A five minute, high-level presentation to startups, investors, and entrepreneurs at NewTech NorthWest in October, 2016. Includes examples and results from one client case.
Quick intro:
Joe Hafner
Marketing Automation expert: I’m a sort of digital watch-builder, helping companies design and mesh the gears that keep operations running.
Difficulty coming up with a title for today’s talk. Wanted something punchy. A good hook.
Was going to change it again, but I got interrupted and ran out of time.
2 second overview of the marketing technology landscape over the past 5 years
Teach you the most valuable principle of marketing automation
Demonstrate a specific framework and application of that framework with a real client
Show you a picture of my dog
Begin with a terrible slide
Scott Brinker, chiefmartech.com
Aug 2011 ~150 logos
March 2016
~3500 logos
Driven by business’ demand to capitalize on data-driven insights to capture revenue.
~3500 Tools Available. All comers are welcome.
$ $$$
DIY to Enterprise
Relational Transactional
The most valuable principle of marketing automation
Process Determines Outcome
Corollary = doing something different every time and expecting any kind of consistent result.
Marketing Automation done poorly results in email spam, tin-eared social media, and a complete disconnection between marketing and sales goals. = Insanity
Marketing automation done right, requires a strategic framework or methodology. We are going to talk about one:
Lifecycle Marketing
This is just a conceptual framework.
Inside/outside perspective showing how a buyer moves through the marketing and sales funnel.
Next I’ll show you the framework with the actual “meat on the bones” from a client engagement.
Client: k-12 education, very lean team with a tuition (ahem, “revenue”) problem.
Challenges:
-People of various technical acumen all working in the system.
-Lack of rigor in data tracking.
-Multiple legacy systems and office processes to integrate.
Solution:
-At-a-glance visualization of “how it works” and what is connected
-Definition of metrics and analytics for reporting to leadership
-Goes with a wiki that provides deep documentation of integrations and captures institutional knowledge
Results
Q3 of 2014 compared to Q3 of 2015
Visits to lead conversion pages
~200% increase in visits to conversion pages, ~10% increase in net new enrollment
So…
2 second overview of the marketing technology landscape over the past 5 years – 150 logos to 3500 logos
Teach you the most valuable principle of marketing automation – Process Determines Outcomes
Demonstrate a specific framework and application of that framework with a real client
One more thing?
Show you a picture of my dog