The story of what goes wrong with marketing automation programmes - and how to stop it happening.

1. MARKETING AUTOMATION

2. Marketing
Automation
is for life,
not just for
Christmas…

3. This Christmas, many B2B marketers
will be hoping for a marketing
automation solution.
And that’s great.
Marketing Automation
can be faithful companion.

4. But too often these fantastic
solutions are left in the corner
and neglected, once the
excitement has died down.

5. Is your marketing
worth automating?

6. You can do great marketing
without automation.
People have been for years.
But that marketing may not
translate well into automation.

7. You can do rubbish marketing
without automation.
People have been for years.
But that marketing may not be
transformed by automation.

8. Don’t get caught up in trying to
write a new marketing strategy
or build new campaigns as part
of your marketing automation
implementation.

9. Choose a system.
Follow vendor’s
implementation plan.
Create campaigns based on
implementation milestones
and system functionality.

10. Build your plans and campaigns
first (but build them in the knowledge of
what automation can do to help).
Then you’ll be using the system
from the first day you pay for it.

11. So what’s our role at
The Marketing Practice?
We bridge the gap
between deep
technology
understanding and
classic marketing
thinking.

12. In other words, we do:
Scoping
and
strategy
Campaign
development
and delivery

13. Scoping and strategy
Vendor-agnostic scoping
and evaluation of Marketing
Automation solutions

14. Scoping and strategy
Building the
business case
for Marketing
Automation

15. Scoping and strategy
Supporting
implementation
and CRM
alignment

16. Scoping and strategy
Content
and insight
strategy

17. Scoping and strategy
Data strategy

18. Campaign development and delivery
Audience profiling
and intelligence

19. Campaign development and delivery
Lead-scoring
development and
optimisation

20. Campaign development and delivery
Audience journey and
workflow creation

21. Campaign development and delivery
Content creation
and creative
development

22. Campaign development and delivery
Full integration with an Inside
Sales lead generation model

23. Campaign development and delivery
Campaign
deployment
and closed
loop reporting

24. Campaign development and delivery
Campaign project
management

25. Get in touch:
@TMPMattHanks
mhanks@themarketingpractice.com