Automation Overload - The State of Play in MA - Adam Sharp, Clever Touch
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Transcript of Automation Overload - The State of Play in MA - Adam Sharp, Clever Touch
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
The B2B SkinnyAutomation Overload
The State of Play in MA
Adam Sharp
MD CleverTouch Marketing