Stampwood 8 Steps Whitepaper Layout

©2015 Stampwood Ltd. All rights reserved.
8 Steps to Marketing Automation Success
A Stampwood Workbook
www.stampwood.co.uk

Why Should I Read 8 Steps to Marketing Automation Success?
Part One: Introduction to Marketing Automation

What is Marketing Automation?
Marketing Automation Success Metrics
Why is Marketing Automation Important?
Part Two: 8 Steps for Marketing Automation Success
Step 1: Review Your Marketing Plan
Step 2: Develop Buyer Personas
Step 3: Produce a Content Grid
Step 4: Align Sales and Marketing
Step 5: Review MA Platforms
Step 6: Integrate With CRM
Step 7: Integrate With Web Site
Step 8: Set a Review Process
Conclusion
Who are Stampwood?
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Contents

Marketing changed forever with the advent of the internet, social
media and smart devices.
Today buyers exercise more control over how they learn about
your products and services meaning that marketing tactics need
to evolve to embrace this new way that our prospects buy.
These changes have resulted in a huge explosion of isolated sets
of data. For example; who attended an event, who visited a web
site, who clicked on an email, who Sales spoke to at a show. Our
marketing team is then expending huge amounts of effort to
consolidate and respond to the data.
This particularly applies to businesses with longer sales cycles
as to consolidate all useful data would be too expensive and the
results would arrive too late for meaningful responses to happen.
Marketing automation allows us to consolidate all the isolated
data and use it much more effectively to engage with prospects
on their terms and in a timely fashion.
To continue to succeed as a business we need to use the new
tools to establish a culture of continuous improvement in our
marketing and sales activities. This has the added benefit of
helping us respond to future changes in customer’s behavior as
they inevitably occur.
Marketing automation helps:
Generate Demand
Prospects are out there researching solutions. Help them to
easily find and learn about yours.
Build Relationships
Easily build automated campaigns that engage each prospect in a
personal way, without help from IT.
Drive Sales
Convert more prospects into customers by triggering a sales call
or relevant offer at exactly the right time.
Measure and Optimize
Move beyond opens and clicks. Quickly determine how each of
your campaigns and channels impact pipeline and revenue.
Why Should I Read 8 Steps to Marketing Automation Success?

Part 1: Introduction to Marketing Automation

What is Marketing Automation?
What: Marketing automation is a category of
software.
How: It automates and measures marketing
processes.
Why: So companies can work more efficiently
and grow revenue faster.
For any business, aligning staff, processes
and technology is a real challenge – but
crucial for generating more revenue and
achieving faster growth.
Marketing automation is a technology
solution which allows companies to track
prospects and customers with greater
precision, learn from their online behaviour,
and nurture them with personalised, useful
content. This helps convert prospects to
customers and grow existing accounts.
Better yet, it allows marketers to attribute
marketing spend to revenue because it can
track each prospect’s activity from initial
engagement through lead conversion and
beyond.
A well implemented marketing automation
platform will increase your revenue by
allowing you to:
• Build sales and marketing alignment
• Nurture relationships with prospects
• Retain and extend customer relationships
• Prove and improve marketing ROI
Some of the reasons why a company will
adopt marketing automation:
• Data collection: Automatic marketing can
provide better customer insight and be
used to collect specific data to improve
future campaigns or communication.
• CRM integration: It can prevent leads
leaking out of the sales funnel after a
couple of unsuccessful contacts.
• Multi-channel management: Marketing
automation can help you keep tabs on
the multiple channels that buyers can
now be found on.
• Save time: Multiple campaigns (e.g. email
marketing, event marketing) can be
scheduled ahead of time and released as
per your own settings. Working hours can
then be allocated to other tasks.
• Personalisation: Automation helps tailor
the experience to the user, creating a
personal and useful experience that is
more likely to lead to a conversion.
• Efficiency: It provides a streamlined
automatic alternative to time consuming
manual processes.
• Consistency: Incorporating all your
marketing efforts into one process can
help keep a unified brand tone-of-voice.
• Marketing automation gives you all
the information you need to make
the incremental changes to your sales
processes that will have a big effect on
your company’s revenue.
Introduction to Marketing Automation
Approximately 11 times more B2B organisations are using marketing automation now, than in 2011
(SiriusDecisions B-to-B Marketing Automation Study, 2014). Interest in the software is growing, and if your
company is not yet using automation you may be wondering what it is all about.

Revenue
• 75% of companies using marketing automation see ROI in just 12
months - Focus Research (2013)
• Companies that automate lead management see a 10% or greater
increase in revenue in 6-9 months. - Gartner Research
• 78% of successful marketers say marketing automation systems
are most responsible for improving revenue contribution. - The
Lenskold Group, 2013 Lead-Generation Marketing Effectiveness Study
• 63% of companies growing faster than their competition use
marketing automation - The Lenskold Group, 2013 Lead-Generation
Marketing Effectiveness Study
Conversion rates
• Relevant emails drive 18 times more revenue than broadcast
emails. - Jupiter Research
• Personalised emails improve click-through rates by 14%, and
conversion rates by 10%. - Aberdeen Group
• B2C marketers who are using automation, including everything
from birthday emails to cart abandonment programs, have seen
conversion rates as high as 50%. - eMarketer , Email Marketing
Benchmarks 2013
Leads
• 68% of best-in-class companies use lead scoring (a marketing
automation feature), in comparison with 28% of laggard firms -
Aberdeen Group, State of Marketing Automation 2014: Processes that
Produce (2014)
• Best-in-class companies convert 36% of leads to marketing
qualified leads, compared with 18% for all other companies -
Aberdeen Group, State of Marketing Automation 2014: Processes that
Produce (2014)
• Companies that excel at lead nurturing generate 50% more sales-
ready leads at 33% lower cost. - Forrester Research via Pardot
• Nurtured leads make 47% larger purchases than non-nurtured
leads. - The Annuitas Group
• Businesses that use marketing automation to nurture prospects
experience a 451% increase in qualified leads. - The Annuitas Group
Budget
• Gartner estimates a 5% reduction in marketing waste through
automating fulfilment. - Gartner Research
• Event-triggered marketing can potentially save 80% of your direct
mail budget. - Gartner Research
• Gartner estimates a 15% savings on creative production with
marketing automation. - Gartner Research
MA success metrics
Marketing automation platforms are rapidly evolving into marketing necessities with more and more top-
performing companies adopting solutions. Take a look at some of the statistics uncovered over the past few
years, and it’s not hard to see why....

The new digital buyer
Buyer behaviour has evolved with the development of the internet.
They can now access an abundance of information instantly,
viewing detailed specifications, pricing and reviews about goods
and services around the clock. Meanwhile social media encourages
browsers to share and compare.
As a result buyers can delay engaging with selling representatives
until they know as much, or even more, than the salesperson. In
fact, today’s buyers might be anywhere from two-thirds to 90% of
the way through their journey before they approach a vendor, and
in many cases, buyers postpone talking with salespeople until they
are ready for quotes.
Marketing has now assumed the critical role of engaging and
educating prospects using inbound marketing techniques - and
continues to have an important role in the final stages of a sale. It
is this longer period of buyer exploration and research that allows the
savvy marketer to exert more influence on the buyer’s behaviour and
thus increase leads and conversions.
Analysing new buyer behaviour using marketing automation
As potential buyers and existing customers navigate the Internet
and social media they leave traces of their behaviour (mostly from
cookies). While there is a vast amount of data to analyse from a
number of different sources, a group of tools has emerged which
allow this data to be collected and shared intelligently. These tools go
under the collective name of marketing automation.
By analysing this information against buyer profiles a company can
continuously refine their messaging, making it ever more personalised
for buyers at every stage of the buying cycle. It is also possible to
produce and organise Web content (e.g. the inclusion of forms and
surveys) to encourage prospects to share their details and move from
anonymous to known.
Why is marketing automation important?
Buyers are now much further through their buying process before they approach a vendor. As marketers it
is crucial we find effective techniques to help buyers through their research so that our company is front of
mind when they are ready to engage directly.

Part 2: 8 Steps for Marketing Automation Success

8 Steps for Marketing Automation Success
For many businesses implementing new technology can be a particularly daunting task - particularly if there is
a lack of resources. Our 8 steps for marketing automation success will guide you through the process and give
you a better understanding of how marketing automation would fit with your company.
Stampwood’s 8 steps for marketing automation success:
1. Review your marketing plan
2. Develop buyer personas
3. Produce a content grid
4. Align sales and marketing
5. Review MA platforms
6. Integrate with CRM
7. Integrate with web site
8. Set a review process
8 Steps for Marketing Automation Success

Segments
A good marketing plan includes details of target and existing clients
split into segments.
A segment defines a specific target’s demographic profile (age,
gender), psychographic profile (interests) and their precise wants and
needs as they relate to the products/services you offer.
Each segment needs to have sufficient detail to enable staff to
understand where any client or prospect fits in relation to the
companies offerings. This focuses attention on what is really
important to the client and helps you design a marketing mix that
precisely matches the expectations of customers in that segment.
8 Steps for Marketing Automation Success: Step 1
Step 1: Review your marketing plan
It is essential that you review your marketing plan in order to reconfirm the segments of your target market.
Ensure that you document your plan, agreeing the actions arising and timescales to complete.

An Introduction to Buyer
Personas
What are buyer personas?
Buyer personas are fictionalised, generalised
representations of your ideal customers.
They help you to better understand your
customers and prospects and make it easier
for you to tailor content to their specific
needs, behaviours and concerns.
Depending on your business you could have
as few as one or two personas or as many as
10 or 20.
How can you use buyer personas?
At the most basic level personas allow you
to personalise or target your marketing for
different segments of your audience. Instead
of sending the same lead nurturing emails to
everyone in your database, you can segment
by buyer persona and tailor your messaging
according to what you know about those
different personas.
The persona concentrates on the buyers
viewpoint so helps focus what they think is
important.
How do you create buyer personas?
Buyer personas are created through
research, surveys, and interviews of your
target audience. That includes a mix of
prospects, customers and those outside of
your contact database who might align with
your target audience. The more detailed
you can make a persona the more relevant
the marketing that they receive will be and
therefore the engagement level will increase
substantially. It can even be useful to create
names for each buyer persona.
This is always a work in progress and needs
to be revisited from time to time as you
understand more of their persona and your
offerings evolve.
Step 2: Develop buyer personas
The segments created as part of your marketing plan can be enhanced by developing buyer personas.

Creating Your Own Buyer Personas
Each persona should cover:
• Job title
• Background: Basic details about your ideal customer and his or
her company
• Demographics (age/ethnicity/education level etc.)
• Functional area
• Predominantly Male or Female?
• B2B or B2C or mixed (proportions)
• Photograph or cartoon
• Job details: Key job responsibilities, likes and dislikes about job
• Persona’s typical day/week/quarter
• Main sources of information: Where your persona does his or her
research
• Goals: Persona’s primary and secondary goals
• Challenges/pain points: Your persona’s challenges, and the
emotions which accompany those challenges
• Preferred content medium: What type of content, and in what
voice/tone, does your persona respond to?
• Quotes: Bring your personas to life with actual quotes gathered
during interview
• Objections: The objections you anticipate from your persona
during the sales process
• Role in purchase process: Persona’s influence in the decision
making process
• Engagement: What level of engagement does the buyer persona
have with your firm? Almost nil, Aware but not engaged, single
transaction in last 12 months, multiple actions and engagements,
Advocate
• Marketing message: The messaging that speaks directly to this
persona

Step 3: Produce a content grid
It used to be the basic mission of marketing to find customers. But in
a world of scarce attention and information abundance we have got to
create our own attention by producing content that draws people in. We
have to create content that’s interesting, informative, even entertaining,
and optimise and distribute it across online channels so it can engage
prospective buyers (and existing customers).
We also need to rethink some of the activities we perform so as to extract
a little more information from each prospect. We need to entice browsers
to identify themselves with offers of white papers, survey results and other
downloads that require name and email information in order to be viewed.
Once we have identified them we can begin to nurture them in additional
ways to persuade them to dig deeper into the site.
But before we can market effectively to a buyer persona we must first
understand what they need to learn from us as they proceed through their
purchasing journey – from awareness through to decision.
By producing a content grid matched to each persona’s purchasing journey
we can propose engaging content for each step and identify gaps or rework
needed.

Stage 1: Awareness
Identify Need
To begin with a buyer could be unaware of
two different things, your company or that
a solution exists to a need they have not
consciously acknowledged. They cannot be
interested in your offerings if they do not know
your brand or how your products and services
can help their business.
As a marketer, your job at this initial stage is
to create awareness of your product, service,
and company, so that your buyers begin to
understand what you do - and how you can
help them. Your content should be focused on
your buyer’s pain points, not your product or
brand.
Research
Once your buyers begin to realize that they
have a particular need they will start doing
research. Over two thirds of buyers will start
with a Google search, using general search
terms as they explore the options at their
disposal.
Educational material, customer reviews, and
testimonials are crucial at this stage. Make
sure that these types of resources are easily
available on your website.
At this point you could use a marketing
automation tool to begin tracking content
downloads and collecting prospect
information. While you’re not ready to
start your sales pitch, it’s never too soon to
start gathering insight into your prospect’s
preferences.
Prioritise criteria
Once buyers get further into their research,
they’ll begin to identify criteria that do and do
not meet their needs. At this point buyers can
begin to eliminate suppliers who don’t provide
the specific functionality or service that they’re
looking for - narrowing their focus to just a few
competing companies.
Educational content like white papers, analyst
reports, and industry reports are critical at
this stage. Build a few simple lead nurturing
campaigns to gradually deliver this content to
prospects that have provided their information
via a form completion.
Do not use a heavy sales pitch; this stage is all
about building trust with your prospect and
establishing your company as a credible source
of information.
Stage 2: Consideration
Detailed research
Only after establishing a need and some
possible suppliers do buyers move to more
detailed research. According to Pardot’s State
of Demand Generation report, 70% of buyers
return to Google at least 2-3 times during the
course of their research, diving even deeper
into each company’s specific offerings to see
how they can address their particular pain
points.
As your buyers continue their research, you
can adjust their scores in your marketing
automation tool to further qualify them and
keep track of their growing interest.
Compare
During their research, buyers will start to
perform in-depth comparisons of each supplier
that they are continuing to consider. Some
additional suppliers may emerge at this time as
they will be searching on more specific terms.
This is likely to be the earliest stage where
buyers will contacting sales staff for further
information and may request product demos,
so that they can really drill down into the
features that matter to their teams.
As buyers begin to self-identify, sales reps can
use the information that has been collected by
their marketing automation tool, like prospect
activities and social profile information, to
tailor their conversations to each individual
buyer.
The Buyer Purchasing Journey

Justify
Before getting too close to decision time,
most buyers will have to secure buy-in from
upper management. Any purchase that
involves a monetary investment is going to
require sign-off by executives, so your buyers
are going to begin focusing on content that
contains information about pricing, ROI, and
the bottom line to justify their expenditure.
Case studies are scrutinised again to help
confirm the value that other firms have
achieved with the solution.
When creating content for this stage,
remember to speak the language of
executives. Drop the marketing-friendly
phrases (like “creative new approach” and
“cutting-edge technology”) and focus on the
big picture (think “increase revenue” and
“return on investment”).
Stage 3: Decision
Select
Only when your buyers have the support of
upper management are they ready to select
a supplier and make a purchase. At this
point, they’ll start thinking about planning,
implementation, set up costs, and after sale
care and support — the final items that
will determine which solution best fits their
business needs and budget.
Now is the time to get brand-specific with
your content. When it comes to bragging
about your particular product, nothing
speaks louder than the experience of your
current customers. Have a number of case
studies and customer testimonials on hand
to show prospects what others have achieved
by choosing you, and how positive their
experience has been.
Purchase
Eventually, after days, weeks, or months
of research, your buyers have selected a
supplier and are ready to purchase. Before
they will sign the order there is a great deal of
attention usually given to mitigating risk. Case
studies will be looked at again and sometimes
customer visits or calls organised.
Remember that content isn’t just for your
prospective buyers. Consider creating a
drip nurturing program for your customers
with helpful content on the more advanced
features of your product and tips for using
your product more effectively and efficiently.
If you can help them see more value from
your product, they’re far more likely to
remain your customer when renewal time
comes around.
Stage 4: Advocate
This is the stage that every company hopes
their customers enter after making a
purchase. If everything goes according to
plan, and your buyers are happy with where
they’ve ended up at the end of their journey,
they can become a valuable marketing
resource – an advocate for your company.
Once they do its time to get the next round
of case studies and potential customer
reference visits agreed.
As one of the only forms of marketing that
comes from the customer, not the company,
word-of-mouth marketing can be especially
persuasive. That’s why happy, satisfied, and
informed customers are one of the best
marketing investments that companies can
make.

Don’t operate in silos
While traditionally sales and marketing
operate in silos, your buyers certainly don’t
differentiate between the two departments.
If the service or communications they receive
from either isn’t up to par then it’s your whole
brand, and ultimately your revenue, that
suffers.
Because of recent shifts in buyer behaviour
(as discussed in the introduction), the
handover from marketing to sales is now less
distinct. As a result, it imperative that sales
and marketing work together throughout
the prospects purchasing journey in order
to deliver the best possible customer
experience.
For instance, as our buyer proceeds through
the sales funnel we need to be aware that
sometimes only human interaction is good
enough. A marketing nurture campaign
could include telemarketing or direct sales
involvement to help nudge the buyer onto
the next step on their journey. At the same
time, lead nurturing needs to continue and
complement the sales process even after the
enquiry has been transferred to the sales
team.
It is also increasingly important that sales
and marketing teams both have a common
definition and qualification criteria for all
stages of the buyers’ journey. The resulting
metrics will ensure the future health of the
funnel in addition to the short term sales
forecast. This is the single most important
area to get right to maximise the potential
revenue for any business.
As we have discussed, good marketers are
adding value to the sales process. Good sales
reps are giving invaluable information to
marketers about the current landscape as
well as customer feedback. When Marketing
and sales teams are aligned to the same
goals, communication opens, the number of
quality leads increases and revenue goes up.
Three important factors for healthy
Marketing and Sales alignment:
1. Marketing and Sales share the same
definition of leads for each stage of the
funnel.
2. Clear rules for when leads are passed to
sales and acceptance/rejection criteria.
3. A process that allows Sales teams to
recycle ‘not-ready’ leads back to Marketing for
ongoing nurturing.
Step 4: Align sales and marketing
It takes multiple contacts using both sales and marketing to move a prospect from one level to the next. So
developing a process that combines both sales and marketing will enable you to reach prospects at all levels;
from cold through to hot.

Features of marketing automation
software
Marketing automation software provides
broad functionality. The majority of tools are
cloud based with many fully integrating with
your existing CRM system.
Key features offered by marketing
automation systems:
• CRM integration
• Lead scoring: Both demographic and
behavioural activity
• Activity tracking: Based on email and web
activity
• Lead nurturing: Includes trigger-based
emails and multi-step campaigns
• Email marketing: Allows for unlimited
emails optimised for deliverability
• Landing page builder: Includes a form
builder to capture leads
• Improved lead intelligence for the sales
team
• Comprehensive marketing reporting and
analytics
There are lots of marketing automation
platforms to choose from - each with
their own strengths and weaknesses.
Knowing what you want to achieve from the
technology will help eliminate some of your
options and allow more time to be focussed
on a viable shortlist.
Predictive analytics to predict future sales
Marketing automation is a dynamic industry,
and new capabilities are being introduced
all the time. One such capability which is
becoming critical as marketing teams look to
get closer to prospects and identify buying
triggers and trends across different data
sources, is the use of predictive analytics.
While CRM and marketing automation
systems provide these organisations with
useful historical reporting on their prospects’
past behaviour, predictive analytics allow
companies to identify the triggers that
indicate what and when a prospect is likely to
buy next.
The next generation of automation will not
only focus on lead management capabilities,
but will use the power of big data to predict
the needs and buying patterns of prospects
— turning marketing into a precision science
that has a direct and quantifiable impact on
revenue.
Major marketing automation vendors:
Marketing automation vendors have different
strengths and capabilities across the features
listed above, they also tend to align with and
targets specific types of market segments and
customers.
Here are some of the most established
vendors grouped by their customer mix:
Enterprise
• IBM
• Teradata
• Sitecore
Enterprise and SMB
• Marketo
• Oracle Eloqua
• Salesfusion
Step 5: Review marketing automation platforms
There are lots of marketing automation platforms to choose from - each with their own strengths and
weaknesses. Knowing what you want to achieve from this technology will help eliminate some of your options
and allow more time to be focussed on a viable shortlist. This can also be a good time to get external help.

• Pardot (now part of SalesForce.com)
• HubSpot
• Silverpop
SMB
• Infusionsoft
• Act-On
• Adobe Campaign
• Treehouse
• Callidus Cloud
• Click Dimensions
• eTrigue
• Net-Results
• ROI
Marketing automation skill set
Marketing Automation is becoming a
competitive differentiator. It requires a blend
of marketing imagination, a good head for
logic combined with a rigorous approach
to analysis and improvement. Traditional
marketers are unlikely to have the entire
spread of skills necessary, so need to
consciously acquire the skills over time.
Of course, the marketing and sales teams
need the benefits that marketing automation
brings much more quickly than they can
acquire the skills they need to maximise the
potential of the technology. Fortunately there
are beginning to evolve a handful of specialist
Marketing Automation consultancies that can
complement your existing skill set to enable a
fast adoption of this technology.
For expert guidance during selection please
visit www.stampwood.co.uk.

Some features of CRM integration
The best integrations between marketing automation tools and
CRM tools include the ability for leads to be automatically routed
to the sales person and a follow up activity/alert appear in their
calendar. Some integrations even offer a ‘hot leads’ dashboard so that
salespeople can prioritise their calls to make maximum use of their
time and minimise leakage from the joined up sales and marketing
funnel. The ability for a salesperson to receive an alert that a hot
prospect of theirs is currently on a certain page of the company
website is a hugely powerful tool!
Sales also need to be able to recycle leads from their CRM system
back to marketing - perhaps the prospect has no budget until next
year - so that your firm continues to nurture and educate the person
such that they can be reactivated in sales once their budget becomes
available.
Step 6: Integrate with CRM
Marketing automation systems focus on the needs of the marketing department in a way that CRM cannot,
while CRM provides a must-have solution to the sales department (as well as many others). Most importantly,
given the advanced integration capabilities of today’s platforms, the two categories of technology are
designed to work together in a way that was not possible before.
By integrating your Marketing Automation with the CRM tool your sales team is already using (most platforms
support links with several CRM systems), you begin to align your sales and marketing departments.

Step 7: Making it work with your website
Once you are beginning to refine the buyers’ experience you
will probably need to tweak your web site to reflect your
improved understanding of our buyer interactions.
Your marketing automation tool needs to place tracking code
on every page of your website that you need to track. This is
an extremely simple exercise and takes only a few minutes
but does require co-operation from your web developers.
While the technical integration is very simple, other
enhancements to your web site in order to deliver maximum
value may take a little longer. For instance all data capture
forms will need to be replaced with forms from the marketing
automation system so that data is collected direct to the
system.
Make sure you engage the web developers early in the
implementation so that they can recommend the easiest way
to accommodate the new dynamics for gated content in your
offerings.
You should also consider which
pieces of content are freely available
and which require some identification
before they are provided. The value
of identifying someone is substantial
so you need to consider carefully
the value that each piece of content
provides and modify the access and
even page designs to encourage
people to provide information. The
useful minimum is a valid email
address (don’t just allow access to
a white paper but email a link to
prove the email address) but several
systems allow progressive profiling
so that extra data can be requested
for further gated content without the
need for the contact to keep typing in
their email address.

Step 8: Set a review process
It is important to set a review process to
make sure you are making continuous
improvements in your digital marketing.
Some things need to be formally looked at
weekly – others monthly and quarterly.
Marketing Automation tools deliver a whole
host of detailed metrics that can be used
to deliver continual improvements. With
A/B testing you can continually improve the
responses to everything you do. By using
different subject lines, landing pages, from
addresses etc. A/B testing enables you to
always take the better option for the bulk of
the recipients and push up lead conversions.
One recent case with carefully thought
through A/B testing (of a Landing page)
increased the number of leads by 30% (first
test) and a further 70% (second test) so
delivering twice as many leads for the same
number of website hits in a 1 month period.
As well as looking at A/B testing of everything
you need to check the metrics at least once a
week for any interesting issues and use these
to improve.
A more formal team review each month
and quarter should also be scheduled with
sales so that the metrics can be used to fine
tune everything such as lead definitions or
hand over processes. If you have a range of
product areas you should start with just one
or two and use the periodic reviews to work
out when to roll out the benefits to the other
areas.
Proving marketing impact on revenue over lengthy sales cycles can be complex and time-consuming. What if
you could With the multi-touch attribution capabilities of many marketing automation platforms - like Marketo’s
interactive dashboard above - you can easily identify the marketing activities that influenced opportunity creation
and closed revenue.

Conclusion
Marketing changed forever with the advent of the internet, social media and smart devices. To continue to
succeed as a business we need to use the new tools that are available to more effectively monitor what works
and what does not to establish a culture of continuous improvement.
The Marketing funnel and Sales funnel need to be merged so that real revenue statistics can be measured. We
need to attribute sales to all touch points to truly measure what works and improve the process. Attribution
to the first or last touch is not going to deliver good enough data in the modern multi-channel world.
Marketing needs to embrace the continuous improvement process at all stages of the buyers journey
(including the sales funnel and once they become a customer) and make sure that measurement drives the
improvement process. The good news is that by being best at the process you will drive your firm to be best
at generating revenue.
Conclusion

About Stampwood
Stampwood are an independent marketing automation
consultancy offering marketing automation design,
delivery and support to medium sized companies.
Whether you’re considering ramping up your marketing
results by implementing a marketing automation system,
or you already have a solution in place, Stampwood offer
unique value by helping businesses make the most of the
software.
The company offers a professional yet personal approach
to Marketing Automation implementation. Work with
us and we’ll help you to create the perfect marketing
automation solution for your business, based on real
scientific and metric based data that’s unique to your
company.
We also offer a low risk trial program, The Accelerate
Program, which allows you to truly see for
yourself the positive impact that a well implemented
marketing automation campaign can have on your bottom
line with no major outlay or long term commitment
required.
Phone: 01202 805655
Email: enquiries@stampwood.co.uk
www.stampwood.co.uk
About Us

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