what matters most: tips for selecting marketing automation
DESCRIPTION
Considering marketing automation? Want to ensure you're one of the thousands of companies that have implemented marketing automation with tremendous results? You're in luck. A recent survey conducted by Raab Associates and VentureBeat found that many instances of dissatisfaction with marketing automation solutions can be traced to choices made at the start of the evaluation process. We're here to help you start out your process on the right foot!TRANSCRIPT
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What Matters Most In Selecting Marketing Automation
David M. Raab PrincipalRaab Associates
Luke StarbuckDirector of Demand GenerationMobify
Courtney McAraMarketing Operations ManagerMarketo
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Buyer Satisfaction is Mixed
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Why Mixed?
Selecting Too Quickly
Starting Too Small
Considering Too Few
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So, What Really Matters?
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What Really Hurts?
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Preparation is Key to Success
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What Should You Do?
• Take your time
• Do your homework
• Focus on features
• Plan ahead
• Deploy quickly
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• Colleagues outside marketing may not have a grasp on marketing automation vs regular analytics, and email marketing systems
Educating the Organization
!=
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• Colleagues outside marketing need to understand the ‘why’, not the ‘how’
• Focus on the outcomes that are expected - case studies
• Focus on revenue numbers and deep-funnel metrics• Improvement to opportunities• Improvement to win rate• Decrease in cost of sales accepted
opportunities
Educating the Organization
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• Need to be able to manage a buyer’s experience with more granular control than email blasts and drip campaigns, or other more simple methods of tracking leads
Educating the Organization
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• Adopt the Sirius Decisions Demand Waterfall v2 - it makes everything simpler.
Practical Tactics for Success
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• VP Sales buy-in - help them see how it will make them more money
Practical tactics for success
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• First step is to complete the pre-work (buyer’s journey, personas, lead stages)
• Don’t rush it - getting the architecture right the first time takes a little longer but saves a lot of time and money in the long run
• Consider getting a coach/implementation consultant if you have more than a few sales/marketing people
• Implementation drives a better understanding of your customer
Practical Tactics for Success
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Questions?
Luke StarbuckDirector of Demand GenerationMobify@LucasStarbuck
Courtney McAraMarketing Operations ManagerMarketo@Courtneyfiona
David M. Raab PrincipalRaab Associates@draab
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!