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16  April  2015	
If  We  Were  You  –  Filter  
event	
MARKETING
AUTOMATION –
WHY, WHAT,
HOW
Jonas  Verhaeghe	
	
Marketing  Technologist  at  
HappiFish	
	
Email:  Jonas@happifish.be	
	
TwiFer:  @JonasVerhaegh	
	
	
INTRODUCTION
“Strategic  Marketing  Technologist”	
MARKETING
TECHNOLOGIST
SKILL SET
By Scott Brinker
www.happifish.be
Strategic Content Marketing
Employee Activation
Digital Marketing Excellence &
Marketing Automation
Training & Workshops
www.happifish.be
	
We  help  companies  to  create  marketing  that  
people  actually  want.	
	
Because  we  believe  marketing  should  be  
relevant  to  customers.
•  Digitalized  world	
•  Marketing  technology	
•  What  is  Marketing  Automation?	
•  Why  Marketing  Automation?	
•  How  to  select  your  ideal  Marketing  Automation  
Platform?	
•  Challenges	
•  Benefits	
OUTLINE
HOW DO YOU MARKET IN A
DIGITALIZED WORLD?
Filter - Marketing Automation
•  Omni-­‐‑Channel	
•  Omni-­‐‑Device	
•  24/7  Online	
•  Real  Time	
•  Instant  Gratification	
•  Struggle  for  AFention	
•  Globalization	
•  Individualization  	
EXTERNAL
CHALLENGES
BUYERS WAIT UNTIL THEY
HAVE COMPLETED 60-80% OF
THEIR RESEARCH BEFORE
REACHING OUT TO VENDORS
SiriusDecisions
BY 2020 CUSTOMERS WILL
MANAGE 85% OF THEIR
RELATIONSHIP WITH A
BUSINESS WITHOUT TALKING
TO A HUMAN BEING. Gartner
CHALLENGES
Source:  Mesh  Agency
OMNI-CHANNEL 360° VIEW
TECHNOLOGY IS THE BACKBONE OF MODERN MARKETING
Platforms and technologies that streamline, automate and measure marketing
tasks and workflows
MARTECH
>2000	
 200%	
 1876	
 43
Filter - Marketing Automation
AT THE END OF THE DAY,
MARKETERS DON’T WANT
TECHNOLOGY FOR ITS OWN
SAKE - THEY NEED THE
TECHNOLOGY TO DRIVE
OUTCOMES.
WHAT IS MARKETING
AUTOMATION?
Filter - Marketing Automation
• Tool(s)	
• Marketers  cockpit	
• Focus  on  lead  acquisition  and  demand  generation	
• Automate  marketing  processes:	
• Strategic  planning  and  campaign  design	
• Customer  segmentation	
• Lead  generation  and  management	
• Nurture  campaigns	
• Prospect  scoring	
• Analytics	
• …	
WHAT IS MARKETING AUTOMATION?
16 April 2015
MARKETING AUTOMATION = TOOLBOX
The  rise  of  
marketing  
automation
Filter - Marketing Automation
BACKBONE PLATFORMS
PROMISES
Filter - Marketing Automation
Filter - Marketing Automation
•  More  leads  –  higher  revenues	
•  Do  more  with  the  same  resources  -­‐‑  automation	
•  Align  sales  and  marketing  –  enable  sales  
performance	
•  High  ROI	
PROMISES
Filter - Marketing Automation
BEFORE YOU START…
Filter - Marketing Automation
Source:  VB  Insight’s  State  of  
Marketing  Technology  Report	
AVERAGE USE
OF
CAPABILITIES
CHALLENGES TO
IMPLEMENTING
MARKETING
AUTOMATION
SELECTING THE RIGHT
MARKETING AUTOMATION
SYSTEM / PLATFORM
•  Different  systems  /  platforms	
•  Not  a  one-­‐‑solution-­‐‑fits-­‐‑all	
•  Depends  on  your  business  processes	
	
•  Requirements	
•  Functionalities	
	
B2B VS B2C
Which one is the best for
your business?
Trustradius:  2014  Buyer'ʹs  Guide  to  
Marketing  Automation	
COMPANY SIZE
Small Business <50
employees
Trustradius:  2014  Buyer'ʹs  Guide  to  
Marketing  Automation	
COMPANY SIZE
Mid-size 51-500
Employees
Trustradius:  2014  Buyer'ʹs  Guide  to  
Marketing  Automation	
COMPANY SIZE
Enterprise >500
employees
•  Illustrate  benefits	
•  Focus  on  specific  marketing  challenges	
•  Demonstrate  potential  return	
•  Estimate  what  it  takes  to  get  started  (time  and  
resources)	
*  If  possible  illustrate  with  use  cases	
Aligned with your
marketing strategy
BUSINESS CASE
FROM BUSINESS
OBJECTIVES TO
REQUIREMENTS
8  sections:	
	
•  Integration	
•  Functionalities	
•  Interface	
•  Reporting/dashboards	
•  User-­‐‑friendliness	
•  Customer/Support  Services	
•  Technology	
•  Security	
REQUIREMENTS
PRICING
Pepper  Global  “Marketing  
Automation  Trends  Report  2014”	
PURCHASING
MARKETING
AUTOMATION
REASONS
Automation  Vendor	
 Acquired  /  Merged	
Adobe	
 Behance  (2012)  /  Neolane  (2013)	
Hubspot	
 PrepWork  (2013)  /  Chime  (2013)	
Marketo	
 Crowd  Factory  (2012)  /  Insightera  (2013)	
Oracle	
 Eloqua  (2012)  /  Compendium  (2013)  /  Responsys  
(2013)  /  Corente  (2014)	
Salesforce	
 Clipboard  (2013)  /  ExactTarget  –  Pardot  (2013)	
IBM	
 Silverpop  (2014)	
Microsoft  Dynamics	
 MarketingPilot  (2012)	
SAP	
 ?	
MARKETING AUTOMATION MARKET EVOLVES FAST (2012-2014)
+/- 6 billion $ in marketing software acquisitions
BENEFITS
MAIN BENEFITS – SURVEY 2014 (B2B)
3%	
4%	
8%	
9%	
10%	
30%	
36%	
0%	
 5%	
 10%	
 15%	
 20%	
 25%	
 30%	
 35%	
 40%	
Multichannel  Marketing	
Lead  Management	
Reduction  of  human  error  in  campaigns	
BeFer  Email  Marketing	
Improving  the  customer  experience	
BeFer  targeting  of  customers  and  prospects  	
Taking  repetitive  tasks  out  of  marketers  hands	
Source:  Redeye  and  TFM&A  Insights  “The  Marketing  Automation  Report  2014”  (2014)
•  Don’t  focus  on  the  technology,  but  on  what  you  
want  to  achieve  =>  business  case	
•  Company  wide  vision  on  how  to  implement  and  
integrate  marketing  automation	
•  Match  requirements  with  functionalities	
•  Make  sure  you  understand  the  pricing  model	
•  Think  about  the  future!	
TAKE AWAYS
www.happifish.be
Strategic Content Marketing
Employee Activation
Digital Marketing Excellence &
Marketing Automation
Training & Workshops

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