1. SMBs: Crossing the Chasm with
Marketing Automation
Is it time to move from email marketing to marketing
automation?
Ian Michiels
Gleanster
@InsightFanatic
1

2. Agenda for Today…
• Emerging requirements for competitive
parity
• Email vs. Marketing Automation for SMB
• Key Considerations
• Recommendations
#AOWEB 2

3. About the Research Findings
REPORT STATS COMPANY SIZE INDUSTRIES
Total survey responses: 670
Qualified survey responses: 549 Small
>$1B <$1M Business
12% 6% (1-250
Emp.), 134
$100M- $1-10M
$1B 30%
39%
Email Marketing
Personalization Automation
Gleansight Gleansight $10-100M Everyone
(Q2’11) (Q4’11) 28% Else, 536
Top Performers: Respondents that achieved
REVENUE
Top Quartile performance in key KPI’s
AVG CLICK-THROUGH
AVG OPEN RATE
Everyone Else: Everyone Else LEAD-TO-SALES CONVERSION
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4. Challenges for Small Business Marketers
• Lack of resources to develop content
• Lack of skilled staff
• Fragmented sales and marketing processes
• Disparate data
• Poor marketing processes
Source: Q2’11 Email Personalization Survey, n= 367 Survey Respondents
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5. Crossing the Chasm with Marketing Automation
• Are there tradeoff’s between Email and Marketing Automation?
• How do we justify the investment?
• How will it impact the organization / performance?
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6. Top Two Most Profitable Channels are Digital
72%
Email 72%
65%
Webinars 54%
64%
Newsletters 30%
57%
Blogs 34%
54%
White Papers 27%
45%
Thought Leadership Studies 9%
40%
Telephone Calls 61%
34%
Product Information 6%
33%
Case Studies 16%
27%
Direct Mail 36%
14%
Industry News 3%
6%
Third-Party Articles 9%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Top Performers Everyone Else
Source: Q2’11 Email Personalization Survey, n= 367 Survey Respondents
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7. Technology Adoption Trends
Currently Using Tool
100% 96%
85%
80% 76%
59%
60%
43%
40%
23%
20% 16%
3%
0%
Web Analytics Marketing Stand-Alone Email Landing Page Tool
Automation Tool Marketing Tool
Top Performers Small Business (1-250 Emp.)
Source: Q2’11 Email Personalization Survey, n= 367 Survey Respondents & Q4’11 Marketing Automation, n=
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8. Technology Adoption Trends for Top Performers
Top Performers Use and Planned Use of Technology
100%
10%
Shift from Email Tools to More
80%
Comprehensive Marketing Platforms
60% 41% 9%
40% 85% 9%
59% 16%
20% 43% 12%
36%
23%
15%
0%
Web Analytics Marketing Email Marketing Open Source CMS Landing Page Tool Recommendation
Automation Tool Tool Services
Currently Using Planning to Use
Source: Q2’11 Email Personalization Survey, n= 367 Survey Respondents
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9. Past - Present - Future
ONE TO MANY DIALOGUE
OFFLINE ONLINE
A FEW CHANNELS CHANNEL PROLIFERATION
INFORMATION CENTRALIZED 24X7 MOBILE ACCESS TO INFORMATION
MARKETERS HELD INFLUENCE CUSTOMERS HAVE INFLUENCE
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10. Today’s Buyer in a Nutshell Eggshell
If it’s not relevant, it’s
spam.
I expect to have a I do research online
consistent customer before I make purchases.
experience regardless of I pride myself in making
channel. informed decisions.
“I get hundreds of I’m vocal about the
emails in my inbox, why customer experience. I
should I care about use Twitter and
yours?” Facebook, and I have a
blog.
#AOWEB 10

11. Today’s Buyer in a Nutshell Eggshell
#AOWEB 11

12. Quick Definition
Marketing Automation
• Tools that automate customer engagement
across two or more channels.
– Same as: Lead Management, Automated Demand Generation,
Revenue Performance Management Platforms
• Features include: Email, Landing Page Hosting,
Web Analytics, Segmentation, CRM Integration,
Lead Scoring, Campaign Execution, Social Media
Integration
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13. What’s driving adoption? (according to Small Business)
Top 3 Reasons to Implement Email Marketing
Allows me to Our customers
It’s affordable / respond to want / like
fits my budget market changes email
quickly communication
Top 3 Reasons to Implement Marketing Automation
Increase
Generate Generate more
marketing
revenue leads
efficiency
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14. Critical to Understand the Buyers Journey
Customer Buying Cycle
Attention Interest Desire
• Known Problem? • Recognized need • Seek solution to Action
need
A purchase decision is a series of
interactions over one or more channels.
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15. Top Performing organizations are 4 times
more likely than Everyone Else to engage in
nurture marketing tactics.
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16. Personalization Demands Automation
Lead Nurturing is a set of interactions triggered by:
1. Time = Drip Marketing
2. Behavior / Action = Trigger Marketing
Lead Nurturing helps automate the right
message, at the right time, in the right
place.
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17. Use of Lead Nurturing Tactics
Tactics: Using Lead Nurturing
Percentage using Tactic
100%
80%
60%
40% Top Performer
20%
Everyone Else
0%
Drip Trigger Lead
Campaigns Campaigns Scoring
Everyone Else 89% 19% 5%
Top Performer 78% 43% 23%
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18. What’s the best vehicle for delivering
more timely and relevant customer
engagement?
#AOWEB 18

19. Let’s Get Ready to Ruuuummmmble!
MARKETING AUTOMATION
EMAIL MARKETING
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20. Email Marketing vs. Marketing Automation
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21. What’s the difference?
Email Marketing
Marketing Automation
Drip Marketing Email Communications
Event Based Email Communications
CRM Integration
Business Rules to Automate Engagement
Business Rules to Route Leads
Multi-channel Monitoring and Engagement
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22. Disparate Systems = Disparate Customer Experiences
Email Marketing
Web
Analytics Email Fragmented Customer Data
Email Social Media “8 out of 10 Small Business
Marketing Mobile marketers use 3 or more marketing
CRM List Mgmt. technologies.”
Marketing Automation
Web
Email Business CRM Marketing
Analytics &
Marketing Rules Integration Automation
Forms
• One system to manage multiple channels
• Automation personalized engagement
• Transparency into Marketing and Sales performance
#AOWEB 22

23. How do you create relationships with each prospect?
• Gordon
• Prospect for Anger
Management Software
Manual
• Doesn’t know it exists… interactions with
each prospect
isn’t realistic.
• Tina
• Needs project management
software and is comparing
A single channel
features and functions (Email) also isn’t
realistic.
#AOWEB 23

24. How do we create relationships with each prospect?
Use technology to automate and track multi-channel engagement
Email Clicks on Fills out Product
Campaign Link form. Information
Call with
Sales
Resources Fills out
on Website Form
#AOWEB 24

25. Marketing Automation Benefits
• What can you accomplish with Marketing Automation
that you can’t with Email Marketing?
– Multi-channel nurture – Centralize all prospect
marketing campaigns to activity for improved
keep in touch with marketing and forecasting
prospects that aren’t ready – CRM integration providing
to buy. sales visibility into
– Pre-qualify sales marketing activity and
opportunities for finite sales customer behavior.
resources- focus on short-
term opportunities.
#AOWEB 25

26. So…should you run out and adopt Marketing Automation?
Not necessarily…
#AOWEB 26

27. It take the right tools…
… but, it also takes an Artist with the skill to use
them appropriately.
#AOWEB 27

28. Considerations and Recommendations
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29. Four Major Considerations for a SMB
Resources Content
Considerations
Sales and
Divestiture
Marketing
Strategy
Alignment
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30. Resources
• Marketing Automation tools will require at the least a
part time resource:
– Responsibilities:
• Manage business rules on an ongoing basis
• Configure multi-channel campaigns
• Monitor performance and recommend changes
• This person will also be required to interface with sales
and will likely need to be somewhat analytical to hold
sales and marketing accountable for performance.
• Mix of Technical Resource & Business Resource
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31. Email Personalization Resources
Do you have dedicated resources that are accountable for
managing digital engagement?
Top Performers
44%
Yes
56% No
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32. Content
• Content is the fuel that powers Marketing Automation
• Don’t get caught up in the features and benefits, these
will be useless without quality content:
– You can repurpose content
– You can chop it up for targeted campaigns
• Content needs to map to the customer buying cycle
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33. Content
• Plan on automating at least 2 lead nurturing campaigns
– Set and forget – optimize over time
– Top Performing SMB Marketers tend to have fewer lead
nurturing campaigns
• Targeted content drives targeted leads
#AOWEB 33

34. Traditional Roles will Change
#AOWEB 34

35. How do Top Performers Justify Investments?
#AOWEB 35

36. Divestiture Strategy
• SMB’s tend to generate demonstrable return on
Marketing Automation because they are quick to adopt
and quick to adapt
• But, change is hard, so you don’t want to revert to old
processes. Force the change.
• Plan to divest of redundant systems- email, web
analytics, etc.
– Factor these licensing costs into the justification for the
Marketing Automation investment
#AOWEB 36

37. Final Thoughts
• Choosing between Email Marketing and Marketing
Automation is a risk/reward thought process.
– Time is not on your side
• Top Performers outperform Everyone Else by 2-3x in
revenue growth and lead-to-sales conversion.
– Relevance Drives Revenue
• The more you attempt to personalize the greater the
demand for automation.
#AOWEB 37

38. Additional Insights:
Deep Dive: Measuring the Impact of
Lead Nurturing on the Sales Pipeline
How Top Performers Justify
Lead Nurturing Initiatives
#AOWEB 38

39. Wrap-Up and Q& A
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40. Act-On Integrated Marketing Platform
World Class E-Mail Complete Set of Tools Approach and Terms
Marketing Core and on One Platform that Work
Deliverability
• Drip, Web Analytics, • Start Simple, Automate
• 3rd Generation Email Landing Pages, Forms, at Own Pace
Scoring, CRM Integration,
• No Extra Cost for Social Media, Reporting • Affordable Pricing; Month-
Deliverability and More… to-Month Contracts
• Focus Usability, Simplicity • Live Customer Support –
and Manageability At No Additional Costs

41. Thank You!
Within 24 hours:
You will receive an email with
webinar recording, slides and Act-On Information.
Learn more about Act-On:
Join our weekly 30-minute live demo
Customer case study webinars
And more: www.actonsoftware.com
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