There's a trending reluctance for marketing managers to embrace automation in its entirety. While startups and small businesses have adopted automation practices due to their manoeuvrability, larger organisations struggle in endorsing new technologies. There's also a widespread lack of awareness of marketing automation products, which can create an exponential difference to businesses of all sizes. This master class uncovers how marketing tools have evolved over the last decade, which emerging technologies you need to be aware of, and systems you can implement immediately to not get left behind.

1. Lambros Photios
CHIEF EXECUTIVE OFFICER
STATION FIVE
SYDNEY, AUSTRALIA ~ AUGUST 28 - 29, 2019
DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia
DIGIMARCONNEWZEALAND.CO.NZ | #DigiMarConNZ
Marketing Automation
Master Class
MASTERCLASS

2. Marketing
Automation
DigiMarCon Australia 2019

3. Presenter
LAMBROS PHOTIOS
CEO of Station Five

4. TABLE OF CONTENTS
Presentation
Outline
Defining Automation
Where to Start
Automation in Action
Practical Examples
Emerging Technologies
Lessons Learned
Q&A

5. STRAW POLL
Who's who in the zoo?

6. Defining
Automation
"A system that uses machines to do work
instead of people, or the process of changing
to such a system."
DEFINITION

7. AUTOMATION STATISTICS
MARKETING AUTOMATION
69%
Of marketing executives claim to use a
marketing automation platform.

8. ARTIFICIAL INTELLIGENCE
15%
Of enterprises are using artificial intelligence
(AI) today.
AUTOMATION STATISTICS

9. REVENUE BOOST
10%
For companies that automate lead generation,
within 6 - 9 months.
AUTOMATION STATISTICS

10. The elephant in the room...

11. Where to
Start
Start with data
What’s feasible?
Bottom up or top down?
Current state of the industry
Emerging technologies
AUTOMATION

12. ANALYTICS
Analytics is how you access existing
data sources.
CRM
Including sales automation, lead
management, and email marketing.
WORKFLOW AUTOMATION
Automating processes within an
organisation with tools like Zapier.
OTHER
Market research, pricing, content
marketing, and influencer marketing.
Automation in Action

13. Example #1: Analytics
Web and mobile
analytics tracking
usage.
GOOGLE ANALYTICS
Heat maps, scroll
maps, recordings of
page interaction.
HOTJAR
On site and
competitor analysis of
search performance.
SEMRUSH

14. Example #2: Workflows
Ideal for SMEs,
simple interface with
100s of integrations.
ZAPIER
Enterprise and
government ready,
heavyweight.
MULESOFT
From built.io, a
strong competitor to
Zapier.
FLOW

15. Emerging
Technologies
CHATBOTS
Taking help desks to a new level.
VR/AR
Virtual and augmented realities.
BIG DATA AND MACHINE LEARNING
Customer acquisition even further.

16. Lessons Learned
APPROACH
Start with data, top down vs. bottom up,
look at new technologies.
SYSTEMS
Analytics, workflow automation, CRM,
pricing, content marketing, etc.
EMERGING TECHNOLOGIES
Chatbots, AR/VR, big data and machine
learning.

17. Q&A
Lambros Photios
PHONE NUMBER
+61 422 760 670
EMAIL ADDRESS
lambros.photios@stationfive.com