7 Marketing Automation Strategies That Actually Drive Business Results

7 Marketing Automation Strategies That Actually

Drive Business Results

The New Wonders of the World

Marketing Automation Mobile Phone Battery Life

Why Marketing Automation

Buying Has

Changed Forever

The Landscape of the Buyer Has Changed

Forever

The customer’s path to purchase is forever changing. The only thing that is predictable is that they will do their research.

In fact, consumers have made 50% to 70% of their decision before they even think about contacting you.

It’s your job as marketers to understand when, where and how they’ll research their next purchase.

…And They Don’t Need Your Sales Pitch

Lifecycle MarketingMarketing Automation

Paid MediaWebsite

DevelopmentSearch Engine Optimization

Content CreationCRM Database

MarketingAutomation

Contact Center

AnalyticsKPI Reporting

Custom Dashboards

Acquire Engage Optimize

Tiffany TooleyTiffany aims to help today’s marketers feel like they’re making a difference. As the WW Marketing Leader for Digital Marketing Agencies at IBM, she has the distinct pleasure of using her 15+ years of marketing and agency experience to help today’s agencies best support their clients and grow their businesses. She is responsible for developing a global strategy and campaigns that can be executed to drive increased engagement and pipeline opportunities around the world. When she’s not busy coming up with her next greatest idea or planning her next trip, she spends an obscene amount of time online, coming up with (yet another!) house project and eagerly anticipating the next Star Wars release or college football season. Tiffany is the proud mom of two sons, both of which are Star Wars and college football fans, as well. The house projects, they can seemingly do without – go figure.

Christina SkinnerChristina is passionate about building strong teams that drive for results – that are measurable. She has 15 years experience in sales and marketing, with the majority in the for-profit education sector. Currently, Christina is the Sr. Manager of Marketing at Capella University leading the Brand Experiences team. She manages strategy for the digital and communication experience for prospects, learner and alumni, along with developing strategies for referral, word-of-mouth and advocacy that drive new and repeat business.In her downtime, she is busy being super mom raising and breaking up arguments between her two six year olds and doing overpriced yoga in the burbs to keep her sanity. Her passionate leadership style transcends into her family life – driving for results. She micro-manages the family schedule, dominates Excel spreadsheets and receives multiple online clothing subscriptions, against her husband’s wishes.

Dave WoodbeckDave takes pride is starting a marketing consulting company that included both strategy and technology before either were cool. He leads the charge with an insane interest in the wildly variable, yet strangely predictive, psychology of why people buy – backed by a fascination (and knack) for measurement systems that guide the needle in digital marketing.Dave is quick to point out that his experience gives him the perspective to identify the marketing strategies and executions that will work, and the humility to know that you need an excellent team to deliver on those results. After hours, Dave’s MN Wild hockey obsession is, in his words “a complete alter ego dedicated to this crazy passion that sometimes embarrasses me, but what can I say?”

Lack of Effective Strategy

Our marketing research in partnership with Ascend2 stated 58% of marketers believe lack of an effective strategy as the MOST SIGNIFICANT BARRIER to successful marketing automation.

See Where You’re Going First

Technology is just a tool. Launching a program without already thinking about how you’ll use it is like trying to assemble a piece of Ikea Furniture without instructions.

Benchmark Yourself

Benchmark Yourself23%

35%24%

14%4%

Disciplined Approach to Strategy

Let’s Chat Strategy

Write This Down!

Investing in technology won’t automatically deliver an ROI. Technology is only a tool and it is the overall strategy and implementation of that strategy within the tool that brings the return.

Benchmark Your Current State Then Develop Strategies That Build Your Maturity

Lack of Ability or Know

HowIt’s hard to be a Jack or Jill of all traits. In most cases marketing people don’t speak IT and IT staff doesn’t understand marketing lingo.

Marketing in the 2010’s is a Left Brain & Right Brain Skill

The Infamous T-Shaped Marketer

They’re an expert at their core discipline, yet they understand jargon from other disciplines well enough to call people out on their bullshit baloney.

Let’s Chat Marketing Talent

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Digital marketing is in many ways advancing faster than traditional marketers can transition and universities teach. That means many marketing professionals have a shallow understanding across wide practices. In turn some digital marketers because of their knowledge and success in one discipline are handed other digital responsibilities that their skills or bandwidth do not support.

You’ll likely find the best success is a mix of in-house and outsources-professionals.

Define the priority, range and level of digital skills required then create training plans across teams.

Content Creationand Development

Technology isn’t everything. When communicating with your audience, how do you know: What to say… When to say it... Where to say it... How often to say it...

Good news, content marketing is dead so you don’t have to worry about it anymore

Defining the Terms

Content Strategy

HAVE SOMETHING GOOD TO SAYFor the creation, publication and

governance of content 

Content Marketing

SAY IT WELLTo attract, engage and convert using

content

The Messaging Gap“It doesn’t matter what product you buy. Most products are now good enough to serve the majority of users most of the time.”Simon Hayward, VP and Gartner Fellow in Gartner blog

Structured Approach to Content Development

Let’s Chat Content

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As technology increases our ability to implement strategies and provide more frequent and relevant messages, the need for good content increases.

While focus tends to be on the technology and strategy, don’t let your content and creative get sidelined until the end. Have a content strategy, and like all things digital LEAN is best. Get to market quickly, test and revise along the way.

Drive your message from the corporate level to the person level.

Budget ConstraintsIt’s just like your parents told you… Money doesn’t grow on trees!

Measurement Gap

But, many don’t know how to align against revenue.

Opens and Clicks are important, but that’s not what executives care about.

Measurement See-Saw

Climb the Value PyramidVisio

n

Objectives

Goals

KPIs

Metrics & Measures

Let’s Chat Dollars

Write This Down!

Budget conversations are rarely fun dialogs. However you can change the conversation by understanding the value of your marketing efforts. Validate your work by knowing your data and how to project your return on investment. You’ll find you enjoy the budget talk much more when you show how you’re investing in growth, rather than a sunk cost.

Align your metrics to company KPIs and stretch to sell the value.

Marketing | Sales | IT

AlignmentWhy can’t we be friends. Three different departments with very different perspectives on how to achieve your business goals.

Connection Points

Integrated Process Outcomes Integrated Data Points

Source: Sirius Decisions

Let’s Chat Team Alignment

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Everyone on your team wants to succeed. At least we assume that’s the case. Natural silos and communication breakdowns exist in nearly every work environment.

Allow more freedom, even create a playground for Marketing Technologists to work across Marketing, Sales and IT to develop and drive successful projects.

Agree on an outcome and create a scorecard to keep each team accountable.

Complexity of Marketing Technology

Implementing Marketing Technology can seem like you’re stuck in a maze. You’ve heard this before:

LEAD DISTRIBUTION / ROUTING LEAD PRIORITISATION / LEAD INSIGHTS

INBO

UND

OUT

BOUN

D

CHANNELS LEAD SOURCES

Email

Forms

Landing Pages

MARKETING QUALIFIED LEAD

NURTURING

• Low Quality Leads

• Lifecycle• Cross Sell• Acceleration• Retention• Welcome /

Onboarding

CONTACT RULES

• Suppression• Contact

Thresholds• Recency

REAL-TIME CLOSED LOOP ANALYTICS

Segmentation

Lead Recycling (Prospect or Customer is not ready)

Sale

SCORING

MODELLING / ANALYSIS / SEGMENTATION

Propensity Models+ Early Adopter+ Next Logical Product+ Retention

Analysis & Recommendations+ Detailed analysis of data+ Recommendation to marketers for inflight campaign optimisation

Implicit (Behavioural)+10 – Home Loan SEO+15 – Home Loan Landing Page+35 – Filled Out Form+ 5 – Visited Blog

Explicit (What Customer Tells Us/What We Know)+10 – Job Title Contains Executive+15 – Existing Product (Credit Card) +15 – Postcode

NEW LEAD PROCESSING

Immediate Hot Leads

AWARENESS NAMES PROSPECTS LEADS OPPORTUNITY SALE

OTR

LEAD / CUSTOMER ENGAGEMENT & FOLLOW UP

• Work Activities• Tasks

• Blog• eDM• Direct Mail• Ad Targeting• UIB• Social• Content• Landing Pages• Forms• Events• Webinars

Branch

Referrals

DB/PAS

Customer Centric View

Events

Data Management Analytics Reporting

Work the TechnologyInvest 90% of your budget in people and 10% in technology- Avinish Kaushik

http://www.kaushik.net/avinash/the-10-90-rule-for-magnificient-web-analytics-success/

Let’s Chat Marketing Technology

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The goal of marketing technology is to make it easy for a marketer to use and not involve IT. But it is not always that easy. A new bread of marketers are evolving “Marketing Technologists” to assist in the implementation, integration and ongoing strategy and management of technology solutions in the marketing stack – build your team with this in mind so that traditional marketers receive the technology support required to be successful

Invest more in people who understand the technology than the technology itself.

MigrationIntegration

ImplementationYes, we’ve identified a new marketing platform that will make our lives easier. Now what?

Impa

ct

Time

Delivered

11 Months +Project

OH SNAP!1 Months +

Traditional Implementation Approach

Impa

ct

Time

11 Months +Project

OH SNAP!1 Months +

OH SNAP!Delivered

Delivered

OH SNAP!

Delivered

Delivered

Rapid Iterative Approach

Let’s Chat Migration|Integration|Implementation

Write This Down!

The real challenge is in the migration and integration and implementation of your shiny new platform. It’s the baseline to ensuring successful strategies are executed.

Careful, as strategy can easily be lost in translation between IT and Marketing. Even vendors may not have a true understanding of your strategies. So this final challenge brings us right back to the beginning… Have a sound strategy and know how to communicate it across departments and skill sets.

Develop in a rapid iterative fashion with many demonstrations to ensure you stay aligned with strategy.

Let’s Recap

Strategy Summary1. Benchmark Your Current State Then Develop Strategies That Build Your Maturity

2. Define the priority, range and level of digital skills required then create training plans across teams.

3. Drive your message from the corporate level to the person level.

4. Align your metrics to company KPIs and stretch to sell the value.

5. Agree on an outcome and create a scorecard to keep each team accountable.

6. Invest more in people who understand the technology than the technology itself.

7. Develop in a rapid iterative fashion with many demonstrations to ensure you stay aligned with strategy.

…On to the next wonder of the worldPlease help yourself to a party favor tonight and RE-CHARGE anytime you need it.

Thank You! The panel discussion is over, but the fun isn’t!

Feel free to stick around for drinks, networking and fun.