Marketing Automation Marketing Week Live 1014 IDM session

Marketing Automation

Debunking the hypeShane Redding@ShaneRddng

A little bit about me

• IDM senior tutor and hon. Fellow• Consultant: www.ThinkDirect.biz • NED of 4 marketing services businesses• Love learning!• Help companies develop effective marketing

strategies

@shanerddng

Debunking the hype

• What is Marketing Automation?• Why the hype?• Why do it?• When you SHOULDN’T do it!• Options• 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

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

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?

• “Bright and Shiny”*• Vendor driven• Private Equity/VC’s• Economic pressure

*http://hub.am/UgSL8o

Nothing New

User comparisons https://www.g2crowd.com/categories/marketing-automation

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

You shouldn’t do it ..

• In isolationNeed 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

http://blog.hubspot.com/marketing/is-marketing-automation-worth-the-hassle

Are you asking the right Question?

Who are the champions?

• Audience: Merchants• Opportunity: Mobile

payments • Solution: Why and how to

do it• Campaign: Integrated;

dedicated microsite, email, phone, video

• Suppliers: Base One, Clevertouch

• Platform: Eloqua

Results: • 6% customer base visited microsite• Uplift of 8% of merchants preferring

PayPal as mobile payment solution

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

Campaign touch point analysis

Using inbound marketing automation (Hubspot) allows tracking by all

media

Starting Out

• Start with clear objective what will success look like? Do all the stakeholders agree?

• Start smallcan you trial a MA approach using existing systems?

• Learn from otherssimilar businesses, consultants

Remember the customer!

• How will MA benefit them?Seamless experience, whatever their touch point,

providing them with the 3 Rs1.Relevant content2.Right time3.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?

Top Tips

• Planning• Hard Work• Practice • Lessons• Skill

Lots and Lots of Information

• www.marketo.com• www.hubspot.com• www.eloqua.com (Oracle)• www.pardot.com (Exact Target/ Sales Force)• www.silverpop.com (IBM)

Independent Advice

• http://www.marketingautomationsoftware.com/guides/ten-steps-to-selecting-marketing-automation-software/

• www.clever-touch.com • www.cyance.com • Visit the IDM stand A366• Sign up to a full day: www.theidm.com/auto

Thanks

[email protected]@shanerddng