9. It brings data to light,
Lead tracking → Behavioural
&
CRM → Demographic + Declaritive
=
Segmentation
10. Automate mechanisms
Combine the methods and tools that allow you to
create scenarios in relation to your prospects,
according to their interactions.
11. and create a lasting relationship
Lead nurturing
until the prospect is
ready to become a client
20. B2C - Tourism
Deep Nature
Spa & Leisure
Good “Automation” practices
through 3 different business cases
B2B - IT
T-Systems
IT-Infrastructure
B2B2C - Manufacturing
Renault Sport
Sports Cars
21. “ By using Automation to identify brand
ambassadors, our sponsorship program
converted 10 % of targets into customers,
compared to prior recruitment providing a
1.5% return.
- Case study : Marketing Automation for Deep Nature
22. ➔ Create brand recognition
➔ Raise specific audience notoriety
➔ Generate and segment online traffic
➔ Grow revenue on digital channels
23. Collect information
on registered users
Identification Segmentation Qualification
Track and monitor
IP addresses
Create media Send targeted content Automate scenarios
Benefits and KPIsMarketing Automation Reasoning
Raise awareness of user behaviour
Returning visitor rate: +10%
Average dwell time: +20%
Consistent and up-to-date database
+8,5% conversion on sponsorship
operations
Monitor ROI on marketing actions
+400% turnover on digital channels
within one year
24. “ The Webmecanik system automatically
feeds our sales teams with contacts who
score the highest ratings, with a full actions
history.
This process really encourages sales
teams to contact a warm prospect, and led
to a 15% leads conversion rise.
- Case study : Marketing Automation for T-Systems
25. ➔ Qualifying sales opportunities
➔ Sending out content-targeted messages
➔ Prioritising hot leads for the sales team
➔ Raising conversion rate
26. Collect information
on registered users
Identification Segmentation Qualification
Track and monitor
IP addresses
Create media Send targeted content Automate scenarios
Benefits and KPIs
Monitor traffic and visitor interest
New contacts: +63%
Monitor ROI for the content production
+300% resource download
Prioritise sales and call center actions
+15% lead conversion
Marketing Automation Reasoning
27. “ The email tools used did not perform
refined segmentation nor did they analyse
the behaviour and interests of visitors in real
time.
With over 35 newsletters per year sent to
some 250.000 contacts, the opening rate
jumped to 75% thanks to targeted mailing.
- Case study : Marketing Automation for Renault Sport
28. ➔ Unifying data and build segments
➔ Adapting messages accordingly
➔ Raising community engagement
29. Collect information
on registered users
Identification Segmentation Qualification
Track and monitor
IP addresses
Create media Send targeted content Automate scenarios
Benefits and KPIsMarketing Automation Reasoning
Build on and unify existing databases for
B2B and B2C
250.000 contacts sorted
Bring value to the editorial content
35 newsletters targeted according to user
profile
Raising community engagement
75% open rate for mass emailing