Marketing Automation

The Definitive and Ultimate Guide

to Marketing Automation
What is Marketing Automation and the reasons why
the world begins to use automation systems

How to use Marketing Automation system and which

processes should be created

Modules and solutions available in the state-of-the-art

automation systems
Table of Contents

3 Introduction to Marketing Automation

7 Functionalities Available in Marketing Automation Systems

18 Combination of CRM and Marketing Automation

19 Monitoring and Identification of Contact Behavior Online

20 Lead Nurturing

21 Contact Scoring

22 Contact Segmentation

23 Big Data Marketing

26 E-Mail Marketing

28 New School of Marketing

30 Customer Decision Journey

33 Selecting Marketing Automation System

2
Introduction to Marketing Automation

The Definitive and Ultimate Guide

to Marketing Automation
We have prepared especially for you a comprehensive guide to the world of
Marketing Automation for several reasons. Firstly, together with an intensive
development of the global Marketing Automation market occurs a need for
knowledge available in that field area. Moreover, ever larger market means also
more and more systems in Marketing Automation class. Unfortunately, more
and more often we meet systems only resembling Marketing Automation or
only positioned in that way. This study answers the questions: which functions
should have a marketing system and which options should provide to its users
in order to, with a clear conscience, can be included to a group of Marketing
Automation. Additionally, you can find here a short guide leading through the
process of choosing and buying IT for a company. You are welcome to
reading, which will bring you closer to the world of marketing and
sales automation.

3
Introduction to Marketing Automation

Marketing Automation
Marketing Automation has been, What is Marketing Automation?
of late, one of the most popular It is a segment of information systems Marketing Automation
subjects in the world of marketing. dedicated to management of marketing
The market of systems of this class and sales. technology
grows at a significant rate. Only by allows to:
2015 Marketing Automation market How it works?
will be worth about $ 3. 2 billion. Makes more efficient, automates, and Lead Nurturing
measures all marketing and sales
With the emergence of a growing activities, at the same time, combining customer retention
number of companies offering them with an individual customer, and measuring ROI
Marketing Automation class their effect.
systems, and dealing with behavioral and transactional segmentation of contacts
marketing and sales automation What is the point?
contact scoring
there have been also attempts to The main objective of marketing and sales
define Marketing Automation. automation is to increase a volume of personalization of communication
Constructing a definition, it is worth sales through perfect match of sending
answering a few questions. messages to the needs, interests, and combining marketing and sales activities
capabilities of potential customers. determination of optimal conversion paths

integration of many different data sources and Big Data support

"Marketing Automation solution delivers essentially all the benefits of an e-mail Marketing Solution along with
integrated capabilities they would otherwise need to be cobbled using various standalone technologies".
Gleanster Research

4
Introduction to Marketing Automation

Marketing Automation
Marketing Automation is a family of Marketing Automation class systems has Marketing has ben no longer an activity
systems serving to automation of come to aid. They can automatically connected with art, and has become a
marketing and sales activities. The need connect each acquired contact with form of science. It can provide
of their creation may reach the already marketing operations and their effect. mathematically supported results of
famous sentence spoken by John Thanks to that we exactly know how we carried out operations, moreover we are
Wanamaker, one of the modern marketing acquired a contact, and how it behaved in finally able to show the exact impact of
pioneers. (Please, see a text box below). the whole marketing and sales process, conducted campaigns on the revenue
and when it became our customer. amount in a company. In a word, it is
There is a problem of exact determining So, it is easy to determine ROI indicator, easy to prove what part of a revenue and
the effects of implemented activities. Even for each performed operations. to what extend is generated by
in a form of ROI indicator it accompanies marketers’ work.
us to date. According to 2012 IBM CMO If we are able to calculate this indicator for
Study only 44% of marketing directors is each operation, than it is easy for us to
now ready to present ROI indicators of answer a question posed by John
conducted marketing operations. The Wanamaker. Suddenly, we gain a holistic
inability to confirm the effects of their own view for the whole marketing and sales
work is a real tender spot of marketing operations carried out by us. We can see
and one of main reasons, for which 100% what works well, what averagely, and what
of company presidents will make first we have to improve or discontinue.
cutbacks exactly in the marketing “Half the money I spend
department. on advertising is wasted;
the trouble is I don't know
which half.”
John Wanamaker

5
Introduction to Marketing Automation

Marketing Automation
Marketing Automation, is a response to a
modern marketing demand for technologies.
Nowadays, we deal with great change in
consumers’ behavior. Consumers look for infor-
mation in multiple channels using a lot of devices,
sources of information, and communication
channels. Marketing Automation
That is why marketing needs a technology which
can connect multi-channel communication with a Monitoring
specific consumer and her or his needs. Then it
is needed to collect and analyze data, and react
customer
behavior online
+ eMail
Marketing + CRM

properly. Marketing Automation class systems

are a natural response to real needs of
contemporary marketing. Their most important
capability is an ability to connect an individual
Marketing
analytics + Contact
scoring + Campaign
Management
customer with a series of activities which she or
he underwent, and their effect. Building a profile
of each acquired contact Marketing Automation
system combines data from many different
Landing
Pages + Social
Marketing
sources.

6
Functionalities Available in Marketing Automation Systems

Functionalities
The majority of Marketing Automation systems have similar
functionalities. That is why we have prepared a list of those
most important, and we have identify how often they occur. Each of functionalities received a mark which tells us about its
Additionally, a list has been divided into thematic categories: popularity and availability in Marketing Automation systems:

Functionality marked in this way is commonly available in the

Monitoring contact behavior on the Internet most available Marketing Automation, as a standard at no extra
charge.
e-Mail Marketing

CRM and Contact Management Functionalities with such a mark do not occur in all Marketing
Automation solutions, however they are popular, and if available
Marketing and sales automation they appear as standard.

Analytics and reports

This mark was given to very rare functionalities, often very
unique for respective systems. They often are an additional
Advanced functionalities.
extra paid option.

7
Functionalities Available in Marketing Automation Systems

Monitoring of Contact
Functionality marked in this way Functionalities with such a mark This mark was given to very rare
is commonly available in the most do not occur in all Marketing functionalities, often very unique
available Marketing Automation, Automation solutions, however for respective systems. They often

Behavior on the Internet

as a standard at no extra charge. they are popular, and if available are an additional extra paid
they appear as standard. option.

Functionalities for identification and

monitoring of contact behavior online

Website – basic Social web portals B2B Visits

An ability to monitor time spent on Monitoring ”Like”, ”Share”, ” Subpages visited and time spent.
website, visited URL addresses, Comment” of individual contacts. Sources and phrases of website
identify persons visiting website, Segmentation and scoring based visits.
phrases and visit sources. on data from Social Media.

Website – detailed Mobile applications Contest applications on FB

Monitoring of behavior in Ajax Number of users of mobile Integration of Marketing
elements, mobile applications, data applications is still increasing. Automation with a contest
entered in search engines, Behavior monitoring of mobile application not only allows to
calculators, etc. application users provides acquire contacts, but also to
a lot of new information. obtain information about them
In most cases, we know when an from Fb profiles and those left in
application is used, by whom, what an application itself.
a user does in it, and where is
located.

8
Functionalities Available in Marketing Automation Systems

e-Mail Marketing
Functionality marked in this way Functionalities with such a mark This mark was given to very rare
is commonly available in the most do not occur in all Marketing functionalities, often very unique
available Marketing Automation, Automation solutions, however for respective systems. They often
as a standard at no extra charge. they are popular, and if available are an additional extra paid
they appear as standard. option.
e-Mail Marketing is the most popular channel of marketing communication. It becomes
really effective when we combine it with a dedicated landing page and contact forms.
Most frequently Marketing Automation systems replace traditional suppliers of e-mail
marketing systems. However, the scope of functionalities depends on the chosen
system.

Wizard of e-mail messages Auto-responders Dynamic content

and newsletters Automatic dispatch in reaction to Dynamic adjusting of contents of
A simple and intuitive wizard the identified contact behavior on sent e-mail messages and
which allows to create an e-mail the website, e-Mail Marketing, newsletters with regard to a specific
message even by first-time users. after a certain time, lack of activity, customer. The system compares
The WYSIWYG type of editors are etc. profiles of customers and available
also a popular solution. content/offers, and then adjusts
those best suited to the specific
recipient.

HTML templates support Content personalization

Support of HTML templates, The possibility to modify content
templates library, a possibility to depending on a recipient. Personalized
import templates from zip file. courteous forms of address: Dear
John, Dear Madam. The possibility to
insert dynamically names, last names,
company name, e-mail address, etc.
This feature increases e-mails
efficiency thanks to generating
involvement from recipients.

9
Functionalities Available in Marketing Automation Systems

e-Mail Marketing
Functionality marked in this way Functionalities with such a mark This mark was given to very rare
is commonly available in the most do not occur in all Marketing functionalities, often very unique
available Marketing Automation, Automation solutions, however for respective systems. They often
as a standard at no extra charge. they are popular, and if available are an additional extra paid
they appear as standard. option.
e-Mail Marketing is the most popular channel of marketing communication. It becomes
really effective when we combine it with a dedicated landing page and contact forms.
Most frequently Marketing Automation systems replace traditional suppliers of e-mail
marketing systems. However, the scope of functionalities depends on the chosen
system.

A/B tests Spam tests and deliverability Auto opt-in, out, double in
One of the best methods of Marketing Automation often Auto save mechanism for
testing and optimization for e-mail replaces traditional e-Mail dispatches: opt-in; withdraw from a
dispatch.The test automatically Marketing. That is why it offers dispatch: opt-out and double entry
selects groups of receivers, sends spam tests, monitoring of opening validation : double opt-in.
two versions of messages, gives and clicking, deliverability
the results, and enables to send indicator, soft and hard bounces
the final message to the remaining handling.
group of recipients.

10
Functionalities Available in Marketing Automation Systems

CRM
Functionality marked in this way Functionalities with such a mark This mark was given to very rare
is commonly available in the most do not occur in all Marketing functionalities, often very unique
available Marketing Automation, Automation solutions, however for respective systems. They often
as a standard at no extra charge. they are popular, and if available are an additional extra paid
they appear as standard. option.
The core and very important supplement to e-Mail Marketing module. The possibility of
acquiring, managing, and storage of contacts and their profiles is crucial for efficiency
of marketing operations.

Contact management Contact profiles User accounts

The opportunity to manage Customer profile created as a part Differentiated accounts in a system
contacts, create groups of of contact card containing all due to an access to functionalities
contacts, assign them to collected data about her or him of stored in it data and because of
salesmen, etc. which originate from many possibilities to modify all
sources. parameters.

Notes, tasks, alerts Sales funnels Integration with e-mails

The possibility of adding notes and Multi-step sales campaigns that The possibility to connect the system
individual tasks with an automatic enable to manage a process of with individual accounts of salesmen.
reminder to a contact card. sales and to organize a contact So, that also individually
structure. correspondence with potential
customers will be a subject to
monitoring and automation.

Adjusting contact cards

The possibility of adjusting a
quantity and type of data displayed
on a contact card to individual
needs of a system user.

11
Functionalities Available in Marketing Automation Systems

Marketing and Sales

Functionality marked in this way Functionalities with such a mark This mark was given to very rare
is commonly available in the most do not occur in all Marketing functionalities, often very unique
available Marketing Automation, Automation solutions, however for respective systems. They often

Automation
as a standard at no extra charge. they are popular, and if available are an additional extra paid
they appear as standard. option.

A very comprehensive category of functionalities available only

in Marketing Automation systems.

Lead Nurturing Lead Generation

We have divided it into additional subcategories:
Educational programs Landing Page Generator
Automatic programs that increase Functional generator of landing
sales by providing to sales pages with regard to performed
Lead Nurturing department educated and ready marketing e-mail dispatches.
to purchase contacts
Lead Generation

Automatic personalization of offers and contents

Drip marketing Basic forms
Automatic segmentation
Messages sent, periodically in A simple wizard of contact forms
Automation rules regular cycles or after occurring placed on a website. The forms are
of new content on a blog, to a pasted permanently, as a sidebar
Contact scoring fixed group of recipients or to a or a pop-up.
Notifications and alerts group that comply with certain
criteria.
Sales management
Progressive forms
The possibility of dynamic adjustment
of displayed form to a customer
profile.

12
Functionalities Available in Marketing Automation Systems

Marketing and Sales

Functionality marked in this way Functionalities with such a mark This mark was given to very rare
is commonly available in the most do not occur in all Marketing functionalities, often very unique
available Marketing Automation, Automation solutions, however for respective systems. They often

Automation
as a standard at no extra charge. they are popular, and if available are an additional extra paid
they appear as standard. option.

Automatic personalization
of offers and content Segmentation

Dynamical e-mail Dynamic content on the page Behavioral segmentation

A special mechanism that automatically The possibility of displaying Automatic segmentation of a
downloads and places in a message dynamically adjusted content on the contact database with regard to
template offers which suite the best for website to a visitor’s profile. They contact behavior monitored
an individual recipient. may take a form of recommendation online.
system.

Predefining e-mail messages SMS personalization Transactional segmentation

The possibility of preparing and storing in Automatic content Automatic segmentation of a
a system messages that contain personalization of SMS contact database with regard to
preliminary adjusted offers, most often message. transactional data.
addressed to a product/service segment.
VMS personalization Hardware segmentation
Automatic content Automatic segmentation of contact
Repository of dispatches personalization of VMS message. database based on a device, a web
A database of all deliveries with a browser and an operational system.
possibility of duplication and editing.
Criteria of matching offers Geographic segmentation
The possibility of defining offer Automatic segmentation based on
parameters which will be information about localization, from
automatically added to a content of which a website was visited.
a sent newsletter.

13
Functionalities Available in Marketing Automation Systems

Marketing and Sales

Functionality marked in this way Functionalities with such a mark This mark was given to very rare
is commonly available in the most do not occur in all Marketing functionalities, often very unique
available Marketing Automation, Automation solutions, however for respective systems. They often

Automation
as a standard at no extra charge. they are popular, and if available are an additional extra paid
they appear as standard. option.

Automation rules Contact scoring

Behavioral rules Hot Leads Advanced scoring

The possibility of automatic triggering an Module showing the most Extension of a basic scoring of
action based on a certain contact online prospective contacts in terms behavior types by a possibility of
behavior. For example, a visit to a of sales. assigning a given number of
subpage of a website. points for a precise defined
Point ranking behavior, and in relations to sales
Ranking of contacts in a database stage or segment of interest.
Transactional rules arranged on the basis of the amount of
Transactional rules scoring points
The possibility of automatic triggering an
action based on transactional data. For
example, after transaction of a certain General scoring
amount. System of contact scoring. All monitored
contact behaviors result in assigning a given
number of points to profile scoring.

14
Functionalities Available in Marketing Automation Systems

Marketing and Sales

Functionality marked in this way Functionalities with such a mark This mark was given to very rare
is commonly available in the most do not occur in all Marketing functionalities, often very unique
available Marketing Automation, Automation solutions, however for respective systems. They often

Automation
as a standard at no extra charge. they are popular, and if available are an additional extra paid
they appear as standard. option.

Notifications and alerts Sales management

Notifications about activity Sales funnels

The possibility of adjusting automatic A transparent structure of stages in a
notifications related to crucial behavior of sales funnel allows to control and
potential customers. manage easily a contact flow in a sales
process

Sales alerts Lead Routing

The possibility of automatic notifying sales- Marketing Automation allows to
people about a contact necessity with a create automatic processes of
certain contact on the basis of her or his contact routing and handling.
behavior and collected data

Internal alerts Salespeople activity

Automatic alerts related to lead flow inside It is possible to monitor an activity of
a company and to activity of system users. employees themselves. A person in charge is
given an access to a complete report related
to activity of system users and contacts
assigned to them.

15
Functionalities Available in Marketing Automation Systems

Analytics and Reports

Functionality marked in this way Functionalities with such a mark This mark was given to very rare
is commonly available in the most do not occur in all Marketing functionalities, often very unique
available Marketing Automation, Automation solutions, however for respective systems. They often
as a standard at no extra charge. they are popular, and if available are an additional extra paid
they appear as standard. option.

Analytics and reports are a very important part of Marketing Automation system
functionalities. Thanks to it we gain confidence that that what we do will bring expected
results and we obtain a possibility to find places which require improvement.

Analytics of Marketing Mix Activity of salespeople Sales analytics

Analyses showing in what way The possibility of generating An analysis and identification of the
changes at the level of respective reports about salespeople activity, best sources of sales conversion.
stages of sales funnel. They show tasks they perform, and progress
where in a sales process Social of contacts assign to them in a
Media is needed. sales process. Report of B2B visits
A periodical report including a
list of companies, which visited
a website in a given period of
Analytics of automation Analytics of e-Mail Marketing time.
A full analysis of operation and A full analytics of e-mail marketing
effectiveness of actions run in an activities including reports of clicks
automatic reaction to behavior and openings, and dealing with an Analytics of conversion paths
and information about contacts. impact of dispatch on contact Analysis indicating optimal
behavior conversion paths freshly
acquired contacts to customers.
It indicates the most efficient
marketing and sales operations.

16
Functionalities Available in Marketing Automation Systems

Advanced Modules
Functionality marked in this way Functionalities with such a mark This mark was given to very rare
is commonly available in the most do not occur in all Marketing functionalities, often very unique
available Marketing Automation, Automation solutions, however for respective systems. They often

and Functionalities
as a standard at no extra charge. they are popular, and if available are an additional extra paid
they appear as standard. option.

Specialist modules and functionalities run most often at a customer request

Revenue Performance Management Predictive marketing Real Time Tracking

An automatic contact segmentation into An analysis of periodicity in Real Time Tracking
groups depending on whether their purchases and sales highs and The possibility of monitoring of
expenses rise or fail in a given period of lows, and appropriate adjustment contact behavior in a real time, and
time. A module uses transactional data. of marketing operations to these reactions to their behavior in real time,
data. also on the basis of anonymous
contact profiles built in real time.

Call Center Support Integration with ad networks Integration via API

Automatic recommendations of RTB Availability of the programming
conversation subject matters and The possibility of displaying ads in interface API which enables a
sharing profile contacts with RTB networks which are adjusted headless exchange and synchro-
telemarketers and Call Center. to user profiles to which ad is nization of data between external
Automatic notifications and alerts shown. systems and Marketing Automa-
about a necessity to contact tion, in a two-way process.
specific persons.

17
Combining CRM CRM systems are created and developed with a view of supporting individual

and Marketing
contacts. Additionally, their task is a purely sales support of relations with
potential customers. Combining Marketing Automation and CRM allows to

Automation
standardize marketing and sales operations and to support CRM with additional
information about a potential customer.

Marketing Automation
A potential customer before coming along in In addition it turns out that, CRM system and CRM mean:
CRM, first appears in Marketing Automation allows us to support about 30% of real
system where his or her profile is built on the sales process, i.e. from a moment when 1 Shorter sales process
basis of Digital Body Language, containing a contact between salesman and
many substantial data. Whereas CRM system consumer occurred. The remaining 70% 2 Higher sales conversion
is as good as data entered into it and with most often takes place online, i.e. there
which we work. We have an access to static where information is gathered by 3 Better data quality in a company
information and collected to the very moment Marketing Automation. Integration of
in which contact is delivered to CRM. Access both solutions gives salespeople access 4 Lower sales costs
to information such as name, last name, to information collected at the beginning
company, position, degree of decisiveness, of purchasing process.
budget amount, branch, sector, company
size are a classics. These information is very
important and allows to evaluate Marketing Automation supports CRM
opportunities for sale to a given customer.
Marketing Automation allows to provide more
and better qualified contacts to CRM. It
ensures information about them in a real time,
and it helps sellers to increase sales
conversion due to it a larger, more stable and
easier in planning revenue is generated.
Statistically CRM together with Marketing
Automation to ROI is 14.5 %, higher, and a
10 % improvement of data access means
approximately 14 % bigger revenue.

18
Monitoring and Identification
of Contact Behavior Online
The ability to identify and monitor of persons behavior is one of the foundations of Marketing
Automation systems. On the basis of information flow it is possible to trigger an automatic reaction
of a system and customer profiling.

Monitoring of behavior on the Internet is obviously a very

broad term. In fact we will focus on:

website visits

reaction to e-mail messages

social media

mobile channel

affiliate networks, RTB, AdWords, etc.

All these information may be described as Digital Body

Language. Contact profile is constructed in that way
allows you to an easy identification of a stage at what
each potential customer is. Additionally, information
included in it tells us what are her or his interests and to
what extent. We will also get to know which methods of
contact are preferred by a customer and when should
we contact him.

19
Lead Nurturing
Lead Nurturing is a new
Lead Nurturing is a subject often discussed in all
marketing term related to
studies on Marketing Automation. Nothing strange
performing marketing
about it, because it is one of crucial functionalities of
programs which aim is to
those systems.
prepare a potential customer
for making a purchase.

Lead Nurturing is a program aimed at increasing sales

in the company. Therefore its main task is education
of potential customers and delivering to the sales
department a customer who is ready for a contact
with a salesman.

Why programs of this type are important for Maintaining contact with a potential customer – pseemingly tricky statement, but without
companies? maintaining contact with a customer we do not have a possibility to sell a product or service.
If a potential customer is not interested in a relationship with us most likely she or he will
In a present sales model about 80% of acquired unsubscribe, or at least she or he will express a lack of interest by not clicking on e-mails and
contacts is not ready to make a purchase, that is links what will cause that Automation Marketing system will not qualify her or him to a group
to say that the majority of customers do not have of potential customers who should be by contacted by the sales department.
sufficient knowledge to make a purchase. Moreover,
neither of them is ready to be contacted by the sales Delivering crucial ideas to a potential customer – Lead Nurturing program gives a possibility
department. Programs of this type are most often of non-invasive delivering crucial information, comparisons and concepts to a customer, what
performed by a dispatch of messages via e-mail. allows to orient a mindset of a potential customer, what in turn can have a crucial meaning in
Lead Nurturing allows to fulfill 3 essential tasks completing sales process.
(Please, see a frame). That include maintaining
Indicating the best moment to selling – an analysis of customer behavior in response to
customer relationship, giving information, and
directing Lead Nurturing program allows to indicate so called Trigger Points, that is moments
indication of a moment for sales.
when it is the best time to contact a customer.

20
Contact Scoring
Scoring model is a very important feature in Marketing
Automation systems. Its action mechanism is very simple. Marketing Automation system
Each contact activity assigns to its card a certain number can count scoring points for:
of scoring points.
a visit on a website
openings and clicking on e-mail messages
interactions with social media
receiving and answering an SMS message
A very simple mechanism is created which, at reaction to VMS message
the same time, in a very precise way indicates a conversation with Call Center
potential contacts which are the most active or
the best prepared. Simply, they have the a visit in a traditional store
greatest number of points, and the sales making a purchase
departments is given a clear message: first
interaction with a salesman
of all we should contact with those customers.
Contact scoring is not only a ranking for
salespeople, but also a very important tool in Each of those interactions may cause
a marketer’s work. For a marketer the most assigning an appropriate number of points
important should be not whether his action to a consumer. The points themselves may
engage recipients, but how to measure be assigned in 3 independent dimensions.
engagement when the most of interactions and The fist, that is globally to a contact card is
activities are carried out online without an actual a total scoring for all contact behavior.
contact. Additionally, a progressive Besides, we can measure tag scoring or
fragmentation of contact methods is not at a stage of sales campaign. It allows to
facilitating a task. measure precisely contact engagement in
a company offer and in a specific products,
and at a given sales stage.

21
Contact Segmentation
Contact segmentation is one of the basic tasks of Marketing Automation systems. Division to groups
is the more precise, the more information we gather in contacts. As a result of contact segmentation
it is easier to manage them and increases an effectiveness of marketing operations.

Contact segmentation consists in the fact that they

are automatically assigned to certain
groups-segments. We can divide contacts on the
basis of:

behavioral data

transactional data

geographical localization

used device, operational system or Web browser

Having segmented contacts we can decide on one

division or combine ways of segmentation at will so that,
in effect, we get groups of potential customers which
correspond to an actual situation. As a result of a
correct segmentation we will get groups of persons
actually interested in given products, so that is easier
to address dispatches to persons actually awaiting for
given information.

22
Big Data Marketing
Let us try for the beginning to define what really is Big Data. The simplest (although mistaken) definition
says that Big Data is everything we count in petabyte. McKinsey defines „Big Data" as a datasets which
size is beyond the ability of typical database software tools to capture, store, manage, and analyze data.

Robert Klopp from EMC talks about unstructured This concept seems to reflect a sense of In standard tools for data processing there
data stored in different databases. IBM definition what we call „Big Data”. Forrester is also a possibility to handle different data,
adds one more condition related to data diversity considers (rightly), that the name Big Data however it requires one essential
and speed of their capturing and processing. They is confusing because suggest only size factor – an appropriate amount of time.
must origin from different sources and be generated omitting remaining three aspects. Unfortunately, we do not have abundance
in real time or nearly real time. According to Forrester (Often, in parallel, is used a less popular of it – by definition Big Data are data that
Research company „Big Data" is a concept term High Performance Analytics). It is no appear in a large volume, and what is
considering data problems in four dimension, less important variety resulting from a more important, often requiring analysis
called 4V: nature of collecting data in a contemporary and reaction in nearly real time.
organization. Big Data combines data from
volume – data size different channels (behavioral data,
statistical, geographical, transactional) and
variety – data diversity data formats (website traffic, social media,
velocity – fast emerging of new data video, music, documents, forum activity,
their analysis in a real time forms, survey, telephone talks, offline
data), what departs from known so far
value – how much data are worth combining of relational data coming from
(some sources say instead variance – data variance) the same sources.

23
Big Data Marketing

Reaction in real time is necessary in such Summarizing, Big Data are something more, A superb example of the Big Data
quickly changing conditions. In order to than just a large amount of information. structure may be a modern airliner,
handle Big Data are needed tools which If we were to formulate a definition from which draws information from
can cope with such an analysis. The last a business point of view, it would say like this: thousands of sensors monitoring all
factor is data value – however, not because possible parameters several times
that the data are substantial, but quite the in every second of flight and captures
opposite – a huge part of information data flowing from the outside, in order
constituting Big Data is totally useless. to analyse them and ensure safety
So, another problem is to filter only valuable Big Data – of its passengers or to notify a pilot
data. an aggregation of different, in about a possibility of occurring
terms of size, origin, format, problems before they happen.
significance, rapidly
emerging and demanding
processing in real time, data
in a large volume and with
a great variance.

24
Big Data Marketing

Big Data Marketing

Having data is one thing, but using them is It is estimated that poor quality data can
something completely different. Slowly, we cost a company up to 35% of operational Big Data Marketing –
can start talking about new way of providing revenues. On the other hand, a magnitude of using a variety of information
marketing – Big Data Marketing. The size of data generates unimaginable possibilities of about contact in real time in
available and potentially useful data is their use. According to a survey carried out order to increase the
currently spreading like wildfire. on the Fortune 1000 list even a 10% usability effectiveness of marketing
Only Facebook generates huge quantities of improvement and data availability increased operations through
them. According to information provided by sales on average by 14% per each employee. personalized communication
IBM, every day users of this web portal click You should not wonder if we need Big Data one – to – one .
on ”share” nearly 650, 000 times per minute Marketing, but rather think how to take action
and add 100 TB of data per day. If we in order to make use of its possibilities!
additionally take into account activity of
Tweeter users who crate everyday 230
million of „tweets”, it will turn out that people
involved in marketing will be overwhelmed Marketing Automation i Big Data
with enormity of not verified information.
This data complete information stored in Marketing Automation system captures, collects, and analyzes data from many independent
CRM/ERP systems, and behavioral data sources. It allows to take full advantage of information possible to gather thanks to Big Data
related to consumer behavior on a website. Marketing. The biggest asset is an ability to automate a response to a single customer
behavior and reaching her or him out with a personalized offer at the most convenient
moment. It is important, when implementing these type of solutions there is no need of
investing in new hardware.
Thanks to using cloud computing all operations demanded for processing Big Data is
performed without loading a computer network in a company. As a result, we get an
advanced modern tool of Marketing Automation class fully adapted to perform Big Data
Marketing tasks.

25
e-Mail Marketing
e-Mail Marketing in Marketing Automation systems becomes an integral part of all marketing
operations. This means, that information gartered about customers by means of it have an impact on
the course of the other marketing operations, and on the other hand data related to customers coming
from the other operations and sources influence a shape of e-Mail marketing campaigns.

The majority of Marketing Automation

systems have an e-Mail Marketing
module. The collation of these modules
features is available above. However, in
a situation when we combine e-Mail
Marketing and Marketing Automation
two main problems of traditional
dispatches are omitted. Mass mailing
rarely hit the individual needs of potential
customers and equally rare they reach
an addressee at the right moment. Let
us be honest that most often we sent
messages to a fairly large group of
recipients and for a predetermined day
and hour. This type of dispatches lose
their effectiveness, and can win some
thanks to Marketing Automation.

26
e-Mail Marketing

The most advanced use of e-mail message in It is also possible to mix matching methods depending on a required result. Matching is done
Marketing Automation is a dynamic e-mail. absolutely automatically. We receive an e-mail message which contain a collation of offers/products,
Products tailored to an individual recipient on the which is an exact response to a customer shopping need arising from his behavior, and a dispatch
basis of the previously specified parameters get itself is performed short after a contact visit in an e-store.
across to a template of an e-mail message.
Mechanism uses contact profiles stored and
created by Marketing Automation system. To
information contained in a profile (for instance,
average shopping value and browsed products)
are matched the best products from .xml base and
put into an e-mail. Products or offers may be
matched to:

last contact visit on a website

complete visit history

transaction history

an entire customer profile

27
New School of Marketing
The results of research carried out by Adobe in 2012 put marketing specialists on the list of the least
valuable occupations in the world, beside dancers and actors. Interestingly, either marketing specialists
themselves do not have a good opinion about themselves.

Such a low assessment of marketing Marketing begins to be science Outgoings of CMO will exceed outgoings
work is mainly due to a very low pace of of CTO for information technology solu-
implementation technologies into The greatest challenge facing marketing is tions until 2017
marketing. Marketing specialists often transformation from a domain associated so
act as if they practice a filed area of art. far with an art, to such, which its activities According to results of the research until 2017
Meanwhile marketing today needs a solid will be based on a thorough analysis of data a statistical marketing director will spend more
determination of performer activities and and achieved results. Changing an attitude on new technologies than IT director.
an explicit presentation their impact on and the way of operating marketing begins The pace of technology implementation to
a volume of generated income. Despite to create an asset in a company. On the marketing is speeding and will be speeding up
the considerable pace of technological other hand the effects of its operations are since these field area is exceptionally long
development innovations pretty effectively more measurable. All of this is possible only resisted innovations.
omitted marketing operations. thanks to the use of technology. The trend
of technology implantation into a work of According to the same Gartner, Inc. research
marketing department is revealed by expenditure on innovative solutions in the filed
Gartner, Inc. research. area of marketing will grow by 200-300%
faster than the other IT operations. This pace
is also visible among Marketing Automation
systems. The field area which has come into
existence relatively recently, today is a
dynamically developing segment of systems
for management of sales and marketing.

28
29
Customer Decision Journey
Up till now, process of making a purchase Purchase funnel
decision by a consumer has been
described by conversion paths, Traditionally purchase funnel reflected
a purchase and sales funnels. a process, in which not much aware
consumer began from a few potential
salesmen and gradually in a course of
making decision limited their number,
For the first time we have heard about
until selecting a winner, that is making
purchase funnels in 1898. At that time E.
a purchase at one of them.
St. Elmo Lewis developed a model, which
Why the concept of funnel is not
theoretically described a customer trip
Sales funnel matched to a current market?
towards making a purchase. Both a
purchase path, and sales funnel are linear
On the other hand companies, looked Mainly due to a linear nature it becomes too
models, what means, that they can only
also in a linear manner at a sales process. narrow and does not include all connection
concern linear processes. Those two
A typical sales funnel begins from a great points and the most important buying
models had worked quite well until a
number of potential customers at a very factors. Secondly, technology and consum-
moment, in which a quantity of communi-
early stage of purchase process and er have changed, and only marketing
cation channels customer-company were
gradually narrowing (little and little number lagged behind. Nowadays, consumer has
limited. For a marketer the biggest chal-
of contacts at the stages closer to sales) an exceptionally wide choice of products
lenge is to reach a customer at that very
and ends up at closing transactions. If we and services, and first of all channels of
moment at which he has the greatest
add to this a term of path conversion, we communication, in which he or she can look
influence on a decision taken by him.
also have to do with a linear approach to for, explore, and compare. Marketing has to
For years marketers have looked for such
sales process. Such a way of thinking do with a much more independent, better
opportunities thanks which it is the easiest
imposes limitations on marketing, which informed, and more demanding consumer.
to influence customers.
closes in its operations for a gradual
pushing contacts through respective
stages, until sales.

30
Customer Decision Journey
In fact, a process of making a purchase The beginning of customer shopping trip Stage 1: Subconscious brand choice
decision is much more complicated
and multi-threaded than suggested According to a new concept a process of The process of making a purchase decision
by a funnel. making a purchase decision begins long begins in customer consciousness. Let us
before contact drifting to a firm and a sales suppose that we want to buy a brand new
Effective operation in such a situation funnel. At the first stage a consumer consid- cellular phone, TV set or even a car. Whatever
demands another, more sophisticated ers a purchase of several brands. This stage a product or service, when we start thinking
approach. Only in 2009, that is 11 years we call an subconscious brand choice. At the about a purchase, immediately we recall a few
after a purchase funnel McKinsey & second stage, a consumer searching for brands, from which we begin to choose.
Company started to convince that a place information online about preselected products According to the McKinsey & Company study
of a funnel is now assumed by Consumer finds products from different suppliers and a a progressive media fragmentation and a greater
Decision Journey, what we can translate pool of considered brands grows. The third product availability made that consumers tend to
as Customer Shopping Trip. stage involves making a decision and closing limit the number of brands from which they start
a transaction. Traditionally, it would be an end a purchasing process. Therefore in order to find in
How does a consumer make of a sales process. Nevertheless, there is a a first set of brands we must take care of a brand
a purchase decision? fourth stage. It assumes customer localization recognition and the ability to break through
coming after transaction and operations a plethora of marketing messages into
An active part of searching a product leading to the next purchases. a consumer consciousness. It turns out that the
starts online, in up to 50% of cases brands which can be find in the first group have
consumers begin their trip on the Internet. 300% greater sales opportunities than the others.
Whereas 95% of consumers explore the On the other hand, if we are not in this group
market online before making a purchase there is nothing lost. Contrary to a concept of
decision. As a result a contact with a purchase funnel, in which a number of taken
salesman falls on the 4th place. Buyers’ into account brands systematically decreased,
approach itself is important. They would in fact at the next stage grows. It is connected
like to control about 70% of a purchase with seeking information about products online,
process and decide on a moment of where consumers often can compare them with
contact with a salesmen unassisted. similar ones.

31
Customer Decision Journey
Stage 2: Adding new brands A purchase – the last stage A loyal customer can be active or passive
to customer shopping trip
Up till now, a purchase ends a purchase/sales A necessity of after-sales support and to
That is just that moment when marketers process. Most often sales and purchase encourage an anew purchase is obviously
can join in the whole process, using funnels end at the stage of purchase/sales. nothing new. However, there are different
appropriate activity. An option to add your Both sales and purchase funnels end at the approaches of loyal customers. Highlighting
own brand to an already began process stage of purchase/sales. It is a mistaken, two fundamental we can talk about active and
of making a purchase decision is opened. to put it mildly, approach. Just after making passive. Here there is another change.
Not only it is possible to include in a a purchase proceeds one of the most Customers who are passive the most often
decision making process, but also pushing important moments, an opportunity to localize remain with a brand because they do not want
competitors from it. An average number of an acquired customer. The moment at which to change a supplier or they are in a jungle of
new brands in a process depends on a a consumer becomes a customer does not possibilities so they choose an easier solution
branch, however on average it is 1.7 – 2.2. mean an end of marketer’s work, but of remaining with a brand, but without affection.
This change of consumer behavior allows challenges him again. Theoretically, a loyal customer is nevertheless
marketers to create new points of contact, prone to news from competition. Sometimes a
in the places where they can have an An after-sales experience shapes a customer proper stimulus or a reason is enough for such
impact on consumer. opinion about a product, a brand and a customer to change his or her preferences
On the other hand, brands taken into a company. More importantly, it has an huge quickly. A situation with loyal and active
account cannot treat this status as impact on purchase decisions in the future. customers seems to be a lot different. We are
assured. Many customers after buying a product seeks talking about persons who trust in our brand,
additional information online about use policy, attach to it, and recommend it to others. This
unknown features, and experiences of the group of advocates is a very important asset
other users. Probably it is obvious, how of each company since it is a source of the
important is a marketer’s influence on that most effective advertising. Therefore, marketing
what now explores actual and potentially future efforts should focus on widening that group.
customer. A point of contact and the ability
of shaping opinion unimaginable in a classical
funnel ending up at a purchase. That is why
Customer Shopping Trip is an ongoing cycle
having not much in common with a linear
process.

32
Selecting Marketing Automation System
The market of Marketing Automation systems offers a wide range of products. The first 15 years result in developing mature
tools existing virtually form the very beginning, and also those which present a quite fresh approach to the subject.
Regardless of the company size there is something for everyone.

International corporations which employ More efficient marketing Better cooperation of marketing and
highly skilled employees, with large sales departments
databases and very complex marketing Automation of time-consuming, manual tasks
processes can choose among platforms dealing with creating, managing and Using Marketing Automation makes possible
intended for them with a lot of modules personalization of contents, preparing and integration of work in both departments. So,
which allow for a precise adjustment of setting campaigns, database hygiene, nurturing the whole sales and marketing process gains
functionalities to the needs. On the other leads or communication with the sales experience and knowledge of both teams.
hand, the sector of small and middle department reduces costs of performed
enterprises, may also select from platforms operations, and increases productivity. Higher ROI and lead conversion rate
focused on an end user, which thanks
a friendly interface and a simple More high quality leads According to Abeerden Group study from
implementation can be implemented in the May 2012 companies which use marketing
company in just a few days. However, Marketing Automation on the basis of demo- automation have a 53% better conversion
regardless a company size can count on graphical data, behavioral ones (online behavior) and an annual income growth higher by 3.1%.
the following advantages. and scoring allows to generate leads more
efficiently and deliver them to the sales
department in a moment, in which they are
ready for a contact with a salesman.

Comprehensive monitoring of customer We have already known what can imple-

behavior mentation of Marketing Automation bring.
Now we introduce 4 steps which allow to
Marketing Automation systems are now make a decision whether and which system
integrated with many communication channels should be implemented
with customers. This solution allows to obtain
a holistic profile of each customer and better
understand his or her needs.
33
Selecting Marketing Automation System
Step 1: Then, what objectives you would like to Step 2:
Is Marketing Automation system achieve? Identification and contact with appropriate
needed? suppliers of Marketing Automation
If you plan to implement each new system systems
A very important question which should be in a company, we should specify objectives
asked at the very beginning. Paradoxically, which we would like to achieve thanks to it. Assuming that Marketing Automation is that
in order to get an answer for this question, In the case of Marketing Automation systems what you need on the job you are awaited by
we should first respond to the following 3. our objectives may be: the next stage, that is, to check up available
Firstly, whether our requirements exceed offer and comparison of systems. Thanks to the
capabilities of already bought solutions. increasing a quality of generated leads previous step you are already familiar with your
If a company begins to develop quickly, needs and objectives you want to achieve. On
often such a problem occurs. reducing conversion time of acquired the basis of this information, you should compile
The systems owned up till are not able to contact to a customer a list of mandatory and additional functionalities.
consolidate stored data and analytical tools Then using websites, demo accesses, and the
do not provide all needed information. It is maximization ROI indicator other materials, that what we require from
one of messages of appetite for Marketing of marketing operations available functionalities in specific tools should
Automation system. be compared. This step is insofar important that
Secondly, let us consider what functionality getting better opportunities for analytical it will allow to select a group of systems to test.
we will need. Should the sales department and holistic image of performer operations At this time, it can also be useful a comparison
have a rapid access to marketing data? and description of different tools included in this
Do we have a developed presence in social study. An additional factor which should to be
portals? Getting to know company needs taken into account is a tool price and its
would be easier to make a decision. capabilities of integration with other systems
and data sources.
Certainly, easily accessible API interface and
a ready integration kit are important assets
of each system.

34
Selecting Marketing Automation System
Step 3:
Tests of selected solutions

A list of systems that are worth testing should Deciding on a specific solutions it might be
include about 3-4 items, which suit the best worthwhile that a firm which makes available
our needs. The majority of suppliers offer a tool understands the needs of your company
a trial period which most often lasts 30 days. and is able to show functionalities which are
While working with a system you should pay crucial to you and ways to use them.
attention to several issues:
The optimal test should include activities
listed below:
ease of contact with a supplier

ease of handling interface application Create from scratch a new

1
e-mail message
time needed for implementation
Import a contact database
2
access to trainings from Excel or csv file
and additional support materials
3 Prepare a new Landing Page

On that basis, perform a simple e-Mail

4
Marketing campaign

5 Review an e-mail dispatch report.

Check out which parameters it offers

6 See a report of contact behavior

on a website

35
Selecting Marketing Automation System
Step 4:
Decision

After performing tests a situation should The last issue and by the way one of the most important,
have a clear image of situation, and one that is a price, a method of payment, and terms and
or two systems to select. Then we should conditions of contract. Here we are dealing with a quite
advice about chosen tools among their big number of different solutions. When it comes of a
users, and on relevant forums, discussion system price, in most cases it depends on a volume of
groups, and social portals. Having contact database and a number of stations.
conversations with current system users Not insignificant is either a system country of origin.
or reading available case studies we Sounding out a market please notice that solutions from
should pay attention to effects they oversees are more expensive than native European. Time
achieved thanks to implementation, for which we sign an agreement varies from annual to
whether they are satisfied and look for indefinite with one month period of notice what from
good advices for the beginning of work obvious reasons is the most flexible.
with a new tool in the firm.
Very important are also any additional fees, so you should
carefully review a price list before signing a contract.

36
 JUST VISIT

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