Marketing automation - bridging the gap between technology and marketing

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The story of what goes wrong with marketing automation programmes - and how to stop it happening.

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Marketing automation - bridging the gap between technology and marketing

  1. 1. MARKETING AUTOMATION
  2. 2. Marketing Automation is for life, not just for Christmas…
  3. 3. This Christmas, many B2B marketers will be hoping for a marketing automation solution. And that’s great. Marketing Automation can be faithful companion.
  4. 4. But too often these fantastic solutions are left in the corner and neglected, once the excitement has died down.
  5. 5. Is your marketing worth automating?
  6. 6. You can do great marketing without automation. People have been for years. But that marketing may not translate well into automation.
  7. 7. You can do rubbish marketing without automation. People have been for years. But that marketing may not be transformed by automation.
  8. 8. Don’t get caught up in trying to write a new marketing strategy or build new campaigns as part of your marketing automation implementation.
  9. 9. Choose a system. Follow vendor’s implementation plan. Create campaigns based on implementation milestones and system functionality.
  10. 10. Build your plans and campaigns first (but build them in the knowledge of what automation can do to help). Then you’ll be using the system from the first day you pay for it.
  11. 11. So what’s our role at The Marketing Practice? We bridge the gap between deep technology understanding and classic marketing thinking.
  12. 12. In other words, we do: Scoping and strategy Campaign development and delivery
  13. 13. Scoping and strategy Vendor-agnostic scoping and evaluation of Marketing Automation solutions
  14. 14. Scoping and strategy Building the business case for Marketing Automation
  15. 15. Scoping and strategy Supporting implementation and CRM alignment
  16. 16. Scoping and strategy Content and insight strategy
  17. 17. Scoping and strategy Data strategy
  18. 18. Campaign development and delivery Audience profiling and intelligence
  19. 19. Campaign development and delivery Lead-scoring development and optimisation
  20. 20. Campaign development and delivery Audience journey and workflow creation
  21. 21. Campaign development and delivery Content creation and creative development
  22. 22. Campaign development and delivery Full integration with an Inside Sales lead generation model
  23. 23. Campaign development and delivery Campaign deployment and closed loop reporting
  24. 24. Campaign development and delivery Campaign project management
  25. 25. Get in touch: @TMPMattHanks mhanks@themarketingpractice.com

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