What Should You Know About Marketing Automation?

What should you know about Marketing Automation? Marketing Automation streamlines and automates the marketing process by use of technology to generate, nurture, qualify and score leads to drive sales. It uses customized, multi-touch marketing communications tailored for each contact's profile, level of interest, behavior or place in the buying process. O What are the Benefits? Improved Marketing/Sales Coordination Time Savings Increased Productivity Enhanced Cross-Channel Communication Improved Personalization Leads Tracked More Closely Results Measured More Accurately Increased ROI While Reducing Costs Better Relationship Management More Campaign Control Better Qualified Identify More Leads Leads OWhere is it Used? Email Marketing For What? Landing Pages • Repetitive Tasks Campaign Management • Bevavior-Based Email Triggering Marketing Programs • Custom Landing Page Creation Resource Management • Streamline Entire Campaign Process Marketing ROI Analytics • Strategic Upsells & Cross-Promotion Lead Management • Customer List-Segmenting CRM Integration • Schedule Content Delivery Social Marketing • Click Tracking Prediction Scoring Lead Generation O Who Uses It? Marketing Automation was once seen as a technology mainly for B2B Marketers working for just the largest companies. But today, it is harnessed increasingly by B2C Marketers among small and medium sized firms. Currently, small and medium sized firms make up the largest growing segment in the Marketing Automation technology. Marketing Automation Installations by Company Size 12K 15% 19% 6% # of Installations in Mid-2011 60% Share of Installations 3.8K 2.9K 1.2K MICRO ( UNDER $5M ) SMALL ( $5M - $20M ) MID-SIZE ( $20M - 500M ) LARGE ( $500M + ) Total Marketing Automation Industry Revenue by Company Size 150M 18% 22% 2011 Revenue I. 14% Share of Revenue 46% 70M 60M 45M Top 3 Industries Using MA Per Provider 31.11% 31.73% Business Tech 35.56% 5.56% 6.02% Education News 41.77% Health All others Act-on Eloqua 31.68% 43.37% 37.8% 14.63% 9.9% 3.94% 30.69% 10.49% 34.41% Pardot HubSpot Marketo What Does It Cost? Price Ranges for Basic Starter Monthly Packages $1K $2K $3K $4K $5K $6K $7K Act-On $500 -6,500 $2,000 - 4,000 Eloqua $1,000 - 3,500 eTrigue • $400-1,200 Genius • $200-1,000 HubSpot Infusionsoft LeadLife $199-499 $375-2,500 • $295-1,295 LoopFuse $1,195-3,195 Marketo ● $325-1,500 MindMatrix $5,000 Neolane $800 + Net-Results $550-2,500 Optify $1,000-3,000 Pardot $550-3,300 SalesFUSION $550-3,000 Silverpop Pricing Factors Why Invest in MA? Amount of contacts MARKETING AUTOMATION in a database IS A WAY TO MEASURABLY QUANTIFY & How many users you have using the tool JUSTIFY THE TANGIBLE IMPACT MARKETING HAS ON THE How many emails are sent per month TOP & The amount of features воттом you want included LINES. O Marketing Automation in Action COMPANIES THAT EXCEL AT LEAD NURTURING GENERATE The adoption of 50% 33% MORE MARKETING AUTOMATION SALES-READY technology is expected to increase by LEADS AT 50% LOWER COST by 2015 Personalized Businesses that use emails 14% MARKETING AUTOMATION IMPROVE click-through rates by to nurture prospects experience a 10% 451% and conversion rates by INCREASE in QUALIFIED LEADS! Relevant emails drive 18X MORE Revenue than broadcast emails What is the End Result? The RIGHT LEADS into O the RIGHT HANDS at the RIGHT TIME. Sources: Hubspot Blog | Econsultancy Blog | Marketo | Rabb Associates Inc. | Sales Leads Insights Blog It's not inbound vs outbound, it's relevance. RESPONSE R CAPT URE %24