creating an implementation plan for successful marketing automation
TRANSCRIPT
Building a foundation for success21st June 2016
A (very) brief intro
ABM Consultancy & ServicesOur end-to-end workflow for Customer Lifecycle ABM ensures actionable insight is at the heart of everything we do:
Account identification and prioritization
Stakeholder mapping
Propensity-to- buy modelling
Sales & marketing alignment workshops
Account Value Proposition (AVP) messaging
Campaign structure
Content strategy
Engagement channels consultancy
Personalized digital assets
Sales enablement content
Social and IP-based advertising
Marketing automation
ROI measurement
Marketing attribution
Audience and Account Profiling
ABM Strategy ABM Engagement Planning Campaign Execution Impact Measurement
Insight at the heart of everything
What are people trying to achieve
We need to up-sell/cross-sell more to our key accounts…
...by understanding our target audience’s pain points
...through engaging in a more personal way
...as well as defending against competitive propositions
We need to win new target accounts…
...through initiating relationships with decision makers
...by driving and shaping buying cycles (pre-RFP)
...by engaging target accounts as part of bids
Our customers’ common drivers
Four barriers stopping organisations achieving these goals
Only 33% of the buyer journey consists of a direct engagement with a brand
And so, the challenge is simple. When a buyer does engage, how do you manage an-insight driven, timely engagement using the right content and channel?
Dealing with a self-guided buying cycle
Acquire Engage Pitch Win Retain Upsell Evangelise
‘Visi
ble’
inte
ract
ion
‘Invi
sible
’ res
earc
h
67%*SiriusDecisions
33%
Struggling to personalise at scale
Not enough time
Personalisation of engagement efforts is rated as the number one priority by 33% of CMOs*, the highest of any factor. However, a number of barriers stand in the way of this:
*Adobe
The wrong insight
Lacking skills Not utilising technology
A lack of Sales / Marketing alignment
Issue #1: 50% of sales time is
wasted on unproductive prospecting — but sales
reps ignore 50% of marketing leads
(The B2B Lead)
Issue #2: Across the board, 87% of the terms used by sales
and marketing to describe each other are negative
(CEB)
Issue #3: 90% of marketers can’t
calculate the ROI of their digital marketing spend
(Fournaise)
Silo-based thinking, preventing a joined-up approach
Salespick target accounts based on assumptions and generalisations
Research/ analyticsseek to understand accounts with limited context and often at single point in time, meaning output is bland and high-level
Marketinglack time, resource or
understanding to interpret insight, so
resort to generic campaign briefs and
activity
Creativebuilds a campaign based on overarching messages and non-specific personas
Campaign executionresort to tired mass-marketing tactics hoping to reach leads with generic messaging and content
Marketing opsinvested in a range of
technologies but struggle to track success of
campaigns through to the impact on sales
CMO/CFOstruggle to see value of programme and cut budgets
How does Marketing Automation address these problems?
How Marketing Automation helps
Problem faced by Marketing team How Marketing Automation helps
Self-guided buying cycle Web tracking and web personalisation
Personalising at scale Automation of nurture tracks, web experience and access to objective data
Lack of sales/marketing alignment Objective scoring, integration with CRM
Silo-based thinking Objective data to provide evidence for future activity
How best to implement?
Have a plan● What are you trying to solve?● Why are you trying to solve it?● Which other stakeholders do you need to
explain your thinking to - CFO, IT director, sales director
● Have they bought in to your vision?● What other resources/tools/skills do you
need?● Are your current sales/marketing processes
set up for this?● What will success look like and how will you
know if you’ve succeeded?
● Don’t be swayed by shiny lights and promises
● What is the functionality you really need versus the nice to have
● Are you planning on integrating with your CRM?
● Are there any data compliance issues unique to your business/industry sector?
● What is the business case behind your answer to each of the previous questions?
Achieving your plan
“Don’t count the people that you reach, reach the people who count”
David Ogilvy
Understand your audience
● Relevant● Tailored● Personalised● Multi-channel● On their terms
The journey
● Education, education, education● Seek feedback● What does good look like● How will you communicate this back
Sales / Marketing alignment
● Be clear on timescales● Evolve, experiment, test● Pilot vs full deployment
Expectation setting
In summary
● Be clear on what you’re trying to achieve
● Understand your audience○ What journeys○ What content○ What channels○ What message
● Set expectations● Experiment!!!● Start small and celebrate
success
Things to remember
