Marketing Automation - Debunking the Hype. Why do it? What can it do for you? Mistakes to avoid and top tips

1. Marketing Automation
Debunking the hype
Shane Redding
@ShaneRddng

2. A little bit about me
• IDM senior tutor and hon. Fellow
• Consultant: www.ThinkDirect.biz
• NED of 4 marketing services businesses
• Love learning!
• Help companies develop effective marketing
strategies
@shanerddng

3. Debunking the hype
• What is Marketing Automation?
• Why the hype?
• Why do it?
• When you SHOULDN’T do it!
• Options
• Remember Your Customer
• Top Tips

4. Automation
“a feedback control mechanism, which allows
adjustment to processes, with minimal or no
human intervention”

5. Marketing Automation
• Define, schedule,
segment, execute
(email) and track
marketing campaigns
• True MA tech incudes a
feedback loop, driven
by analytics and scoring
that adapts the
campaign to different
customer journeys.
http://hub.am/1nkyV2Y

6. MA Key features
• The ability to send email (outbound)
• The ability to store campaign assets in a
library
• The ability to store customer and prospect
records
• The ability to automate a multi-touch
marketing campaign
http://www.clever-
touch.com/files/6113/8497/1928/Marketing_Automatio
n_the_definitive_guide.pdf

7. MA Key features
• The ability to score customers and prospects
based on who they are and their engagement.
• The ability to talk to other platforms (an API)
e.g. CRM or Webinar integration
• The ability to automate tasks and map the
organisation workflow
• Increasing social media functionality – listen,
share, sign on, reporting

9. Why the hype?
• “Bright and Shiny”*
• Vendor driven
• Private Equity/VC’s
• Economic pressure
*http://hub.am/UgSL8o

10. Nothing New
User comparisons https://www.g2crowd.com/categories/marketing-automation

11. Why do it? The Promise
“better ROMI”
•Higher lead conversion rates
•Increased AOV
•Shorter sales cycle
•Better pipeline visibility and improved sales
forecasting
•Reduced costs (people)
•Scalability

12. Why do it? The Myths
• It will solve all our marketing and sales woes
• There will be too many leads to handle
• Conversions will quadruple within a week
• Sales and marketing teams will work hand-in-
hand with each other

13. The Myths continued
• All campaigns will immediately give a return
on their investment
• Marketing will be heroes
• Revenue will increase 1,000 percent, or more!
• CEOs will all of the sudden start spending gobs
of money in marketing
Source: http://leadlife.com/2011/09/15/debunking-the-myths-of-marketing-
automation/

14. When you shouldn’t do it ..
• If you already have systems CRM, Email,
MRM, … that are not fully utilised, OR
integrated
• Poor quality data
• Low value/low volume of leads
• Existing poor customer experience
• You have poor marketing processes
• Content production is difficult/under
resourced

15. You shouldn’t do it ..
• In isolation
Need board and
key stakeholder support
• If the business focus is short term, with no
appetite to invest in the long term
• Unless you have good people & a training
budget

16. http://blog.hubspot.com/marketing/is-
marketing-automation-worth-the-hassle
Are you asking the right
Question?

17. Who are the champions?
• Audience: Merchants
• Opportunity: Mobile
payments
• Solution: Why and how to
do it
• Campaign: Integrated;
dedicated microsite, email,
phone, video
• Suppliers: Base One,
Clevertouch
• Platform: Eloqua
Results:
• 6% customer base visited microsite
• Uplift of 8% of merchants preferring
PayPal as mobile payment solution

18. Tech leads the way
• High value
• Long lead times (nurturing)
• Multi layered decision making units (DMU)
• Multinational
• Complex offering requiring clear relevant
benefits by segment/personae
• ROMI of 1:45 not uncommon

19. Complex Campaign Planning

20. Campaign touch point analysis
Using inbound marketing
automation (Hubspot)
allows tracking by all
media

21. Starting Out
• Start with clear objective
what will success look like? Do all the
stakeholders agree?
• Start small
can you trial a MA approach using existing
systems?
• Learn from others
similar businesses, consultants

22. Remember the customer!
• How will MA benefit them?
Seamless experience, whatever their touch
point, providing them with the 3 Rs
1.Relevant content
2.Right time
3.Responsive Interaction
Will it help WOW, surprise, delight ……

23. Remember the customer!
• Do you really know what they want?
= have you fully researched personas
• How are you going to help them?
= is your content appropriate?
• What about the WHOLE experience?
= is it easy to buy?

24. Top Tips
• Planning
• Hard Work
• Practice
• Lessons
• Skill

25. Lots and Lots of Information
• www.marketo.com
• www.hubspot.com
• www.eloqua.com (Oracle)
• www.pardot.com (Exact Target/ Sales Force)
• www.silverpop.com (IBM)

26. Independent Advice
• http://www.marketingautomationsoftware.co
m/guides/ten-steps-to-selecting-marketing-
automation-software/
• www.clever-touch.com
• www.cyance.com
• Visit the IDM stand A366
• Sign up to a full day: www.theidm.com/auto

27. Thanks
Shane.redding@thinkdirect.biz
@shanerddng