10 Reasons Why Marketing Automation Fails


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Want to Ensure Your Marketing Automation Solution Produces the Results You Want?

Marketing Automation software is often positioned as a tool that will fix all of your marketing problems for a couple thousand dollars a month.

Not true.

Your choice of software is important, but your strategic approach to implementing the system is paramount to your success. In this webinar, marketing consultant and popular marketing automation blogger Jep Castelein will share 10 reasons why marketing automation projects fail. Attend this webinar to:

•Explore the common mistakes that cause marketing automation project failure

•Learn what steps you can take to prepare your organization for successful implementation

•Identify key purchase criteria in choosing a solution that’s right for you

Published in: Technology, Business
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  • Hi everyone. I’m Emily Mayfield, Marketing Manager here at Manticore Technology. Thanks so much for joining us for today’s Webinar. . In this webinar, marketing consultant and popular marketing automation blogger Jep Castelein will share 10 reasons why marketing automation projects fail and how you can avoid them. I’d like to go over a couple of housekeeping items: Today’s webinar is being recorded.The slides and the recorded presentation will be available to you 24 hours after the live webinar. You will receive an email tomorrow providing you with a link to view the recorded webinar. We will also post the slides on Slideshare.net…so you can download them there. We certainly welcome your questions and will be answering them at the dedicated during our dedicated Q&A. On the right of your screen, you see a place you can type your question and submit them throughout the presentation. So please feel free to do so, and we will answer them at the end.
  • So before we begin, I’d like to quickly go over today’s agenda. I’ll start by introducing our speakers and then we’ll do a brief Market Overview and tell you a little bit about Manticore. Then we’ll start exploringthe common mistakes many organizations make that result in marketing automation project failure and share what you can do to avoid those mistakes and properly prepare your organization for success. Finally, we’ll give you a couple of tips on going forward in choosing a solution and building a strategy that is right for you. And then of course, we will end with the Q&A.
  • Emily: So, I’d like to take a minute to introduce our speakers. Today you will hear from: Christopher Doran: VP of Marketing for Manticore Technology. Christopher is a longtime thought leader in marketing automation. He is a founding members of Manticore Technology and is one of the decision-makers for the company’s overall growth strategy and business plan and oversees global marketing and business development.And our Key Note Speaker is: Jep Castelein – Principal Consultant of LeadSloth, an agency specialized in marketing automation and demand generation. Jep has helped many btob companies build a strategy around their marketing automation deployment and overcome hurdles to ensure success. He is also a popular marketing automation blogger and industry thought leader. Before starting LeadSloth, Jep was responsible for marketing automation and demand generation in high-tech companies in the US and Europe. So, now I’ll go ahead and hand it over to Christopher to begin the presentation.
  • Emily: Thanks so much to our presenters, we are now going to begin taking questions…But for those of you that do not have time to listen to the Q&A, thanks so much for attending the webinar, and if you would like to learn more about Manticore Technology and marketing automation solutions, please visit our web site at www.ManticoreTechnology.com. And we have quite a few resources available to you in our resource center if you would like to do more research. If you are considering a purchase, I would encourage you to download our latest whitepaper: Marketing Automation Lessons from the Trenches. Many of the stats on today’s webinar were pulled from this survey. Okay, we’ll open it up for questions….
  • Ending….Emily: So, this concludes the Q&A portion of our webinar Again, I’d like to encourage anyone that is curious to know more about marketing automation or is considering a purchase to visit our web site and take advantage of our resource center.  If we did not get to your question or if you think of one in the future, please feel free to contact us and we’d be happy to answer anything we can. Also, Manticore will be an exhibitor at Dreamforce in San Fran on November 17 – 20th , if any of you are planning on attending, we would love for you to stop by booth 1110. We’ll be doing a lot of good giveaways and would love to see you there.  Thanks so much for attending, and we look forward to having you on our next webinar. 
  • 10 Reasons Why Marketing Automation Fails

    1. 1. How to Avoid 10 Marketing Automation Pitfalls<br />November 5, 2009<br />
    2. 2. Today’s Webinar<br />Agenda<br />Overview<br />10 Reasons Marketing Automation Projects Fail<br />Preparing your Organization for Success<br />Moving Forward<br />Q & A<br />
    3. 3. Speakers<br />Christopher Doran<br />VP, Marketing – Manticore Technology<br />Jep Castelein<br />Principal Consultant – LeadSloth<br />
    4. 4. About Manticore Technology<br />Founded in 2001<br />Driving force in Marketing Automation since 2003<br />Six years of development & infrastructure support our customers around the globe<br />Product delivers un-matched usability and robust power:<br />Configurable UI to meet your needs<br />Lead nurturing to develop a business process<br />Deepest CRM integration in industry<br />Dedicated Customer Success Manager (CSM) to help ensure customers success in developing business process<br />It’s about process – not technology for technology sake<br />People<br />Process<br />Technology<br />
    5. 5. Customers Around the Globe<br />TECHNOLOGY<br />MEDICAL & INSURANCE<br />MARKETING<br />FIANANCIAL<br />BUSINESS SERVICES<br />
    6. 6. Marketing Automation Challenge<br />“Only 20% of B2B marketing organizations are using a marketing automation solution today. 50% of these users aren’t using the MA solution close to their full potential.”<br />- Jonathan Block<br />Vice President, Service Director<br />Sirius Decisions<br />
    7. 7. Beyond Technology<br />Marketing Automation Technology is only part of the solution.<br />Beware of those that say “it’s so easy – just install this”<br />Need People, Process, & Technology<br />As you plan marketing automation in your org, here’s 10 pitfalls to avoid<br />
    8. 8. Jep Castelein<br />Jep Castelein<br />Principal Consultant – LeadSloth<br />www.leadsloth.com<br />
    9. 9. Pitfall 1<br />Unclear Prospect Profile<br />Develop ideal lead profile<br />Develop personas<br />Talk to actual customer or prospects<br />
    10. 10. Pitfall 2<br />No Interesting Content<br />Thought Leadership<br />Great content is about them, not you<br />
    11. 11. Pitfall 3<br />Not Enough Leads<br />Start with a minimum number of leads<br />Continue to focus on lead generation<br />
    12. 12. Pitfall 4<br />Sales & Marketing Don&apos;t Get Along<br />Collaborate on campaign design<br />“Over-communicate”<br />Set realistic expectations<br />
    13. 13. Pitfall 5<br />Lack of Expertise<br />Analytical and creative<br />Software skills<br />Sales and marketing skills<br />
    14. 14. Pitfall 6<br />Bad Business Model<br />GIGO<br />Use market feedback to validate business model<br />When validated, automate and measure<br />
    15. 15. Pitfall 7<br />Process Not Documented<br />Avoid dead ends<br />Focus resources on the most promising leads<br />Respond to buyer needs<br />
    16. 16. Pitfall 8<br />No Board-Level Buy-in<br />Marketing Automation requires organizational change<br />Many departments will be involved<br />
    17. 17. Pitfall 9<br />Assuming It Will Be Easy<br />Expectations management is essential<br />Continuous optimization required<br />
    18. 18. Pitfall 10<br />Failure to Define Success<br />Choose metrics that are important to you<br />Set goals<br />Measure continuously<br />
    19. 19. Summary<br />Key Take Aways: <br />Marketing Automation can have a major impact on the effectiveness of your sales & marketing teams<br />Marketing Automation is not that hard, once you know what issues to look out for.<br />Don’t be afraid to get started. <br />
    20. 20. Moving forward <br />Think Business Process<br />Executive buy-in<br />In choosing a solution, does it solve your business process needs?<br />Beware of it’s “so easy a monkey could use it”.<br />Solution can be usable<br />The business process can be challenging<br />Next Steps<br />Stop by at Dreamforce. Booth 1110<br />Case Studies at: manticoretechnology.com<br />
    21. 21. Q& A<br />Q & A<br />
    22. 22. Contact Info<br />Jep Castelein<br />Principal Consultant – LeadSloth<br />LeadSloth Blog: http://www.leadsloth.com<br />Email: jep@leadsloth.com<br />Phone: 1-888-4A-SLOTH (427-5684) <br />Twitter: http://twitter.com/jepc<br />Christopher Doran<br />VP, Marketing – Manticore Technology<br />Blog: http://blog.manticoretechnology.com/<br />Email: Christopher@manticoretechnology.com<br />Phone: 1 (866) MANTICORE <br />Twitter: http://twitter.com/cdoran<br />