Shouting Loudly or Engaging Personally: How to Build an Implementation Plan for Engagement Marketing Success

1. Shouting loudly or engaging
personally?

2. Very quick introduction

3. agent3
Lead Acquisition
Social & Digital Selling/Acquisition Solutions
► PESO lead generation
► Nurture Tracks & Buyer Journeys -
development and implementation
► Marketing Automation - strategy,
implementation and optimisation
Share of Wallet/ABM
‘Engaging a market of one’ solutions
► ABM programmes at an account
and sector level
► Opportunities to engage with high
value accounts
Demand Generation
Proposition Development Solutions
► Audience understanding - research,
insight and targeting
► Go to market strategy -
development, creation and
implementation
Founding principles:
Content, data, technology

4. Reminder of the
brave new world

5. Reality of the B2B market
70% of the B2B buying
cycle is performed without
contact with a vendor
Google
67% of the time,
buyer’s decide to
engage digitally
SiriusDecisions
86% of B2B IT/telecoms
buyers use social media in
the buying process
IDG Connect
89% of CXOs say brand
perception moderately to
significantly influences their
decision - thought
leadership has a role
Sirius Decisions
Only 25% of leads are
legitimate and should
advance to sales
Gleanster Research
Companies that excel
at lead nurturing
generate 50% more
sales ready leads at
33% lower cost.
Forrester Research
Nurtured leads produce, on average, a
20% increase in sales opportunities
versus non-nurtured leads.
DemandGen Report
Companies that automate
lead management see a
10% or greater increase
in revenue in 6-9 months.
Gartner Research
Fact #1:
Audiences don’t
need brands to help
purchase decision
Fact #2:
Brands need to
understand the
customer journey and
connect and create
content for each
purchase stage
Fact #3:
Brands need to
adapt to the new
reality

6. Reality for many marketers
Unlikely to be a digital native
Under pressure to
deliver immediate results
Know they need to do
something but not always
clear on how to do it
Time poor
Lack of internal
resource
?
Often an outdated,
legacy structure
Lack of available skills

7. There is a desire to do things differently
59%
Want to
generate high
quality leads
42%
Want to
increase lead
conversion
37%
Want to deliver
lead nurturing
Want to better
demonstrate
ROI
36%
Don’t know
which leads
convert
24%

8. Preparing for automation -
what should you tackle first?

9. Common misconceptions/worries
I don’t know
where to start
No one on my team has
marketing automation
experience / we lack skills
It’ll take months and
months before we can
get anything launched.
We need to create a massive new
strategy and brand new content
before we get started.

10. Step 1 - Have a plan
What are you trying to achieve and how will
you achieve it?

11. What are you trying to achieve?
► What are you trying to solve?
► Why are you trying to solve it?
► Who are the stakeholders?
► Have they bought in to your vision?
► What other resources/tools/skills do you need?
► Are your current sales/marketing processes set up for this?
► What marketing automation functionality do you need?
► Are you going to integrate directly with CRM?
► What will success look like?
► How will you measure if you’ve succeeded?
► What is your internal comms plan?
Timescale - 4-6 months before implementation

12. What tools will help you achieve this?
► Don’t be swayed by shiny lights and promises
► What is the functionality you really need versus the nice to have
► How many new leads does your
organisation typically create a week/month/year?
► Are you planning on integrating with your CRM?
► Are there any data compliance issues
unique to your business/industry sector?
► What is the business case behind
your answer to each of the previous questions?
► Which other stakeholders do you need to explain
your thinking to - CFO, IT director, sales director
Timescale - 4-6 months before implementation

13. Step 2 - Understand your audience
Who is important and how can you engage
with them

14. “Don’t count the people that you reach,
reach the people who count”
David Ogilvy

15. Your audience aren’t clones

16. Step 3 - Defining a lead journey
What touchpoints and content will your leads
come into contact with

17. Engaged on the first date?

18. Understanding & engaging with audiences
The customer problem:
They need to put up a shelf
Process to do this:
Drill holes in the wall
The solution:
A drill
Don’t sell them a drill, sell them holes
“Best way to sell something: don’t sell anything.
Earn the awareness, respect, and trust of those who might buy.”
Rand Fishkin, Moz

19. A digital journey is more than just email

20. Step 4 - Deal with the sales/marketing divide
education, education, education

22. Step 5 - Expectation setting
evolution, iteration and incremental
improvements

23. Evolve, experiment, test

24. Indicative timeline

25. Preparing for marketing automation
6 months out 5 months out 4 months out 3 months out 2 months out 1 months out 0 months out
Expectation setting
Define your lead journey
Understand your audience
Vendor selection
Build a plan
Asset build,
data management,
technical implementation
Deal with sales /
marketing divide

26. Summary

27. In summary
► Have a plan - what are you trying to achieve, by when - communicate this!
► Think about the journey you want to take leads on
► What are the touchpoints you’d like them to engage with?
► Who is your actual audience - no such thing as c-level audience
► How will you personalise the experience for each audience group
► Take the time to understand what is actually happening with your content and channels
► Experimentation is a good thing
► Start small and celebrate success

28. Closing thoughts

29. Supporting change
Don’t
panic
Change is
possible
Start
small
Measure
and iterate
Celebrate
success

30. Questions
Get in touch:
Liam Jacklin, Director, agent3
liam.jacklin@agent3.com
Mobile: +44 757 265 6342
Direct: +44 203 743 8968
www.agent3.com