What's Driving the Adoption of Marketing Automation?

www.act-on.com | @ActOnSoftware | #ActOnSW

What’s Driving Adoption of Marketing Automation?


Chat


Twitter

#ActOnSW


Today’s Presenter

Dan FreemanPresident

Marketing Growth Strategies LLChttp://marketinggs.com


Agenda

• Drivers of Marketing Automation

• Adoption Rates

• Skills required for Success

• Content

• Data

• Marketing Processes


Why Marketing Automation?


Transformation of Marketing

Top Down, Push Bottom up, Pull

From Don Draper…to Silicon Valley

Google’s Market Cap from Zero to $350 Billion in 15 years



1.2 Trillion Searches (2012)

640 Million Web Sites

42 Million WordPress Blogs

144 Billion emails per Day

175 Million Tweets Daily

2.7 Billion Facebook Likes Daily

1.1 Billion Smartphones



Apps in iPhone Catalog



• Exponential growth in digital interactions

• Marketing is now more data intensive than Wall Street

• The primary challenge of marketing today:

How to manage the proliferation of content and data


Why Marketing Automation?

Marketing Automation software enables marketers to manage the complexity of modern marketing

related to the proliferation of content and data.


Product Lifecycle


Marketing Automation Adoption


Marketing Automation Adoption


Skills Required for Marketing Automation

• Marketing Automation Technology Expertise

• Streamlined Content Creation

• eMail List Building & Data Management

• Lead Tracking• Streamlined Marketing

Processes


Marketing Automation Technology Expertize

• Spend the time to learn• Marketing Automation

vendors have abundance of rich content

• Devote resources to implementation


Streamlined Content Creation

• Create personas to understand your target audience

• Audit your content• Map it to the buying

cycle• Identify the content

GAPS• Create a content plan


7 No Brainers for Building email List

• Simply ask • Display an opt-in form

prominently on your home page• Offer free content to capture

prospect information• Include a free offer in your email

signature • Incorporate opt-in form into all

social media• Collect business cards at

conferences • Incorporate data collection into

your sales processes


Extra Slide (Not in use)


Content Planning

Personas/ Owner Marketing Director/ VP

Marketing /ComsManager/Associate

Characteristics Controls Budget Some budget control Primary Influencer

InfluencerNo budgetary control

Pain Points ROI, Revenue, Lead generation.

Control of Marketing Processes, Features,Implementation, Skill development.Lead generation.

Features, Implementation, Skill development


Content Planning

Buyers Journey Content Focus Examples of Content TypesBeginning Problem

IdentificationOverview Videos, Infographics, ArticlesSurveys

Middle Solution, Unique Selling Proposition

Webinars, Case Studies, eBooks, White PapersData Sheets, Demo, Longer VideosOne on one email touchpointSocial Touchpoints

End Justifying Decision ROI figures, Implementation guidelinesReferences, Recommendations


Features of Marketing Automation

and Skills Required


Implementation Offerings


Q&A

Dan FreemanPresident

Marketing Growth Strategies LLChttp://marketinggs.com


Ready to Learn More?

Interested in a demoCall +1 (877) 530-1555Email [email protected] www.act-on.com

mailto:[email protected]

http://www.act-on.com/