Marketing Automation Marketing Week Live 1014 IDM session
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Transcript of Marketing Automation Marketing Week Live 1014 IDM session
A little bit about me
• IDM senior tutor and hon. Fellow• Consultant: www.ThinkDirect.biz • NED of 4 marketing services businesses• Love learning!• Help companies develop effective marketing
strategies
@shanerddng
Debunking the hype
• What is Marketing Automation?• Why the hype?• Why do it?• When you SHOULDN’T do it!• Options• Remember Your Customer• Top Tips
Automation
“a feedback control mechanism, which allows adjustment to processes, with minimal or no human intervention”
Marketing Automation
• Define, schedule, segment, execute (email) and track marketing campaigns
• True MA tech incudes a feedback loop, driven by analytics and scoring that adapts the campaign to different customer journeys.
http://hub.am/1nkyV2Y
MA Key features
• The ability to send email (outbound) • The ability to store campaign assets in a
library • The ability to store customer and prospect
records • The ability to automate a multi-touch
marketing campaign http://www.clever-touch.com/files/6113/8497/1928/Marketing_Automation_the_definitive_guide.pdf
MA Key features
• The ability to score customers and prospects based on who they are and their engagement.
• The ability to talk to other platforms (an API) e.g. CRM or Webinar integration
• The ability to automate tasks and map the organisation workflow
• Increasing social media functionality – listen, share, sign on, reporting
Why the hype?
• “Bright and Shiny”*• Vendor driven• Private Equity/VC’s• Economic pressure
*http://hub.am/UgSL8o
Nothing New
User comparisons https://www.g2crowd.com/categories/marketing-automation
Why do it? The Promise
“better ROMI”•Higher lead conversion rates•Increased AOV•Shorter sales cycle•Better pipeline visibility and improved sales forecasting•Reduced costs (people)•Scalability
Why do it? The Myths
• It will solve all our marketing and sales woes• There will be too many leads to handle• Conversions will quadruple within a week• Sales and marketing teams will work hand-in-
hand with each other
The Myths continued
• All campaigns will immediately give a return on their investment
• Marketing will be heroes • Revenue will increase 1,000 percent, or more!• CEOs will all of the sudden start spending gobs
of money in marketing
Source: http://leadlife.com/2011/09/15/debunking-the-myths-of-marketing-automation/
When you shouldn’t do it ..
• If you already have systems CRM, Email, MRM, … that are not fully utilised, OR integrated
• Poor quality data• Low value/low volume of leads• Existing poor customer experience• You have poor marketing processes• Content production is difficult/under resourced
You shouldn’t do it ..
• In isolationNeed board and key stakeholder support
• If the business focus is short term, with no appetite to invest in the long term
• Unless you have good people & a training budget
http://blog.hubspot.com/marketing/is-marketing-automation-worth-the-hassle
Are you asking the right Question?
Who are the champions?
• Audience: Merchants• Opportunity: Mobile
payments • Solution: Why and how to
do it• Campaign: Integrated;
dedicated microsite, email, phone, video
• Suppliers: Base One, Clevertouch
• Platform: Eloqua
Results: • 6% customer base visited microsite• Uplift of 8% of merchants preferring
PayPal as mobile payment solution
Tech leads the way
• High value• Long lead times (nurturing)• Multi layered decision making units (DMU)• Multinational• Complex offering requiring clear relevant
benefits by segment/personae• ROMI of 1:45 not uncommon
Campaign touch point analysis
Using inbound marketing automation (Hubspot) allows tracking by all
media
Starting Out
• Start with clear objective what will success look like? Do all the stakeholders agree?
• Start smallcan you trial a MA approach using existing systems?
• Learn from otherssimilar businesses, consultants
Remember the customer!
• How will MA benefit them?Seamless experience, whatever their touch point,
providing them with the 3 Rs1.Relevant content2.Right time3.Responsive Interaction
Will it help WOW, surprise, delight ……
Remember the customer!
• Do you really know what they want? = have you fully researched personas• How are you going to help them?= is your content appropriate?• What about the WHOLE experience?= is it easy to buy?
Lots and Lots of Information
• www.marketo.com• www.hubspot.com• www.eloqua.com (Oracle)• www.pardot.com (Exact Target/ Sales Force)• www.silverpop.com (IBM)
Independent Advice
• http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/
• www.clever-touch.com • www.cyance.com • Visit the IDM stand A366• Sign up to a full day: www.theidm.com/auto