The pace is fast and the competition fierce. Adopt our eight Marketing Automation best practices and discover how you can: - Increase efficiency across your entire organisation - Create stronger customer relationships and drive brand loyalty - Increase revenue and business growth

1. EIGHT
BEST PRACTICES
to deliver a knock-out
Marketing Automation
programme

2. MARKETING AUTOMATION: PAGE | 2
EIGHT BEST PRACTICES TO DELIVER A KNOCK-OUT MARKETING AUTOMATION PROGRAMME
www.vutu.re/solutions
explore@vutu.re
London
+44 20 7928 6250
New York
+1 646 569 9079
Sydney
+61 (0) 2 82160767
Overview
Marketing Automation provides a
strategic approach that can really
pack a punch. Marketers believe
the most important strategic goals
for Marketing Automation are
increasing lead generation and
supporting lead nurturing.1
The return on this investment is, of
course, business development and
revenue growth, so how can
marketers realise these goals and
set themselves and their
organisation up for success?
Here we offer our eight
best practices to
harness the power of
Marketing Automation.
___
1
Ascend2

3. MARKETING AUTOMATION: PAGE | 3
EIGHT BEST PRACTICES TO DELIVER A KNOCK-OUT MARKETING AUTOMATION PROGRAMME
www.vutu.re/solutions
explore@vutu.re
London
+44 20 7928 6250
New York
+1 646 569 9079
Sydney
+61 (0) 2 82160767
1. Start with
a strategy
When surveyed, 52 per cent of
marketers cited lack of an effective
strategy as their barrier to Marketing
Automation adoption.2
Having the right foundation in place is
paramount to the successful adoption
of Marketing Automation.
You don’t have to have all the answers
but start by considering what would
help with the day-to-day running of your marketing team, implement tools that will
support this and build from there. Starting too big won’t set you up for success.
2. Put the client at
the centre of your
organisation
By 2020, it has been suggested that customer experience
will overtake price and product as the key brand
differentiator.3
With that in mind, there has never been a
more important time to put your clients front and centre of
your business.
A Marketing Automation strategy should start with your
client; curate customer insights, create personas, and
cultivate customer journeys.
___
2
Ascend2
3
Walker
60%
Customer-centric
organisations
were found to be
60 per cent more
profitable than
companies that
were not focussed
on the client.

4. MARKETING AUTOMATION: PAGE | 4
EIGHT BEST PRACTICES TO DELIVER A KNOCK-OUT MARKETING AUTOMATION PROGRAMME
www.vutu.re/solutions
explore@vutu.re
London
+44 20 7928 6250
New York
+1 646 569 9079
Sydney
+61 (0) 2 82160767
3. Integrate your
systems effectively
There is no single Marketing Automation
system that will fit all needs. Integration of
different platforms and technologies is
required to get the job done. Your CRM
needs to talk to your Marketing Automation
software, which should be connected to
your marketing channels, and linked back to
your tracking and analytics.
This will demonstrate the
return on marketing
investment and ensure all
systems talk to each other to
provide enhanced reporting
and forecasting, and drive
revenue growth.
4. Deliver relevant
communications
when and where the
client wants them
According to a recent report, 74 per cent of
marketers said that targeted personalisation
increases customer engagement.4
Furthermore, segmented campaigns
were found to increase revenue by
760 per cent.5
The combination of
customer analytics and Marketing
Automation will help to create a single view
of the customer to share consistent and relevant communications,
seamlessly, across all channels. This, in turn, creates relationships built on
trust; driving loyalty, increasing retention and amplifying advocacy.
___
4
eConsultancy
5
Campaign Monitor

5. MARKETING AUTOMATION: PAGE | 5
EIGHT BEST PRACTICES TO DELIVER A KNOCK-OUT MARKETING AUTOMATION PROGRAMME
www.vutu.re/solutions
explore@vutu.re
London
+44 20 7928 6250
New York
+1 646 569 9079
Sydney
+61 (0) 2 82160767
5. Share content that
engages through
storytelling
Stories alter the brain’s chemistry.
Cortisol is released when attention is
required; dopamine to aid complex
learning, with the promise of a reward;
and the neurochemical oxytocin, or the
‘trust molecule’, to promote empathy.
These hormone-generating responses,
respectively, take us through the funnel
from top to bottom and can be used to
tell stories that convert sales.6
Use digital tools to augment the
narrative process through interactive
storytelling and create more
immersive, sensorial experiences for
prospects and clients.
6. Optimise for mobile
Average smartphone conversion rates are up 64 per cent compared to the average
desktop conversion rates.7
Add to this that mobile optimisation is one of Google’s
main ranking signals and you have a compelling case to begin optimising. Websites
and communications are, and will continue to be, accessed through mobile devices, so
customer experiences must be tailored accordingly. And with Google taking the lead
this is a trend that will continue to gather pace in 2018.
___
6
Giovanni Rodriguez, Forbes
7
CMS Report

6. MARKETING AUTOMATION: PAGE | 6
EIGHT BEST PRACTICES TO DELIVER A KNOCK-OUT MARKETING AUTOMATION PROGRAMME
www.vutu.re/solutions
explore@vutu.re
London
+44 20 7928 6250
New York
+1 646 569 9079
Sydney
+61 (0) 2 82160767
7. Adopt account-
based marketing
Account-based marketing demonstrated higher ROI than any other marketing
activities, according to 97 per cent of marketers.8
Broad-brush, lead-based marketing
is no longer sufficient or, indeed, efficient as a revenue driver on its own. With the
capability to segment and sub-segment your audiences more effectively and
personalise communications in real time, greater opportunities abound. Marketers
can concentrate on high-value accounts with clear ROI, trim back resource waste and
align more efficiently with Sales teams.
8. Collect the right
client insights and
score your leads
Big data is a term many of us are familiar with. But we shouldn’t dwell
on complex big data, we must focus on the right data. Extracting
customer insights provides us with client behaviour that helps us
personalise experiences and engage with customers when and how
they choose. Furthermore, create a lead scoring programme, with
points allocated to different lead-based interactions, and you can
establish automated triggers to deliver relevant communications
and nurture prospects through the funnel more efficiently.
___
8
Alterra Group

7. MARKETING AUTOMATION: PAGE | 7
EIGHT BEST PRACTICES TO DELIVER A KNOCK-OUT MARKETING AUTOMATION PROGRAMME
www.vutu.re/solutions
explore@vutu.re
London
+44 20 7928 6250
New York
+1 646 569 9079
Sydney
+61 (0) 2 82160767
About
Vuture
Vuture was established to transform the communication and event model
for professional services. Our cloud-based software enables its users to
create value-driven client experiences that resonate to build trusted
relationships and drive brand loyalty. Like most businesses we couldn’t do
it on our own. We work with clients and partners to innovate and grow,
while ensuring that what we deliver is tailored to our customers’ wants
and needs to help them do the same.
What we’re saying is that we look after number one: our clients. And we
ensure that your clients are at the heart of what we do, too.
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To learn more about marketing automation, email explore@vutu.re
or visit www.vutu.re/MarketingAutomation