The CIO’s Quickie Guide to Marketing Automation - An Allinio Presentation

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Joseph Zuccaro (@joezuc), President of marketing automation professional services firm Allinio (http://allinio.com) (@allinio), explains marketing automation in this presentation to CIOs, CTOs, and IT Directors in lighthearted terms that will help them understand how they can help Marketing and Sales make the transformation to a Marketing Automation platform, which inevitably will take less IT resources as Marketers learn how to operate it. These new platforms are critical in helping organizations stay competitive by more efficiently gathering leads and leveraging engagement with them in an automated fashion until it is time to involve a more expensive salesperson. Like any other information platform, IT should be there to support but luckily does not have to focus too much since the automation part of Marketing Automation relieves them of time consuming things they have done in the past for Marketing and Sales.

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  • Joseph Zuccaro (@joezuc), President of Marketing Automation professional services provider Allinio (http://www.allinio.com) (@allinio), explains marketing automation in this presentation to CIOs, CTOs, and IT Directors in lighthearted terms that will help them understand how they can help Marketing and Sales make the transformation to a Marketing Automation platform, which inevitably will take less IT resources as Marketers learn how to operate it. These new platforms are critical in helping organizations stay competitive by more efficiently gathering leads and leveraging engagement with them in an automated fashion until it is time to involve a more expensive salesperson. Like any other information platform, IT should be there to support but luckily does not have to focus too much since the automation part of Marketing Automation relieves them of time consuming things they have done in the past for Marketing and Sales.
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The CIO’s Quickie Guide to Marketing Automation - An Allinio Presentation

  1. 1. The CIO’s Quickie Guide to Marketing Automation ©2010 Allinio LLC – All rights reserved allinio
  2. 2. You wear a lot of hats for your company ©2010 Allinio LLC – All rights reserved allinio
  3. 3. You’re in charge of the computers Your co-workers expect miracles from them and other things for which you are responsible… ©2010 Allinio LLC – All rights reserved allinio
  4. 4. …like the Internet connection… ©2010 Allinio LLC – All rights reserved allinio
  5. 5. …which means you’re in charge of the firewall too. ©2010 Allinio LLC – All rights reserved allinio
  6. 6. You’re in charge of the phone system… ©2010 Allinio LLC – All rights reserved allinio
  7. 7. …and of course, the cell phones. ©2010 Allinio LLC – All rights reserved allinio
  8. 8. You may even help with physical security… ©2010 Allinio LLC – All rights reserved allinio
  9. 9. …and the Accounting software for Production critical operations Engineering used by Payroll your co-workers Procurement every single day. Legal ©2010 Allinio LLC – All rights reserved allinio
  10. 10. …oh, we forgot to mention Marketing and Sales. You know, the guys who call you to show them how to make a spreadsheet column wider. ©2010 Allinio LLC – All rights reserved allinio
  11. 11. Or the sales guy/IT poser who knows enough about computing to be dangerous, like when he downloaded a virus into your network… ©2010 Allinio LLC – All rights reserved allinio
  12. 12. Sometimes it seems that they are the cause of an inordinate amount of your time spent fighting fires. ©2010 Allinio LLC – All rights reserved allinio
  13. 13. And they also want the shiniest new solution because they think the grass is greener on the other side… ©2010 Allinio LLC – All rights reserved allinio
  14. 14. only to find it doesn’t work so they quickly abandon it. ©2010 Allinio LLC – All rights reserved allinio
  15. 15. Ah, but we jest when we imply that there is not a good relationship between IT and Marketing & Sales. ©2010 Allinio LLC – All rights reserved allinio
  16. 16. Truth be told, Marketing believes that IT really does help them Source: 2010 Survey by Aprimo and Online Marketing Connect ©2010 Allinio LLC – All rights reserved allinio
  17. 17. So instead of thinking that you’re their punching bag ©2010 Allinio LLC – All rights reserved allinio
  18. 18. In many cases you are actually their champion for bringing them robust solutions to their challenges. ©2010 Allinio LLC – All rights reserved allinio
  19. 19. There is another challenge to bring nifty web-based tools for Marketing and Sales we think IT should help champion. ©2010 Allinio LLC – All rights reserved allinio
  20. 20. That challenge being: managing qualified leads for the Sales pipeline ©2010 Allinio LLC – All rights reserved allinio
  21. 21. After all, leads can turn into customers and that is the lifeblood of your organization. ©2010 Allinio LLC – All rights reserved allinio
  22. 22. Maintaining shrink-wrapped contact management software for sales is a waste of your time and really doesn’t address today’s marketing challenges. ©2010 Allinio LLC – All rights reserved allinio
  23. 23. A new set of tools that help manage leads is called Marketing Automation. And it isn’t a Rube Goldberg contraption. ©2010 Allinio LLC – All rights reserved allinio
  24. 24. Attempting to replicate all the features and functions of Marketing Automation from scratch is unlikely to be efficient or effective. ©2010 Allinio LLC – All rights reserved allinio
  25. 25. From one application, Marketers can now do things that were previously disjointed and strongly depended on your IT staff to perform. allinio ©2010 Allinio LLC – All rights reserved
  26. 26. One of the most important things that Marketing Automation can do is optimize how leads are gathered and nurture them until they are ready to speak a salesperson and make a buying decision. ©2010 Allinio LLC – All rights reserved allinio
  27. 27. Getting a Marketing Automation platform for your firm will reduce the IT’s department’s time spent on low value, repetitive tasks… ©2010 Allinio LLC – All rights reserved allinio
  28. 28. Like: Constantly updating marketing web pages… ©2010 Allinio LLC – All rights reserved allinio
  29. 29. …building changing marketing reporting requirements… ©2010 Allinio LLC – All rights reserved allinio
  30. 30. …providing data queries… ©2010 Allinio LLC – All rights reserved allinio
  31. 31. …or supporting mass e-mail capabilities. ©2010 Allinio LLC – All rights reserved allinio
  32. 32. Your expertise in helping procure systems can help guide Marketing & Sales into acquiring the Marketing Automation platform that’s right for them ©2010 Allinio LLC – All rights reserved allinio
  33. 33. by looking at the platform’s measurement capabilities… ©2010 Allinio LLC – All rights reserved allinio
  34. 34. …cost… ©2010 Allinio LLC – All rights reserved allinio
  35. 35. …ease of implementation… ©2010 Allinio LLC – All rights reserved allinio
  36. 36. …ease of use across all constituents… ©2010 Allinio LLC – All rights reserved allinio
  37. 37. ..holistic view of all campaign channels… Cute, huh? ©2010 Allinio LLC – All rights reserved allinio
  38. 38. …flexibility of delivery platform… …and… ©2010 Allinio LLC – All rights reserved allinio
  39. 39. …best practice content & templates. ©2010 Allinio LLC – All rights reserved allinio
  40. 40. Here is how Marketers ranked the criteria we just mentioned. Source: 2010 Survey by Aprimo and Online Marketing Connect ©2010 Allinio LLC – All rights reserved allinio
  41. 41. Marketing Automation will help Marketers become better Marketers and Geeks too as they need to be more technical and analytical. ©2010 Allinio LLC – All rights reserved allinio
  42. 42. Won’t you lend Marketing & Sales a helping hand to get your organization to the next level? Allinio can help too. ©2010 Allinio LLC – All rights reserved allinio
  43. 43. We’ll be glad to be the new punching bag for a Marketing Automation project at your firm. We’re tough and we know what we’re doing to get you through it. ©2010 Allinio LLC – All rights reserved allinio
  44. 44. About Allinio Allinio is a professional services firm specializing in marketing automation consulting and implementation. We help our clients align their marketing and sales department, and leverage web-based technologies to achieve higher ROI out of their marketing and sales efforts and ultimately drive more revenue for their organization. ©2010 Allinio LLC – All rights reserved allinio
  45. 45. Data Driven Revenue TM www.allinio.com Tweet this Presentation Subscribe to the Marketing Consigliere Blog Share this on LinkedIn Follow Joe Zuccaro on Twitter Share this on Facebook Follow Allinio on Twitter Share this via Email Follow the B2B Twitterer Awards on Twitter ©2010 Allinio LLC – All rights reserved allinio

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