title: pepper_whitepaper_marketing_automation_us
TRANSCRIPT
A GLOBAL COMPUTERSHARE COMPANY
Modern marketing and the rise of marketing automationA Pepper Whitepaper
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The challenge
Modern marketing: The big picture
Consider for just a moment some of the changes in the online world over the past decade.
Worldwide internet users have boomed from 500 million in 2002 to over 2.2 billion in 2013. The average daily internet usage was 43 minutes a decade ago; today’s digitized population is online for over 4 hours a day. Three million websites have exploded into over 555 million—that’s a 1733% increase in content in just a decade.1
But it’s not just the digital landscape that’s changing; it’s also how people interact with information within it. The communication channels that were so important ten years ago—print, TV, out-of-home advertising—have increasingly given way to new media, and email, social media and blogs are just the beginning. Customers are using different communication channels, especially during the purchasing process. New audiences are accessing more information than they ever could before. And content is being digested in increasingly disparate ways.
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The solution
In attempting to meet this challenge, modern marketing tactics have to take these radical changes into consideration to inspire meaningful conversations at different stages of the buyer’s journey by delivering the right content via the right medium at exactly the right time. This is only possible with precise targeting and segmentation that drives the integration of marketing and sales.
But integrated communication, trigger-based or even multi-channel campaigns naturally increase the complexity of any marketing strategy. One needs to sift through terabytes of customer and industry data in order to:
All of these factors shape the end challenge: Modern marketers have to adapt to the challenges of changing buying behavior.
•Offer the right content at the right time in the right place
•Target specific audiences and personas
•Address the needs at each stage of the buyer’s journey
•Offer relevant and involving content to inspire meaningful conversations
At the center of this complexity are deep customer insights, precise targeting and proper segmentation that allow for truly dynamic and inspiring communication—turning once-static messages into one-on-one dialog that meets every consumer’s specific needs and interests.
Dynamic communication
Static communication
Mass communication
One to one communication
Impact
Com
plex
ity
Static messages to one target audience
One-on-one dialog with several audiences
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Managing complexity
Of course, this complex mix of media, messages and insights provides exciting opportunities for modern marketers, but it also raises clear challenges. For one, how does one plan, manage and optimize marketing campaigns when so much data is at stake?
In the past, static communication only required simple and linear processes: you define a message, send it out and hope that someone wants to hear. This one-to-many communication has little direct interaction and the campaign planning is straightforward.
Integrated, multi-channel communication is far more dynamic; this one-to-one communication style allows for a very high level of interaction, and the customer can play an active role in the dialog based on the actions he takes. Of course, that also means that marketing processes will be more complex, require more specific management and develop over a longer timeframe.
These are exactly the challenges—increased complexity, management effort and time— that few marketers have the capacity to handle.
Enter marketing automation. In order to optimize interaction with target audiences and achieve sales goals faster and more efficiently, marketing automation tools can help marketers streamline, automate and measure different marketing tasks and workflows.
The evolution of modern marketing: Managing complexity
Static messages to one target audience
Dynamic communication
Static communication
Mass communication
One to one communication
Impact
Com
plex
ity
One-on-one dialog with several audiences
Efficie
ncy
5
Marketing automation
Marketing automation enables marketers to streamline complex customer communications, automate the dialog based on consumer actions and optimize campaigns in real-time to ensure the best possible results.
This is more than simply lead generation—a finely tuned marketing automation program enables marketers to create meaningful conversations with each target over the entire customer lifecycle, fully customizing the content to meet their specific needs and interests.
Marketing automation tackles each of the challenges of modern marketing, while allowing marketers to thrive off of the enormous amounts of data collected through new media techniques—rather than drown under it.
Benefits from a communication perspective:
•Deeper understanding of prospects and customers
•Optimized touch points and interaction at each stage of the buying decision process
•Optimization of different workflows to manage increasing campaign complexity
•Personalized, targeted messages that resonate with individual customers
Benefits from a process standpoint:
•Quicker time to close, due to shorter customer creation times and analytics-driven process improvement
•Efficiency and productivity improvements, as automation allows you to do more with fewer people
•Productivity improvements as a result of adopting data-driven decision making and marketing
The benefits of marketing automation
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Automation strategy
Finding the right balance also applies to the format of your marketing automation program—how many touch points you develop, what your editorial calendar looks like, what media you work with. By developing a program with the correct complexity, you can better meet your specific sales goals.
Pepper defines three general marketing automation scenarios with varying complexity.
Finding the right fit
Essential scenario Advanced scenario Pro scenarioManagement of small programs through outbound mail, landing pages and simple lead nurturing through email auto-responders
Management of several campaigns to selected target groups, requires full range of marketing automation functions, applied in simple ways
Management of hundreds of campaigns for different products in different locations, including special features for automated content selection, project man-agement, complex lead scores, or tight control over user rights
Example: Monthly email sends to customers and prospects• 65,000 subscribers• Setup and management of the
newsletter• Data management• Creation and send out of email
newsletters
Example: Campaign-based nurture program to create sales qualified leads• Set up of every individual
program based on campaign/flow setup
• Data management (modeling, segmentation, preparation)
• Execution of campaigns (template upload, testing, distribution)
Example: Dynamic worldwide B2B eNewsletter program• 10 million subscribers,
50 countries, 18 languages• Content collected globally in a
content management system•New content creation and
existing content adaptation• Regional decision makers
choose relevant articles•Work can be done across
regions on a 24-hour basis• Fully customizable content
based on user interest and history
Dynamic communication
Static communication
Mass communication
One to one communication
Impact
Com
plex
ity
Efficie
ncy
Essential scenario Advanced scenario Pro scenario
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Partner selection
This modular approach never subscribes to “one size fits all.” This is further supported by global executions that can be locally refined, to speak to targets, not at them. Through a truly integrated marketing approach, Pepper enables clients to make the most of their marketing automation budget through:
•Uniquely integrated strategy, technology and creativity
•Full-service marketing automation software diagnostics and setup
•Expertise in Eloqua as a worldwide certified partner
To be sure, a marketing automation campaign is only as valuable as the content driving it—that’s why it’s essential to find a partner who can combine technology, strategy and creativity to get the most out of these powerful marketing tools.
Pepper is the only provider who can fully support clients along the entire automation process from consulting (lead scoring, CRM integration), holistic planning (awareness, lead generation, lead nurture and advocacy), development, execution and measurement of integrated campaigns.
Partner with the integration experts
In the end, the challenges of modern marketing—big data, increasingly informed consumers and ever-growing communications channels—can either be an obstacle or an opportunity for today’s marketers.
Developing an automated, efficient and personalized approach to dialog marketing through marketing automation is a good first step to addressing the modern digital landscape—and preparing for the changes that the next decade has in store.
•Nurturing strategy• Lifecycle strategy• Segmentation and Data• Lead/customer scoring
Strategy
• Implementation of ELOQUA•Marketing automation as
managed services• ELOQUA training
Creativity
•Multi-touch campaigns• One-touch campaigns• Asset creation• Content development
Technology
Your point of contact
pepperglobal.com
Pepper is an international marketing and communications agency, delivering full marketing automation support, from communication strategy to technical implementation and creative development. This blend of strategy, technology and creativity enables Pepper’s clients to engage their targets along the entire lifecycle—from lead generation and development to CRM activities such as loyalty programs, cross- and up-selling opportunities and customer retention.
Contact us to learn more about how Pepper can deliver the marketing automation support that makes a measurable impact on your sales.
For more information
Munich
Markus DunzManaging Director Tel +49 89 30903 584 [email protected]
Chicago
Brennen RobertsManaging Director Tel +1 312 588 4774 [email protected]
Singapore
Caroline LimManaging Director Tel +65 6635 3939 [email protected]
Your contacts at Pepper: