MARKETING AUTOMATION:

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Presentation transcript:

MARKETING AUTOMATION: HOW CMOs CAN MAKE A DIFFERENCE TO THEIR BOTTOM LINE? Webinar - December 18, 2015 at 11:00am – 11:45am IST Veer Bothra Chief Innovation Officer Netcore Solutions Gaurav Paneri Product Marketing Manager Netcore Solutions @veer @gaurav_paneri

SPEAKERS: Veer Bothra Chief Innovation Officer Netcore Solutions Gaurav Paneri Product Marketing Manager Netcore Solutions @gaurav_paneri

THINGS TO REMINDER Tweet Question Slides & Recording Use below hashtags and handle to tweet during the webinar @NetcoreSolution #NetcoreWebinar #smartech #marketingautomation Please use the chat window to ask questions during the webinar You will get an email with slides and recording post webinar

AGENDA The Age of the customer Digital Era and Personalized Marketing What is Marketing Automation Why you should CARE? Building Blocks & Principals of Marketing Automation Marketing Automation: Smartech Video Use Cases Key Takeways - Making difference to your bottom line! Q/A

“In the absence of communication among your customers, advertising rules. Once your customers communicate with each other, it’s the customer experience that counts.” - Martha Rogers, Author of Extreme Trust

THE AGE OF THE CUSTOMER Customer is CONNECTED, MOBILE, SOCIAL and INFORMED… Are easily TURNED OFF by MARKETING MISTAKES LEAVE CLUES – A trail of digital footprints BRAND CUSTOMER * Customer is CONNECTED, MOBILE, SOCIAL and INFORMED – Today’s customer is digital & connected from all channels – Mobile, Email, Social with Facebook, Twitter, LinkedIn, etc. and totally informed as reads and receives loads of information via digital channels. * COST of reaching a customer and messaging has GONE DOWN drastically - Due to which there is massive increase in messaging a customer receives • SIGNAL-TO-VOICE ratio is WORSENING by the day - Due to this the Customer is likely to only react to relevant messaging Are Easily Turned Off by Marketing Mistakes - Marketing is more than just advertising or selling. It’s about providing an excellent customer experience. * Leave Clues – A Trail of Digital Footprints Digital footprints are the data left by customer interactions that take place within any kind of digital environment. These digital footprints include data about what you clicked on, searched for, Liked, where you went, your location, your IP address, what you said, and what was said about you. All this data can and is being used in behavioral and target marketing, personalization, and social media and social graphing. This avalanche of customer data is the key to understanding a customer’s present state, which is the precursor to being able to develop and deliver relevant customer experiences.

TRENDING CHANGES IN INDIAN CUSTOMER Go to Croma, check price and buy online Sharing homework (and more) on WhatsApp Using Facebook almost entirely on mobile Paying bills online Skipping queues for all kinds of tickets Not relying on print or TV for the News Watching missed TV serials on YouTube Rural Bihar listening to mobile radio

Personalised Marketing DIGITAL ERA LEADS TO PERSONALIZED MARKETING Hi Puja, Thank you for stopping by our website. Traditional mass marketing channels carried products with a certain mass appeal The mobile phone changes everything It brings down the cost of reaching an individual It enables personalized marketing – relevant & contextual Mobile is the front-end device You need backend technology which allows personalization Only digital technology allows personalized marketing Mass Marketing Segmented Marketing Personalised Marketing

What is Marketing Automation? “ “ What is Marketing Automation?

MARKETING AUTOMATION IS… … software that helps marketers to streamline digital communication, automate repetitive marketing tasks and deliver relevant and personalized customer experience. … the ability to target cross-channel communications with automated triggered workflows. It helps to…. ACQUIRE ENGAGE RETAIN MAXIMISE

“ “ Why You Should Care?

MARKETING SHOULD BE ACCOUNTABLE Your Company has a finite marketing budget, don’t you want to use that budget effectively? Marketers are measured on results Results are evaluated against other channels (including outbound)

MARKETING AUTOMATION IS STRATEGIC making breakthrough into industries that were previously “un-automated”. Better Reporting=Better Forecasts, more competitive sales and marketing. Most companies know they need automation but don’t know how to implement.

TOP REASONS FOR EVALUATING MARKETING AUTOMATION SOFTWARE Improve lead management Automated workflows Cross-channel communication No personalization through current system Campaign management Track customer behavior Get unified view of customer Analytics and reporting

START THINKING WORKFLOWS

Unified View of Customer BUILDING BLOCKS OF MARKETING AUTOMATION Unified View of Customer Data Capture - Behavioural, Social, Profile Predictive Analytics Personalised & Relevant Content Marketing Engagement Multi-channel

1. Unified View Of Customer 3 PRINCIPLES OF MARKETING AUTOMATION 1. Unified View Of Customer Integrate data spread across silos Enrich with 3rd party data

2. Cross-channel Automation 3 PRINCIPLES OF MARKETING AUTOMATION 2. Cross-channel Automation Email SMS Voice Push Notifications

3. Data-Driven Personalisation 3 PRINCIPLES OF MARKETING AUTOMATION 3. Data-Driven Personalisation Profile Behavioural Social

MARKETING AUTOMATION HELPS IN THROUGH OUT CUSTOMER JOURNEY ACQUIRE ENGAGE RETAIN

“ “ Netcore Smartech

Netcore’S SMARTECH Netcore Smartech … … is a cross-channel customer activity based marketing automation platform. Do-it-yourself easy to use interface WYSIWYG workflow designer – no coding required Cloud-based platform Multi-channel – Email, SMS, Voice, Push notification

“ “ USE CASES

Filter data into multiple segments based on reason 1. LEAD NURTURING Filter data into multiple segments based on reason Challenge: Create nurturing programs for the leads based on the who and where they are in the buying process. Solution: Segmenting the leads based on standard reasons. Targeting each segment program through a cross-channel content program. Check Customer activity and retarget them through relevant channel. Can be implemented for both new leads and dropped leads. Segment 1 Send Email Click Did not open Reminder SMS Check for form fill up Check click Yes No Yes No Webhook API call Call center

2. SHOPPING CART CHECKOUT ASSISTANCE Challenge: Solution: Reaching out to the people who are stuck at the checkout page and need assistance. Solution: Track customers who are stuck at the checkout page. Send them automated voice calls and ask if they need help. If yes, connect to call centre in real-time. Checkout page Stuck for 10 mins Send IVR call for help Presses key for help Connect to call center

Purchased a product on PoS 3. PERSONALISED RE-TARGETING Challenge: Brand only had mobile numbers of their customers. Need to collect more data points like Email ID, Address. Solution: Send SMS asking for more details with link. Once user clicks on the link, direct them to landing page. Collect data for form and store it in a DB Send verification link on the Email ID. If user clicks, set status of the email as verified. SMS with link Fills up the form Stores data Update status to Verified Verification Email Clicks

“ “ KEY TAKEAWAYS

Making The Difference To Your Bottom Line KEY TAKEAWAYS Winning In “The Age Of The Customer” Digital Era Forces Personalised Marketing Marketing Automation is Strategic Seamless Customer Journey Only With Marketing Automation Making The Difference To Your Bottom Line By 2020, customers will manage 85% of their relationships without talking to human - Gartner Research, 2011 Companies that invest in marketing automation solutions see 70% faster sales cycle times, and 54% improvement in quota achievement - Bulldog Solutions, 2013 Grow your revenue, scale operational efficiency and maximize customer engagement Companies that nurture customers generates 50% more quality leads at 33% lower cost. By 2020, customers will manage 85% of their relationships without talking to human. 79% of top performing companies have been using Marketing automation for more than 2 years.

MAKING THE DIFFERENCE TO YOU BOTTOM LINE 77% of CMOs at top performing companies indicate that their most compelling reason for implementing automation is to increase revenue. 75% of Companies using Marketing Automation see ROI within 12 months, 44% within 6 months.

“ “ Q/A

Experience the Smartech demo, give a missed call on “ Experience the Smartech demo, give a missed call on +91 22 6199 9807 “

We will email the recording and slides to you soon  “ Thank you for joining We will email the recording and slides to you soon  “