Marketing Automation Revolution

Introduction THE PHILOSOPHY OF MARKETING AUTOMATION 9 Changing marketing 11 Enchanted by the marketing wizards 12 Excuse my French, “artist’s shit” 13 There is no remedy and there never will be 13 New marketer and the new school of marketing 14 Who is this book for and how to use it 16 Part I NEW TERMS 17 1. The meaning of Big Data revolution 19 Why Google knows best 19 More and more information 19 Correlation instead of causation 20 Everything is data 20 Algorithm will pick a TV series and a playlist for you 21 Data as corporate capital 22 2. New consumer 23 Independence 23 Prosumers and their habits 24 Mobility 25 What do marketers think about this? 27 The role of apps 28 Appification 29 The ROPO Effect and showrooming: why do customers migrate between channels? 31 The Internet of Things 33 Two seemingly contradictory trends in consumer behavior 34 Digital traces and why customers leave their data 35 Digital body language 36 Information constituting the digital body language 37 Building models: customers’ shopping journeys and buyer persona 38 The superiority of consumer behavior analysis over other ways of acquiring knowledge 39 3. New marketer 41 Inbound vs. outbound 41 Romantic and pragmatic 42 Scientific approach 43 HADI cycles, i.e. lessons from a strip club 45 Changing the concept of a campaign 46 Predictive marketing 47 Disproportion between theory and practice 49 Why can’t marketers cooperate with sellers (and why they should)? 50 4. New seller 52 Who trusts sellers? 52 Mixer and a time machine 52 Atlassian and other B2B absurdities 53 Tesla Motors – say goodbye to your car dealer 54 Adjusting to context 54 Part II MARKETING AUTOMATION AND BIG DATA REDEFINE THE MARKETING YOU KNOW 56 1. Traditional 4P 58 2. Guidance for people choosing their marketing automation platform 59 3. Lead leaking 61 4. The role of education in the shopping process 62 5. Content marketing with marketing automation 64 Ideal content marketing supported by automation 64 The symptoms of the lack of balance between the production of content and automation 65 How to connect content marketing with marketing automation? 65 6. New approach towards e-mail marketing 67 The power of e-mail marketing – a lesson from Barack Obama 67 What did Jacob Payne know? – About communication fatigue 67 This does not concern me! 68 Stop associating e-mail marketing with newsletters, or wear your customer to death 69 Personalized e-mails 70 1-to-1 messages 71 7. Loyalty programs 72 New and existing customers 72 Become the director of the Loyalty Dept. 72 What is loyalty, and can customers be loyal? 73 Customer lifetime value: think about your customer in terms of the entire relation, not in terms of separate transactions 74 RFM 75 The concept of loyalty 75 8. Mobile channel 77 Apps as a marketing tool 77 Mobile marketing automation 78 Part III PRACTICAL RECOMMENDATIONS 81 1. Creating a buyer persona 83 What is a persona? 83 The application of personas 83 Building a persona: initial remarks 84 Questions regarding building a buyer persona for B2B 85 Questions regarding building a buyer persona for B2C 85 Where to acquire information from? 86 Important rules 86 2. Contact monitoring and management via CRM 88 Collecting user data 88 Scoring 90 3. Lead acquisition 91 Contact forms that actually work 91 Your customer Pinocchio: progressive profiling vs. incorrect data in forms 93 How long should the form be? 95 Lead acquisition through gated content or bonuses 96 4. E-mail marketing 98 Hygiene of your database 98 Regular database clean ups 99 Customer segmentation 99 Autoresponders and dynamic messages 100 Welcoming messages 101 Increasing basket value 105 E-mails increasing the level of engagement 106 Birthday e-mails 107 Reactivation e-mails 108 E-mails to save abandoned shopping baskets in e-commerce 108 5. Lead nurturing 112 Before you prepare a “lead nurturing” program 112 Stages of lead nurturing 112 Multichannel campaigns 113 Themed campaigns addressed to existing customers 114 Lead recycling 117 Lead nurturing for employees 118 Benefits of lead nurturing and how to measure them 119 6. Website marketing 120 The increasing role of recommendation engines 120 7. Personalizing your WWW site 122 Examples: dynamic sets and widgets with recommended offer 123 8. Sales 125 Cold calling 125 Identifying shopping readiness 128 Alerts in marketing automation 128 The meaning of social media for sales 129 9. Retention 130 Actions addressed to loyal customers 130 Loyalty programs with the use of marketing automation 131 The use of mobile channels in loyalty programs 131 Marketing automation as a form of support for customer service 132 10. Social media 133 Pros and cons of social media in business 133 The whole Facebook is the same 134 Ground rule: no social media platform can serve as your primary communication tool 135 Setting goals: integration with marketing automation 135 Social media automation 136 Ad personalization on Facebook with the use of custom audiences and marketing automation platform 136 Engage your employees 137 11. Mobile 139 Push notifications 139 Mobile CRM and notification personalization 139 Don’t forget text messaging! 140 M-commerce 141 Online addressing – offline gap: the ROPO effect 143 12. Marketing analytics 145 KPI 145 Trends in analytical activities: the directions of development 148 A/B testing 150 13. Guidance for people choosing their marketing automation platform 153 Marketing automation myths 153 When marketing automation should be deployed? 155 How to choose a marketing automation platform? 155 How to use a marketing automation platform? 157 Marketing automation solutions for B2B 158 Marketing automation solutions for B2C and e-commerce 159 Summary 165 Bibliography 169