making sense of the marketing sense #llcseries
TRANSCRIPT
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Making Sense Of The Marke0ng Stack
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Janelle Johnson: @janelle_johnson
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TWEETS… SLIDE PRESENTATION…
RESOURCES…
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Panelists
Janelle Johnson Senior Director of Customer MarkePng ���Act-‐On So=ware, Inc.
MODERATOR: Carol Krol Editor-‐in-‐Chief, Demand Gen Report
MAKING SENSE OF THE
MARKETING STACK
AGENDA
Five Categories of Marketing Technology Key Factor for Your Marketing Plan’s Success Turning Data into Actionable Insights Importance of Integration
WHAT IS MARKETING TECHNOLOGY?
Marketing Technology is the set of tools and platforms that marketing and sales organizations
need to effectively accomplish their goals.
DID YOU KNOW?
There Are Currently 1,876 Marketing Technology Vendors
Source: 2015 edition of Brinker’s “Marketing Technology Landscape Supergraphic”
By 2017, a CMO Will Spend More on Technology Than a CTO
Source: “The Rise of the Chief Marketing Technologist,” Harvard Business Review
MARKETING TECHNOLOGY LANDSCAPE
Marketing Experiences Marketing Operations Middleware Backbone Platforms Infrastructure
WHERE DO I START?
An open marketing ecosystem:
When adopting marketing automation, choose a platform
that plays well with others.
KEY FACTOR FOR SUCCESS
Marketing Automation is the cornerstone of a modern B2B strategy. As interactions with buyers
become more complex – across both multiple messages and multiple channels – this is the
technology that allows marketers to streamline and simplify the process of managing relationships.
-Andrew Gaffney, Publisher, Demand Gen Report
WHY IS IT IMPORTANT?
Most buyers don’t contact a sales rep until they are more than 60% of the way to making a decision Conversely, only 20% of leads are sales ready when an organization receives them
Marketing Automation Capabilities
Email Email Marketing Form Form Management Usergroup Marketing Database
Desktop Online Behavior Calendar Campaign Management Calculator Lead Scoring
IMPORTANT QUESTIONS TO ASK
1. Have you outgrown your existing email marketing solution? 2. Is your sales process complex and lengthy? 3. Do your buyers require nurturing? 4. Does your marketing team make data-driven decisions? 5. Have you considered processes that support marketing automation?
TIPS FOR DATA-DRIVEN MARKETING
Build a clean, robust and reliable contact base Take the data burden off buyers Extend your data strategy across marketing and sales
BUILDING THE RIGHT PROCESSES
Sales & Marketing Coordination • Establish common definition of a lead • Agree upon timeline for moving leads into the sales pipeline
Content Marketing
• Plan editorial workflows • Create consistent content
TURNING INFORMATION INTO INSIGHTS
Why do you need analytics and reporting tools?
• Filling in the Gaps
• Data Visualization
• Big Data
THE IMPORTANCE OF INTEGRATION
Fully automated marketing technology stacks are incredibly powerful because they can provide a
“single view of the truth” that combines multiple insights and multiple points of view.
TIPS FOR SUCCESS
• Find the right tool – not the most complex or popular • Choose an option that preserves flexibility • Ensure your data is clean before you put it to work • Think clearly about your reporting needs
TIPS FOR SUCCESS
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Q & A // Panelists
Janelle Johnson Senior Director of Customer MarkePng ���Act-‐On So=ware, Inc.
MODERATOR: Carol Krol Editor-‐in-‐Chief, Demand Gen Report
@janelle_johnson
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