Calling myself a bozo for not assessing MA platforms directly against business culture, strategy, and goals. -- We all know that MA is in service to the generating revenue and leads for the company; but selecting an MA platform should include an assessment of systems against your culture, brand, and core values to ensure the best fit long-term solution.
2) Marketing principles should come first, then the technology, when selecting MA platforms. -- Stay true to your core MARKETING DNA
3) Myth: All MA platforms pretty much do the same thing.
4) Marketing automation is best tackled with an Agile mindset – Be Willing to Make Mistakes. Let go of Perfection. -- Being more agile, iterative, and adaptive…. Versus big bang…. Willing to make mistakes: testing and try; Move Fast
5) It takes a Village – getting buy-in from C-Suite but don’t stop there – enlisting support from Sales, Services/Product Lines, and building cross-functional marketing teams.
It’s easy to get woo’ed by bells and whistles of the technology But remember the business you’re working in service of. Deep dive into business values/goals first, instead of technical components
I wish I would have ….paid more attention to aligning my business culture with the right tool Instead of looking at the tools and getting hyper focused on technical aspects – features, workflows, campaign canvases… etc
I wish I would have had a worksheet like this that compares our business values to the tools characteristics. ==== Don’t forget Customer Service! How do you think they will do?
Agile = transparent/collaborative and flexible culture. -- frequent system updates and releases -- adaptive and interative campaigns over Big Bang
Integrated (cross-functional, end to end services, see big picture)
Most MA RFPs only include very technical criteria
Expand that to cover the “Soft Side” of technology
the key defining attributes/characteristics of their system. If it were a person, how would you describe it?
Hold Them Accountable!!!! Call their Help Desk and see how fast they answer.
Similar to #1 about not forgetting the business vision/values, we also need to keep core Marketing Principles front and center when looking at MA software.
Is marketing technology killing the marketing spirit? How to keep the species alive? (hubspot is only one keeping marketing gusto alive and well)
Drucker: --The purpose of business is to create and keep a customer
I wish I would have kept Sound marketing principles at the core of my MA decision. Because: Content should drive your marketing automation programs, not the other way around Creativity – look for a system that will allow you to exercise your marketing creativity, not hamper it. Know your buyers inside and out (PERSONAS). What’s the market asking for? Personas, lifecycle stages, segmentation should be baked into the tool.
Always be Helping (ABH) – Always be closing – be constantly educating the buyer based on what they want to know and have shown an interest in.
The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself(Peter Drucker)
Don’t lose the creativity – look for a user friendly, fun system that combines the both of Art + Science (right and left brain) for the most marketing-friendly solution.
Art – Where you get to engage your clients/prospects: fun engaging subject lines, designs, CTAs, MAKE YOUR BRAND SHINE
Don’t get too enmeshed with technical aspects early on – Keep content, creativity, brand, … top of mind. -- Look for systems that will enable your marketing strategy
Content comes first. Technology second.
Used Eloqua as a raw top of funnel, outbound email blaster only.
“they all pretty much do the same thing”
I wish I would not have listened to people who said this!
There are big differences. First time around, went with Eloqua and used as top of funnel outgoing email blaster only. Didn’t realize there was so much more one tool could do.
Hubspot provided 50% more capabilities with inbound + outbound.
More vendors combining inbound and outbound today but don’t believe this myth.
LOOK for Major Differences between SYSTEMS! I wish I would have looked and expected more …. But 3 years ago when I went through first selection process, there weren’t quite as many vendors/systems as today and many not as robust.
Hubspot wasn’t as robust in email marketing as it is today. Was built inbound/SEO, keywords, content, blogging, and… worked backwards into email automation (reporting, user friendliness, social media integration, traffic sources, etc)
My first selection process; second selection process. Differences between the two. Handed decision over to my team – they did full initial demos, made recommendation to me.
Prediction: Systems will get more integrated/full-service (there’s not yet one full-service system that enables you to do everything, but they’re working hard)
Integrated approaches – campaigns in hubspot take personas, lifecycle stage, keywords, social media into account – all in one place.
Mobile – you don’t want to be in the business of getting code from your MA vendor!!!
Rohit Bhargava (likeanomics)
Loveable imperfection is necessary for survival (of the fittest) -- Marketers used to pride themselves on perfection. No more. Let it go. “Fail forward fast”
Done is better than perfect (Sheryl Sandberg/facebook): get the campaign out, don’t spend weeks perfecting it.
I wish I would have been less of a perfectionist and more Agile in my approach.
Use concepts like smart content to test; personalization, A/B testing, keep AUTOMATING…(goal lists, nurtures, etc)
Get everyone involved! Open up your doors, your kimono – use Agile principles and don’t be afraid to fail Be more transparent than ever Talk about your successes and your failures
It’s not just about technology b/c With any new technology system comes a major change management process.
Involve everyone from Sales and Consulting/Product Development/Delivery to C-Suite Execs and Operations(?)
We say: One Team, One Dream
We all work closely with Sales Execs each and every day to help drive better quality leads into the funnel
Meet regularly to report, get feedback, tell stories. Keep learning and educating (manage up and down) Plan for success Drink lots of coffee, or green tea
Hubspot celerity webinar_final
THE 5 THINGS I WISH
I KNEW BEFORE I
5 Things I Wish I
Knew Before I
12 PM ET / 9AM / 5 PM GMT
MEET TODAY’S GUESTS
VP of Marketing
Head of Market Intelligence
1. It’s About the Business, Bozo
2. Technology is a Tool, Marketing is a
3. Not all Platforms are Created Equal
4. Loveable Imperfection Rules
5. It Takes a Village
THE BIG 5
ASSESS YOUR :
‣ Business culture
‣ Strategies and goals
‣ Core values
‣ Brand attributes
… THEN ALIGN THEM WITH A SIMILAR
SYSTEM 1 SYSTEM 2 SYSTEM 3
Agile & Flexible
‣ Expand RFPs beyond technical
criteria to company values, culture,
‣ Create a business alignment
‣ Ask vendors what values guide
‣ Call their Support Line!
TECHNOLOGY IS A TOOL,
MARKETING IS A MINDSET
KEEP MARKETING CONCEPTS AT
‣ Content is King
‣ Creativity is Queen
‣ Personas & Buyer Profiles
‣ Always be Helping
What does this mean for your team/skillsets,
testing, reporting &
‣ Stay true to your inner marketing
‣ Channel Peter Drucker.
‣ Focus first on marketing strategy,
second on how technology
‣ Embrace both right and left brain
All Marketing Automation systems
pretty much do the same thing.
There are big differences between
‣ Major differences to look for:
inbound, outbound, SEO,
reporting, CRM integration,
mobile, ease of use.
‣ My first vs. second selection
‣ Outbound is only the tip of the
‣ Focus on diverse, integrated
‣ Don’t overlook mobile friendliness.
‣ Empower your team/users in the
Prediction: competitive landscape will
get smaller, systems more integrated
It’s time to let go of perfection. Our
new rallying cry is loveable
‣ Adaptive and iterative over Big
‣ There’s no silver bullet. But many
little bronze bullets.
‣ Embrace Reporting & Analytics, but
don’t belabor it
‣ Done is better than
‣ Test, iterate,
‣ Try Agile marketing.
A MAJOR CHANGE MANAGEMENT
IT TAKES A
‣ The Content Guru
‣ The Measurer & Enforcer
‣ The Designer
‣ The CRM Aligner
COMMON ATTRIBUTE: LOVE
‣ Establish an open and transparent
‣ Involve all key stakeholders early and
‣ Ask for their advice/insight.
‣ Train and educate.
‣ Keep it real (tell stories).