“Marketing Automation is no longer an optional solution but … essential to assure business success.”Nucleus Research: “Marketing Automation Drives Business Success” 2019
1. Marketing Automation: Software or Strategy?
Adrienne Whitten – Director of Product Marketing
David Frick – Strategic Value Advisor
2. Today’s Agenda
• Housekeeping & Intros
• Marketing Automation’s Role In Digital Transformation
• Is Investing In Marketing Automation Worth It?
• How Marketing Automation Can Help
• Getting Started With Marketing Automation
• Q&A
9. “Marketers are evolving into an omnichannel
approach to reach customers from all sides and
create a seamless, consistent customer experience
and journey.”
Frost & Sullivan
Frost Radar in the Marketing Automation Solutions
2019
M a r k e t i n g ’ s R o l e
I n D i g i t a l
Tr a n s f o r m a t i o n
19. Page 19M a r k e t o
Strategic planning occurs across the
organization. 1:1 communication
across a customer’s lifecycle.
Listening & responding to customers’
needs & desires. Clear understanding
as to program objectives and
outcomes of marketing generated
revenue.
Engagement Marketing Maturity
Point in Time
Single Channel
Engagement
Personalized
Automated
Engagement
Recognizing inefficiencies of current state.
Scrambling to respond to customer
needs. Primarily email only, maybe some
events. Ad hoc reporting.
Scalable
Strategic
Engagement
Lifelong
Relationships
Across Multiple
Channels
Organizations tend to grow their Marketing Maturity in predictable patterns
• Start with Point-in-Time single channel campaigns, ad-hoc reporting and short-term goals
• Leverage automation to deliver personalized messages to target audiences
• Multi-channel programs that attribute results back to investment and effort
• Use Marketing as a strategic lever across the entire customer lifecycle
Gaining momentum with prospects &
customers. Finding out what works.
Seeing positive benefits. Building
momentum internally. Starting to
automate within a single channel.
Measuring & analyzing campaign
performance.
Organization and processes now
aligned supporting targeting &
personalization. Automated
communication across channels.
Mature reporting includes program
performance. Occasional attribution
of revenue to marketing programs.
LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4
20. Page 20M a r k e t o
Organizations also expand core business competencies to support engagement marketing maturity.
Core Business Competencies
Strategy
Data & Technology
Insight & Reporting
People & Process
Point in Time Scalable Lifelong Relationships
LEVEL 1 LEVEL 3 LEVEL 4
Personalized
LEVEL 2
• Defined Strategy
• Mainly Short term but
Effective planning
• Not well defined strategy
• Inconsistent Reactive
Planning
• Refined Strategy mapped
to goals and objectives
• Long term planning and
alignment
• Multi Year Organizational
• Planning continuously
refined on marketing
outcomes
• Cross Functional Alignment
• Repeatable Processes
• Limited team alignment
• Ad hoc Processes
• Multiple BU Alignment
• Scalable, Cross Business
Process
• Global Alignment
• Digital Engagement
Playbook, aka Center of
Excellence
• Moderate tool integration• Poor data quality
• Isolated tools
• Manual Integrations
• Advanced tool integration • Predictive
• Seamless data flow
• Globally integrated tools
• Agreed Upon Metrics & KPIs
• (Quality)
• Tactical, Manual
Decision Making
• (Quantity)
• Results-Based
Collaborative Decision
Making
• (Pipeline)
• Predictive, Strategic
Insights (Revenue)
Threshold w/o marketing automation