marketing automation success in 2014 - loopfuse webinar
Post on 06-Nov-2014
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PLAN FOR 2014 MARKETING AUTOMATION SUCCESSBrian Hansford
Director – Client Services
Heinz Marketing
Tw. @RemarkMarketing
5 Planning Areas for 2014 Marketing Automation Success
Process
People
Platform
Content
Data
Marketing Automation:
Does NOT automate marketing
Does NOT magically generate revenue
Does NOT replace how humans develop relationships
Is NOT about batch and blast emails
Is NOT easy
Tools and Technology are not a Strategy
Keep the Customer at the Center
NOT the technology
Process
2014 Process ChecklistDemand Generation Strategy
Definitions of Leads and Opportunities
Customer persona segmentation
Lead management process definition
Metrics for Success
The Most Critical Resource
2014 People Checklist
Accelerates platform performance and utilizationDemand Generation TrainingPlatform TrainingAnalytics TrainingMarketing Programs TrainingContent Marketing TrainingSocial Media TrainingPlatform Administration Training
Platform
2014 Platform ChecklistSupports the demand generation strategyServes targeted content at the right intervalsSynchronized with CRMMulti-touch nurturing campaignsScores behaviors for interest and signalsWorks through multiple channels including web, social,
mobile, events, and emailData management capabilitiesAnalyticsSupported with existing people resources and capabilities
Content
2014 Content ChecklistWithout content, demand generation campaigns won’t
even get off the lineContent assets are like gold (and live longer than royalty)Content strategyMap content to the buyer’s journey of YOUR customersMix it up: One white paper won’t fuel a campaign Measure asset consumption
Data Health
2014 Data Health Checklist
The single most critical issue
for Marketing Automation in 2014Define data management standardsOpt-In and privacy policyContact governance and cadenceEmail deliverability standardsSpam complaint mitigationPhone contact standardsRecord completenessCleaning, normalizing, appending
Questions ?
Thank You!
Brian Hansford
Email: Brian@HeinzMarketing.com
Twitter: @RemarketMarketing
www.HeinzMarketing.com
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