MARKETING AUTOMATION B2B Chapter cowritten with
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4:30 PM - 5:10 PM
Conference
The Marketing Automation Benchmark for B2B businesses CHRISTIAN NEFF
IVAN SUBILEAU
CEO and Founder
Social Business Manager
Markentive
Engie
FRANCK CHENET
Group Director Digital Transformation & Marketing Services Antalis
Alexandra LARONZE
Digital Marketing Manager Cegedim Insurance Solutions
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#digitbench1 9
AGENDA
01
02
03
04
01. INTRODUCTION 02.
03. RESULTS
04. DISCUSSION
- Context - Definition & Objectives - Key Success Factors
- Must-have features - Nice-to-have features
- BtoB Marketing
METHODOLOGY - Survey - Presentation of main market players
Automation trends - How to choose the right solution for your business?
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PRESENTATION OF MARKENTIVE
CHRISTIAN NEFF
CEO MARKENTIVE
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INTRODUCTION
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CONTEXT BtoB consumers don’t buy today as they did 10 years ago. Marketing teams have to adapt. - THEN: salespersons would contact potential clients and pitch their products and services - NOW: BtoB buyers do research on the Internet and then contact one or two targeted providers
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MARKETING AUTOMATION Definition Marketing Automation refers to two realities, two sides of the same coin: 1 Software solutions that enable marketing departments to automate recurring tasks and increase productivity. 2 Techniques to nurture leads and quickly identify the hottest leads.
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OBJECTIVES SEGMENT
PERSONALIZE
ALIGN
Dynamically segment
Send targeted, personalized
Tie sales initiatives and
contact databases
communications
objectives with marketing
(email, text msgs, etc.)
campaigns
ACCELERATE
MEASURE
Gain sales and marketing
Monitor the performance of
productivity, agility, and
marketing initiatives and
governance
optimize them continuously
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KEY SUCCESS FACTORS 01. TEAM
02. TECHNOLOGY
The right people
The right software
with the right set
solutions, connected to
of skills
each other
03. PROCESS A set of documented processes on which to build your strategy and operations
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METHODOLOGY
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THE SURVEY
51 QUESTIONS Positioning & Features
MUST-HAVE FEATURES
NICE-TO-HAVE FEATURES
Emailing
Social Media
Lead Generation
Resource Management
Segmentation
Content Management
Automation
SEO
Reporting
Scoring / Grading Customer Relationship Management Ads
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MAIN PLAYERS
Founded: 2006
Founded: 2006
Founded: 2007
Founded: 2008
Country: USA
Country: USA
Country: USA
Country: USA
Target: Startups, SMBs
Target: Large companies
Target: Startups, SMBs
Target: Startups, SMBs
CRM: HubSpot CRM
CRM: n/a
CRM: Salesforce
CRM: n/a
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RESULTS
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MUST-HAVE FEATURES
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NICE-TO-HAVE FEATURES
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DISCUSSION
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1. CENTRALIZED DATA PERSONALIZED EXPERIENCE In the future, the more centralized the data will be, the more performant the organizations will become.
1
A seamless customer experience has become a key differentiator
2
Contextualized, highly targeted, value-added content to provide the best possible experiences
3
Be relevant, people will want to talk to you
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2. INCREASED TECHNOLOGY INTEGRATION In order to achieve this data centralization, technology integration is crucial. In the future, the organizations that manage to integrate their Marketing Automation with their CRM solution and any other third-party apps they use will be ahead of the pack.
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3. BEYOND TRADITIONAL GATED CONTENT? Content is still central to any digital marketing strategy. But it does not have to be gated behind long forms. THEN: a few conversion points with long forms (Landing Pages) TOMORROW: multiple conversion points with short forms or no forms (Chatbots, Pop-up windows, CTAs) Marketers need to make it as easy as possible for leads to share data and create more opportunities to collect data, but collect fewer data at each interaction. Include non-gated content to your strategy.
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CONTACT CHRISTIAN NEFF CEO, Markentive christian.neff@markentive.com
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THANK YOU!
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