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Rethink Marketing [Automation]: Build Brand Equity,
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RETHINK MARKETING
[AUTOMATION]: 

Build Brand Equity, Drive Demand, & Expand Customer Relationships

Since the inception of digital marketing, the pendulum has swung from a Don Draper-style
mono-focus on branding and creative to a concentration on data-driven, demand generation.

Act-On recently conducted a survey to see where the pendulum rests today, whether marketing is now really all demand generation. Take a look at the numbers and learn some new use cases for marketing automation!

SHARE THIS EXPERIENCE

RETHINK MARKETING [AUTOMATION]: 

Build Brand Equity, Drive Demand, & Expand Customer Relationships

Since the inception of digital marketing, the pendulum has swung from a Don Draper-style
mono-focus on branding and creative to a concentration on data-driven, demand generation.

Act-On recently conducted a survey to see where the pendulum rests today, whether marketing is now really all demand generation. Take a look at the numbers and learn some new use cases for marketing automation!

BRAND, DEMAND, EXPAND: DEFINED

Create profitable relationships with potential customers by delivering the value and information they want at every touchpoint through the buyer’s journey. Attract your future customers, capture hot leads, nurture the relationship, convert prospects into customers, and then expand relationships. Each marketing function has a different role to play...

Brand Marketing

Brand marketing tasks and responsibilities can include public, press, analyst, shareholder, and influencer relations; CorpComms; social media; advertising; events and sponsorships; and content marketing.

Demand Generation

Demand tasks and responsibilities can include marketing activities such as lead generation and nurturing, lead scoring, sales alignment, content marketing, and field marketing.

 

Customer Marketing

Strategies and tactics at this stage might include customer satisfaction, retention and  loyalty programs, upsell and cross-sell, community-building, and advocacy – all aimed to increase customer lifetime value.
 

80%

of marketing teams report dedicating at least half their staff time to functions other than demand generation.

Most organizations are neglecting at least one of the three major marketing functions. 

69%

of respondents have at least one area with staff coverage level in the "10% or less" category.

ALIGNMENT

Our research shows that marketing leaders who are meeting or exceeding their revenue goals understand that the three functions of marketing need to work symbiotically, and are investing their departmental time and resources evenly across the three disciplines. 

Despite recent media hype, the role of the CMO is not to be the demand gen-centric leader, but instead to be the marketing “general manager” and to facilitate success across all three functions of the marketing department - branding, demand generation, customer marketing. 

Top performers
(those who are achieving or over-achieving their revenue goals)

are 52% more likely

to have a significant portion of
staff coverage across
all three major areas; brand, demand generation,
and customer marketing.

Top performers
are

23% more likely

to have a significant portion of
budget allocated to each of the three major marketing functions than those who did not meet their revenue goals.

TEST YOUR INSTINCTS

Whoops!

Actually a whopping, 92% of marketers say that brand marketing, demand generation, and customer marketing functions are either

"somewhat" or "totally"

aligned.

Our research shows that marketing leaders who are meeting or exceeding their revenue goals understand that the three functions of marketing need to work symbiotically, and are investing their departmental time and resources evenly across the three disciplines. A balanced & cohesive strategy is a winning strategy.

You got it!

A whopping 92% of marketers say that brand marketing, demand generation, and customer marketing functions are either

"somewhat" or "totally"

aligned.

Our research shows that marketing leaders who are meeting or exceeding their revenue goals understand that the three functions of marketing need to work symbiotically, and are investing their departmental time and resources evenly across the three disciplines. A balanced & cohesive strategy is a winning strategy.

KEY PERFORMANCE INDICATORS

Marketing leaders are increasingly interested in seeing demand gen-style results from branding and customer marketing efforts. With more emphasis on tracking, analytics, and reporting, marketers are more focused than ever on tying all marketing efforts back to revenue and ROI. It only makes sense that marketers should point their existing marketing technology towards tracking all functions of marketing. 

Top Four Key Performance Indicators Shared Across
 Brand Marketing, Demand Generation, and
Customer Marketing.

Revenue
Generated

Return on
Investment (ROI)

Website
Traffic

Leads
Generated

Marketing Leaders Want to See Direct ROI from
All Three Functions

57% of marketing leaders
use “revenue generated”
and 47% use “ROI”
as a KPI for
 brand marketing

61% of marketing leaders
use “revenue generated”
and 53% use “ROI”
as a KPI for
demand generation

57% of marketing leaders
 use “revenue generated”
and 53% use “ROI”
as a KPI for
customer marketing
 

Despite difficulty measuring some disciplines, marketing leaders want to see the number of leads and the revenue generated, and ultimately want to see ROI no matter where they’re spending their money and staff resources.

This includes areas that might surprise us, like brand marketing or customer marketing.

BRAND MARKETING

Branding relies on strategically communicating your brand’s voice and positioning. It’s the promise you make to customers, and it needs to infuse every stage in your company’s growth and your customer’s lifecycle. Marketing automation helps you get your messaging out, and keep tabs on how the market, press, and analysts engage with your brand.

What performance indicators do you use to measure the success of brand marketing?

72%

of total marketing budget is dedicated to brand marketing, according to our respondents.

TEST YOUR INSTINCTS

Incorrect!

In fact, 

69%

of marketing teams dedicate their staff time on brand marketing. 

The same tactics used for demand gen (e.g., trigger messaging, segmentation, scoring, nurturing) can also be applied to other marketing disciplines, including brand marketing. And the same technology – marketing automation – makes your strategic execution consistent, repeatable, scalable, and measurable, while ensuring a consistent customer experience. 

Correct!

According to our respondents,

69%

of marketing teams dedicate their staff time on brand marketing. 

The same tactics used for demand gen (e.g., trigger messaging, segmentation, scoring, nurturing) can also be applied to other marketing disciplines, including brand marketing. And the same technology – marketing automation – makes your strategic execution consistent, repeatable, scalable, and measurable, while ensuring a consistent customer experience. 

Sample Tactics for Using Marketing Automation
to Achieve Your Branding Objectives:

Influencer
Relations
 

  • Score press, analysts, and bloggers so you can see who your most engaged and interested influencers are.
  • Be aware of the pages they visit on your site, what they’re interested in, and the emails (pitches, press releases, events) they are engaging with.
  • Use this intelligence to prioritize who you pitch and what your talk track is.

Press Release Attribution
& CorpComm

  • Create trackable URLs for press releases to tie PR activity back the to lead-to-revenue process.
  • Look at multi-touch attribution and how press releases contribute to the sale. 
  • Create and execute internal newsletters, emails, etc. & track employee engagement.
  • Identify and nurture prospective employees.

Brand Identity
Management
 

  • Your brand should be consistent across all teams and all channels.
  • Marketing automation helps your corporate marketing team control the visuals, including brand look and feel, logo usage, and header/footers.
  • Create approved templates, then distribute them in your media library for other marketing and sales departments to use.

Event
Management
 

  • Make the most of events.
  • Know who to invite, and manage all communications, before and after, with more precision and less effort.
  • Create an automated workflow (save the date, official invite, seats are limited, registration responder and reminders) to make it easy, then re-use and refine the workflow for the next event.

CUSTOMER (EXPAND) MARKETING

Expand marketing includes customer onboarding, retention, loyalty and advocacy programs, and upselling. It can help you reduce churn, improve customer satisfaction scores, and increase customer lifetime value. 

What performance indicators do you use to measure the success of customer marketing?

41%

of marketing teams responded that they invest "less than 10%" of budget in customer marketing.

TEST YOUR INSTINCTS

Incorrect!

In fact, marketers are spending 

less than 10%

of their time on customer marketing. 

Expand marketing is usually less expensive to keep an existing customer than to get a new one, so automating these processes can reduce costs and increase net profit even more. 

Gartner Group says that a staggering 80% of your company’s future revenue will come from just 20% of your existing customers. Numbers like that are difficult to ignore. We think it’s a great indication that marketers need to be investing in that later stage of the lifecycle and continue to nurture that fruitful relationship. ​

Correct!

Marketers are spending 

less than 10%

of their time on customer marketing. 

Expand marketing is usually less expensive to keep an existing customer than to get a new one, so automating these processes can reduce costs and increase net profit even more.

Gartner Group says that a staggering 80% of your company’s future revenue will come from just 20% of your existing customers. Numbers like that are difficult to ignore. We think it’s a great indication that marketers need to be investing in that later stage of the lifecycle and continue to nurture that fruitful relationship. ​

Sample Tactics for Using Marketing Automation
to Achieve Your Customer Marketing Objectives:

New Customer 
Onboarding & Education

  • Refine your onboarding to the most effective process, and automate it with 30-, 60-, and 90-day on-boarding drip programs.
  • Help customers expand their use of your product.
  • Use newsletters and new feature announcements to keep your customers in the loop, and let them know their satisfaction matters.

Customer Retention:
Usage & Surveys
 

  • Use webinars to introduce new features or new ways of using existing ones; help your customers become power users.
  • Automate all the communications around these online events.
  • Measure product consumption and trigger communication based on feature/non-feature use.
  • Deploy surveys and invite your customers to analyze the results.
     

Upsell &
Cross-Sell
 

  • Leverage marketing automation, CRM, and ERP data to understand when a buyer is ready for an upsell.
  • Look at pages visited, datasheets downloaded, and contract renewal information and payment history, and tie it to engagement data to understand when to reach out on an upsell or cross-sell.
     

Advocacy &
Loyalty
 

  • Apply a score to  customer behavior and engagement to understand who your advocates and most loyal customers are.
  • Apply a score for webinar attendance, event registration, emails opened, references given, user groups attended, etc.
  • The higher the lead score, the more likely that customer will be a brand advocate.

DEMAND GENERATION MARKETING

Most marketers are already paying attention to all three aspects of marketing: Brand, Demand, and Expand; they just may not be using their marketing automation technology to support branding and expansion as much as they could. Targeting and personalization, especially in the service of lead nurturing, are very effective. And thanks to new digital technologies, account-based marketing is becoming an option for
mid-market companies. 

What performance indicators do you use to measure the success of demand generation marketing?

41%

of total marketing budget is dedicated to demand generation, according to the marketers we surveyed.

TEST YOUR INSTINCTS

Oops!

Despite all the hype,

37%

of marketers are still spending "less than 10%" of their time on demand generation.

You're right!

Despite all the hype,

37%

of marketers are still spending "less than 10%" of their time on demand generation.​​

Sample Tactics for Using Marketing Automation
to Achieve Your Demand Generation Objectives:

Attract Potential
Customers
 

  • Improve your organic search ranking by running SEO audits on your web pages and landing pages.
  • Schedule social promotions of your pages, content, and forms.
  • Run AdWords programs targeted at look-alike traffic.  
  • Add website visitor alerts so your sales team knows when a prospect, is on your site … even on a particular page.

Convert website
visitors to sales leads
 

  • Use lead capture forms to turn website traffic into actionable leads for your sales teams.
  • Test landing page copy, headlines and calls to action to discover what works the best.
  • Integrate a CRM, so that as soon as leads qualify or take some action that indicates sales-readiness, they flow to your sales team for follow up.
     

Prioritize and Nurture
Leads
 

  • Implement a lead scoring program that ranks prospects based on their engagement with your brand, & on profile characteristics.
  • The sales teams can follow up with the hottest leads first, leaving lowering scoring leads to marketing to nurture with automated email programs.
  • Educate and nurture leads with relevant content and resources.

Enable Better
Conversations
 

  • Integrate your marketing automation into your CRM, if you use one.
  • Sales can then see a detailed history of each contact, including their website activity, email clicks, media downloads, video views, and more.
  • With this insight, sales can understand the pain points and interests of each prospect, and have the most relevant conversation.

Marketing automation can help tie shared goals and measurements of success together - integrating this vision throughout the entire customer lifecycle. Harness and activate the power of data-driven strategy with marketing automation  to drive leads, build your brand and deliver a customer experience that sets you above the competition.

About the Survey Audience

Audience Qualifiers:

Geography: United States
Working Status: Full Time
Department: Marketing/Advertising
Job Level: C-level, Director Level, Senior Management
B2B respondents: 54%
B2C Respondents: 46%

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ABOUT OUR COMPANY

Act-On is a marketing automation company delivering innovation that empowers marketers to do the best work of their careers. Act-On is the only integrated workspace to address the needs of the customer experience, from brand awareness and demand generation, to customer loyalty. With Act-On, marketers can drive better business outcomes. 
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