This document provides a roadmap for successful marketing automation implementation with four key milestones. Milestone 1 focuses on demonstrating early success while laying foundations for long-term strategies. It involves setting objectives, developing skills, focusing on data quality and completeness, conducting a content audit, creating a user guide, and establishing metrics for tracking success.
My Awesome Guide to Marketing Automation SuccessCRMT Digital
This document provides a guide for achieving marketing automation success. It outlines 4 milestones in the marketing automation journey: 1) The Journey Begins, where the objectives are set and early campaigns are run; 2) Reaping the Rewards, when processes are established and results are shown; 3) Marketing Comes Into Its Own, when sales and marketing alignment emerges and lead scoring is implemented; and 4) The Journey Continues, focusing on continuous improvement. The guide stresses the importance of data quality, content, documentation, metrics, and sales enablement throughout the process.
Connect Marketing to Revenue With Performance MeasurementObservePoint
As your company becomes increasingly data-driven, it can be easy to get caught up in markers of success such as leads, bookings, or site visits. But what about the most important metric to your business—revenue?
In this tip sheet, Connect Marketing to Revenue with Performance Measurement, you'll learn how to:
- Gather clean, complete data
- Bridge the gap between marketing, sales, and service
- Increase the scope and capabilities of your attribution strategy
Executive Summary
Business-to-business (B2B) marketing automation systems are among the hottest sectors of the technology industry. Vendor revenues have grown at 50% per year since 2009 and will probably top $1 billion in 2014. Leading vendors including Eloqua, Marketo, and Pardot have been acquired or gone public at tremendous valuations. Major software companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata have purchased B2B or business-to-consumer (B2C) marketing automation products. Venture capitalists have invested several hundred million dollars in start-ups and existing firms.
Yet, despite this growth, fewer than 20% of B2B marketers have purchased an integrated marketing automation system (although many more use email, Web analytics, and other component technologies). Even more alarming, many past buyers do not use their systems fully and a significant portion report little benefit from their investment.
The lesson of these statistics is not that marketing automation doesn’t work. The same studies show that the majority of users are satisfied and productive. Rather, the point is that marketing automation works only when marketers deploy their systems effectively. This How-To Guide will help to ensure that you are among the successful majority of B2B marketing automation buyers, not the unhappy remnant.
This 15-page guide includes the following sections:
What is B2B Marketing Automation?
Core Functions
Specialty Functions
Key Considerations
Vendor Landscape
Best Practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Pipeline
Finding time to bring in a steady flow of new customers can be quite the challenge for a small
business sales team. This is often caused by issues such as:
•
Inability to route leads to the appropriate sales rep
•
Lack of information on potential clients
•
Inadequate knowledge about a prospect before calling
•
Poor visibility and forecasting of future pipeline.
A CRM app allows sales reps to store the data on prospects so the information’s ready at each
interaction. Plus, it quickly provides metrics related to visibility and forecasting.
Definitive Guide to Sales Content PerformanceHighspot
The document provides an overview of content performance analytics for sales content. It discusses how analytics can now provide visibility into how sales content is used and performs throughout the sales process, unlike in the past when sales content was a "black hole". It outlines 8 key reports that provide insights into questions like what content reps have, what gets used, how content engages customers, and how it impacts business results. The document advocates analyzing content usage and performance across the entire sales lifecycle and content lifecycle to fully understand impact.
The Definitive Guide to Marketing AutomationC.Y Wong
This document provides an overview of marketing automation. It defines marketing automation as software that streamlines, automates, and measures marketing tasks and workflows to increase efficiency and revenue growth. The document discusses how marketing automation enables key modern marketing practices and common features of automation platforms. It also clarifies what marketing automation is not, such as only email marketing, a way to send spam, or a solution that delivers value without effort.
Agile Marketing How-To Guide and ToolkitDemand Metric
Your Problem
You need to help your marketing team become more efficient.
Our Solution
Agile Marketing is a powerful and proven tactical approach to improve the processes that empower your marketing team, encouraging constant and swift growth. An Agile approach allows teams to be more capable to adapt to real-time marketing challenges or opportunities. Not only does the Agile process improve a teams speed, but it encourages transparency and rewards adaptability, ultimately leading to happier and less stressed team members and more consistent results. This How-To Guide and Toolkit will help your team achieve an Agile Marketing process that is proven to deliver more results.
Key Benefits
leverage Agile Marketing best practices
quickly discover how to implement Agile
Full toolkit that supports what you learn
Learn how to make sense of two approaches to managing customer interaction and engagement: CRM (Customer Relationship Management) and MA (Marketing Automation). In this presentation, you will learn:
-101-level marketing technology definitions
-When and how to use what platform
-Best practices & success stories for marketing and sales teams
My Awesome Guide to Marketing Automation SuccessCRMT Digital
This document provides a guide for achieving marketing automation success. It outlines 4 milestones in the marketing automation journey: 1) The Journey Begins, where the objectives are set and early campaigns are run; 2) Reaping the Rewards, when processes are established and results are shown; 3) Marketing Comes Into Its Own, when sales and marketing alignment emerges and lead scoring is implemented; and 4) The Journey Continues, focusing on continuous improvement. The guide stresses the importance of data quality, content, documentation, metrics, and sales enablement throughout the process.
Connect Marketing to Revenue With Performance MeasurementObservePoint
As your company becomes increasingly data-driven, it can be easy to get caught up in markers of success such as leads, bookings, or site visits. But what about the most important metric to your business—revenue?
In this tip sheet, Connect Marketing to Revenue with Performance Measurement, you'll learn how to:
- Gather clean, complete data
- Bridge the gap between marketing, sales, and service
- Increase the scope and capabilities of your attribution strategy
Executive Summary
Business-to-business (B2B) marketing automation systems are among the hottest sectors of the technology industry. Vendor revenues have grown at 50% per year since 2009 and will probably top $1 billion in 2014. Leading vendors including Eloqua, Marketo, and Pardot have been acquired or gone public at tremendous valuations. Major software companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata have purchased B2B or business-to-consumer (B2C) marketing automation products. Venture capitalists have invested several hundred million dollars in start-ups and existing firms.
Yet, despite this growth, fewer than 20% of B2B marketers have purchased an integrated marketing automation system (although many more use email, Web analytics, and other component technologies). Even more alarming, many past buyers do not use their systems fully and a significant portion report little benefit from their investment.
The lesson of these statistics is not that marketing automation doesn’t work. The same studies show that the majority of users are satisfied and productive. Rather, the point is that marketing automation works only when marketers deploy their systems effectively. This How-To Guide will help to ensure that you are among the successful majority of B2B marketing automation buyers, not the unhappy remnant.
This 15-page guide includes the following sections:
What is B2B Marketing Automation?
Core Functions
Specialty Functions
Key Considerations
Vendor Landscape
Best Practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Pipeline
Finding time to bring in a steady flow of new customers can be quite the challenge for a small
business sales team. This is often caused by issues such as:
•
Inability to route leads to the appropriate sales rep
•
Lack of information on potential clients
•
Inadequate knowledge about a prospect before calling
•
Poor visibility and forecasting of future pipeline.
A CRM app allows sales reps to store the data on prospects so the information’s ready at each
interaction. Plus, it quickly provides metrics related to visibility and forecasting.
Definitive Guide to Sales Content PerformanceHighspot
The document provides an overview of content performance analytics for sales content. It discusses how analytics can now provide visibility into how sales content is used and performs throughout the sales process, unlike in the past when sales content was a "black hole". It outlines 8 key reports that provide insights into questions like what content reps have, what gets used, how content engages customers, and how it impacts business results. The document advocates analyzing content usage and performance across the entire sales lifecycle and content lifecycle to fully understand impact.
The Definitive Guide to Marketing AutomationC.Y Wong
This document provides an overview of marketing automation. It defines marketing automation as software that streamlines, automates, and measures marketing tasks and workflows to increase efficiency and revenue growth. The document discusses how marketing automation enables key modern marketing practices and common features of automation platforms. It also clarifies what marketing automation is not, such as only email marketing, a way to send spam, or a solution that delivers value without effort.
Agile Marketing How-To Guide and ToolkitDemand Metric
Your Problem
You need to help your marketing team become more efficient.
Our Solution
Agile Marketing is a powerful and proven tactical approach to improve the processes that empower your marketing team, encouraging constant and swift growth. An Agile approach allows teams to be more capable to adapt to real-time marketing challenges or opportunities. Not only does the Agile process improve a teams speed, but it encourages transparency and rewards adaptability, ultimately leading to happier and less stressed team members and more consistent results. This How-To Guide and Toolkit will help your team achieve an Agile Marketing process that is proven to deliver more results.
Key Benefits
leverage Agile Marketing best practices
quickly discover how to implement Agile
Full toolkit that supports what you learn
Learn how to make sense of two approaches to managing customer interaction and engagement: CRM (Customer Relationship Management) and MA (Marketing Automation). In this presentation, you will learn:
-101-level marketing technology definitions
-When and how to use what platform
-Best practices & success stories for marketing and sales teams
1) The document discusses how adopting an Agile for Marketing (A4M) approach can help CMOs address common challenges they face including understanding customers better, coping with rapid change, aligning marketing with company goals, fostering experimentation, and measuring marketing performance.
2) With A4M, marketing plans are broken down into shorter two-week cycles of planning, execution, and learning to allow for flexibility and rapid adjustment to change.
3) A4M also emphasizes clear priorities, transparency, accountability, and an iterative test-and-learn process to help marketing better demonstrate results and value.
The document describes AcuityCRM, an affordable CRM solution for South African small and medium businesses. It provides real-time funnel analytics to help sales teams accurately forecast revenue and improve performance. AcuityCRM calculates the size and velocity of a company's sales funnel to determine the realistic revenue potential and ensure accurate forecasting. It allows for centralized data access across devices to enable collaboration between sales, marketing, and other departments. The document outlines AcuityCRM's roadmap, including phases for data management, marketing capabilities, integration with other systems, customization options, and a specialized automotive vertical solution.
How to make crm work for you as an it resellerIan Moyse ☁
This document discusses how to make a CRM system really work for an IT reseller. It begins by noting that CRMs can increase revenue, decrease sales cycles and costs, and improve customer retention and profit margins. It then provides tips for using a CRM to improve marketing, sales acceleration, order management, contract renewals, customer support, and business insights. Overall, the document advocates for using a CRM to streamline processes, provide insights, and improve performance across key business areas for an IT reseller.
In the last ten years, sales professionals have been asked to do more with less. Most businesses have experienced several rounds of reductions in force, as acquisition and bottom-line pressures eliminate human capital from business. Business has looked to improved technology to keep pace with competitors and run with minimal work forces, thus producing an increasingly stressful, and competitive environment.
Marketing automation forms the backbone for configuring nurture marketing campaigns across channels and managing communications based on prospect engagement. It allows companies to automatically reach out and engage prospects with relevant messages at optimal times. The document discusses the business case for adopting marketing automation, including its benefits like increasing sales, shortening sales cycles, and improving cooperation between marketing and sales. It provides definitions of marketing automation, its value, common features, and use cases to help readers understand and promote its adoption.
Improve Sales Productivity, Forecasting, and ResultsSoffront Software
The document discusses how sales automation and CRM software can help sales departments improve efficiency, productivity, and results. It outlines how CRM software can enhance lead tracking, opportunity management, forecasting, and visibility. CRM solutions provide a centralized place to store all customer information and automate repetitive tasks so sales teams can focus on selling. The key is finding a CRM partner with experience in the mid-market that can customize the solution to fit a company's specific processes and needs.
This Mindmatrix presentation on sales enablement offers a step-by-step process for enabling your direct sales teams. Watch this presentation to learn-
-Why is sales enablement is so important?
-What does direct sales enablement involve?
-Why is it time to move beyond traditional marketing automation and CRMs?
-What are the 12 steps to holistic sales enablement
This document discusses how marketing automation and CRM systems can work together to create a single source of truth for organizations. When integrated, they can bridge the gap between marketing and sales by allowing both teams to access the same customer information. The document recommends aligning marketing and sales goals by building an integrated system that can qualify leads, automate lead assignment, track customer touchpoints, and provide insights into campaign performance. Integrating a CRM and marketing automation platform allows both teams to have up-to-date customer profiles and synchronize data, improving efficiency across the organization.
The Secret to Building a Sales Enablement PowerhouseMindTickle
Alex from Procore and Marc from MindTickle explore:
State of the industry
Need for Sales Enablement
Sales Enablement and Sales Readiness at Procore
Best-in-class framework for Sales Readiness
Ovum Salesforce Com Sales Methods (Wp000167 Eap)RichardGilder
The document summarizes the SalesMethods solution, which provides an integrated sales methodology for Salesforce.com users. It consists of three main applications: Plan2Prosper for account development planning, Plan2Close for sales opportunity management, and Plan2Excel for sales management reporting and analytics. Plan2Prosper and Plan2Close both guide users through developing sales plans by answering sets of four critical questions. The solution is a native integration with Salesforce that aims to drive sales effectiveness through formalizing best practices and providing collaborative tools.
The document is a cover story from Insights Success magazine about Cool Life CRM.
[1] Cool Life CRM is a full-service CRM solution that allows clients to configure their customer database without third-party consultants or programmers. It integrates CRM with other systems like ERP.
[2] The cover story highlights Cool Life CRM's customizable platform, diverse industry coverage, and collaborative system that enables management to track customer prospects. It also discusses Cool Life CRM's focus on a happy workforce and its leadership in providing real-time customer data.
[3] Client testimonials praise Cool Life CRM's ease of use, customization, organization, and ability to drive
This document discusses how marketing automation and CRM systems can work together to create a single source of truth for organizations. When integrated, they can bridge the gap between marketing and sales by allowing both teams to access the same customer information. The document recommends aligning marketing and sales goals by building an integrated system that can qualify leads, automate lead assignment, track customer touchpoints, and provide insights into campaign performance. Integrating a CRM and marketing automation platform allows both teams to have up-to-date customer profiles and synchronize data, improving efficiency across the organization.
This document outlines the five major phases of a CRM implementation project: 1) Develop the CRM strategy, 2) Build the CRM project foundations, 3) Specify needs and select partner, 4) Implement the project, and 5) Evaluate performance. It focuses on the first phase of developing the CRM strategy, which involves conducting a situation analysis, educating stakeholders, developing a CRM vision, setting priorities and goals/objectives, and identifying people, process, and technology requirements to build the business case. The goals of most CRM strategies are to enhance customer satisfaction/loyalty, increase revenue, and reduce costs.
This document provides an overview of key concepts for optimizing B2B marketing campaigns and driving more revenue. It contains 8 chapters that guide B2B marketers through pillars of digital marketing like lead generation, lead qualification, lead nurturing, email marketing, content marketing, webinars/events, social media, and ROI reporting. Each chapter includes checklists and worksheets to help marketers apply the concepts. The document emphasizes testing elements of campaigns to improve conversions and engage leads at each stage of the buyer journey.
IDC provides an overview of the key issues in sales enablement and sales productivity. While sales enablement is a key cornerstone of sales productivity in this challenging economy, IDC finds that most organizations still do not understand the basics of sales enablement or the operational issues that deliver good sales enablement.
Rob Gurley provides an overview of marketing automation. He defines marketing automation as technology that tracks, prioritizes, and analyzes leads, customers, and accounts across marketing channels. Gurley discusses why companies should use marketing automation to improve accountability, strategic decision making, and ROI. He outlines common features of marketing automation platforms like email automation, campaign management, reporting, and lead scoring. Gurley also discusses best practices like increasing relevant content, reducing complexity, and template-based content creation to maximize marketing automation.
The document provides an overview of customer relationship management (CRM) software and how it can benefit different business functions like sales, marketing, and customer service. Some key points:
- CRM software allows businesses to track and manage interactions with customers throughout the sales process, centralizing customer data and automating communications.
- It supports sales, marketing, and customer service teams by enabling lead management, targeted campaigns, case tracking, and access to real-time customer information.
- Examples are given of how specific companies have used CRM software to boost sales, improve marketing efforts, and deliver better customer service.
- Signs that a business needs CRM include not being able to easily find customer information and
In today's sales world, technology is your friend. Without it, life is short, brutish and nasty as it was for the neanderthals!
Learn how to combine those tried and true sales tools with today's technology based tools to get the most out of all your sales activities.
There is no magic bullet, but there is a very straight path to successful sales results for those who learn to work multiple sales techniques.
The document describes components of an operating model including business units, processes, people, ownership, and metrics. It provides examples of operating models from Shell Chemicals, GlaxoSmithKline, and John Deere. The operating model expresses how an organization operates across business and technology domains to guide investment decisions and enable growth.
1) The document discusses how adopting an Agile for Marketing (A4M) approach can help CMOs address common challenges they face including understanding customers better, coping with rapid change, aligning marketing with company goals, fostering experimentation, and measuring marketing performance.
2) With A4M, marketing plans are broken down into shorter two-week cycles of planning, execution, and learning to allow for flexibility and rapid adjustment to change.
3) A4M also emphasizes clear priorities, transparency, accountability, and an iterative test-and-learn process to help marketing better demonstrate results and value.
The document describes AcuityCRM, an affordable CRM solution for South African small and medium businesses. It provides real-time funnel analytics to help sales teams accurately forecast revenue and improve performance. AcuityCRM calculates the size and velocity of a company's sales funnel to determine the realistic revenue potential and ensure accurate forecasting. It allows for centralized data access across devices to enable collaboration between sales, marketing, and other departments. The document outlines AcuityCRM's roadmap, including phases for data management, marketing capabilities, integration with other systems, customization options, and a specialized automotive vertical solution.
How to make crm work for you as an it resellerIan Moyse ☁
This document discusses how to make a CRM system really work for an IT reseller. It begins by noting that CRMs can increase revenue, decrease sales cycles and costs, and improve customer retention and profit margins. It then provides tips for using a CRM to improve marketing, sales acceleration, order management, contract renewals, customer support, and business insights. Overall, the document advocates for using a CRM to streamline processes, provide insights, and improve performance across key business areas for an IT reseller.
In the last ten years, sales professionals have been asked to do more with less. Most businesses have experienced several rounds of reductions in force, as acquisition and bottom-line pressures eliminate human capital from business. Business has looked to improved technology to keep pace with competitors and run with minimal work forces, thus producing an increasingly stressful, and competitive environment.
Marketing automation forms the backbone for configuring nurture marketing campaigns across channels and managing communications based on prospect engagement. It allows companies to automatically reach out and engage prospects with relevant messages at optimal times. The document discusses the business case for adopting marketing automation, including its benefits like increasing sales, shortening sales cycles, and improving cooperation between marketing and sales. It provides definitions of marketing automation, its value, common features, and use cases to help readers understand and promote its adoption.
Improve Sales Productivity, Forecasting, and ResultsSoffront Software
The document discusses how sales automation and CRM software can help sales departments improve efficiency, productivity, and results. It outlines how CRM software can enhance lead tracking, opportunity management, forecasting, and visibility. CRM solutions provide a centralized place to store all customer information and automate repetitive tasks so sales teams can focus on selling. The key is finding a CRM partner with experience in the mid-market that can customize the solution to fit a company's specific processes and needs.
This Mindmatrix presentation on sales enablement offers a step-by-step process for enabling your direct sales teams. Watch this presentation to learn-
-Why is sales enablement is so important?
-What does direct sales enablement involve?
-Why is it time to move beyond traditional marketing automation and CRMs?
-What are the 12 steps to holistic sales enablement
This document discusses how marketing automation and CRM systems can work together to create a single source of truth for organizations. When integrated, they can bridge the gap between marketing and sales by allowing both teams to access the same customer information. The document recommends aligning marketing and sales goals by building an integrated system that can qualify leads, automate lead assignment, track customer touchpoints, and provide insights into campaign performance. Integrating a CRM and marketing automation platform allows both teams to have up-to-date customer profiles and synchronize data, improving efficiency across the organization.
The Secret to Building a Sales Enablement PowerhouseMindTickle
Alex from Procore and Marc from MindTickle explore:
State of the industry
Need for Sales Enablement
Sales Enablement and Sales Readiness at Procore
Best-in-class framework for Sales Readiness
Ovum Salesforce Com Sales Methods (Wp000167 Eap)RichardGilder
The document summarizes the SalesMethods solution, which provides an integrated sales methodology for Salesforce.com users. It consists of three main applications: Plan2Prosper for account development planning, Plan2Close for sales opportunity management, and Plan2Excel for sales management reporting and analytics. Plan2Prosper and Plan2Close both guide users through developing sales plans by answering sets of four critical questions. The solution is a native integration with Salesforce that aims to drive sales effectiveness through formalizing best practices and providing collaborative tools.
The document is a cover story from Insights Success magazine about Cool Life CRM.
[1] Cool Life CRM is a full-service CRM solution that allows clients to configure their customer database without third-party consultants or programmers. It integrates CRM with other systems like ERP.
[2] The cover story highlights Cool Life CRM's customizable platform, diverse industry coverage, and collaborative system that enables management to track customer prospects. It also discusses Cool Life CRM's focus on a happy workforce and its leadership in providing real-time customer data.
[3] Client testimonials praise Cool Life CRM's ease of use, customization, organization, and ability to drive
This document discusses how marketing automation and CRM systems can work together to create a single source of truth for organizations. When integrated, they can bridge the gap between marketing and sales by allowing both teams to access the same customer information. The document recommends aligning marketing and sales goals by building an integrated system that can qualify leads, automate lead assignment, track customer touchpoints, and provide insights into campaign performance. Integrating a CRM and marketing automation platform allows both teams to have up-to-date customer profiles and synchronize data, improving efficiency across the organization.
This document outlines the five major phases of a CRM implementation project: 1) Develop the CRM strategy, 2) Build the CRM project foundations, 3) Specify needs and select partner, 4) Implement the project, and 5) Evaluate performance. It focuses on the first phase of developing the CRM strategy, which involves conducting a situation analysis, educating stakeholders, developing a CRM vision, setting priorities and goals/objectives, and identifying people, process, and technology requirements to build the business case. The goals of most CRM strategies are to enhance customer satisfaction/loyalty, increase revenue, and reduce costs.
This document provides an overview of key concepts for optimizing B2B marketing campaigns and driving more revenue. It contains 8 chapters that guide B2B marketers through pillars of digital marketing like lead generation, lead qualification, lead nurturing, email marketing, content marketing, webinars/events, social media, and ROI reporting. Each chapter includes checklists and worksheets to help marketers apply the concepts. The document emphasizes testing elements of campaigns to improve conversions and engage leads at each stage of the buyer journey.
IDC provides an overview of the key issues in sales enablement and sales productivity. While sales enablement is a key cornerstone of sales productivity in this challenging economy, IDC finds that most organizations still do not understand the basics of sales enablement or the operational issues that deliver good sales enablement.
Rob Gurley provides an overview of marketing automation. He defines marketing automation as technology that tracks, prioritizes, and analyzes leads, customers, and accounts across marketing channels. Gurley discusses why companies should use marketing automation to improve accountability, strategic decision making, and ROI. He outlines common features of marketing automation platforms like email automation, campaign management, reporting, and lead scoring. Gurley also discusses best practices like increasing relevant content, reducing complexity, and template-based content creation to maximize marketing automation.
The document provides an overview of customer relationship management (CRM) software and how it can benefit different business functions like sales, marketing, and customer service. Some key points:
- CRM software allows businesses to track and manage interactions with customers throughout the sales process, centralizing customer data and automating communications.
- It supports sales, marketing, and customer service teams by enabling lead management, targeted campaigns, case tracking, and access to real-time customer information.
- Examples are given of how specific companies have used CRM software to boost sales, improve marketing efforts, and deliver better customer service.
- Signs that a business needs CRM include not being able to easily find customer information and
In today's sales world, technology is your friend. Without it, life is short, brutish and nasty as it was for the neanderthals!
Learn how to combine those tried and true sales tools with today's technology based tools to get the most out of all your sales activities.
There is no magic bullet, but there is a very straight path to successful sales results for those who learn to work multiple sales techniques.
The document describes components of an operating model including business units, processes, people, ownership, and metrics. It provides examples of operating models from Shell Chemicals, GlaxoSmithKline, and John Deere. The operating model expresses how an organization operates across business and technology domains to guide investment decisions and enable growth.
Automatisiert zu mehr Umsatz dank Marketing Automationjoergeugster
Der Traum vom System, das uns Leads generiert und Interessenten automatisiert in Kunden umwandelt ist (schon bald) Realität. Die Teilnehmenden dieses Co-Labs bekommen einen Überblick über das Konzept, die Technologie, die wichtigsten Funktionen und einen Einblick, wie man Marketing Automation erfolgreich implementieren kann. Anhand eines praktischen Beispiels zeigen die beiden Referenten Jörg Eugster und Alex Schöpf die wichtigsten Schritte auf, die es für den Erfolg mit Marketing Automation braucht.
5 Marketing Strategies for Customer EngagementMarketo
Marketers have to adopt new strategies in 2017 to win in the engagement economy. Join Neha Shah, Principal Product Marketing Manager at Marketo, and Kyra Johanson, Associate Product Marketing Manager at Marketo, as they share the results of our first-ever Marketing Benchmark Survey, highlighting what the most savvy marketers are doing to engage their customers in valuable, long-term relationships. You’ll walk away with 5 guiding insights into how to set your strategy for the year ahead.
You’ll learn:
- What strategies marketers adopt to engage customers in 2017
- How Marketo empowers Marketers to build these authentic relationships
As a marketer you know not all leads are the same. With the dollars you have to spend, it is critical to attract and market to buyers that will be the best fit for your business and not waste money on accounts that have low return or ultimately churn. Account-based marketing is a useful strategy that will help you achieve the right business outcomes by targeting specific high-yield accounts. But how do you get started and what really matters?
Check out this slide deck to get insights into the essentials of account-based marketing.
The document outlines a proposed high-level roadmap to develop a digital marketing platform (DMP) for Commonwealth Bank. It identifies several focus areas and phases to transition from the current state to an envisioned end state. The foundational and component capabilities are categorized and a timeline is proposed to develop, test, scale and optimize each capability. Guiding principles are also defined, including prioritizing flexibility, connectivity, measurement, partnerships and ensuring accessibility across all customer touchpoints and devices.
This document outlines 9 steps for developing a successful marketing technology strategy:
1. Begin with a marketing and demand generation strategy that aligns technology with revenue goals
2. Evaluate organizational readiness to implement and utilize new technologies
3. Assess current marketing technologies and how they are used
4. Map gaps between current and needed capabilities and prioritize objectives
5. Develop a data management strategy and data model to integrate technologies
6. Consider tools that provide artificial intelligence, machine learning, and predictive analytics
7. Plan strategic infrastructure and integrations between technologies
8. Prioritize analytics, performance management, and attribution to measure results
9. Ongoing management is required to operate technologies and business processes effectively
Driving Value with Marketing Automation How-To GuideDemand Metric
Executive Summary
B2B marketers have enthusiastically adopted marketing automation, with industry revenue growing at 50% per year according to Raab Associates estimates. The reason for this adoption is simple: marketing automation works. Users consistently report growth in quantity and quality of leads, in lead acceptance rates, and in marketing revenue contribution. Recent acquisitions by major software vendors including Oracle, Salesforce.com, Microsoft and Adobe further confirm that marketing automation is becoming a standard part of every company’s technology foundation.
But simply deciding you want to make better use of your marketing automation doesn’t end the discussion; it just raises the much more difficult question of how. This How-To Guide will provide you with some answers.
Read this 12-page guide to learn about:
The Marketing Automation Maturity Model
The levels of Marketing Automation Maturity
How to evolve your Marketing Automation strategy at each level
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com
Are you really benefiting from the full capabilities of your marketing automation technology? The experts explain how you can make the most of your investment in this eBook guide.
This document discusses marketing automation and why companies should use an implementation partner. It notes that while marketing automation tools can provide benefits like reducing workload and better targeting customers, simply implementing the technology is not enough - it requires an effective strategy. Common reasons for marketing automation failing to produce results include a lack of strategy, not enough relevant content, poor alignment between sales and marketing, and lack of support. The document advocates partnering with a specialist for implementation and ongoing management to fully realize the benefits of marketing automation.
The document discusses marketing automation and how it can be underutilized. It describes marketing automation as a tool that can efficiently scale and automate digital marketing efforts. However, it notes that 50% of those surveyed either lacked marketing automation capabilities or had them but did not use them. It then discusses some of the challenges that can prevent effective use of marketing automation, such as tools not being intuitive, only utilizing a small portion of capabilities, and tools not being customized for specific industries like asset management. The document promotes the marketing automation services of StoneShot and how they aim to address these challenges through strategic collaboration, customization, and providing industry-specific templates.
This document provides a quick start guide for marketers to implement marketing automation. It outlines six steps: 1) Get organized by assembling data and content, 2) Sync with sales by setting up a lead management program, 3) Assemble a high-performance team with the right competencies, 4) Implement a pilot automated program to test the process, 5) Optimize and measure results using tactical and strategic metrics, and 6) Reap the rewards of increased qualified leads, revenue, and return on investment that marketing automation can provide. Keeping the initial setup simple and focusing on the basics allows marketers to quickly see results and accelerate their ROI.
HarveyDavid 10 Things to Consider Before Purchasing a Marketing Automaiton To...Harvey Steed
The document provides 10 key considerations for businesses before purchasing a marketing automation tool: 1) business size, 2) business nature, 3) data quality, 4) existing CRM tool, 5) marketing goals, 6) leadership commitment, 7) in-house resources and capabilities, 8) existing marketing content quality, 9) implementation timescales, and 10) budget. It recommends evaluating these factors such as data quality, resources, and goals to select the right automation solution for a business's needs.
Marketing Velocity and the 5 Keys to Making the Cash Register RingThe Starr Conspiracy
What does Talladega Nights' Ricky Bobby know about marketing? Speed is the key. And that if you're not first, you're last.
Learn how to use velocity to close deals.
Download The Starr Conspiracy Tech Unit’s free white paper “Marketing Velocity and the 5 Keys to Making the Cash Register Ring.” In it, you’ll learn:
— The most important metric in turning leads into sales
— How to align your people, processes, and technology to make your marketing efforts more effective
— Steps to creating continuity and agility that will crush your business objectives
Revenue Operations Analytics: A Strategic BlueprintKwanzoo Inc
The true value in your KPIs is understanding how they complete the bigger picture of the customer journeys that drive the most impact for your business.
Marketing Automation is becoming one of the fastest growing, most valuable tools in the Marketing industry. With any technology, new on the scene, comes doubts and misconceptions. We’ve shed the light on 8 common myths to help you unravel the world of marketing automation.
Here are eight marketing automation myths exposed and dispelled by our marketing operations experts.
4 ways to improve your customer performance measurementObservePoint
1. Marketers need answers to what is working, what isn't working, and why. However, most solutions only provide limited insights that marketers don't fully trust.
2. To gain a complete picture, marketers must evaluate the entire customer journey beyond just marketing touchpoints, using holistic and unified data from across the customer experience.
3. Marketers also need to measure success using broader financial metrics like revenue and profitability, not just initial conversions, and optimize for customer lifetime value over single transactions.
White Paper: successful with marketing automationrun_frictionless
Marketing automation is more than merely automating your workflows, even though – as the name suggests – this clearly is the point. However, if you just do what you are doing now but with the help of a fancy tool, the results will not be that dierent. Nor does marketing automation mean mass marketing, i. e. providing the same content to all the leads you have got, regardless of their engagement history, progression in the sales process, or preferences, and hoping some will bite
https://runfrictionless.com/b2b-white-paper-service/
Partner Marketing Automation Roll Out – 5 Critical Choices You Should MakeZINFI Technologies, Inc.
Many vendor organizations today are considering the implementation of end-to-end partner marketing automation tools. What’s more, many have already put in place a set of point-tools that are trying to make them all work together. The key for both of these scenarios is to make sure that partner marketing automation doesn’t take a life on its own and serve as a means to an end. The primary purpose of a partner marketing automation platform is to drive profitable growth, so yes, it must increase your partner-led demand generation activities, but it also must reduce costs by introducing more streamlined processes and greater efficiency.
What is channel marketing automation? It’s about automating core channel marketing process steps that allow vendors to recruit, onboard, train, enable and manage their partner network or channel network on a worldwide basis.
Marketing Automation can lead to successful turnarounds
if done right, and this whitepaper aims to
highlight how Marketing Automation is subject to
multiple points of vulnerability and what needs
should be addressed when considering automation.
Marketing automation software can help PEOs more effectively attract, convert, and nurture leads online. It automates repetitive marketing tasks and uses data to personalize outreach to prospects over time. Key benefits include generating high-quality leads, qualifying and prioritizing leads, and nurturing leads through personalized content. Marketing automation provides data on campaign success to improve strategies. PEOs should consider factors like time investment, content needs, and sufficient lead generation before adopting a marketing automation solution.
The document provides guidance on implementing a marketing automation system. It recommends:
1. Not overcomplicating the technical implementation and instead starting with a quick setup and testing phase to determine if the tool meets business needs before fully implementing.
2. Defining goals, scope of implementation, user stories, related data needs, and required assets before creating automation paths. Templates and examples from different industries are provided.
3. Recognizing that successful implementation requires substantial work from multiple stakeholders like marketing, sales, IT, and accounting, and that not all available tools and features need to be used.
Six steps to revenue boosting lead generation programsJaslynn joan
Here are six steps B2B marketers can take to enhance their lead generation programs.
Source<> http://blog.bizbilla.com/jaslynn-info/user/show/6977/six-steps-to-revenue-boosting-lead-generation-programs
Similar to CRMT- A Roadmap for Marketing Automation Success (20)
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
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Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
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The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
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Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
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This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
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As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
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Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
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3: Grow revenue at lower costs with more efficient marketing and business operations.
2. Investing in a marketing automation programme
for most businesses is a major decision. Not only
are there software costs to be considered, but also
there are significant implications in terms of time
required from internal teams to set up an effective
programme, produce or at least categorise
content and also manage and report. There is
a good chance that some specialist external
assistance may also be required, adding further
to the budget, and so getting it right is a primary
concern for marketers looking to demonstrate a
real return on their investment.
YOUR SUCCESS GUIDE
TO IMPLEMENTING
MARKETING
AUTOMATION
MILESTONE 1
THE JOURNEY
BEGINS
MILESTONE 3
MARKETING COMES
INTO ITS OWN
MILESTONE 2
REAPING THE
REWARDS
MILESTONE 4
THE JOURNEY
CONTINUES...
www.crmtechnologies.com
3. Once the decision has been made to
implement, the process of getting buy-in
internally has often been such a big step
that typically the actual implementation can
suddenly come as a bit of a shock ‘deer in
the headlights’ moment when marketers sit
back for a second and contemplate how they
will deliver through this new system. For most
marketers, a move to marketing automation
means a fairly major shift in approach, from
the creative to the scientific, from left brain
to right. Marketing automation changes the
focus to inbound marketing, looking at the
buyers’ journey from start to finish, from
identifying a problem and assessing solutions
to actual purchasing and even repeat orders,
supported by outbound marketing techniques
to give an extra ‘push’ where required. For
this new change in approach to work, a more
methodical, analytical approach to marketing
is critical. If you don’t adapt to this way of
thinking, your marketing automation is unlikely
to deliver what you expect from it. You would
expect some training requirement, but we
are really talking about a new mind-set,
fundamental to the success of your
marketing automation programme.
This paper provides a roadmap guide
to successful marketing automation
implementation, outlining key stages in your
on-going marketing automation delivery and
development. We will also look at best practice
tips and emphasise learning points during the
stages and propose metrics that you should be
considering throughout.
If you are serious about taking a buyer-
centric approach, your marketing needs
to be closely aligned with sales to look at
the entire customer journey. Marketing
and sales automation systems provide the
technical capability to integrate, but to truly
achieve a seamless approach you need to
look at aligning the people doing the day
job if marketing automation is to achieve
measurable revenue attribution in the
longer term.
Measurability is critical throughout successful
marketing automation implementation. When
you first start to deliver campaigns through
your new system, focus on two critical success
factors: 1. Delivering early wins; and 2. Laying
the foundations for long-term success with
your marketing automation system. Without
early success, your hard won trust in investing
in marketing automation is at risk as key
stakeholders may then feel cheated if they
don’t see results, especially the sales team
who tend to focus on short-term results. On
the flip side, if you don’t plan for the longer
term, you risk not setting up the processes
and best practices that will ultimately make
marketing automation pay back in spades by
being able to track specific revenue generated
back to your marketing campaign spend.
Unfortunately, you will need both at the same
time, not forgetting that you will need to carry
on with current business. It’s a fairly big ask,
but this guide should provide some inspiration
for a structured approach to success.
www.crmtechnologies.com
4. MILESTONE 1
THE JOURNEY
BEGINS
When embarking on a marketing
automation programme, the first stage
needs to focus on demonstrating early
success while also paving the way for
longer term strategies.
As with any good planning, it begins with
deciding what you are trying to achieve,
establishing objectives. Your initial business
case proposal will no doubt have addressed
this, so the next step is to flesh out those
high level goals into more tactical objectives.
Regular reviews and assessments will also aid
a successful outcome.
Once your objectives are set, an important
area to consider is your skill set. Often
marketing automation skills are not readily
available within your department, so how
will you develop this? If you can enable your
team with the right skill set and build their
knowledge from the outset, you will pave
the way for long-term marketing automation
success.
It might also be helpful at this stage to look
at service providers that can boost your
team. Even if you don’t need fully outsourced
support, it is helpful to know who to turn to if
you need specialist support.
Introducing marketing automation is a
major change in approach and so there is
a good chance that you will not have team
members with marketing operations skills and
experience within your department already.
Marketing operations people are more likely
to come from a technical background, perhaps
web/digital or project management disciplines.
It is important to recognise that the skills
required are quite specialised and are likely to
be beyond the reach of your more junior team
members to start with – don’t expect your
execs to turn into marketing ops professionals
after a couple of vendor training sessions!
Key skills required of a strong marketing
operation professional include: a logical
mind, an eye for detail, web/ HTML skills, an
understanding of data, reporting and analytics
plus excellent communications skills at all
levels. Of course it helps if they also have
previous experience of your chosen
marketing automation platform.
1.2 Focus on data
Marketers know that data is important, but
it isn’t always the most appealing aspect of
marketing for creative individuals. Everyone
knows how important it is, but nobody wants
to deal with it. Like it or not, data is crucial
as without current, good quality data, your
marketing automation will not deliver your
objectives.
Data completeness should be your focus; how
complete are your data records, especially for
data that you will use for segmentation and
personalisation? How detailed is your data
on customers and prospects, do you know
who they are? (this might sound strange,
but we have all received mailshots from
companies offering us incentives to sign up
when we are already customers which makes
us feel a little unloved?). Do you have all the
data you need in the marketing automation
system? For cross or up-selling campaigns
as an example, your marketing automation
system will need to know what the customer
has already purchased. For many companies
this is recorded in a back office system and so
you may need to consider how this data can
be integrated into the marketing automation
platform. If not, how are you going to source
that data? You also need to be aware of your
data compliance, are you up to speed with
the latest in data protection legislation? Your
first priority is compliance but preference
management should also be considered at this
stage so that you can move towards a more
refined ‘opt-in’ approach further down the line.
Data cleansing will need to become a
regular occurrence and part of your on-going
marketing automation processes.
At the start of the project, make the most of
the opportunity to really look at where your
data gaps are and define what your ideal
customer contact profile will look like, this
will assist you greatly in the longer term. It’s
important to remember that campaigns can
also have a secondary aim of improving data
quality.
Maintaining high standard of data quality
is critical to the on-going success of your
marketing automation system. As your data
volume increases over time, your database
is likely to consist of: contacts that you
cannot communicate with (such as hard
bounces or opt-outs), contacts that you can
communicate with, but who haven’t shown
signs of life (sometimes called ‘emotional
unsubscribes’), responsive contacts (active
prospects/customers) and finally contacts that
you haven’t included in any campaigns and
so their status is as yet unknown. Marketing
automation campaigns ultimately aim to
reduce that last category to zero by continuing
to qualify and refine your data.
1.3 Focus on content
Content is the second essential ingredient
for ensuring marketing automation success.
It’s important to perform a content audit at
this early stage in your marketing automation
journey, identify what ‘assets’ you have,
whether this is marketing collateral in the
form of case studies, white papers or video
content for example and where these apply
in the buyer’s journey? Who does it apply to?
You will reap the rewards of this process in
the long term as it forms the basis of a central
repository of information which you can
continue to build over time.
www.crmtechnologies.com
5. 1.4 Building your bespoke user guide
In our experience, most marketers do not
instinctively focus on documenting processes,
but for marketing automation, this is vital. An
important first step is to create a bespoke user
guide. This is not a generic user guide, but
more of a specific guide book that lays out
how you do things in your organisation. In the
same way marketers are used to the concept
of documented brand guidelines, this is a
similar concept but for every aspect of your
marketing processes. Your guide should cover
everything from naming conventions through
to data standards and step-by-step process
documentation.
1.5 Tracking success
Marketing automation is ultimately driven
by the need for measurement of marketing
success. Measuring from the outset is an
important part of the marketing automation
adoption journey. At this early stage,
measurement criteria may be similar to
metrics for an email marketing campaign.
Indicators include open rates, click throughs,
bounces etc. If you have been operating an
email marketing tool, you will have some
previous statistics against which you can
benchmark to show success and feed this
back to stakeholders to validate the benefits of
marketing automation.
One area that may be new to you in marketing
automation is the measurement /metrics
related to your web site. Even if your prospects
did not click through from an email campaign,
did it generate additional traffic to your web
site? Which are your main sources of traffic
to your website, emails, search engines,
social media sites? It will become increasingly
important to become familiar with these
metrics and to refine their interpretation over
time so it is worth familiarising yourself with
these from the outset.
1.6 Sharing success with stakeholders
Throughout your marketing automation
journey, it is vital that you communicate with
key stakeholders. During Phase 1, it
is important to validate their decision to go
ahead with the investment in marketing
automation, for the most part a fairly significant
on-going investment. This is why it is important
to deliver early success, demonstrating that
there is a tangible return on investment and
that the marketing automation system is well
on its way to achieving its long term goals.
www.crmtechnologies.com
6. MILESTONE 2
REAPING THE
REWARDS
The second stage of marketing
automation success is when you can
start to see the results of your early
work in setting up processes initially,
as this is when we are trying to benefit
most from automating a proportion of
the buying cycle.
2.1 Building your bespoke user guide
To get warmed up with marketing automation,
there are some simple, early automated
campaigns you can deliver to demonstrate the
power of your new system. Some examples
include:
• A ‘welcome’ campaign for brand new
prospects
• A re-engagement campaign for customers
that have ‘gone quiet’
• Events campaign templates – both on
and off line. To remove the previous
manual effort associated to the invitation,
registration and follow-up process
2.2 Keep up the paperwork and
processes
Documenting your processes becomes
increasingly important at this stage.
Establishing a standard process for dealing
with offline campaigns, such as trade show
attendance, will become more important if you
are to further develop your central repository
and create a standard practice within the team.
Once your guide book is comprehensive, you
will be equipped to enable less experienced
members of the team to deliver campaigns by
following the guidelines.
2.3 Keeping contacts fresh
We have discussed the importance of good
quality data and, as part of good practices, you
will need to have contacted everyone on your
database to ensure that the data is current.
The requirement to check data accuracy
should always be a consideration throughout
your campaigns, rather than focusing on
campaigns just to check data accuracy. It is
also good practice to put in place metrics at
this stage that will enable you to measure
quality and data completeness.
Preference management is an important area
that is sometimes neglected. It is important to
ensure that you are adhering to the rules on
this. Encourage your contacts to express their
preferences on a regular basis and make sure
that you act upon their requests. This provides
useful information on your contacts and
establishes best practice in terms of continuing
the dialogue with customers.
2.4 Getting to the heart of marketing
automation with lead scoring
Few would argue that lead scoring is one
of the key features to exploit within your
marketing automation system. It is the key
to enabling you to measure the quality of
the results you are delivering to sales and
ultimately to the business. At this phase in
your journey, take the opportunity to develop
your lead scoring ratings. Typically there will
not quite be enough information available in
the earlier stages to develop fully effective
lead scoring and so it is a good idea to trial
your scores, but perhaps not share the actual
ratings with sales at this stage.
The rationale behind this is the importance of
creating trust and building lasting relationships
with the sales team. If you have not quite
got it right, sales will quickly note that not
many of marketing’s top rated leads convert.
Clearly this risks them going back to their old
practices of their personal contacts during
the second stage, you need to evaluate your
interim lead scoring ratings by assessing sales
conversion rates based on the results in your
CRM system. This will give you an idea of
whether top marketing qualified leads (MQL’s)
are converting and, if they are not, to go back
to the drawing board and re-assess.
www.crmtechnologies.com
7. MILESTONE 3
MARKETING COMES
INTO ITS OWN
Within the first nine months or so,
you will no doubt have built solid
foundations with clear guides, well
documented processes and grown the
skills and experience of your marketing
team within this new marketing
automation mind- set. You are now
well positioned to make the most of
your achievements and demonstrate
to stakeholders the amazing power
of your new marketing automation
system.
3.1 Alignment between sales and
marketing emerges
You have already shown some success with
the new system and have started to develop
your lead scoring, laying the foundations for
sales and marketing to begin to work in closer
alignment. Conversion rates between stages
of your lead pipeline will be measured and
assessed along with marketing’s contribution
and influence on revenue.
Now is the time to share your lead scoring
mechanism with the sales team, having
already evaluated its effectiveness in the
earlier stages. This will help to build on-going
trust with the sales team and you can now
look at conversion rates of highly scored leads
together with them for an accurate view of
conversion rates.
In order to maintain a good relationship with
the sales team, it is important to consider a
Service Level Agreement (SLA) with them.
When establishing your SLA, some areas to
consider include:
• A formal definition of an MQL and Lead
Ratings
• The conditions by which a lead may be
“rejected” by sales. Typically “I already
know about this”, “Does not meet agreed
MQL definition” etc.
• The maximum time for a sales person to
accept or reject a lead
• The maximum time before initial follow-up/
contact with the prospect
• The maximum time for a sales person to
convert (or disqualify) an accepted lead
into a sales opportunity (SQL)
• Escalation procedure for non-conformance
to SLA.
3.2 Taking sales enablement a step
further
Maintaining a strong relationship with the sales
team can be further reinforced by making the
most of sales enablers, features within your
marketing automation system that strengthen
your aligned approach to lead management
by allowing the sales team access to the
marketing automation system. Through system
integration with CRM platforms, the sales team
will be able to see detailed information about
each customer before making any contact.
Access to the so-called ‘digital body language’
helps the sales person to determine how
engaged the prospect is together with their
interest areas before making contact. Many
systems include features such as the ability
for individual sales team members to send
out ‘mini campaigns’ using the CRM system
or their email client, perhaps inviting some
of their key contacts to visit your stand at an
exhibition. In this way, marketing can contain
all customer and prospect contact information
in the same system and maintain brand
guidelines without restricting direct sales
activity. Sales enablers ultimately encourage
the sales team to engage with the marketing
automation system.
www.crmtechnologies.com
8. MILESTONE 4
THE JOURNEY
CONTINUES
Having invested in a comprehensive,
structured approach and built your
processes over time, by now your
marketing automation should be
running efficiently and effectively. It is
at this stage that the operational side
of maintaining success with marketing
automation comes into play and where
process and systems demonstrate their
worth.
Prospects and customers should by now be
categorised into where they are in the buyers’
journey. This will assist you in segmenting
and will equip you with excellent data for local
campaigns. For example, if you are running a
webinar on a certain topic subject, you will be
able to match the relevance of that content to
where the buyer is on their journey, providing
an extremely tailored approach at the right
time for that buyer. If the webinar is focusing
on fairly detailed product information, it will be
most relevant to contacts that are further along
their journey as opposed to thought leadership
content which would be more relevant to
those just starting out.
Maintenance is key to successful on-going
marketing automation. Below are some tips
for maintaining high standards as your journey
continues:
• Don’t get complacent – it is easy to sit
back and think that everything is in working
order. Continue to reassess your market
and customer behaviour, this is part of your
marketing automation journey
• Focus on regular reviews – this will ensure
that you are measuring results against
objectives
• Look at skills and ensure service providers
in place to support where necessary
• Continue communications with
stakeholders – reinforce their decision to
invest by measuring the results of your
marketing automation campaigns and
impact on revenues
• Continue to monitor and refine automated
campaigns
• Refine, develop and refresh appropriate
content assets
• Review performance and refine
measurement criteria
• Monitor and refine your lead scoring for
maximum conversion rate.
4.1 Getting more prospects and
speeding up the process
Creating a powerful marketing automation
engine is a significant investment that can
generate amazing returns. By this stage,
you will have automated much of the buying
process and begun to fine tune certain
elements. Your next challenge is to focus on
improving the volume of prospects added to
the system and to speed up the movement
of buyers through their buying journey.
Always look to future requirements while
maintaining system knowledge and making
the most of new product developments from
your marketing automation tool vendor, such
as social networking integration . If you take
the approach that the marketing automation
journey is on-going, requiring maintenance
and a philosophy of continuous improvement,
then your marketing automation system will
continue to deliver revenue growth for your
business.
www.crmtechnologies.com
9. ABOUT CRM
TECHNOLOGIES
CRM Technologies (CRMT) helps businesses align sales and marketing to increase demand and
grow revenues through best practice consultancy, technical integration and outsourced marketing
operations. As one of the first specialist marketing operations agencies in the UK, we have led the
way in helping all types of businesses transform traditionally siloed sales and marketing activities
into integrated programmes that deliver Return on Investment.
Our teams provide tailored services and solutions that support every stage of the marketing
automation journey, combining consultancy with technical and operational expertise in leading
marketing automation platforms including Eloqua and Marketo, and CRM platforms such as
Salesforce.com.
For more information, visit www.crmtechnologies.com or connect with CRM Technologies on one
of the following social networks:
CRM Technologies Ltd.
100 Longwater Avenue, Green Park, Reading. RG2 6GP
T: +44 (0) 118 945 0030
E: info@crmtechnologies.com
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