marketing automation masterclass - the idm · marketing automation masterclass ... . ... •long...

Marketing Automation

Masterclass

Your essential roadmap to success

Shane Redding

@ShaneRddng

With top tips provided by

Members of the IDM b2b council

Open slido.com

& insert #2778

2778

A little bit about me

• IDM senior tutor and hon. Fellow

• Consultant: www.ThinkDirect.biz

• NED of 3 marketing services businesses including www.sharkgate.net

• Love learning!

• Help companies develop effective marketing strategies

@shanerddng

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

On average 49% of companies are currently using

Marketing Automation. With more than half of B2B

companies (55%) adopting the technology.

Emailmonday “The Ultimate Marketing Automation stats”. (August 2016)

More choice = 3,874 OPTIONS!

Gartner's Magic Quadrant for CRM

lead management 2014

2015 combines CRM and MA

Rapid growth and consolidation

Emergence of new “language” adds to confusion

Gartner Jan 2016: Digital Hubs

http://which-50.com/gartners-marketing-hub-magic-quadrant-sees-big-four-pulling-away/

Debunking the hype

• What is Marketing Automation?

• Why the hype?

• Why do it?

• When you SHOULDN’T do it!

• Remember Your Customer

• Top mistakes to avoid and Top Tips to succeed

Automation

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

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

MA key features

• The ability to send email (outbound)

• The ability to host landing pages/forms

• The ability to store campaign assets in a library

• The ability to store customer and prospect records (database)

• Bi directional synch with CRM of data

• The ability to automate a multi-touch (inbound and outbound) marketing campaign and increasingly run “always on” campaigns

http://www.clever-touch.com/files/6113/8497/1928/Marketing_Automation_the_definitive_guide.pdf

Allows Complex Campaign

Planning

Mistake 1: underestimating the HUMAN input required!

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

MA key features

• The ability to score customers and prospects based on who they are and their engagement and then MARKET TO THEM DIFFERENTLY

• 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

• Preference centre (user or end customer managed)

• Reports on marketing RoMI

(but need to link to CRM to do this to £ level)

So who are the market leaders?

PLUS Over 20 email software companies now providing “ marketing automation”

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

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

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

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

Where do you start?

MA Benchmarking report 2015

Circle Research/ B2B marketing

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 Founder

CleverTouch Marketing

What I have learnt

First find the PAIN

Then look for the GAIN

How?

What are the efficiencies to be made?

Actions:

1. First look at your marketing spend

2. Where are processes manual/broken?

How?

Where could you be more effective?

Actions:

1. What is working? (and do more of it through automation = scale)

2. Joining the digital dots?

3. What would increasing the speed and VALUE of leads to sales = £?

Does it deliver?

B2Bmarketing.net and Circle Research “Benchmarking Report Marketing automation” (2015)

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

Mistake 2 = Failure to address the “broken” bits as part of implementing MA

What do your operations (need to)

look like?

Marketing

Sales

Mistake 3. = Failure to understand and plan for change to PROCESSES across the business

Top Tip: Work together

“Collaborate aggressively with your IT team or supplier on the business needs”

Andrew Buckley, Senior VP, Core Products Europe

Mistake 4 = failure to get buy in

Doesn’t work

• 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

TOP TIP: Ask what’s in it for US?

When it works:

• 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

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

WHAT EXCELLENCE LOOKS LIKE:

Sophos Success

http://www.businesswire.com/news/home/20120711005425/en/Neolane-Congratulates-Sophos-DemandGen-Report-Sales-Marketing

Top Tip

‘Hire someone who loves data’

Lawrence Mitchell, CMO RBI

Campaign touch point analysis

Using inbound marketing automation (Hubspot)

allows tracking by all media

Mistake 5: Forgetting 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 ……

So 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

Top Tip: take an agile approach

"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

Road Map to Success

• 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? 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'

© copyright CleverTouch 2015

The MA Journey

= Business Transformation

Have a vision, share it, get buy-in

Business Planning

•Business Requirements Definition

•Platform Assessment

•State of Readiness Mapping

Automation

•Platform configuration

•Business Process Mapping

•Data Preparation

• Initial Campaign execution

•Reporting Dashboards

•User training

Integration

• ‘Trigger’ campaigns based on behaviour / product usage

•Linked campaigns to deliver consistent experience

•Single sales and marketing funnel

Optimisation

•Develop ‘Always-On’ customer / prospect journeys

•Ongoing intelligence & closed loop reporting

Marketing Cloud

•Evolve multi-channel capabilities through deployment of App Cloud and other integrated technologies

Top Tip: and finally

“If you think marketing automation is about automating marketing, you’ve missed the point.

The real value is connecting sales & 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

Independent Advice

• http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/

Marketing Automation for maximum IMPACT = people before tech https://goo.gl/nWHnX8

• Sign up to a full day with the IDM:

Thanks

Shane.redding@thinkdirect.biz

@shanerddng

Marketing Automation for maximum IMPACT = people before tech https://goo.gl/nWHnX8

IDM short courses: theidm.com/training

IDM qualifications: theidm.com/quals

IDM membership: theidm.com/join

To speak to a training advisor, please call 020 8614 0273

or email corporatetraining@theidm.com

#idmacademy