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Marketing automation - Our journey so far

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Gain an insight into marketing automation at Xero from Marketing Operations & Automation Director, Jolene Makisi.

Veröffentlicht in: Marketing
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Marketing automation - Our journey so far

  1. 1. Marketing Automation - our journey so far - Jolene Makisi, Feb 2016
  2. 2. Hi! I’m Jolene Makisi. Marketing Operations & Automation Director, Xero
  3. 3. Contents 1. A bit of background on Xero 2. What is marketing automation? 3. What role does data play? 4. What role do humans play? 5. How does it fit with rest of marketing mix? 6. Some examples
  4. 4. 1. Xero Background
  5. 5. OUR PURPOSE To enable the small business economy to thrive through beautiful software, advice and connections. OUR VISION Millions of small businesses thriving on Xero
  6. 6. 2. What is marketing automation?
  7. 7. A data driven MACHINE that drives lead capture, lead nurture, lead conversion and customer lifecycle activities - with no human touch
  8. 8. LEAD GENERATION LEAD CAPTURE (collect email address) LEAD NURTURE (to product trial state) LEAD CONVERSION (to paying customer state) CUSTOMER LIFECYCLE (to advocacy)
  9. 9. 3. What role does data play?
  10. 10. Marketing Automation Engine Data Insights Customers Messages & Actions Messages & Actions Queue
  11. 11. 4. So what role do us humans play then?
  12. 12. Our people develop the logic to determine what activities trigger when, and design the customer experience that ‘the machine’ will deliver, campaign by campaign.
  13. 13. 5. How does it fit with the rest of marketing mix?
  14. 14. 1. Demand generation largely remains the domain of our broader marketing effort 2. Automation is not limited to analytics, software and blasting emails 3. Alignment outside of marketing is just as important as inside
  15. 15. LEAD GENERATION LEAD CAPTURE (collect email address) LEAD NURTURE (to product trial state) LEAD CONVERSION (to paying customer state) CUSTOMER LIFECYCLE (to advocacy)
  16. 16. 6. Some examples...
  17. 17. Takeaways?
  18. 18. ● Build the machine ● Get your data in shape ● Understand audience ● Think bigger than email ● Humans at the core
  19. 19. Questions?

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