Does NOT automate marketingDoes NOT magically generate revenue Does NOT replace how humans develop relationships and engage customersIs NOT about batch and blast emailsIs NOT easy
Transcript of "Marketing Automation Workshop - Puget Sound American Marketing Association"
Director – Client Services
• Marketing Automation
Supports a demand generation strategy and lead management process.
Helps to efficiently segment and target personas, delivers content
through inbound and outbound channels, scores behavioral interest, and
captures data to analyze results and predict opportunities.
• Workflow: MA integrates with CRM and executes lead process workflows based on rules and events
defined by Marketing and Sales.
• Content: MA schedules, delivers, manages, and scores content consumption.
• Science: MA captures data to help marketers score leads, evaluate campaign performance, track
revenue contribution and look forward to potential future results.
Tools and Technology
are not a Strategy
Keep the Customer at
NOT the technology
*not comprehensive listing
Multi-channel lead nurturing
Social platform integration
Extended platform integrations
Basic CRM Integration
Basic lead nurturing
Basic Lead scoring
Ease of use focus
Limited platform integrations
Simple lead nurturing
Basic lead scoring
Some platform integrations
Basic support ops
Email only or Landing Pages only
Basic to no CRM integration
Clear small business focus
5 Planning Areas for 2014 Marketing
2014 Content Checklist
Without content, demand generation campaigns won’t
even get off the line
Content strategy – Think Gold!
Map content to the buyer’s journey of YOUR customers
Mix it up: One white paper won’t fuel a campaign
Measure asset consumption
B2B Buyers have completed
67% of the purchase decision process
before ever talking to a sales rep.
2014 Platform Checklist
Supports the demand generation strategy
Serves targeted content at the right intervals
Integrated and Synchronized with CRM
Multi-touch nurturing campaigns
Scores behaviors for interest and buying signals
Works through multiple channels including
web, social, mobile, events, and email
Data management capabilities
Supported with existing people resources and capabilities
2014 Data Health Checklist
The single most critical issue
for Marketing Automation in 2014
Define data management standards
Contact governance and cadence
Email deliverability standards
Spam complaint mitigation
Phone contact standards
Cleaning, normalizing, appending