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The 5 Things I Wish I Knew Before Buying Marketing Automation

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Jenifer Kern, VP of Marketing at Celerity, gives her insights into the 5 things she wished she had known before she bought marketing automation.

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The 5 Things I Wish I Knew Before Buying Marketing Automation

  1. THE 5 THINGS I WISH I KNEW BEFORE I BOUGHT MARKETING AUTOMATION HubSpot Webinar ✚ 06.23.15
  2. 2 WEBINAR: 5 Things I Wish I Knew Before I Bought Marketing Automation #mktautomationlessons
  3. 3 MEET TODAY’S GUESTS JENIFER KERN VP of Marketing KYLE MCKAY Head of Market Intelligence
  4. Watch the On-Demand Webinar by Clicking Below WATCH
  5. 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
  6. 5 #1 IT’S ABOUT THE BUSINESS, BOZO
  7. 6 PUT THE BUSINESS FIRST. ALWAYS. ASSESS YOUR : ‣ Business culture ‣ Strategies and goals ‣ Core values ‣ Brand attributes … THEN ALIGN THEM WITH A SIMILAR SYSTEM. 1 2 3 5 4
  8. 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  
  9. 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!
  10. 9 #2 TECHNOLOGY IS A TOOL, MARKETING IS A MINDSET
  11. 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
  12. 11 COMBINE ART + SCIENCE THE ART content, personas, visuals designs, branding What does this mean for your team/skillsets, strategy? THE SCIENCE the technology, testing, reporting & analytics, SEO
  13. 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.
  14. 13 #3 NOT ALL PLATFORMS ARE CREATED EQUAL
  15. 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.
  16. 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
  17. 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
  18. 17 #4 LOVEABLE IMPERFECTION RULES
  19. 18 LOVEABLE IMPERFECTION RULES MARKETERS: 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
  20. 19 LESSONS LEARNED: ABOUT PERFECTION ‣ Done is better than perfect. ‣ Test, iterate, improve. ‣ Try Agile marketing.
  21. 20 #5 IT TAKES A VILLAGE
  22. 21 MARKETING AUTOMATION IMPLEMENTATIONS = A MAJOR CHANGE MANAGEMENT PROCESS
  23. 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
  24. 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).
  25. 24 QUESTIONS? Tweet: @Jenifer_Kern www.linkedin.com/in/jeniferkern http://blog.celerity.com
  26. 25 CURIOUS ABOUT HUBSPOT’S MARKETING AUTOMATION SOFTWARE? www.hubspot.com/demo
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Jenifer Kern, VP of Marketing at Celerity, gives her insights into the 5 things she wished she had known before she bought marketing automation.

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