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Marketing Automation: Differences between an ESP and use cases

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Presented this topic at Internet Retailer - 2015 in Chicago

Publicada em: Marketing
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Marketing Automation: Differences between an ESP and use cases

  1. 1. Automation Nation: How Marketing Automation Can Increase Conversions and Grow Repeat Customers PRESENTED BY RYAN GRIPP
  2. 2. Marketing automation refers to 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. 2
  3. 3. Email Service Provider or ESP is a software platform and technology designed for marketing departments and organizations to more effectively market on the email channel. 3
  4. 4. 4 ESP vs Marketing Automation
  5. 5. 5
  6. 6. Marketing Automation within an organization 6 email search mobile CRM ERP PIM store
  7. 7. Provide consistent customer experiences across your channels. 7
  8. 8. Marketing Automation 8
  9. 9. Use Case: Simple 9
  10. 10. Use Case: Advanced 10
  11. 11. Use Case: Expert 11
  12. 12. Marketing Automation Landscape 12
  13. 13. Questions to ask before you start 1. Enough budget and the right person in-house with enough time and empowerment to make sure all the benefits and features available can be implemented. 2. Cross-company buy-in from all involved parties and a fully thought-out strategic plan including funnel or lifetime metrics from top to bottom that both marketing and sales can agree on. 3. A marketing automation package that meets both immediate marketing needs, and the future needs of the company as consumers shift to non- email platforms, whether it be software-as-a-service, on premise licensed software, or homegrown software. 4. A robust, centralized database with all the relevant info needed to drive unique segmentation. 5. The creative assets needed to feed highly individualized communications over long periods of time. 13
  14. 14. Thanks! • Additional Reading: – Econsultancy: Marketing Automation Best Practices – Forrester: Marketing Automation Success With European Companies, Mastering New Marketing Automation Approaches • Connect: – Twitter & LinkedIN: Ryan Gripp – Email: ryan.gripp@icloud.com 14

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