MARKETING AUTOMATION HOW CMOs CAN MAKE A DIFFERENCE

MARKETING AUTOMATION: HOW CMOs CAN MAKE A DIFFERENCE TO THEIR BOTTOM LINE? Webinar - December 18, 2015 at 11: 00 am – 11: 45 am IST Veer Bothra Chief Innovation Officer Netcore Solutions @veer Gaurav Paneri Product Marketing Manager Netcore Solutions @gaurav_pan eri

SPEAKERS: Veer Bothra Chief Innovation Officer Netcore Solutions @veer Gaurav Paneri Product Marketing Manager Netcore Solutions @gaurav_paneri

THINGS TO REMINDER Tweet Use below hashtags and handle to tweet during the webinar @Netcore. Solution #Netcore. Webinar #smartech #marketingautomation Questi on Please use the chat window to ask questions during the webinar Slides & Recording You will get an email with slides and recording post webinar

AGENDA • The Age of the customer • Digital Era and Personalized Marketing • What is Marketing Automation • Why you should CARE? • Building Blocks & Principals of Marketing Automation • Marketing Automation: Smartech Video • Use Cases • Key Takeways - Making difference to your bottom line! • Q/A

“In the absence of communication among your customers, advertising rules. Once your customers communicate with each other, it’s the customer experience that counts. ” - Martha Rogers, Author of Extreme Trust

THE AGE OF THE CUSTOMER • Customer is CONNECTED, MOBILE, SOCIAL and INFORMED… • Are easily TURNED OFF by MARKETING MISTAKES • LEAVE CLUES – A trail of digital footprints CUSTOMER BRAND

TRENDING CHANGES IN INDIAN CUSTOMER • Go to Croma, check price and buy online • Sharing homework (and more) on Whats. App • Using Facebook almost entirely on mobile • Paying bills online • Skipping queues for all kinds of tickets • Not relying on print or TV for the News • Watching missed TV serials on You. Tube • Rural Bihar listening to mobile radio

DIGITAL ERA LEADS TO PERSONALIZED MARKETING Hi Puja, Thank you for stopping by our website. Mass Marketing Segmented Marketing Personalised Marketing

“ “ What is Marketing Automation?

MARKETING AUTOMATION IS… … software that helps marketers to streamline digital communication, automate repetitive marketing tasks and deliver relevant and personalized customer experience. … the ability to target cross-channel communications with automated triggered workflows. It helps to…. ACQUIRE ENGAGE RETAIN MAXIMISE

“ “ Why You Should Care?

MARKETING SHOULD BE ACCOUNTABLE Marketers are measured on results Results are evaluated against other channels (including outbound) Your Company has a finite marketing budget, don’t you want to use that budget effectively?

MARKETING AUTOMATION IS STRATEGIC Better Reporting=Better Forecasts, more competitive sales and marketing. Marketing Automation is Most companies know they need automation but don’t know making breakthrough into industries that were previou how to implement. “un-automated”.

TOP REASONS FOR EVALUATING MARKETING AUTOMATION SOFTWARE Improve lead management Automated workflows Cross-channel communication No personalization through current system Campaign management Track customer behavior Get unified view of customer Analytics and reporting

START THINKING WORKFLO WS

BUILDING BLOCKS OF MARKETING AUTOMATION Personalise Predictive d & Analytics Relevant Data Capture - Behavioural, Social, Profile Engageme nt Multichannel Content Marketing Unified View of Customer

3 PRINCIPLES OF MARKETING AUTOMATION 1. Unified View Of Customer

3 PRINCIPLES OF MARKETING AUTOMATION 2. Cross-channel Automation

3 PRINCIPLES OF MARKETING AUTOMATION 3. Data-Driven Personalisation

MARKETING AUTOMATION HELPS IN THROUGH OUT CUSTOMER JOURNEY ACQUIRE ENGAGE RETAIN

“ “ Netcore Smartech

Netcore’S SMARTECH Netcore Smartech … … is a cross-channel customer activity based marketing automation platform. Do-ityourself easy to use interface WYSIWYG workflow designer – no coding required Cloudbased platform Multi-channel – Email, SMS, Voice, Push notification

“ “ USE CASES

1. LEAD Filter data into multiple segments based on reason Segment 1 NURTURING ▪ Challenge: ▪ Create nurturing programs for the leads based on the who and where they are in the buying process. Send Email Click Did not open ▪ Solution: ▪ Segmenting the leads based on standard reasons. ▪ Targeting each segment program through a cross-channel content program. ▪ Check Customer activity and retarget them through relevant channel. ▪ Can be implemented for both new leads and dropped leads. Reminder SMS Check form fill up No Yes Check click No Webhook API call Call center

2. SHOPPING CART CHECKOUT ASSISTANCE ▪ Challenge: Checkout page ▪ Reaching out to the people who are stuck at the checkout page and need assistance. Stuck for 10 mins ▪ Solution: ▪ Track customers who are stuck at the checkout page. ▪ Send them automated voice calls and ask if they need help. ▪ If yes, connect to call centre in real-time. Send IVR call for help Presses key for help Connect to call center

3. PERSONALISED RE-TARGETING Purchased a product on Po. S SMS with link ▪ Challenge: ▪ Brand only had mobile numbers of their customers. Need to collect more data points like Email ID, Address. ▪ Solution: Fills up the form Stores data ▪ Send SMS asking for more details with link. ▪ Update status to Once user clicks on the link, direct them to landing Verified page. ▪ Collect data form and store it in a DB ▪ Send verification link on the Email ID. ▪ If user clicks, set status of the email as verified. Verification Email Clicks

“ “ KEY TAKEAWAYS

KEY TAKEAWAYS • • Winning In “The Age Of The Customer” Digital Era Forces Personalised Marketing Automation is Strategic Seamless Customer Journey Only With Marketing Automation Making The Difference To Your Bottom Line Companies that nurture customers generates 50% more quality leads at 33% lower cost. By 2020, customers will manage 85% of their relationships without talking to human. 79% of top performing companies have been using Marketing automation for more than 2 years.

MAKING THE DIFFERENCE TO YOU BOTTOM LINE 77% of CMOs at top performing companies indicate that their most compelling reason for implementing automation is to increase revenue. 75% of Companies using Marketing Automation see ROI within 12 months, 44% within 6 months.

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