The Complete Guide to Marketing Automation in Ecommerce

Total Page:16

File Type:pdf, Size:1020Kb

The Complete Guide to Marketing Automation in Ecommerce The Complete Guide to Marketing Automation in Ecommerce Ebook Table of contents I How marketing automation came II Why every ecommerce needs to be a key part of each ecommerce Marketing Automation technology stack 1. Marketing Automation Statistics 1. Profiling 2. The evolution of Marketing Automation 2. Personalization 3. Characteristics of the modern 3. Recommendations Marketing Automation platform 4. Omnichannel III What solutions Marketing IV How to get started with Marketing Automation provides to ecommerce Automation in your e-store 1. Increasing shop conversion 1. E-store integration 2. Optimizing sales processes 2. Product feed implementation 3. Boosting marketing effectiveness 3. Contact base import 4. Managing Customer Lifecycle 4. Communication channels configuration The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 2 and most of the companies that aren’t using it plan to do so in the foreseeable future (Ascend2’s). 71% Such a large use is no accident. of companies Marketing Automation, whether performed with dedicated tools or as use marketing part of the ecommerce platform has become a market standard nowadays. Producers of marketing automation automation software are continously extending the capabilities of their platforms to enable ecommerces deliver truly personalised shopping experience to their customers. The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 3 Do you know which most successful ecommerce companies are using marketing automation solutions? They all are. The following guide presents how marketing automation software responds to the needs of modern ecommerce, and describes: most important features of platforms best practices and use cases case studies useful implementation tips We hope you’ll love it. The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 4 I How Marketing Automation came to be a key part of each ecommerce technology stack The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 5 How Marketing Automation supercharges modern ecommerces 173% 223% 500% higher OR for higher CTR for higher conversion for newsletter and sales newsletter and sales personalized automatic mailings mailings campaigns compared to mass campaigns 5,45% 70% 12%-25% of customers making abandoned carts of revenues in multiple purchases at recovered compared on-line stores companies top performing to industry average generated thanks to in Marketing Automation of 1,6% SALESmanago usage compared to 20% of market average The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 6 Evolution of Marketing Automation 2000’s, USA 2010’s, EUROPE 2020’s, WORLD Solutions for B2B Solutions for B2C Verticalisation of solutions Focus on lead warm up, Focus on managing personalized, Focus on advanced analytics, managing the sales funnel and automated communication across optimization, predictions of lead sales qualification entire customer journey customer interests and actions Sales & Marketing Alignment 1-to-1 personalization of total offers Functionalities and solutions Sales Funnel Automation Dynamic Segmentation and RFM Transactional highly specialized for specific Segmentation and Automation verticals (such as beauty, Lead Management fashion, travel, finance, etc.) Lead Nurturing Handling the entire sales process without involving the sales department AI Product Recommendations Communication via email or subscription forms Advanced analytics using directly by sales reps CRM with a single customer 360 view churn predictions and Lead Scoring recommendation frames purchase probability, Automatic Alerts dynamic content Use of Big Data for progressive discount coupons segmentation based on many cross-sell and up-sell offers variables Adaptation of subsequent communication channels Seamless integration of all Live Chat communication channels Web Push Website Personalization Mobile Marketing Social Media Advertising Networks & DMP First attempts to use AI for product recommendations in ecommerce Automation The Complete Guide to Marketing 7 Contemporary Marketing Automation is one step ahead of the customer Marketing Automation in ecommerce is no longer just like a customer advisor in an offline store, whose main task is to listen and observe customers, talk to them and propose appropriate products. higher OR for newsletter and sales mailings Modern Marketing Automation predicts customers’ behaviour, knows when the customers will return to the store, and when they will leave it, indicates the shelf with the products most likely to be bought, is able to tell you how long your clients will stay with you and how much they will spend during that time. The modern Marketing Automation platform enables conducting digital marketing activities from a single place, regardless of whether it is collecting data about users, preparing intelligent AI recommendations, mass mailing sending or launching a Facebook campaign. The need to use and integrate several different tools is a thing of the past. Now you have all in one. The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 8 How does Marketing Automation work for you? The Marketing Automation platform collects This data is used by the AI engine The right message is delivered data about the customer from various to create recommendations, to the client in an omnichannel sources to build it’s 360° profile. personalize messages, and also way, using appropriate allows to run automatic scenarios communication channel. as well as mass campaigns targeted at customers meeting defined conditions. in Ecommerce Automation The Complete Guide to Marketing 9 II Why every ecommerce needs Marketing Automation The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 10 4 elements making Marketing Automation platform a reasonable choice for every ecommerce Regardless of vertical specifics, these four capabilities offered by the Marketing Automation platform will be key to Personalization conducting integrated and effective activities in every ecommerce, which in turn translate into highly Profiling Omnichannel positive outcomes, such as increase in customer retention and revenues. Recommendations The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 11 PROFILING Instead of treating all users in your database as they would have been exactly the same, identify their similarities and differences to segment them and enable further personalization. The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 12 PROFILING Customer Data - fuel for the Marketing Automation engine When visiting e-store, users enable us to collect a lot of Collect data about your customers information about their interests. There is no simpler way to and create extensive 360° prepare a tailored offer than just using this data. behavioural profiles. Collect it to know your customers needs. activities on the website The Marketing Automation platform makes it possible to identify website activities in the mobile app visitors and mobile app users, so that each next visit to the store is monitored. off-line behaviour It also enables the creation of a user 360° behavioral profile and starting products added to cart automatic communication based on it. on-line & off-line purchases conversion sources paths Marketing Automation systems ceases nowadays to be just platforms for setting emails opened up automated scenarios of communication. In fact, they are being transformed emails clicked into the Customer Data Platforms. They enable collection of unified data from banners clicked external systems (such as CRM, ERP, POS, Data Warehouse, etc.) necessary to thoroughly examine the contact database, conduct advanced personalization of live chat conversations communication processes and precise campaign targeting. personal and demographical data (CRM) lead scoring Among all different customer profiles in your database there will be many with videos watched on your website the similar characteristics. These common, repetitive features will allow you to search terms used segment your user base according to their similarities. time of activity (hours and days) The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 13 PERSONALIZATION Tailoring the offer and communication to each client individually, depending on his needs, past transactions, preferences and interests in case of delivering the most appropriate offer. 75% of consumers will be more likely to purchase from someone whose offerings are personalized according to individual preferences (Accenture). The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 14 PERSONALIZATION Personalized communication allows to reach customers more precisely Use the data: If you want to engage your customers more, use the data personal data you have and adapt your message to each user individually. (name, localization, title, etc.) Imagine that you run an ecommerce with women’s and men’s shoes and contact’s details (gender, age, loyalty then think about when there is a greater chance of conversion: when you points, etc.) will send an email to everyone at the same time, or when you will adjust transactional data a delivery time to user
Recommended publications
  • The State of Marketing Automation in 2020 CONTENTS
    whitepaper The State of Marketing Automation in 2020 CONTENTS Foreword..........................................................................................3 Executive summary ........................................................................5 Introduction .....................................................................................8 About the report authors ............................................................. 11 State of adoption of marketing automation ...............................12 Drivers and drawbacks of automation ........................................20 Managing marketing automation ................................................23 Managing B2B Marketing Automation in 2020 © Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 2 FOREWORD Much as last year, I would like to begin by thanking everyone that took part in our survey. As always your comments and recommendations continue to provide vital feedback and help us to make our annual report as useful and insightful as it can possibly be. As a marketing automation and lead generation provider, we are constantly striving to understand the ever-changing developments in the marketing automation industry. By reviewing the trends that have developed over the past 12 months, observing what has performed well and changes we believe will take off in the months and years to come, we can not only improve our platform but share with you a report that will hopefully illuminate future practices
    [Show full text]
  • The Buyer's Guide to Marketing Automation Software
    The Buyer’s Guide to Marketing Automation Software 2016 Edition #forusersbyusers Curated from End-User Reviews on: Published December 16, 2015 ©2016 TrustRadius. All rights reserved. This publication has been licensed by Marketo. Reproduction or sharing of this publication in any form without TrustRadius’ prior written permission is strictly prohibited. Page 1 of 107 ©TrustRadius Inc. 2015 Table of Contents Introduction .................................................................................................................................................................... 3 Marketing Automation Software Overview ............................................................................................................. 5 Achieving Success with Marketing Automation ..................................................................................................... 7 Historical Trends in Marketing Automation ...........................................................................................................12 Trends for 2016 ...........................................................................................................................................................16 The Best Marketing Automation Software for Small Businesses ......................................................................25 The Best Marketing Automation Software for Mid-Sized Companies ...........................................................26 The Best Marketing Automation Software for Enterprises ................................................................................27
    [Show full text]
  • Marketing Automation
    THE BUSINESS CASE FOR MARKETING AUTOMATION How to Craft a Compelling Case the Executive Team Will Approve Copyright © 2016 | Act-On Software www.Act-On.com Bottom line, you can’t realize the benefits of nurture marketing the way top performers do unless you incorporate a technology platform “that can preconfigure business rules to manage timely engagement and escalate prioritized leads to sales via integration with CRM. No amount of hired resources could manually reach out and touch prospects at just the right time with just the right message. Marketing automation forms the backbone for configuring nurture marketing campaigns across channels and managing communications based on prospect engagement. It’s also one of the only ways marketers can actually start to attribute marketing spend to closed sales. — GLEANSTER, March 2013 www.Act-On.com The Business Case for Marketing Automation | II Table of Contents 1. The Basics of Marketing Automation . 1 2. How to Make a Business Case for Marketing Automation .........................................................9 3. What the Executive Suite Needs to Know .................................. 25 4. Closing Thoughts and Resources .................................................................... 27 www.Act-On.com The Business Case for Marketing Automation | III You’re Convinced Marketing Automation Will Help Your Company Leap Forward... ...if you can convince executive management to adopt the technology. The buyer has evolved. Which means you must, too. THE SCALES HAVE SHIFTED. MARKETING AUTOMATION STRIKES Technology, digital channels, and non-stop THIS BALANCE. connectivity continue to empower today’s buyers It’s a proven method for managing and optimizing with at-the-ready information and increased choice, the entire customer experience, measuring fueling unprecedented global competition.
    [Show full text]
  • Why Use Marketing Automation Marketing Automation Technology Goes Far Beyond Traditional Email Marketing
    Why Use Marketing Automation Marketing automation technology goes far beyond traditional email marketing. Marketing automation is all about using software to automate (often repetitive) marketing activities. Tasks such as email marketing, posting on social media, and even responding to form submissions all can be handled by automation. Beyond the time and efficiency gains—marketing automation does all of this (and more) while providing a more personalized experience for your customers. At its core, marketing automation gives your brand the ability to provide a better customer experience on a granular level, at scale. With the power to customize the experience across every one of your marketing channels, now you can deliver the right message to the right customers at the right time. To nurture conversions, build trust, and extend the lifetime value of your customer base, you need an “always-on” solution that can take every touchpoint of the customer journey into account. Marketing automation is that solution. AUTOMATING LEAD MANAGEMENT Managing your leads and contacts effectively is one of the best things you can do when it comes to improving your overall ROI. Customers want a custom experience from every brand they interact with. To provide them the value they want, your CRM is where everything begins. Beyond this, keeping your CRM up to date and enriched with the most recent client profile data is the first strategic step in marketing automation success. Robust Lead Profiles Your lead and contact profiles become robust data centers where every customer interaction can be tracked, noted, and leveraged to provide deeper programmatic (and more valuable) brand interactions.
    [Show full text]
  • Increase the Lifetime Value of Every Customer. Customer Lifecycle Management from Pitney Bowes
    Customer Engagement Customer Lifecycle Management Making every interaction relevant and engaging Increase the lifetime value of every customer. Customer Lifecycle Management from Pitney Bowes. Customer experience Create profitable experiences. Build on your existing framework. A different employee supports You don’t need to “rip and replace”. leaders outperform the every interaction. Each department Our Customer Lifecycle Management market, generating a has its own process. The same data solution offers a well-planned, is captured on several platforms. incremental approach that integrates return that’s 26 points Sound familiar? It’s no wonder that with your current systems and higher than the 40 percent of organisations cite platforms. In weeks, you can deliver complexity as the greatest barrier to more personalised interactions 1 S&P 500. improving the customer experience.2 across every channel. You already have systems that track • Access, enhance and integrate transactions. We’ll help you use that customer data across departments information to create meaningful • Identify each customer’s interests engagements. Experiences that offer so you can target effectively customers real value. Interactions • Automate decisions on a that grow relationships, boost customer-by-customer basis acquisition and maximise cross- • Personalise content across inbound sell. That’s what customer lifecycle and outbound engagements management is all about. • Determine which specific engagements will drive desired results • Increase productivity with real-time marketing automation 1Watermark Consulting, The 2014 Customer Experience ROI Study • Reach each individual with a message that’s precise, actionable 2eConsultancy. Multichannel Customer Experience Report. and relevant 2 Deliver value at every stage of the customer journey. Turn prospects into Increase satisfaction with profitable customers.
    [Show full text]
  • Marketing Automation & Your CRM: the Dynamic
    Marketing Automation & Your CRM: The Dynamic Duo Bridge the gap between marketing and sales by creating a single source of truth for your organization. INTRODUCTION intro Align marketing and sales with marketing automation. In 2012, SiriusDecisions predicted that the adoption of the implementation process so that you can better marketing automation would increase 50% by 2015 — understand what it takes to get a fully-integrated it’s now 2015, and the marketing automation industry system up and running. continues to grow at a rapid pace. Why? Because more and more B2B marketers are realizing the benefits of Read on to learn how you can align your two teams, creating a complete marketing and sales ecosystem using gain greater insight into your campaign performance, marketing automation and their CRM. jumpstart lead generation, and positively impact your ROI — all by pairing marketing automation and your In today’s B2B organizations, marketing and sales CRM together to create the ultimate dynamic duo. alignment is critical to success, but these two teams will only work well together when they’re pursuing the same goals and have access to the same actionable information. 79% of top-performing Marketing automation is designed to bridge the gap between marketing and sales by working with your CRM to companies have been using create a single source of truth for your organization. marketing automation for This e-book will walk you through the basics of marketing more than 2 years. -Gleanster automation and the benefits of building a marketing and sales ecosystem. You’ll also get a brief rundown of 2 / Pardot one Marketing automation: What’s all the fuss about? Perhaps you’ve seen the phrase “marketing A marketing automation system typically offers: automation” floating around on the marketing blogs you read.
    [Show full text]
  • B2B Marketing Benchmark Report
    $447 BENCHMARK REPORT 2012 B2B Marketing Research and insights on attracting and converting the modern B2B buyer sponsored by MarketingSherpa 2012 B2B Marketing Benchmark Report 2012 B2B Marketing Benchmark Report Research and insights on attracting and converting the modern B2B buyer Author Jen Doyle, Senior Research Manager Contributors Sergio Balegno, Director of Research David Kirkpatrick, Reporter Production Editor Brad Bortone, Senior Copy Editor Selena Blue, Junior Copy Editor 2012 B2B Marketing Benchmark Report US $447 / ISBN: 978-1-936390-21-2 Copyright © 2011 by MarketingSherpa LLC All rights reserved. No part of this report may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, faxing, emailing, posting online or by any information storage and retrieval system, without written permission from the publisher. To purchase additional copies of this report, please visit http://www.sherpastore.com Bulk discounts are available for multiple copies. Please contact: Customer Service MarketingSherpa LLC +1-877-895-1717 (outside US, call +401-247-7655) [email protected] i © Copyright 2000–2011 MarketingSherpa LLC, a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact [email protected]. MarketingSherpa 2012 B2B Marketing Benchmark Report TABLE OF CONTENTS Table of Contents .................................................................................................................... ii Executive Summary ...............................................................................................................
    [Show full text]
  • Marketing Automation.Pdf
    Chapter 15 Marketing automation Chapter objectives By the end of this chapter you will understand: 1. what is meant by marketing automation (MA) 2. the benefi ts that MA can deliver to organizations 3. the functionality available within MA software. Introduction This is the second of three chapters that look at CRM technologies. This chapter is about technologies used by marketers. The preceding chapter reviewed sales-force automation and the next examines service automation. The chapter starts with a defi nition of marketing automation (MA) and then describes some of the functionality that is available in MA software. What is marketing automation? Marketing practices have historically been very ad hoc. Some of the major companies, particularly fast-moving consumer goods companies such as Unilever and Procter and Gamble, have bucked the trend and developed marketing processes which brand managers and market managers are obliged to follow. However, they are the exception. In general, marketers have not been structured in the way that they plan, implement, evaluate and control their marketing strategies and tactics. Marketing automation has brought increased rigour to marketing processes. The term marketing automation (MA) can be defi ned as follows: Marketing automation is the application of computerized technologies to support marketers and marketing management in the achievement of their work-related objectives. A very wide range of marketing positions can make use of MA including marketing managers, campaign managers, market analysts, market managers, promotions managers, database marketers and direct marketing managers. Hardware and software are the key technological elements of MA. Hardware includes desktop, laptop and handheld devices.
    [Show full text]
  • THE World's Most Powerful Marketing Automation
    TECHNOLOGYTEchnology sErviCEs THE WOrLD’s MOsT POWErFUL MArKETiNG AUTOMATiON PLATFOrM is AT YOUr FiNGErTiPs But are you really getting the ROA you expect? Driving return on Automation (rOA) How confident are you that you’re getting the most from your marketing investment in automation? Are your marketing systems talking to each other? Do you have the right people and processes in place? And are you delivering the quick wins expected? MarketOne has exactly what it takes to help marketing teams deliver return on automation. ■ Expertise – as a Premier Certified Eloqua Partner, we’ve delivered both Basic and Advanced SmartStarts on Eloqua 9 and 10 and we’re one of the few partners with full API certification ■ Flexibility – offering marketing automation consulting, technical development and campaign management, we can act as an extension of your team or provide you with a fully managed service ■ Global reach – with one of the largest dedicated Eloqua teams, we can support you across the globe Boston Consulting services BArbados With over 100 Eloqua implementations and integrations delivered, MarketOne has a wealth of knowledge LOndon that can be applied to your business. This often begins with getting the right team structures in place and internal resources aligned to get more from the platform. Just as importantly, we ensure you have the BAnGALOrE reporting in place to measure and then maximize the revenue attributable to marketing. We advise on initial data capture and ongoing optimization, including the implementation of opt-ins, progressive profiling, SIngaporE and preference management. We consult on the creation of lead scoring programs and the routing of TOkyO leads to your telemarketing providers, direct sales team and channel partners.
    [Show full text]
  • Key Steps in Successful Lead Management
    Key Steps in Successful Lead Management Elements of Manufacturing Demand SOLUTION BRIEF Table of Contents Introduction 3 Step 1 4 Marketing and Sales Alignment Step 2 6 Establishing Your Demand Funnel Step 3 8 Data Segmentation and Buyer Personas Step 4 11 Content Strategy Step 5 13 Lead Scoring Step 6 15 Lead Nurturing Step 7 17 Reporting—Metrics Matter What’s Next? 19 KEY STEPS IN SUCCESSFUL LEAD MANAGEMENT 2 SOLUTION BRIEF INTRODUCTION Traditionally, the mind of the marketer has been on demand generation: filling the funnel for the sales force. Today, while that’s still a key first step toward customer acquisition, Marketing’s role now extends far beyond the top of the funnel: to establishing the “sales and marketing factory.” Today’s savvy marketers are taking automation principles from the industrial age and adapting them to the information age. By leveraging marketing automation systems, customer relationship management, analytics, and most importantly, by applying factory thinking, we are now seeing progressive companies Manufacturing Demand™—and thus revenue. Think of your sales and marketing function as one integrated factory, where raw demand that’s generated at the top of the funnel from inbound and outbound marketing moves along an efficient production line through defined stages where different functions are performed to maximize conversions. This new “factory thinking” isn’t meant to imply that there’s no art or creativity to marketing anymore! In fact, just the opposite. Looking at demand generation in this way, and using the power of automation to its fullest, actually frees the marketing team to be more creative, strategic, and innovative.
    [Show full text]
  • Successfully Integrating Marketing Automation And
    E-book Successfully integrating marketing automation and CRM team to efficiently manage its pipelines.1 It only makes sense to integrate these Introduction: the systems — after all, marketing and sales both interact with potential leads and rely on the same data to improve their efforts.2 Yet integrating your platforms importance of integration requires careful consideration. Marketing automation and CRM software are two very robust technologies. Today’s marketing and sales teams are lucky. It used to be that the tools these If you don’t approach integration strategically, things can get messy quickly. teams needed were prohibitively costly and required cumbersome, long-term For instance, does all data need to be shared and synced between platforms, contract negotiation way up the chain of command. Now, these teams have or just some data? What if pieces of data don’t match in the two platforms? access to platforms that make their lives easier while helping their organization Which system should be seen as your organization’s source of truth? land more deals. These platforms help companies get out of the business of In this guide, we’ll tackle these questions so your sales and marketing teams data center management, cloud integration, and security and compliance, and can get the most out of your organization’s integration efforts. allow businesses to focus on the things they do that delight their customers. 1 https://www.cio.com/article/3243324/customer-relationship-management/crm-vs-marketing-automation-whats-the Most marketing and sales tools fall into one of two main categories: marketing difference-and-which-do-you-need.html automation systems and customer relationship management (CRM) systems.
    [Show full text]
  • Customer Lifetime Value: a Better Compass to Guide Your Marketing Automation
    Customer Lifetime Value: A Better Compass to Guide Your Marketing Automation The most powerful marketing aligns machines, metrics and minds. By Laura Beaudin, Brian Dennehy and John Grudnowski Laura Beaudin is a partner in Bain & Company’s Customer Strategy & Marketing practice and leads Bain’s global marketing excellence work. Brian Dennehy is an expert vice president in the Customer Strategy & Marketing practice. John Grudnowski is the founder and CEO of digital agency FRWD. Beaudin and Dennehy are based in San Francisco, and Grudnowski is based in Minneapolis. The authors thank colleagues John Campbell, Francine Gierak, Wendy Grad, Anjali Joy and Jared Sisk for their help in developing this brief. Copyright © 2017 Bain & Company, Inc. All rights reserved. Customer Lifetime Value: A Better Compass to Guide Your Marketing Automation With marketing technologies growing ever more pow- • 1.9 times more likely to scrutinize customer lifetime erful, many companies are deploying the latest tools value in addition to more traditional last-touch met- to personalize marketing or make ad spending more rics such as ROI, customer acquisition cost and efficient. There’s no question that new digital technolo- click-through rate (see Figure 1). gies allow marketers to approach customers with surgical precision, unlike the blunter instruments of just five Shifting to a customer focus leads to better economics. years ago. But the rush to invest in new technologies That financial benefit flows largely from creating more designed to boost the return on investment (ROI) of a promoters among the customer base—people who single purchase or channel often misses the founda- spend more with the company, stay longer and generate tional goal of knowing who your target customers are, more referrals.
    [Show full text]