marketing auto-what? - tisha jones

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Marketing Auto-what? Marketing Automation - A How-to Guide for the Absolute Beginner

Tisha JonesSenior Manager Global Marketing, Society of Petroleum Engineers


Who we are

• Global professional society• 124,000 members in 113 countries• Serve individuals working in the upstream

exploration and production industry


Our situation

• Very old email system• Unique idea for using marketing automation


Enough about us…let’s get ready to roll!


How to assess if you are ready

• Do you have a vision of a better way of doing things?

• Do you understand what marketing automation does?

• Are you ready to empower your “process” side?

• If yes… then go for it!


How to sell the idea to management

• It’s marketing automation…not marketing autopilot.


Tips to help you sell it

• Show a vision of a better way• Know the terminology and the basic

concepts• Be realistic and don’t oversell it • Use data to demonstrate the problem • Anticipate your roadblocks and be ready for

them


How to decide on the tool

• Take the tool out of the discussion • Focus on what you want to achieve• Rank/prioritize desired aspects

• Build RFP around them• Have a solid recommendation message to

management


How to not freak out once the agreement is signed

• Breathe. You can do this.• Shift into process/project management

mode• Get others to help you• Get a timeline ready• Breathe. You can do this. Really.


Your roadmap to getting started…


Tips to get started

• Document EVERYTHING• Create a User Guide• Don’t try to do everything all at once• Pull staff along with you• Be prepared to train and retrain


How to onboard it…jump on in!

• Don’t wait until you have all the info you think you need


Implementation…get help from others!


Tips for Implementation

• Be ok with 80/20. Perfection won’t happen• Have a plan and get input• Start the dialogue early • As you build your knowledge, SHARE IT


How to get equipped

• Homegrow your talent and learn with them• Have a vision of what to accomplish – not

what to do• Engage staff who are impacted• Make time to engage• Keep lists of issues, action items• Change course if needed


How to recognize your successes and enjoy the ride

• Cost• Time• Quality


Successes – Present and Future

• USD 250k savings in marketing staff time in the first year alone

• Brought a function home to the right department

• Making the most of the leads we have• Increasing engagement levels – critical for

retention


Q&A

Image of Speaker hereTisha JonesSenior Manager Global Marketing, Society of Petroleum Engineers

marketing auto-what? - tisha jones

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