Empowered buyers want to be enabled, not sold. This requires B2B marketers to shift focus from selling products to knowing and serving customers. Companies using standalone email are not able to garner insight and behavioral data to help facilitate the customer along the new buyer’s journey, as companies who have adopted marketing automation can. Why should you cross the chasm from email marketing to marketing automation? Join Act-On CMO, Atri Chatterjeee, & Christian Wettre, President of W-Systems – a top partner of both SugarCRM and Act-On, as they share challenges, best practices and lessons learned. This session will reference two innovative companies who have graduated from email to automation, and discuss how they have optimized marketing processes as a result.

1. CROSSING THE CHASM – FROM EMAIL
MARKETING TO MARKETING AUTOMATION
Atri Chatterjee, CMO of Act-On Software
&
Christian Wettre, President of W-Systems
@ActOnSoftware #iheartmktg #SugarCon

2. Agenda
• What’s the state of email marketing?
• Going from email to marketing automation
• Getting started
• Customer case studies
2

3. A Quick Poll
• How many of you are doing email
marketing?
• How many of you have increased your use
of email marketing?
• How many of you already see a positive
ROI from using email marketing?
3

4. Email Use Only Increasing
Source: Direct Marketing Association
74%
Increased
from 3 years ago
23%
Decreased
or Unchanged
from 3 years ago

5. Email Produces ROI
5
Email marketing
is producing
an ROI
Email marketing
will eventually produce
an ROI
Email marketing
is likely to produce
an ROI
Other
60%
32%
4%
3%
Source: © 2013 MarketingSherpa
Email Marketing Benchmark Survey
Methodology: Fielded December 2012, N=53

6. Email to Marketing Automation Gap
Established Market
Emerging Market
• Early Adopters
• New buyer’s journey
• Many more channels
• Seems complicated
• Broad use across B2B and B2C
• Millions of companies using it
• Focus on a single channel

7. Lots of Questions
I have a website, I am
blogging, I am tweeting…
Am I doing enough?
Google AdWords is
driving impressions,
but revenue?
Are people finding my
website when they are
starting their research?
People are on my
site now. How can I
connect with them?
Can I source my own
leads from the website &
social media?
I need to manage a
lot of marketing
channels.
I need to generate a lot
of leads. How do I
automate some of this? Can I get the full
marketing timeline
for this new lead?
Which of my
prospects is thinking
about me today?
I need some pickup
lines for engaging
my new prospect.
I love e-mail marketing,
now I need a roadmap
to the future
Which marketing
programs are really
driving revenue?

8. Crossing the Chasm
?
?
? ?

9. Case Study: Kasina (New York)
• Industry: Financial Services Consulting
• Converted from: Constant Contact
• Marketing Based On: Content
• Uses Act-On for:
– Act-On forms web site visitor capture
– lead scoring to focus sales attention to
most interested leads
– Integration to SugarCRM
9

10. Get Started with Today’s
Marketing Playbook
Profiling, Segmentation,
Persona-based Content,
Automated Nurturing
Behavioral Profile,
Social Intelligence
Build awareness when
prospects are doing their research
Engage prospects
as they go through the
consideration stage
Provide sales with the
intelligence and insight they need
to better engage the prospect
Content, SEO, SEM,
Social Media, Data Capture

11. Email Will Remain Essential
11
Print
Social
Events
PR
Email
Source: Forrester Research 2013
Top marketing tactics used during the customer lifecycle
Events
Email
SEO
Content
Telephone
Email
In-person events
Content
Webinar
Telephone
Email
Events
Webinar
Social
Content
ATTRACT CAPTURE NURTURE CONVERT REVENUE EXPAND
Integration with SugarCRM

12. Case Study: Online Tech (Michigan)
• Industry: Server Hosting Company
specializing in HIPAA, SOX, PCI and
Safe Harbor Hosting
• Uses Act-On for:
– Email Marketing
– Web Event Organization
– Marketing to Sales Lead Transfer
– Integration to SugarCRM
12

13. Nurture, Don’t Squander
When leads are not nurtured…
79% do not convert into sales
13
Source: Marketing Sherpa & Forrester Research
When leads are nurtured…
50% more are sales ready
at 33% lower cost

14. Use Scores to Prioritize Prospects

15. Choose a Platform not a Point Solution
Act-On Contacts Database, Behavior Database and Analytics Engine
CRM
EXTERNAL DATABASES
ERP
BILLING & OTHER LEGACY SYSTEMS
ACT-ON APIs
ACT-ON APPLICATIONS
INTERACTION POINTS
REPORTING
EMAIL
CONTACT
LIST
CONTENTEMAIL SOCIAL
NURTURING
WEBINAR INBOUND
SALES REPORTS
3RD PARTY APPS
ACT-ON PLATFORM
CAMPAIGN MANAGEMENT & AUTOMATION
USER INTERFACE

16. Case Study: W-Systems
• Industry: SugarCRM!
• Converted from: MailChimp
• Uses Act-On for:
– Email Marketing
– Web Event Organization (GotoMeeting Integration)
– Website visitor tracking
– Content Marketing Leads Capture (Act-On Forms)
– Inbound Lead SEO Analysis
– Lead scoring
– Integration to SugarCRM
– Email Bounce Processing / List Cleansing
16

17. Q & A
@ActOnSoftware @WSystemsCorp #SugarCon