THE MYSTERY OF MARKETING AUTOMATION… SOLVED!

Join the great Sherlead Holmes (and his practical sidekick Dr Watsolve) as they bust myths to solve the mysterious case of marketing automation…

MYTH NUMBER 1:

THE PROBLEM

[SHERLEAD HOLMES SAYS]

“I say, old chap, the problem seems to be that marketing technology is overwhelming and there are simply too many choices out there…”

MYTH NUMBER 1:

THE SOLUTION

1 2 3

[DR WATSOLVE SAYS]

“Perhaps the answer is to focus on the key marketing objectives and prioritise those. Then marketers can narrow down the choice and… ”

[SHERLEAD HOLMES SAYS]

“...find the platform best suited to their needs! I’ve solved it!”

11

MYTH NUMBER 2:

THE PROBLEM

ERROR

[SHERLEAD HOLMES SAYS]

“I do believe there’s a school of thought that marketing automation is too difficult to deploy and use.”

MYTH NUMBER 2:

THE SOLUTION

[DR WATSOLVE SAYS]

“Some of these systems do have a frightfully high number of features and functionalities. I wonder if it would be easier to start by tackling just a few of the core capabilities and using those to meet core marketing objectives…”

[SHERLEAD HOLMES SAYS]

“...and then start using other more complex ones gradually over time. I’ve done it again!””

MYTH NUMBER 3:

THE PROBLEM

[SHERLEAD HOLMES SAYS]

“Now, Watsolve - it appears that marketing automation is only focused on outbound campaigns.”

MYTH NUMBER 3:

THE SOLUTION

[DR WATSOLVE SAYS]

“Well the evidence is that marketing automation supports both outbound and inbound. It seems the data insights ensure relevant marketing messages are delivered thanks to…”

[SHERLEAD HOLMES SAYS]

“...campaign reporting and information from web content management systems! We’re making progress, Watsolve!

MYTH NUMBER 4:

THE PROBLEM

[SHERLEAD HOLMES SAYS]

“Now, they say marketing automation enables the marketer to dictate the buyer’s journey. Is that true, I wonder?

MYTH NUMBER 4:

THE SOLUTION

[DR WATSOLVE SAYS]

“Oh I think the ship has sailed on those days, Holmes. Buyers dictate their own journey now. But marketing automation does let marketers react to different actions and behaviors that leads take, allowing them to…”

[SHERLEAD HOLMES SAYS]

“...respond with relevant content and marketing messages. Of course!”

MYTH NUMBER 5:

THE PROBLEM

[SHERLEAD HOLMES SAYS]

“Now, this is the final mystery. Do organisations need an expansive content marketing team and resources to use marketing automation effectively?

MYTH NUMBER 5:

THE SOLUTION

[DR WATSOLVE SAYS]

“Hmm, I’ll let you solve that one Holmes. I’m sure your superior powers of deduction are equal to the task…”

[SHERLEAD HOLMES SAYS]

“Elementary my dear Watsolve! Erm… erm…”

[DR WATSOLVE SAYS]

sighs “Could it be that marketing automation actually reduces resource needs by taking over repetitive and simple tasks? Perhaps it’s not a question of needing lots of resources, but simply of…”

[SHERLEAD HOLMES SAYS]

“...dedicating the right resources! As I thought.”

[DR WATSOLVE SAYS]

“Very good, Holmes”

[SHERLEAD HOLMES SAYS]

“I have today demonstrated that marketing automation need no longer be a mystery!”We’re making progress, Watsolve!

[DR WATSOLVE SAYS]

“Of course, Holmes.”

[SHERLEAD HOLMES SAYS]

“Perhaps a drink to celebrate. I suppose you have your wallet Holmes? I seem to have mislaid mine.”

TAKEAWAYSThe choice of marketing automation solutions can seem overwhelming; narrow it down to those with features that match your key objectives

Marketing automation solutions have many features; simplify the implementation by focusing initially on core funcitons to meet core goals

Marketing automation improves performance for inbound as well as outbound campaigns

Marketing automation doesn’t allow you to dictate the buyer’s journey but it does give you the power to respond to their needs as defined by behaviours and interactions they carry out

You don’t need an expansive content team to make marketing automation work; used right, the technology frees up time and resource

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