Marketing Automation Success in 2014 - LoopFuse Webinar

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My presentation on the 5 areas to plan for success with Marketing Automation in 2014. I review Process, People, Platform, Content, and Data.

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Marketing Automation Success in 2014 - LoopFuse Webinar

  1. 1. PLAN FOR 2014 MARKETING AUTOMATION SUCCESS Brian Hansford Director – Client Services Heinz Marketing Tw. @RemarkMarketing
  2. 2. 5 Planning Areas for 2014 Marketing Automation Success Process People Platform Content Data
  3. 3. Marketing Automation:  Does NOT automate marketing  Does NOT magically generate revenue  Does NOT replace how humans develop relationships  Is NOT about batch and blast emails  Is NOT easy
  4. 4. Tools and Technology are not a Strategy Keep the Customer at the Center NOT the technology
  5. 5. Process
  6. 6. 2014 Process Checklist Demand Generation Strategy Definitions of Leads and Opportunities Customer persona segmentation Lead management process definition Metrics for Success
  7. 7. The Most Critical Resource
  8. 8. 2014 People Checklist Accelerates platform performance and utilization Demand Generation Training Platform Training Analytics Training Marketing Programs Training Content Marketing Training Social Media Training Platform Administration Training
  9. 9. Platform
  10. 10. 2014 Platform Checklist Supports the demand generation strategy Serves targeted content at the right intervals Synchronized with CRM Multi-touch nurturing campaigns Scores behaviors for interest and signals Works through multiple channels including web, social, mobile, events, and email Data management capabilities Analytics Supported with existing people resources and capabilities
  11. 11. Content
  12. 12. 2014 Content Checklist Without content, demand generation campaigns won’t even get off the line Content assets are like gold (and live longer than royalty) Content strategy Map content to the buyer’s journey of YOUR customers Mix it up: One white paper won’t fuel a campaign Measure asset consumption
  13. 13. Data Health
  14. 14. 2014 Data Health Checklist The single most critical issue for Marketing Automation in 2014 Define data management standards Opt-In and privacy policy Contact governance and cadence Email deliverability standards Spam complaint mitigation Phone contact standards Record completeness Cleaning, normalizing, appending
  15. 15. Questions ?
  16. 16. Thank You! Brian Hansford Email: Brian@HeinzMarketing.com Twitter: @RemarketMarketing www.HeinzMarketing.com

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