the 5 things i wish i knew before buying marketing automation
TRANSCRIPT
THE 5 THINGS I WISH I KNEW BEFORE I BOUGHT MARKETING AUTOMATION
HubSpot Webinar
✚
06.23.15
2
WEBINAR:5 Things I Wish I Knew
Before I Bought Marketing Automation
#mktautomationlessons
3
MEET TODAY’S GUESTS
JENIFER KERNVP of Marketing
KYLE MCKAYHead of Market Intelligence
Watch the On-DemandWebinar by Clicking Below
WATCH
4
1. It’s About the Business, Bozo
2. Technology is a Tool, Marketing is a Mindset
3. Not all Platforms are Created Equal
4. Loveable Imperfection Rules
5. It Takes a Village
THE BIG 5
5
#1IT’S ABOUT THE BUSINESS, BOZO
6
PUT THE BUSINESS FIRST.
ALWAYS.
ASSESS YOUR :
‣ Business culture
‣ Strategies and goals
‣ Core values
‣ Brand attributes
… THEN ALIGN THEM WITH A SIMILAR SYSTEM.
12
3
5
4
7
BUSINESS ALIGNMENT
[example]
OUR VALUES SYSTEM 1 SYSTEM 2 SYSTEM 3
Agile & Flexible
Collaborative
Entrepreneurial
Transparent
Integrated/Full-Service
Creative
Competitive
Fast Growing
Customer-Focused
8
LESSONS LEARNED: BUSINESS
ALIGNMENT
‣ Expand RFPs beyond technical criteria to company values, culture, brand.
‣ Create a business alignment checklist.
‣ Ask vendors what values guide their solution.
‣ Call their Support Line!
9
#2TECHNOLOGY IS A TOOL, MARKETING IS A MINDSET
10
TECHNOLOGY IS ALWAYS CHANGING;
BASIC TENETS OF MARKETING ARE NOT
KEEP MARKETING CONCEPTS AT THE CORE:
‣ Content is King
‣ Creativity is Queen
‣ Personas & Buyer Profiles
‣ Always be Helping
2
1
3
5
4
11
COMBINE ART + SCIENCE
THE ARTcontent, personas, visuals designs, branding
What does this mean for your team/skillsets, strategy?
THE SCIENCE the technology, testing,
reporting & analytics, SEO
12
LESSONS LEARNED: BALANCE MARKETING
& TECHNOLOGY
‣ Stay true to your inner marketing goddess.
‣ Channel Peter Drucker.
‣ Focus first on marketing strategy, second on how technology enables it.
‣ Embrace both right and left brain approaches.
13
#3NOT ALL PLATFORMS ARE CREATED EQUAL
14
NOT ALL PLATFORMS ARE CREATED EQUAL
2
5
4
1
3 MYTH:: All Marketing Automation systems pretty much do the same thing.
FACT: There are big differences between many platforms.
15
‣ Major differences to look for: inbound, outbound, SEO, reporting, CRM integration, mobile, ease of use.
‣ My first vs. second selection process.
NOT ALL PLATFORMS ARE CREATED EQUAL
16
LESSONS LEARNED: PLATFORM
DIFFERENCES
‣ Outbound is only the tip of the iceberg.
‣ Focus on diverse, integrated approaches.
‣ Don’t overlook mobile friendliness.
‣ Empower your team/users in the selection process.
Prediction: competitive landscape will get smaller, systems more integrated
17
#4LOVEABLE IMPERFECTION RULES
18
LOVEABLE IMPERFECTION
RULESMARKETERS: It’s time to let go of perfection. Our new rallying cry is loveable imperfection.
‣ Adaptive and iterative over Big Bang.
‣ There’s no silver bullet. But many little bronze bullets.
‣ Embrace Reporting & Analytics, but don’t belabor it
19
LESSONS LEARNED: ABOUT PERFECTION
‣ Done is better than perfect.
‣ Test, iterate, improve.
‣ Try Agile marketing.
20
#5IT TAKES A VILLAGE
21
MARKETING AUTOMATION IMPLEMENTATIONS =
A MAJOR CHANGE MANAGEMENT PROCESS
22
IT TAKES A VILLAGE
2
1
5
3
4
TEAM SKILLSETS
‣ The Content Guru
‣ The Measurer & Enforcer
‣ The Designer
‣ The CRM Aligner
COMMON ATTRIBUTE: LOVE SALES
23
LESSONS LEARNED: BUILD YOUR
VILLAGE
‣ Establish an open and transparent environment.
‣ Involve all key stakeholders early and often.
‣ Ask for their advice/insight.
‣ Train and educate.
‣ Keep it real (tell stories).
24
QUESTIONS?
Tweet: @Jenifer_Kernwww.linkedin.com/in/jeniferkern
http://blog.celerity.com
