Secrets of Marketing Automation
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Secrets of Marketing Automation

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What marketing automation companies don't want you to know. Why 3/4 of buyers don't get full value.

What marketing automation companies don't want you to know. Why 3/4 of buyers don't get full value.

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Secrets of Marketing Automation Presentation Transcript

  • 1. What marketing automation companies don’t want you to know
  • 2. The #1 Challenge of Business
    Almost 7 out of 10
    Source:MarketingSherpa
  • 3. “Just buy our software and $’s will come.”
  • 4. It’s not true.
  • 5. 7 Secrets of Marketing Automation
    New coat of paint
    Content, baby, content
    “What do you mean our website won’t work?”
    Garbage in, garbage out
    Don’t have skills
    Old sales processes don’t’ work
    CRM changes needed
    Source: DemandGenReport
  • 6. New Coat of Paint
    Secret: A lot bigger change than they want you to think
    BIG changes and not simple. It’s a long road.
    Requires careful planning
    Implementation partner more important than software
    Do you have in-house
    skills?
  • 7. Content, baby, content
    Secret: You’ll need a LOT more than you have today
  • 8. “What do you mean our website won’t work?”
    Secret: Your website probably needs major changes
    Change goal of website
    Was Leads/Now
    learning
    Track behavior and serve content
    Re-orient for customers, prospects and buyers
    Need LOTS of landing pages
  • 9. Garbage in, garbage out
    Marketing automation requires clean data
    IDC “Half of leads in B2B are obsolete”
    Need vigilant database cleansing
    Huge, never-ending job
    De-duplication
    Scrubbing
    Creating
    Probably need new internal processes
    Secret: You probably need a LOT better data to make this work
  • 10. Don’t have skills
    Secret: You probably don’t have the people or skills to make this work.
  • 11. Old Sales Processes Don’t Work
    Secret: The way sales has been qualifying and nurturing leads won’t work anymore
    Unlearn old processes/Reinvent new processes
    “Without process sales will do what its always done and marketing will grow frustrated” Ardath Albee
    “One of the thorniest problems”
  • 12. CRM Changes Needed
    Secret: You need real cooperation between sales and marketing
    Walls between sales and marketing need to fall
    Deals will flow back and forth
    Encompass sales, marketing, support, etc.
    Need much more formal processes
  • 13. 7 Secrets
    New coat of paint
    Content, baby, content
    “What do you mean our website won’t work?”
    Garbage in, garbage out
    Don’t have skills
    Old sales processes don’t’ work
    CRM changes needed
    Source: DemandGenReport
  • 14. What marketing automation companies don’t want you to know
  • 15. About Us
    www.findnewcustomers.net
    Check out our Marketing Automation Acceleration Service where we address the “Ferraris collecting dust” problem.
    Find New Customers “Lead Generation Made Simple” helps businesses change and adapt to the new realities of B2B marketing. We pay particular attention on people issues and culture changes that block improvement. Our expertise in B2B demand generation means you develop higher quality leads, shorter sales cycles, and faster revenue growth.
    We’re also author of the definitive guide , How to Find New Customers.