A personal approach is key to success in today's marketing landscape. Discover the why, how and what of marketing automation, the tool that helps you pull off your highly relevant one-on-one communication.

1. Marketing automation
does not happen
automatically

2. WHY
Chapter 1

3. Why
Our society changed 360°.
3
Digital.
Data.
Time.
Personalization.

4. Why
Why is customer centricity so important for your
success?
4
Digitization.
Everything needs to
be digital in our new
society.
For everyone.
Everywhere.
Every time.
Data.
Digitalization enables
data. Customers
leave their fingerprint
every time. However,
it’s not about the
amount of data, it’s
what you do with this
data.
Time.
People need
optimization, they
don’t have time to
waste.
Personalization.
Need for an ultra-
targeted level with
consistent messaging.
Right message to the
right target at the right
moment.
1 2 3 4

5. Why
We live in an experience world!
5
SPOILT FOR
CHOICE
DEMAND BETTER
SERVICE
HIGHER
EXPECTATIONS
LIKELY TO
COMPLAIN

6. Why
Digitization.
By the year 2020, an entire generation, Generation C (for “connected”), will have
grown up in a primarily digital world. Computers, the Internet, mobile phones, texting,
social networking — all are second nature to this group. Their familiarity with
technology, reliance on mobile communications, and desire to remain in contact
with large networks of family members, friends, and business contacts will transform
how we work and how we consume.
The phenomenon of digitization is reaching an inflection point. The effects of an
increasingly digitized world are now reaching every corner of our lives because three
forces are powerfully reinforcing one another:
6
1
Consumer pull
Technology push
Economic benefit

7. Why
Data.
To save crucial contact information, it sheds light on where your contacts are in the
marketing funnel, what resources they’ve downloaded, what web pages they’ve
interacted with, and most importantly, enables you to set-up processes that will
automatically perform crucial tasks for you based on these interactions.
When figuring out how to increase ROI and ensure the success of your business, you need
to have direct access to your critical marketing KPIs.
An automated platform allows you to tag all of your marketing activities with the
campaign they’re associated with and also see comprehensive analytics of your traffic,
conversion rates, clicks, etc. all in one place. Robust, multi-functional tools like this give
you a big picture on your data and how everything works together, rather than forcing
you to jump from platform to platform.
7
2

8. Why
Time.
More and more customers expect that things are done for them. People are looking for
convenience: how to get more things done in less time? Thanks to applications like ‘If this,
then that’, our household runs itself and our mailbox lives its own life. Based on context,
geo-location and hour of the day, the application decides on its own to get the coffee
dripping, turn on your heating, open the garage door or get the water in your bath
running. It will tell you when to leave for your next meeting and catalog your emails for
you. After just a few clicks we can live in an automated world, increase our productivity at
work and focus on the people we love instead of thinking of household chores.
8
3

9. Why
Personalization.
To be successful in today’s marketing landscape, marketers need to focus on an
individual approach. Although a lot of companies still struggle in gaining a single view on
the customer, aspects such as customer engagement and customer experience
optimization are perceived to perform well. Technologies such as geo-tracking, click
behavior and intelligent UX software will give the users what they need without asking.
Placing the customer at the center of a company’s attention seems very straightforward.
Would you plan a marketing strategy that is not focused on your customers? It probably
wouldn’t last long. Today, we all apply customer centricity at some level. However,
companies don’t have the right data at the right moment, neither the right processes to
be successful in customer centricity. They are bombarding their customers with up to 2000
marketing messages a day. We clearly need to change the way we do marketing rather
sooner than later.
9
4

10. HOW
Chapter 2

11. How
Call me maybe…
11
STOP
Mass communication
START
1-to-1 communication

12. By executing 1-to-1 communication, we need more data.
Marketing Automation
is the tool that allows you to be relevant by using the massive amount of “fingerprint” data
Fingerprint marketing in a data-driven environment.
0
0
How12

13. MA optimizes the sales funnel and turns leads into
customers/advocates.
Awareness
Interest
Promo
&Trial
Purchase
Loyalty Advocacy
Generate
LEADS
Generate
PROSPECTS
Generate
SALES QUALIFIED LEADS
GenerateCUSTOMERS
Generate
LOYAL CUSTOMERS
Generate
ADVOCATES
GOAL
PROGRESSIVE
PROFILING
CATCH CONNECT CONVERT CONTINUE CHERISH
CONTENT
HYGIENE CONTENT
HUB CONTENT HUB CONTENT
HERO CONTENTHERO CONTENT
How13
0
0

14. How
No lead management means a leaky funnel.
Lead generation
campaigns are
created through
marketing automation
platforms to drive leads
to optimized landing
pages from:
Generating leads Identifying leads Qualifying leads Sales-Ready Leads
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Nurturing Leads
• SEO
• PPC
• Email
• Social Media
• Webinars
• PR
Marketing automation
helps to identify
website visitors by traits
such as:
• Buyer’s type
• Job title
• Purchase power
Marketing automation
scores and labels leads
based on factors such
as:
• Visitor intent
• Number of website
visits within a period
of time
• Visits to a key web
page
• Clicks on links in
emails
Marketing automation
helps you create
campaigns to nurture
leads with targeted
content that helps them
make buying
decisions:
• Whitepapers
• Blog posts
• Case studies
• Webinars
• Other types of
content
After going through a
carefully crafted
process visitors
become sales-ready
leads thanks to
marketing automation.
Catch Connect Convert
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0

15. 91% of the most successful users agree that marketing
automation is ‘very important’ to the overall success of their marketing across channels,
yet marketing automation is only used by 15%.

16. Strategy & Vision
ANALYZE DESIGN BUILD RUN
PROTOTYPE
THoM’s 4-step approach of proven success.
1 2 3 4
Content
Data
Organization
Technology
Objective is to assess the
current AS IS situation & define
the gaps
Objective is to design the
TO BE situation
Objective is to build & test the
different components
Objective is the continuous use
of the platform for an increasing
amount of marketing activities
How16
0
0

17. WHAT
Chapter 3

18. What18
Marketing Automation defined by some of the
software vendors.
INBOUND MARKETING
Marketing automation
refers to the software that
exists with the goal of
automating marketing
actions. Many marketing
departments have to
automate repetitive tasks
such as emails, social
media, and other website
actions. The technology of
marketing automation
makes these tasks easier.
ENGAGEMENT MARKETING
Marketing automation is a
category of technology
that allows companies to
streamline, automate, and
measure marketing tasks
and workflows, so they can
increase operational
efficiency and grow
revenue faster.
EXPERIENCE MARKETING
It is a comprehensive
marketing solution which
enables marketers to
measure, personalize and
optimize marketing
campaigns and digital
experiences for optimal
marketing performance.
ENGAGEMENT MARKETING
Marketing automation is a
software platform that helps
you to automate your
marketing and sales
engagement to generate
more leads, close more deals,
and better measure
marketing success.
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19. Stay tuned for
more marketing
automation in
the upcoming
weeks…