Marketing Made Personal

Marketing Made Personal

Upgrading from Batch & Blast to Adaptive Marketing

Katie JamesonHead of EMEA Marketing at Act-On Software, Inc.@ActOnSoftware

[ Digital marketing disruption]

[ The marketing success path of the future]

[ Marketing automation is the way forward]

[ Q&A ]

Katie JamesonHead of EMEA Marketing at Act-On Software, Inc.@katie_jameson

© 2017 SugarCRM Inc. All rights reserved.

CONFIDENTIAL

Driving marketing success has become extremely complex

Web Search

Views Product PageDownloads

eBook

Follow-Up

Email Downloads

Case Study Checks Social Page

Attends

Virtual EventSales Call #1

Meeting OccursDownloads

Datasheet

Follow-Up

Email

Connects with other

CustomersSales Call #2

Meeting Occurs

➢ 70%+ of the buyer’s journey is digital

➢ Filling the funnel requires more sophisticated inbound and outbound marketing

Driving marketing success has become extremely complex

Web Search

Views Product PageDownloads

eBook

Follow-Up

Email

Downloads

Case Study Checks Social Page

Attends

Virtual EventSales Call #1

Meeting OccursDownloads

DatasheetFollow-Up

Email

Connects with other

CustomersSales Call #2

Meeting Occurs

Marketers funnel challengeTrack, score, measure, and adapt

Website visitors

MQL’s

Social

Landing pages

Website

SEO & SEM

Tradeshows

Engaged contacts

Response rates

Email

Nurturing contacts

Nurturing accounts

Webinars

Ad-retargeting

Customer upsells

Customer retention

Onboarding comm’s

Newsletters

Upsell campaigns

Cross-sell campaigns

Webcasts

SQL’s/Opp’s created

Opp win rates

Lead hand off

Lead prioritization

Lead insights

Follow up templates

Access to key assets

SalesOutbound LoyaltyInbound

KPI’s

Tactics

© 2018 Act-On Software. All rights reserved.

Today’s digital marketing often falls into 1 of 2 levels

Batch and blast

Fragmented data

Manual efforts

Minimal lead info for Sales

Difficult to scale

Header

Segmentation focus

Customer data aligned

Automation in many areas

Sales sees key lead info

Enables campaign scaling

Email

Blasters

Multi-Channel

Campaigners

© 2018 Act-On Software. All rights reserved.

The Future of Digital Marketing

© 2018 Act-On Software. All rights reserved. | Proprietary and confidential. | Page 8

The evolution of digital marketing - marketing made personal

When you have deep data about buyer journeys(content, leads, steps)

You can do more than just automate

Make better decisions, respond in real-time to prospects, and

answer the question: what converts?

Adaptive marketing is about

higher conversion rates, higher open rates, and

higher close rates

© 2018 Act-On Software. All rights reserved.

Email

Blasters

Batch and blast

Fragmented data

Manual efforts

Minimal lead info for Sales

Difficult to scale

Header

Individual-level personalization

Data used in analytics that guide

Automated learning in key areas

Sales guided on next best action

Enables relationship marketing

Segmentation focus

Customer data aligned

Automation in many areas

Sales sees key lead info

Enables campaign scaling

Multi-Channel

Campaigners

Adaptive

Marketing Pros

So there’s another level to be striving for!

© 2018 Act-On Software. All rights reserved.

Why is Adaptive Marketing the way forward?

EFFICIENCY

INDIVIDUAL

PERSONALIZATION

IMPROVING

CONVERSIONS

One example of adaptive marketing - optimizing send times

Tuesday at 9am?In their specific time zone?

What’s the best time for each individual?

When did we get the best open rates in the past?

Do a little reading online?

Ask a few people in your network?

Would this apply to everyone?

For all messages?

Where they are at in their journey?

When should we send that email?

Learn from past campaigns

Do a little guess work & testing

AB

What if each recipient received your email at the optimal time?

Web Search

Views

Product A

PageDownloads

eBook

Opens follow-Up

Email Downloads

Case Study Checks Social Page

Attends

Virtual Event on

Product A

8:32 PM

8:36 PM

6:30PM

7:44 PM

5:30 PM

Next nurture email deliver to Beth:

7:30 pm

Top of funnel email campaign

(same message, 2 sets of ~30k contacts)16% increase in

average open rates

21% increase in average click

through rates

Real-world example - Adaptive Sending vs. ‘Send at 9 am’

© 2018 Act-On Software. All rights reserved.

Marketing automation works across the customer journey

Website visitors

MQL’s

Engaged contacts

Response rates

Customer upsells

Customer retention

SQL’s/Opp’s created

Opp win rates

SalesOutbound LoyaltyGrowing

Minimizing Manual work involved in achieving growth goals

Proving ROI and results in each area

Inbound

AND, an engine leveraging machine learning will drive success while:

IAM Services300% increase in

website traffic

PGA75% open rates and

70% conversion rates

on campaigns

TE+A MarketingSaw customer LTV grow

to 2x the industry

average client

nurturing

Avery Dennison200% increase in closed

won business quarter-

over-quarter

© 2018 Act-On Software. All rights reserved.

What Marketers should demand from vendors in this new era

CUSTOMER-CENTRICPHILOSOPHY

Value-based approach

focused on when you

engage customers

$

INDIVIDUAL PERSONALIZATION

FAST TIMETO VALUE

Focus on Marketing ROI,

guidance and support at

every step

Like Facebook/Google; leveraging

data from everywhere, supporting

adaptive marketing

© 2018 Act-On Software. All rights reserved.

We empower 4,000+ marketing teams

to achieve purposeful and

personalized customer engagement

A recognized leader in the marketing

automation space

About

Act-On

Visionary - ‘17 & ‘18

Profitable

100+ new hires in ‘18

Doubled R&D investment in ‘18

Marketing Made Personal

Questions?

Come and say hello we’re at booth T580

@ActOnSoftware@katie_jameson