Marketing Automation for the Customer Journey
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Marketing Automation for the C ustomer Journey Troy Burk Right On Interactive @troyburk @roi_marketing Douglas Karr Marketing Tech Blog @douglaskarr @mktgtechblog
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The marketer’s world is becoming increasingly complex. Marketers need to engage across multiple channels while ensuring consistency, continually updating tactics and plans, and executing campaigns in an effort to counter increasingly fickle customer loyalties and shorter attention spans. More and more marketers now rely on marketing automation to manage their increasingly complex marketing campaigns. In fact, according to BtoB Magazine’s study, 46% of B2B marketers are currently using marketing automation. However, not all platforms or philosophies are equal. In this presentation, you will learn: - How marketing automation has evolved - How to apply the concept of marketing automation to the customer journey - The difference between lifecycle marketing and marketing automation - How to increase engagement by increasing activity (social, email, landing pages, etc.) - Why lifecycle marketing is the key to sustainable success In addition, gain a better understanding of the required fundamentals to ensuring your marketing automation program is focused on the right things and is on the path to success.
Transcript of Marketing Automation for the Customer Journey
Marketing Automation for the Customer Journey
Troy Burk Right On Interactive @troyburk @roi_marketing
Douglas Karr Marketing Tech Blog
@douglaskarr @mktgtechblog
Doug is the author of Corporate Blogging for Dummies, Chief Blogger/Founder of the Marketing Tech Blog and CEO of DK New Media.
Marketing Automation for the Customer Journey
Troy is the CEO and founder of Right On Interactive (ROI). He is a recognized thought leader and speaker on the topics of lifecycle
marketing, marketing automation, lead scoring and nurturing, and email marketing.
Disclosure: DK New Media is an agency partner of Right On Interactive and ROI is a sponsor of the Marketing Technology Blog.
About the Marketing Tech Blog
The Marketing Technology Blog discusses the latest news, best practices, products and services for online marketing, search engine marketing, and marketing technology.
About Right On Interactive
Right On Interactive (“ROI”) is a customer lifecycle marketing software company that helps organizations win, keep and grow business. We do this through our lifecycle marketing solution that builds engagement throughout the lifecycle of every prospect and customer.
Agenda
S Introduction to Marketing Automation
S The Marketing Funnel is Outdated
S Marketing Automation meets the Customer Journey
S Introduction to Lifecycle Marketing
S Five Key Takeaways
What is Marketing Automation?
Software platforms designed for marketing departments and organizations to automate repetitive tasks. (Wikipedia)
Marketing Automation Benefits
S Generate a greater number and better quality of leads
S Reduced dependency on cold calling
S Shorten the sales cycle
S Improve marketing productivity
S Align sales & marketing teams
Marketing Automation Shortcomings
S MA primarily concerns itself with Lead to Qualified Lead stages
S Most MA platforms ignore the fact that your leads and contacts aren’t working their way through your campaigns in isolation
S Complexity and over-optimization
The Marketing Funnel is Outdated
S The B2B sales cycle has increased in length over the past 3 years (BtoB Magazine)
S Buyers can be up to 90% through the buyer’s journey before engaging sales (Forrester Research)
S Email doesn’t reach 95% of website traffic that remains anonymous (SiriusDecisions)
The C omplex B2B Buyer’s Journey
Who is EngagingHow are they EngagingReady to Buy
Lifecycle Marketing
Determine Ideal ProfileWho to TargetWhere to Spend Time
Who is Unengaged Loss of RevenueLack of Relevancy
VelocityEffectivenessReturn on Investment
Key Lifecycle Stage Metrics
Contacts: Number of contacts in a lifecycle stage at any one point in time.
Average Duration: Average length of time contacts stay within each lifecycle stage.
Conversion Rates: Rate in which contacts are converting out of one lifecycle stage into another.
Engagement: Average engagement score for all contacts within a lifecycle stage.
Ideal Fit & More Engaged
Ideal Fit & Less Engaged
Not Ideal Fit & Less Engaged
Not Ideal Fit & More Engaged
1. Different programs, campaigns and tactics
2. With different goals, strategies, resources and processes
3. Utilize different content 4. Know which tactics are more
effective for each stage 5. Determine when sales and
service engage
For Each Lifecycle Stage...
Ten Campaign Elements
1. Objective 2. Audience and Source 3. Key Messages 4. Value Proposition Supported 5. Channels
Awareness &
Recognition
Consideration &
Preference
Justification &
Selection
Delivery &
Satisfaction
Value &
Growth
6. Content Assets 7. CTA 8. Measurement Results 9. Schedule 10. Costs
Lifecycle Marketing Results
S Win, keep and grow more customers
S Prove the value of your marketing efforts
S Know which programs, campaigns and tactics are effective
S Improve the customer experience
S Know where to allocate more company resources
S Forecast revenue more accurately
S Maximize the lifetime value of your customers
S Optimize your marketing effectiveness
5 Take Aways
1. Measure where you are today with your key Lifecycle Marketing metrics.
2. Determine which stage(s) should be the focus.
3. Further define goals for increasing performance within key stages (if not all).
4. Create the strategy for acquiring more of the right fit contacts in each stage, engaging with them and moving to the next level.
5. Audit and create your content, programs, campaigns and tactics for each stage.
Questions???
Troy Burk Right On Interactive @troyburk @roi_marketing
Douglas Karr Marketing Tech Blog
@douglaskarr @mktgtechblog
