Preparing for Marketing Automation: Don't Get the Cart Before the Horse
-
Upload
charles-besondy -
Category
Business
-
view
247 -
download
0
description
Transcript of Preparing for Marketing Automation: Don't Get the Cart Before the Horse
www.BesondyLLC.com 1
Preparing for Marketing Automation: Don’t Get the Cart before the Horse
Charles Besondy, PresidentBesondy Consulting & Interim Management LLC
& Certified MathMarketing Funnel Coach
www.BesondyLLC.com 2
Today’s Agenda
1. Are you ready for a MAP?2. Building a foundation for MAP3. What processes to align first4. Data quality5. Content & personas6. People7. Management expectations8. Building the blue print for a MAP decision9. Questions, access to resources
Thanks to the following companies and people for contributing insight for this webinar: Marketo, ActOn, Steve Gershik and Joseph Zuccaro.
www.BesondyLLC.com 3
Warning #1
“An organization is a system perfectly designed to produce the results it is producing.
If you want to change the results, you have to change the design!” -Richard Eppel
www.BesondyLLC.com 4
Warning #2
“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency.
The second is that automation applied to an inefficient operation will magnify the inefficiency.” – Bill Gates
www.BesondyLLC.com 5
Can you achieve fast time to value?
Jack Nicholson in A Few Good Men, 1992
You want the truth? You
can’t handle the truth!
www.BesondyLLC.com 6
CLICK FOR NARRATED VERSION, OR CONTINUE TO NEXT SLIDE
http://www.besondyllc.com/marketing-automation/
www.BesondyLLC.com 7
How to know you’re not ready for a MAP
1. Buyer’s journey???2. Who’s our target, really?3. “Processes? We don’t need
any stinking processes?”4. We haven’t updated our
contact list in over a year5. Love that spray and pray
email strategy
6. A few big deals a year – that’s all we need
7. Our IT department totally controls the website
8. What content?9. Who’s going to drive this
thing?10. Does the boss know?
You’re company isn’t mature enough yet to benefit fully. Any one of these points could cause significant delay in time to value for a MAP.
www.BesondyLLC.com 8
Marketing maturity
Marketo Benchmark to Revenue Study
www.BesondyLLC.com 9
How to know you’re ready
Push me!
www.BesondyLLC.com 10
How to know you’re ready
1. You and the sales manager know the ABCs of your MQLs and SLAs
2. Processes are aligned to the buyer’s journey
3. You’ve been conducting integrated email and web marketing programs
4. Your DB is accurate and can be segmented
5. Content exists and resources are available to create more
6. You can create a landing page without needing a note from your mother
7. Sales welcomes integration with their CRM
8. Top management is on the bus9. There is a resource for MA Admin,
or Marketing Ops (inside, contractor, agency)
10. Campaign planning and data analysis skills are in-house or a phone call away
Your company is mature enough to realize a fast time to value with a MAP if most of these situations are present
www.BesondyLLC.com 11
A platform for the platform
Management Buy-in
Aligned Processes
Content Persona
Skills
Data
www.BesondyLLC.com 12
Managing expectations
• Transforming the marketing function, not applying a technology
• Building an engine for revenue growth, not automating marketing
• You must have a champion in the C-suite
www.BesondyLLC.com 13
Time to value
• Most companies take over 7 months to reach ROI for MA
• More than half say they haven’t achieved “best value possible” even if ROI objectives have been achieved
• Only 15% of marketers believe they are using their MAP to its fullest potential - SiriusDecisions
www.BesondyLLC.com 14
The platform for the platform
Management Buy-in
Aligned Processes
Content Persona
Skills
Data
www.BesondyLLC.com 15
Processes
• Sales and marketing alignment– Buyer’s journey– Integration with CRM– Lead scoring– Lead definition– SLA
www.BesondyLLC.com 16
Buyer’s journey / Sales journey
Unknown and unaware
Positioned in category
Interest
Problem - MQL
Need to solve - SAL
Offer understood
Preference formed
Decision
Contract
Sales stage 1, 2Sales stage 3Sales stage 4, 5Sales stage 6Sales stage 7Sales stage 8
www.BesondyLLC.com 17
The platform for the platform
Management Buy-in
Aligned Processes
Content Persona
Skills
Data
www.BesondyLLC.com 18
People
• Not your father’s marketing department– Marketing ops– Data analyst– Content– Creative– Campaign strategy– Data manager– Social media– Digital media– Traditional media
www.BesondyLLC.com 19
The platform for the platform
Management Buy-in
Aligned Processes
Content Persona
Skills
Data
www.BesondyLLC.com 20
Data
• Contact list accuracy• Comprehensive• Quantity• Building vs. existing
www.BesondyLLC.com 21
The platform for the platform
Management Buy-in
Aligned Processes
Content Persona
Skills
Data
www.BesondyLLC.com 22
Personas & segments
• Knowing your buyer intimately is a sign of marketing maturity
• Customized and personalized messages/offers produce higher conversion rates
• MA enables highly personalized nurturing campaigns
www.BesondyLLC.com 23
The platform for the platform
Management Buy-in
Aligned Processes
Content Persona
Skills
Data
www.BesondyLLC.com 24
Content
• Content is both bait and fuel for engagement
• Align to buyers journey stages and persona
• Start simple• Quality (value) vs.
quantity• Build a stable and a war
chest
www.BesondyLLC.com 25
Content
Unknown and unaware
Positioned in category
Interest
Problem
Need to solve
Offer understood
Preference formed
Decision
Contract
www.BesondyLLC.com 26
Keep the goal in focus
“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency.
The second is that automation applied to an inefficient operation will magnify the inefficiency.” – Bill Gates
You are building an engine for revenue growth, not automating marketing
www.BesondyLLC.com 27
Building a blue print for MAP, the FunnelPlan™
• Sales objectives• Strategy
– What– To whom– Through whom– Against whom
• Stages of buyer’s journey– Lead definition and hand-off
• Funnel math / model• Tactics to produce required
results and velocity• ID gaps in resources• ID where MA is required to
make the plan happen• Prioritize the required MA
functionality
Three days that will put your company on the right course for a successful MAP implementation
www.BesondyLLC.com 28
Contact
Charles Besondy
www.BesondyLLC.com@CharlesBesondy
Tips, tools, info and programs for pre-Marketing Automation planning
www.BesondyLLC.com/pre-MAP-help