This is a talk presented by Daniël Heerkens, Digital Marketing Strategy Director at 2Stallions Digital Marketing Agency, at The American Chamber of Commerce on 25th May 2017. He is sharing insights on marketing automation and its importance to modern marketers.

1. MARKETING AUTOMATION:
HOW IT WORKS AND WHY IT'S
IMPORTANT FOR MODERN
MARKETERS

2. Hello, I’m Daniel

3. Why Email Marketing?
• There are expected to be 4.9 Billion email accounts by 2017,
which is 3x the number of ALL social media users
• Open rates for email marketing messages range from 10-30%
with click-through averaging at 2-3%.
• A user that’s opted in to your emails is much more receptive
and likely to take an action
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4. How about Marketing Automation
then?
Many believe that MarketingAutomationis just Email
Marketingon steroids but it is so much more…
MarketingAutomationhas the power to save time and
increase revenue while offeringall the functions of
most email marketingservices.
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Difference between email marketing & marketing automation

5. MARKETING AUTOMATION ALLOWS
BUSINESS TO NURTURE POTENTIAL
LEADS WITH HIGHLY PERSONALISED,
USEFUL CONTENT, CONVERTING THEM
FROM LEAD INTO DELIGHTED
CUSTOMERS.
Why MarketingAutomation?
It guides them through your
sales funnel
Content that discusses their
problems and concerns while
introducing your business as a
solution.
It doesn’t just stop with leads. Marketing
automation helps keep customers engaged.
What does that mean?
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6. • Sends Mass Emails
• Tracks Open Rates and Clicks
• Easy to Build Landing Page
• Easy to Build Web Forms
Email Service*
Provider
Marketing
Automation
*Email service providers can be zoho, mailchimp and many others
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Feature comparison Email Marketing
VS MarketingAutomation

7. • Easy to Create Multi-Step
Campaigns
• Integrates with all Direct Mail,
Social Media, and More
• Data Deduplicationand
Normalization
• Scores Leads
Email Service
Provider
Marketing
Automation
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8. • Recycles and Nurtures Leads
• Ensures Only Qualified Leads go to
Sales
• Measures the impact on Marketing
Initiatives on Revenue
Email Service
Provider
Marketing
Automation
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9. Is Marketing Automation
RIGHT for your
ORGANIZATION?
• Your customer buying process lasts longer than
a week
• Sending emails alone does not seem to drive
sales
• Your marketing team needs an easier way to
create and send targeted, multi-touch email
campaigns
• You sell different products or services to
different demographics
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10. • You want to send different messages to
different titles and industries
• Your sales people are complaining about the
quality of leads your marketing team is
delivering
• You want to know which of your marketing
campaigns are the most effective
• You can’t tell if you should be spending more or
less money on marketing
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11. Benefits of MarketingAutomation
Your
Company
Increase
Lead
Volume &
Quality
Decisions
Based On
Data
Close More
Sales
Build
Reputation
Do More
With The
Same Team
Nearly
80%
of top-performing
companies have used
marketing
automation
>2 years
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12. • MEDICAL SERVICES:
Dentist, Orthodontist, Physiotherapy
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Successful areas of implementation

13. • EDUCATION:
Tuition/Childcare centre, Schools, Universities
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Success Stories

14. 14
Success Stories
• LEISURE:
Sports, Adventures, Travel, Beauty, and many more

15. • When repetitive processes are automated, small business
owners can instead devote time to the goals that really
matter-like GROWING the BUSINESS
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Success Stories

16. Whether you’re meeting new potential customers or
responding to those who have already called or
emailed, automated processes allow you to gain and
retain leads more quickly and efficiently.
1. Leads
2. Sales
Think of automation software as the project manager
for your sales team. While software helps your team
focus on the most important tasks ahead, it also keeps
track of leads who aren’t yet ready to buy, ensuring
progress at every stage of the sales journey.
What processes to automate?
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17. Automation software encourages customers to buy
and buy again—even if they forget to reorder,
abandon a shopping cart or let a credit card expire.
3. E-Commerce
4. Customer Service and
Engagement
Automation allows you to treat customers as you would if
you had more time. Help customers immediately, respond to
their feedback and even send wishes for a happy birthday.
What processes to automate?
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18. Hosting an event keeps you busy enough. Let
automation handle some of the details, like
registrations, confirmations and promotion.
5. Events
And MANY MORE things
to AUTOMATE..
What processes to automate?
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19. Practical Lead
example to Automate
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20. Whether you’re meeting new potential customers or responding to those
who have already called or emailed, automated processes allow you to gain
and retain leads more quickly and efficiently.
1. Respond immediately to an enquiry
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Practical Lead example to Automate

21. 2. Assign inbound leads
Practical Lead example to Automate
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22. 3. Follow up with new networking connections
Scans business cards using your smartphone’s camera and uploads
contact informationtoyour records
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Practical Lead example to Automate

23. To those who sign up for your emails,you gain new leads and show off
your expertise while you’re at it
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Practical Lead example to Automate
4. Capture leads by offering free content.

24. Practical Sales
example to Automate
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25. Practical Sales example to Automate
Think of automationsoftware as the project manager for your sales
team.While software helps your team focus on the most important
tasks ahead, it also keeps track of leads who aren’t yet ready to buy,
ensuring progress at every stage of the sales journey.
1. New opportunity:
A lead has been identified.
2. Contacting:
The lead moves into this stage when a sales
rep calls/email him. If the sales rep reaches
him, the lead advances to the next stage
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26. Practical Sales example to Automate
4. Qualified:
The lead moves into this stage when the sales
rep determines that he’s qualified, meaning
that he has the budget and authority to make
the purchasing decision.
3. Engaging:
The sales rep is talking with the lead to learn
about his needs and how your product or services
can benefit him.
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27. Sales
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28. Focus on your Hottest Leads
Sales: Focus
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Lead
Scoring
Email
Clicking
Other
Engagement

29. • Establish trust by cultivating the relationship over time,
until the lead is ready to make the big decision.
• On average, nurtured leads result in a 20 percent** increase
in sales opportunities, compared with leads that didn’t receive
that attention.
• Automating a “lead nurturing” process prevents prospects from
slipping through the cracks, allowing you to keep in touch
without having to remember to do so.
Sales: Focus
Stay engaged with leads who aren’t ready to buy yet
In the B2B world, 73% of leads
aren’t yet ready to become customers*
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*According toa report bythe researchfirmMarketingSherpa
**Accordingto a studybythe B2B marketing publicationDemandGenReport

30. 1. Check in again
Shortly after the customer has started using your product
or services to see how she’s doing.
2. Solicit feedback
By sending a survey or asking how your company could
improve. If the customer is dissatisfied, you’ll want to
take action sooner than later.
Sales: Nurture customers
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Welcome a new Customer
In the first email, sent immediately after a purchase, include a thank you(gift)
and an introduction to your company

31. Customer referral program
Word-of-mouth is the most trusted form of advertising, with 84 percent***
of people saying they completely or somewhat trust recommendations from
people they know
Sales: Nurture customers
1. Increase Engagement
Creating referral programs enables companies to develop a
database of brand ambassadors and understand their behaviors
better to use the right marketing. This allows for the opportunity to
remarket to them with special promotions/offers, reward them for
their activity, or simply say thank you for their help
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***Accordingto Nielsen

32. Sales: Nurture customers
2. Gain Loyal Customers
Gaining new customers for any business can be an expensive challenge, but with a
referral program it doesn't have to be. People that have been referred by a friend,
family or colleagues typically stay, than those that found the company by other
means. To encourage them to take action, you might offer a small gift or coupon as
a token of your appreciation.
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33. Sales: Nurture customers
3. Spread Brand Awareness
Naturally, a large contributor of building brand awareness is good referral marketing.
In general customers say friends and family are their top sources of brand awareness.
The more your referrers talk about your services, the larger your reach becomes.
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34. Sales: Nurture customers
4. Increasing your sales cycle by generating leads
sales
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Within the scope of your satisfied customers’ circles of influence.
A better way to spend marketing dollars than cold calling

35. E-Commerce
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36. 1. Generate repeat business
A sale isn’t a one-time event. You want a customer to buy again—and again
and again, especially if you sell a recurring service or a product.
E-Commerce
Selling to an
Existing customer
New Prospect
60 to70%
5 to 20%
The probability of selling to an existing customer is:
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Accordingto theauthors ofthe bookMarketing Metrics

37. E-Commerce
2. No need to wait for customer contact you
“Be proactive by automating prompts for future sales. Automation software starts
the clock when a sale is made, sending a follow up email after a predetermined
length of time. If you sold a 30-day supply of a product, your customer will
automatically receive an email shortly before it’s time to reorder: “
I know your supply is running low. Would you like to buy more?
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38. 2/3 of online shoppers abandon
shopping carts.
Possible reasons:
Not interested,
Not ready,
Distracted
Marketing Automation detects that a customer visited
an order form without making a purchase, it can
remind customers to follow through
E-Commerce
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3. Remind a customer about an abandoned shopping cart

39. Customer Service &
Engagement
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40. 41
Customer Service & Engagement
1. Make it easy for customers to ask for help
6 in 10 consumers have decided against an intended purchase
or business transactionbecause of poor customer service
• Make sure your company meets—and exceeds—the
customer’s expectations every time by automating a process for
responding to help inquiries. Include a “contact us” link in every
email to spare customers the task of locating it on your website.
• When a customer clicks the link, automation software tells a
predetermined staff member to follow up.
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41. 1. Reduce No-shows & Waiting Lists
Automated email reminders provide customers with
advance notice to reschedule or cancel their appointments
2. Improve Customer Satisfaction
Time is valuable, and in today’s technology driven
environment, many people prefer to receive email rather
than have to answer a call
3. Customer Appreciation
Contacting busy customers can be a real challenge. By
automating email communication and allowing customers
to respond at their convenience, you can dramatically
improve response rates.
Customer Service & Engagement
2. Send appointment reminders
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42. Automatically reminding customers allows you
to better utilize your working day, improve
collection processes, and maximize your revenue
stream Individually calling customers can be a
costly exercise, especially with most people
having a mobile contact number.
Sending an email directly is cost
effective and is received well by
customers.
Customer Service & Engagement
3. Maximize Revenue & Save Money
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43. Customer Service & Engagement
4. Staff Productivity
A major advantage of automating appointment reminders is the time it frees up
for staff to focus on productive tasks and the customers in the office. Putting
simple automated progresses to work takes only a few minutes, a fraction of the
time spent trying to call each patient individually
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44. Customer Service & Engagement
Gauge customer satisfaction
Positive or negative, the results from a customer satisfaction survey can give you
the information you need to improve your business
1. Set up Survey
The survey, a web form, can be as simple as one
question—“How satisfied were you with your recent
purchase?”—with three multiple-choice answers:
“Not Satisfied”
“Neutral”
“Satisfied”
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45. Customer Service & Engagement
2. IF NEGATIVE personal FOLLOW UP BY PHONE,
IF A GOOD EXPERIENCE, thank customer and ASK FOR
TESTIMONIAL on Google/Facebook/website and after that ASK THEM
REFER to friends, family & colleagues.
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46. Customer Service & Engagement
3. Make customers happy
With automation software, it is a piece of cake remembering every
customer’s birthday
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47. If you’re planning an event, your to-do list can easily grow into a to-do book.
Focus on the big picture by automating some of the most time-consuming tasks
of event planning: sign-ups, confirmations and reminders.
Events
Automate the event registration process
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