Transcript Presentation

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
@veer
Gaurav Paneri
Product Marketing Manager
Netcore Solutions
@gaurav_paneri
SPEAKERS:
Veer Bothra
Chief Innovation Officer
Netcore Solutions
@veer
Gaurav Paneri
Product Marketing Manager
Netcore Solutions
@gaurav_paneri
THINGS TO REMINDER
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@NetcoreSolution
#NetcoreWebinar
#smartech
#marketingautomation
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Slides & Recording
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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
CUSTOMER
BRAND
TRENDING CHANGES IN INDIAN CUSTOMER
•
•
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•
•
•
•
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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
DIGITAL ERA LEADS TO PERSONALIZED MARKETING
Hi Puja,
Thank you for
stopping by our
website.
Mass Marketing
Segmented Marketing
Personalised Marketing
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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
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Why You Should Care?
MARKETING SHOULD BE ACCOUNTABLE
Marketers are
measured on
results
Results are evaluated
against other channels
(including outbound)
Your Company has
a finite marketing budget,
don’t you want to use that
budget effectively?
MARKETING AUTOMATION IS STRATEGIC
Better Reporting=Better Forecasts,
more competitive sales and
marketing.
Most companies know they
need automation but don’t know
how to implement.
Marketing Automation is
making breakthrough into
industries that were previously
“un-automated”.
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
BUILDING BLOCKS OF MARKETING
AUTOMATION
Predictive
Analytics
Personalised
& Relevant
Data Capture
- Behavioural, Social, Profile
Engagement
Multi-channel
Content Marketing
Unified View of Customer
3 PRINCIPLES OF MARKETING AUTOMATION
1. Unified View Of Customer
3 PRINCIPLES OF MARKETING AUTOMATION
2. Cross-channel Automation
3 PRINCIPLES OF MARKETING AUTOMATION
3. Data-Driven Personalisation
MARKETING AUTOMATION HELPS IN THROUGH OUT
CUSTOMER JOURNEY
ACQUIRE
ENGAGE
RETAIN
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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
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USE CASES
1. LEAD NURTURING
Filter data into multiple segments based on
reason
Segment 1
▪ Challenge:
▪ Create nurturing programs for the leads based on the who and
where they are in the buying process.
Send Email
Click
▪ Solution:
Did not open
▪ 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.
Reminder SMS
Check for
form fill up
No
Yes
Yes
Check click
No
Webhook
API call
Call center
2. SHOPPING CART CHECKOUT ASSISTANCE
▪ Challenge:
Checkout page
▪ Reaching out to the people who are stuck at the checkout page and need
assistance.
Stuck for
10 mins
▪ 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.
Send IVR call for
help
Presses key for
help
Connect to call center
Purchased a
product on PoS
3. PERSONALISED RE-TARGETING
SMS with link
▪ Challenge:
▪ Brand only had mobile numbers of their customers. Need to collect
more data points like Email ID, Address.
Fills up the form
▪ Solution:
Stores data
▪ 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
Update
status to
Verified
Verification
Email
▪ Send verification link on the Email ID.
Clicks
▪ If user clicks, set status of the email as verified.
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KEY TAKEAWAYS
KEY TAKEAWAYS
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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
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.
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Q/A
+91 22 6199 9807
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Experience the Smartech demo,
give a missed call on
We will email the recording and
slides to you soon 
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Thank you for joining