O2 Eloqua Marketing Automation implementation

2,651 views

Published on

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.

Published in: Marketing
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,651
On SlideShare
0
From Embeds
0
Number of Embeds
498
Actions
Shares
0
Downloads
53
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

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.

×