Modernizing Your Marketing Operations: It Takes More Than Tech

Modernizing Your
Marketing Operations:
It Takes More Than Tech
© 2016 The Mx Group

10 years ago…
Marketers generally
operated with an audience’s
basic demographics.
Today…
Data lets marketers
segment by:
•  Location
•  Interests
•  Online behavior
•  Almost anything!

Digital marketing was
emerging, but marketers
mainly focused on traditional
tactics and channels.
What was cutting-edge
is now common.
•  Mobile apps
•  Social media
•  Video
•  Personalized content
And users are more
sophisticated than ever.
Today…10 years ago…

Marketing tech was just
beginning to hit the scene.
There are 3,874* marketing
tech solutions on the market.
*An average of five new solutions hit the market every day in 2015!
Source: chiefmartec.com
Today…
10 years ago…

Are you in line with the times
… or living in the past?

What’s Behind This Shift?
•  The modern customer
has changed
•  How your performance
is measured has changed
•  Marketing’s contribution
to sales has changed
•  The tools of the trade
have changed
Source: Deloitte

Why Is Modern Marketing So Complicated?
•  Finding tech with
the right capabilities
isn’t easy
•  Operations surrounding the
technology must change
•  So … the real issue
is transformation,
not technology
Source: Ascend2

Taming the tech isn’t really your problem.
Your problem is modernizing everything around the tech.

Six Elements of
Modern Marketing
Operations

A/B Test No. 789
A) Leave managing your
sales funnel to chance
B) Buy an actual giant funnel
and hope prospects just fall in
Test and determine a winner

•  The foundation of
modern B2B marketing
•  Segmentation
is essential
•  Personas and journeys
are central to engagement
Strategy
Source: SiriusDecisions
The SiriusDecisions Demand Waterfall®

Because the buyer’s in control.
Why Set up Journeys?
Source: CEB and SiriusDecisions

The Power of Account-based Marketing
Source: 2014 Sep 25, SiriusDecisions Benchmark Index

9 out of 10 marketers
agree modern marketing requires
an integrated marketing tech stack.
1 marketer
is still drinking Crystal Pepsi while
flipping through his Rolodex.

Before you can fully leverage modern marketing
practices, you need the right foundation.
Technology
Running campaigns and
journeys across touchpoints
Assessing lead quality
before sending to sales
Managing contact
profiles and behaviors
Integrating metrics and insights to
improve ROI and optimize operations
Managing lead conversion with
sales team through the funnel
Ensuring consistent, accurate
data throughout engagement

•  It’s not about what the system does — it’s about how it
meets your needs
•  Think about what you need your ideal systems to do
•  Ask yourself:
–  Does this tech do what I need?
–  What gaps will it leave?
–  Do I have the people and
infrastructure to run it in-house?
Think Capabilities, Not Features

Capabilities-based Technology Management Model
SiriusPerspective: To address the challenges posed by the rapidly evolving
technology landscape, use capabilities as guides to manage technology choices.
Define a capabilities map Activate the map1 2
Identify business goals
Identify required processes
Identify and prioritize capabilities
Assess existing infrastructure to
identify overlaps and gaps
Source potential capabilities to
fill gaps
Evaluate technology purchases
according to capabilities
Changes
Capabilities
Map
© 2015 SiriusDecisions. All Rights Reserved

Want better data?
Swear off showering until your
team creates a data hygiene strategy.
We give it a week. #ProTip

•  Data fuels all modern marketing efforts
•  Segmentation and relevant data filters are critical
•  Accessibility across “specialist systems” is important
•  Accuracy is more important than ever for qualification,
personalization and predictive engagements
Data Management

•  Perform a data audit to
eliminate duplicates, erase
errors and fill gaps
•  “Traffic cop” software can
keep data moving
accurately between
systems
Data Hygiene

A Data Management
Case Study

•  A major tool company had 1.1 million records
•  Data fragmentation was high: 5 databases and 150 sources
•  Nothing in place to manage accuracy or completeness
The problem
•  Comprehensive data audit and usage requirements
•  Consolidated, centralized marketing database
•  Custom filters for easy sorting
The approach

A strong foundation for personalized,
segmented journeys and campaigns
The solution

Marketing Proverb:
Don’t count your chickens before
you’re sure they meet the criteria
for marketing-qualified chickens.

•  Marketing and sales both
want to turn leads into
sales and revenue
•  Misalignment damages
conversion, wastes time
and loses money
Lead Management
Source: CMO Council

•  Create shared processes and
definitions of qualified leads
•  Alignment workshops
encourage communication
between teams
•  Try telequalification for
higher-quality MQLs
Aligning Sales and Marketing

Marketing Quiz:
Which of these will drive
the most ROI?
Segmented,
multi-channel
marketing
campaigns
A
An ad in the
classifieds
B
Helping the
nice Nigerian
prince who
emailed you
C

•  The days of one-size-fits-all marketing are long gone
•  Programs should be targeted, highly personalized
and use multiple channels
•  The best programs will support every stage
of the buyer’s journey
•  Focus on relevance and value, not volume
•  Content marketing is not campaign marketing
Marketing Programs

A Modern Marketing
Case Study

•  A major automotive software company
faced declining conversion rates
The problem
•  Website automation integration
•  Lead scoring model
•  Journey design and execution
The approach

The solution
•  Marketo database assessment
•  Marketo website setup
•  Scoring model development
•  Journey stream design and mapping
•  Journey asset creation
•  Attribution and reporting setup
•  Campaign configuration and setup
•  Campaign execution

118% of marketers
make up metrics because it’s too
hard to find the results in their tech.

•  You can’t improve what you don’t measure!
•  Real-time reporting will show you how your
operations are performing right now
•  Companies that use data to make marketing
and sales decisions increase ROI by 15–20%
Measurement and Reporting
Source: McKinsey & Company

•  Open rates and click-through rates
don’t tell the whole story
•  What matters more, activity or results?
•  Your metrics should map onto the
SiriusDecisions Demand Waterfall
•  What metrics matter to you and your team?
Get Metrics That Matter!

To be a successful modern marketer,
you need more than tech. You need:

A Case for Change:
Help Management See It Your Way!
•  The old buyer’s journey is dead
•  There’s no new revenue in old marketing
•  To succeed, you need to invest in the
right tools, processes and people
•  Because if you don’t … the competition will

Wondering how you stack up?
Assess your modern marketing readiness at
TheMxGroup.com/modernize

Marketing Proverb:
Give a man a lead and
he profits for a day;
teach a man modern marketing
and he profits for a lifetime.

Modernizing Your Marketing Operations: It Takes More Than Tech

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