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

http://www.thinkdirect.biz/http://www.sharkgate.net/

First what about you?

1. Are you one of the 25% of marketers* who doesnt 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

http://www.softwareadvice.com/crm/buyerview/marketing-automation-2014/

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 SHOULDNT 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

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/VCs

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: Dont 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 shouldnt 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

Doesnt 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 whats 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, youve 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:

http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/https://goo.gl/nWHnX8

Thanks

Shane.redding@thinkdirect.biz

@shanerddng

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

mailto:Shane.redding@thinkdirect.bizhttps://goo.gl/nWHnX8

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