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Marketing Automation Layout
Marketing Automation Layout
MARKETING
AUTOMATION
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01 OVERVIEW
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Marketing Automation has gained
steady traction in the priorities of IT’S HARDLY
Marketing Decision makers. While
there are numerous facts and
SURPRISING
figures that extol the virtues and TO SEE THAT
success of marketing turnarounds
enabled through automation, this MARKETING
whitepaper brings to fore the
importance of automation done
AUTOMATION
right. HAS BECOME
Marketing Automation can lead to PIVOTAL TO
successful turnarounds if done right,
and this whitepaper aims to
THE SUCCESS
highlight how Marketing Automation OF CRM
INITIATIVES.
is subject to multiple points of
vulnerability and what needs should
be addressed when considering
automation.
HubSpot
Manticore Technology Manticore Technology
Unica
Eloqua Signal Action LeadLife initiatives.
Silverpop
HubSpot Manticore Technology HubSpot Unica
HubSpot Silverpop
is too narrow and not correct. and reach out to the right
audience with right offer at the
Email automation may be right time through the right
considered as marketing channel
automation for brands that do single
● Ability to understand
outbound channel (i.e.) email. True
customer responses and build
marketing automation is about
predictive response systems
multi-channels and silos within
to improve campaign
single channels being automated.
efficiency
The term marketing automation as
used in this whitepaper connotes ● Ability to enable the marketing
such multi-channel automation resources to focus on strategic
initiatives. issues rather than
concentrating on operational
Marketing automation complements challenges
CRM initiatives and helps mechanize
the logistics for base marketing Having embarked on marketing
campaigns. It’s hardly surprising to automation, marketers face 3 broad
see that marketing automation has phases:
become pivotal to the success of
● Identification
CRM initiatives.
● Implementation and
A recent study by Merkle reveals Configuration
that 63% of CRM initiatives fail and ● Stability and scale
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02 IDENTIFICATION
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THE RIGHT
Regardless of the vertical, marketing
goals and technologies being
considered, an extensive due
diligence and identification of the
PARTNER
automation platform is critical. BRINGS NOT
Choice of the marketing platform
should take into consideration an JUST
understanding of the marketing
A SINGLE
PLATFORM
goals to be achieved, understanding
of existing systems in house, the
type of data that is generated and
the compatibility between the
EXPERIENCE
existing system and the new BUT HAS THE
COMPETENCE
systems for a seamless integration
without any disruptions to business
continuity.
TO SPAN THE
CATEGORY
AND HAS
DEMONSTRATED
COMPETENCE
WITH
WORKAROUNDS
While organizations go above and
beyond in identifying functions and
IN THE PAST.
mapping them to the business goals,
but choices made solely on these
capabilities fail to achieve the
desired outcomes due to technology
mismatches and the expensive
downtimes that occur due to
unforeseen upgrades and
maintenance.
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03 IMPLEMENTATION
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AND CONFIGURATION
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● TECHNOLOGY
EXPERIENCE
The partner should have a strong
knowledge on tools, process,
marketing automation technologies
and project management. A partner
with hands on experience in
implementing and managing the
marketing automation for several
brands would be an indispensable
guide during implementation.
● DOMAIN KNOWLEDGE
● MARKETING KNOWLEDGE
● Analytics Experience
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A common misconception among
organizations considering or even in A MARKETING
the midst of an automation
implementation is that project AUTOMATION
success is defined by the go live or
production state timelines. While the
INITIATIVE
time to go live can be considered as SHOULD BE
an indicator of software
implementation phase success, it is CONSIDERED
not indicative of the marketing
automation platform initiative
A FAILURE IF
success. It is not enough that the THE INTENDED
tools and technologies are in place
but an ability to leverage the MARKETING
automation platform and derive
maximum value is the true hallmark
GOALS ARE
of success. NOT
A marketing automation initiative ACHIEVED.
should be considered a failure if the
intended marketing goals are not
achieved. Typically improving In our experience spanning over a
marketing velocity by x% or an ability decade we have seen that every
to execute closed loop automated automation initiative brings about a
campaigns is considered as end change. At times the change is
state. Unfortunately most of such radical and sometimes it is not so
failures are contributed by factors radical, nevertheless change is
outside actual implementation of imminent.
the marketing automation solution.
Given below are the key aspects where one witness change
● PROCESS
For example, a major Asian telco had best practices. Post Xerago
successfully implemented a campaign intervention, the client was able to
automation platform to run scale up its marketing velocity by more
multi-channel campaigns. Despite the than 2X. By re-engineering their
campaign automation platform being processes and introducing best
available, the client was not able to practices, Xerago helped the Telco
increase the velocity beyond a point. major realize the untapped potential of
This was due to non-standardized its campaign automation platform.
campaign processes and ignorance to
● CULTURE
● ROLES
● CHART / STRUCTURE
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05 CONCLUSION
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In conclusion we believe that
marketing automation is not about
buying fancy software or tools. It’s an
enterprise wide impacting revenue
maximizer which done right leads to
remarkable results. And at each
phase Identification, Implementation
and Configuration and Stability and
Scale have their own set of
challenges which needs to navigate
for organizations to truly benefit.
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06 ABOUT XERAGO
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Xerago is a Customer Value Maximization company that helps its customers
maximizes the value they derive from their customers. We help marketers leverage
investments in technology, creative and existing marketing assets. Xerago touches
over 500 Million customers every day with its marketing interventions.