
do
these
ac3vi3es

35. Profile
your
audience.
The
right
message
to
the
right
person
at
the
right
(me
using
the
most
effec(ve
channel

36. Plan
for
building
profiles
36
Data
input
from
customer
Behavior
Transac0ons
(on/offline)
70-­‐90%
accurate
50-­‐90%
reliable
99%
trustworthy

37. Nurture
and
care
the
way
you
would
care
for
your
baby

38. In
Summary:
Use
marke(ng
automa(on
to
an(cipate
customer
needs
>
An(cipate
customer
needs
>
Provide
(mely
service
>
Differen(ate
communica(on
>
Personalize
communica(on
>
Understand
preferences
>
Manage
the
permission

39. Get
in
touch
if
you
want
more
informa0on
Michael@leander.me