Presentation made by Diogo Rebelo at the DRI Marketing Automation event (http://marketing.automation.pt/) on October 30th 2014. In this presentation, Diogo goes over the concept of Marketing Automation. Much more than a set of tools or a series of emails, Marketing Automation is a strategy that encompasses all the touchpoints between a company and a customer, throughout the whole customer lifecycle.

1. The Full Potential of
Marketing Automation
#DRI2014MA

2. Marketing Automation
is not E-mail Marketing!

3. It’s a lot more.
Email Marketing is the most elementary
set of Marketing Automation features

4. Marketing Automation…
a subset of customer relationship management (CRM) that focuses
on the definition, scheduling, segmentation and tracking of marketing
campaigns. The use of Marketing Automation makes processes that
would otherwise have been performed manually much more efficient
and makes new processes possible.
Marketing Automation Times

5. Marketing Automation…
is the use of software and Web-based services to execute, manage
and automate marketing tasks and processes. It replaces manual and
repetitive marketing processes with purpose-built software and
applications geared toward performance.
Techopedia

6. Marketing Automation…
is the use of software to automate marketing processes such as
customer segmentation, customer data integration, and campaign
management. The use of marketing automation makes processes that
would have otherwise been performed manually much more efficient,
and makes new processes possible. Marketing Automation is an
integral component of customer relationship management.
Search CRM

7. Four Key Areas
1. Demand Generation / Attract and Engage
2. Conversion
3. Closing
4. Delight and Satisfaction / Retention

8. Demand Generation
In the digital world, this means qualified traffic
acquisition. Quality, not Quantity.
• Content Marketing / Inbound Marketing;
• Search Engine Optimization;
• On-line Advertisement;
• Content Personalization / Give visitors what they want;
• Social Media Monitoring.

9. Conversion
The ability to convert traffic into customers.
• Call to Action / Forms, Campaigns, Purchase buttons;
• Landing Pages / Specific offers for specific campaigns;
• Social Login / Get to know your customer.

10. Closing
Once you have a lead, the goal is to convert it
into a Customer. If you know this person, it’s
easier.
• Lead Scoring;
• Email Marketing.

11. Delight and Satisfaction
Satisfaction is a measure of how products and
services supplied by a company meet or
surpass customer expectations.
• Customer Surveys.

13. Delight and Satisfaction
NPS: How likely are to recommend our company/
product/service to your friends and colleagues?
Measures loyalty, not satisfaction.
Satisfaction has to measured across touchpoints, throughout the
customer decision making cycle.

26. Some more
data points

27. Some more data points

28. Some more data points

29. The Benefits of Marketing Automation
Companies that use it have…
• 107% better lead conversion rate
• 40% greater average deal size
• 20% higher team attainment of quota
• 17% better forecast accuracy
Source: Aberdeen Group, “Marketing Automation 101: Ensuring Early Success with the Basics;
Maturing Your Deployment for long-term ROI”, June 2010

30. How to get there
• To succeed, you need a healthy mix of strategy
and tactics;
• The strategy has to be cross-channel, which is
why CRM is so important;
• You need to have an alignment in touchpoints
specific to each decision lifecycle stage;

31. Small steps, big vision,
the right tools…
Which is what’s coming next!

32. Thank You