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Marketing Auto-what? - Tisha Jones

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In her presentation, Tisha Jones, Senior Manager Global Marketing at the Society of Petroleum Engineers, shares the many benefits of using marketing automation, how to attain stakeholder buy-in, and …

In her presentation, Tisha Jones, Senior Manager Global Marketing at the Society of Petroleum Engineers, shares the many benefits of using marketing automation, how to attain stakeholder buy-in, and how to enable your company to achieve success with the software.

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  • Marketing had accountability for email program and performance, but no authority

Transcript

  • 1. Page 1 © 2014 Marketo, Inc.#MKTGNATION14 Marketing Auto-what? Marketing Automation - A How-to Guide for the Absolute Beginner Tisha Jones Senior Manager Global Marketing, Society of Petroleum Engineers
  • 2. Page 2 © 2014 Marketo, Inc.#MKTGNATION14 Who we are • Global professional society • 124,000 members in 113 countries • Serve individuals working in the upstream exploration and production industry
  • 3. Page 3 © 2014 Marketo, Inc.#MKTGNATION14 Our situation • Very old email system • Unique idea for using marketing automation
  • 4. Page 4 © 2014 Marketo, Inc.#MKTGNATION14 Enough about us…let’s get ready to roll!
  • 5. Page 5 © 2014 Marketo, Inc.#MKTGNATION14 How to assess if you are ready • Do you have a vision of a better way of doing things? • Do you understand what marketing automation does? • Are you ready to empower your “process” side? • If yes… then go for it!
  • 6. Page 6 © 2014 Marketo, Inc.#MKTGNATION14 How to sell the idea to management • It’s marketing automation…not marketing autopilot.
  • 7. Page 7 © 2014 Marketo, Inc.#MKTGNATION14 Tips to help you sell it • Show a vision of a better way • Know the terminology and the basic concepts • Be realistic and don’t oversell it • Use data to demonstrate the problem • Anticipate your roadblocks and be ready for them
  • 8. Page 8 © 2014 Marketo, Inc.#MKTGNATION14 How to decide on the tool • Take the tool out of the discussion • Focus on what you want to achieve • Rank/prioritize desired aspects • Build RFP around them • Have a solid recommendation message to management
  • 9. Page 9 © 2014 Marketo, Inc.#MKTGNATION14 How to not freak out once the agreement is signed • Breathe. You can do this. • Shift into process/project management mode • Get others to help you • Get a timeline ready • Breathe. You can do this. Really.
  • 10. Page 10 © 2014 Marketo, Inc.#MKTGNATION14 Your roadmap to getting started…
  • 11. Page 11 © 2014 Marketo, Inc.#MKTGNATION14 Tips to get started • Document EVERYTHING • Create a User Guide • Don’t try to do everything all at once • Pull staff along with you • Be prepared to train and retrain
  • 12. Page 12 © 2014 Marketo, Inc.#MKTGNATION14 How to onboard it…jump on in! • Don’t wait until you have all the info you think you need
  • 13. Page 13 © 2014 Marketo, Inc.#MKTGNATION14 Implementation…get help from others!
  • 14. Page 14 © 2014 Marketo, Inc.#MKTGNATION14 Tips for Implementation • Be ok with 80/20. Perfection won’t happen • Have a plan and get input • Start the dialogue early • As you build your knowledge, SHARE IT
  • 15. Page 15 © 2014 Marketo, Inc.#MKTGNATION14 How to get equipped • Homegrow your talent and learn with them • Have a vision of what to accomplish – not what to do • Engage staff who are impacted • Make time to engage • Keep lists of issues, action items • Change course if needed
  • 16. Page 16 © 2014 Marketo, Inc.#MKTGNATION14 How to recognize your successes and enjoy the ride • Cost • Time • Quality
  • 17. Page 17 © 2014 Marketo, Inc.#MKTGNATION14 Successes – Present and Future • USD 250k savings in marketing staff time in the first year alone • Brought a function home to the right department • Making the most of the leads we have • Increasing engagement levels – critical for retention
  • 18. Page 18 © 2014 Marketo, Inc.#MKTGNATION14 Q&A Tisha Jones Senior Manager Global Marketing, Society of Petroleum Engineers