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



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



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)



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



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



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



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



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



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



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



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



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



Real Time Advertising• Auction for advertising place• Bids according to customer profile and campaign



Process



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



Market share



Revenues



Customer satisfaction



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



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



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)



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



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



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)



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

http://www.kirchner-robrecht.de/fileadmin/files/Downloads/

Internet

Marketing automation tools