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Raab future proof marketing automation in 2012
- 1. Marketing Automation in2012: Future-Proof Your Selection David M. Raab Raab Associates Inc. draab@raabassociates.com
- 3. Seven Deadly Sins ofMarketing System Selection 1. ignoring users 2. lack of purpose 3. no requirements 4. talk only to leaders 5. let the vendor drive 6. focus on functions 7. work without experts
- 4. State of theArt: Abysmal • 50% only consider one vendor • 66% rely primarily on internal meetings • 42% use online research • 25% consult with in-house IT • 19% do formal needs assessment & RFP • 25% do pilot deployment sources: CMO Council, Raab Associates
- 5. Readiness for Future:Abysmal 81% of marketers find online marketing ‘challenging’ 34% of marketing budget is already online online channels are growing the fastest CMOs are unprepared for • 71% data explosion • 68% social media • 65% more channel and device choices sources: Penton Marketing Services, Google/Ipsos, Bizo, IBM
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- 7. Why new buyer process Why? •do their own research •don’t talk to sales •don’t talk to experts •rely on social media new marketing needs •new media and channels •new skills are rare •tight marketing budgets •little tech buying expertise
- 9. better selection process •requirementsdefinition •vendor search •project management
- 10. Requirements Document • Background • Marketing Process • Existing Systems • Project Objectives • Data Sources • Required Functions • Use Case Scenarios
- 11. better selection process •requirementsdefinition •vendor search •project management future-safe vendor •past innovations •flexible technology •training and support •non-tech education •vertical expertise •financial strength •corporate culture
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- 13. Today’s Lessons 1.Forget thepast 2.Remember the future 3.Change the present
- 14. Thank You David M. Raab draab@raabassociates.com www.raabguide.com
Editor's Notes
- #7 new buying process, same as every other b2b product - buyers do own research, don’t talk to sales - also don’t talk to consultants - try to use social media but it doesn’t work (good for networking, discovery, bad for tech support, detailed info)even worse because of - so many changes in channels and media, so quickly - so few people with existing skills - limited budgets and management support - so little tech purchasing expertise
- #8 new buying process, same as every other b2b product - buyers do own research, don’t talk to sales - also don’t talk to consultants - try to use social media but it doesn’t work (good for networking, discovery, bad for tech support, detailed info)even worse because of - so many changes in channels and media, so quickly - so few people with existing skills - limited budgets and management support - so little tech purchasing expertise
- #9 all is not lost…what you can do about it - already discussed requirements and vendor search, but there’s more - don’t know future needs, so need to find flexible vendor: support, education, technology, viability, industry knowledge, culture
- #10 all is not lost…what you can do about it - already discussed requirements and vendor search, but there’s more - don’t know future needs, so need to find flexible vendor: support, education, technology, viability, industry knowledge, culture
- #12 all is not lost…what you can do about it - already discussed requirements and vendor search, but there’s more - don’t know future needs, so need to find flexible vendor: support, education, technology, viability, industry knowledge, culture
- #13 - social (replacing email and search, maybe; use to gather data, identify opportunities, tailor communications, as well as push messages and track results) - mobile (now for user interface, soon for client promotions – new formats, new consumption patterns, QR codes) - video: way to create more content, is how users want to consume - coupons: deal of day for b2b consumables; expect to filter down from consumer marketing - automation: another way to get around the skills gap, to increase productivity - external data (huge source of competitive advantage; support by capturing social, compiled online behavior, public info) - analytics: rpm, optimization; way to control automation, prove value