The B2B SkinnyAutomation Overload

The State of Play in MA

Adam Sharp

MD CleverTouch Marketing

On whose authority….....Created with MA in mind, 300+ and counting

1. MA is a pretty sh*tty name

Marketing Automation

Customer Experience &

Intelligent Engagement

2. MA is now ubiquitous,part of the Tech Spine

“Our ability to capture data far exceeds our ability to interpret it”Anon.

3. The case for MA

“The value of Marketing in its most simplest form”

3a. The other reason

4. Your role as a Marketer is to translate what this Tech can do back into the business

Fashionistas

• Lead Scoring• Pref Centre• C/T’s & O/R’s

Strategists

• Smarter Revenue• Sales & Marketing

Re-alignment• OD plan• Change

5. Fashionistas over-emphasize

the demo & purchase and

underplan the deployment

6. As a result Organizations underestimate the amount of

change involved (and the investment required)

7. IT IS more than an email tool…......

Consider this: If your average buying cycle is

Longer than your campaigns, leaving a lot to chance.

8. Take a tipThe importance of digital vision & strategy

Source: Eaton @ CleverTouch CX Event 2016

9. Most Organizations don’t have an appropriate

OD plan

9. Most Organizations don’t have an appropriate

OD plan

“Structure follows Strategy”

10. You need new skills, not typical in

Marketing….......PM?

Momentum is key to MA

11. Pick the right vendor partner

for you

12. DO measure the right stuff “Focus on Outcomes not Outputs”

13. It is worth it?

14. Know what the CEO wants from Marketing

1. Fuel the sales function- keep them happy2. Don’t be a cost3. Be relevant (to the business)4. Be a radar5. Be innovative but not fluffy6. Own the digital agenda

15. Be able to…....Answer the Ultimate Marketing Question

Thank you

asharp@clever-touch.com

The B2B SkinnyAutomation Overload

The State of Play in MA

Adam Sharp

MD CleverTouch Marketing