An overview of marketing automation today and what to consider when making an investment in this new technology. Includes top tips from leading marketers as well as highlighting common issues to be overcome

1. Marketing Automation
Masterclass:
Your essential roadmap to success
Shane Redding
@ShaneRddng
With top tips provided by
members of the IDM B2B Council
#idmacademy

2. Open slido.com
& insert
#idmacademy
idmacademy

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

4. First – what about you?
1. Are you one of the 25% of marketers* who doesn’t yet
REALLY know what Marketing Automation is?
2. Are you looking at MA as an option for your company now?**
3. Do you already have MA but want to get more from it?
*http://www.adestra.com/marketer-vs-machine-exploring-
marketers-use-technology-automation/Automation is?
**91 Percent of MA Software Buyers Are Shopping for the First
Time, Finds 2014 Study

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

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

9. 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

10. Gartner's Magic Quadrant for
CRM lead management

11. Top Tip
“
Chris Wilson, MD, Earnest
“Don't call it Marketing Automation”
“I seriously think the terminology sets out the wrong context,
wrong 'reason why' and moves it further and further from any
underlying business objective for doing it.”

12. 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 (inbound and
outbound) marketing campaign
http://www.clever-
touch.com/files/6113/8497/1928/Marketing_Automation_the_definitive_guide.pdf

13. 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

14. Why the hype?
• Vendor driven
• Private Equity/VC’s
• Economic pressure
• “Tech Revolutionists”
Building what Claire Wood, Director at Deloitte calls a wave of
excitement

15. 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

16. 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

17. 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/

18. 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
• Poor collaborative working

19. Top Tip: work together
“Collaborate aggressively with your IT team or supplier on the
business needs.”
Andrew Buckley, Senior VP, Core Products Europe

20. You shouldn’t do it...
• In isolation – you 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 and a training budget

21. TOP TIP: Create a coherent
vision
Adam Sharp, MD and founder of CleverTouchMarketing
“Create a vision for what a coherent marketing technology
strategy and architecture could look like and take new thinking
back to the business.”
http://tfmainsights.com/powerful-ways-marketing-tech-will-change-career/?preview=true

22. Top Tip: Don’t buy off a demo
“This is a change management purchase not a technology
purchase and about doing things differently…. so allocate at
least 3x the cost of the software on effective coaching,
mentoring and enablement.”
Adam Sharp

23. Top Tip: Ask what’s in it for US?
When it works:
•In a large, complex B2B/B2C environment; with large numbers
of customers and high value products and services
•Within a hugely competitive landscape where scores of other
organisations are all competing with you for the time and
attention of your target audience
•Where nurturing individual relationships is key to the future
growth of your business
Claire Wood, Deloitte

24. 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

25. Complex campaign planning

26. Top Tip: Invest in people
“Allocate specific resource to make it work and then double it.
The automation part of MA will give the greatest results when
you invest significant time of real people at the front end to plan
each journey and outcome effectively.”
Kirsty Dawe, Director, ReallyB2B

27. Top Tip:
‘Hire someone who loves data’
Lawrence Mitchell, CMO, RBI

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

29. 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 ……?

30. 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?
Only then “will it create a personalised experience for each
client driven by the client and that again is something that
simply could not be done by human intervention, particularly
not on a volume basis.” Claire Wood, Deloitte

31. Top Tips: Plan to succeed
“Ensure that the implementation plan allows enough time to
research and refine the process by audience, so that it does not
detract from the existing and check that the process links to all
channels to market.”
Andy Grant, BowanArrow
“Identify some early wins that you can see ahead of the revenue
flowing through (e.g. new insights, integration, deeper
engagement, shorter cycle).”
Pete Jacob, Purple Salix

32. Road map to success
• Start with clear objectives: what will success
look like? Do all the stakeholders agree?
• Start small: can you trial a MA approach using existing
systems? Or test by outsourcing a campaign to build ROMI
case?
• Learn from others (mistakes!): Similar businesses,
consultants, suppliers
• Invest in people: Think of it as a change management
programme
'Think big, start small and learn quickly'

33. Top Tip: and finally
“If you think marketing automation is about automating
marketing, you’ve missed the point.
The real value is connecting sales and marketing, gaining
transparency into your business' pipeline, understanding the
impact of marketing and finally getting a seat at the strategy
table alongside sales.”
John Watton, Director Digital Marketing EMEA
Adobe Systems Europe

34. More information
• Shane teaches on the IDM Marketing Automation Masterclass &
on the Diploma in B2B Marketing
• 10% discount on any of the related training courses to session
delegates
• 3 months free IDM membership for anyone who books an IDM
Digital Academy training session
• Visit the IDM at stand F60
• Enquire about IDM bespoke or in-house training
www.theidm.com/in-company/
• http://www.marketingautomationsoftware.com/guides/ten-
steps-to-selecting-marketing-automation-software/
• www.clever-touch.com www.cyance.com

35. Thanks
Shane.redding@thinkdirect.biz
@shanerddng
Want to learn more? Come to the roundtable at 13.00