MARKETING AUTOMATION SUCCESS WORKSHOP

Brian Hansford

Director – Client Services

Heinz Marketing

Tw. @RemarkMarketing

Brian’s Explanation

• Marketing AutomationSupports a demand generation strategy and lead management process. Helps to efficiently segment and target personas, delivers content through inbound and outbound channels, scores behavioral interest, and captures data to analyze results and predict opportunities.

• Workflow: MA integrates with CRM and executes lead process workflows based on rules and events defined by Marketing and Sales.

• Content: MA schedules, delivers, manages, and scores content consumption.

• Science: MA captures data to help marketers score leads, evaluate campaign performance, track revenue contribution and look forward to potential future results.

Tools and Technology are not a Strategy

Keep the Customer at the Center

NOT the technology

Platform Segmentation *not comprehensive listing

• Eloqua• Marketo

• Pardot• Silverpop• Act-On

• InfusionSoft• Net-Results• HubSpot• LoopFuse

Highly scalableCRM IntegrationMulti-channel lead nurturing Social platform integrationLead scoringRobust analytics

Moderate scalabilityCRM IntegrationSimple lead nurturing Basic lead scoringBasic analytics

SMB Focus Basic CRM IntegrationBasic lead nurturing Basic Lead scoring

ComplexExtended platform integrationsSales-led nurturingSupport organizationPassionate communitiesStrong partners

Moderate complexitySome platform integrationsBasic support opsLimited community

Basic analyticsEase of use focusLimited platform integrationsInconsistent support

• Constant Contact• MailChimp• MyEmma• iContact• VerticalResponse• Unbounce

Email only or Landing Pages onlyBasic to no CRM integrationClear small business focusLimited scale

5 Planning Areas for 2014 Marketing Automation Success

Process

People

Platform

Content

Data

Process

2014 Process ChecklistDemand Generation Strategy

Definitions of Qualified Leads and Opportunities

Customer persona segmentation

Lead management process definition

Metrics for Success

The Most Critical Resource

2014 People Checklist Demand Generation Training Platform Training

Analytics Training Content Marketing Training Social Media Training

Content

2014 Content ChecklistWithout content, demand generation campaigns won’t

even get off the lineContent strategy – Think Gold!Map content to the buyer’s journey of YOUR customersMix it up: One white paper won’t fuel a campaign Measure asset consumption

B2B Buyers have completed 67% of the purchase decision

processbefore ever talking to a sales rep.

-Sirius Decisions

Platform

2014 Platform ChecklistSupports the demand generation strategyServes targeted content at the right intervalsIntegrated and Synchronized with CRMMulti-touch nurturing campaignsScores behaviors for interest and buying signalsWorks through multiple channels including web, social,

mobile, events, and emailData management capabilitiesAnalyticsSupported with existing people resources and capabilities

Data Health

2014 Data Health Checklist

The single most critical issue

for Marketing Automation in 2014Define data management standardsOpt-In and privacy policyContact governance and cadenceEmail deliverability standardsSpam complaint mitigationPhone contact standardsRecord completenessCleaning, normalizing, appending

Let’s Get to Work!

Thank You!

Brian Hansford

Email: Brian@HeinzMarketing.com

Twitter: @RemarketMarketing

www.HeinzMarketing.com