Marketing Made Personal€¦ · [ Digital marketing disruption] [ The marketing success path of the...
Transcript of Marketing Made Personal€¦ · [ Digital marketing disruption] [ The marketing success path of the...
Marketing Made Personal
Marketing Made Personal
Upgrading from Batch & Blast to Adaptive Marketing
Katie JamesonHead of EMEA Marketing at Act-On Software, Inc.@ActOnSoftware
[ Digital marketing disruption]
[ The marketing success path of the future]
[ Marketing automation is the way forward]
[ Q&A ]
Katie JamesonHead of EMEA Marketing at Act-On Software, Inc.@katie_jameson
© 2017 SugarCRM Inc. All rights reserved.
CONFIDENTIAL
Driving marketing success has become extremely complex
Web Search
Views Product PageDownloads
eBook
Follow-Up
Email Downloads
Case Study Checks Social Page
Attends
Virtual EventSales Call #1
Meeting OccursDownloads
Datasheet
Follow-Up
Connects with other
CustomersSales Call #2
Meeting Occurs
➢ 70%+ of the buyer’s journey is digital
➢ Filling the funnel requires more sophisticated inbound and outbound marketing
Driving marketing success has become extremely complex
Web Search
Views Product PageDownloads
eBook
Follow-Up
Downloads
Case Study Checks Social Page
Attends
Virtual EventSales Call #1
Meeting OccursDownloads
DatasheetFollow-Up
Connects with other
CustomersSales Call #2
Meeting Occurs
Marketers funnel challengeTrack, score, measure, and adapt
Website visitors
MQL’s
Social
Landing pages
Website
SEO & SEM
Tradeshows
Engaged contacts
Response rates
Nurturing contacts
Nurturing accounts
Webinars
Ad-retargeting
Customer upsells
Customer retention
Onboarding comm’s
Newsletters
Upsell campaigns
Cross-sell campaigns
Webcasts
SQL’s/Opp’s created
Opp win rates
Lead hand off
Lead prioritization
Lead insights
Follow up templates
Access to key assets
SalesOutbound LoyaltyInbound
KPI’s
Tactics
© 2018 Act-On Software. All rights reserved.
Today’s digital marketing often falls into 1 of 2 levels
Batch and blast
Fragmented data
Manual efforts
Minimal lead info for Sales
Difficult to scale
Header
Segmentation focus
Customer data aligned
Automation in many areas
Sales sees key lead info
Enables campaign scaling
Blasters
Multi-Channel
Campaigners
© 2018 Act-On Software. All rights reserved.
The Future of Digital Marketing
© 2018 Act-On Software. All rights reserved. | Proprietary and confidential. | Page 8
The evolution of digital marketing - marketing made personal
When you have deep data about buyer journeys(content, leads, steps)
You can do more than just automate
Make better decisions, respond in real-time to prospects, and
answer the question: what converts?
Adaptive marketing is about
higher conversion rates, higher open rates, and
higher close rates
© 2018 Act-On Software. All rights reserved.
Blasters
Batch and blast
Fragmented data
Manual efforts
Minimal lead info for Sales
Difficult to scale
Header
Individual-level personalization
Data used in analytics that guide
Automated learning in key areas
Sales guided on next best action
Enables relationship marketing
Segmentation focus
Customer data aligned
Automation in many areas
Sales sees key lead info
Enables campaign scaling
Multi-Channel
Campaigners
Adaptive
Marketing Pros
So there’s another level to be striving for!
© 2018 Act-On Software. All rights reserved.
Why is Adaptive Marketing the way forward?
EFFICIENCY
INDIVIDUAL
PERSONALIZATION
IMPROVING
CONVERSIONS
One example of adaptive marketing - optimizing send times
Tuesday at 9am?In their specific time zone?
What’s the best time for each individual?
When did we get the best open rates in the past?
Do a little reading online?
Ask a few people in your network?
Would this apply to everyone?
For all messages?
Where they are at in their journey?
When should we send that email?
Learn from past campaigns
Do a little guess work & testing
AB
What if each recipient received your email at the optimal time?
Web Search
Views
Product A
PageDownloads
eBook
Opens follow-Up
Email Downloads
Case Study Checks Social Page
Attends
Virtual Event on
Product A
8:32 PM
8:36 PM
6:30PM
7:44 PM
5:30 PM
Next nurture email deliver to Beth:
7:30 pm
Top of funnel email campaign
(same message, 2 sets of ~30k contacts)16% increase in
average open rates
21% increase in average click
through rates
Real-world example - Adaptive Sending vs. ‘Send at 9 am’
© 2018 Act-On Software. All rights reserved.
Marketing automation works across the customer journey
Website visitors
MQL’s
Engaged contacts
Response rates
Customer upsells
Customer retention
SQL’s/Opp’s created
Opp win rates
SalesOutbound LoyaltyGrowing
Minimizing Manual work involved in achieving growth goals
Proving ROI and results in each area
Inbound
AND, an engine leveraging machine learning will drive success while:
IAM Services300% increase in
website traffic
PGA75% open rates and
70% conversion rates
on campaigns
TE+A MarketingSaw customer LTV grow
to 2x the industry
average client
nurturing
Avery Dennison200% increase in closed
won business quarter-
over-quarter
© 2018 Act-On Software. All rights reserved.
What Marketers should demand from vendors in this new era
CUSTOMER-CENTRICPHILOSOPHY
Value-based approach
focused on when you
engage customers
$
INDIVIDUAL PERSONALIZATION
FAST TIMETO VALUE
Focus on Marketing ROI,
guidance and support at
every step
Like Facebook/Google; leveraging
data from everywhere, supporting
adaptive marketing
© 2018 Act-On Software. All rights reserved.
We empower 4,000+ marketing teams
to achieve purposeful and
personalized customer engagement
A recognized leader in the marketing
automation space
About
Act-On
Visionary - ‘17 & ‘18
Profitable
100+ new hires in ‘18
Doubled R&D investment in ‘18
Marketing Made Personal
Questions?
Come and say hello we’re at booth T580
@ActOnSoftware@katie_jameson