2. Brian’s Explanation
• Marketing Automation
Supports a demand generation strategy and lead management process.
Helps to efficiently segment and target personas, delivers content
through inbound and outbound channels, scores behavioral interest, and
captures data to analyze results and predict opportunities.
• Workflow: MA integrates with CRM and executes lead process workflows based on rules and events
defined by Marketing and Sales.
• Content: MA schedules, delivers, manages, and scores content consumption.
• Science: MA captures data to help marketers score leads, evaluate campaign performance, track
revenue contribution and look forward to potential future results.
8. 2014 Process Checklist
Demand Generation Strategy
Definitions of Qualified Leads and Opportunities
Customer persona segmentation
Lead management process definition
Metrics for Success
12. 2014 Content Checklist
Without content, demand generation campaigns won’t
even get off the line
Content strategy – Think Gold!
Map content to the buyer’s journey of YOUR customers
Mix it up: One white paper won’t fuel a campaign
Measure asset consumption
B2B Buyers have completed
67% of the purchase decision process
before ever talking to a sales rep.
-Sirius Decisions
14. 2014 Platform Checklist
Supports the demand generation strategy
Serves targeted content at the right intervals
Integrated and Synchronized with CRM
Multi-touch nurturing campaigns
Scores behaviors for interest and buying signals
Works through multiple channels including
web, social, mobile, events, and email
Data management capabilities
Analytics
Supported with existing people resources and capabilities
16. 2014 Data Health Checklist
The single most critical issue
for Marketing Automation in 2014
Define data management standards
Opt-In and privacy policy
Contact governance and cadence
Email deliverability standards
Spam complaint mitigation
Phone contact standards
Record completeness
Cleaning, normalizing, appending
Does NOT automate marketingDoes NOT magically generate revenue Does NOT replace how humans develop relationships and engage customersIs NOT about batch and blast emailsIs NOT easy