Tom Stenius, EPiServer, på Webbdagarna Stockholm 2013
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Tom Stenius // @tomstenius // Mars 2013 #webbdagarna
Marketing Automation
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Bild: Tom Stenius
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Bild: Los Angeles Contemporary Exhibition, http://www.welcometolace.org/
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11% Källa: http://blogs.hbr.org/cs/2012/08/marketers_flunk_the_big_data_test.html
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@tomstenius
Bild: EPiServer
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“Marketing automation is a platform that supports the marketing process, enabling targeted communications that nurture leads until they are sales-ready, better management of marketing programs and ability to measure marketing impact on revenue.”
Econsultancy
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Vad gör Marketing Automation?
Effektiviserar marknadsföring
Vårdar potentiella kunder
Förenar sälj & marknad
Kopplar marknadsaktiviteter till intäkter
Bild: [email protected]
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Typiska funktioner
• Spårning • Kampanjhantering • Lead nurturing • E-post marknadsföring • Landingssidor • Lead scoring • CRM integration • Rapporter & analyser
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Hörde jag Email Marketing?
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Konvertering
Besökare Konverteringsgrad Konverteringar
1000
1%
10
1000
2%
20
2000
1%
20
2000
2%
40
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$328 M $525 M $750 M
2011 2012 2013
Källa: RAAB Associates, http://raabassociatesinc.com/2012/08/07/raab-report-b2b-marketing-automation-now-525-million-industry/ http://raabassociatesinc.com/2013/02/05/raab-report-b2b-marketing-automation-to-reach-800-million-in-2013/
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Bild: http://www.effectivemarketer.com
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Marketing Automation i verkligheten Canonical & Ubuntu - Ett kundcase av Velocity Partners
Kundcase av Velocity Partners, http://www.velocitypartners.co.uk/
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2 miljoner besök per månad
150 000 namn
Kundcase av Velocity Partners, http://www.velocitypartners.co.uk/
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Innan Lead Nurturing
Kundcase av Velocity Partners, http://www.velocitypartners.co.uk/
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Kundcase av Velocity Partners, http://www.velocitypartners.co.uk/
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Kampanjens mål
• Skapa en kännedom om Canonical och vad de erbjuder marknaden
• Förvandla leads till kunder genom Lead Nurturing • Segmentera databasen på persona och kampanj
Kundcase av Velocity Partners, http://www.velocitypartners.co.uk/
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Från det här…
Kundcase av Velocity Partners, http://www.velocitypartners.co.uk/
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Till det här…
Kundcase av Velocity Partners, http://www.velocitypartners.co.uk/
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Personas
Kundcase av Velocity Partners, http://www.velocitypartners.co.uk/
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Kundcase av Velocity Partners, http://www.velocitypartners.co.uk/
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Kundcase av Velocity Partners, http://www.velocitypartners.co.uk/
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Hur lång tid tar det att räkna hem?
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54% Har slutfört eller påbörjat
implmentation av MA 17%
Planerar att påbörja
Källa: 2011 B2B Marketing Benchmark Report, MarketingSherpa
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Bild: http://www.festivalporamoralarte.org/
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Bild: Sesame Street, http://digitaljournal.com/
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Bild: http://wallpapersus.com/