Gain an insight into marketing automation at Xero from Marketing Operations & Automation Director, Jolene Makisi.

1. Marketing Automation
- our journey so far -
Jolene Makisi, Feb 2016

2. Hi! I’m Jolene Makisi.
Marketing Operations & Automation Director, Xero

3. Contents
1. A bit of background on Xero
2. What is marketing automation?
3. What role does data play?
4. What role do humans play?
5. How does it fit with rest of marketing mix?
6. Some examples

4. 1. Xero Background

5. OUR PURPOSE
To enable the small business
economy to thrive through
beautiful software, advice
and connections.
OUR VISION
Millions of small businesses
thriving on Xero

6. 2. What is marketing
automation?

7. A data driven MACHINE
that drives lead capture, lead
nurture, lead conversion and
customer lifecycle activities -
with no human touch

8. LEAD GENERATION
LEAD CAPTURE
(collect email address)
LEAD NURTURE
(to product trial state)
LEAD CONVERSION
(to paying customer state)
CUSTOMER LIFECYCLE
(to advocacy)

9. 3. What role does data
play?

10. Marketing Automation Engine
Data
Insights
Customers
Messages & Actions
Messages & Actions
Queue

11. 4. So what role do us
humans play then?

12. Our people develop
the logic to determine
what activities trigger
when, and design the
customer experience
that ‘the machine’ will
deliver, campaign by
campaign.

14. 5. How does it fit with the
rest of marketing mix?

15. 1. Demand generation largely remains the
domain of our broader marketing effort
2. Automation is not limited to analytics,
software and blasting emails
3. Alignment outside of marketing is just as
important as inside

16. LEAD GENERATION
LEAD CAPTURE
(collect email address)
LEAD NURTURE
(to product trial state)
LEAD CONVERSION
(to paying customer state)
CUSTOMER LIFECYCLE
(to advocacy)

17. 6. Some examples...

22. Takeaways?

23. ● Build the machine
● Get your data in shape
● Understand audience
● Think bigger than email
● Humans at the core

24. Questions?