is marketing automation just automated marketing? emarsys
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VIENNA • LONDON • MUNICH • ZURICH • BERLIN • PARIS • HONG KONG • MOSCOW • ISTANBUL • BEIJING • SINGAPORE
Is Marketing Automation just automated marketing?
VP Marketing emarsysJohn Fleming
Is retail struggling?
Every department needs to trim it’s cost
• Marketing Budgets not increasing
• ‘More for less’• Greater Efficiency• Increased ROI
Email Marketing was the answer
• Recipients now more selective• Who they want to hear from• What channel they want to receive • Are becoming ‘self selecting’ in what the read
Is it now Marketing Automation?
Lifecycle Marketing Automation
Background
• B2B prospects research• Sales people are expensive
resources• Technology was able to
assist• ‘Warm leads’ passed to sales
Unknown Known Responsive Prospect
Identify Capture Engage Convert
Lea
d N
urtu
ring
Lead Lifecycle
B2B Marketing Automation Lifecycle
‘Sales Ready Leads’
The revolution in online B2C businesses
• Customer and prospects browse extensively• Look for recommendations• Short buying cycle• Traditional B2B lead nurturing too expensive
The revolution in online B2C businesses
• Customer still crave a ‘personal shopping experience’
• Loyalty schemes• ‘Opt-in’
Trademarks acknowledged
First Time Customer
Repeat Purchaser Premium Customer Inactive Customer
Develop Mature Retain Reactivate
Cus
tom
er L
ifetim
e va
lue
Customer Lifecycle
Understanding the B2C Customer Lifecycle
Automate your marketing
• You could automate all of your customer interaction
• From order processing to predictive behavioral triggers
Automate your marketing - example
Think big, start small
First Time Customer
Repeat Purchaser Premium Customer Inactive Customer
Develop Expand Retain Reactivate
Cus
tom
er L
ifetim
e va
lue
Customer Lifecycle
First OrderInstant confirmationDelivery updateGoods despatchedAbandon basketThank You
Up-sell /Cross-sellThis would go with your last purchaseSatisfaction survey
Exclusive offersVIP customer previews Free delivery
Special Offers'We miss you'
Special OffersFree delivery
Follow up email
@
Wait 7 days
CRM
Update CRMWeb2lead form
From theory…
Web2lead form
Responded
Not Responded
@
Send offerBased on
preferences
@Send reminder with
introductory offer
Wait 14 days
@Send Newsletter
Wait 30 days
Responded
Not Responded
…to implementation
On submitting form
Add to CRM Wait 14 daysOn submitting Preference form
Email responseWith preference request
Send email offer based on
preferences
Finish
FinishSend email reminderwith offer
Send Newsletter
Responded
Not Responded
Wait 7 days
Responded
Wait 30 daysNot Responded
Unknown Known Responsive Prospect
Identify Capture Engage Convert
Lea
d N
urtu
ring
Lead Lifecycle
First Time Customer
Repeat Purchaser
Premium Customer
Inactive Customer
Develop Mature Retain Reactivate
Customer Lifecycle
Custom
er Lifetime valu
e
The complete marketing lifecycle
Unknown Known Responsive Prospect
Identify Capture Engage Convert
Lea
d N
urtu
ring
Lead Lifecycle
ProfilePreferencesCategory choices
DiscoverWeb behaviourEmail Responses
OffersFree DeliveryInitial discount
Take some lessons from B2B marketing automation
RegisterBlogs / SocialLanding PagesWeb2 Lead forms
Its not just about sales
• Marketing automation can assist:• Customer support• Customer loyalty• Data cleansing
Conclusions
• Marketing automation for B2B is most effective along the lead lifecycle
• Marketing Automation for B2C is most effective along the customer lifecycle
• In both areas it:• Reduces costs• Increases effective communication• Targets customers and prospects with different
messages
Conclusions
• Before you start to look for suppliers:• Understand your requirements
• What are your goals?• Think from your customers perspective
• Don’t be put off by what you see in the marketplace
• Start small but think big• Take easy tasks first
• Then build more complex campaigns
• Don’t use increased sales as your first objective
• Short term pain delivers long term gain
First 25 people back to our stand
E5045Will receive a complimentary book.
