My presentation for the Puget Sound AMA Workshop on Marketing Automation.

1. MARKETING AUTOMATION
SUCCESS WORKSHOP
Brian Hansford
Director – Client Services
Heinz Marketing
Tw. @RemarkMarketing

2. Brian’s Explanation
• Marketing Automation
Supports a demand generation strategy and lead management process.
Helps to efficiently segment and target personas, delivers content
through inbound and outbound channels, scores behavioral interest, and
captures data to analyze results and predict opportunities.
• Workflow: MA integrates with CRM and executes lead process workflows based on rules and events
defined by Marketing and Sales.
• Content: MA schedules, delivers, manages, and scores content consumption.
• Science: MA captures data to help marketers score leads, evaluate campaign performance, track
revenue contribution and look forward to potential future results.

3. Tools and Technology
are not a Strategy
Keep the Customer at
the Center
NOT the technology

4. Platform Segmentation
*not comprehensive listing
•
•
Highly scalable
CRM Integration
Multi-channel lead nurturing
Social platform integration
Lead scoring
Robust analytics
Complex
Extended platform integrations
Sales-led nurturing
Support organization
Passionate communities
Strong partners
•
•
•
•
SMB Focus
Basic CRM Integration
Basic lead nurturing
Basic Lead scoring
• Pardot
• Silverpop
• Act-On
Eloqua
Marketo
InfusionSoft
Net-Results
HubSpot
LoopFuse
Basic analytics
Ease of use focus
Limited platform integrations
Inconsistent support
Moderate scalability
CRM Integration
Simple lead nurturing
Basic lead scoring
Basic analytics
Moderate complexity
Some platform integrations
Basic support ops
Limited community
•
•
•
•
•
•
Email only or Landing Pages only
Basic to no CRM integration
Clear small business focus
Limited scale
Constant Contact
MailChimp
MyEmma
iContact
VerticalResponse
Unbounce

6. 5 Planning Areas for 2014 Marketing
Automation Success
Process
People
Platform
Content
Data

7. Process

8. 2014 Process Checklist
Demand Generation Strategy
Definitions of Qualified Leads and Opportunities
Customer persona segmentation
Lead management process definition
Metrics for Success

9. The Most Critical Resource

10. 2014 People Checklist
 Demand Generation Training
 Platform Training
 Analytics Training
 Content Marketing Training
 Social Media Training

11. Content

12. 2014 Content Checklist
Without content, demand generation campaigns won’t
even get off the line
Content strategy – Think Gold!
Map content to the buyer’s journey of YOUR customers
Mix it up: One white paper won’t fuel a campaign
Measure asset consumption
B2B Buyers have completed
67% of the purchase decision process
before ever talking to a sales rep.
-Sirius Decisions

13. Platform

14. 2014 Platform Checklist
Supports the demand generation strategy
Serves targeted content at the right intervals
Integrated and Synchronized with CRM
Multi-touch nurturing campaigns
Scores behaviors for interest and buying signals
Works through multiple channels including
web, social, mobile, events, and email
Data management capabilities
Analytics
Supported with existing people resources and capabilities

15. Data Health

16. 2014 Data Health Checklist
The single most critical issue
for Marketing Automation in 2014
Define data management standards
Opt-In and privacy policy
Contact governance and cadence
Email deliverability standards
Spam complaint mitigation
Phone contact standards
Record completeness
Cleaning, normalizing, appending

17. Let’s Get to Work!

18. Thank You!
Brian Hansford
Email: Brian@HeinzMarketing.com
Twitter: @RemarketMarketing
www.HeinzMarketing.com