6 key learnings from marketing automation day 2017
TRANSCRIPT
#MAD17
6 Key Learnings from Marketing Automation Day 2017
#1 Aiming for an optimized Customer Experience means focusing on 3 key areas
DATA CONTENT AUTOMATION
FOCUS ON THE MOMENTS THAT MATTER, SEGMENT YOUR
DATABASE & WRITE CONTENT FOR YOUR PERSONAS
TEST, LEARN &
ITERATE
#2 Not one vendor provides a 100% complete solution. Ecosystem integrations win!
1. Invest in a technology based on the customer’s needs
2. Prioritize data management and analytics functionalities
3. Include predictive analytics & intelligence
4. Enable channel mix, personalization & optimization
#3 Before creating an automation flow, answer 3 strategic questions: WHO, WHAT and HOW
WHO
Define your target
E.g.: HR Directors
WHAT
Define what you expect
that target to think or do
E.g.: Microconversions
HOW
Define the automation flow
E.g.: Set up a nurturing flow
#4 The success of your marketing automation depends on the success of your data collection
1. Focus! 20% of your data drives 80% of your business
2. Recency is more important than completeness
3. Owned data is better than third party data
#5 When starting with marketing automation, follow the lean start-up philosophy
THINK BIG
START SMALL
SCALE FAST
• Basic email personalization
• A/B testing
• Standard automation flows
(abandoned cart, welcome,
birthday) based on standard
triggers and declarative data
• …
• Drip campaigns
• Multi-variate testing
• Extended automation flows
(Product recommendations,
post-purchase messages)
based on behavioral data
• Lead scoring
• …
• Strategy & goal definition
• Sales & marketing model
• Conversion modeling
• Funnel management
• Process impact
• Communication impact
• Data impact
• Persona
• …
1500
58
6
1,2
850
1000
40
1
BEFORE MA
1150
NO / WEAK PROCESSSTRONG
PROCESSES
2000
45
5
5
78
85%
5%
18%
Leads
Inquiries
2% response rate
Closed
won
business
Opportunity
Database:
50k contacts
At an average deal size of 50k€: 50k€ 60k€ 250k€
MQL
Inquiries
3 to 4 % response rate
SQL
SAL
Database:
50k contacts
5
11%
75%
5%
20%
11%
3,9%
58%
23%
49%
AFTER MA
#6 Put numbers on your sales funnel and prove the impact of Marketing Automation Implementation!
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Want to discuss your marketing automation challenge over a coffee?
TALK TO ONE OF OUR AUTOMATION EXPERTS!
9
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Discover all our experts on: www.thehouseofmarketing.be/who-we-are
Dennis De Cat
Your client manager
Leading innovation
at The House of Marketing
+32 499 12 97 52
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