THE 5 THINGS I WISH I KNEW BEFORE I
BOUGHT MARKETING AUTOMATION
HubSpot Webinar
✚
06.23.15
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LIVE WEBINAR:5 Things I Wish I
Knew Before I Bought Marketing
Automation
12 PM ET / 9AM / 5 PM GMT#mktautomationlessons
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MEET TODAY’S GUESTS
JENIFER KERNVP of Marketing
KYLE MCKAYHead of Market Intelligence
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51. It’s About the Business, Bozo
2. Technology is a Tool, Marketing is a
Mindset
3. Not all Platforms are Created Equal
4. Loveable Imperfection Rules
5. It Takes a Village
THE BIG 5
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#1IT’S ABOUT THE BUSINESS, BOZO
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PUT THE BUSINESS
FIRST. ALWAYS.
ASSESS YOUR :
‣Business culture
‣Strategies and goals
‣Core values
‣Brand attributes
… THEN ALIGN THEM WITH A SIMILAR SYSTEM.
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BUSINESS ALIGNMEN
T [example]
OUR VALUES SYSTEM 1 SYSTEM 2 SYSTEM 3
Agile & Flexible
Collaborative
Entrepreneurial
Transparent Integrated/Full-
Service
Creative
Competitive
Fast Growing Customer-
Focused
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LESSONS LEARNED: BUSINESS
ALIGNMENT
‣ Expand RFPs beyond technical criteria to company values, culture, brand.
‣ Create a business alignment checklist.
‣ Ask vendors what values guide their solution.
‣ Call their Support Line!
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#2TECHNOLOGY IS A TOOL, MARKETING IS A MINDSET
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TECHNOLOGY IS ALWAYS
CHANGING; BASIC TENETS
OF MARKETING ARE NOT
KEEP MARKETING CONCEPTS AT THE CORE:
‣Content is King
‣Creativity is Queen
‣Personas & Buyer Profiles
‣Always be Helping2
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COMBINE ART +
SCIENCE
THE ARTcontent, personas, visuals designs, branding
What does this mean for your team/skillsets, strategy?
THE SCIENCE the technology,
testing, reporting & analytics, SEO
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LESSONS LEARNED: BALANCE
MARKETING & TECHNOLOGY
‣ Stay true to your inner marketing goddess.
‣ Channel Peter Drucker.
‣ Focus first on marketing strategy, second on how technology enables it.
‣ Embrace both right and left brain approaches.
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#3NOT ALL PLATFORMS ARE CREATED EQUAL
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NOT ALL PLATFORMS
ARE CREATED
EQUAL
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3 MYTH:: All Marketing Automation systems pretty much do the same thing.
FACT: There are big differences between many platforms.
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‣ Major differences to look for: inbound, outbound, SEO, reporting, CRM integration, mobile, ease of use.
‣ My first vs. second selection process.
NOT ALL PLATFORMS
ARE CREATED
EQUAL
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LESSONS LEARNED: PLATFORM
DIFFERENCES
‣ Outbound is only the tip of the iceberg.
‣ Focus on diverse, integrated approaches.
‣ Don’t overlook mobile friendliness.
‣ Empower your team/users in the selection process.
Prediction: competitive landscape will get smaller, systems more integrated
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#4LOVEABLE IMPERFECTION RULES
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LOVEABLE IMPERFECTI
ON RULESMARKETERS: It’s time to let go of perfection. Our new rallying cry is loveable imperfection.
‣ Adaptive and iterative over Big Bang.
‣ There’s no silver bullet. But many little bronze bullets.
‣ Embrace Reporting & Analytics, but don’t belabor it
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LESSONS LEARNED:
ABOUT PERFECTION
‣ Done is better than perfect.
‣ Test, iterate, improve.
‣ Try Agile marketing.
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#5IT TAKES A VILLAGE
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MARKETING AUTOMATION IMPLEMENTATIONS
=
A MAJOR CHANGE MANAGEMENT PROCESS
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IT TAKES A VILLAGE
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TEAM SKILLSETS
‣ The Content Guru
‣ The Measurer & Enforcer
‣ The Designer
‣ The CRM Aligner
COMMON ATTRIBUTE: LOVE
SALES
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LESSONS LEARNED:
BUILD YOUR VILLAGE
‣ Establish an open and transparent environment.
‣ Involve all key stakeholders early and often.
‣ Ask for their advice/insight.
‣ Train and educate.
‣ Keep it real (tell stories).
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QUESTIONS?
Tweet: @Jenifer_Kern
www.linkedin.com/in/jeniferkern
http://blog.celerity.com
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CURIOUS ABOUT HUBSPOT’S MARKETING AUTOMATION
SOFTWARE?
www.hubspot.com/demo
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