The Rise of the Marketing Technologist
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In February we heard Nathalie Morris, Founder and Managing Director share how they grew Ubiquity from start-up to a 55+ person business. She explained how the business had to pivot to stay relevant as their mainly corporate customers have become ever more sophisticated in their use of technology. Today Ubiquity are a leading contender in the highly competitive marketing automation market against big international brands like Marketo .
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The Rise of the Marketing Technologist
- 1. TECHNOLOGY MARKETING & MARKETING AUTOMATION NATHALIE MORRIS MANAGING DIRECTOR, UBIQUITY
- 2. SPECIALISTS IN MARKETING AUTOMATION AND CUSTOMER ENGAGEMENT ABOUT UBIQUITY Create highly personalised, multi-channel data driven marketing programmes that connect with your customers with the Ubiquity Engage marketing automation software.
- 3. MARKETING AUTOMATION : TAKING A GUN TO THE GUNFIGHT The 2015 Market Measures report recommended that Kiwi firms increase the pace and intensity of their marketing activity, and find ways to make the process more automated, efficient and cost-effective. Market Measures report 2015
- 4. MARKETING AUTOMATION eConsultancy survey of 400 Australian and Kiwi marketers in 2015
- 5. DEFINE MARKETING AUTOMATION What we mean by it What do you think it is? Is it just sending birthday emails? Happy anniversary Marketing Automation is the use of software to automate and streamline digital marketing efforts. SO WHAT IS MARKETING AUTOMATION ?
- 6. Less time running your campaigns = more time doing other things Once established, marketing automation programmes continue to deliver ROI with little overhead BENEFITS OF MARKETING AUTOMATION Improved effectiveness through delivering the right content to the customer at a time that’s relevant to them
- 7. 75% of companies using marketing automation see ROI within 12 months, 44% within 6 months… But marketers rate it as one of the hardest tactics to execute successfully.
- 8. THEMES The rapidly changing marketing environment Key opportunities for marketing automation: Lead nurturing Growth and retention The importance of customer experience
- 9. CHANGES IN TECHNOLOGY DRIVE CHANGES IN CONSUMER BEHAVIOUR WHICH DRIVE CHANGES IN MARKETING
- 10. THE RISE OF MOBILE EMAILS READ ON SMARTPHONES & TABLETS IN NZ 41% 26% Ubiquity statistics on NZ market
- 11. BY 2017, CMOS WILL SPEND MORE ON I.T. THAN CIOS Gartner report 2012
- 12. THE RISE OF THE MARKETING TECHNOLOGIST eConsultancy survey of 400 Australian and Kiwi marketers in 2015
- 13. OPERATING IN AN ENVIRONMENT OF RAPID CHANGE Key learnings: The importance of a robust product and services roadmap process The importance of strong planning processes Resources for strategic planning including One Page Strategic Plan: Read Scaling Up by Verne Harnish or visit www.gazelles.com
- 14. Increased use of data Increased use of channels One size fits all batch and blast No targeting or personalisation Use of data to drive relevance Targeting and personalisation Use of automation On-going optimisation processes Operationalised data analytics driving programmes of activity Use of multiple channels with cross-channel integration THE DATA-DRIVEN MARKETING MATURITY CURVE
- 15. MARKETING AUTOMATION : TAKING A GUN TO THE GUNFIGHT The 2015 Market Measures report recommended that Kiwi firms arm themselves with a greater diversity of content (data, resources and tools to help a customer in their buying process) to power their digital marketing, and broaden the range of channels used to attract prospective customers to it.
- 16. WIN | GROW | RETAIN
- 17. AUTOMATED LEAD NURTURE Repurpose content into multiple formats Promote content through all channels
- 18. RETENTION & GROWTH A MISSED OPPORTUNITY FOR MARKETING AUTOMATION? Automation has the potential to efficiently support retention and growth, freeing up time for prospect marketing.
- 19. CUSTOMER EXPERIENCE NET PROMOTER SCORE
- 20. THE IMPORTANCE OF A CONSISTENT CUSTOMER EXPERIENCE
- 21. UBIQUITY VALUES FULFILLING THE BRAND PROMISE MAKING THE COMPLEX EASY EXCELLENCE
- 22. THEMES The rapidly changing marketing environment Key opportunities for marketing automation: Lead nurturing Growth and retention The importance of customer experience
- 23. CONTACT ME NATHALIE MORRIS, MANAGING DIRECTOR, UBIQUITY Email: nathalie@ubiquity.co.nz Twitter: @UbiquityNZ LinkedIn: nz.linkedin.com/in/nathaliemorris Phone: 021 224 5333 Web: www.ubiquity.co.nz