Marketing automation: too expensive? too difficult? which system should you choose? who's job is it to manage it? why does it fail/succeed? This presentation offers an answer to all of these questions.
5. www.happifish.be
We help companies to create marketing that
people actually want.
Because we believe marketing should be
relevant to customers.
6. • Digitalized world
• Marketing technology
• What is Marketing Automation?
• Why Marketing Automation?
• How to select your ideal Marketing Automation
Platform?
• Challenges
• Benefits
OUTLINE
28. • More leads – higher revenues
• Do more with the same resources -‐‑ automation
• Align sales and marketing – enable sales
performance
• High ROI
PROMISES
35. • 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?
39. • 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
46. 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)
47. • 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