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Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
Preparing for Marketing Automation: Don't Get the Cart Before the Horse
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Preparing for Marketing Automation: Don't Get the Cart Before the Horse

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Considering a marketing automation platform? Is your company mature enough to fully utilize marketing automation and achieve a return on the considerable investment? …

Considering a marketing automation platform? Is your company mature enough to fully utilize marketing automation and achieve a return on the considerable investment?

This presentation by marketing expert and interim CMO, Charles Besondy, will help you answer these questions and map a course for a successful implementation, no matter what marketing automation vendor is on your short list.

Published in: Business, Technology
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  • 1. Preparing for Marketing Automation: Don’t Get the Cart before the Horse Charles Besondy, President Besondy Consulting & Interim Management LLC & Certified MathMarketing Funnel Coach www.BesondyLLC.com 1
  • 2. Today’s Agenda 1. Are you ready for a MAP? 2. Building a foundation for MAP 3. What processes to align first 4. Data quality 5. Content & personas 6. People 7. Management expectations 8. Building the blue print for a MAP decision 9. Questions, access to resources www.BesondyLLC.com 2 Thanks to the following companies and people for contributing insight for this webinar: Marketo, ActOn, Steve Gershik and Joseph Zuccaro.
  • 3. Warning #1 www.BesondyLLC.com 3 “An organization is a system perfectly designed to produce the results it is producing. If you want to change the results, you have to change the design!” -Richard Eppel
  • 4. Warning #2 “The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.” – Bill Gates www.BesondyLLC.com 4
  • 5. Can you achieve fast time to value? www.BesondyLLC.com 5 Jack Nicholson in A Few Good Men, 1992 You want the truth? You can’t handle the truth!
  • 6. CLICK FOR NARRATED VERSION, OR CONTINUE TO NEXT SLIDE http://www.besondyllc.com/marketing-automation/ www.BesondyLLC.com 6
  • 7. How to know you’re not ready for a MAP 1. Buyer’s journey??? 2. Who’s our target, really? 3. “Processes? We don’t need any stinking processes?” 4. We haven’t updated our contact list in over a year 5. Love that spray and pray email strategy 6. A few big deals a year – that’s all we need 7. Our IT department totally controls the website 8. What content? 9. Who’s going to drive this thing? 10. Does the boss know? www.BesondyLLC.com 7 You’re company isn’t mature enough yet to benefit fully. Any one of these points could cause significant delay in time to value for a MAP.
  • 8. Marketing maturity Marketo Benchmark to Revenue Study www.BesondyLLC.com 8
  • 9. How to know you’re ready www.BesondyLLC.com 9 Push me!
  • 10. How to know you’re ready 1. You and the sales manager know the ABCs of your MQLs and SLAs 2. Processes are aligned to the buyer’s journey 3. You’ve been conducting integrated email and web marketing programs 4. Your DB is accurate and can be segmented 5. Content exists and resources are available to create more 6. You can create a landing page without needing a note from your mother 7. Sales welcomes integration with their CRM 8. Top management is on the bus 9. There is a resource for MA Admin, or Marketing Ops (inside, contractor, agency) 10. Campaign planning and data analysis skills are in-house or a phone call away www.BesondyLLC.com 10 Your company is mature enough to realize a fast time to value with a MAP if most of these situations are present
  • 11. A platform for the platform Management Buy-in Aligned Processes Content Persona Skills Data www.BesondyLLC.com 11
  • 12. Managing expectations • Transforming the marketing function, not applying a technology • Building an engine for revenue growth, not automating marketing • You must have a champion in the C-suite www.BesondyLLC.com 12
  • 13. Time to value • Most companies take over 7 months to reach ROI for MA • More than half say they haven’t achieved “best value possible” even if ROI objectives have been achieved • Only 15% of marketers believe they are using their MAP to its fullest potential - SiriusDecisions www.BesondyLLC.com 13
  • 14. The platform for the platform Management Buy-in Aligned Processes Content Persona Skills Data www.BesondyLLC.com 14
  • 15. Processes • Sales and marketing alignment – Buyer’s journey – Integration with CRM – Lead scoring – Lead definition – SLA www.BesondyLLC.com 15
  • 16. Buyer’s journey / Sales journey www.BesondyLLC.com 16 Unknown and unaware Positioned in category Interest Problem - MQL Need to solve - SAL Offer understood Preference formed Decision Contract Sales stage 1, 2 Sales stage 3 Sales stage 4, 5 Sales stage 6 Sales stage 7 Sales stage 8
  • 17. The platform for the platform Management Buy-in Aligned Processes Content Persona Skills Data www.BesondyLLC.com 17
  • 18. People • Not your father’s marketing department – Marketing ops – Data analyst – Content – Creative – Campaign strategy – Data manager – Social media – Digital media – Traditional media www.BesondyLLC.com 18
  • 19. The platform for the platform Management Buy-in Aligned Processes Content Persona Skills Data www.BesondyLLC.com 19
  • 20. Data • Contact list accuracy • Comprehensive • Quantity • Building vs. existing www.BesondyLLC.com 20
  • 21. The platform for the platform Management Buy-in Aligned Processes Content Persona Skills Data www.BesondyLLC.com 21
  • 22. Personas & segments • Knowing your buyer intimately is a sign of marketing maturity • Customized and personalized messages/offers produce higher conversion rates • MA enables highly personalized nurturing campaigns www.BesondyLLC.com 22
  • 23. The platform for the platform Management Buy-in Aligned Processes Content Persona Skills Data www.BesondyLLC.com 23
  • 24. Content • Content is both bait and fuel for engagement • Align to buyers journey stages and persona • Start simple • Quality (value) vs. quantity • Build a stable and a war chest www.BesondyLLC.com 24
  • 25. Content www.BesondyLLC.com 25 Unknown and unaware Positioned in category Interest Problem Need to solve Offer understood Preference formed Decision Contract
  • 26. Keep the goal in focus www.BesondyLLC.com 26 “The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.” – Bill Gates You are building an engine for revenue growth, not automating marketing
  • 27. Building a blue print for MAP, the FunnelPlan™ • Sales objectives • Strategy – What – To whom – Through whom – Against whom • Stages of buyer’s journey – Lead definition and hand-off • Funnel math / model • Tactics to produce required results and velocity • ID gaps in resources • ID where MA is required to make the plan happen • Prioritize the required MA functionality www.BesondyLLC.com 27 Three days that will put your company on the right course for a successful MAP implementation
  • 28. Contact www.BesondyLLC.com 28 Charles Besondy cbesondy@BesondyLLC.com 1-512-692-9642 www.BesondyLLC.com @CharlesBesondy Tips, tools, info and programs for pre-Marketing Automation planning www.BesondyLLC.com/pre-MAP-help

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