5 Step Recipe for Marketing Automation Readiness


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5 Step Recipe for Marketing Automation Readiness

  1. 1. Is Your Company Ready for Marketing Automation? Bryan Ehrenfreund Vice President of Digital Strategies Televerde
  2. 2. Poll Question How would you rate your organization on the Marketing Automation Maturity scale? 1. Don’t have marketing automation and not on our radar. 2. Don’t have marketing automation but we’re considering it. 3. Have marketing automation but use it only for email blasting. 4. Have marketing automation installed and are utilizing advanced functionality like lead nurturing, lead scoring, progressive profiling and CRM integration.
  3. 3. Market Trends IDC predicts overall market for automated marketing will grow from $3.2 billion in 2010 to $4.8 billion in 2015. Gartner predicts by 2017 the CMO will spend more on IT than the CIO.
  4. 4. 3 Key Trends Driving Adoption 1. Changing buyer behaviors forced companies to change how they market and sell. 2. The 2008 recession permanently altered how companies approach revenue generation and measurement. 3. The software-as-a-service (SaaS) delivery model made the technology available to many more companies than ever before.
  5. 5. Buying Has Changed Forever OLD DAYS: INFO SCARCITY 1960’s - Recent TODAY: INFO ABUNDANCE BUYER SALES REP SALES REP © 2012 Televerde, LLC
  6. 6. 4 Common Issues #1: Lack of a Plan
  7. 7. 4 Common Issues #2: Batch & Blast
  8. 8. 4 Common Issues #3. Instant Results
  9. 9. 4 Common Issues #4: Diving into Technology
  10. 10. Building the House
  11. 11. The Right Mix
  12. 12. 5 Step Recipe for Readiness B2B Marketing Organizations Lack Risk of Not Being Prepared How to Prepare for Marketing Automation Lead Management Process Marketing generates low-quality leads that frustrate the sales team • Develop an integrated lead-torevenue management process • Lead definitions • Service level agreement • Sales & Marketing Alignment Strategic Content Creation Messages don’t resonate with buyers’ needs and just focus on products and promotions • Enlist help from subject matter experts in business units • Audit the content library to ensure it’s relevant and aligned with buyer needs • Develop a sufficient volume of content to sustain an ongoing nurturing program • Define customer personas
  13. 13. 5 Step Recipe for Readiness B2B Marketing Organizations Lack Risk of Not Being Prepared How to Prepare for Marketing Automation Data Quality Wasting budgets by marketing to the wrong people; unable to take advantage of advanced automation of marketing • Acquire relevant contact data for target markets Talent and Skills Poor execution and under-performing campaign results • Have people with the technical, marketing and data prowess necessary to establish, execute and optimize MAP-driven programs Human Touch Poor lead quality • Validate, correct digital behaviors, and accelerate to appropriate next step
  14. 14. Recommendations      Assess your state of readiness Don’t put technology ahead of organizational readiness Build a solid foundation Marketing Automation Motto: “Be Prepared” Think big but start small
  15. 15. Contact Bryan Bryan Ehrenfreund VP of Digital Strategies bryan.ehrenfreund@televede.com Direct: +1 480.303.7078 Televerde provides end-to-end marketing and sales solutions that make B2B sales pipelines stronger and faster with maximum ROI, while making marketing and sales executives smarter. Twitter: @ehrenfreund www.televerde.com blog.televerde.com