5 Things I Wish I Knew Before Buying Marketing Automation
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This document summarizes a webinar about lessons learned from implementing marketing automation. The webinar covered 5 key lessons: 1) Make business alignment the top priority when choosing a system. 2) Balance marketing strategy with technology by focusing on core marketing concepts. 3) Consider major differences between platforms' features. 4) Embrace iterative improvement over perfection. 5) Involve all stakeholders to manage change as a team. The webinar provided advice on applying these lessons, such as expanding RFPs beyond tech and focusing on marketing strategy before technology.
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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 LIVE WEBINAR: 5 Things I Wish I Knew Before I Bought Marketing Automation 12 PM ET / 9AM / 5 PM GMT #mktautomationlessons
- 3. 3 MEET TODAY’S GUESTS JENIFER KERN VP of Marketing KYLE MCKAY Head of Market Intelligence
- 4. 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. 5 #1 IT’S ABOUT THE BUSINESS, BOZO
- 6. 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
- 7. 7 BUSINESS ALIGNMEN T [example] OUR VALUES SYSTEM 1 SYSTEM 2 SYSTEM 3 Agile & Flexible Collaborative Entrepreneurial Transparent Integrated/Full- Service Creative Competitive Fast Growing Customer- Focused
- 8. 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. 9 #2 TECHNOLOGY IS A TOOL, MARKETING IS A MINDSET
- 10. 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. 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
- 12. 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. 13 #3 NOT ALL PLATFORMS ARE CREATED EQUAL
- 14. 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. 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. 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. 18 LOVEABLE IMPERFECTI ON 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
- 19. 19 LESSONS LEARNED: ABOUT PERFECTION ‣ Done is better than perfect. ‣ Test, iterate, improve. ‣ Try Agile marketing.
- 20. 20 #5 IT TAKES A VILLAGE
- 21. 21 MARKETING AUTOMATION IMPLEMENTATIONS = A MAJOR CHANGE MANAGEMENT PROCESS
- 22. 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. 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. 25 CURIOUS ABOUT HUBSPOT’S MARKETING AUTOMATION SOFTWARE? www.hubspot.com/demo
Hinweis der Redaktion
- Calling myself a bozo for not assessing MA platforms directly against business culture, strategy, and goals. -- We all know that MA is in service to the generating revenue and leads for the company; but selecting an MA platform should include an assessment of systems against your culture, brand, and core values to ensure the best fit long-term solution. 2) Marketing principles should come first, then the technology, when selecting MA platforms. -- Stay true to your core MARKETING DNA 3) Myth: All MA platforms pretty much do the same thing. 4) Marketing automation is best tackled with an Agile mindset – Be Willing to Make Mistakes. Let go of Perfection. -- Being more agile, iterative, and adaptive…. Versus big bang…. Willing to make mistakes: testing and try; Move Fast 5) It takes a Village – getting buy-in from C-Suite but don’t stop there – enlisting support from Sales, Services/Product Lines, and building cross-functional marketing teams.
- It’s easy to get woo’ed by bells and whistles of the technology But remember the business you’re working in service of. Deep dive into business values/goals first, instead of technical components
- I wish I would have ….paid more attention to aligning my business culture with the right tool Instead of looking at the tools and getting hyper focused on technical aspects – features, workflows, campaign canvases… etc
- I wish I would have had a worksheet like this that compares our business values to the tools characteristics. ==== Don’t forget Customer Service! How do you think they will do? Agile = transparent/collaborative and flexible culture. -- frequent system updates and releases -- adaptive and interative campaigns over Big Bang Integrated (cross-functional, end to end services, see big picture)
- Most MA RFPs only include very technical criteria Expand that to cover the “Soft Side” of technology the key defining attributes/characteristics of their system. If it were a person, how would you describe it? Hold Them Accountable!!!! Call their Help Desk and see how fast they answer.
- Similar to #1 about not forgetting the business vision/values, we also need to keep core Marketing Principles front and center when looking at MA software. Is marketing technology killing the marketing spirit? How to keep the species alive? (hubspot is only one keeping marketing gusto alive and well) Drucker: --The purpose of business is to create and keep a customer
- I wish I would have kept Sound marketing principles at the core of my MA decision. Because: Content should drive your marketing automation programs, not the other way around Creativity – look for a system that will allow you to exercise your marketing creativity, not hamper it. Know your buyers inside and out (PERSONAS). What’s the market asking for? Personas, lifecycle stages, segmentation should be baked into the tool. Always be Helping (ABH) – Always be closing – be constantly educating the buyer based on what they want to know and have shown an interest in. The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself (Peter Drucker)
- Don’t lose the creativity – look for a user friendly, fun system that combines the both of Art + Science (right and left brain) for the most marketing-friendly solution. Science – Smart lists, A/B testing, reporting, SEO, keywords report, lifecycle stages, MQLs/SQLs, Nurtures, Segmentation, etc... Art – Where you get to engage your clients/prospects: fun engaging subject lines, designs, CTAs, MAKE YOUR BRAND SHINE
- Don’t get too enmeshed with technical aspects early on – Keep content, creativity, brand, … top of mind. -- Look for systems that will enable your marketing strategy Content comes first. Technology second. Used Eloqua as a raw top of funnel, outbound email blaster only.
- “they all pretty much do the same thing”
- I wish I would not have listened to people who said this! There are big differences. First time around, went with Eloqua and used as top of funnel outgoing email blaster only. Didn’t realize there was so much more one tool could do. Hubspot provided 50% more capabilities with inbound + outbound. More vendors combining inbound and outbound today but don’t believe this myth.
- LOOK for Major Differences between SYSTEMS! I wish I would have looked and expected more …. But 3 years ago when I went through first selection process, there weren’t quite as many vendors/systems as today and many not as robust. Hubspot wasn’t as robust in email marketing as it is today. Was built inbound/SEO, keywords, content, blogging, and… worked backwards into email automation (reporting, user friendliness, social media integration, traffic sources, etc) My first selection process; second selection process. Differences between the two. Handed decision over to my team – they did full initial demos, made recommendation to me. Prediction: Systems will get more integrated/full-service (there’s not yet one full-service system that enables you to do everything, but they’re working hard)
- Integrated approaches – campaigns in hubspot take personas, lifecycle stage, keywords, social media into account – all in one place. Mobile – you don’t want to be in the business of getting code from your MA vendor!!!
- Rohit Bhargava (likeanomics) Loveable imperfection is necessary for survival (of the fittest) -- Marketers used to pride themselves on perfection. No more. Let it go. “Fail forward fast” Done is better than perfect (Sheryl Sandberg/facebook): get the campaign out, don’t spend weeks perfecting it.
- I wish I would have been less of a perfectionist and more Agile in my approach.
- Use concepts like smart content to test; personalization, A/B testing, keep AUTOMATING…(goal lists, nurtures, etc)
- Get everyone involved! Open up your doors, your kimono – use Agile principles and don’t be afraid to fail Be more transparent than ever Talk about your successes and your failures
- It’s not just about technology b/c With any new technology system comes a major change management process. Involve everyone from Sales and Consulting/Product Development/Delivery to C-Suite Execs and Operations(?)
- We say: One Team, One Dream We all work closely with Sales Execs each and every day to help drive better quality leads into the funnel
- Meet regularly to report, get feedback, tell stories. Keep learning and educating (manage up and down) Plan for success Drink lots of coffee, or green tea