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 Secrets of Marketing Automation Presentation Transcript

    • What marketing automation companies don’t want you to know
    • The #1 Challenge of Business
      Almost 7 out of 10
      Source:MarketingSherpa
    • “Just buy our software and $’s will come.”
    • It’s not true.
    • 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
    • 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?
    • Content, baby, content
      Secret: You’ll need a LOT more than you have today
    • “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
    • 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
    • Don’t have skills
      Secret: You probably don’t have the people or skills to make this work.
    • 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”
    • 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
    • 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
    • What marketing automation companies don’t want you to know
    • 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.