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May 4, 2016

Presented by: Dan Donovan

Marketing Automation

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In this session, we’ll briefly define and discuss Marketing Automation: What does it mean?

How does it work (or not)? and What are some of the ways individuals, organizations and

the systems being used by each can take advantage of email, social and Web automation in

order to see a stronger return on their Marketing investment, resource allocation and time?

Note: This session is intended to be both formative and informative, so I hope you brought your experiences, observations and insights into what you’ve seen work well, or not, to fuel the discussion.

Session Abstract

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Introductions

What is Marketing Automation?

How does it work?

Why should we care?

Agenda

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https://www.linkedin.com/in/danielbrendandonovan?trk=nav_responsive_tab_profile

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Q1 What is Marketing Automation?

“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.” - Marketo

“Marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data integration and campaign management. The use of marketing automation makes processes that would otherwise have been performed manually much more efficient, and makes some new processes possible. Marketing automation is an integral component of customer relationship management.” - eMarketer

“Technology that allows marketing and sales departments to create, deploy, and automate online marketing campaigns and sales activities that increase revenue and maximize efficiency.” – Salesforce

“Nice idea, if it works.” - Dan

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Q2 How does it work?

Example #1: A small Marketing team without a fully dedicated social media manager decides to use social media to expand their brand reach, taking advantage of Hootsuite’s bulk upload feature.

Challenges: • Facebook followers are not monolithic• Canned content can feel like a push, rather than a genuine commitment to a community of followers• Lack of dedicated resources means comments, replies and DMs can go unanswered or turned off• Social media is not 1 channel, it’s always on and the appetite is virtually insatiable for the right audiences

Benefits• Highly efficient and cost-effective way to reach people inside (and outside) the newsfeed: Consider dark posts & organic re-

targeting• Measurable (see conversion pixels, analytics)• Fun, flies under the radar

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Q2 How does it work?

Example#2: The Web and Marketing teams at a well-known academic medical center decide to create an email nurturing campaign, including patients who have visited their Orthopaedic department in the last 12 months for a variety of procedures; as well as those who have completed forms on a landing page, attended community events and signed up for free magazines.

Challenges: • Most have not explicitly opted in to receive this message. • Some did not have a positive experience.• The terms and conditions of the list usage were not clear.• Customer service/call center staff turnover or shift changes.• Some had heard from the department in several months. • Some had already gone to competing institutions for their care--because it took so long to figure out the user flow,

communication hierarchy, logic and content variations required to satisfy each type of user scenario or part of the decision tree.

Benefits• With a good list and a decent open rate, you can make serious dough.• Most people see email as a form of record-keeping, for whatever they subscribe to and need.• Immediate, global messaging

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Q2 How does it work?

Example #3: A small Marketing & Corporate Communications team spends most of their day defining, documenting and deliberating the nature of requests from across the organization and the globe. They a need a way to centralize their requests into a Sharepoint web form, so they can automate and assign projects and tasks.

Challenges: • Cultural: most people like to avoid a process or a system that asks questions they cannot answer?• Technical: some Sharepoint notifications or alerts stopped functioning for people who followed “sites”.• Procedural: In a matrix organization, it’s hard to know who makes the final decision, even when a RACI

model or role clarity is established.

Benefits• Marketing team has a historical record of the requests, the project requestor, status, timing and other

aspects of the request that was elicited through lengthy discussions or meetings.• Project requestors can be notified when their request has changed status and been completed.• Management can see which projects are coming up and which just need to be “added to the queue”.

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• 86% of marketers said that marketing automation improved nurturing

• 73% of marketers said that it gave them measurable results• And 66% of marketers said that it enhanced targeting and

personalizationSource: eMarketer

Q3 Why should we care?

But why do those things matter?

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<strong> Thank You </strong>

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Questions that cannot be automated

o Who are you trying to reach?o What are you trying to do, or get them to do?o When does this need to be done, delivered?o Where will it happen, appear, show up, etc?o Why are you doing it?o How do you intend to do it?

oOther questions: Who decides what’s good, or ready?

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Device graph Proximity & Behavioral intel

Website engagement trendsCompetitive engagement trends

Tracking across all digital environments:

- Mobile Web (Cookie ID)- Mobile App (IDFA)

- Desktop (Cookie ID)

Location Signals:- Lat/Long (device GPS)- Specific POIs- App useBehavioral Profiles:- AddThis, Axciom,

BlueKai, Evite- Behavior on publisher

partners

Tracking across all digital environments:

- Pixel TGT sites- SDK in Target apps

- Integrate w/ Beacon data- Connect CRM data

CPG Purchase Data:- Kantar Shopcom- Nielsen Catalina Solutions- DatalogixCredit Card Transaction DataApp detection

Use the power of third-party data to both expand our knowledge of the current customer set & give us access to real world in-market activity that can signal unique communication deployments

Data-driven media automation