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Paul Stevenson's presentation from our last Sales and Marketing Forum. Practical insights from his own experiences implementing marketing automation (specifically Eloqua) over the last 12 months.
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The new 4 Ps of Marketing Automation Implementation
Presented by: Paul StevensonHead of Enterprise Marketing ServiceTelefónica UK@paul_stevenson
Priorities
People
Process
Platforms
Performance
People
• Who you have
• What skills they have
• What tasks do individuals deliver?
› Content/content and execution/execution
• How does the department operate and function with each other?
People – Pre MA
Content development
Mix of content development and
execution
Channel execution
People – Post MA
Content development
Mix of content development and
execution
Channel execution
Get the right people, with the right skills in the right positions – your success will depend on it!
People – Post MA
Process
Process
• How work ‘flows’ through marketing
› Who initiates?
› Who approves?
› Who briefs who?
› Rules around Compliance (brand and legal)
› Timescales & SLA’s
› Success measures
Create time, to think through in detail how your department will function – there is no avoiding it.
Document it and agree it!
Process – Key learning
• Clear data strategy
› Quality/compliance/integrity/regulation
• Clear ownership
• Continual programme – it will never end
› Soft bounces/unsubscribe/sales team changes
• Segmentation rules
› Sector/job role/job grade/customer status
Platforms – Data
Platforms – Our ecosystem
• Data management
• Pipeline reporting
• Sales opportunity handover and management
• eDM build
• Landing page build
• Campaign deployment
• Digital footprint analysis
• MI and reporting for campaign ROI
• Resourcing• Functionality• Product Roadmap• Training / Development needs• Cost• Ease of Implementation• Who else uses it?• Account Support• Technical Support
Platforms - Things to consider
It all starts with a clear data strategy, then careful consideration of the
MA platform.
Platforms – Key learning
That decision will live with you for a potentially very long time.
Performance
• Consider a phased launch approach
› Hospitality/events/comms/campaigns/trigger
•Do not drown the team
› New process/job roles/ways of working
•Think of end-to-end functionality
› Planning/creation/deployment/reporting
• Building content funnels, for clear customer journeys
• Build confidence and stakeholder engagement
› Based on actual results
This is a marathon and not a sprint. A phased launch approach allows you to review, adapt and enhance
with each new process you automate.
Performance – Key learning
It also allows time to stakeholder manage your sales teams and senior management, whilst proving ROI.
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