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Transcript of Marketing automation tools
Marketing Automation Tools
TYPO3 Camp München 2015
Gernot Schulmeister | [email protected] 12.09.2015 Seite 2wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Gernot Schulmeister… Lives in Mönchengladbach… Developes websites with TYPO3 since Version 3.7
(2005)… Works for wfp:2 … Has a migration background and comes from
Southeast-Europe (Austria)… Likes operative CMS evaluations
Contact• facebook.com/gernot.schulmeister• twitter.com/mistakanista1
IntroductionAreas of Application
Tools
Schedule
Introduction
Gernot Schulmeister | [email protected] 12.09.2015 Seite 5wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
The challenge
• Every customer website is part of the marketing strategy
• Project management turns to product management• Marketing activities in swim lanes• Complex customer journeys include many channels
Gernot Schulmeister | [email protected] 12.09.2015 Seite 6wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Definitions• Enables automatized, personalized communication
with potential customers based on their profile of interests
• The profile of interests is gathered by webtracking and other touchpoints
• Target is to identify and preview customer requests and requirements
• Communication is mainly done via online channels (website, mail, mobile)
Gernot Schulmeister | [email protected] 12.09.2015 Seite 7wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Inbound marketing• No messages sent (outbound marketing)• Strategies to be found by the customer• Places product information and content where people
are searching• Blogs, Podcasts, Web-Videos, E-Books, White papers• Offline by publishing guest articles• Cheaper than payed adds• Instruments: content marketing, guided selling, PR,
Social Media Marketing, SEO, Conversion Optimization
Gernot Schulmeister | [email protected] 12.09.2015 Seite 8wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Methods of inbound marketing• Gain traffic with SEO friendly content • Promote it in social networks and with PR• Use seeding to multipliers as bloggers, journalists and
opinion leader for viral distribution• Turn visitors in leads• Turn leads into buyers• Turn customers in recurring customers with higher
profits• Optimize by continuous analysis
Gernot Schulmeister | [email protected] 12.09.2015 Seite 9wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Developments in Marketing Channels• New online marketing channels are established now• Increased the reach but not the accuracy• Different target groups are reached by different
channels• The lead generation requires adaptions to these
developments• Differentiated approach is necessary• Complex data has to be collected and evaluated
Gernot Schulmeister | [email protected] 12.09.2015 Seite 10wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Customer Developments• Market transparency by mobile connected customers• Consumers have a location independent information
source before they decide to buy• Trend to individualized products and services• Marketing campaigns have to address the individual
needs• Have to enforce the customer confidence without
bother him
Gernot Schulmeister | [email protected] 12.09.2015 Seite 11wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Statistics• Until 2020, 85% of customer relations is done without
personal dialogs• 57% of the purchase cycle is done before a personal
dialog takes place• 50% of qualified leads are not ready to buy • 80% of “not ready to buy” leads buy within 24 months• Automated lead management increases turnover by
10%• Marketing automation increases effectiveness of
sellers and reduces marketing costs
Areas of application
Gernot Schulmeister | [email protected] 12.09.2015 Seite 13wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Collect customer data• Unite customer data from different sources and
channels (social media)• Track click, surf, baskets, times and brand preferences• Track anonymous visitor behavior and add them to a
lead after login or registration• Regard data protection (double opt in) and safe
harbor agreement• Track customer behavior after campaigns• Profiles of interests based on data collections are the
prerequisite for lead and campaign management
Gernot Schulmeister | [email protected] 12.09.2015 Seite 14wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Campaigns• Execute automated campaigns on basis of the
marketing strategy• Multistage campaigns via various channels with target
group specific content• Selection of the target group according to
demographic, behavior and reaction data• Campaigns include mails, landing pages, personalized
content on the website, forms, A/B tests• Customer reactions are tracked and campaigns
automatically stop if the aim has been reached
Gernot Schulmeister | [email protected] 12.09.2015 Seite 15wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Lead management• All actions to make a buyer out of a potential customer• Lead scoring: classification of leads regarding the
probability to buy new or cross selling products• Target: optimal customer care according the interests,
value and requirements• Lead Nurturing: enrich leads with basic interest to buy• Lead Routing: send qualified leads with willingness to
buy to the appropriate sales department
Gernot Schulmeister | [email protected] 12.09.2015 Seite 16wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Analysis• Measure the marketing contribution of the company
success• Get the marketing return of investment for each
campaign• Get information to improve the marketing• Marketing resource management (budget, calendar,
assets, coordination) according to results• SEO on page optimization, monitor google ranking• Social Media Monitoring and Publishing, social media
ROI
Gernot Schulmeister | [email protected] 12.09.2015 Seite 17wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Real Time Advertising• Auction for advertising place• Bids according to customer profile and campaign
Gernot Schulmeister | [email protected] 12.09.2015 Seite 18wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Process
Gernot Schulmeister | [email protected] 12.09.2015 Seite 19wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Limitations of marketing automation• Definition of a marketing strategy and targets• Creation of customer profiles for the company• Definition of strategies and targets for the customer
profiles• Content strategy and production• Definition of campaign targets• Identification of all customer data sources and channels
Tools
Gernot Schulmeister | [email protected] 12.09.2015 Seite 21wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Market share
Gernot Schulmeister | [email protected] 12.09.2015 Seite 22wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Revenues
Gernot Schulmeister | [email protected] 12.09.2015 Seite 23wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Customer satisfaction
Gernot Schulmeister | [email protected] 12.09.2015 Seite 24wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Hubspot• Based in USA (data protection)• 30 day trial possible• Hubspot tracking code• Connections to social media (Twitter, Facebook, Google,
Xing)• Costs from 160 to 2000 € per month• Tools to attract visitors and lead conversion• Landing pages, CMS, E-Mail Marketing, Analytics
Gernot Schulmeister | [email protected] 12.09.2015 Seite 25wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Infusionsoft• Based in USA, costs 200 to 400 € per month• Only demo no trial after filling in a form• Focus on small companies• Organisation Tools: Contact, data, list, calendar,
listmanagement, lead scoring, email integration, mobile• Automation: campaigns, email, landing pages, forms,
monitoring, multimedia, reports• Sales Tools: lead distribution, sales automation• E-commerce: after sales automation, recommendation
management, payment, promotion tools
Gernot Schulmeister | [email protected] 12.09.2015 Seite 26wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Marketo• Based in Atlanta, residence in Dublin, save harbor• Costs 900 to 3000 € per month• Trial not directly free available to start• Focus on medium companies• Marketing Automation (forms, landing pages, email)• Consumer engagement marketing (cross channel)• Real time personalization (content engine, cms
integration, predictive analysis)• Marketing management (finance, calendar)
Gernot Schulmeister | [email protected] 12.09.2015 Seite 27wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
eloqua• Taken over in 2012 by Oracle• Server based in Canada → save harbor• For big companies• From 2000 to 4000 €• Lead Scoring, Nurturing, Routing, CRM Integration• Drip campaigns, customer lifecycle management• Website, campaign analysis, dashboards & reports• Social media monitoring & publishing
Gernot Schulmeister | [email protected] 12.09.2015 Seite 28wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Raven• Based in Nashville• Costs 100 to 250 $ per month• 30 day trial directly available• Focus on smaller companies• Integration in TYPO3 with Google Analytics• Starts a web analysis immediately• Gives SEO hints• Connection to social media• A website is a campaign
Gernot Schulmeister | [email protected] 12.09.2015 Seite 29wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Conclusion• Just playing around with the tools and testing is not
enough• User onboarding design could be approved• You need to know what you want regarding marketing
to get use out of the tools• Consultancy of the companies behind is necessary• The tools are closed source• Some of them are good marketeers (immediate call
after setting up trial)
Gernot Schulmeister | [email protected] 12.09.2015 Seite 30wfp:2 GmbH & Co. KG Mönchengladbach | www.wfp2.com
Marketing automation tools
Links• t3n.de/magazin/tools-marketing-automation-237241/• www.kirchner-robrecht.de/fileadmin/files/Downloads/
White_Paper/Kirchner_Robrecht_WP_Marketing_Automation.pdf
• www.hubspot.com• www.infofusion.com• de.marketo.com• raventools.com