avoiding a marketing automation train wreck

Avoiding a Marketing Automation Train Wreck

David M. RaabRaab Associates Inc.

What is Marketing Automation?

customer life stage 

Scope of Customer Management Systems

retentiongrowthacquisition 

    service

    sales

   usersmarketing

Customer Relationship Management

B2C Marketing AutomationB2B Marketing

Automation

Sales Force Automation

Where Be Marketing Automation?

customer life stage 

Scope of Customer Management Systems

retentiongrowthacquisition 

    service

    sales

   usersmarketing

Customer Relationship Management

B2C Marketing AutomationB2B Marketing

Automation

Sales Force Automation

X

What Is Marketing Automation?

ScopeInbound

Marketing

B2C Marketing Automation (EMM. IMM)

B2B Marketing Automation (=Demand

Generation)

CustomerRelationshipManagement

Paid search, SEO, Web site, blogging, Web analytics

x     

Marketing plans & budgets   x    Project Management   x    Predictive modeling   ?    Web behavior tracking ? ? x  Web forms / landing pages x ? x ?Email campaigns ? x x ?Multi-step programs /batch ? x x ?Analytics / reporting x x x xCRM integration     x xLead scoring   ? x xComplex segmentation   x   ?Enterprise Marketing Database   x   ?Contact management, opportunities, cases, call center

  x

What Is Marketing Automation?program set-up

(create campaigns and components)

program execution

reporting(campaign results and other

information)

lead generation

lead nurturing

lead distribution

 score/alert

WHY DO IT?

Mistakes to Avoid

How to Avoid Mistakes

Identify Goals

Define Requirements

Define Requirements

Research Systems

Test Scenarios

Check References

Consider a Trial

Make a Decision

Deploy Wisely

Final Thoughts

www.RaabGuide.com

Thank You!David Raab

draab@raabassociates.comwww.raabassociatesinc.com