The Humand Side of Marketing Automation

The Human Side of the Demand Centre

Greg Wilson

Demand Generation & Marketing Operations Manger

Canon Europe

@_gregw

1

Our biggest learning so far

24/06/2015

2

Going live with

Marketing

Automation is

the start, not the

end, of a

journey

Every good journey needs a route, or a plan.

What needed to be done?

By whom?

Who would approve?

Who will do what?

By when?

How much will it cost?

24/06/2015

3

Go Live – On Time & On Budget, Now What?

Who does? Who pays? Who monitors?

How many? How much?

When?

What’s next?

24/06/2015

4

What our ‘clients’ told us along the way…

Reduce complexity

Shorten timescales

Increase flexibility

•Improve engagement with Demand Centre

•Streamline campaign creation model

•Limit ‘variation’ in first activities

•SmartStart to first campaign

•Initial brief to deployment

•Ability to do more in system

•Fast track process for basic batch sends

•Clear ‘development’ path

5

You cannot rush the process, but everyone wants too

6

Crawl, then walk, run and sprint

#8 YOU’RE NOT

RUNNING A

CORPORATE TEAM –

YOU’RE RUNNING

AN AGENCY

(DEMAND CENTRE)

…..

@_gregw

… AND IT NEEDS TO

BE AN EFFICIENT

ONE

@_gregw

“Any amount of under-utilisation of marketing

automation is a problem – it prevents companies

from generating maximum return on investment.”

The State of Marketing Automation Maturity Report, Spear Group, April 2015

To maximise utilisation & efficiencies you need a mind-set change

As a central Marketing Automation team what’s different?

Clients – not colleagues

Someone else is managing your

work stack

Your clients miss deadlines

Everyone wants everything now,

without paying

QC / QU is detailed

It’s all new and can be intimidating.

As a local marketer what’s different?

Local is better

They always want stuff, now

Missing a deadline means waiting

The centre always takes longer and needs

more beifing

There’s way more to test, and re-test

Why do you need half this stuff anyway, it’s

only a few emails

Your focus can’t just be on the now

Keep an eye on the industry, who’s doing

what

Keep up with emerging trends

Spend time with your suppliers, consultants

and vendors

Work with your colleagues and dream, then

deliver

Monitor the 1856 (and counting) other

Marketing Applications

Continually evolve, and deliver against, your

roadmap

24/06/2015

13

© Brent Stirton/ Reportage by Getty Images. Canon Ambassador

As I said, our biggest learning so far

24/06/2015

14

Going live with

Marketing

Automation is

the start, not the

end, of a

journey