Marketing Automation Masterclass

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1 Marketing Automation Masterclass Your essential roadmap to success Shane With top tips provided by Members of the IDM b2b council

2 Open slido.com & insert #

3 A little bit about me IDM senior tutor and hon. Fellow Consultant: NED of 3 marketing services businesses including Love learning! Help companies develop effective marketing

4 First what about you? 1. Are you one of the 25% of marketers* who doesn t yet REALLY know what Marketing Automation is? 2. Are you looking at MA as an option for your company now?** 3. Do you already have MA but want to get more from it? * is? **91 Percent of MA Software Buyers Are Shopping for the First Time, Finds 2014 Study

5 On average 49% of companies are currently using Marketing Automation. With more than half of B2B companies (55%) adopting the technology. monday The Ultimate Marketing Automation stats. (August 2016)

6 More choice = 3,874 OPTIONS!

7 Gartner's Magic Quadrant for CRM lead management 2014

8 2015 combines CRM and MA

9 Rapid growth and consolidation Gartner Jan 2016: Digital Hubs Emergence of new language adds to confusion

10 Debunking the hype What is Marketing Automation? Why the hype? Why do it? When you SHOULDN T do it! Remember Your Customer Top mistakes to avoid and Top Tips to succeed

11 Automation a feedback control mechanism, which allows adjustment to processes, with minimal or no human intervention

12 Marketing Automation Define, schedule, segment, execute ( ) and track marketing campaigns True MA tech incudes a feedback loop, driven by analytics and scoring that adapts the campaign to different customer journeys.

13 MA key features The ability to send (outbound) The ability to host landing pages/forms The ability to store campaign assets in a library The ability to store customer and prospect records (database) Bi directional synch with CRM of data The ability to automate a multi-touch (inbound and outbound) marketing campaign and increasingly run always on campaigns

14 Allows Complex Campaign Planning Mistake 1: underestimating the HUMAN input required!

15 Top Tip: Invest in People Allocate specific resource to make it work and then double it. The automation part of MA will give the greatest results when you invest significant time of real people at the front end to plan each journey and outcome effectively Kirsty Dawe, Director ReallyB2B

16 MA key features The ability to score customers and prospects based on who they are and their engagement and then MARKET TO THEM DIFFERENTLY 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 Preference centre (user or end customer managed) Reports on marketing RoMI (but need to link to CRM to do this to level)

17 So who are the market leaders? PLUS Over 20 software companies now providing marketing automation

18 Vendor driven Private Equity/VC s Economic pressure Tech Revolutionists Why the hype? Building what Claire Wood, Director at Deloitte calls a wave of excitement

19 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

20 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-inhand with each other

21 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

22 Where do you start?

23 MA Benchmarking report 2015 Circle Research/ B2B marketing

24 Top Tip: Don t buy off a demo This is a Change Management purchase not a technology purchase and about doing things differently. so allocate at least 3x the cost of the software on effective coaching, mentoring and enablement. Adam Sharp Founder CleverTouch Marketing

25 First find the PAIN What I have learnt Then look for the GAIN

26 How? What are the efficiencies to be made? Actions: 1. First look at your marketing spend 2. Where are processes manual/broken?

27 How? Where could you be more effective? Actions: 1. What is working? (and do more of it through automation = scale) 2. Joining the digital dots? 3. What would increasing the speed and VALUE of leads to sales =?

28 Does it deliver? B2Bmarketing.net and Circle Research Benchmarking Report Marketing automation (2015)

29 When you shouldn t do it.. If you already have systems CRM, , 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 Poor collaborative working Mistake 2 = Failure to address the broken bits as part of implementing MA

30 What do your operations (need to) look like? Sales Marketing Mistake 3. = Failure to understand and plan for change to PROCESSES across the business

31 Top Tip: Work together Collaborate aggressively with your IT team or supplier on the business needs Andrew Buckley, Senior VP, Core Products Europe

32 Mistake 4 = failure to get buy in Doesn t work in isolation Need 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

33 TOP TIP: Ask what s in it for US? When it works: large, complex B2B/b2c environment; with large numbers of customers and high value products and services within a hugely competitive landscape where scores of other organisations are all competing with you for the time and attention of your target audience where nurturing individual relationships is key to the future growth of your business Claire Wood, Deloitte

34 High value Tech leads the way 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

35 WHAT EXCELLENCE LOOKS LIKE: Sophos Success

36 Top Tip Hire someone who loves data Lawrence Mitchell, CMO RBI

37 Campaign touch point analysis Using inbound marketing automation (Hubspot) allows tracking by all media

38 Mistake 5: Forgetting the customer! How will MA benefit them? Seamless experience, whatever their touch point, providing them with the 3 Rs 1. Relevant content 2. Right time 3. Responsive Interaction Will it help WOW, surprise, delight

39 So 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? Only then will it create a personalised experience for each client driven by the client and that again is something that simply could not be done by human intervention, particularly not on a volume basis Claire Wood, Deloitte

40 Top Tip: take an agile approach "Identify some early wins that you can see ahead of the revenue flowing through (e.g. new insights, integration, deeper engagement, shorter cycle) Pete Jacob, Purple Salix

41 Road Map to Success Start with clear objective: what will success look like? Do all the stakeholders agree? Start small: can you trial a MA approach using existing systems? Or test by outsourcing a campaign to build ROMI case? Learn from others (mistakes!): similar businesses, consultants, suppliers Invest in people: Think of it as a change management programme 'Think big, start small and learn quickly'

42 The MA Journey = Business Transformation Have a vision, share it, get buy-in Marketing Cloud Business Planning Business Requirements Definition Platform Assessment State of Readiness Mapping Automation Platform configuration Business Process Mapping Data Preparation Initial Campaign execution Reporting Dashboards User training Integration Trigger campaigns based on behaviour / product usage Linked campaigns to deliver consistent experience Single sales and marketing funnel Optimisation Develop Always- On customer / prospect journeys Ongoing intelligence & closed loop reporting Evolve multichannel capabilities through deployment of App Cloud and other integrated technologies copyright CleverTouch 2015

43 Top Tip: and finally If you think marketing automation is about automating marketing, you ve missed the point. The real value is connecting sales & marketing, gaining transparency into your business' pipeline, understanding the impact of marketing and finally getting a seat at the strategy table alongside sales. John Watton, Director Digital Marketing EMEA Adobe Systems Europe

44 Independent Advice m/guides/ten-steps-to-selecting-marketingautomation-software/ Marketing Automation for maximum IMPACT = people before tech Sign up to a full day with the IDM:

45 Marketing Automation for maximum IMPACT = people before tech

46 #idmacademy IDM short courses: theidm.com/training IDM qualifications: theidm.com/quals IDM membership: theidm.com/join To speak to a training advisor, please call or corporatetraining@theidm.com

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