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Why You Need to Graduate From Email Marketing to Marketing Automation My presentation from Brand Driven Digital's Social Brand Forum 2013 - http://branddrivendigital.com/socialbrand2013/
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Why You Need to Graduate from Email Marketing to Marketing Automation
DJ Waldow Digital Marketing Evangelist at Marketo Social Brand Forum – October 25, 2013
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Live. Sleep. Eat. Breathe. And sometimes dream … EMAIL MARKETING
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It’s not all about email.
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The problem with an ONLY email marketing solution
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Email service providers (ESPs), vendors that primarily provide batch and blast email capability, can’t deliver the behaviorally targeted engagement needed to stay relevant, let alone the integrated multi-channel conversations necessary to maximize the impact of marketing.
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ESPs send email.
PERSONAL
PROFESSIONAL
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What is Marketing Automation?
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“…software platforms designed for marketing departments and organizations to automate repetitive tasks...”
-‐-‐Wikipedia
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“…to increase operational efficiency and grow revenue faster.”
-‐-‐Marketo
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Marketing Automation
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Why Marketing Automation?
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$$ Spend
No. More. Control.
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$$ Spend
Where Are Your Customers?
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$$ Spend
Consumers are seeing your brand EVERYWHERE
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t
F
$$ Spend
Not just email …
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“today’s buyers might be anywhere from two-‐thirds to 90% of the way through their journey before they reach out for a sales person.”
-‐-‐Lori Wizdo, Forrester
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t
F
$$ Spend
Marketing Automation EXPANDS your funnel.
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F
$$ Spend
It’s no longer “just” email marketing.
Email Social Mobile Inbound Content Events
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$$ Spend
The NEW (Marketing Automation) Funnel.
Email Social Mobile Inbound Content Events
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Email Marketing vs
Marketing Automation
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TOO SIMPLE.
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TOO COMPLEX.
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Online Events
Offline Events
Mobile/SMS*
Content
Social
Direct Mail*
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Automatically send highest priority item that
an individual has not yet been sent.
If content has already been downloaded off website, it won’t send
email!
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CHANGE THE CONVERSATION based on a trigger
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RIGHT message to the
RIGHT person at the
RIGHT time
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@djwaldow
