why you need to add automation to your marketing mix

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Page 1: Why you need to add Automation to your Marketing Mix

latest.passle.net

Page 2: Why you need to add Automation to your Marketing Mix

latest.passle.net

Paul Sullivan CEO at Modedaweb

David KirkStrategic Alliances and Sales Director at Passle

Page 3: Why you need to add Automation to your Marketing Mix

latest.passle.net

What is marketing automation?• Marketing automation refers to the process of using platforms such as

Hubspot and Marketo to facilitate nurturing of prospects that have visited your company website or blog and interacted with it, by signing up to view or download some information.• It does not however as is commonly believed provide an all

encompassing solution to drive prospects through your sales funnel.• Marketing automation manages the middle of the funnel activity and

to an extent can manage the post sale nurturing of clients.

Page 4: Why you need to add Automation to your Marketing Mix

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Why is marketing automation important to modern marketers?• Marketing automation is important to modern marketers because it

enables us to structure and deliver our marketing tasks in a measured and structured way, mainly because it’s data driven. • Marketing automation platforms enable us to monitor the

effectiveness of our activity daily, hourly and minutely if required.• The platforms enable us to segment our marketing activities to a

degree that we can ensure that only the right prospects or customers see the content we produce clearly defining at which point we can interact for a content offer or sale. This works best when coupled with an inbound marketing strategy.

Page 5: Why you need to add Automation to your Marketing Mix

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What are the main challenges facing businesses that want to adopt marketing automation?• They need to be clear on what the goals are before undertaking the

transformation• Be realistic on timescales for change and how it will impact the

organisation• Ensure that clients are kept informed and engaged on how new lines of

communication will occur post automation• Multiple stakeholders can disrupt smooth transition and delay reaching

agreed goals• Understanding the wider efficiency that automation can bring to the

business

Page 6: Why you need to add Automation to your Marketing Mix

latest.passle.net

What sectors is marketing automation relevant too?• Most people talk about marketing automation as a solely B2B

function suitable to IT, Technology and manufacturing.• Personally I see it work in many B2C situations and companies that

are hugely B2C like TUI (Thompson Holidays) have adopted effectively and in the USA it’s adopted far more broadly across many industries including ecommerce.• At Modedaweb we are using it for Financial, FinTech and InsurTech as

well as the Construction and Property sectors. For me it’s about understanding the clients aims, their customers buying activity and assessing if marketing automation will work. It’s not for everyone.

Page 7: Why you need to add Automation to your Marketing Mix

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Marketers typically have a hard time proving ROI. How does Marketing Automation help overcome this challenge?

• Marketing automation is a process and this process when coupled with an inbound marketing campaign (like that Hubspot teaches and certifies) can be proven to be far superior at delivering results than traditional marketing activities such as press, paid search and radio advertising. I say paid search because organic SEO can help reduce the paid search spend over time.• According to Hubspot's State of Inbound 2015, you need to make the

business case and show that your marketing plans make financial sense. A solid 43% of marketers with budgets under $25,000 received a budget increase in 2015, and for 31%, the level of funding held steady.

Page 8: Why you need to add Automation to your Marketing Mix

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How can marketers overcome budget holder concerns about investing in marketing automation platforms?

• The first is to stop telling the client what you can do. Nothing deters a budget holder that feels like your there to take their money. Ask questions, prepare a lead scoring report based on a series of questions that will enable you to work out if the prospect is a good fit for your agency.

• Offer to do a smaller paid project to prove it’s merit. Most will understand that a smaller scale project can still show proof of concept and also if a client is happy to pay for this it shows intent to invest in MA

• Make sure your data analyst is on top of their game, offer to analyse current data and point out where MA can improve the figures, use case studies

Page 9: Why you need to add Automation to your Marketing Mix

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Which teams should be involved in implementation and who should lead? • This all depends on the company structure, typically the three main

teams that should be involved are sales, marketing and IT. This isn’t however an exhaustive list.• The heads of these teams should be involved as well as staff and

agencies should be pushing for inbound workshops where all of these teams take part, be that a buyer persona workshop or alternatively an indepth inbound presentation. This will help identify how marketing automation campaigns are built.

Page 10: Why you need to add Automation to your Marketing Mix

latest.passle.net

What are the most important processes to have in place before businesses implement marketing automation?

• Marketing automation can be adopted with or without incumbent processes in place, however if there are processes currently implemented then you need to go right back to goal setting. Personally I would concentrate on the why first rather than the from where. An organisation needs to be clear on what it aims to achieve from automation and map that accordingly.• Once you have the road map then you can assess the current

processes and look at which ones can be altered or adapted and which need to be totally rewritten.

Page 11: Why you need to add Automation to your Marketing Mix

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What type of user data is most valuable for marketing automation? • Hopefully the company or organisation that is adopting marketing

automation is already monitoring the analytics in some way, be that through simple google analytics or from a big data approach.• Those companies should have well developed buyer personas for their

marketing activities and if they haven’t, they should have at least segmented the client database in some order, be that by buy in option (cost, customer service or referral) or by product or service purchased.• Ultimately all data that is available is useful if indeed it’s only to rule

out it’s usefulness.

Page 12: Why you need to add Automation to your Marketing Mix

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What is the best success you have experienced?

Page 13: Why you need to add Automation to your Marketing Mix

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Full recording here.