Marketing Automation

About SALESmanago –One of the first Marketing Automation systems in Europe –SaaS solution chosen by over 500 customers in CEE –Number One in Poland and Central Europe

John Wanamaker (1838 – 1932) – pioneer of modern marketing. Invented Money back guarantee „Half the money I spend on advertising is wasted. The trouble is I do not know which half.”

Almost100 years later Marketing is the way it was long time ago (based on IBM CMO Study 2012) –63% of CMO’s expects that ROMI will become the main indicator of their work –44% of CMO’s claim they are prepared to such ways of assessment –73% of marketing teams have no idea how to turn leads into customers –61% of marketers sends all the leads even weak ones to sales department –20% of leads is being properly served by the sales departments 100% of CEO’s/Owners fires marketers or cuts marketing budgets to generate better profit margins

Is marketing effective? Search Engine Optimization Google permanently changing search algorithms – no business stability Google Adwords Has anybody seen conversion costs lower than the sales margin? Social Media No proven track record it influences sales and conversions Marketing Spray and pray strategies simply do not work the way they should

In the meantime We experience a massive shift in how the sales model works –The buyers want to control over 70% of the sales processes –90% of the buyers go online to find information and to make decision –DO NOT SELL – becomes the best way of selling and closing deals Opportunity arises for marketers to actively involve in sales processes

It gives rise to marketing automation market New and fast growing area of marketing recognized by such companies as IBM, SAP and many others 30% of Large Companies in the US use Marketing Automation First marketing automation systems appeared in the US 10 years ago. SALESmanago is the first Central European provider of marketing automation Personalized s can raise the click through rates by 14% and conversion rates by 10% Aberdeen Group Companies using Marketing Automation achieve up to 40% more Return on Marketing Investment as compared to companies that do not use Marketing Automation Gartner Report

Marketing Automation replaces Marketing applications and CRM systems with a unified work environment for marketing and sales teams Marketing Automation provides a unique information about leads and customers (Digital Body Language) that allows create targeted campaigns and deliver right message at the right time

Marketing New School with Marketing Automation

Marketing New School Philosophy Focus on buying process and not on the sales processes Transferring from linear to nonlinear sales processes Content is the king only when provided to the right person at the right time. Knowledge accumulation – building processes, building value

Rainbow Tours Case Study Rainbow Tours is one of the biggest Polish Tour operators OR: +447% 10,72% → 47,92% CTR: +341% 10,72% → 19,83% CONVERSION +300 % with personalized offer and content sent on one to one triggered by SALESmanago (after certain type of contact visit on the website)

Marketing New School Old tools reinvented as a way to personalized one-to-one communication CRM is about output to sales teams and not about input of sales teams Website as a dynamic content distribution platforms and not static content aggregators

Marketing New School Marketing and Sales Alignment Marketing strongly working with Sales team to achieve business parameters and increase value of companies –Lead leakage reduction –Improvement of lead quality –Providing Sales Intelligence –Lowering conversion costs –Increasing conversion rates –Building optimizable processes

Marketing New School New Digital Marketer Brand builiding functions (Adwords, SEO, Social Media) are outsourced as not strategic Roles around Marketing Automation become difficult to outsource due to strategic knowledge accumulation –Neccessity of marketing teams working closely with sales –Building strategic knowledge and competences –Responsibility for sales targets

Functionalities that you can meet in marketing automation software

Website visitor identification and tracking Templates and newsletter creator

Monitoring behaviour of contacts in the social media Periodic s setting and distribution

A / B testing of your s Weekly reports sent by to users

Tags cloud / customer segmentation B2B sales people activity reporting

Advanced dynamic website content creation Contact management with scoring

ing analytics Dynamic content intelligent s for eCommerce

Event Management – Offline events and webinars Event creation and management

Marketing Analytics Automation rules analytics

How to use marketing automation

Lifecycle Marketing Customer acquisition and segmentation DIGITAL BODY LANGUAGE (pages and url’s visited, keywords organic and paid, conversatoins, sources, campaigns, geosegmentation, devices, OS) Customer retention and loyalty REVENUE PERFORMANCE MANAGEMENT (purchased products, categories, frequency, total spent, spent in different time intervals)

Automated segmentation and customer scoring (basis to building loyalty) Behavioral – based on customer interest, and digital body language – scoring points for interactions with campaigns, websites, social media Transactional – based on behaviours in real world IMPORTANT: REVENUE PERFORMANCE MANAGEMENT MODULE IN SALESMANAGO dynamically builds segments of customers depending on their transactional activity. Eg. -Automatic segmentation of customers with dynamic increase of purchases > UPSELL - Automatic segmentation of customers with falling purchases and activities > PROMOTIONS

Educate customers in a Lead Nurturing Program The new leads you collect are not equipped with the right knowledge Use Marketing Automation to direct to them automated series of messages that teach your potential customer and at the same time verify the lead before your sales team contacts them. Make it work for you 9 examples of SALESmanago Usage Send automatically targeted individual offers The system analyses the behavior of your customers and automatically sends them the offer which is best suited to their needs and interests. The offers will be send the moment the customer starts to be really interested in your products and services. 1 Contact first the leads that are greatest chances for sales SALESmanago automatically does the scoring of all your leads. Thanks to that your sales team will contact the best potential leads first. You will seethe customer scoring in the Hot Leads section on your panel. 32

Send your potential customer a welcome message You’ve generated a new lead? Got a new customer visiting your website for the first time? SALESmanago will send them automatic Welcome Message to their mailbox. Such message for a start will be a verification point as well as will define the real interest of your potential customer Make it work for you 9 examples of SALESmanago Usage Provide sales intelligence to your sales team As you start using SALESmanago, you will not start your day with Facebook. This is thanks to the live stream of visitors to your website which you will observe on your panel. You can use this information to sell immediately as you will know the interest of your customer. 4 Contact the potential customer in the right time Tired of sending offers to your customers and then after few days checking if they have opened it? SALESmanago will let you know when the offer is opened and when there is the best time to contact the customer. If not the system will automatically send reminders. 65

Make your telemarketing more effective Your telemarketing team is not as effective as you would like? Use SALESmanago to let your telemarketing team know whom to call first and let them know what is the interest of potential customer before they start the phonecall. Make it work for you 9 examples of SALESmanago Usage Automatically segment your customers according to their interest. The system will automatically asign the potential customers into segments of interest. You may then assign the segments to different salespeople or use the segments to send automatic offers. 7 Last but not least: Get the knowledge who is visiting your website. This may sound trivial but the real time knowledge who is visiting your website may be a great stimulation for you and your sales team. You will receive reports and great deal of knowledge on your marketing and sales processes 98

BENHAUER Sp. z o.o. Sp.K. ul. Krupnicza Kraków, Poland tel. (12) , (12)