Marketing Automationand The Rise of a New Breed of CMOs

By: Katrina Bollozos | Traction on Demand

About Me

Katrina BollozosStrategic Marketing Automation ManagerTraction on Demand• Earned a business degree at the Ateneo de

Manila University• Studied Digital Marketing at New York University• Over 12 years of Marketing experience• Specializes in Marketing Automation• Loves traveling, kickboxing, flying planes and

eating pizza.

About Traction on DemandTraction on Demandis a cloud consulting and software development firm with unparalleled expertise in using the Salesforce.com platform to transform business systems.

Our People & Presence• HQ: Vancouver, BC, with offices in Toronto +

Montreal• Strategic resources throughout North America• 250+ employees

Our Expertise• 10 years on the Salesforce.com platform• 2,800 Salesforce.com projects completed• Largest Salesforce consulting partner in Canada

Today’s Topic

• What is it?• What does it do?• Why should I care?

Welcome to A New Era of Marketing

By 2020, there will be times as many connected devices as there are people on the planet.“ ”- CNN Report 20147

More people in the world have access to a mobile phone than have access to clean drinking water or electricity

Mobile Statistics

Over a third read their emails exclusively on mobile devices.“ ”- Informz

The average internet user spends nearly hours browsing social media daily.“ ”- Telegraph UK2

Social Media Statistics

There are 2.586 billion email users worldwide, including both business and consumer users. ”- Radicatti Group (2015)

“

Email is NOT dead

122,500,453,020 emails are sent every hour. - MarketingProfs (2014)

66% of consumers have made a purchase online as a direct result of an email marketing message - Direct Marketing Association (2013)

81% of US online shoppers are more likely to make additional purchases, either online or in a store, as a result of emails based on previous shopping behaviors and preferences. - Harris Interactive

use smartphonesto help with shopping

79%

Web Statistics

A consumer can determine if there is value in a web experience within 1/20 of a second – if it is not valuable then they leave.

On average, a person stays on 1.7 pages of a website.

“”- Cliff Seal (2015)

Digital Marketing Spend

Due to tight competition, companies are expected to spend $10 billion more on digital marketing than they did in 2015.“ ”

What is

MARKETING AUTOMATION?

Marketing Automation

Marketing Automationis powerful technology that allows businesses to connect with customers in a 1-to-1 relationship across multiple channels Web Email Social Mobile

Marketing Automation

B2B vs. B2C

What does it do?Marketing Automation in action

I visit a website.Marketing automation starts tracking my web activities.

I sign up for the eNewsletter. I am now a known prospect in the database.

Predictive IntelligenceHighly personalized product recommendations based on my view (or purchase) history

Save to Wishlist / Add to CartThis triggers a personalized Journey (email series)

Social RetargetingI start seeing Nike ads on Facebook.

Personalized Triggered Emails (or Journeys)Marketing Automation can send a personalized email (or series of emails) triggered based on a user’s actions eg. abandoned cart email.

Push notificationsWhen I am near a Nike store, I receive a discount via push notification on my phone.

Customer Support via Social MediaIf I tweet to Nike Support, I will get a near real-time response!

Marketing Automation

Why Should We Care?

New Era of Marketing

Today’s Marketer needs to become more savvy about technology, data and analytics.“ ”- The Guardian

The CMO will be spendingmore than the CIO

on technology by 2017 “ ”- Gartner Research 2014

The New Breed of CMOs

Marketing is rapidly becoming one of the most technology-dependent functions in business. A new type of executive is emerging at the center of the transformation: The Chief Marketing Technologist.

“”- Harvard Business Review

The Rise of a New Breed of CMO

The Chief Marketing Technologist

Conclusion

For Marketers, the question now is: Do your current skill sets align with this new ecosystem?

- Firesnap