1. Is Marketing Automation just
automated marketing?
John Fleming
VP Marketing emarsys
VIENNA • LONDON • MUNICH • ZURICH • BERLIN • PARIS • HONG KONG • MOSCOW • ISTANBUL • BEIJING • SINGAPORE

2. Is retail struggling?

3. Every department needs to trim it’s cost
• Marketing Budgets
not increasing
• ‘More for less’
• Greater Efficiency
• Increased ROI

4. 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

5. Is it now Marketing Automation?
Lifecycle Marketing Automation

6. Background
• B2B prospects research
• Sales people are expensive
resources
• Technology was able to
assist
• ‘Warm leads’ passed to sales

7. B2B Marketing Automation Lifecycle
Lead Lifecycle
Known
Responsive
Lead Nurturing
Unknown
Prospect
‘Sales Ready Leads’
Identify
Capture
Engage
Convert

8. The revolution in online B2C businesses
•
•
•
•
Customer and prospects browse extensively
Look for recommendations
Short buying cycle
Traditional B2B lead nurturing too expensive

9. The revolution in online B2C businesses
• Customer still crave a
‘personal shopping experience’
• Loyalty schemes
• ‘Opt-in’
Trademarks acknowledged

10. Understanding the B2C Customer Lifecycle
Customer Lifecycle
Repeat
Purchaser
Premium Customer
Inactive Customer
Customer Lifetime value
First Time
Customer
Develop
Mature
Retain
Reactivate

11. Automate your marketing
• You could automate all of your customer
interaction
• From order processing to predictive behavioral
triggers

12. Automate your marketing - example

13. Think big, start small
Customer Lifecycle
Customer Lifetime value
First Time
Customer
Repeat
Purchaser
Premium Customer
Inactive Customer
Exclusive offers
VIP customer previews
Special Offers
Free delivery
Free delivery
Up-sell /Cross-sell
First Order
Instant confirmation
This would go with your
last purchase
Satisfaction survey
Special Offers
Delivery update
Goods despatched
'We miss you'
Abandon basket
Thank You
Develop
Expand
Retain
Reactivate

14. From theory…
Responded
CRM
Web2lead form
@
Web2lead
form
Update CRM
Wait 14 days
Responded
Follow up
email
@
Wait 7 days
Not Responded
Send reminder with
introductory offer
Not Responded
Send offer
Based on
preferences
@
Send Newsletter
@
Wait 30 days

15. …to implementation
Responded
On submitting
Preference form
Add to CRM
Responded
Email response
On submitting form
With preference request
Wait 14 days
Send email offer
based on
preferences
Finish
Send Newsletter
Finish
Not Responded
Not Responded
Wait 7 days
Send email
reminder
with offer
Wait 30 days

16. The complete marketing lifecycle
Lead Lifecycle
Known
Identify
Capture
Responsive
Prospect
First Time
Customer
Repeat
Purchaser
Premium
Customer
Inactive
Customer
Lead Nurturing
Customer Lifetime value
Unknown
Customer Lifecycle
Engage
Convert
Develop
Mature
Retain
Reactivate

17. Take some lessons from B2B marketing automation
Lead Lifecycle
Unknown
Known
Responsive
Prospect
Offers
Lead Nurturing
Free Delivery
Discover
Initial discount
Web behaviour
Register
Profile
Blogs / Social
Preferences
Landing Pages
Web2 Lead forms
Category choices
Identify
Capture
Email Responses
Engage
Convert

18. Its not just about sales
• Marketing automation can assist:
• Customer support
• Customer loyalty
• Data cleansing

19. 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

20. 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

21. First 25 people
back to our
stand
E5045
Will receive a
complimentary
book.

22. Thank You
John Fleming
VP Marketing
www.emarsys.com
john.fleming@emarsys.com