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O2 Eloqua Marketing Automation implementation


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Paul Stevenson's presentation from our last Sales and Marketing Forum. Practical insights from his own experiences implementing marketing automation (specifically Eloqua) over the last 12 months.

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O2 Eloqua Marketing Automation implementation

  1. 1. The new 4 Ps of Marketing Automation Implementation Presented by: Paul Stevenson Head of Enterprise Marketing Service Telefónica UK @paul_stevenson
  2. 2. Priorities People Process Platforms Performance
  3. 3. People • Who you have • What skills they have • What tasks do individuals deliver? › Content/content and execution/execution • How does the department operate and function with each other?
  4. 4. People – Pre MA Content development Mix of content development and execution Channel execution
  5. 5. People – Post MA Content development Mix of content development and execution Channel execution
  6. 6. Get the right people, with the right skills in the right positions – your success will depend on it! People – Post MA
  7. 7. Process
  8. 8. Process • How work ‘flows’ through marketing › Who initiates? › Who approves? › Who briefs who? › Rules around Compliance (brand and legal) › Timescales & SLA’s › Success measures
  9. 9. Create time, to think through in detail how your department will function – there is no avoiding it. Document it and agree it! Process – Key learning
  10. 10. • Clear data strategy › Quality/compliance/integrity/regulation • Clear ownership • Continual programme – it will never end › Soft bounces/unsubscribe/sales team changes • Segmentation rules › Sector/job role/job grade/customer status Platforms – Data
  11. 11. Platforms – Our ecosystem • Data management • Pipeline reporting • Sales opportunity handover and management • eDM build • Landing page build • Campaign deployment • Digital footprint analysis • MI and reporting for campaign ROI
  12. 12. • Resourcing • Functionality • Product Roadmap • Training / Development needs • Cost • Ease of Implementation • Who else uses it? • Account Support • Technical Support Platforms - Things to consider
  13. 13. It all starts with a clear data strategy, then careful consideration of the MA platform. Platforms – Key learning That decision will live with you for a potentially very long time.
  14. 14. Performance • Consider a phased launch approach › Hospitality/events/comms/campaigns/trigger • Do not drown the team › New process/job roles/ways of working • Think of end-to-end functionality › Planning/creation/deployment/reporting • Building content funnels, for clear customer journeys • Build confidence and stakeholder engagement › Based on actual results
  15. 15. This is a marathon and not a sprint. A phased launch approach allows you to review, adapt and enhance with each new process you automate. Performance – Key learning It also allows time to stakeholder manage your sales teams and senior management, whilst proving ROI.