Embed Size (px)
DESCRIPTION
Want to Ensure Your Marketing Automation Solution Produces the Results You Want? Marketing Automation software is often positioned as a tool that will fix all of your marketing problems for a couple thousand dollars a month. Not true. Your choice of software is important, but your strategic approach to implementing the system is paramount to your success. In this webinar, marketing consultant and popular marketing automation blogger Jep Castelein will share 10 reasons why marketing automation projects fail. Attend this webinar to: •Explore the common mistakes that cause marketing automation project failure •Learn what steps you can take to prepare your organization for successful implementation •Identify key purchase criteria in choosing a solution that’s right for you
Citation preview
111/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
How to Avoid 10 Marketing Automation PitfallsNovember 5, 2009
211/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Today’s Webinar
Overview
10 Reasons Marketing Automation Projects Fail
Preparing your Organization for Success
Moving Forward
Q & A
Agenda
311/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Speakers
Christopher DoranVP, Marketing – Manticore Technology
Jep CasteleinPrincipal Consultant – LeadSloth
411/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
About Manticore Technology
Founded in 2001 Driving force in Marketing Automation since 2003
Six years of development & infrastructure support our customers around the globe Product delivers un-matched usability and robust power:
Configurable UI to meet your needs Lead nurturing to develop a business process Deepest CRM integration in industry
Dedicated Customer Success Manager (CSM) to help ensure customers success in developing business process
It’s about process – not technology for technology sake People Process Technology
511/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Customers Around the GlobeTECHNOLOGY MEDICAL & INSURANCE
FIANANCIALBUSINESS SERVICES
MARKETING
611/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Marketing Automation Challenge
“Only 20% of B2B marketing organizations are using a marketing automation solution today. 50% of these users aren’t using the MA solution close to their full potential.” - Jonathan Block
Vice President, Service DirectorSirius Decisions
711/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Beyond Technology
Marketing Automation Technology is only part of the solution. Beware of those that say “it’s so easy – just install
this” Need People, Process, & Technology As you plan marketing automation in your org,
here’s 10 pitfalls to avoid
811/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Jep Castelein
Jep CasteleinPrincipal Consultant – LeadSloth
www.leadsloth.com
911/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Unclear Prospect Profile Develop ideal lead profile Develop personas Talk to actual customer or prospects
Pitfall 1
1011/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
No Interesting Content Thought Leadership Great content is about them, not you
Pitfall 2
1111/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Not Enough Leads Start with a minimum number of leads Continue to focus on lead generation
Pitfall 3
1211/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Sales & Marketing Don't Get Along Collaborate on campaign design “Over-communicate” Set realistic expectations
Pitfall 4
1311/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Lack of Expertise Analytical and creative Software skills Sales and marketing
skills
Pitfall 5
1411/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Bad Business Model GIGO Use market feedback to validate business
model When validated, automate and measure
Pitfall 6
1511/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Process Not Documented Avoid dead ends Focus resources on the most promising leads Respond to buyer needs
Pitfall 7
1611/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
No Board-Level Buy-in Marketing Automation requires organizational
change Many departments will be involved
Pitfall 8
1711/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Assuming It Will Be Easy Expectations management is essential Continuous optimization required
Pitfall 9
1811/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Failure to Define Success Choose metrics that are important to you Set goals Measure continuously
Pitfall 10
1911/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Summary
Marketing Automation can have a major impact on the effectiveness of your sales & marketing teams
Marketing Automation is not that hard, once you know what issues to look out for.
Don’t be afraid to get started.
Key Take Aways:
2011/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Moving forward
Think Business Process Executive buy-in In choosing a solution, does it solve your
business process needs? Beware of it’s “so easy a monkey could use it”.
Solution can be usable The business process can be challenging
Next Steps Stop by at Dreamforce. Booth 1110 Case Studies at: manticoretechnology.com
2111/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Q& A
Q & A
2211/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Contact Info
Christopher DoranVP, Marketing – Manticore Technology
Blog: http://blog.manticoretechnology.com/Email: [email protected]
Phone: 1 (866) MANTICORE Twitter: http://twitter.com/cdoran
Jep CasteleinPrincipal Consultant – LeadSloth
LeadSloth Blog: http://www.leadsloth.comEmail: [email protected]
Phone: 1-888-4A-SLOTH (427-5684) Twitter: http://twitter.com/jepc
