2013 Marketing Automation Trends

2013 Marketing Automation Trends
Marketing executives at major financial instiutions

weigh in on evolving technologies and strategies
2013 NetFinance
Marketing Automation Trends
Technological advances are completely reinventing the ways people bank. Prospects and customers
alike research your products when ever they choose, across a wide range of mediums, and access
offers with the click of a mouse. Customers connect with their banks online anytime, anywhere,
leaving digital footprints and behavioral clues that offer a wealth of information. Banking industry
professionals are struggling to stay abreast of this flood of data at their fingertips.
There are enormous opportunities for companies looking to capitalize on this development. In
tandem with the actions customers take online, parallel technologies are emerging that enable
financial institutions to capture and harness the big data that results from those actions, to achieve
business objectives ranging from lead generation to customer retention.
According to a 2012 Oracle survey of more than 300 US and Canadian C-level executives: 93% of
respondents believe theyre losing revenue because they arent able to access or act on information
already available to them. One of the biggest challenges will continue to be turning this unstructured
data into structured, measurable data.
Achieving this goal requires skill sets not found in a typical marketing department and great effort.
Increasingly, financial companies are filling the gap with tools such as marketing automation, which
allows businesses to analyze data, leverage it, and gain actionable insight on website visitors. It
allows the capture of more response data, enables lead scoring, creates individual activity histories
for unique prospects, fuels behavioral segmentation, allows pin-point timing for triggered messages,
and saves time by automating much of each process.
For the financial industry, the biggest difficulty lies in finding the transparency, resources, and time to
create and execute personalized customer acquisition and retention strategies. Given that marketing
automation tools can scale process down to a granular level to engage individuals and scale up to
manage large populations and aggregate data its no surprise that industry experts foresee major
growth in adoption in the years ahead.
NetFinance, the Digital Marketing Conference for Financial Marketing Executives, has compiled its
2013 Trends Report to further evaluate current needs, risks, and opportunities for institutions and
professionals in the marketing automation realm. This report compiles the responses of 100
participants from the 2013 NetFinance conference held in April of 2013. Professionals from
companies including Bank Of America, AllState, Wells Fargo, Moven, BlackRock and more
contributed to the surveys results.
Table of Contents
Introduction ....................................................................................................................2
Research Findings ....................................................................................................3-18
About NetFinance ........................................................................................................19
About WBR/WBR Digital ..............................................................................................20
About Act-On ..............................................................................................................21
When you see this symbol; it signifies a key finding

to pay attention to.
2013 NetFinance Marketing Automation Trends
Q1
How important is the 360-degree view
of the customer?
64%
of those surveyed consider
the 360-degree view of the
customer very important, but
find it difficult to get the
accurate results and
behavioral data.
64% Very important, but we are having a hard time getting results and reconciling behavioral data
22% Very important and we can consolidate and report with confidence on the results of our
programs
13% Somewhat important and we are dedicating budget and resources this year towards
improving our view
1%
Not important, we let the customer choose their channel and we rely on that channel to
communicate efficiently with them
My answer isn't just one of these, but a combination of

several. [The 360-degree view of the customer] is somewhat
important, but I would have a very hard time getting data. I am
not surprised that the majority chose [the first option]. It seems
this view is hard for everyone, just due to the nature of bank
core systems and segments.
Kristy Brandon, Vice President, eBanking Channel at Comerica
Q2
What are your biggest marketing
challenges? (Check all that apply)
60
55%
50
Attendee Response (%)
45%
40
37%
44%
38%
30
More than half

of respondents find that their
biggest marketing challenge is
having the resources needed
available in order to build more
sophisticated campaigns, like
triggered campaigns and nurturing
campaigns based on segment.
20
10
0
Biggest marketing challenges
55%
Resources needed to build more sophisticated campaigns like triggered and nurturing
based on segment
45%
Not enough time too many things to prioritize
44%
Technology and solutions are disparate and difficult to juggle they create manual processes
38%
Lack of budget to launch more programs
37%
Ability to quantify campaign results
As is true in many industries, the ability to acquire the data that will lead to your
potential buyer can often be fragmented and complicated. The findings suggest that
the lack of resources indicates a need for more productive tools. To manage the
complexity of data and streamline the results, programs like marketing automation have
been implemented as key time-saving features, that would manage and coordinate
multiple-point tools such as (but not limited to): marketing campaigns, channel
management, reporting, analytics, email and webinar management applications, and/or the
need to integrate such tools with contact management and CRM platforms and programs.
The ability to quantify is an overarching issue for the industry, proved later in the report
when examining data segmentation (Q10) and tool management (Q13).
Q3
Types of solutions and partners currently using
What types of solutions and partners are

you currently using?
62%
CRM
59%
Marketing Database
58%
ESP (Email Service Provider)
50%
Sales/ Transactional Database
45%
Digital Marketing Agency
44%
Free Google Analytics
38%
Paid Analytics (not Google)
36%
Marketing Automation
23%
Email Software
21%
Webinar
10
20
30
40
50
60
70
62%
CRM
44%
Free Google Analytics
59%
Marketing Database
38%
Paid Analytics (not Google)
58%
ESP (Email Service Provider)
36%
Marketing Automation
50%
Sales/ Transactional Database
23%
Email Software Solution Installed

In-House
45%
Digital Marketing Agency

21%
Webinar
62%
of those surveyed
named CRM as the top solution they are using. A close second; 59%
of respondents reported using marketing databases, followed by
58% who used email service providers, and 50% who are integrating
sales/transactional databases into their marketing campaigns.
The findings suggest that financial institutions today are

serious about customer response and lead management,
and finding the right person to manage that lead tunnel is
a top concern. By sifting through the responses on the top
tools and solutions currently implemented at firms, our results
indicate that there is an opportunity for better segmentation.
As the survey suggests, there is a need for better tools that
could not only automate processes, but could also improve
the cohesiveness between departments by repairing the
operational rift between sales and marketing teams. Stronger
collaboration and transparency with regards to data collection
between departments could help move the needle toward
better conversion rates of qualified leads. Solutions are
evolving to provide deeper segmentation with help from
behavioral response data from outbound programs, tied to
inbound areas of interest.
Q4
If you could consolidate [marketing]
vendors and get the same or better
marketing execution and improve ROI
would you?
73%
NO
YES
said that they would

consolidate vendors if they
could get the same or
better marketing execution
and improve ROI.
73%
Yes
27%
No
The majority of respondents said they would consolidate vendors if they could get the same
ROI. However, a few respondents still find value in keeping functions separate. Their responses
suggest that they are skeptical that this is possible. Those who opted not to consolidate
vendors cited concerns that:
Too many business units and systems to consolidate.

I don't believe it would be the same
ROI or better.
Variety from multiple vendors
However, this directly contradicts a recent article in CMO magazine which said
78% of Fortune 1000 CMOs say the #1 challenge marketers face is

technology eats too many resources.
- CMO Magazine
Kristy Brandon, Vice President, eBanking Channel, Comercia, said, It is

almost always better to consolidate to become more efficient unless there
is a differentiating factor that would outweigh such a decision. Responses
show that most people agree.
Kristy Brandon, Vice President, eBanking Channel, Comerica
Q5
What role does IT play with marketing
databases and technology solutions that
are implemented?
52%
said that ongoing support is
needed to enable error-free
reference data workflow
across their companies.
52% Ongoing support
28% Consultative only
20% Decision making
Our findings suggest that our survey population calls for ongoing technical
support. Marketing automation software can often negate the need for custom
integration, and frees up time for the IT department to focus on more crucial
matters like making sure companies' website performance is stable and can
handle high volumes of inbound traffic. For our respondents, ongoing support is
important, but the decision making capabilities for these databases do not lie with
IT. In other words, marketers recognize the need for technical support, but they still
hold the decision making power and control their marketing campaigns.
In question four of this study, 73% of firms reported that they would consolidate
vendors if they could get the same or better marketing execution and improve
their ROI. Marketing automation software can allow that possibility to become a
reality; by eliminating the need for multiple vendors and streamlining the
marketing and lead management processes.
Q6
Which functional groups manage your
B2C and/or B2B marketing programs?
Only 10%
of companies surveyed
manage their B2C and/or
B2B marketing programs
remotely, through field or
division departments; in
other words, at the
branch level.
48% Departmental or
Channel
42% Corporate
10% Field or Division
Branch Level
Our findings suggest that those surveyed did not have a one-size-fits-all
option in regards to B2B and B2C marketing management at their firms.
They also suggest that very few financial institutions are handling marketing at
the branch level. This points to the need for a common denominator, particularly
for firms that are dealing with both B2B and B2C marketing efforts, and
sometimes within the same department.
More automated solutions can lead to better efficiency for marketers trying to
consolidate their departments efforts. Unlike vendors who tailor their software
to customer-centric or B2B marketers, implementing a data management tool
could provide companies the capability to manage both through one program.
Automation tools provide lead management, but also the ability to manage
content marketing, automated campaign design and management, and
personalized messaging, all of which can benefit both B2C and B2B efforts.
Q7
Are you currently implementing nurturing
campaigns that provide information about
your products to potential leads and
existing customers?
Almost
NO
but it's on the

plan for this year
YES
50%
of those surveyed
are currently
implementing.
NO
it's not a priority
47% Yes
27% No - it's not a priority
26% No - but it's on the plan for this year
Lead nurturing campaigns are making inroads at many financial

companies, with 47% currently using lead nurturing programs in some form
and another 26% evaluating platforms to adopt. Advances in technology are
simplifying the process for businesses to create mechanisms to nurture their
prospects and current customers.
10
Q8
Are your customers heavily researching
your product before they buy?
YES
NO
MAYBE
89%
said that their
customers are, or
might be, heavily
researching their
product before
they buy.
52% Yes, customers heavily researching product before they buy

37% Maybe, customers heavily researching product before they buy but not sure
11% No, customers not heavily researching product before they buy
52% surveyed said that their customers are heavily researching their products
before they buy. This data points to the need for companies to implement a
strategic triggered marketing campaign, including tools that will enable them to
engage their site visitors proactively and capitalize on a sales-ready lead. New
emerging tools help companies see a complete report of customer behavior,
including which referring sites, search engines, and organic visits garner the
highest volume of visitors.
Customers are going online to research products before buying. I would

be curious to take this one question further, and ask if after researching,
is the customer buying online, calling, or going into a branch to purchase?
11
Q9
How are customers receiving research
information from you?
Methods of receiving research information
84% Visiting Our Website

80% Web
65% Email
84%
53% Direct Mail
of those surveyed said

customers find information
by visiting the company
website, followed by 65%
who acquire research
information via email and
53% who receive their
information from direct mail.
46% Social Media

24% Webinars
0
20
40
60
80
100
84%
Visiting our website
53%
Direct Mail
80%
Web
46%
Social Media (including our

presence on social media sites)
65%
Email
24%
Webinars
The proliferation of social media and online tools has enabled customers to
research products on their own time through a variety of mediums. To
decipher the seemingly insurmountable amount of data, companies are turning to
solutions that allow businesses a deeper insight into their web visitors than ever
before. Such tools enable comprehensive data capture, lead scoring and the
tracking of activity history.
I think there is some good potential in webinars or similar technology that

isn't being utilized as effectively as it could and should be.
Kristy Brandon Vice President, eBanking Channel at Comerica
12
Q10
How heavily are you using behavioral
response data to segment your database?
33%
of those surveyed
are not going beyond
basic segmentation
when attempting to
segment their
database.
33% Not going beyond basic segmentation

27% Heavily segmenting
25% Segmenting somewhat based on intial response/purchase data
15% Segmenting somewhat based on prospect stage
I think everyone wants to get here, and conducts

surveys/research to try and get there. The practical deployment
hasn't happened universally yet.
In the past, segmentation was complicated and marketers were forced to

execute at a basic level due to complexity, time, and resources not being
aligned. Analytics and data crunching was only possible through outside vendors
with expertise, and was managed by business analysts. Fast forward to today:
marketing automation tools capture and bring together multi-channel campaign
response data enabling deeper segmentation in turn fostering highly relevant
marketing campaigns.
13
Q11
What types of marketing does your
organization spend its time on?
Please rate 1 to 4 (1 being highest priority).
Acquisition marketing including

brand, thought leadership, and
content marketing?
Customer retention
marketing including upsell,
loyalty and promotion?
Training and
educational
marketing
Social
media
marketing
AVERAGE
RATING:
1.6
AVERAGE
RATING:
1.9
AVERAGE
RATING:
3
AVERAGE
RATING:
3.5
Companies surveyed ranked acquisition marketing, including brand,

thought leadership, and content marketing as a top priority. Given that the
average ranking for social media marketing came in at 3.5, we can deduce that
marketers still are not prioritizing this at their financial institutions.
14
Q12
What percent of prospects and customers
are interacting with you in your mobile
channel? How do you see this changing
in 12 months?
Responses to this question varied significantly.
Here is a sampling of responses:
10% AND
INCREASING
OVER 12
MONTHS
100%
In the next 12
months should
be 50%+
35%
Only via
mobile
banking
90%
<20%
Not developed;
have IT consultant
working on a proposal
for mobile devices.
Unknown. Not
something I am
actively engaged in
under my product set.
Prospects can't interact in the

mobile channel; we don't look at
customers on an individual level,
as not all have accounts
accessible through mobile. We do
expect an increase in mobile
interactions, as consumer
purchases through smartphone
and tablets increase.
0%; mobile capabilities
not a planned project
at this point
80%
DON'T
KNOW
65%
25%
UNKNOWN
Mobile has transformed the way in which consumers access information.

Smartphones have not only changed the way people connect; the ubiquity of
mobile devices has also transformed the way in which people handle the routine
of the day-to-day: how they shop, organize, and increasingly, how they bank. Using
mobile apps, consumers can check their statements, pay their bills and deposit
their checks with the snap of a picture. The convenience of mobile has brought
finance to the masses, and this research confirms that its catching on.
15
Twenty eight percent of all

mobile phone users and 48
percent of smartphone users
had used mobile banking in the
past 12 months. This was an
increase of seven percentage
points from December 2011.
During the same period,
consumers using phones to
purchase items tripled to
six percent.
Federal Reserve Board on Nov. 2012 Industry Statistics
16
Q13
What are your top two concerns with
tools you are currently using?
50
Ease of use:
40
30
20
10
45%
When listing their concerns with the

tools being used at their respective
companies, 45% cited a products
ease of use as the top priority.
29%*
21%*
27%*
27%
20%
77% of those surveyed find that the amount of systems, lack of

time and lack of resources to manage data are a top concern.
0
Top two concerns with tools you are currently using
45% Ease and consolidation of tracking, reporting, analyzing

29% Time involved to manage them*
27% Resources needed to manage them*
27% Management by different departments such as IT, corporate, divisional or functional
21% Management of too many systems*
20% Cost
Consolidation and insight is definitely the most important, everything

else is pretty even. It shows the need for insight out of data.
Dan Latimore, SVP Banking Group, Celent Research
17
Q14
How sophisticated are your paid search
strategies?
35
30
25
20
15
10
5
17%
22%
26%
35%
0
Paid Search Strategies
35% Basic key word buying/managing results by clicks
26% No paid search - Just organic or non-paid search
22% Some level of optimization based on conversion
17% Full usage of automated bid mangement tools and full ROI outcomes
ONLY
17%
of respondents are using sophisticated paid search

strategies, like bid management tools and full ROI outcomes,
as part of their marketing strategy.
This suggests that the general perception does not reflect the reality of where
financial institutions stand with paid search strategies.
18
Q15
On a scale of 1 to 10, how would you rate
your online marketing programs today?
Respondents ranked their marketing programs from 1-10;
1 needing the most improvement, 10 being the best it could be.
18%
1-3
Needs The Most

Improvement
4-6
Satisfactory
7-9
Above Average
10
Perfect
ONLY
3%
52%
27%
3%
rated their current online marketing programs as

a 10. Therefore, the majority of those surveyed see
their online marketing programs as an area in need
for improvement.
I was surprised and (somewhat happy) to see that the majority of

respondents are struggling in areas where I am as well. For example,
everyone finds that their online marketing programs have room for
improvement (most people rated them at a 6). It seems like many others are
having concerns with the ease and consolidation of tracking, reporting and
analyzing using their current tools. In short, I think it is interesting that across
industries and organizations of varying size, we all seem to be struggling
with similar issues facing the industry today.
Melina Young, Director of Marketing, Verity Credit Union
19
About NetFinance
Since its launch in 2007, NetFinance has become the industry's #1 multi-channel
marketing conference specially designed for Financial Institutions - 93% of our past
attendees would recommend the event to a colleague. NetFinance has proven to be a
rich industry resource for networking, strategy, and cutting-edge information.
NetFinance is a high level conference that continues to bring together the most senior
level speaker faculty, enabling attendees to hear from the people making real decisions.
In fact, 85% of speakers are at a VP level or above. They have carved out three days in
the midst of a still challenging business environment because the payback is
tremendous at this event. Learning the latest trends in data innovation, mobile, and
cross-channel customer experience will add value to your organization in the long run.
NetFinance combines a large exhibition hall, with unparalleled networking,
benchmarking and learning opportunities to create a first class event.
It was beneficial for me to attend NetFinance to gain perspective on how

others are approaching the business, technology and marketing challenges
of our industry. In addition to the presentations, the one-to-one
conversations and relationship building are key takeaways for me.
Ralph Betters, CIO, Third National Bank
20
About Worldwide Business

Research/WBR Digital
WBR is the worlds biggest large-scale conference
company and part of the PLS group, one of the worlds
leading providers of strategic business intelligence with
16 offices worldwide. Our conference divisions
consistently out-perform their industry sector competitors
on the quality of the events we produce and the
relationships we nurture with both attendees and
sponsors.
Every year over 10,000 senior executives from Fortune
1,000 companies attend over 100 of our annual
conferences a true Whos Who of todays corporate
world. From Automotive events in Bucharest to Logistics
conferences in Arizona to Luxury conferences in New York
and Finance summits in Hong Kong, WBR is dedicated to
exceeding the needs of its customers around the world.
Media Contact
Deanna Gillen
646-200-7950
[email protected]
In addition to our industry leading conferences, our

professional services marketing division, WBR Digital,
connects solution providers to their target audiences
with year-round online branding and engagement lead
generation campaigns. WBRs marketers act as an
extension of your team relieving strain on your internal
resources while promoting your brand and solutions to
your prospects. Solution providers can target identified
accounts or relevant industry/function segments of
WBRs entire global database of over 500K senior-level
decision makers.
"While we're an innovative B2B company focused on social and mobile commerce,
we still rely on tried and true demand generation tactics. As part of our efforts we're
always testing and learning, trying different ways to get access to and compel digital
marketers at top retail brands to consider our offerings. We've tried many different
tactics and sources of leads and WBR has consistently exceeded response goals
and more importantly, the quality of leads have been outstanding. This year we
committed to a package of activities with WBR including email, webinars, events and
research. The WBR team working on our account has been professional, responsive,
fun and have delivered above and beyond, I couldn't recommend them higher."
Marko Z Muellner , Sr. Director of Marketing, ShopIgniter
21
About Act-On
Act-On Softwares multi-channel marketing automation suite is the foundation of
successful marketing programs; from simple and direct, to sophisticated and globally
executed campaigns. Act-On is a cloud-based solution that features an integrated
marketing platform that enables marketers to tie inbound, outbound and nurturing
programs together in a single dashboard. Bundled together in an intuitive package,
Act-On is fast to implement, easy to use and powerful.
Act-Ons technology features an Instant-On database for accelerated campaign
implementation; an easy, highly intuitive user interface; and a comprehensive, featurerich solution set. This includes a best-in-class email engine with one-click integration
to leading web conferencing and CRM solutions; tools for website visitor tracking, lead
scoring, lead nurturing and social media prospecting; design tools for web forms,
landing pages and emails; and more.
Act-On is headquartered in Beaverton, Oregon, with offices in Roseville and
San Mateo, California, and Bangalore, India.
Media Contact
Paige Musto
650-251-4770 x137
[email protected]
SEE MORE ACT-ON IN THE NEWS
22
Why else should you

attend NetFinance 2014?
After listening to 50+ sessions from more than 60 reference financial service
leaders, youre bound to come back with take-aways to move your business
forward.
85% of speakers are at a VP level or above. Learn best practices from the
leaders of your industry.
94% of 2012 attendees said theyd recommend NetFinance to colleagues.

We think that means youll like it too.
Call our customer service team to get the best available discounts for your firm
at 1.888.482.6012, or email us at [email protected]
Be a part of next years benchmarking trends study.
Make sure youre there in 2014.

CLICK HERE TO REGISTER NOW!
Take a stand on the issues that matter to you and your industry. Be a
part of next years benchmark report, on-site at NetFinance 2014.
23

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2013 Marketing Automation Trends

Marketing executives at major financial instiutions

When you see this symbol; it signifies a key finding

2013 NetFinance Marketing Automation Trends

My answer isn't just one of these, but a combination of

2013 NetFinance Marketing Automation Trends

Attendee Response (%)

More than half

Not enough time too many things to prioritize

Lack of budget to launch more programs

Ability to quantify campaign results

2013 NetFinance Marketing Automation Trends

Types of solutions and partners currently using

What types of solutions and partners are

ESP (Email Service Provider)

Sales/ Transactional Database

Digital Marketing Agency

Free Google Analytics

Paid Analytics (not Google)

Attendee Response (%)

Free Google Analytics

Paid Analytics (not Google)

ESP (Email Service Provider)

Sales/ Transactional Database

Email Software Solution Installed

Digital Marketing Agency

2013 NetFinance Marketing Automation Trends

The findings suggest that financial institutions today are

2013 NetFinance Marketing Automation Trends

said that they would

Too many business units and systems to consolidate.

Variety from multiple vendors

78% of Fortune 1000 CMOs say the #1 challenge marketers face is

Kristy Brandon, Vice President, eBanking Channel, Comercia, said, It is

2013 NetFinance Marketing Automation Trends

2013 NetFinance Marketing Automation Trends

2013 NetFinance Marketing Automation Trends

but it's on the

it's not a priority

Lead nurturing campaigns are making inroads at many financial

2013 NetFinance Marketing Automation Trends

52% Yes, customers heavily researching product before they buy

Customers are going online to research products before buying. I would

2013 NetFinance Marketing Automation Trends

84% Visiting Our Website

53% Direct Mail

of those surveyed said

46% Social Media

Attendee Response (%)

Visiting our website

Social Media (including our

I think there is some good potential in webinars or similar technology that

2013 NetFinance Marketing Automation Trends

33% Not going beyond basic segmentation

I think everyone wants to get here, and conducts

In the past, segmentation was complicated and marketers were forced to

2013 NetFinance Marketing Automation Trends

Acquisition marketing including