Is your marketing good enough to automate?

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Marketing Automation is simple, if you believe the sales pitch from some of the software vendors. So why do most automation projects fail to deliver promised ROI benefits? Perhaps it's not all as straightforward as first thought, and there is much work to be done beyond the user training courses.

This webinar was delivered on 11 November 2013 via Brighttalk - you can listen to the full webcast on https://www.brighttalk.com/webcast/43/90421

Published in: Marketing, Business, Technology
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  • I,m a B2B Marketer with nearly 30 years experience. Most was at IBM in UK, European and WW roles where I spearheaded several transformational projects around marketing process, data, nurturing and automation. I lead the team that deployed marketing automation in UK – a pilit for what is now claimed to be the largest global deployment of B2B MA on the planet.I’m also an active member of the IDM B2B Council – which is the only government accredited…
  • If you perform well against all these criteria you’re in a great position to get an outstanding ROI from your marketing automation projectBut if you don’t, the ROI will be delayed or diminished – so be really careful about declaring benefit delivery too earlyIn reality most MA projects I’ve seen struggle to deliver the ROI that was promised, precisely cos of this point.That’s not to say that you shouldn’t go ahead until all your marketing ducks are lined up But you do need to be clear about setting expectations.You can deploy MA software in a few weeks or monthsTransforming your marketing culture so that it exhibits these behaviours will take considerably longer.So we have choices:Fix and transform our processes and approach, or at least the most broken ones, before deploying or deploy the technology and set expectations that this is a transformation project rather than a tools deployment and that the benefits. By using the term Mktg Automation, we tend to set an expectation, particularly with those outside of marketing, that
  • If you perform well against all these criteria you’re in a great position to get an outstanding ROI from your marketing automation projectBut if you don’t, the ROI will be delayed or diminished – so be really careful about declaring benefit delivery too earlyIn reality most MA projects I’ve seen struggle to deliver the ROI that was promised, precisely cos of this point.That’s not to say that you shouldn’t go ahead until all your marketing ducks are lined up But you do need to be clear about setting expectations.You can deploy MA software in a few weeks or monthsTransforming your marketing culture so that it exhibits these behaviours will take considerably longer.So we have choices:Fix and transform our processes and approach, or at least the most broken ones, before deploying or deploy the technology and set expectations that this is a transformation project rather than a tools deployment and that the benefits. By using the term Mktg Automation, we tend to set an expectation, particularly with those outside of marketing, that
  • If you perform well against all these criteria you’re in a great position to get an outstanding ROI from your marketing automation projectBut if you don’t, the ROI will be delayed or diminished – so be really careful about declaring benefit delivery too earlyIn reality most MA projects I’ve seen struggle to deliver the ROI that was promised, precisely cos of this point.That’s not to say that you shouldn’t go ahead until all your marketing ducks are lined up But you do need to be clear about setting expectations.You can deploy MA software in a few weeks or monthsTransforming your marketing culture so that it exhibits these behaviours will take considerably longer.So we have choices:Fix and transform our processes and approach, or at least the most broken ones, before deploying or deploy the technology and set expectations that this is a transformation project rather than a tools deployment and that the benefits. By using the term Mktg Automation, we tend to set an expectation, particularly with those outside of marketing, that
  • If you perform well against all these criteria you’re in a great position to get an outstanding ROI from your marketing automation projectBut if you don’t, the ROI will be delayed or diminished – so be really careful about declaring benefit delivery too earlyIn reality most MA projects I’ve seen struggle to deliver the ROI that was promised, precisely cos of this point.That’s not to say that you shouldn’t go ahead until all your marketing ducks are lined up But you do need to be clear about setting expectations.You can deploy MA software in a few weeks or monthsTransforming your marketing culture so that it exhibits these behaviours will take considerably longer.So we have choices:Fix and transform our processes and approach, or at least the most broken ones, before deploying or deploy the technology and set expectations that this is a transformation project rather than a tools deployment and that the benefits. By using the term Mktg Automation, we tend to set an expectation, particularly with those outside of marketing, that
  • If you perform well against all these criteria you’re in a great position to get an outstanding ROI from your marketing automation projectBut if you don’t, the ROI will be delayed or diminished – so be really careful about declaring benefit delivery too earlyIn reality most MA projects I’ve seen struggle to deliver the ROI that was promised, precisely cos of this point.That’s not to say that you shouldn’t go ahead until all your marketing ducks are lined up But you do need to be clear about setting expectations.You can deploy MA software in a few weeks or monthsTransforming your marketing culture so that it exhibits these behaviours will take considerably longer.So we have choices:Fix and transform our processes and approach, or at least the most broken ones, before deploying or deploy the technology and set expectations that this is a transformation project rather than a tools deployment and that the benefits. By using the term Mktg Automation, we tend to set an expectation, particularly with those outside of marketing, that
  • If you perform well against all these criteria you’re in a great position to get an outstanding ROI from your marketing automation projectBut if you don’t, the ROI will be delayed or diminished – so be really careful about declaring benefit delivery too earlyIn reality most MA projects I’ve seen struggle to deliver the ROI that was promised, precisely cos of this point.That’s not to say that you shouldn’t go ahead until all your marketing ducks are lined up But you do need to be clear about setting expectations.You can deploy MA software in a few weeks or monthsTransforming your marketing culture so that it exhibits these behaviours will take considerably longer.So we have choices:Fix and transform our processes and approach, or at least the most broken ones, before deploying or deploy the technology and set expectations that this is a transformation project rather than a tools deployment and that the benefits. By using the term Mktg Automation, we tend to set an expectation, particularly with those outside of marketing, that
  • If you perform well against all these criteria you’re in a great position to get an outstanding ROI from your marketing automation projectBut if you don’t, the ROI will be delayed or diminished – so be really careful about declaring benefit delivery too earlyIn reality most MA projects I’ve seen struggle to deliver the ROI that was promised, precisely cos of this point.That’s not to say that you shouldn’t go ahead until all your marketing ducks are lined up But you do need to be clear about setting expectations.You can deploy MA software in a few weeks or monthsTransforming your marketing culture so that it exhibits these behaviours will take considerably longer.So we have choices:Fix and transform our processes and approach, or at least the most broken ones, before deploying or deploy the technology and set expectations that this is a transformation project rather than a tools deployment and that the benefits. By using the term Mktg Automation, we tend to set an expectation, particularly with those outside of marketing, that
  • If you perform well against all these criteria you’re in a great position to get an outstanding ROI from your marketing automation projectBut if you don’t, the ROI will be delayed or diminished – so be really careful about declaring benefit delivery too earlyIn reality most MA projects I’ve seen struggle to deliver the ROI that was promised, precisely cos of this point.That’s not to say that you shouldn’t go ahead until all your marketing ducks are lined up But you do need to be clear about setting expectations.You can deploy MA software in a few weeks or monthsTransforming your marketing culture so that it exhibits these behaviours will take considerably longer.So we have choices:Fix and transform our processes and approach, or at least the most broken ones, before deploying or deploy the technology and set expectations that this is a transformation project rather than a tools deployment and that the benefits. By using the term Mktg Automation, we tend to set an expectation, particularly with those outside of marketing, that
  • Is your marketing good enough to automate?

    1. 1. Is Your Marketing Good Enough to Automate? November 2013 Pete Jakob @curdridge www.purplesalix.com Purple Salix Marketing Science, Marketing Transformation, Business Impact
    2. 2. Purple Salix Poll 1 07/11/2013 2
    3. 3. Purple Salix 07/11/2013 3
    4. 4. Purple Salix 07/11/2013 4
    5. 5. Purple Salix 07/11/2013 5
    6. 6. Purple Salix “ Engage in remarkable conversations... “ 07/11/2013 6
    7. 7. Purple Salix “ Engage in remarkable conversations... With the right customer communities… “ 07/11/2013 7
    8. 8. Purple Salix “ Engage in remarkable conversations... With the right customer communities… In an inspiring way… “ 07/11/2013 8
    9. 9. Purple Salix “ Engage in remarkable conversations... With the right customer communities… In an inspiring way… Through the most relevant method… “ 07/11/2013 9
    10. 10. Purple Salix “ Engage in remarkable conversations... With the right customer communities… In an inspiring way… Through the most relevant method… 07/11/2013 “ Which builds relationships… 10
    11. 11. Purple Salix “ Engage in remarkable conversations... With the right customer communities… In an inspiring way… Through the most relevant method… And creates value for both parties. 07/11/2013 “ Which builds relationships… 11
    12. 12. Purple Salix “ Engage in remarkable conversations... With the right customer communities… In an inspiring way… Through the most relevant method… And creates value for both parties. 07/11/2013 “ Which builds relationships… 12
    13. 13. Purple Salix Poll 2 07/11/2013 13
    14. 14. Purple Salix 07/11/2013 14
    15. 15. Purple Salix  Thinking  Planning  Create compelling content  Sales Engagement  Customer Centricity  Improve your outbound data 07/11/2013 15
    16. 16. Purple Salix This is Marketing Transformation Not Just Marketing Automation! 07/11/2013 16
    17. 17. Purple Salix Communication Performance Measurement CRM Integration Lead Scoring Vision 10 1 9 Data Quality 2 8 3 7 4 6 Marketing Automation 5 Content Marketing Sales Alignment Campaign Design (inc nurturing)
    18. 18. Purple Salix 07/11/2013 18
    19. 19. Purple Salix 1. 2. 3. 4. 5. 19 Create a clear vision Agree Clear objectives Obsess about Data It’s not (Just) the Tool Get the right skills 6. 7. 8. 9. 10. Be Realistic Control Scope Crawl, Walk Run Communicate Constantly Plan For and Expect Change
    20. 20. Pete Jakob Purple Salix Limited Email: pete@purplesalix.com Twitter: @curdridge Tel: +44 7710 820512 Web: www.purplesalix.com 20

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