Harness the Power of Marketing Automation Brian McKeiver, Co-Owner @ BizStream / Kentico MVP
Kentico Connection 2014 Boston Harness the Power of Marketing Automation
Jul 13, 2015
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Harness the Power of
Marketing AutomationBrian McKeiver, Co-Owner @ BizStream / Kentico MVP
Road Map
Why use Marketing Automation ?
#
How to use Marketing Automation in Kentico EMS
Real World Examples
# #
By the way: Marketing Automation = MA
When you see this…
Let’s talk about this over a beer
Look Familiar ?
What is MA
Software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.
Look Better ?
Why MA Wins
One fifth of companies adopting marketing automation boost
revenue 75% or more
Source: VentureBeat
89% of marketers said email
was their primary channel for lead generation.
Source: Forrester Research
Why MA Wins II
89% of marketing departments had no year
over year change in budget or resources
89% 76%
76% of marketing
departments have new
responsibilities
Why MA Wins III
Only 16% of North American B2B companies utilize marketing automation
Source: SiriusDecisions
Why MA Fails
• Picked the wrong solution
• Missing integration to make it an all-in-one solution
• Not training your Staff
Why Kentico for MA
How to use Kentico to Power MA
Kentico Setup: Settings
Remember: Sometimes you don’t need everything
Kentico Setup: Plan Your Personas
Kentico Setup: Process
Process Steps
Don’t over do it!
Triggers
Put It To Use
Real World Examples
Opt-In Newsletter Subscribers
Opt In automatically
Lead Forms to CRM
The Result
Save time and effortfor sales team
Work on the things that matter
Solicit Product Reviews
Reviews produce on average an 18% uplift in sales
63% of customers are more likely to make a purchase from a site that has user reviews
RWE III – Solicit Product Reviews
Personalized promo code to encourage behavior
The Result
Personalized and
targeted
email marketing
AbandonedShoppingCart
The bane of the
online retail industry
RWE V – Abandoned Shopping Cart
The Result
Personalized and
targeted
mail marketing
Customer Satisfaction Survey
The Result
Know your customer
User Registration & Guided Welcome
The Result
20% revenue growth year-over-year
Partially attributed to digital marketing and Social Media efforts
Kentico MA Extensibility
• How to customize activity tracking to enable more MA
• Sample code snippets for creating custom MA actions
• How to push leads to Zoho CRM via MA
What We Learned
# # #
Why use Marketing Automation ?
How to use Marketing Automation in Kentico EMS
Reviewed some Real World Examples
Remember
MA wins because it makes it about the customer
Kentico makes MA a fully integrated piece of your online marketing
One last stat
Questions
Check out the Kentico Rocks Podcast:
Thank youEmail: [email protected]
Web: http://www.bizstream.com
Blog: http://www.mcbeev.com
Twitter: @mcbeev
LinkedIn: http://www.linkedin.com/in/brianmckeiver
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