Marketing Automation Workshop - Puget Sound American Marketing Association


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My presentation for the Puget Sound AMA Workshop on Marketing Automation.

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  • Does NOT automate marketingDoes NOT magically generate revenue Does NOT replace how humans develop relationships and engage customersIs NOT about batch and blast emailsIs NOT easy
  • Marketing Automation Workshop - Puget Sound American Marketing Association

    1. 1. MARKETING AUTOMATION SUCCESS WORKSHOP Brian Hansford Director – Client Services Heinz Marketing Tw. @RemarkMarketing
    2. 2. Brian’s Explanation • Marketing Automation Supports a demand generation strategy and lead management process. Helps to efficiently segment and target personas, delivers content through inbound and outbound channels, scores behavioral interest, and captures data to analyze results and predict opportunities. • Workflow: MA integrates with CRM and executes lead process workflows based on rules and events defined by Marketing and Sales. • Content: MA schedules, delivers, manages, and scores content consumption. • Science: MA captures data to help marketers score leads, evaluate campaign performance, track revenue contribution and look forward to potential future results.
    3. 3. Tools and Technology are not a Strategy Keep the Customer at the Center NOT the technology
    4. 4. Platform Segmentation *not comprehensive listing • • Highly scalable CRM Integration Multi-channel lead nurturing Social platform integration Lead scoring Robust analytics Complex Extended platform integrations Sales-led nurturing Support organization Passionate communities Strong partners • • • • SMB Focus Basic CRM Integration Basic lead nurturing Basic Lead scoring • Pardot • Silverpop • Act-On Eloqua Marketo InfusionSoft Net-Results HubSpot LoopFuse Basic analytics Ease of use focus Limited platform integrations Inconsistent support Moderate scalability CRM Integration Simple lead nurturing Basic lead scoring Basic analytics Moderate complexity Some platform integrations Basic support ops Limited community • • • • • • Email only or Landing Pages only Basic to no CRM integration Clear small business focus Limited scale Constant Contact MailChimp MyEmma iContact VerticalResponse Unbounce
    5. 5. 5 Planning Areas for 2014 Marketing Automation Success Process People Platform Content Data
    6. 6. Process
    7. 7. 2014 Process Checklist Demand Generation Strategy Definitions of Qualified Leads and Opportunities Customer persona segmentation Lead management process definition Metrics for Success
    8. 8. The Most Critical Resource
    9. 9. 2014 People Checklist  Demand Generation Training  Platform Training  Analytics Training  Content Marketing Training  Social Media Training
    10. 10. Content
    11. 11. 2014 Content Checklist Without content, demand generation campaigns won’t even get off the line Content strategy – Think Gold! Map content to the buyer’s journey of YOUR customers Mix it up: One white paper won’t fuel a campaign Measure asset consumption B2B Buyers have completed 67% of the purchase decision process before ever talking to a sales rep. -Sirius Decisions
    12. 12. Platform
    13. 13. 2014 Platform Checklist Supports the demand generation strategy Serves targeted content at the right intervals Integrated and Synchronized with CRM Multi-touch nurturing campaigns Scores behaviors for interest and buying signals Works through multiple channels including web, social, mobile, events, and email Data management capabilities Analytics Supported with existing people resources and capabilities
    14. 14. Data Health
    15. 15. 2014 Data Health Checklist The single most critical issue for Marketing Automation in 2014 Define data management standards Opt-In and privacy policy Contact governance and cadence Email deliverability standards Spam complaint mitigation Phone contact standards Record completeness Cleaning, normalizing, appending
    16. 16. Let’s Get to Work!
    17. 17. Thank You! Brian Hansford Email: Twitter: @RemarketMarketing