1. 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

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

3. 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 with slides and recording post webinar

4. 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

5. “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

6. 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, , 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.

7. 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

8. 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

9. What is Marketing Automation?“ “
What is Marketing Automation?

10. 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

11. “ “
Why You Should Care?

12. 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)

13. 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.

14. 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

15. START
THINKING
WORKFLOWS

16. 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

17. 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

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

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

20. MARKETING AUTOMATION HELPS IN THROUGH OUT CUSTOMER JOURNEY
ACQUIRE
ENGAGE
RETAIN

21. “ “
Netcore Smartech

22. 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 – , SMS, Voice, Push notification

24. “ “
USE CASES

25. Filter data into multiple segments based on reason1.
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
Click
Did not open
Reminder SMS
Check for form fill up
Check click
Yes No
Yes No
Webhook API call
Call center

26. 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

27. Purchased a product on PoS3.
PERSONALISED RE-TARGETING
Challenge:
Brand only had mobile numbers of their customers. Need to collect more data points like 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 ID.
If user clicks, set status of the as verified.
SMS with link
Fills up the form
Stores data
Update status to
Verified
Verification
Clicks

28. “ “
KEY TAKEAWAYS

29. 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.

30. 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.

31. “ “
Q/A

32. Experience the Smartech demo, give a missed call on“
Experience the Smartech demo, give a missed call on “

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