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10 Reasons Why Marketing Automation Fails
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10 Reasons Why Marketing Automation Fails


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Want to Ensure Your Marketing Automation Solution Produces the Results You Want? …

Want to Ensure Your Marketing Automation Solution Produces the Results You Want?

Marketing Automation software is often positioned as a tool that will fix all of your marketing problems for a couple thousand dollars a month.

Not true.

Your choice of software is important, but your strategic approach to implementing the system is paramount to your success. In this webinar, marketing consultant and popular marketing automation blogger Jep Castelein will share 10 reasons why marketing automation projects fail. Attend this webinar to:

•Explore the common mistakes that cause marketing automation project failure

•Learn what steps you can take to prepare your organization for successful implementation

•Identify key purchase criteria in choosing a solution that’s right for you

Published in: Technology, Business

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  • Hi everyone. I’m Emily Mayfield, Marketing Manager here at Manticore Technology. Thanks so much for joining us for today’s Webinar. . In this webinar, marketing consultant and popular marketing automation blogger Jep Castelein will share 10 reasons why marketing automation projects fail and how you can avoid them. I’d like to go over a couple of housekeeping items: Today’s webinar is being recorded.The slides and the recorded presentation will be available to you 24 hours after the live webinar. You will receive an email tomorrow providing you with a link to view the recorded webinar. We will also post the slides on…so you can download them there. We certainly welcome your questions and will be answering them at the dedicated during our dedicated Q&A. On the right of your screen, you see a place you can type your question and submit them throughout the presentation. So please feel free to do so, and we will answer them at the end.
  • So before we begin, I’d like to quickly go over today’s agenda. I’ll start by introducing our speakers and then we’ll do a brief Market Overview and tell you a little bit about Manticore. Then we’ll start exploringthe common mistakes many organizations make that result in marketing automation project failure and share what you can do to avoid those mistakes and properly prepare your organization for success. Finally, we’ll give you a couple of tips on going forward in choosing a solution and building a strategy that is right for you. And then of course, we will end with the Q&A.
  • Emily: So, I’d like to take a minute to introduce our speakers. Today you will hear from: Christopher Doran: VP of Marketing for Manticore Technology. Christopher is a longtime thought leader in marketing automation. He is a founding members of Manticore Technology and is one of the decision-makers for the company’s overall growth strategy and business plan and oversees global marketing and business development.And our Key Note Speaker is: Jep Castelein – Principal Consultant of LeadSloth, an agency specialized in marketing automation and demand generation. Jep has helped many btob companies build a strategy around their marketing automation deployment and overcome hurdles to ensure success. He is also a popular marketing automation blogger and industry thought leader. Before starting LeadSloth, Jep was responsible for marketing automation and demand generation in high-tech companies in the US and Europe. So, now I’ll go ahead and hand it over to Christopher to begin the presentation.
  • Emily: Thanks so much to our presenters, we are now going to begin taking questions…But for those of you that do not have time to listen to the Q&A, thanks so much for attending the webinar, and if you would like to learn more about Manticore Technology and marketing automation solutions, please visit our web site at And we have quite a few resources available to you in our resource center if you would like to do more research. If you are considering a purchase, I would encourage you to download our latest whitepaper: Marketing Automation Lessons from the Trenches. Many of the stats on today’s webinar were pulled from this survey. Okay, we’ll open it up for questions….
  • Ending….Emily: So, this concludes the Q&A portion of our webinar Again, I’d like to encourage anyone that is curious to know more about marketing automation or is considering a purchase to visit our web site and take advantage of our resource center.  If we did not get to your question or if you think of one in the future, please feel free to contact us and we’d be happy to answer anything we can. Also, Manticore will be an exhibitor at Dreamforce in San Fran on November 17 – 20th , if any of you are planning on attending, we would love for you to stop by booth 1110. We’ll be doing a lot of good giveaways and would love to see you there.  Thanks so much for attending, and we look forward to having you on our next webinar. 
  • Transcript

    • 1. How to Avoid 10 Marketing Automation Pitfalls
      November 5, 2009
    • 2. Today’s Webinar
      10 Reasons Marketing Automation Projects Fail
      Preparing your Organization for Success
      Moving Forward
      Q & A
    • 3. Speakers
      Christopher Doran
      VP, Marketing – Manticore Technology
      Jep Castelein
      Principal Consultant – LeadSloth
    • 4. About Manticore Technology
      Founded in 2001
      Driving force in Marketing Automation since 2003
      Six years of development & infrastructure support our customers around the globe
      Product delivers un-matched usability and robust power:
      Configurable UI to meet your needs
      Lead nurturing to develop a business process
      Deepest CRM integration in industry
      Dedicated Customer Success Manager (CSM) to help ensure customers success in developing business process
      It’s about process – not technology for technology sake
    • 5. Customers Around the Globe
    • 6. Marketing Automation Challenge
      “Only 20% of B2B marketing organizations are using a marketing automation solution today. 50% of these users aren’t using the MA solution close to their full potential.”
      - Jonathan Block
      Vice President, Service Director
      Sirius Decisions
    • 7. Beyond Technology
      Marketing Automation Technology is only part of the solution.
      Beware of those that say “it’s so easy – just install this”
      Need People, Process, & Technology
      As you plan marketing automation in your org, here’s 10 pitfalls to avoid
    • 8. Jep Castelein
      Jep Castelein
      Principal Consultant – LeadSloth
    • 9. Pitfall 1
      Unclear Prospect Profile
      Develop ideal lead profile
      Develop personas
      Talk to actual customer or prospects
    • 10. Pitfall 2
      No Interesting Content
      Thought Leadership
      Great content is about them, not you
    • 11. Pitfall 3
      Not Enough Leads
      Start with a minimum number of leads
      Continue to focus on lead generation
    • 12. Pitfall 4
      Sales & Marketing Don't Get Along
      Collaborate on campaign design
      Set realistic expectations
    • 13. Pitfall 5
      Lack of Expertise
      Analytical and creative
      Software skills
      Sales and marketing skills
    • 14. Pitfall 6
      Bad Business Model
      Use market feedback to validate business model
      When validated, automate and measure
    • 15. Pitfall 7
      Process Not Documented
      Avoid dead ends
      Focus resources on the most promising leads
      Respond to buyer needs
    • 16. Pitfall 8
      No Board-Level Buy-in
      Marketing Automation requires organizational change
      Many departments will be involved
    • 17. Pitfall 9
      Assuming It Will Be Easy
      Expectations management is essential
      Continuous optimization required
    • 18. Pitfall 10
      Failure to Define Success
      Choose metrics that are important to you
      Set goals
      Measure continuously
    • 19. Summary
      Key Take Aways:
      Marketing Automation can have a major impact on the effectiveness of your sales & marketing teams
      Marketing Automation is not that hard, once you know what issues to look out for.
      Don’t be afraid to get started.
    • 20. Moving forward
      Think Business Process
      Executive buy-in
      In choosing a solution, does it solve your business process needs?
      Beware of it’s “so easy a monkey could use it”.
      Solution can be usable
      The business process can be challenging
      Next Steps
      Stop by at Dreamforce. Booth 1110
      Case Studies at:
    • 21. Q& A
      Q & A
    • 22. Contact Info
      Jep Castelein
      Principal Consultant – LeadSloth
      LeadSloth Blog:
      Phone: 1-888-4A-SLOTH (427-5684)
      Christopher Doran
      VP, Marketing – Manticore Technology
      Phone: 1 (866) MANTICORE