shane redding tfm&a 2015 marketing automation idm masterclass
TRANSCRIPT
Marketing AutomationMasterclass:
Your essential roadmap to success
Shane Redding
@ShaneRddng
With top tips provided by
members of the IDM B2B Council
#idmacademy
Open slido.com& insert
#idmacademy
idmacademy
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
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
Debunking the hype
• What is Marketing Automation?• Why the hype?• Why do it?• When you SHOULDN’T do it!• Remember Your Customer• Top Tips
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
Gartner's Magic Quadrant for CRM lead management
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.”
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
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
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
Source: http://leadlife.com/2011/09/15/debunking-the-myths-of-marketing-automation/
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
Top Tip: work together
“Collaborate aggressively with your IT team or supplier on the business needs.”
Andrew Buckley, Senior VP, Core Products Europe
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
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
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
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
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
Complex campaign planning
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
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
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 ……?
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 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
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'
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
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
