secrets of marketing automation
DESCRIPTION
What marketing automation companies don't want you to know. Why 3/4 of buyers don't get full value.TRANSCRIPT
What marketing automation companies don’t want you to
know
The #1 Challenge of Business
Source:MarketingSherpa
Almost 7 out of 10
Incr
ease
Hig
h-Q
ualit
y
Lead
s
“Just buy our software and $’s will come.”
It’s not true.
7 Secrets of Marketing Automation1. New coat of paint2. Content, baby, content3. “What do you mean our website
won’t work?”4. Garbage in, garbage out5. Don’t have skills6. Old sales processes don’t’ work7. CRM changes needed
Source: DemandGenReport
New Coat of Paint
BIG changes and not simple. It’s a long road.
Requires careful planning Implementation partner more
important than software Do you have in-house
skills?
Secret: A lot bigger change than they want you to think
Content, baby, contentSecret: You’ll need a LOT more than you have today
“What do you mean our website won’t work?”
Change goal of website Was Leads/Now
learning Track behavior and serve content Re-orient for customers, prospects and
buyers Need LOTS of landing pages
Secret: Your website probably needs major changes
Garbage in, garbage out
Marketing automation requires clean data
IDC “Half of leads in B2B are obsolete” Need vigilant database cleansing Huge, never-ending job
De-duplication Scrubbing Creating
Probably need new internal processes
Secret: You probably need a LOT better data to make this work
Don’t have skillsSecret: You probably don’t have the people or skills to make this work.
Old Sales Processes Don’t Work
Unlearn old processes/Reinvent new processes
“Without process sales will do what its always done and marketing will grow frustrated” Ardath Albee
“One of the thorniest problems”
Secret: The way sales has been qualifying and nurturing leads won’t work anymore
CRM Changes Needed
Walls between sales and marketing need to fall
Deals will flow back and forth Encompass sales, marketing,
support, etc. Need much more formal processes
Secret: You need real cooperation between sales and marketing
7 Secrets
1. New coat of paint2. Content, baby, content3. “What do you mean our website
won’t work?”4. Garbage in, garbage out5. Don’t have skills6. Old sales processes don’t’ work7. CRM changes needed
Source: DemandGenReport
What marketing automation companies don’t want you to
know
About Us
www.findnewcustomers.netCheck out our Marketing Automation Acceleration Service where we address the “Ferraris collecting dust” problem.
Find New Customers “Lead Generation Made Simple” helps businesses change and adapt to the new realities of B2B marketing. We pay particular attention on people issues and culture changes that block improvement. Our expertise in B2B demand generation means you develop higher quality leads, shorter sales cycles, and faster revenue growth. We’re also author of the definitive guide , How to Find New Customers.